24 MusicWeek 23.08.13 PROFILE MATT GOSS
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We got an incredible investor and partner, and we didn’t hold back: we used a 26-piece brass section, full orchestra. On some of the songs there’s a 120-odd musicians and it’s all, 100% live. It took two years to make this record. It’s very articulate.
Did you have the album completely finished and then go label hunting to release it? Ron went to Steve Barnett [chairman & CEO of Capitol Music Group] and Steve said: ‘Do it! I love it.’ Steve is responsible for Adele [in the US], and his history is so profound. It was organic. I couldn’t have a better team in America. Recently I’ve been coming to the UK quite a lot and my team at Decca, they’re incredible. We went for dinner after my Café de Paris show [in June] and Dickon Stainer [president of Decca] was very emotional and very passionate. I couldn’t believe it, I wasn’t quite sure that I was in the music industry because actually everybody at the table had passion and were invested in me breaking this, and they loved the music. It was one of those ‘pinch myself ’ kind of moments. All the team, in the US and UK, have said that we’ve got a very deep record here and we’ve got four, maybe five singles off this album if we want.
ABOVE Use Your Imagination | The forthcoming Matt Goss album, Life You Imagine, will be released in the UK on October 7
“We didn’t hold back on the new record, we used a full orchestra and it’s all, 100% live. It’s very articulate” MATT GOSS
You’re in the US a lot: do you make decisions on the UK activity? I’m a big believer in trusting people to do what they’re best at. Obviously, there are people that are head of different departments and whatnot but honestly, nothing goes ahead without my approval.
DECCA ON NEW ALBUM: ‘THIS IS THE 21ST CENTURY RATPACK - WITH SERIOUS COMMERCIAL POTENTIAL’
Decca UK’s head of marketing Alex Cowan (pictured) answers Music Week’s questions on the Matt Goss Life You Imagine campaign:
What are the highlights of the promotional campaign for the album? Our TV plot is fantastic and includes Strictly, BBC Breakfast and Sunday Brunch at this stage. We’re partnering with Magic for a series of live shows running in October and serviced our lead single, Strong earlier this month. Press weekend supplements are stacking up very nicely and the Mail Online just ran an early exclusive video for the track, Mustang.
It’s still early days but what part of the campaign do you think has provided, or will provide the most value and/or uplift so far? We have an early pre-release focus running this week and next to generate awareness
and drive album pre-orders. This phase of the campaign includes TV teasers, radio blipverts and regional print, outdoor and digital advertising. The activity is consolidated to provide the signs we need to show to retail at this stage.
Have there been any particularly surprising elements that have surfaced so far? Matt STILL has an obsessive core fanbase! We showcased in June and partnering with Live Nation made a quantity of VIP tickets available to fans. It was a scrum… This has enabled us to hit our biggest direct-to-consumer eComm target so far this year.
What’s left for this album campaign, including international plans, and will your plans for Life You Imagine run into 2014? Pre-release planning started super-early with digital seeding and positioning work. We have a stack of video assets and initiatives to sustain our digital campaign spearheaded by Digital Rebel. Our promotion is all to run and we’ll support with the aggressive TV and
multimedia campaign we need to maintain visibility in Q4. Capitol is looking to the UK to lead this campaign and will then consider international roll-out. Matt has plans to tour in 2014 and continue with his massively popular Vegas
shows. He is a remarkable talent and this is a fabulous album. We believe in him and think there is serious commercial potential for Life You Imagine. This is Rat Pack for the 21st Century!
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