The Veronicas: International Pop Stars

Challenge:

  • Introduce a brand new artist to a crowded pop music marketplace
  • Build a community online from scratch
  • Differentiate the Veronicas from pop music competitors
  • Create buy in to the Veronicas brand to generate CD and single sales

Results:

  • 4x Platinum sales Aria Australia certification
  • Top 5 Billboard Heatseekers chart debut
  • 1 million U.S. digital singles sold for “Hook Me Up”
  • Multiple licensing deals including Calvin Klein, Keds and Estee Lauder and Levi’s

I met The Veronicas just as they had completed recording their first album and worked very closely with them for three and a half years. For a pop act, their marketing campaign was extremely new media infused and we broke barriers with mobile video content, mobile content, and fan to fan interaction using the web.

The Veronicas are international superstars now in Australia (their home country), Asia and Europe. In the U.S. they have gold and platinum singles and many licensing deals.