Case study 1 · 2016
Bonnie AndersonThe Ones I Love
Client: Sony Music Australia and Ralph Carr Management (RCM)
- No. 1 Billboard Breakout
- No. 1 International Net Radio Chart
- No. 2 Music Week Club
- No. 3 Music Week Pop
- Stage 1Global strategy
Bonnie Anderson won Australia’s Got Talent at 12 and was signed by Ralph Carr Management, who put her on a long-term development plan rather than the instant-pop-star route. She went on to sign with Sony Music Australia. RCM and Sony then asked Audiofreaks to build the international strategy around her next single, The Ones I Love.
- Stage 2The package
The original, tropical house meets pop, was built for commercial dance floors and crossover radio. We added remixes to reach every kind of DJ: a classic house mix from Soulshaker, a cooler take from Dasco, a trance version from Alinari and an electro crossover mix from the Dutch producer Diamm.
- Stage 3Promotion
A four-week exclusive went first to tastemaker DJs and bloggers, then to specialist DJs, then to mainstream DJs, with promotion partners in specific territories alongside our own team. Perez Hilton featured the record, and it had FM and internet radio support across the US, Canada, Europe, Japan and Australia.
- Stage 4Collation
The reactions, mixes and results went into an electronic press kit, sent to our licensing partners around the world, and used by Bonnie’s management and booking agents to secure live shows.
- Stage 5Licensing
The single was signed to labels in each territory.
- Saifam MusicItaly
- Clippers SoundsSpain
- Sounds UnitedGermany, Austria, Switzerland
- Sony MusicAustralia
- David Gresham RecordsSouth Africa
- Camey Records / KontorBenelux
- Radikal RecordsUSA and Canada
- Lifted House / Sony MusicScandinavia
- Nu Age MusicPoland
- Musica CalienteIsrael
The remixes
SoulshakerDascoAlinariDiamm
DJ support included
Tiësto, Erick Morillo, Luciano, Marco Carola, Gregor Salto, Victor Sanchez, Niki Belucci, Jesse Garcia, Armine Edge.