CLIENT: TOWER RECORDS
MISSION: REVIVE A BELOVED BRAND (AND SELL A TON OF VINYL)
The Tower Records brand was relaunched as an online store in 2018, just as sales of vinyl records surpassed those of compact discs — timing is (almost) everything. Tower recruited me to write a twice-weekly e-mail newsletter spotlighting new releases, special editions, and strong sellers from the back catalog. I quickly figured out from the numbers that the vinyl audience is heavily nostalgic. They’re in their 30s, 40s, 50s and beyond and they have a little money to spend on physical media. In the newsletter, I give context to great albums from various eras and make the connections of influence and tribute. In this long-running gig, I have used the MailChimp, Constant Contact, and (currently) Omnisend platforms.
PLATFORM: E-mail.
