EDELWEISS MARKETING PLANMAD Dragon Records

Following their first release in 2011, Stroudsburg natives, Edelweiss have been making waves in the Philadelphia area with their polished music that combines elements of post-punk, math rock, and indie pop. Their riveting guitar riffs layered with dreamy vocals make for a mature sound that allowed them to gain immediate recognition in the local music scene and caught the ears of MAD Dragon Records. Edelweiss will join Drexel alumnus Joe Reinhart (Hop Along, Joyce Manor) at Headroom Studios (Restorations, Dogs On Acid) in March to record a four-song 7” / digital EP that is scheduled for release in late spring. In support of the release, Edelweiss will embark on a spring tour booked by Drexel’s Drako Booking Agency.

MEMBERS:Thomas Vitale (20)- Bass/ VocalsNiko Porlier (21)- Guitar/ VocalsTony Young (19)- Guitar/ KeyboardLexi Campion (18)- Drums

PREVIOUS RELEASES:Pre Columbians (EP)- September 13, 2011, Self- ReleasedEdelweiss (LP) – 2012, Bullion Records (Japan)Honduras (EP)- August 6, 2013, Self- Released

SALES HISTORY:

Bandcamp

Tunecore

RELEASE INFO:Band: EdelweissTitle: PhiladelphiaCatalog #:Format(s): 7” Vinyl/ DigitalSLRP:UPC #:Genre: Post-Punk/Math Rock/Indie PopHometown:Street Date: June 2, 2015Distribution:

Track Listing:1. Winston2. Species3. Cookies & Brownies4. Goblin

PRODUCTION TIMELINE:

3/01/15 Have artwork completed for digital assets

3/21/15- 3/25/15 Recording/ Mixing at Headroom Studios4/01/15 Mastering Completed4/01/15 Send masters and artwork for pressing6/02/15 Street Date

MARKETING OVERVIEW:Edelweiss has already built up an impressive following in the area but for them to really flourish and gain new fans with their upcoming release they will have to clean up their image. We should focus on streamlining all of their social media platforms and use professional high quality graphics for all of their pages. We should also focus on booking and promoting more shows in Philly to make them more well known in the local music scene. We will work with the MAD Dragon Media team to complete our objectives to promote Edelweiss and their new EP.

PRESS:Once the artwork is completed, we should make a comprehensive one sheet to send to press outlets for their release and include the upcoming shows they have in the area. Though we should reach out to smaller national outlets as well I think we should start focusing on our connections with local blogs to get buzz around their name.

Press Targets:

Local The Key/ XPN The Swollen Fox Jump Philly The Deli: Philadelphia Tristate Indie Rock On Philly Drexel’s The Triangle

National Paste MTV Buzzworthy/ Hive Adult Swim Birp! Gorilla vs. Bear Indie Shuffle Indie Music Filter Blah blah blah science We Listen for You Abeano Aquarium Drunkard

Captains Dead Knox Road Pretty Much Amazing We All Want Someone to Shout

For Brighton Music Blog The Blue Walrus Goldflakepaint Burning Ear My Old Kentucky Blog Tympanogram Song by Toad

LIFESTYLE MARKETING:Utilizing visual promotional materials at key locations in the area will create more exposure for the band locally. We can put up posters for their shows and EP at local independent retail locations, on campus, and lifestyle accounts like clothing stores and coffee shops that target our demographic.

Promo Materials Needed: Flyers for upcoming shows Posters to promote the EP release Flyers to promote the EP release Stickers

ONLINE MARKETING:In order to portray a more professional image online, we should begin by cleaning up their Facebook page and deleting old pictures that suck and don’t do anything for the band. We also need to update their poorly written bio with a more relevant one and make sure there is consistency with their banner photo and profile photo. The band can also be more active online and could perhaps utilize more social networking platforms like Instagram and Snapchat. If they made profiles for their band and posted more visual content it would give fans a better way to connect with them. We should also be more on top of promoting their upcoming shows and should do so on their band page, the Mad Dragon pages, and post in community groups that focus on the local music scene.

GUERILLA MARKETING:We should be utilizing creative marketing ideas as well, like competitive show promotion and more artistic lifestyle marketing. Instead of just handing out flyers to people after competitive shows maybe we can have people preview the album who are waiting in line and give them something more useful like a download card. We can also increase exposure around Philly and on campus by spray-painting stencils and wheat pasting, which generally attract more attention than posters. We can even work with local artists in the area to come up with more original graphics that go with their music.

VIDEO:After Edelweiss’ recordings our completed, we should immediately begin work on hiring someone locally to make a professional looking video for their first single. All of their videos that are currently visible are just self-made ones on their Facebook page and they aren’t even searchable on YouTube. We can work with the MAD Dragon Media team to organize and execute this task.

TOURING:To support the EP, Edelweiss will go on a spring tour booked by Drako Booking. They are also playing a lot of local shows leading up to the release and we hope to book some more in the coming months.

Touring History / Past Shows:

Mini-tour – August/Sept 201108/25 - River St Jazz Cafe - Wilkes Barre PA08/26 - Bowery Electric – NYC08/27 - Knitting Factory – Brooklyn08/28 - Porta National Park - Asbury Park NJ09/01 - The Fire - Philadelphia, PA

Supporting MNDR – 201109/26- Tammany Hall – NYC

CMJ 201108/18 – Studio @ Webster Hall08/22 - Lit Lounge

10 day tour – July 201207/05 - Pianos - New York, NY07/06 - Crossroads – Garwood, NJ 07/07 - The Fire – Philadelphia, PA07/08 - House Show - Saylorsburg, PA07/10 - Fireside Bowl - Chicago, IL07/11 - The Swing State - Chicago, IL07/12 - South Hills Music - Pittsburgh, PA07/13 - New Visions Studio & Gallery - Scranton, PA07/14 - The Living Room – Stroudsburg, PA

Top Markets:

Stroudsburg, PAThe Living Room Sherman Theatre

Asbury Park, NJ - Asbury Lanes SupportedJunior AstronomerBrick + MortarDIIVUnknown Mortal Orchestra

New York, NY Cake Shop PianosMercury Lounge Lit Lounge Studio at Webster HallMarlin RoomKnitting FactoryRan's Tea House Highline BallroomTammany Hall

Philadelphia, PAThe Fire

MERCHANDISE: The artist who designed the cover art, Beau Brynes, will adapt the cover to be made in to a t-shirt that can be sold on the road. We also want to get stickers made as a cheap promotional tool that they can also use on tour and we can use around the city as well.

T-Shirts with album cover design- 50 Promotional stickers- 250

MARKETING TIMELINE:

2/18/15-2/28/15 Promote MJ Show2/28/15 MJ Show3/01/15 Have completed artwork for the release3/01/15- 3/08/15 Complete one sheet for press3/01/15- 3/08/15 Clean up social media pages, make new

banners, and talk to band about improving their online practices

3/08/15-3/15/15 Start reaching out to press targets3/08/15-3/13/15 Promote Abington house show3/13/15 Abington show3/15/15-3/22/15 Organize production and artwork for

posters to promote the EP3/21/15-3/25/15 Recording/ Mixing3/21/15-3/25/15 Get band to post interesting recording

updates on their social media pages3/22/15-3/27/15 Promote show at Mile High House online3/27/15 Show at Mile High House in Philly3/22/15- 3/29/15 Begin planning video shoot for band’s first

single3/29/15- 4/03/15 Promote show at Lavender Town4/03/15 Show at Lavender Town in Philly3/29/15-4/05/15 Begin to plan EP release show3/29/15-4/12/15 Secure single premiere on tastemaker

blog4/12/15-4/26/15 Push single on all press targets4/12/15-4/26/15 MAD Dragon Media session4/26/15-5/03/15 Try to get EP premiere on tastemaker blog5/03/15-5/17/15 Second single stream5/24/15-6/02/15 EP Release show6/02/15 Street Date