Here Today... Gone To Hell!

Alright, we all know that very difficult decisions and ambiguous times lay ahead for GNR, and especially their manager, when the European tour ends.? They have to determine, and execute, their final marketing strategy--- and, most importantly the roll out of Chinese Democracy.? They have to decide how, and where to promote it.? They have to determine what type of venues, what kind of exposure, and how much, to avoid overexposure (maintain street cred).? Etc, etc.

What would you do, if you were GNR's manager/management team this fall?? I'll start.

1.? I would take a much needed two or three week break in August, and get the band back together in late August!
2.? I would negotiate a 1 hour, hi-def, concert package for HBO, using the best Europe footage.? ?And have it aired, beginning in mid October (make sure Izzy is in as much of this as possible).
3.? I would NOT schedule a U.S. tour that resembles 2002 in any shape or form.? ?
4.? Beginning in early September, I would play one select concert in NY (Hammerstein), one select show in Boston, one in Chicago, one in Miami, one in Dallas, one in Phoenix, one in Las Vegas, and two shows in Hollywood, and then the massive Inland Invasion.? At the Inland Invasion, and simultaneously online, I would, in conjunction with KROQ--release the first single.? Fans attending would get it, and online downloads would begin.? I would suggest "Better" as the first single, with a live version of it, and Rhiad as a "B" side (which really don't exist anymore, but have something included as a teaser).?
5.? In late October, would begin print adds in major publications, and at record stores,? marketing a Nov. 14 release date of Chinese Democracy.?
6.? On Halloween, I would launch GNR's new website, with a live show (like the Beatles "All You Need is Love" or Rolling Stones Rock n' Roll Circus, or the Rosario Downs birthday type setting) as the backdrop.? Maybe the Plum again?? One would have to register for the website to see the show.? At that time, I would send everyone who registered an e-mail reminder of the CD release date, and one "free" download coupon for an online purchase of one song off Chinese Democracy, and announce the North American concert dates (coupon for them too).? I would start the tour in Toronto (huge metro, GNR crazy city), and then play a smaller venue show in Montreal!? Next stop, Philadelphia:? the 1st show being a theatre show at $50.00 to $75.00, and then two arena shows, where tickets would be only $20.00 plus fee's.? For all shows, you would get $10.00 off of ticket if you produced proof of purchase for the 2002 shows.? Moreover, Axl should do, a few day's before the first Philly show, a one hour interview with the afternoon guy on WMMR (only if Cord on air with afternoon DJ at the same time, and Stinson is with Axl).? Axl should apologize on air to Philly, and say that he might not be able to explain fully the incident, but that he feels that the band, and himself let the Philly fans down.? Send this presser around the fuckin world!? Then I would do Boston (Fleet), NY (MSG), D.C. (3000 to 8000 seater their), Atlanta (smaller venue), Miami--outdoor, L.A. (mid-sized venue),? Chicago (All State), Minneapolis (smaller), K.C. (smaller), Denver (smaller), Houston, and Mexico City (outdoor show).? That would be it for the U.S. this year.? ?Book a show to be played and streamed online in Rio, one week before CD hits, and then tour S. America and and Asia through December.? I would limit the dates, and hit only major markets to avoid overexposure.
7.? Release second single on Thanksgiving weekend, or early December.? Tour through March in S. America, Asia.? Play a few theatre dates in April/May in U.S. and if album did well, do a major U.S. tour in the summer of 07.

I'd probably be the most nervous guy on the planet.
I'd be drinking 2 l of alcohol per day, and I'd have my own medical team, just in case I get a heart attack, or I end up getting beaten up in one of the riots.

after that I'd probably quit and beat the crap out of axl because I lost 40 pounds in the past 2 weeks, and because I smoke 3 packs of cigarets every time he needs to go on stage. ;D

Great post. One of the best I've seen in along time. I really like your HBO idea. During that same timeframe, GNR should be doing SNL, Tonight Show, VH1 Storytellers, a special MTV Unplugged, DirecTV's FreeView show,etc. Like you said, an all out blitz. If this album is going to register with the younger generation, Axl is going to have to shove it down the public's throat and seriously promote it. No half ass measures.

The US Tour definitely has to be different than the Euro tour or the 2002 fiasco. Rehash isn't going to fly here, and he needs to start this promotion in July/August(like you said), and completely revamp this stale setlist. Only reason to keep the same setlist is if AFD Vol. 2 is coming out this year instead of CD.

Let's wait til they have a musical story to tell before..

Well, you know..

James, I wonder though, if to get more exposure one should limit it to only the HBO thing. ?That way, they control the material that is out there: it's premium because it's HBO hi-def (and HBO hypes events well), and then the internet does the rest of the trick. ?Then the second live, media/TV type event would be the launching of the website. ?I would avoid SNL, Tonight Show's, etc, because the sound sucks so bad for everyone--and unlike everyone, Axl will take it on the chin. ?So, I think limit, and let the internet build the right kind of exposure. ?

Along the same lines, limit the shows in the U.S.--like the Hammerstein, so they sell out fast!!! ?Make the product more demanded, than the supply. ?And let it be known--setting up a huge money making tour in 07! ?

Just my two cents. ?I love the input! ?

Along your lines, you are right---18-30 is the age group that buys the most hard rock. ?By the looks of the boots from this summer, Axl has throngs of them attending shows in Europe. ?That GH's collection helped! ?GNR has become what Aerosmith and Zeppelin were to my Gen (30 yrs. old), when we were in our teens. ?Now, though, he needs to make sure they are ready, and paying attention in N. America. ?

 :rofl: ?:rofl: ?:rofl: ? Lucky, that was the best laugh I've had for awhile. ?

Seriously, on 1st read Minneapolis, that looks cool. ?You didn't include Super Bowl Sunday two days before Axl's birthday, February 4, 2007!!! ? ;D

Axl and the gang look and sound cooler than fuck right now, and only the privileged few in NYC and Europe know it. ?I have a feeling this will change very soon! ? 8) ? :beer: ? ? ? ? ?

An HBO special would be great, because they could do what they wanted with it, have little editing (censoring), no commercials.

Sounds a great ploy indeed. Overexposure is tantamount to suicide in this case - the more is less approach I have been in favour of all along

CD has a unique hype attached , a mysterious vibe as well as a farcical one. That needs to be utilised and capitalised on

I pretty much agree with that. Like you, I have always thought the album could pretty much sell itself. Let the years long hype and music do the talking. But here in the US, Rap and Pop pretty much dominate everything, so some sort of promotion will be needed here in the weeks leading up to CD release. But if Axl cares nothing about the MTV crowd, then that sort of promotion isn't really needed.

this says alot....so obviously you don't think the new band can catch on if you want Izzy in as much as possible...sort of like fooling people into thinking he is in the band, no?

He serves as a bridge to the new band for the older fans who are just being reintroduced to GNR.  What I should have said, is make sure to include performances with him in the 1 hour show.  Not showcase him.

Great post.  I agree with you on most points.  However I would begin radio and print promotion about a month more in advance, while continually building it up to the release date.  Its also very important that we see a proper interview with Axl.  I think that Rolling Stone would be best and hopefully we see the interview prior to CD release. 

Your point about limited US dates is very key.  Let the demand surpass the supply first.  Its all about the hype.

I like the idea of starting anything in the USA with a little mini tour of cities that will all sell out. (Plus your plan swings thru my home town which is a plus)

To me the European tour isn't going to carry any weight in the US unless there is footage like you are talking about. If that can't be done they have to string together a few successfull dates in the US before announcing a true tour.

snip

These are mostly solid ideas, but there is only huge problem I see.? I don't think Axl has this band to the point where they're gonna be able to have this 'inland invasion.'? The album must be released before any American tour starts.? The fans, in general, are not going to flock back to see a 44-year old Axl perform a bunch of 20 year-old songs, considering at least 2 very key compontents of that era would not even be with him.? I'm not pining for the old band, I'm just telling you what would happen.? So the big problem with all this is the release of CD.? I don't think its as "ready" as we're being led to believe.? If that's the case, there's no sense in management making all the elaborate plans.?

If I were GNR's manager... I'd get Axl in the studio yesterday and not let him leave until he sends a completed album to be mastered.? That has not happened yet.? The band will likely want to rest when they return home.? I think we've seen that movie too many times already.

Fuck Iraq. That would be the disaster from hell!  Some asshole would try to drive a car bomb into the back of the stage or something.  We don't want our guy assassinated....

I would say, you guys are being a bunch of dumbasses by not releasing the cd.  Nut up and let's sell some records. 

Its easy.

Drop the 1st single in August. It should be nothing we have heard? before and it should be the best rocker on the album.

do the VMAs where you unveil the first single BUT dont do it live, do it from the Euro tour (like LALD back in 1991), where they can pick the best performance of the song and get a good reaction. The VMAs should before right before (few weeks) the album release to hype the album.

After the VMAs axl should have an mtv speical with loder where he does an interview about CD.
then drop the album in sept (2nd or 3rd week)
drop 2nd single oct and it should be the best ballad on the album
hammterstein DVD in nov in time for xmas with the 3rd single which should be the next best song on the album

as for touring
Start touring the USA AFTER the album drops
in the big cities like LA, Boston, NY Chicago etc you can play areanas but for the places like idaho and those just player theathers.



NYE do vegas hob or do NY hammerstein again and have it on live tv or? ppv

Also when the offical site launches have a fan club and have speical offers where  you can get the cd singles with B sides, they have tons of songs to burn that were nixed so give the fans these throw away songs as a thank you for waiting. The first b sides could be stuff from the silkworms era that were all those industrial songs that we wont be hearing.

Also for the fan club you could give out the presales and stuff like that.

All great points Minny, except for all those coupons, I don't think we should cheapen Chinese Democracy with money saving ideas.

did you plan the budget ?
do you have a ROI on that ?
:)

but overall THIS IS EXACTLY what guns n roses is NOT.
that might work for some mtv crappy band. not for gnr.

axl should stay quiet
play some gigs
do NOT answer interviews
do NOT go on tv
just play shows, and release a cd, and let the people decide.

marketing would kill guns n' roses.

Your plan is very good, here's what I'd do:

Take the month of August off - In September, do a few very small shows to build up to Inland Invasion - small, intimate shows in NYC, Vegas, Nashville, Chicago, and Miami. Play a show at a club on the night before the Invasion, on the Strip. Play a great show at the Invasion, announcing the release date for the album as November 7th. Announce the first single and play it, then after the show is over, KROQ will debut the album version.

Do a HUGE feature in the next week's 'Rolling Stone', cover, 15 page article, interview with Axl, preview of each track on the album, etc.

Launch a new web-site in the first weekend of October. Offer a download of the first single, but you have to become a member of the site (free, though). Put up 30 second clips of each song off the album, exclusive interviews with various members, a forum, blogs, etc.

Premiere the video for the first single simultaneously on on MTV, MTV2, Vh1, and Vh1 Classic in the second week of Oct. Push the video like crazy. Have them play it on the hour every hour for the first 24-48 hours (they did this with U2's 'Original of the Species'). That next week, have a 2 hour special with Kurt Loder, like, "MTV News: Guns N' Roses - A Revolution in the Making" or something. Have 45 min-an hour be an Axl/Kurt one on one interview, no holds barred, then let Kurt sit and talk with the band, then they can close the show with a live performance of the new single.

For the next 2-3 weeks, just do some various radio shows, interviews, nothing huge, but enough to keep the train rolling. The night before the album release, show up in some small place in NYC and play nothing but new material. The day of the album launch, do a signing at Tower Records, then play the single and about 2 more songs in Time Square.

Start the tour on around the 27th of November (to get Thanksgiving out of the way), open the tour in LA. The schedule would look like this:

LA
San Diego
Sacramento
Phoenix
Seattle
Salt Lake City
Portland
Toronto
Vancouver
Boise
Chicago

Take a few days off for Christmas, then play New Years Eve in Vegas.

Cleveland
Louisville
Minneapolis
Detroit
Columbus
Dallas
Austin
Biloxi
Nashville
Washington DC
Boston
Albany
Hartford
NYC
Philly (2 shows, first one $20, free if you have ticket to the '02 show)
Greenville
Atlanta
West Palm Beach
Tampa
Miami (last show of this leg)

Then about the start of Feb., head to Asia, for about 5-6 shows, then about 4-5 shows in Australia, a club gig in London, head to South America for about 10 shows (2 in Rio, 2 in Buenos Aires, etc.), a show in Mexico, then head back to the US for a tour in the Summer with a GREAT rock show (Buckcherry, Audioslave, GNR i.e.), then go back to Europe.

the plan is good, but your marketing it too much. Do the Led Zep thing and let the hype carry things along.

no interviews
no live streams
nothing

just relaese the god damm CD

I do agree with some of your ideas, but I think MTV (and the whole slew of Viacom spin-offs) is not near the medium with sway that it once was.  I think using the internet as a method to distribute interviews and what not is far more powerful, reaches a far wider audience, and is virtually free.  I think, one of the reasons GNR has stayed such a relevant force during the past ten years, is that they have used and titilated their fan base well via the internet.  I like the idea of a live show debuting the new songs, but I would do that in a setting like The Beatles "All You Need is Love" tv special, where they control what is seen (if they have a bad night, they film again) and distribute it via the internet.

i think if chinese democracy is a great album they should do the biggest campaign ever
if not
well a common realese cd plan will be ok

If I was GnR's management I would have gone nuts and puched out Axl by now. You have to have a phenomenal amount of patience to deal with Axl. I suppose if I didn't give a shit about the music my client was making I wouldn't care about his procrastination.

This is a bit I have a problem with. All that stuff about registering for the website and getting coupons and stuff. What the fuck? This isn't Britney Spears we're talking about. Most people who are registering for a GnR website would be buying the album when its released. No need for a release date reminder or a free track of Chinese Democracy. Just have the release date plastered across the website homepage. Sending the release date out to everyone's emails seems desperate, like "please buy? our record." Besides, GNR haven't even had a website up until now, you really think there is a possibility of any of that happening. And a concert to coincide with its opening! Not a hope! As for the Philadelphia thing, that won't happen in that way. He hasn't apologised for anything before and certainly doing it on radio wouldn't be his way. If he does apologise or give an explanation, it will be at the Philadelphia concert itself. I would love to see cheaper tickets for the Philadelphia crowd, but I doubt it unfortunately. Maybe they'll get exclusive copies of Chinese Democracy.? :hihi:

Everything was going ok up until then, I particularly liked the HBO thing (although Izzy should only be in one song) and the Rhiad bsides stuff. But in paragraph six you got carried away. No need for any of that stuff (apart from the Philadelphia thing) and fortunately I don't think that will happen. Like someone said, too much Marketing will kill GnR! And people will critisize GnR for cheapening the name and it will give a false impression of the new band for those who aren't already familiar with it. We don't want casual GnR fans to see this new band as a way for Axl to make money. Axl has always been careful about that and no doubt will continue to be.

id just quit,

I think, if you look at the details as the "leg" of this plan, it is quite clear that this would be fairly limited marketing, online for the most part, and directed at the fan base.? It would have an "exclusive" feel, that would most likely translate into more street credibility.? Especially, if the material is very strong!

BTW, if I was a casual fan, and registered for GNR's website to watch an online show, I think it would make it more likely for me to purchase their music and go to a show if they sent me a "thank you" for registering e-mail with a discount of some sort for the album,? a live dvd, a product from their online store, or a concert ticket.

I really think an HBO performance could do wonders introducing N. America to the new band, ie the 2006 version/attitude, and would translate into better ticket sales for the tour.

I like the HBO idea, because if you have it on one of the big networks, or even a cable channel, it cheapens GN'R.  Unlike HBO, a premium cable channel.  It gives GN'R an exclusive feel.  Like only the best listen to GN'R.



Maybe there was more to Axl going to The Soprano's premiere than meets the eye.

"If you were GN'R's manager...."

I'd probably be laughing at this thread..  :hihi:

Seriously people how much time do you have on your hands?

    -jack

EDIT: I'd probably also be doing Garry's mom.. but thats not because I would be GN'R's manager.. just because she does everyone...  : ok: Love ya Garry

 CD first. Tour later. That is all.

I would do like this....
When they back from E.U, they finische up the record ... release a single in november .. release the album 22 december ..... then go on a us tour ... then next summer t...they go back to europe and play more shows with the new record ....but who knows? .. i dont ....

i dont really think axl listens to his managers, they listen to him