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From the World Cup stadium to an iTunes hit
It has been being played as the official stadium song in every arena before every game of the 2014 FIFA World Cup in Brazil. The summer song "Ilumina" by Brazilian pop star Edu Casanova feat. Ayi Jihu & Toni Tuklan. The second connection between pop and soccer was the participation of Brazilian World Cup Team Kicker Dani Alves in the official video clip. (See photos and video clip above)
Through this music/sports double connection, the attention for Casanova went rapidly through the roof outside of his home country - although he does not sing in English. "We have an offer of a global record company on the table to take over the CD production," tells Bernhard Storz proudly. The media expert and head of the "Storz media factory" in Germany had not only arranged the cooperation Casanova & Alves (both come from the same place: Salvador da Bahia, where a few World Cup matches took place in the local football stadium). He also holds exclusive distribution rights for the song, does online marketing and online distribution: He posted the song systematically to selected major online media platforms and provided the “right tags” so Storz can make a real-time quantitative analysis (click-through rates and ranges) and a qualitative market analysis. After all: How does the song comes over with editors, broadcasters and the audience?
"Ilumia was intended to be a summer song with dance instructions. And then it has won the public voting from n-tv for the best World Cup song and stood head and shoulders above the rest, "says Storz proudly. "As a non-German song against high profile local heroes like Cro, Sido, Stefan Raab, Fettes Brot, and others." With the pilot project Casanova, Storz managed to position a Brazilian artist in Central Europe.
And all that without CD / DVD sales, without pressing. Because the song is currently "only" released on iTunes and Google. Due to the big success there will be a whole album in fall, which is produced in Brazil, London and Germany, "says Storz. At the same time, the artist PR in Europe will continue. "TV appearances are in negotiations with broadcasters."
In addition to the music clip a dance tutorial was produced, in which the official Summer Move 2014 of the German dance schools is shown.
Let's dance: https://www.youtube.com/watch?v=cPfPiBRHMKc
Earning money with this business model does not work on the CD / DVD sales but on the selling of the licenses for the online playing of the song and on the sale through iTunes. And later on by selling the follow-up singles and the album.