3/28/2013

Nearly a million copies of Justin Timberlake's album "The 20/20 Experience" were sold in the first week, proving the virtuosity of his brand management, Ben Sisario writes. Marketing efforts included cross-promoting spots for Bud Light Platinum and Target as well as creating a sense of intimacy with fans via social media. "Now everyone wants VIP access. They want to feel that they know the artists, that they are insiders, and now through social media they can literally and figuratively be friends with the stars," says Jayne Charneski, a marketer at Creative Artists Agency division Intelligence Group.

Related Summaries