Thursday, May 17, 2007

Serebro (Серебро) - Case study in marketing without thought

Serebro, unexpected surpriseJapan sends us a fox, but from Russia (with love) comes Serebro. Only placing third in Eurovision 2007, the long-legged Russian trio is racking up lots of views over at YouTube -- well of course they would.

With a high climbing single Song #1 (Red Version) on the pop charts, they followed up with an extended music video (Red2 Version) that sizzles. Watch for the quick blowing of the hair during the dance break. Perfect.

The Producer, Max Fadeev, was not trying to invent anything on purpose. It just happened.
"I just wanted to make it for my pleasure, the music, that I'm missing so much. I just wanted to compose songs without doing marketing research, not thinking about radio, TV format and so on...

...The music material, appearance of the band, girls' behavior on stage should be developed to the state when I am completely satisfied with it. We have been choosing the members of the band for quite a long time. They should have had perfect vocal abilities, expressive appearance and of course charisma."
While promotion was not their mind when going into Eurovision, the explosion in the aftermath was phenomenal. There are scores of videos running rampant on YouTube, all hitting high.

What mood of Serebro are you in? Mine is Violet.

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