Sony's feature on Petula Clark at 80 and her new album 'Lost In You'.
Sony Music was celebrating Petula Clark's 80th birthday and as part of her birthday celebrations and release of her new album, they wanted to do something special. They chose TDC to produce audio press kits for radio stations around the world.
Sony wanted to give an insight into Petula's life, now that she's 80. They wanted to allow fans to hear some of her stories, some of her music and some of her charming personality too through some compelling online content. Hopefully this would re-situmulate interest in her new album, as well as her catalogue in general.
We made them a fifteen minute mini-documentary podcast, featuring Petula sharing memories of her career and what she was currently doing musically, interspersed with tracks from her new album.
Sony was able to sign its name to an engaging and informative piece of content that had longevity. Also, as this was done as a podcast, rather than a video, it allowed the listeners to put it on in the background and carry on with other tasks. When attached to the press kit sent to radio stations, it generated a further awareness of her new album and led to playlisting.
Podcasts are a great way to connect with your audience and customers and Sony was able to generate further interest in one of their heritage artists by using a reasonably new form of delivery, that was much cheaper than sending items in the post.