Woodstock finds new home with site launch

NEW YORK: Sony Music Entertainment and Legacy Recordings are using media relations and viral tactics to spread the word about the launch of Woodstock.com, an online community for fans of live music and the Woodstock experience.

NEW YORK: Sony Music Entertainment and Legacy Recordings are using media relations and viral tactics to spread the word about the launch of Woodstock.com, an online community for fans of live music and the Woodstock experience. The site launched on June 1, as a partnership with Michael Lang and Joel Rosenman's Woodstock Ventures, and pulled a lot from the history of Woodstock to build up the site.

"We wanted this to spread on a very organic and viral level," said Tom Cording, VP of media relations for Legacy Recordings, the catalog division of Sony Music. Site creator Jason Cohen blogged about the behind-the-scenes of building the site, Cording said, in order to create suspense around the launch.

"From there, we actually set up a series of show-and-tell days, closer to the release date, where we asked some key media folks to come in, like Billboard, the AP, and MarketWatch," Cording said. "I think the face-to-face really helped to build the momentum there."

Woodstock.com is also planning to host some events around the 40th Anniversary of the 1969 Woodstock on August 15.

"We look at [the PR] as an ongoing thing," Cording said, "really building a fan base of participants to the site." He also said the company, which is handling all PR internally, will use the release of its Woodstock Experience albums—two-disc sets with one disc reserved for the artists' performance at the 1969 Woodstock—to keep up interest in Woodstock.com.

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