CAMPAIGNS: Music PR - Long PR play for Oasis release

Client: Creation Records

Client: Creation Records



PR Team: In-house



Campaign: Launch of the Oasis album Be Here Now



Timescale: June - August, 1997



Cost: Undisclosed



Since its release in 1995, Oasis’ album What’s The Story (Morning

Glory?) has sold more than 12 million copies worldwide. During this

time, UK media interest in the band has been almost insatiable.



The Gallagher brothers have been the subjects of a continuous stream of

tabloid stories, ranging from reports of the usual rock ’n’ roll wild

excesses and band break ups, to tales of lads who just loved their

Mum.



As a taster of their new album Be Here Now, the track D’You Know What I

Mean? was released as a single in July 1997. This went to number one in

the charts. As a result, fans and the media had high expectations of the

long-awaited release of Be Here Now, on 21 August.



Objectives



To turn the agenda away from the soap opera that surrounds Oasis and

sell the album on the validity of the music.



Tactics



From June, Creation Records set up a series of interviews with top UK

music magazines. To coincide with the release of the first single from

the album, on 12 July, NME magazine carried an eight-page interview with

Noel and Liam Gallagher. This covered topics ranging from marriage and

press intrusion, to the creative process.



The August edition of rock magazine Select was headlined ’The Oasis

Issue’, with 30 pages of interviews and pictures of the band. Similarly,

September’s Q magazine ran an album review, an interpretation of each

track by Noel, and his lengthy diary of the band from February 1996

through to July 1997.



Also, in the week of the album launch, a solo interview with Liam

appeared in the Telegraph Magazine.



For security reasons, Creation’s marketing operation imposed unusually

strict controls on reviewers, retailers and record stations for the week

before the launch - insisting, for example, that stores sold first

copies of the album at 8am on 21 August, rather than immediately after

midnight.



Results



Coverage of the album’s release concentrated on Creation’s measures to

prevent bootlegging. The media viewed it as a sophisticated marketing

ploy and carried stories of embargoes, bans and journalists signing

confidentiality agreements. However, reviews of the album were

favourable across the board - the Observer hailed it as a ’triumph on an

epic scale’. UK sales currently stand at over 1.7 million copies and the

album has gone five times platinum.



Verdict



Coverage in the mainstream music press, helped to move interest back to

the music and the hard-edged rock ’n’ roll image that sells records and

succeeded in shifting at least some of the focus from Noel and Liam’s

personal lives.



However, it is difficult to judge who was more responsible for the

massive hype surrounding the launch, Creation or the UK press.

Nevertheless, the huge interest helped shift a record three quarters of

a million copies of the album in the first three days of release.



By the end of 1997 the album had sold over six million copies worldwide.



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