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Universal Expects Salvation This Christmas
October 08, 2008
- Global
| Christian
By Jen Wilson, London
Universal Music U.K. has its sights set on a prosperous Christmas for the first in a three-album deal just inked with the International Staff Band (ISB) of Christian group the Salvation Army (SA).
Universal Music U.K. marketing and brands manager Buffie Du Pon predicts "[U.K.] sales to Christmas to reach in excess of 500,000 units."
According to Universal Classics and Jazz managing director Dickon Stainer, "the Salvation Army is anticipating a significant increase in its worldwide profile through our involvement, and Universal is working closely with its extensive networks on a country by country basis. We anticipate it's going to be the surprise hit of the fourth quarter."
The album will be released on Nov. 24 and feature a collection of secular and religious tracks, including Josh Groban's "You Raise Me Up," the spiritual "Going Home" and the Christmas hymn "In The Bleak Midwinter."
"Although the Salvation Army is represented by people from every demographic and walk of life, it is very clear to see where our initial target market lies," Du Pon says. "The main demographic we are aiming at on launch is the 60-plus market -- however the timing of this release is no accident, as we realised that most of the population associate the SA with Christmas and them 'busking' on the streets.
He adds: "we are using the strapline, 'Music that's as good today as it's always been' simply to show those people who have grown up with this music, that in today's market, older styles of music can more than live up to modern technologies."
Universal Music hopes to raise up to £1 million ($1.72 million) for the SA during the course of the deal, to aid the charity's work in the United Kingdom and the Republic of Ireland.
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