WOW Worship Purple released a few weeks ago and should have been one of the biggest releases of the year for Christian music. Soundscan reported a disappointing 5,330 units in first week sales. The last WOW release logged 14,615 in first week sales. WOW! What happened?
The WOW brand has been the cornerstone for Christian music for the last 15 years. WOW Worship Purple is loaded with hits from Chris Tomlin, Casting Crowns, Lincoln Brewster, Hillsong United, Kari Jobe, Mercy Me, Matt Maher, David Crowder Band and Michael W. Smith so it is obvious that content is not the problem. Sales patterns have changed since the last WOW release but have they really changed that drastically? After hearing the disappointing numbers, I couldn’t help but wonder about the marketing for this release. Just as sales patterns in music have changed, the way to reach consumers has changed.
A few observations.
– there is no WOW Facebook page that I can find
– there is no WOW Twitter account that I can find
– there was no blog campaigns that I am aware of
– there appears to be a total absence of any web 2.0 marketing for this release
WOW! That’s what happened.