Promotion
In November 2003, Barry Weiss spoke to Billboard and said that In the Zone was being promoted in a worldwide level, exhausting areas such as print and electronic media, TV, radio and video to raise awareness of the album's release. In addition, Jive worked with lifestyle marketer the Karpel Group to market the album to the gay community. Other broader-based marketing efforts included a tie-in with marketing company LidRock, where after ordering a soda at Sbarro, customers received a cup featuring the artwork and a three-inch disc in the lid featuring "Brave New Girl" and songs by two other artists. In December 2003, an updated LidRock disc included a remix of "Me Against the Music" without Madonna, as well as songs by fellow Jive acts Nick Cannon and Bowling for Soup. Regal Theaters also showed a short film that included footage of the making of Spears's music videos. Two national TV advertising campaigns began on November 1, 2003, one with a teaser ad in American comedy show Saturday Night Live and another exclusively on MTV. No sponsored cross-marketing campaigns were planned, as Larry Rudolph explained, " it's going to be more about the music than about corporate tie-ins." In terms of international exposure, during a fourth-month period Spears was featured in seven mini TV-specials and more than one-hundred and fifty interviews outside the US.
Spears first performed "Me Against the Music" at the 2003 NFL Kickoff Live on September 4, 2003 at the National Mall. The performance segued into a medley of "...Baby One More Time" and "I'm a Slave 4 U", which included pyrotechnics. On September 14, 2003, Spears played a surprise concert at Rain Nightclub in the Palms Casino Resort, and performed "Me Against the Music", "Breathe on Me" and a medley of "...Baby One More Time" and "I'm a Slave 4 U". On October 18, 2003, Spears performed "Me Against the Music" and "Everytime" during the twenty-ninth season of Saturday Night Live. Spears opened the 2003 American Music Awards telecast with a performance of "Me Against the Music". On November 17, 2003, a concert special titled Britney Spears: In the Zone aired in ABC. The following day, she performed "Me Against the Music" and "(I Got That) Boom Boom" on the American music show TRL at Times Square. "Me Against the Music" was also performed on American late-night show The Tonight Show with Jay Leno and American morning show Live with Regis and Kelly on November 17 and November 24, 2003. She performed "Toxic", "Breathe on Me" and "Me Against the Music" as the headliner of the Jingle Ball on December 8, 2003, at the Staples Center. On January 24, 2004, Spears opened the 2004 NRJ Music Awards with a performance of "Toxic". On August 5, 2004, Spears performed "Everytime" at the British music chart show Top of the Pops.
Read more about this topic: In The Zone
Famous quotes containing the word promotion:
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—Rutherford Birchard Hayes (1822–1893)
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—Frank Pittman (20th century)