In the six years since Justin Timberlake last released an album (the critically acclaimed “FutureSex/LoveSounds”) fans waited patiently for his return. After acting in a string of films (most notably the Academy Award nominated The Social Network,) and getting married to actress Jessica Biel, the former N*Sync frontman has found his way back to the music in a major way, with his latest offering “The 20/20 Experience.”
If the numbers are any indication (The 20/20 Experience is on target to sell more than 950,000 copies in its first week on shelves), the album was well worth the wait, both for the fans and Justin himself. What’s made this effort so successful? Apart from the sheer anticipation of new, quality music, it should be noted that Timberlake took a “less-is-more” approach to marketing the project, and capitalized off of the strength of digital media to do so.
By strategically announcing creative partnerships with brands like Bud Light and Target, Timberlake was able to integrate his music seamlessly with lifestyle marketing. By making extremely selective choices in television, radio, and award show appearances, he was also able to create a huge buzz arout the project, without having to be everywhere at the same time, and simultaneously overwhelming the audience he was trying to attract.
Now, off of the strength and success that he’s seen with music, Timberlake and his team are hoping the same buzz will help drive the resurgence of The New Myspace, the social network for which he serves as Creative Director and stock holder. Rebranded as a place for creatives to share their work, The New Myspace saw a surge in attention during this year’s SXSW Music Festival, after he opened the platform for attendees to RSVP for a secret performance at a venue in Austin, TX.
Timberlake is set to head out on a limited collaborative tour with Jay-Z in July, and will take the journey solo sometime later in the year. With his success, it would not be surprising to see artists use this campaign as a case study, in hopes of replicating the results. Here’s an infographic breakdown of Justin’s ventures and influence over the span of his career