ARTIST NAME

Marketing Plan
S/D - July 17, 2007

Artist: Artist Name

Title: XXX
Street Date: July 17, 2007
UPC: 123931201049
Selection: SMI-04
SLP: $18.98
I/0: 40,000
Co-op: $60,000

Artist Origin & History:

Artist started his career in the early ‘90s and took over the midwest with songs like xxx
and xxx. Still touring 15 years later, Artist has established a loyal and dedicated fan base
that developed through organic marketing and promotion. The Kansas City rap king has
sold more than 700,000 albums independently, performed in front of more than half a
million people in the last three years, and established himself as one of underground rap’s
most respected artists.

Now, the undisputed KING of the indie rap world is back and he brought his whole crew
with him on the new release from LABEL, “ALBUM TITLE.” Artist continues to break
down barriers and set new industry standards for independent rap artists. Artist has
proven to be the biggest truly independent rapper in the country as measured by
Soundscan!!! The album will feature all new music from Artist and his cohorts including
_________, _________, __________and more. Artist is consistently in the Top 20 Hip-
Hop artists worldwide on the MySpace charts with nearly 200,000 friends, 3.8 million
page views, and 10 million song plays. Artist has a fiercely loyal fan base which is
achieved through his almost unheard touring schedule. Artist is now doing over 150
shows annually to stay closest to those who have made him successful and has rightfully
been referred to as the hardest working artist in the rap game. “ALBUM TITLE” is the
follow-up release from LABEL after the massive success of ARTIST’S last studio album,
“PREVIOUS ALBUM TITLE”, which debuted at #2 on the indie chart scanning almost
22,000 units in the first week. The record has gone on the scan more than 100,000 units
in the last 7 months and continues to scan more than 1,200 units per week.

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 Previous Releases: SoundScan History

Release TW YTD RTD

Title Label Date Format Sales Sales 2006 2005 Sales
A MSCM 2002-09-24 Album 580 12,996 32,469 39,092 262,482
B MSCM 2003-01-14 Album 431 9,617 25,297 30,288 153,000
B INT 2001-07-31 Album 0 6 13 22 82,693
C VNR 1999-06-30 Album 0 137 504 727 20,407
D (ED) SMIF 2007-04-17 Album 21 212 0 0 212
D
SMIF 2006-11-07 Album 1,108 35,498 59,679 0 95,177
(RELIGION)
E MSCM 2004-07-27 Video 25 406 1,206 3,110 11,511
F MSCM 2005-03-22 Album 244 5,620 17,336 45,869 68,825
G MZRY 2000-02-08 Album 12 256 377 1,423 11,299
Total Album 2,396 64,342 135,675 117,421 694,095
Single 0 0 0 0 0
Video 25 406 1,206 3,110 11,511

Many people believe that rap records have a short shelf life; well, ARTIST is
definitely an anomaly. As you can see from the SoundScan above, ARTIST
continues to sell 500 units per week on records that are seven years old!!! “ALBUM
TITLE” will obviously perform well on its own right but we have the opportunity to
boost our catalog sales at the same time. RECORD COMPANY is currently
working with __________ to put “SINGLE” into a Phase II campaign.

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 Retail Objections and Rebuttals (F.A.Q.)

1. Isn’t ARTIST a regional artist?

INCORRECT – Artist has toured all over the U.S. headlining sold-out shows from coast
to coast. Artist has also performed on several continents in front of crowds in excess of
100,000 including Australia, Europe, New Zealand and others.

Artist has toured and done events with superstars such as _____,______, __________,
and many others. In addition, if you refer to the XXX Tour schedule, ARTIST will hit
markets all over the United States. In a business that is seeing unparalleled attrition,
we are actually growing ARTIST‘s fanbase. His most recent record, “TITLE” is
trending 32% higher than his previous release, “TITLE” (which has already
scanned 260k+).

2. Should the sales numbers for PREVIOUS ALBUM, which was an album released
under the same type of mantra, serve as an accurate forecast for the sales
performance of “NEW ALBUM” ?

INCORRECT – PREVIOUS ALBUM was released for two reasons. The first was that
bootleggers were issuing some very poor quality material of some of ARTIST’s earlier
work. ARTIST was insistent that anything representing his name and intended for his
fan base would be of the highest quality possible. The album was essentially put out as a
service to the fans with some of ARTIST’s older material and was put out with no
marketing support to insure that no one would confuse it with the upcoming album.
Despite these hurdles, “PREVIOUS ALBUM,” has gone on to scan almost 70,000 units
to date. “NEW ALBUM” contains 17 brand new studio tracks on which ARTIST
appears on all 17.

3. How popular is ARTIST?

VERY POPULAR – Below is a sample of statistics as they relate to ARTIST:

• ARTIST’s Myspace.com page is currently ranked in the top 20 in the Myspace

Top100
• ARTIST’s Myspace.com page averages 10,000 daily plays
• ARTIST has had over 10 million total plays on Myspace
• ARTIST has almost 200,000 friends on Myspace
• A recent Google search of ARTIST found over 1.1 million mentions
• The Official ARTIST Web site carries an Alexa Rating (a rating of the most
popular sites on the internet) of 422,000 (3 month traffic average) with 73 other
websites linked to www.ARTIST.com
• ARTIST has soundscanned more units than any other independent rapper
(excluding TVT and Asylum artists)

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 • Views on youtube.com of ARTIST’s videos “XXX,” “YYY,” “ZZZ,” the EPK,
and various live performances are numbered over 1,000,000 and growing daily.

4. What type of sales should we expect for the first week (what should my I/O be)
and what are you basing it on?

I/O of 40,000 – First week sales of 12,500 – This is a reasonable sales expectation for
the first week. This is based on several factors. First, the strong sales numbers of
“ALBUM” which is 7 months old and is currently scanning 1,100 plus units per week
and total scans of more than 100,000 units. Second, the 50 dates of the XXX Tour which
coincides with this release combined with the strong promotional and marketing efforts
listed in the outline of this plan.

MARKETING AND PROMOTIONS DETAILS

TOUR SCHEDULE

ARTIST is one of if not the most aggressive artists in regards to tour schedules and
maintaining a close relationship with his fans. He will headlin the XXX Tour which hits
venues ranging in capacity from 2,500 to more than 7,500. The following are the details
on the past and upcoming Tour Schedule:

2003 – 96 Shows
2004 – 119 Shows
2005 – 134 Shows
2006 – 150 Shows
2007 – 75 Completed - 150 shows total (projected)

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 2007 XXX Tour

Date City State Venue

Sat, Jul 7 Albuquerque NM Sunshine Theater

Sat, Jul 7 XXX TOUR US BEGINS HERE
Sun, Jul 8 Albuquerque NM Sunshine Theater
Mon, Jul 9 Tempe AZ Marquee Theatre
Tue, Jul 10 Tempe AZ Marquee Theatre
Thu, Jul 12 Hollywood CA Henry fonda Theatre
Fri, Jul 13 Las Vegas NV The Joint
Sat, Jul 14 Anaheim CA The Grove of Anaheim
Mon, Jul 16 Eugene OR McDonald Theatre
Tue, Jul 17 Portland OR Roseland Theater
Wed, Jul 18 Seattle WA Moore Theater
Thu, Jul 19 Boise ID The BIg Easy
Fri, Jul 20 Magna UT The Great Salt Air
Sat, Jul 21 Denver CO Fillmore Auditorium
Sun, Jul 22 Rapid City SD Rushmore Plz Civic Ctr
Tue, Jul 24 Omaha NE Sokol Auditorium
Wed, Jul 25 Maplewood MN Myth
Thu, Jul 26 Des Moines IA Val Air Ballroom
Fri, Jul 27 Tulsa OK Cain's Ballroom
Sat, Jul 28 Kansas City KS Memorial Hall
Sun, Jul 29 Saint Louis MO The Pageant
Tue, Jul 31 Chicago IL House of Blues
Wed, Aug 1 Milwaukee WI The Rave
Thu, Aug 2 Detroit MI State Theater
Fri, Aug 3 Columbus OH Lifestyles Pavillion
Sat, Aug 4 Cleveland OH Agora Theater
Sun, Aug 5 Mokena IL The Pearl Room
Tue, Aug 7 Buffalo NY Town Ballroom

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Wed, Aug 8 Worcester MA The Palladium
Thu, Aug 9 New York NY Grand Ballroom
Fri, Aug 10 Hartford CT Webster Theater
Sat, Aug 11 Philadelphia PA Electric Factory
Sun, Aug 12 Baltimore MD Rams Head Live
Mon, Aug 13 Norfolk VA The Norva Theatre
Tue, Aug 14 Myrtle Beach SC House of Blues
Thu, Aug 16 Ft. Lauderdale FL Culture Room
Fri, Aug 17 Orlando FL House of Blues
Sat, Aug 18 St. Petersburg FL Jannus Landing
Mon, Aug 20 Houston TX Warehouse Live
Tue, Aug 21 San Antonio TX White Rabbit
Wed, Aug 22 Dallas TX House of Blues
Thu, Aug 23 Wichita KS The Cotillion
Fri, Aug 24 Columbia MO The Blue Note
Sat, Aug 25 Oklahoma City OK Diamond Ballrom

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 STREET TEAM PLAN

LABEL and ARTIST have developed and established one of the most effective street
teams in the country. They have mastered the art of taking over a region and creating
hype at every level. This hype creates fans and awareness that translates into concert
ticket sales and eventually the sale of product at retail.

$50K budget

Entire fleet of vehicles wrapped including box trucks, vans, etc. (13 in total),

Posters, Flyers, Flats, Samplers, Street Snipes, stickers and more (75K Samplers,
250K Flyers, 10K Street Snipes etc.,)

Samplers and other giveaways at key locations catering to our demographic
including Movie Theaters, Tattoo Parlors, Skateboard Parks, Car Shows, and
other large events.

Organized and detailed approach and implementation of Street Team Marketing
Strategy including 26 captains, 300+ members, and access to over 2,000 street
team volunteers

Acquisition of space in Key Retailers location(s) – Wherehouse Music, 7th
Heaven, Independent, Streetside Records, etc. (the inclusion of large custom
displays and POP materials)

Education of staff in key retail locations to assist in building sales and creating
buzz to generate more album sales and orders

PRESS PLAN

Publicity will be handled by a national publicist, regional publicist, tour publicist and a
high level media consultant. We will secure features, COVERS and/or reviews with as
many of the following publications as possible (confirmations updated as they happen).
The cover of the August issue of Murder Dog has been confirmed.

MAGAZINES (National)
• Billboard
• Blender
• Complex
• Don Diva
• DUB
• Elemental
• Entertainment Weekly
• Fader
• FHM
• King
• Mass Appeal
• Maxim
• Murder Dog – Cover Confirmed
• Ozone

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 • Rides
• Rime
• Rolling Stone
• Scratch
• Spin
• Source
• Stuff
• Thrasher
• XXL
• The AVE
• URB
• Vapors
• Vibe

MAGAZINES and PAPERS (Regional)

• Pitch Weekly
• Cinemetal
• Distortion2Static
• Eastbay Express
• Exclaim
• Hook
• Jointz Mag
• Juice Mag
• Kansas City Star
• Kotori
• Mean Street
• Modern Fix
• On Point
• POUND
• RE-UP
• Rock and Rap Confidential
• Ruckus
• San Diego City Beat
• Synthesis
• Wav

ONLINE
• Allhiphop.com
• Bet.com
• MTV.com
• Sohh.com
• mtvnews.com
• siccness.net
• craveonline.com
• hiphopdx.com

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 INTERNET PLAN

◊ Outreach: Utilize related online communities in order to become apart of the

sites and forums and utilize viral marketing to reach consumers on a direct level
and obtain fan feedback.
◊ Third Party Promotions: Increase visibility for ARTIST’s new album through
third party promotions that would feature content placement on music and
lifestyle sites relating to the niche genre.
◊ Retail Support: Distribute information about the availability of the album and
continue the grassroots marketing campaign promoting the album, with focus on
sales support after release.
◊ Social Networking: Increase visibility of ARTIST’s new album through social
networking communities (http://www.Myspace.com/ARTIST,
www.ARTIST.com, etc.) through Bulletins, exclusive campaigns, ads, contests
and custom layouts.

The campaign will target various music and lifestyle communities in order to generate
awareness for the release.

Consumer Advertising:

• Print Advertising: Full-page ads in XXL, Source, Murder Dog, etc. – Tagging Best
Buy and FYE

• Television Campaign: $75K TV Buy targeting BET’s 106 & Park, Rap City, and
Comic View as well as Comedy Central, Spike TV, MTV2, and ESPN – RETAIL TAG
AVAILABLE. There will be 30 and 60 second spots in the following regions:

• Kansas City
• Denver
• Seattle
• San Francisco/Oakland
• Portland
• Cleveland
• Salt Lake City

• Radio Promotion: $30,000 radio campaign targeting regional markets with :30 second
spot buys.

• Publicity: Confirmed cover of Murder Dog and features in Source, XXL, Vibe, and
Ozone in the August and September issues.

• Bus Benches: 100 bus benches throughout California – RETAIL TAG AVAILABLE

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 BILLBOARD PLAN

$25K in billboards placed strategically throughout key markets.

• Kansas City
• Denver
• Seattle
• San Francisco/Oakland
• Portland
• Cleveland
• Salt Lake City

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