Recently Katy Perry and her team partnered with Clear Channel as well as Paramount Pictures to launch a massive media initiative in support of the premiere of her movie, Katy Perry: Part of Me. Utilizing their nationwide platform on iHeartRadio and other media outlets they generated listener support and excitement for the film in addition to Katy Perry’s new custom iHeartRadio station. Tim Castelli, President of National Sales, Marketing, and Partnerships for Clear Channel Media and Entertainment sat down with me to lend his insight to the campaign, working with Perry and the coordination efforts that go on behind the scenes for one of these global campaigns.
Marian: Could you speak a little more in depth about the marketing and campaign strategy for the Katy Perry: Part of Me movie launch?
Tim Castelli: Clear Channel and Paramount Pictures launched this major media marketing campaign by leveraging our platforms, including on-air mentions across our radio stations and custom content for iHeartRadio, to mobilize and excite audiences about Katy Perry: Part of Me. The campaign elements itself are completely unique to Clear Channel, combining our top programmers, great relationship with listeners and national/local promotional power.
Marian: Did you work with Katy directly on the concept and different aspects of this campaign? If so what was she like?
Tim Castelli: The campaign was a collaborative effort between our Programming and Sales divisions with Katy’s management and Paramount’s Insurge Pictures. “Katy Perry: Part of Me Radio,” launched on iHeartRadio and she had a very hands on role with the original digital Custom Station that highlights the music that inspired and influenced her growing up and also features exclusive, custom content by Perry.
Marian: With such a broad audience on Clear Channel and iHeartRadio, as well as their wide reaching influence, what is Clear Channel’s formula or criteria when creating a campaign around an artist? How much does the artist’s message, influence, etc., factor in?
Tim Castelli: We can customize a campaign for any artist, film, television launch and more. For each campaign it is important that we target the most appropriate stations and audiences based on the campaign’s product and messaging in order to provide the best experience for our listeners and impactful results for our partners. Katy Perry has broad appeal, which allowed us to expand across a few different formats, focusing on Contemporary Hit Radio (CHR) and Hot/Modern Adult Contemporary (AC).
Marian: For those of us on the outside, can you explain the logistics of coordinating a campaign of this scale, in conjunction with star personalities like Katy or Ryan Seacrest?
Tim Castelli: We already have great relationships with music labels and artists, who know our promotional power and media value. Our partnerships with star personalities are mutually beneficial because of the natural relationship that exists between radio and artists.
Marian: What are some of the biggest challenges you face when running a campaign of this magnitude?
Tim Castelli: The biggest challenge is managing and prioritizing the campaigns with the many promotional opportunities that come our way. Our goal is to create results-driven campaigns that offer exciting and engaging content for our audience.