Market Overview

Sony Music's Legacy Recordings Teams up with Digital Campaign Company Wyng for "30 Day Vinyl Giveaway" Campaign


Music's Legacy Recordings
worked with digital campaign platform Wyng
to launch its "30
Day Vinyl Giveaway
" campaign, running throughout the month of April.

In 2016, more than 3.2 million vinyl records were sold, demonstrating a
new wave of demand and love for the old-school format. Sony's 30 Day
Vinyl Giveaway was conceived to target and continue building Legacy
Recordings' community of music and vinyl lovers, offering access to win
records by signing up for the giveaway. With its eclectic choices and
interesting facts, the campaign was music to fans' ears.

Created on a scalable and agile Wyng platform that leverages consumer
and data APIs to deliver real-time campaign metrics, Sony is
experiencing impressive performance 28 days into the 30-day giveaway;
clocking more than 23,700 entries on the giveaway microsite.

"We're constantly seeking to connect music fans with artists and albums
that resonate," said Adam Block, President, Legacy Recordings. "In
partnering with Wyng, we've created an engaging campaign that excites
music lovers, and allows us to gain insights into their musical tastes
and preferences that will directly inform our curation for them moving

Throughout the month of April, the 30
Day Vinyl Giveaway
reveals a new vinyl album daily, and consumers
can enter for a chance to win. Wyng worked with Sony to design a digital
platform to reach and engage the music-obsessed who comprise Legacy
Recordings' core customer base. The campaign utilizes the Wyng Countdown
Calendar template, employing unique design elements such as a daily
album cover reveal and related trivia and facts to break through
consumers' cluttered inboxes and capture their attention.

"Sony Music has a strong legacy of providing consumers with access to a
dazzling spectrum of artists, helping them chart a very personalized
path of music discovery," said John Yapaola, CEO, Wyng. "We're thrilled
to provide a customized platform to elevate the brand's consumer
influence, and deliver crucial data that will help Sony further hone its
future marketing to its customers."

The giveaway launched with David Bowie's Legacy!, and subsequent
album offerings have departed from commercially successful standouts to
offer lesser-known gems from popular artists, like Bruce Springsteen's Hammersmith
Odeon London '75
, a 4LP recording of the band's first European
performance. Several of the albums, like Dennis Wilson's Bambu (The
Caribou Sessions)
, won't be commercially available until after the
campaign ends, and a few will be sold only on Record Store Day, a global
event that celebrates the culture of the independently owned record

View or participate in the 30 Day Vinyl Giveaway campaign by visiting
Official rules for participation can
be found here

About Legacy Recordings: Life Changing Music

Legacy Recordings, the catalog division of Sony Music Entertainment, is
home to the world's foremost library of historically significant
commercial recordings, a peerless collection of works by the most
significant musical artists of the 19th, 20th and 21st centuries. Across
a variety of platforms, the label has revolutionized the catalog market,
offering contemporary music fans access to thousands of meticulously
restored and remastered archival titles representing virtually every
musical genre including popular, rock, jazz, blues, R&B, folk, country,
gospel, Broadway musicals, movie soundtracks, rap/hip-hop, world music,
classical, comedy and more.

Founded in 1990 by CBS Records (rebranded Sony Music in 1991), Legacy
has expanded on its original mission (preserving and reissuing back
catalogs of Columbia Records, Epic Records and associated CBS labels) to
provide new and innovative avenues for artist and repertoire exposure
including Grammy winning curated retrospectives, social media campaigns,
Oscar winning soundtracks, new talent signings and groundbreaking
campaigns for established artists and catalog projects.

About Wyng

Wyng is a digital campaign platform for brands and agencies to build and
run campaigns that drive participation and elevate consumer influence.
We powered the first Super Bowl hashtag commercial in 2011. Since then,
we've continued to evolve our platform to align with shifts in consumer
behavior through a robust library of campaign templates. We help brands
create communities, what we call tribes, bound by affinity and
connection. Wyng is headquartered in New York City.

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