MARIAH CAREY: 2020
PARNTERS
Mariah Carey, Roc Nation
Mariah Carey, Roc Nation
PURPOSE
Critically acclaimed and globally loved, 2020 was due to be a big year for the one and only Mariah Carey as it commemorated the 30th Anniversary of her first album and career beginnings. To celebrate with her devoted fans, MC gave them everything: her long awaited memoir, a Christmas campaign unlike anything done before, limited edition vinyl re-release of her entire collection, exclusive merchandise, a SUPREME collaboration, a new album which contained unreleased tracks, B-sides, and other rarities from her three decade long career, and MC30: a weekly yearlong campaign where Mariah unlocked "items from her personal vault" which included digital EPs, remixes, bonus cuts, rare tracks, acapella moments, and never before released live performances from every album era.
PLAN
Critically acclaimed and globally loved, 2020 was due to be a big year for the one and only Mariah Carey as it commemorated the 30th Anniversary of her first album and career beginnings. To celebrate with her devoted fans, MC gave them everything: her long awaited memoir, a Christmas campaign unlike anything done before, limited edition vinyl re-release of her entire collection, exclusive merchandise, a SUPREME collaboration, a new album which contained unreleased tracks, B-sides, and other rarities from her three decade long career, and MC30: a weekly yearlong campaign where Mariah unlocked "items from her personal vault" which included digital EPs, remixes, bonus cuts, rare tracks, acapella moments, and never before released live performances from every album era.
PLAN
- Created and Spearheaded the Release Campaign of Memoir and Audio Book “The Meaning Of Mariah Carey”
- Strategized and Executed Marketing Campaigns tor MC30 Campaign + “The Rarities” Album Release
- Strategized and Executed Marketing Campaigns Across MC Christmas Brand Including:
- Mariah Carey’s Magical Christmas Special with AppleTV
- Mariah Carey’s Magical Christmas Special Soundtrack Including Single ‘Oh Santa’ Featuring Ariana Grande and Jennifer Hudson
- ‘All I Want for Christmas Is You’ Song Campaign
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Secured and Spearheaded Exclusive Holiday Collaboration with Streetwear Brand SUPREME
- Led the 2020 Merchandise Business Including Limited Edition Memoir, MC30, Holiday and Vinyl Merchandise
PERFORMANCE
“Mariah Carey’s ‘The Rarities’ Shows That Even Her Castoffs Sparkle”
“Mariah Carey’s memoir is her best performance yet”
- #1 NYTIMES Bestseller Debut for Memoir “The Meaning Of Mariah Carey” + Audible #1 Debut On Release
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Receiver of the First Ever ‘International Icon Award’ From The French NRJ Awards to Commemorate Her 30 Year Career
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Mariah Carey's Magical Christmas Special with AppleTV Topped the AppleTV+ Chart In Over 100 Countries On Release
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"All I Want For Christmas Is You" Broke the All Time Record for Biggest Single Day Streams in Spotify History (17.2 Million) As Well As Made Mariah Carey the First Artist in History to Rank #1 on the Charts in Four Distinct Decades
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After 26 Years, "All I Want For Christmas Is You" Also Finally Became A #1 Song in The UK, Making Mariah Carey the First Artist to Have a #1 Holiday Song in the US and UK at the Same Time
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Within 24 Hours of SUPREME Collab Launch, it Sold Out Across E-Commerce and Storefronts in New York, Los Angeles, London and Tokyo
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MC Merch Sales Increased +X3 From 2019 to 2020
“Mariah Carey’s ‘The Rarities’ Shows That Even Her Castoffs Sparkle”
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Variety
“Mariah Carey’s memoir is her best performance yet”
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LA Times
- CNN