Pop foursome FFH's April 15 label release, Ready to Fly, is poised for success due in part to a strategic marketing effort. The Essential Records campaign includes a music video, promotional appearances, comprehensive retail marketing, radio airplay and early coverage by select print publications.
FFH recently filmed a music video for the new record's stand-out track and title cut, "Ready to Fly," its first such endeavor since 1998's "One of These Days." Shot in New York, the video's production team included producer/director W. Michael Wilson, expert editor Brian Durkin (Sprite, AT&T and Ameritrade ads) and director of photography Leif Husted-Jensen (Public Enemy, among other video credits).
Additionally, the group has been busy premiering music from Ready to Fly at special events throughout the winter months. Among its recent appearances, FFH entertained fans at the Memphis Grizzlies vs. New York Knicks National Basketball Association game as part of a Faith and Family Night program. A few weeks later, the band traveled to Indianapolis for the Christian Bookseller's Association's annual Expo conference, where it debuted songs at Tuesday evening's Pacesetter Event. FFH will also participate in April's Gospel Music Week 2003, taking the stage at Essential Records' Ryman concert, among other high-profile performances.
CBA retail will be affected by efforts to promote Ready to Fly as well. A special bonus dvd, including the new FFH music video, devotions written by the band, behind-the-scenes interviews, photo gallery and more, will be made available to consumers free with the purchase of Ready to Fly. Essential Records also plans to secure catalog advertising in spring pieces for all major chains and regional stores. Ready to Fly will be a main focus of Provident viewscan and in-store play loops beginning in February. Merchandising opportunities for the album will include endcap materials and an FFH floor display/artist standee.
Music from Ready to Fly will be impacting airwaves via radio play on Christian stations across the country. "You Found Me," the first single from Ready to Fly, climbed its way to No. 13 on Radio & Records' Christian Adult Contemporary Top 30 chart this week, only three weeks since the song's debut. Media are responding with early requests for interviews, as buzz about the project is already circulating among print, television and Internet outlets.
Plans are also in development for a promotional tour in mid-April and a major market tour beginning in late April. Details on both are forthcoming.
FFH is Michael Boggs (guitar, vocals), Jennifer Deibler (guitar, vocals), Jeromy Deibler (guitar, lead vocals) and Brian Smith (vocals, bass). Sales of the band's three recordings have collectively reached close to one million copies and generated numerous radio hits. The group's August 2001 release, Have I Ever Told You, garnered three No. 1 radio singles, including "Watching Over Me," "On My Cross" and "Before It Was Said." The latter will contend in the category of Inspirational Recorded Song at the 34th Annual Dove Awards, while its writers, Michael Boggs and Jeromy Deibler, were nominated as well. Jennifer Deibler also received a nomination for her contribution to the Girls of Grace project, up for Special Event Album of the Year. For more information on FFH, please visit www.ffh.net or www.essentialrecords.com. Provident Music Group is among the world's top Christian music companies and includes Essential Records among its labels. Provident Music Group is a division of the Zomba Group of Labels, which was recently acquired by BMG.
By Robert Parrish