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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Entertainment > Article Home Business & Finance News U.S. Politics International Technology Entertainment Film Music People Television Arts Industry Sports Lifestyle Oddly Enough Environment Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters Rob Thomas readies new album Sat Apr 25, 2009 3:17am EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Cortney Harding NEW YORK (Billboard) - In the midst of a photo shoot for a Bloomingdale's ad in Manhattan's West Village, singer-songwriter Rob Thomas overhears a conversation about Twitter. "Dude," he says, reaching for a new scarf to throw over a faux-vintage T-shirt, "I've gotten to the point where I sit around and wait for things to happen so I can Twitter them." Thomas Twittered about the interview ("Did an interview with Billboard during the shoot. She was nice and surprised at my normality. So I peed on her.") He Twittered about his outfit ("I'm totally rocking the light scarf. Nothing says 'rock' like the light scarf. Totally.") And he has Twittered about watching movies, being sick and making breakfast. In fact, if you subtract the time that Thomas spends answering fans' questions about his upcoming album and tour plans, he could be just another guy, Twittering his lunch break away. But of course, Thomas isn't your average nine-to-fiver. In addition to singing, he wrote or co-wrote all the songs on the Matchbox Twenty albums and his solo albums and also co-wrote the Carlos Santana smash "Smooth," the track for which he's best known outside North America. "I always saw being a rock star as my day job," he says. "I mean, don't get me wrong, it's a great job. But my job is to write songs and perform, just like your job is to do interviews and write articles. I don't think of myself as a personality." He isn't exactly a stranger, either. According to a survey commissioned by Warner Music Group, one-third of the total U.S. population age 13 and older is familiar with Thomas, and within this group 68 percent are fans of his music. Many of them have also bought his music: His band Matchbox Twenty's three albums and greatest-hits collection have sold 15.2 million copies in the United States, according to Nielsen SoundScan; and his first solo album, 2005's "Something to Be," sold 1.6 million copies. WORKING IT Even with that impressive track record, Thomas doesn't assume the public automatically will buy his next album, "cradlesong," due June 30 on Atlantic. Keenly aware that his fan base ranges dramatically in terms of age and technological interest, Thomas and his label are making every effort to reach people regardless of their chosen pop culture medium. So his marketing plan marries Twitter and TV and SayNow and the Sunday paper. The start of the campaign was Web-centric. Thirty-second clips of the first single, "Her Diamonds," were linked to March 31 on Twitter and Fanbase, the same day the ringtone was made available on his Web site. On April 22, the song premiered on Billboard.com, shipped to radio and launched as a ringtone -- fairly standard practice for a recording artist in 2009. On May 10, however, the single will go on sale at Best Buy stores around the country. The physical disc also will be advertised in the circular and provide fans with the ability to pre-order the new album. Thomas is going against the prevailing trend with his physical single. Many stores don't stock them, and sales have slid precipitously for several years. According to Nielsen SoundScan, 900,000 physical singles were sold in 2008, down from 1.5 million in 2007 and almost 3 million in 2006. Thomas notes that the marketing plan is less comprehensive than what was originally presented to him. "I'm fortunate enough to be at a stage where I can say, 'No, I need some time here and there' and 'I don't really want to do all of that,'" he says. "It's a double-edged sword, though, because I know that if the record doesn't sell as much as it could have, I have no one but myself to blame." If his previous sales are any indication, Thomas shouldn't have to beat up on himself too much. Still, he says, he's constantly reminded that it's a whole different world now than when Matchbox Twenty started out in the '90s. "We've always tried to be ahead of the curve," says his manager, Michael Lippman, who also manages Matchbox Twenty. Lippman says adopting new marketing methods is necessary because fans have reached a saturation point, besieged by so many bands and different media outlets that they're simply overloaded. "There is no more brand loyalty," Lippman says. "Nobody waits for albums; they just go out and find other bands. They are distracted and multitasking and can't be bothered to keep up. There was a time when a band could announce they were putting out an album, do a few interviews and play a few shows and people would just come and buy it. Now you have to keep convincing them." AVOIDING THE SPOTLIGHT Continued... View article on single page Share: Del.icio.us Digg Mixx Yahoo! 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