Live Nation Promotes Korn DVD22 May, 2006 By: Jessica Wolf
Live Nation, the live entertainment arm of Clear Channel Entertainment, is hitting the music DVD market hard for alt-metal rockers Korn.
Live Nation's Media Rights Division, in a distribution partnership with Image Entertainment, June 20 releases Korn: Live on the Other Side ($19.99).
The disc's release is timed to take advantage of Korn's seventh album, See You on the Other Side, released late last year, and ties into Live Nation's multi-act “Family Values Tour,” which kicks off in July with Korn as the headliner.
The day before the DVD streets, the concert footage will hit 100 theaters in 70 markets across the country via National CineMedia's Big Screen Concerts series.
Promos for those showings begin airing May 19 in the selected theaters, and should create 20 million consumer impressions.
Live Nation had a unique chance to flex all its marketing and platform-release muscles for this title, said Steve Sterling, SVP of programming and production for the company.
Everything's timed to have the maximum exposure carrying through to when the concert program hits video-on-demand services in the fall, shortly after the “Family Values” tour wraps up, he said.
The theatrical angle allows the supplier to get local radio stations involved in event promotion for the release, too, Sterling said.
Live Nation previously had aligned itself with Ventura Distribution for its music DVD titles. But, with Ventura in upheaval, Live Nation partnered with Image, making use of that company's special expertise in music DVD releases, Sterling said.
“We're not giving up on Ventura, but they obviously have a lot to deal with right now,” he said.
Ventura Distribution dissolved in an asset sale to First Look Media in March.
“Image really stepped up for Korn in a big way, really shaping up to a big big ship out,” Sterling said.
The Korn DVD includes behind-the-scenes footage, never-before-seen interviews with the band members and music videos.
While all the planets seemed to align to prop up this particular DVD and tie it into a very visible tour, it's not just a one-hit deal, Sterling said.
“This is something we're going to do in various forms and degrees with other artists,” he said.
Sterling said Live Nation is committed to expanding promotions for other music DVD titles, he said. Both the Korn disc and other Live Nation releases, like the Ozzfest: Tenth Anniversary disc will be promoted on jumbotron screens at Live Nation venues across the country.
Live Nation also has partnered with Trans World Entertainment. Fans who buy a ticket to this year's Ozzfest will receive a coupon discounting the price of the Ozzfest DVD at Trans World stores (including mall stores f.y.e,, Sam Goody and Suncoast).