Certified Classics
Get On Down will feature Hip-Hop and R&B releases from iconic SME labels like Jive, Loud, Ruffhouse, J Records, Arista, LaFace, So So Def, Profile, RCA Records, Epic, and Columbia in a Certified branded section on our website. We can handle preorders and fulfill all D2C orders. This section can be linked from a shop tab on This Is Certified’s website.
Promotional Notes
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Email list
80,000 – featured release announcement email to all subscribers.
Follow up listings in weekly email blasts.
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Ads
Targeted paid Facebook and Instagram campaigns. $3K to $5K spent on average.
Approximately 650,000 impressions
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Social Media
Instagram: 39K Followers with an average monthly reach of 350K+ accounts and an average 3% engagement rate @Shopgetondown. 3 to 5 posts, plus stories
Facebook: 16,132 followers @GetOnDown. 3 to 5 posts- plus artist product Facebook banner takeover
Twitter: 3,913 followers @getondowntweets. 5 to 10 tweets -plus Twitter home page banner takeover
YouTube: 1,500 subscribers @getondowntv.
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Contests
We use viral sweep to run promotional giveaway contests for test pressings, limited releases and autographed items. Partner with hip-hop influencers for giveaways
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Customer Demographics
90% Male 10% Female
#1 Age M 35-44
#2 Age M 25-34
#3- 45-54
#4-18-24
AOV- $65
US = 75%
Outside US = 25%
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Website Traffic
78,000 average monthly visitors
273,132 average monthly page views
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Events
Pre-Pandemic, we often partnered with the Mobile Mondays DJ crew for album release parties in NYC. Guest included industry staples like Stretch Armstrong, The Beatnuts, Just Blaze, Kenny Dope, Todd Terry and Easy Mo Bee
Case Study: Benny The Butcher - The Plugs I Met II
In March of 2021 we released The Plugs I Met 2 by Benny The Butcher and Harry Fraud as a direct-to-consumer exclusive. We sold out of 2,500 units across 5 vinyl variants in less than 30 minutes. We sold an additional 2,800 on standard black vinyl, 800 CDs, and a limited 500 unit cassette in one day, totaling 6,600 units. The album debuted at #5 on the independent album charts and #8 on the vinyl charts.
There was no radio play prior to the album dropping and social media and email were the main drivers of sales.
The success of this campaign led to a deluxe expanded edition housed inside a custom made “Butcher’s” Lunch Box.
