MAXI – The Sound Of Summer
Info
REAL LIFE in GLAMOROUS SHOES – that is MAXI, the young, sophisticated monthly magazine for self-confident women. The makers and their readers are one of a kind: the same wishes, the same troubles. They mirror their readers. MAXI is not only a look, MAXI is an identity. MAXI is in other ways decadent and beautiful – sometimes naive and playful, even girlish, yet elegant. This makes MAXI modern, different and hard to copy. MAXI readers are young working women with a good education and above-average net household incomes.
Starting situation
The management of the publishing house, as well as the main editorial office, wanted to increase sales by giving the readers of the June issue a special gift – a gift that would reflect the identity of the magazine and awaken emotions. They decided on an audio compilation of their own which would make the most beautiful moments of the summer unforgettable. amp was commissioned to make this CD.
Implementation
amp presented a concept called “Mix tape for a short summer trip” – choice, high-quality songs to take listeners on a short trip into the sun and to underscore the moments that make this trip unforgettable. The planned audio CD supplement was intended to set itself apart from common compilations by largely doing without so-called mainstream titles. Instead it would use “select pearls” of pop music meeting the standards of MAXI readers in terms of quality and statement.
Result
After choosing the titles, clarifying the rights involved and monitoring the specific stages of production, the compilation “The Sound of Summer – Maxi-CD Vol. 1” came into being. Songs by artists such as Phoenix, word-famous band from Versailles, Benjamin Biolay & Chiara Mastroianni, Lissy Trullie the strawberry blonde model from New York, Keren Ann from the Paris “nouvelle chanson” movement, and Jasmin Tabatabai delivered everything expected from the product. With its 250,000 copies, the CD substantially enhanced the issue’s sales, and feedback from readers shows that it really did help them enjoy a musically unforgettable summer.
