Tsunami was privileged to enjoy a long-term relationship with Target Corporation, advising the U.S. big-box retailer on new developments and trends in music, the industry’s transition to digital and innovative ways to grow Target’s market share in the music space.

Tsunami broke new ground for Target by retooling the retail exclusives model, transforming it from a traditional one-way sale into a collaborative partnership with the artist.  The premise for the artist was a win-win situation – trade out exclusivity in consideration of significant national marketing, media, and instore exposure, where the risk and reward were shared.

The program’s highlight was the highly successful release of Pearl Jam’s BACKSPACER album, which was Only At Target, and managed by Tsunami under its Label Services Group;

• Negotiated the deal terms with Pearl Jam’s management and legal on behalf of Target

• Developed the mutually agreed P&L and coordinated manufacturing, shipping, marketing budgets, and other business requirements.

• Assembled and oversaw an entirely outsourced marketing team, including radio promo, press, lifestyle marketing, video promotion, and sales.

• Delivered Target incremental marketing support, including endcap POS, circulars, and significant national media buys (TV, radio)

[Footnote:  the Only at Target Pearl Jam release debuted at #1 on Billboard and out-performed their previous Sony release (available at all retailers).  Target also benefitted from increased footfall, incremental sales, and significant industry and consumer press.]