Disney: The Ultimate Marketing Machine
In the last few years, the House of Mouse has carefully honed its skill. They are the exemplar of cross-promotion, and now they're practically printing money.
The Disney Channel serves as a launch pad for young careers, and associated merchandise. Of particular note is their deftness in music. It all started with Lizzie McGuire. Not only was it a spectacularly successful show, but it turned Hilary Duff into star. Merely acting isn't enough to make it on the Disney Channel now; all of their live-action shows work in musical numbers with varying degrees of regularity.
Their promotional abilities are awe-inspiring. The number one album on this week's Billboard chart is the soundtrack to High School Musical 2, making an impressive debut. This came as a surprise to no one. A true surprise was last year, when the original film's soundtrack quickly worked its way up to #1. This time around Disney was building on a massively successful franchise. The made-for-TV movie has become a genuine cultural phenomenon with the tween set, spurring a live concert tour, an ice-skating show, and myriad branded merchandise from backpacks to party plates and napkins. The original soundtrack was also the best-selling album of 2006, and the sequel has a good start on earning the same distinction for 2007. The success of HSM has also led to reasonably successful solo albums for two of the stars.
Disney works hard to keep its stars in front of you. They make frequent guest appearances in Disney Channel shows, show up as guests on ABC morning shows, and appear in endless self-promotion commercials.
And just what is Billboard's #2 album of the week? Why it's the second Hanna Montana soundtrack. Disney created an entire show about a fictional pop star, instantly transforming Miley Cyrus into a real star. A new episode of Hanna Montana came on after the premiere of High School Musical 2. Special guests: the Jonas Brothers, recent additions to Disney's Hollywood Records label. The Disney Channel has been showing Jonas Brothers music videos for months now, during commercial breaks. The brothers' eponymous album debuted last week at #5 on the charts. Climbing back up to #16 was the original HSM soundtrack. At #34, the original Hannah Montana soundtrack. And it doesn't stop there.
As we all know Disney's all about family. A few years ago, the Disney Channel had a series about some time travelers called Phil of the Future. Phil's friend and romantic interest sang in a few episodes, but nothing big. Turns out she has a sister. "Aly and AJ" then starred in their own Disney Channel Original Movie, which while it didn't feature them singing, did help promote them. Their album is now #46 on Billboard. Billy Ray Cyrus, who stars on Hannah Montana with his daughter, is now also on a Disney label; his album is currently at #74.
Disney works its magic by keeping its telegenic stable constantly in front of its audience. I don't have any vested interest in their success, but I admire clever marketing, and they've got skills.