Preview Full Track
Hi, everyone -
I’m BEYOND excited to announce the upcoming launch of SIA’s first single and album on RCA Records US. For those of you that have been hiding under a paper bag, SIA has penned almost every monstrous hit in the last few years. In 2013 alone, she crafted songs for pop icons like Rihanna (“Diamonds), Katy Perry (“Double Rainbow”), Britney Spears (“Perfume”), Beyoncé (“Pretty Hurts”) and Celine Dion, as well as working with Diplo, The Weeknd, and Angel Haze. SIA is also the featured vocalist on the massive tracks “Titanium” with David Guetta, “Beautiful Pain” with Eminem, “Wild Ones” with Flo Rida, and recent smash “Elastic Heart” from “The Hunger Games Soundtrack” with The Weeknd and Diplo.

Her last solo album “We Are Born” was released over 3 years ago and won multiple ARIA Awards in her homeland of Australia, including Best Pop Album and Best Video for “Clap Your Hands.” SIA is multi-million seller, though many may not realize exactly who she is. Click here to read her Billboard cover story from late 2013 on which she wears a paper bag instead of showing her face entitled “This Artist is Responsible for over 12 Million Track Sales, Has a New Single on ‘The Hunger Games Soundtrack’ and Doesn’t Want to Be Famous” (photo above.) PopJustice also did a fantastic overview of SIA’s writing career as well that also discusses her distinctive sound and celebrating her as the “Pop Entity of 2013,” noting that SIA doesn’t go after celebrity stardom but that this year that may come to her doorstep anyway!

It’s in this vein that we are going to start the campaign with a sizzle reel that highlights her recording and songwriting successes to date that the average person may not know about – all without mentioning her name or showing her face until the very end of the sizzle reel. There will be a repeating, iconic visual to this campaign, SIA’s signature platinum bob, which will also appear in the reel. More on that, plus tools, below. The sizzle will launch 1-2 weeks before we ship the first single to radio to get both the press and consumers talking about her.

Our first single will be, “Chandelier,” written by SIA and produced by Greg Kurstin. The song is a big and beautiful mid-tempo ballad with sweeping vocals. We will also be creating chandelier stencils and bob (her hairstyle) stencils for local use to promote the song and connect it back to SIA.

In addition, SIA is not expected to do much promotion for this album, and whatever she does do would be of a special nature. Whether it’s a TV performance or a press interview, it must be conceptually unique. I highly encourage you to read the Billboard and PopJustice articles as well as check out SIA’s past work online. She is the anti-popstar, and we are looking for fresh, slightly off the wall ideas – not the typical pop star marketing plan. I will be setting up calls with markets to discuss your media targets and pitch to mgmt so please make sure you come back to me asap with team names and media proposals.

We have 6 incredible close to final tracks in that we are prepared to send as secure streams to the Sony teams working the projects and key tastemakers, which includes “Chandelier.” If you will be working Sia, please reach out to Caroline Abs so I can get you on the distribution list for future communications and send you the music.

Blonde Wigs -- $30/wig. Please come back to me and Jordan Braziel by Monday, 24th February with your orders.
Magnetic Paper dolls – approx $3 US/doll. Visual pending and will be sent through as soon as they come in. Please reach out if you’re interested.
Stencils of chandelier and wig – pricing pending but if you’re interested please reach out. Wig stencil visual attached.

As an example of wig promotions (referred to in the timeline below as Project Blonde Wig) – the US radio team is sending wigs to radio programmers to take selfies and post on their Instagram accounts. There are also street marketing teams getting out there with the blonde wigs to start buzz going in key markets (like NY/LA) with a lot of social media posting. Online buzz will begin on March 3rd, while radio will start week of the 17th, when the single ships. We also encourage you to get local celebrities that are fans of or previous collaborators of SIA to get in on this campaign!

Additional standard tools will be added to this list such as publicity photos, bio, etc, which will come in March.

Week of 3/3
• Sia Sizzle Reel to launch
• Initiate Project Blonde Wig online
• Project Blonde Wig street marketing runs at SXSW + NY/LA
Week of 3/17
• 3/17 - Zane Lowe premieres “Chandelier” on Radio 1 - TBC
• 3/17 - Sia releases “Chandelier” across her social networks following Zane Lowe premiere
• 3/17 - “Chandelier” available at iTunes and all digital service providers
• 3/21 - Initiate Project Blonde Wig with radio stations

Week of 4/1
• Single Press Release
Week of 4/7
• 4/7 - Interactive campaign begins – more on this in the next few days as details get finalized.
• 4/8 – Launch official “Chandelier” lyric video on VEVO/YouTube
Week of 4/14
• US Top 40 impact date
• Initiate Project Blonde Wig VEVO/YouTube Pre-Roll Campaign in conjunction with music video teaser
Week of 4/21
• 4/22 - Premiere official “Chandelier” music video on VEVO/YouTube

Week of 5/5
• Long lead press window. TBC on location and International dates.
Week of 5/12
• Long lead press window. TBC on location and International dates.
• 5/13 - Album pre-order with instant grat released on iTunes
• 5/13 - Pre-Order press release

Week of 6/3
• Instant Grat Track #2 Available on iTunes
• Track #2 Viral/Lyric video released
• LA Album Release Event
Week of 6/10
• New York Album Release event
Week of 6/17
• Album Release Date

US Status/Highlights:
o Sia’s 2008 album Some People Have Real Problems peaked in the top 30 on the Billboard 200.
o As a writer, Sia has collaborated with many artists including Christina Aguilera, David Guetta, Flo Rida, Afrojack, Shakira, Rihanna, Leona Lewis, Katy Perry, Ke$ha, Rita Ora, Britney Spears, Jessie J and Celine Dion.
o She co-wrote and featured on Billboard Hot 100 top ten hits, "Titanium" with DJ David Guetta, and "Wild Ones" with rapper Flo Rida.
o In 2005, "Breathe Me" appeared on the series finale of the HBO television series Six Feet Under and the broadcast of the 2006 Victoria's Secret Fashion Show.
o Sia co-wrote "Bound to You" for the soundtrack of Burlesque, which was performed by Christina Aguilera.
"Bound to You" was nominated for the 2010 Golden Globe Award for Best Original Song.
o The track “You’ve Changed”, off Sia’s 5th studio album We Are Born, was featured in the television show The Vampire Diaries, while "I'm in Here" (piano vocal version) was used in Gossip Girl and Rookie Blue.
o Flo Rida’s “Wild Ones” ft. Sia, was named the theme song for WWE’s biggest show of the year, WrestleMania XXVII.
o “Wild Ones” was nominated at the 2013 Grammy Awards, for Best Rap/Sung Collaboration.
The track also peaked at #2 on both the Top 40 and Rhythm radio charts.
o David Guetta’s “Titanium” featuring and co-written by Sia, peaked at #3 on the Top 40 radio chart.
o “Wild Ones” and “Titanium” have each sold over 3 million tracks to date!

International Status/Highlights:
o Sia’s features on David Guetta’s “Titanium” reached #1 in the UK and sold over 1.1 million singles there. Ne-Yo’s “Let Me Love You” also reached #1 there with over 400K sold.
o Rihanna’s “Diamonds” (written by Sia) was also a #1 single in the UK and Europe.
o Other features also garnered enormous success both in the UK and in Europe with “Wild Ones” hitting #4 and Rita Ora’s “Radioactive” hitting #8 in the UK.
o 2010 ARIA Awards - Best Pop Release, Best Independent Release, BEST VIDEO for CLAP YOUR HANDS
o I GO TO SLEEP featured in high rating Aus tv show ‘Packed To The Rafters’
o 2009 ARIA Best music DVD for ‘TV Is My Parent’
o We Are Born (2010) nearing platinum status for Australia while Some People Have Real Problems (2008) gold status
o ‘Clap Your Hands’ platinum single in Australia and “You’ve Changed” Gold Status.

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Much more to come! Let’s make 2014 The Year of SIA!


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