Ricco Barrino has been signed to Grand Hustle records since 2008 but has yet to release an album despite his talents as a singer, songwriter, and performer. The marketing campaign aims to release Ricco's debut album by December 2012 through increasing his online and social media presence, radio promotions, and a CD release party. The $75,000 budget will fund a music video, radio ads, online ads, and the release party to build buzz and sell Ricco's first album, positioning him as the new face of music appealing to young audiences.

1. Ricco Barrino 1
Ricco Barrino / Grand Hustle
Leita Wesley
MSP
Assignment 3
Professor Ana Reina
August 26, 2012

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State the Problem and campaign objective
The product that I have chosen for this assignment is Grand Hustle recording artist Ricco
Barrino, brother of American Idol Season 3 winner Fantasia Barrino. Ricco has been signed to
Grand Hustle since 2008 and has yet to release a CD. He’s a very gifted writer, singer, music
arranger, and performer. The problem with Ricco is he’s worked with people like R. Kelly, Day
26, Angie Stone, Jazzy Pha, T.I., and B.O.B. just to name a few. Ricco has been perusing a
career in the music industry for about 12 years but have yet to make a real deal happen. A few
years ago, Grand Hustle wanted Ricco to work on his image, so they provided him with a dental
plan including braces, a membership at the gym with a personal trainer, clothes, shoes, and cash.
These things did in fact work and had major labels looking into signing Ricco, but the CEO of
the label went to jail putting everything in limbo. The solution would be to put together a great
EP, get Ricco back into the gym, and put on a showcase.
With our marketing campaign we plan to turn that around.
Solution
The solution to the problem with Ricco Barrino and being signed to Grand Hustle would have to
be putting a CD out no later than December 2012. As long as Ricco Barrino gets his weight
down to at least 230 pounds this should be no problem at all. Setting him up with a gym
membership and a personal trainer would be something that would be most helpful. More studio
time is also something that should be looked into. With more of an online awareness, forming an
online street team, and interacting with his fans a buzz can be generated to prepare for the CD
release. Using the fame of his sister Fantasia is also an option with presenting Ricco Barrino to
the world on a platform that would potentially make him a star.

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Trigger
There’s a plan to showcase some of the new songs at a showcase in Atlanta for some music
industry executives. This will need to be planned around November or the beginning of
December. There also needs to be a CD release party once everything is set for his fans to
embrace the new music. The projected place for the release would be Epic Night Life in
Greensboro, NC which holds 500 people and the entry age is 21 and up. To get more people out
to the club there should be a meet and greet before the actual party with some radio giveaways.
Maybe he could give away some spots in VIP with him the night of the party for his fans.
Situation Analysis
Industry Overview
The music industry is an industry that is forever changing, yet still continues to keep the goal of
providing music for all genres to fall in love with. This particular industry has come a long way
from records and cassette tapes to CD’s and now digital. With music being digital it’s more
susceptible to get and easier to share. With the new digital age came bigger headaches caused by
Napster and illegal downloads of music, causing the industry to lose money. This year with the
help of digital downloads the industry’s Internet distribution skyrocketed and topped physical
sales of music. There are 4 major distributors in the music industry that are global. Warner Music
Group, EMI Group, Sony BMG, and Universal Music Group are known as the Big 4 in the
industry. The revenue for digital sales in the music business in 2010 was at 872 million dollars
for the year.
Internal Environment

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Rap artist T.I., and his business partner Jason Geter established grand Hustle in 2003. The label’s
music is distributed through Atlantic Records and a subsidiary of Warner Music Group, Atlantic
Records parent company. The label is based in Atlanta, Georgia and have a total of fifteen artists
signed to the label, Ricco Barrino being one of them. Only seven of the artists have ever came
out with official CD’s. The others are just signed to the label, which needs to be turned around to
help the label stay successful. Ricco Barrino has released a duet with both Fantasia, and Angie
Stone.
External Environment
External factors that play a part at Grand Hustle is the ever-changing issues with new artist
coming into the industry as competition, and T.I. the front man getting all the attention. Not
taking enough time to shape and mold the artist is also a huge problem. With all the new
independent labels popping up every day it’s hard staying in the lead. Independent labels account
for 18% of the music business today. Another external factor would be the illegal downloading.
This problem has been going on for years, and is rapidly slowing down, however not completely
yet. T.I. going to jail for a year and a day was a huge part of the problem because he is a part of
the label and decisions that are to be made there. T.I. being in jail was definitely not a part of
anyone’s plan at the label.
Competitive Analysis
Grand Hustle’s competitors are Brick Squad Click, Disturbing Tha Peace, Roc A Fella, and
Maybach Music Group. All these labels have a huge front man and over all presence. T.I. is in
good company with people like Ludacris, Waka Flocka Flame, Kanye West, and Rick Ross. The
artists named are major players in the industry and right now Rick Ross and Kanye West are
leading the pack.

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Target Audience for the Trigger
The target for the Ricco Barrino campaign will be ages 18-35 years, with an 85% ratio of
females and a ratio of 15% males. Demographically the majority of his fans will be located in the
South generally North and South Carolina, Georgia, Tennessee, and Virginia. He has to have a
sex appeal to the young women as this industry displays sexuality more often than not. We will
use social networking sites such as Facebook, Twitter, and ReverbNation. Right now Ricco is
number 1 on the ReverbNation R&B list for North Carolina artist. Playing at local colleges will
also help in gaining fans on this campaign.
Brand Position
Benefits
• Sex appeal
• Wow factor
• Trendy
• Entertaining the world around him
Attributes
• Vocal control
• Vocal range
• Well rounded
• Great visual presence
Points of Parity
• Marketing online
• Street teams/ Facebook/ Twitter
• Other labels have at least 1 sex symbol

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Points of Difference
• Already established as an artist and already has a wide fan base
• Writes/ Produces / Great Collaborator
• Overall Image
Brand Positioning Statement
To young people ages 18-35, Ricco Barrino is the face of a new generation of music that brings
about a good feeling making you want to dance and sing, because this is what’s missing in the
music industry today.
Structure Campaign Objectives
Marketing Objectives
• Record single to be released by the second week in October
• Shoot a promotional video for the first single to be released in November
• Send out email blasts to all top DJ’s
Advertising/Communication Objective
• Commercial ads for video channels to run for 1 month prior to release of CD
• Keep online promotion on going by fans
• Gain at least 40% more fans through online gifts
Campaign
• September 3, 2012 send out press release about Ricco Barrino, along with online banners
and promotional profile pictures for both Facebook and Twitter
• September 7, 2012 live ustream for the fans to interact and ask questions every Friday
• September 10, 2012 College Campus meet and greets start Monday- Wednesday
• September 21, 2012 Club Appearances for promotion

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• October 2 release single
Budget ($75,000.00)
• Facebook Promotions via Fan Page: Free
• Twitter Promotions via Ricco Barrino personal page: Free
• YouTube Video shot by a friend: $2,000.00
• Local Entertainment Newspaper Yes Weekly
• Press Release: $250.00 (Nakida Renee PR)
• Venue for the CD release Party at Epic Night Life: $1,500.00)
• DJ for the event: $250.00
• Misc., clothes, posters, etc.: $1,000.00
Promotional Mix
Paid Advertising
• Radio Ad Commercials: (NC, SC, GA, VA, TN) ($5,000.00) 1 week each station prior to
event
• BET Video Placement: $50,000.00 to be played 1 day for the new artist video
• Online Ads on Facebook $100.00 a day for 30 days ($3,000.000)
Press Release
• Viacom (BET, MTV, VH1) ages ranging from 13-35
• Billboard.com
• Rolling Stone Magazine
• Blogspots (NecoleBitchie.com, SandraRose.com, KarenCivil.com)
North Carolina

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• Yes! Weekly is a free publication about entertainment in NC with over 149,000 copies in
circulation per week.
• Radio in Fayetteville, Greensboro, Raleigh, and Charlotte.
Georgia
• Radio in Atlanta and Augusta
• Independent Weekly publication
South Carolina
• Radio in Greenville, Charleston, and Columbia
• One Love publication
Virginia
• Radio in Virginia Beach, Roanoke Rapids, Hampton, and Richmond
Tennessee
• Radio in Memphis and Munford
Sales Promotions
For every CD sold there will be also be a DVD of the video
Personal Selling
The night of the CD release party a video will be shot for the next single, and everyone in
attendance will have a chance to be on camera in the video.
Direct Selling
Text message alerts and emails will be sent out about the event with a special invitation. The first
50 ladies to the event will have a chance to take a picture and have it autographed by Ricco
Barrino.
Message Strategies

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Message
• Persuade
• The message from Ricco Barrino would be to tell people why they should come out to his
CD release party to help him celebrate the album finally coming out. Persuasion is a key
tool in marketing and is often used to get the job done.
Action Objective
The objective is to get fans to buy tickets to the CD release party for Ricco Barrino at Epic Night
Life and purchase a CD.
Coordinated Message and Themes
Ricco Barrino is a multitalented artist and songwriter that is ready to take over the industry.
Slogan
Pressing through it all to accomplish 1 goal. To be on top!

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References
Ricco Barrino Grand Hustle Recording Artist
Keith Mack Grand Hustle/ EMI Producer
Jason Geter Grand Hustle CEO
Taintor, C. (2004, May 27)
Chronology: Technology and the Music Industry:
http://www.pbs.org/wgbh/pages/frontline/shows/music/inside/cron.html
http://www.recording-history.org/HTML/musicbiz6.php
http://www.statista.com/statistics/186710/digital-music-revenue-in-the-us-since-2008/
Yes! Weekly Stats (http://www.mondotimes.com/1/world/us/33/1555/20011)
FaceBook. (n.d.) (pricing) Retrieved August 25, 2012, from
https://www.facebook.com/ads/manage/adscreator/?fbid=196231693743129&campaign_id=365
730201698&placement=fbpg1&extra_1=not-admgr-user&extra_2=2705
GrandHustle (n.d.) Retrieved August 25, 2012
http://www.grandhustle.com/

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