Consumer Brands Case Study

Designing a music goldmine
How Sanctuary struck gold with Mystery

Bob Marley and The Wailers were the superstars of the Jamaican music scene – but there is much more to Jamaica’s music heritage than that.

This fact stared Sanctuary Records marketing experts in the face when they bought Trojan Records. The legendary Jamaican record label had an extensive back catalogue so the question was how to market this successfully, when reggae is a niche market whose low sales preclude large marketing expenditure?

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