Physical Vinyl promotional campaign
20sPrimary Wave's Joshua Rothstein on Why Musicians Aren't Like Other Influencers
Currently the partnership marketing manager at Primary Wave Entertainment, Joshua Rothstein has brokered well over seven-figures worth of brand deals for a variety of artists including Olivia Newton-John, Styx, Alice Cooper, Aly & AJ, Cypress Hill, Melissa Etheridge, Fantasia, Skip Marley, Skid Row and Jefferson Starship.
Question - A recent project you're proud of.
Joshua - To celebrate the 40th anniversary of Olivia Newton-John's iconic single Physical,
Primary Wave partnered with Crunch Fitness, ThirdLove and Olivia to set the Guinness World Record for the most people performing lying lateral leg raises simultaneously (multiple venues) in homage to the legendary Physical
music video. 150 Crunch locations joined us, from the U.S. to Australia and beyond, and over 5,000 participants took part all over the world.
We had over 2,000 user generated videos on our TikTok challenge, the Physical
re-release reached No. 3 on the Amazon Pop Chart—behind two versions of the new Adele album — and hit No. 33 on Apple Music's All Genres chart. We earned over $5.7 million worth of media value with great support from the Today show, Entertainment Tonight, Extra, The Talk and CNN, among many others. Physical streams rose 600 percent during our campaign, our vinyl went No. 1 at Walmart and No. 8 at Target, and we raised over $50,000 for the incredible Olivia Newton-John Foundation Fund.
More on Physical 40th Anniversary vinyl release.