Along with a Kids ´N Comedy show and a Long Island Farm and Spirits Tour, you can buy tickets to see Keyshia Cole at the Best Buy Theater in New York on the LivingSocial website. The package is going for just $59 and you get a general admittance ticket, Skip-the-Line Entry, coat check voucher and a drink voucher. The show will happen on November 19. You have two days to get yours.
It sounds odd to us for a singer of Cole’s caliber to be offering a special ticket package online. To be fair, today the deals site features packages to attend the UR1 Fest in Miami, which will have acts including Kanye West, Keane, and Lenny Kravitz. For $499, you get a two-day pass (December 8 and 9), access to the media rooms where the acts are interviewed, money for souvenirs, prime seats, and an open bar. A weekend like this is usually reserved for someone with bucks to toss around. At $500, this is a mega discount, but it’s still not something that’s so cheap it loses the vibe of exclusivity.
Cole may be banking that her new CD Woman to Woman does better than her last, Calling All Hearts, which had low sales. After all, getting butts in the seats and records out the door is the larger goal. But doing ticket promotions like this one could damage her brand. Such a move (at such a price) gives the impression that concert sales (and interest in seeing her live) have bottomed out.
On the other hand, there are lots of people who want to see her on TV. The songstress has become a successful reality show celeb, with her BET program, Keyshia & Daniel: Family First, scoring big ratings for the network. The show has redefined Cole’s brand, giving her an “I’m just like you” air. But to sell tickets and CDs, she needs celebrity appeal. The deal works against that. And as evidenced by our recent slideshow, it’s important that modern divas have a strong brand, which becomes a calling card for fans and staying power at a time when many famous people are just a flash in the pan.
During her career, Cole has released four top-ten albums, had three number-one singles, and garnered four Grammy nominations. She is a successful woman, and the people doing her marketing need to perpetuate that image, not one of a singer desperately seeking sales.