Sony Music: Using Emotion to Spur Music Sales

Project Info

Project Description


Volume PR was selected by Sony Music Entertainment to launch the company’s “Patriotic Country” music collection featuring patriotic songs from some of the nation’s most successful musical artists. A portion of sales from the collection was donated to the USO, active-duty troops and the families of fallen soldiers.


Identify and build consumer desire for music on CD during a time of declining music sales, streaming music services and decreasing interest in the purchase of full-length music collections (over single-song sales).


Volume PR recognized immediately the power of engaging human emotion to drive consumer behavior to purchase the music collection. Using a limited budget, Volume developed a program that appealed to music lovers’ patriotism, empathy for military families and respect for those serving in the armed forces.


  • $2.4 million in earned media in six weeks
  • The “Patriotic Country” CD debuted at number nine on the country music Billboard chart (the highest debut for a country music album EVER)
  • 116,000 copies sold in six weeks
  • Number one selling music item on
  • Sold out on during launch week