Cullum targets head girls
Jazz musician Jamie Cullum is sending a free copy of his new album to each of the UK’s head girls.
In a novel marketing technique, Cullum’s record company Universal is targeting the 430 best performing all-girl schools in Britain.
Each head girl will receive an advance copy of the album, Catching Tales, plus a package of posters and stickers.
Cullum, 26, hopes it will bring him a new audience of teenage fans.
Dickon Stainer, general manager of Universal Classics and Jazz, told The Times: “We identified that a large audience of obviously sophisticated middle-class teenage girls had begun attending Jamie’s shows.
“There was a whole coachload wearing Saffron Walden Hockey Club shirts at one concert and that gave us the idea to send copies of his new record exclusively to head girls.”
State and independent schools will both be targeted.
A spokesman for the Independent Schools Council said: “We are sure that girls will enjoy his latest release, but we are surprised that he is not also sending it to boys since they would enjoy his music as well.”
Cullum’s debut album, Twentysomething, sold 2.5 million copies.
