AdAge, one of the premiere advertising trade magazines in the industry, recently ran an article about Eminem and his Twitter campaign for “Relapse.” Check out the article on their website and you will notice about halfway through that our very own Scott Yeti and WoooHa gets quoted:

Scott Yeti, a marketing consultant to film studios and record labels who runs the hip-hop-marketing blog Woooha, said Eminem’s use of storytelling on the web for this campaign goes well beyond the scope of most music marketing.

“The ‘Relapse’ campaign is very similar to how we would break out a major movie,” Mr. Yeti said via e-mail. “The same elements are there, which is rare these days considering the lack of money labels usually have.”

“To me, he is taking album marketing to a whole new level,” he added. “It truly is an event.”

Props to AdAge and Charlie Moran for recognizing the power that hip-hop has in marketing and the groundbreaking tactics that artists like Eminem are willing to take on.

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