Our national obsession with the tanned, gelled, fist-pumping cast of MTV's "Jersey Shore" doesn't look like it will end anytime soon -- and Universal Republic plans on taking full advantage of that trend as it continues to market the "Jersey Shore Soundtrack." Released last week, the album sold 8,000 copies, according to Nielsen SoundScan, and is No. 55 on the Billboard 200.
"MTV was a great partner in all of this," says Lynn Scott, senior VP of urban music at Universal Republic. "They provided crawls and credit squeezes and played tracks from the record." The label also had access to exclusive scenes and created webisodes to promote the album, which may also benefit from the general "Jersey Shore" buzz as the second season debuted July 29.
Scott says the label rolled out the album -- which features such acts as Enrique Inglesias, 3OH!3 and Lil Jon, along with DJs like Steve Aoki, Paul Oakenfold and Diplo -- with "gym-tanning-laundry parties." "We threw listening parties at tanning salons and hair salons across the country," she says. "If we were near a beach, we threw a beach party and had beach balls and towels that promoted the album. We took the 'Jersey Shore' nationwide."
While the album's 16 tracks can be purchased individually, Scott says the record is mixed together as one long track and meant to be listened to as a party mix. The cast just shot a video for the track "Hey," which features Lil Jon and 3OH!3, and all six "Shore" residents prepared their own playlists.
One cast member takes particular pride in the album: DJ Pauly D, whose track "Beat Dat Beat (It's Time To)" closes the soundtrack. While he DJ'd frequently prior to the show's launch, he says that because he's now a reality-TV star, he's had opportunities to show off his skills in Vegas, Boston and Chicago, among other cities, and is planning to DJ internationally soon.
"It's been totally amazing," he says. "I've met so many cool people and I'm going to start working on my own album at some point."