Sony Music Entertainment is re-promoting the U.K. release of its Jeff Buckley compilation, "So Real: Songs From Jeff Buckley," to capitalize on the success of the track "Hallelujah." The campaign, which launched this week, includes a 60-second TV commercial.
"X Factor" winner Alexandra Burke's version prompted interest in Buckley's cover of the song, which featured on the late singer's 1994 set "Grace" (Columbia).
Downloads of Buckley's version of the Leonard Cohen song sold 81,000 in the week ending Dec. 20, enough to send the song to No. 2 in the U.K. singles chart behind Burke's recording for Syco/Sony Music Entertainment.
Buckley's version of "Hallelujah" also hit No. 1 on the U.S. iTunes store last spring after the song was performed on "American Idol."
"So Real" was originally released in May 2007. "The release of the 'X Factor' single and other similar activities around the world prompted us to re-promote this record, which we all believe deserves a larger audience," says Daniel Hinchliffe, head of promotions, Sony Music Entertainment U.K.
Hinchliffe says there is a "big marketing campaign" for the hits set including "a heavyweight TV campaign, with an amazing 60-second advert that is highly impactful." The commercial first ran Jan. 4 on Channel 4.
"We are also talking to Jeff's mother, Mary Guibert, who is fully behind the campaign and helping promote the release," adds Hinchliffe.