Marketing Analysis of The Mask Falling
The publicity of The Mask Falling (TMF) by Samantha Shannon was effectively done through special editions, mutually beneficial Indie bookstore marketing, and powerful sexuality representation even amidst the trials and tribulations of a global pandemic. TMF is the fourth book in a seven-book supernatural dystopia series called The Bone Season. It already had a dedicated fanbase to its release, and Shannon has been a NYTimes Bestseller since the book’s debut.
The main issue that marketing had to overcome with TMF’s release was COVID-19 restrictions. There have been no in-person signings or events for authors since quarantine began back in March, so this meant Shannon’s events needed to be held digitally. In the United Kingdom Shannon had to sign mostly bookplates for bookstores because it was against COVID guidelines for her and the booksellers to meet face to face. Then a few weeks before the novel’s release the guidelines were relieved enough for Shannon to sign for the Goldsboro bookstore, which releases special limited editions of freshly published novels. Moreover, the marketing team made a mutually beneficial collaboration to help Indie bookstores within the United States since Indies were hit hard during lockdown. Shannon and her publishing team in the U.S. offered a special edition of TMF through a select number of Indies across the country. It was an amazing marketing decision because it positively affected Indie bookstores, Samantha Shannon, and fans. People grew to talk about this series for the help it gave to Indies.
Another potentially major issue that the marketing team had to overcome for TMF lied with the fact that the fourth book released nearly four years after the third novel’s release. The Song Rising was published in March of 2017 while TMF released in January of 2021. Shannon did publish The Priory of the Orange Tree in early 2019, but people can grow bored or forgetful waiting for a sequel’s publication. The marketing team and Shannon thought ahead for this problem by stirring hype six months before TMF’s through the short story ebook publication The Dawn Chorus (TDC), which bridges the gap between the third and fourth books. Many hardcore fans are then sated by this release because it does not feel as long of a wait till the 2021 release date. Also this ebook revealed to fans one of the crucial elements to the fourth novel: PTSD. Paige, the main character, underwent excruciating torture and trauma by water-board in the third novel, and Shannon sets up the tone of the fourth book through this ebook by detailing Paige’s initial trauma. TDC gave the perfect amount of tease to leave readers satisfied but still dying for the full fledged novel.
Shifting to post release, Samantha Shannon did not lie to her fans when she hinted that TMF would tug on heart strings. She gave fair warning. TMF released on January 26, 2021 and even halfway into March, Shannon still posts reviews and reactions onto her social media stories of heartbroken fans. These reactions are not harsh or negative towards the novel’s release, bur rather they detail the emotional journey the novel took them on. Many fans find Paige’s trauma to be effectively and realistically shown, especially since Paige is not as strategic with her plans. A sign of PTSD involves irrationality and spontaneity because trauma can cloud judgment, and Shannon has detailed on social media/ interviews her decision to stay true to those results in trauma. It was successfully done for many readers because the evidence lies with their emotional connection and high reviews.
Lastly, Shannon continues to include powerful representation of minorities through her release of TMF, specifically within the LGBTQIAP+ community. In previous books, Shannon has normalized gay, asexual, and plenty of other sexualities across the spectrum. By the time TMF releases, Paige’s demi-sexuality is revealed to the audience, and Shannon’s decision to normalize all sorts of sexualities within the LGBTQIAP+ community, not just the well known ones, is powerful. Shannon is helping readers understand that their sexuality does not make them less or different from others. It is human. They are just as valid as someone who is straight. Shannon utilizing her successful and influential career to continue conversations over sexuality is important. Her novel’s representation is just another reason why she holds such a special place in many fans’ hearts.
Overall, TMF had more than a few issues to overcome due to quarantine and long sequel publications, but with a dedicated fanbase and effective marketing, Shannon had no problem meeting her sales. Shannon’s experiences prove that more authors should help Indies, especially since they are a backbone to the community, if they are able and write what is important to them. Genuine authors always leave a lasting mark through their art, and Shannon certainly applies to this list. Her marketing was, ultimately, far easier in comparison to debut or lesser-known authors, but her team found an innovative way to help the community through her newly published work.
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