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Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
Frame of music promotion
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Frame of music promotion

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Efficient Music / Artists Promotion by building up useful cross promotional media among Real + Internet media

Efficient Music / Artists Promotion by building up useful cross promotional media among Real + Internet media

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  • 1. < Basic Framework > Cozy Mizoguchi / 溝 口 浩 司 [email_address]   Sept, 2010 New Direction of Music Promotion Tactics This is just outline mainly for established and/or Independent Artists by promoting their presence efficiently in Japan.
  • 2. Cozy Mizoguchi, all rights reserved 2010 Index 1 Business Direction - Keywords, etc 2 Targeting - Primary Clusters, etc 3 Frame of Promotional Scenario - Cross Promotion = REAL x NET, Popular Tools, etc 4 Potential Internet Media / Services - EC / Affiliate, Streaming, SNS / BLOG, etc 5 Goal / Time-line                                                                    Outline of Basic Business Direction
  • 3. Targeting Occasion <Major Initiatives> 07/11/03 CozyMizoguchi@aol.com 1-1 Business Direction How efficiently you can reach your potential customers with less / Reasonable budgets ? What kind of PEOPLE are likely to listen to your sounds? What kind of media are likely to reach to TARGETING cluster ? < Background > < Goal > Building up Useful, Accessible network Cozy Mizoguchi, all rights reserved 2010
  • 4. E FFICIENCY with Less budgets Business Approach I NCREASING Your Awareness in suitable Market M ATCHING with Potential Customers 1-2 Keywords Cozy Mizoguchi, all rights reserved / 2010
  • 5. 2-1 Targeting Cozy Mizoguchi, all rights reserved / 2010 In the case of promoting Classical flavor type of Established / Indies Rock + Pop Bands / Artists WHO are the Primary Targets ?
  • 6. 2-2 Primary Targeting Cluster                       Cozy Mizoguchi, all rights reserved / 2010 1 Primary Cluster 40-50s Male with still strong music interests < Focusing on Targeting zone / hypothesis > - grasping the Preferences / Activities of Targeting Cluster Attribute of TARGETING Cluster ⇒ hugely influenced by Progressive / Rock sounds + UK / US cultures during their teens = late60s - mid70s ⇒ still having strong music interests ⇒ having music instruments ⇒ High disposable incomes ⇒ Real / high quality oriented ⇒ Going to Live Venues sometimes ⇒ Often buying CD @ EC stores, etc ⇒ High usage of Internet, including SNS, Twitter, etc ⇒ Getting music info via Internet ⇒ Mac fans ⇒ located in urban area ⇒ Often go to Rock Bar, etc ⇒ Sing UK / US rock @ karaoke ⇒ Establish their own fashion style ⇒ Getting together with old friends Clarifying accessible media to TARGETING Cluster
  • 7. 3-1 Frame of Promotional Scenario                       Cozy Mizoguchi, all rights reserved / 2010 < Direction > Access to Targeting Cluster by building up effective Cross Promotional media Buzz Potentiality    Useful member DB Function / Service Matching Cluster    Ground battle × Aerial battle Real Net < Axis of Promotion > Maximizing useful internet sites x Leveraging accessible physical points - Prerequisites for internet sites / partners -
  • 8. Cozy Mizoguchi, all rights reserved / 2010 REAL - Artists Keyword - - Potential Categories - Rock Bar / Pub    Apparel Shop    Live Venues    < GOAL > Expanding Awareness @ REAL ⇒ Searching relevant artists info after backing to home, or weekend, etc ⇒ Visiting to Artists Official Sites, etc ⇒ Purchasing CD, items 3-2 Frame of Promotional Action < REAL >                       Buzz Potentiality    Matching Cluster    Instruments Shop    -To hand out Sample CD to Owners / Shop managers of each shops for expanding awareness in order to create “Words of mouth” -To display + distribute Flyers @ each bar, shops, etc -To create the artists featured “Special corner” @ collaborative shops, etc ⇒ Domestic
  • 9. Cozy Mizoguchi, all rights reserved / 2010 NET - Keyword - ⇒ worldwide Guitar Score sites   3-3 Frame of Promotional Action < INTERNET >                       Useful member DB Function / Service - Potential Partners- EC / Affiliate Sites    SNS / Community   Digital Download   Streaming Sites   > Consignments, Artists Stores, Distribution, etc > Artists Pages, Linkage, Data analysis, etc > Artists Fan Pages, Useful promotional functions, secure privacy, etc > Artists Fan Pages, Useful promotional functions, secure privacy, usability, etc Which Internet tool are the most popular?
  • 10. Female / 20’s – 30’s Male / 30’s – 50’s Family, Kids Teen, Music fans < Mobile > <P  C> < usage amounts / High > Who are The Primary Clusters? < usage amounts / Low > Seniors Housewives 3-4 Targeting Matrix by Gender / Age Cozy Mizoguchi, all rights reserved / 2010
  • 11. *resource from impress R&D, 2010 - Clusters by Accessing Tools to Internet based on Age / Gender – FEMALE MALE ELDER YOUNGER Less Using Group -MALE:50.3% -Ave Age:43.5 = Female: housewife /30s above + Male: Office Workers/50s above, having his own house – Married %:68.3% Other Devises Group -MALE:47.5% -Ave Age:41.0 = Female: housewife /30s above + Male: Office Workers / 50s above, having his own house Married %:57.4% -MALE:46.9% -Ave Age:33.2 = Female: housewife, Students /10-30s + Male: Students/ 20-30s Married %:47.1% Mobile Main Group P C Main Group - MALE:63.6% -Ave Age:41.3 = Male: Office Workers/30s above , having his own house – Married %:51.8% PC + Mobile Group -MALE:58.4% -Ave Age:30.6 = Female: students / Under 20s + Male: Students, Tech related / Under 30s, Married %:33.3% Smart - phone Group -MALE:81.7% -Ave Age:30.7 = Male: IT, Tech related, Services, Media, etc / 20 - 30s, -having his own house -Married %:32.5% -Higher PC = Mac Usage, Higher expenditure to Net related 3-5 Targeting Matrix by Tools / Preferences Cozy Mizoguchi, all rights reserved / 2010
  • 12. *resource from impress R&D, 2010 3-6 Smart Phone Expansion < # of Sold units > 2011; 660million, 2012; 1,050million, 2013; 1,539million, 2014; 1,840million, 2015; 2030million 54.6 % to be covered by Smart-Phone in 2015 < # of Signed up > 2009; 315million, 2015; 4,760milliom ・ Volume of shipments in 2009: 3.02 million / 219% increased ・ Predicted shipments in 2010: 4.75 million / 157% from 2009 % of having Smart-phone 33.9% in Urban area to compared w/ nationwide average 12.7% / 28.4% owned by Businessman - Smart-phone market in Japan - # of sold # of Signed million million Smart-Phone expanding into various clusters Cozy Mizoguchi, all rights reserved / 2010
  • 13. ◎ Cozy Mizoguchi, all rights reserved / 2010 ARTISTS STORE 1 to Establish own Artists Store page -Posting various music activities = CD release, Live info, etc Consignment Service 2 to Maximize Amazon’s consignment service -to be provided all relevant EC functions < Outline > ・ Monthly registration fees: ¥ 4,900 ・ AMAZON Commission: 15% +¥ 140 @ 1 枚 ・ to be Easily able to launch your own pages + leveraging Amazon’s DB ・ Annual Gross Sales : 120 billion / Music CD sales: 30 billion ・ Monthly UU ; 21 million ⇒ Main Users; 40-50s Male EC / Affiliate Sites    4-1 Frame of Promotional Action < INTERNET >                       Internet
  • 14. ◎ ⇒ Post “Album reviews” regarding the bands inspiring you such as; GENESIS, YES, etc on your site, putting link button with AMAZON ・ to Develop effective Affiliate business action < Outline > ・ % of Affiliate; 5- 8.5% *Effective for SEO enabling you to be ranked higher by increasing the volume of contents on your site + linkage Cozy Mizoguchi, all rights reserved / 2010 4-2 Frame of Promotional Action < INTERNET >                       Internet EC / Affiliate Sites   
  • 15. Streaming Site   1 to Post your streaming contents on YouTube   - Effectively navigate your potential fans to your site by updating contents frequently   Cozy Mizoguchi, all rights reserved / 2010 4-3 Frame of Promotional Action < INTERNET >                       Internet <ul><li>< Contents Example > </li></ul><ul><li>Studio rehearsal </li></ul><ul><li>Live Performance </li></ul><ul><li>Jam Session, etc   </li></ul>
  • 16. FACEBOOK - The world largest SNS / # of registration 400 million / No disclosure about Japanese users ◎ < How to use > <ul><li>To embed your official URL, enabling to navigate your fans to your site. </li></ul><ul><li>To update your bands info / activities periodically for increasing # of visitors to your site </li></ul><ul><li>To navigate your fans effectively to various sites such as; YouTube, Twitter automatically once you posting info on FACEBOOK </li></ul>< Merits / Goal > <ul><li>To create your own Artists page easily by using FACEBOOK “Artists Fan Page”   </li></ul><ul><li>To expect to increase # of visitors to your site by posting some comments, info regarding famous Progressive kind of bands having similar sounds with you </li></ul>Cozy Mizoguchi, all rights reserved / 20100823 4-5 Frame of Promotional Action < INTERNET >                       Internet SNS / Community  
  • 17. THE BEATLES 3,364,541 members as of 25 th , May, 2010 / Not official, but Paul, Yoko, George using JIMI HENDLIX 1,197,336 members as of 25 th , May, 2010 / Not official, Fans voluntarily uploading LED ZEPPELIN 423,635 members as of 25 th , May, 2010 / Not official, Fans voluntarily uploading The Ventures 3,874 members as of 25 th , May, 2010 / Not official, Fans voluntarily uploading Cozy Mizoguchi, all rights reserved / 2010 4-6 Frame of Promotional Action < INTERNET >                       Internet SNS / Community  
  • 18. Cozy Mizoguchi, all rights reserved / 20100520 MYSPACE - # of Registration; 200million in world / 8million in Japan < How to use / remark > -to create your Artist page *but less compatibility, compared w/ FACEBOOK < Merits / Goal > -to directly appeal to Music, Creative people LINKED IN - # of registration; 45million -to post your info periodically to couple of Music related forum < Merits / Goal > -to reach music business people directly for expanding your awareness in B2B field, enabling to share any relevant ideas, info with music people. △ ○   < How to use / remark > A networking group dedicated for music industry professionals who wish to connect with others within the industry. Music professionals include: publishers, artists, labels, distributors, managers, producers, etc... 13.657members SNS / Community   Cozy Mizoguchi, all rights reserved / 20100823 4-7 Frame of Promotional Action < INTERNET >                       Internet Cozy Mizoguchi, all rights reserved / 2010
  • 19. TWITTER - # of registration; 142million in world / 7.5million in Japan < How to use / remark > -to just have your own twitter space, for increasing your followers by posting continuous interesting tweets in order to expanding your presence. < Merits / Goal > -to realize efficient operation for posting your info / activities for continuous communication with your fans < Data > % of usage; Japan12% vs. USA10% Main Users; MALE72% / FEMALE28% age; 35 - 44; 42% 45 - 54; 18% 25 - 34; 17% ◎ 4-8 Frame of Promotional Action < INTERNET >                       Internet Cozy Mizoguchi, all rights reserved / 2010 SNS / Community  
  • 20. 4-9 Frame of Promotional Action < INTERNET > Popular genre in Japanese Social Media BLOG BUZZ SNS Encyclopedia Streaming BBS Company Photos Others No use ・ 10mil in Japan / 142mil in world ・ % of usage; Japan12% vs. USA10% ・ age; 35-44; 42% / 45-54; 18% / 25-34;17% SNS / Community   Cozy Mizoguchi, all rights reserved / 2010
  • 21. 4-10 Frame of Promotional Action < INTERNET > TV Paper UGM Wikipedia Radio BLOG Twitter SNS Info Reliability Media Mapping Frequency SNS / Community   Cozy Mizoguchi, all rights reserved / Sept, 2010
  • 22. Digital Download   iTunes < MP3Players share by Makers > ・ PC/DL market in Japan : 30 billion / iTunes share =70% ・ Main Users: 10-50s Male + Female ⇒ Expected to increase more by iPhone, iPad, etc -to have your artists page by posting your file on iTunes % of Contents Holder commission : 71.2% ◎ 4-11 Frame of Promotional Action < INTERNET >                       Internet Cozy Mizoguchi, all rights reserved / 2010 Maker % by units % by Amounts APPLE SONY TOSHIBA PANASONIC KENWOOD COWON CREATIVE 58.7 23.3 1.1 0.7 0.2 0.3 0.1 54.0 26.7 1.8 0.8 0.5 0.3 0.2 Result of survey by BCN, 08
  • 23. Digital Download   others 4-12 Frame of Promotional Action < INTERNET >                       Internet Cozy Mizoguchi, all rights reserved / 2010 CDBaby - Initial fees : 35$ - Commission to Artists; 91% - Sell both Digital + Package *From each of those downloads, you’ll probably earn about $0.60 of the $0.99 that most sites, including iTunes, charge. TuneCore - Annual maintenance : 19.98$ - Coordination fees: 0.99$ @1 - Commission to Artists: 100% *Offering useful consignment service to deliver your albums to variety of Digital retailers
  • 24. S N S Primary MKTG Frame Communication Streaming EC/Affiliate Rich media Functions / DB Cozy Mizoguchi, all rights reserved / 20100823 Official site Cozy Mizoguchi, all rights reserved / 2010 4-13 Outline of Initial Promotion Frame                      
  • 25. GOAL ? Cozy Mizoguchi, all rights reserved / 2010 4-14 Effective Cross Promotional Frame                       < Direction > Access to Targeting Cluster by buliding up effective Cross Promotional media Ground battle × Aerial battle
  • 26. 2010/2nd 2011/1st - Road map - 2011/2nd 2012/1st EC/Affiliate SNS Streaming Official Site For realizing reliable Profits w/ step by step x efficient tactics Cozy Mizoguchi, all rights reserved / 2010 GOAL = ?? Members / ?? Sold ・ DB ・ SEO / SEM ・ Mailings, etc 5 Goal based on Time-Line

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