Practical Marketing Strategy for Musician via SNS and Partnerships

MKTG Scenario

Practical Marketing Strategy by
Effective / Efficient Cross Media
Promotion
+ Building
C.E.United,
Kwasaki, Japan
up Reliable Inc.cozy@ceu.co.jp Model
Business
Mail Contact;
代表取締役社長・ CEO 溝口浩司
www.ceu.co.jp / 080-1205-8448

1

Direction of Business Actions
1 To enhance Artist SNS Media mainly facebook,
leveraging those media power
2 To expand opportunities of Fans participation
effectively & periodically 　
3 To clarify the core competence of the Artist
more accurately 　
4 To set up the main targeting clusters & mining
clustering data
5 To pave & pursue multiple revenue streams
6 To build up strategic alliances with useful
business partners, forging ahead with
collaborative projects actively
2
C.E.United, inc / Cozy Mizoguchi / cozy@ceu.co.jp

Backgrounds
The one of established rock band “RIZE” has been enhancing
their official facebook page since July, 2011 for constructing
reliable / mid-long term business models, realizing that they could
boost their fan community from 1,250 in July, 2011 to 75,730
likes; https://www.facebook.com/triberizenet. *as of 2014/02/05.
Meanwhile, the frontman of RIZE = JESSE has launched his solo
project called “Stand Up!” as fans participatory & mash-up type of
multiple entertainments project since 2011/11/11, enabling him to
execute bunch of collaborations with variety of companies /
organizations. *Some accomplishments are separately.
　
KenKen, bassist @ RIZE, and Dragon Ash, and joining in other
bands has also been initiating his solo project = “Life Is Groove”
since July, 2013, pursuing various type of fan participatory
3
activities with SHISEIDOU, Olympus and more.

The Importance of SNS, mainly facebook
1 facebook Population in Japan expanding;
19.6million, June,2013 = 5,6m increased from previous month


The reason why facebook is so criticial
2 Numerous companies tend to use facebook drastically
・ 78.7% companies using facebook, Twitter=57.3% /
LINE=25.6%

To enlarge opportunities of collaborations / tie-ups with
companies by creating /appealing Artist facebook page
C.E.United, inc Cozy Mizoguchi / cozy@ceu.co.jp

Facebook is accessed from smart-phone
3 Smart-phone expansion
2013 年度以降のスマートフォン契約数予測

2014 年 3 月末： 5,915 万件　（ 49.3% ）
2015 年 3 月末： 7,112 万件　（ 58.1% ）
2016 年 3 月末： 8,034 万件　（ 64.5% ）
2017 年 3 月末： 8,778 万件　（ 69.4% ）
2018 年 3 月末： 9,383 万件　（ 73.2% ）

Users are likely to
access to facebook via
smart-phone.

Huge potentiality to pave new & additional
revenue schemes + efficient artist promotion by
enhancing Artist facebook + creating compelling
fan community.

JESSE’s STAND Up! Project
・ JESSE is American citizenship, having dual culture naturally.
This backgrounds encourage him to start his solo project
“Stand Up!” on 2011/11/11, which JESSE wants to have more
opportunities to mash up & collaborate with fans for creating
multiple entertainment to global market, after he faced 311.

・ Plenty of companies / organizations have been raising their
hands to cooperate this project along his spirit, such;
Puma, ZIPPO, GIRBUAD, Olympus, Hurley, Jack Daniel’s
even Venezuela embassy, and Beats by Dre, & others.
Paradox Inc. all rights reserved 2011

some of examples; Collaborations via facebook
w/ Beats by Dre
w/ Jack Daniel

w/ ZIPPO

w/ Fender

8

Collaborations / Media Exposures
w/ Hurley

Gracing the cover of plenty of popular
street fashion magazines
@ Ollie

w/ MURASAKI Sports

9


@ Samurai Magazine

Collaboration with Foreign Artists + Social
Activities
Duet with one of talented Deva from American Idol Season 8,
Jullisa Veloz, “2 of Us”” in top page of Windows Media America

Interview @ popular Dog Magazine

Stand Up! “Crossover Talks”

Official Guest
Speaker @ TEDx

Collaboration with
Venezuela Embassy


Stand Up! has been launching
new project = “Crossover Talks”
which JESSE interviews with
person standing up” along
his/her mission/motivation.
st
1 interview with NASA scientist,
Jonathan D. Trent for
exchanging each of ideas +
actual actions of eco-friendly

Multiple Business Model
< Major Revenue Streams in addition to Music >

1 AD Business
2 Affiliate Business
3 e-Commerce Business

　・ Creative Items
　・ Fashion / Life Style Items

4 Premium Contents Business
　・ Application

5 Membership Business

Market Trends
< Major Trends / Movement >
　1

Expansion of Net media;
79.5% penetration in 2013 *close to all JPN.
　 2 Increasing of e-Commerce;
￥ 11.5tri in 2013 / ￥ 17.3tri in 2017
3 Acceleration of Smart-Phone:
49.8% penetration in 2013 / 70% in 2017
4 SNS / Community Media Expansion:
51mil in 2012 / 35mil in 2011
5 Continuous declining of CD market;
￥ 77.9bil in 1st H, 2013 / 91.5% of 2012
6 Drastic decreasing of Digital Music Market; 12
￥ 31.5bil in 1-3rd Q in 2013 / ￥ 91.0bil in

Business model
　　
< Business Model >
PRIMARY BUSINESS ACTIONS

<1>Digital / EC
<2>Media / Communication
- Audio/Video Download - Ad 　
- Subscription
- Affiliate
- Application Store
- Fan club
　　　　　　　　　　　　　　　　　　　
- Packages
- Guarantees, etc.
　　　　
- Goods, etc.
<3>Live
- Tour / Concerts
- Package / Goods
- AD / Sponsor,
etc.

<4>Label / Promoters
- Contract, etc
13
Cozy Mizoguchi, all rights reserved 2011

AD Business ； JESSE w/ GIRBUAD
< 2013 SS Collaboration >

< 2012 FW Social MKTG collaboration >

< 2012 Tokyo Fashion Week >

Mutual Contents Marketing
・ JESSE @ Kadokawa Games facebook page

Practical, realistic
contents marketing
with useful
business partners
・ KenKen @ Olympus facebook
page

Once we can create
appealing community,
There are any
possibilities to get
sponsors. C.E.United, inc / Cozy Mizoguchi / cozy@ceu.co.jp

e- Commerce

Sizable & active
community enables us
to navigate fans to our
e-Commerce pages
naturally.

JESSE appeared on various global media via
facebook.
Appearances @ more
than 70 global media
including MTV, MSN
are positive feedback
to domestic fans
/market.


Stand Up! Project

Stand Up! project was
picked up by NIKKEI
@ their front page,
As new business
model.
*2013/07/05 時点

18

Example; Collaborative Project
With Zippo;


各種企業・ブランド様とのコラボ展開の一
例
< JESSE(The BONEZ) >
1 Zippo; http://www.youtube.com/watch?v=YV7JQ5DnzUE
2 Beats by Dr. Dre; http://www.youtube.com/watch?v=-bUuLfRJHc0
3 Olympus; https://www.youtube.com/watch?v=dVbh7TdfxsM
4 Hurley & ムラサキスポーツ ; http://www.youtube.com/watch?v=_6njUv4LeoE
5 角川ゲームス & グラスホッパー； http://www.youtube.com/watch?
v=usTRofzwceg
6 GIRBUAD; http://www.youtube.com/watch?v=jLs-PDCJGXY&list=RDusTRofzwceg
< kenken >
1 資生堂 ;
http://www.youtube.com/watch?v=u7qkNTUvlrc
http://www.youtube.com/watch?v=v3y8Kmpmub8
http://www.getstage.com/join-uno-kenken.php
2 Olympus; http://www.youtube.com/watch?v=2d1E-DAaBoY
3 TC Electronics; http://www.youtube.com/watch?v=_hZUSNhZGU0
20

C.E.United, inc Company Profile
【代表取締役 / Founder, CEO 】溝口　浩司 / Cozy Mizoguchi

LAWSON Inc.
Deputy, General Mgr, CRM / Marketing Dept. Apr/2009 – May/2010

EMI Music Japan Inc
SVP, Business Development Dept. Sep/2007 – Apr/2009

Entertainment Plus Inc
Senior Director, Biz-Dev Dept. Dec/2005 – Aug/2007

Real Networks Japan 　　　　　　　　　　　　　　　　　　　
Director, Music Service Dept. Nov/2004 - Nov/2005
　　　　
AOL Japan Inc
Director, Content Programming Dept. Jan/2002 - Sep/2004

MTV JAPAN inc
Vice President, Business Development Dept. Nov/2000 - Dec/2001

Softbank Media & Marketing inc
Sr. Mgr, Biz Dev & Marketing Jan/2000 - Oct/2000

Japan Travel Bureau Inc.
Apr/1992 – Dec/1999

YOKOHAMA RUBBER co., ltd
Apr/1986 - Jul/1991
B2C + Digital + Cross Media + Entertainment Professionals

21

Cozy Mizoguchi, all rights 2011
reserved / Sept, 2010

Business Domain
Practical Business Planning x Realistic
Project Developments

Marketing

< Major Strengths >

Incubation

1 Planning
2 Networking
3 Communication
4 Business Development
5 Sales
Expanding Business fields +
Building up Multiple Revenue Streams

22

Business Direction < 2 >

BUSINESS
MARKETING

COMPETENCE
POSITIONING

TARGETING

Clarifying Competences Setting Targeting Zone
- Prereuisites -

Demands / Volume 　
- Major Elements of MKTG Scenario Making　
Matching w/ Clusters
Useful DB
　　
BUZZ / Continuity 　　
Infrastructure / Services
Positioning / Careers

Cozy Mizoguchi, all rights reserved / 20110202

Practical Marketing Strategy for Musician via SNS and Partnerships

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Practical Marketing Strategy for Musician via SNS and Partnerships