Music Marketing


Published on will focus on how the music industry will survive when in 2009 only 5% of downloads will be paid for.

We believe marketing plays a major roll in the reinvention of the music industry and see the industry going down four roads:
1) Music through search
2) Music sharing
3) Music on the mobile
4) Music affiliation/sponsorship

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Music Marketing

  1. 1. Future of the Music Industry <ul><li>Music Via Search </li></ul><ul><li>Music Sharing </li></ul><ul><li>Music on the Mobile </li></ul><ul><li>Music Affiliation / Sponsorship </li></ul>
  2. 2. First place to look, last place to think of <ul><li>MP3s are one of the most popular search items on the major search engines </li></ul><ul><li>Search Engines have a unique advantage </li></ul>
  3. 3. Leading The Way <ul><li>Music-related search results on Google will present links to songs which when clicked will bring up pop-up players supplied by MySpace with information on tour dates, links to videos etc </li></ul><ul><li>YouTube: </li></ul><ul><ul><li>Becoming a syndication platform for all kinds of premium content beyond music videos, such as editorial content, merchandising, Webisodes, or artist-generated videos </li></ul></ul><ul><ul><li>Universal music videos have been viewed more than 3.5 billion time </li></ul></ul>
  4. 4. Sharing is Caring <ul><li>Desire to share, connect and discover </li></ul><ul><li>Personalisation of social networks to reflect personality, building affiliation with the artist and promoting to peer group: </li></ul><ul><ul><li>Visible on social Networks: Muzu, Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Music Sharing platforms like Last Fm, Jango, or GrooveShark are dependant on Advertising revenues </li></ul><ul><li>Majority of illegal downloads are conducted on filesharing sites such as Limewire and Kazaa </li></ul>
  5. 5. Bundling Music with everything else <ul><li>Consumers have unlimited access to music on the net, the majority of which is acquired illegally </li></ul><ul><li>Impatience of the Music industry with ISPs, Eircom recently avoided a trial with record labels EMI, Sony, Universal Music Group and Warner Music Group. </li></ul><ul><li>Danish record labels float flat ISP fee idea for unlimited P2P music </li></ul>
  6. 6. Convergence of media <ul><li>Americans have access to over 10,500 radio stations </li></ul><ul><li>In the last 5 years unique readers of online newspapers are up 30 million </li></ul><ul><li>MySpace, YouTube & Facebook have a collective 250 million monthly unique visitors </li></ul><ul><li>95% of all songs last year were not paid for </li></ul><ul><li>Obama leveraged online social networks to raise $55 million in those 29 days </li></ul>
  7. 7. 42% of Irish consumers access the web on their mobile phone with 21% accessing daily or weekly 4.9 million 2G and 3G mobile subscribers in Ireland Mobile penetration: 121% 3G penetration is to reach 55% by 2010 By the end of 2007, there was a mobile phone subscription for 50% of the world population (world population is 6.6 billion).
  8. 8. Who is striking likes its hot?
  9. 9. 1. Aligned values 2. Agreed objectives 3. Mutual respect and understanding 4. Focus on core competences 5. Commitment from all 6. Flexibility and willingness to experiment 7. Good communication channels 8. A well-executed, exciting creative 9. A dialogue with the consumer 10. Ongoing assessment 1. Exposure 2. Markets 3. Image 4. Distribution 5. Revenue Does she really like me?
  10. 11. Get all your music marketing Gossip at: