Red Bull Records - Marketing Analysis

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A marketing project about Red Bull's record label; prepared by Ryan Ziemba for Columbia Business School.

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Red Bull Records - Marketing Analysis

  1. 1. Marketing Plan Prepared By: Ryan Ziemba For Columbia Business School
  2. 2. Core Objectives Ø Business Objectives o  Increase sales of both singles and by 50% by 2013 – heavy up on marketing across the board. o  Maintain about 15% growth until 2015 (return to the studio in 2015 to work on next album) – consistent PR and Digital Promotion. Ø Artist Objectives o  Regain Billboard Magazine Top 10 Digital Rock Songs by 2014 for “Sail.” o  Break iTunes Top 25 for “Sail” o  Release “Kill Your Heroes,” “Not Your Fault,” and “Guilty Filthy Soul” as singles – break Billboard Top 25 Rock Songs during 2014. o  Measure fan sentiment with social media tracking tools. Ø Digital Objectives o  Increase key metrics across SoundCloud, YouTube, Facebook, and Twitter by 10% each. 2
  3. 3. Positioning Statement To young, hip, rock music consumers, Red Bull Records is the music company that best leverages its extensive offering of distribution channels, content formats, and consumer touch-points to support and showcase emerging artists, which is good because it provides a new sustainable business model for connecting music consumers with music creators.
  4. 4. The Brand: Red Bull Energy Drink Key Product Features: •  Increases performance •  Increases concentration & reaction speed •  Improves vigilance •  Stimulates metabolism •  Makes you feel more energetic and this improves your overall wellbeing.
  5. 5. Red Bull Artist: AWOLNATION Genre: Electronic Rock Also Fits: Rock, Alternative, Indie Sound: High energy mix of synth & traditional rock progressions. Original integration of funk/soul rhythms and melodies into their core style. Charismatic front-man with distinct lead vocals. Album: Megalithic Symphony Lead Single: “Sail” Primary Audience: Males, 16 – 24 Broader Audience: Males & Females, 13 - 34
  6. 6. Red Bull’s place(s) in the music market. 6
  7. 7. Competitive Landscape
  8. 8. Competitive Landscape Market Genre Demo In House Music Production In House Video Production In House (Music) Marketing Battle of The Bands the Bands Equipment Cross-Promo In House Apparel Apparel Cross- Promo Tour Support In House Management Digital Distribution Video Distribution Red Bull Energy Drink Rock/Alt./Indie M: 18 - 24 Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Monster Energy Drink Metal M: 16 - 21 No No Yes Yes Yes No Yes No No No No RockStar Energy Drink Metal M: 16 - 21 No No Yes Yes No No No Yes No No No Texas Roadhouse Restaurant Country M/W: 25 - 34 Yes Yes No No No No No Yes Yes No No Coverse Sneakers Indie M/W: 18 - 24 Yes No No No No Yes No No No Yes No Adidas Apparel Indie/Hip-hop M/W: 18 - 34 No Yes Yes No No Yes Yes Yes No No No Hard Rock Café Restaurant Classic Rock M/W: 25 - 34 Yes No Yes No Yes Yes Yes No Yes No No Brands & Bands
  9. 9. Distribution: Red Bull Media House 9 Red Bull boasts a broad array of distribution channels, media products and content formats. Artists are positioned to leverage any of Red Bull’s extensive media resources.
  10. 10. Target Market
  11. 11. The Target: Music Mavens
  12. 12. The Target: Music Mavens
  13. 13. Target Market: Millennials Reference: www.sorelevent.org
  14. 14. “I prefer music which is not mainstream but new and challenging” Target: Music Mavens
  15. 15. RedBull.tv AWOLNATION Website RedBull.tv visitors are similar to AWOLNATION.com’s
  16. 16. Budget
  17. 17. Marketing Budget Marketing Expense Budget 2013 2014 2015 Digital 75,000 40,000 40,000 Promotion & PR 100,000 60,000 60,000 Printed Material / Labels / Merchandise 12,500 10,000 10,000 Video Production (3Videos) 200,000 100,000 100,000 Tour Support 100,000 100,000 100,000 Total Sales and Marketing - Expenses 487,500 110,000 110,000 Percent of Sales 48.75% 7.33% 6.29% Contribution of Sales (Singles) 1,000,000 1,500,000 1,750,000 Annual Sales Growth 50% 17%
  18. 18. Digital Marketing Budget Allocation SEO, $24,750 PPC, $8,333 Social Media, $37,500 Email, $4,167 Mobile, $8,333 Content, $4,167
  19. 19. Seasonality & Geography
  20. 20. Seasonality Spring May Weekend Tour at US Colleges Summer Summer Festival and Outdoor Venue Tour Fall Suburban Back-to- School Tour Winter Major City Club Tour And corresponding seasonal Red Bull events.
  21. 21. Geography Geo-Targeting: Ø  Digital Marketing – SEM & Display Ø  Tour Routing Ø  Festivals, sporting events and college vacations.
  22. 22. Music Consumption Maps
  23. 23. Music Social Media Food Chain 23
  24. 24. Digital Music Consumption Map Box size proportional to music consumption volume – number of tracks consumed per month.
  25. 25. Distribution
  26. 26. Distribution Channels Role: Bridge the gap between consumers and production companies Purchase the recordings from the producers and selling to consumers. Forms: Digital Role Players Online Radio Physical Distributors Evolution: The distribution of recorded music CDs has shifted from specialty shops to mass- market, online retailers and more recently to online digital media retailers and other digital music services.  
  27. 27. Distribution: Digital Retail 27 CATEGORY SERVICE FORMAT DETAILS PERFORMER DIGITAL RETAIL CD Baby Online mailorder and digital retail store. CD Baby also acts as an aggregator, delivering digital music to iTunes, Amazon, Spotify, etc. Consumers can buy physical CDs that are then shipped to them in the mail, or can buy digital albums or singles via CD Baby website. YES. Artist sets price of their album. CD Baby keeps $4 for each physical CD sold. The rest goes to the artist. For digital sales, artist gets 75% of income from sales on CD Baby, and 91% of net revenue from iTunes/Amazon/ streaming services. Paid out every Monday. DIGITAL RETAIL iTunes Music Store Digital retail store. Consumers buy individual tracks or albums for set rates, usually 99¢/track or $9.99/album. YES. unsigned artist: gets anywhere from 91% to 100% of the $7.00 paid to label/aggregator. Indie label or major label artist: more complicated because sales are based on percentages or "points" on contract. DIGITAL RETAIL Amazon Music Store Digital retail store. All MP3 tracks. Also offers cloud storage. Consumers buy individual tracks or albums for set rates, usually 99 cents/track or $8.99/album, though some tracks are steeply discounted. YES, Same as above. Unsigned artists get 91% - 100% of what's paid to label/aggregator. Indie label or major label artist gets whatever their contract stipulates. DIGITAL RETAIL Google Play Digital retail store with cloud storage. Consumers buy individual tracks or albums for set rates, usually 99 cents/track or $8.99/album, though some tracks are steeply discounted. Free song of day. YES, Same as above. Unsigned artists get 91% - 100% of what's paid to label/aggregator. Indie label or major label artist gets whatever their contract stipulates. Artists can also go direct to Google Play and get 70% of profit, after $25 setup fee. Provides good integration with YouTube for track sales. Are they compensated, a
  28. 28. Distribution: Digital Subscription 28 SERVICE FORMAT DETAILS P Rhapsody, Spotify, MOG, Rdio, Zune, Slacker On demand subscription service (with other features including downloads, to go, etc). For subscription streaming service, consumers pay $5 to $10/month to have real-time access to enormous library of albums and songs. Some offer free, ad-suppored tiers. (Paid downloads also available for subscribers). YES. For intera penny per play. featured perform SoundExchang royalties. eMusic Online subscription download service. All MP3 tracks. Consumers pay from $11.99/month for 24 downloads, up to $31.99/month for 73 downloads. Since songs are MP3s, they can be played on any player, including iPods and iPhones. YES, Same as 91% - 100% of label/aggregato artist gets what stipulates.
  29. 29. Distribution: Digital Direct-to-Fan 29 CATEGORY SERVICE FORMAT DETAILS PERFORMER ARTIST-TO-FAN Bandcamp Adds physical and digital music sales and merch sales option to existing band website or blog, or serves as web host for artist. Provides fast, dependable streaming and downloads of an artists' entire catalog, Artist sets prices (which can include free), can choose high bitrates. Bandcamp provides the web interface for a very powerful, artist-controlled storefront. YES. Artist gets 85% of sale and 90% of sales $5000+. B the intermediary, gets 15% o transaction, but that drops to sales exceed $5000. For art labels using Bandcamp, ass label receives sales revenue along royalties to its bands. ARTIST-TO-FAN Independent Release Short term digital release experiment run by the band that offered variable pricing option. Consumers could pay "nothing", although there was a $1 "handling charge", plus Radiohead collected everyone's contact info. YES. Though real figures we published, it's assumed that kept the vast majority of the these sales ARTIST-TO-FAN Magnatune Website with physical and digital retail store, with $15/month subscription fee and online licensing. Consumers can download as many albums or songs as they want for $15/month. Members can also access simple, one-click style licensing for music uses in films, TV, videos, etc. High bitrate options. YES. Artist gets 50% of any license fees. Are they
  30. 30. Distribution: Digital Video 30 SERVICE FORMAT DETAILS PERFORMER YouTube Online videos Posted videos. YES/POSSIBLY. If artist is s and has a significant YouTub they may be able to participa YouTube's Partner Program. to an indie or major label ma revenue received by the labe through to them as per their StageIt Live performances via webcast Performer sets date, time and ticket price, Fans buy tickets to the webcast show and watch show online.Fans can also tip and interact with performer in real time. YES. 60% of gross ticket sa provides links to stores like i digital download sales. Google+ Hangouts On Air Live performance/broadcast via webcast Performer sets date, or just starts to broadcast immediately. File saves in real time to YouTube. NO. At this point, it's not pos tickets or charge admission webcast. Are they
  31. 31. Online Radio & Streaming Services 31 CATEGORY SERVICE FORMAT DETAILS PERFORMER RADIO/ WEBCASTING/ DIGITAL PERFORMANCES Pandora Webcast stations formed around music recommendation engines Two models: Ad-supported model for free, or ad-free version for $36/yr. Search for bands you like and services will also play music that's similar, thus increasing consumer's musical knowledge. Hugely popular iPhone app. YES. 45% of SoundExchange digital performance royalties paid directly to featured performer. Pandora also links to Amazon and iTunes for digital sales. YES. Pa ASCAP/ songwrit compens to Amaz sales. RADIO/ WEBCASTING/ DIGITAL PERFORMANCES Turntable.fm Realtime webcast/DJ station Combines music-streaming, chat rooms, and voting by simulating a virtual environment filled with audience members and DJs represented by player avatars. YES. 45% of SoundExchange digital performance royalties paid directly to featured performer. YES. Tu with ASC songwrit compens RADIO/ WEBCASTING/ DIGITAL PERFORMANCES Last.fm UK based internet radio and music community site that also offers on demand streaming. Free for users. Create custom radio stations and playlists from any of the audio tracks in Last.fm's music library, and are able to listen to some individual tracks on demand or download tracks if the rights holder has previously authorized it. YES. 45% of SoundExchange digital performance royalties paid directly to featured performer. Indie/unsigned artists that are not SoundExchange members can be paid directly by last.fm's Artist Royalty Program. NOTE: If your indie label is signed up to last.fm's' ARP Program, performer's royalties will go to the label, which undercuts your ability to receive your statutory share. Also links to Amazon, iTunes and 7Digital for digital sales. YES. La ASCAP/ songwrit compens downloa must ow the reco Also link Digital7 RADIO/ WEBCASTING/ DIGITAL PERFORMANCES Terrestrial radio with webcast: KEXP for example Terrestrial radio station with webcast Seattle-based radio station with streaming webcast. Free access. YES. 45% of SoundExchange digital performance royalties paid directly to featured performer for webcast (not for terrestrial broadcast). YES. Ra licenses ASCAP/ songwrit compens broadcas RADIO/ WEBCASTING/ DIGITAL PERFORMANCES Sirius XM Satellite RadioSatellite radio channels Consumer pays for equipment plus monthly subscription fees, about $15/month. YES. 45% of SoundExchange digital performance royalties paid directly to featured performer. YES. Si ASCAP/ songwrit compens RADIO/ WEBCASTING/ DIGITAL PERFORMANCES MusicChoice Music on cable TV stations Part of consumer's monthly cable package bill YES. 45% of SoundExchange digital performance royalties paid directly to featured performer. YES. Al ASCAP/ songwrit compens Are they compensated, and how m
  32. 32. Radio
  33. 33. Regular Radio…Still? Terrestrial radio is still very relevant for both new and established artist. Airplay is not a God-given right even for a great record but it’s still extremely important for breaking new artists. Despite the popularity of the Internet, radio stations receive hundreds of CD’s every month with few of them ever getting heard by the programmers, let alone getting any airplay. Radio promotion entails hiring specialist “indie-promoters” to solicit radio for airplay and feedback saving you the time and toil. Radio campaigns usually run 6-8 weeks. Feedback from radio is provided to you in detailed weekly reports that are pulled from our website.
  34. 34. Terrestrial Radio – Key DMAs Rank Market Code Type Freq. Market Metro 12+ Population Rank Market Code Type Freq. Market Metro 12+ 1 1 PPM 13 New  York† 15,867,400 17 63 PPM 13 San  Diego† 2,700,300 2 3 PPM 13 Los  Angeles 11,044,200 18 87 PPM 13 Tampa-­‐St.  Petersburg-­‐ Clearwater 2,475,100 3 5 PPM 13 Chicago† 7,878,800 19 321 PPM 13 Nassau-­‐Suffolk  (Long  Island)† 2,448,100 4 9 PPM 13 San  Francisco† 6,264,600 20 35 PPM 13 Denver-­‐Boulder† 2,429,700 5 24 PPM 13 Dallas-­‐Ft.  Worth† 5,431,900 21 21 PPM 13 Baltimore 2,341,300 6 33 PPM 13 Houston-­‐Galveston 5,126,200 22 17 PPM 13 St.  Louis 2,308,100 7 15 PPM 13 Washington,  DC† 4,635,000 23 51 PPM 13 Portland,  OR† 2,152,300 8 7 PPM 13 Philadelphia 4,517,800 24 93 PPM 13 Charlotte-­‐Gastonia-­‐Rock  Hill† 2,071,600 9 47 PPM 13 Atlanta 4,385,000 25 23 PPM 13 Pittsburgh,  PA† 2,004,900 10 13 PPM 13 Boston† 4,082,100 26 379 PPM 13 Riverside-­‐San  Bernardino 1,986,600 11 429 PPM 13 Miami-­‐Ft.  Lauderdale-­‐ Hollywood† 3,781,100 27 65 PPM 13 Sacramento† 1,887,800 12 11 PPM 13 Detroit† 3,760,200 28 59 PPM 13 San  Antonio 1,858,500 13 39 PPM 13 Seattle-­‐Tacoma† 3,538,100 29 31 PPM 13 Cincinnati 1,768,600 14 57 PPM 13 Phoenix 3,255,500 30 19 PPM 13 Cleveland† 1,760,100 15 540 4S 4 Puerto  Rico† 3,152,100 31 101 PPM 13 Salt  Lake  City-­‐Ogden-­‐Provo† 1,745,000 16 27 PPM 13 Minneapolis-­‐St.  Paul 2,793,800 32 257 PPM 13 Las  Vegas† 1,656,200 Terrestrial Radio Day-Parts: •  Morning drive: 6AM – 10AM •  Afternoon drive 3PM – 7PM
  35. 35. College & Non-Commercial Radio Promoters of Choice: College radio Day-Parts: •  Evenings: 7PM – 12PM •  Overnights: 12M – 6AM
  36. 36. Red Bull Radio Of course…Red Bull has that covered too.
  37. 37. Promotion
  38. 38. Promotional Vehicles Publicity: Traditional PR push to radio, mainstream press, and large digital outlets. Specialized social media PR will be enlisted to promote music across social media outlets and to solicit blogger reviews. Radio promotions: Enlist veteran promoter work rock stations in key DMA’s, especially markets around Atlanta, Chicago, Pittsburgh, Montreal, and Toronto. Offer in-studio performances to stations that are along tour routing. Street/lifestyle promotions: A street team of volunteers will be enlisted via social media and email blasts and given free music and other marketing collateral to help them through their own Red Bull Records listening parties. Retail marketing: In-store appearances and performances coordinated with tour scheduling. Video: 3 official music videos will be produced for each of the 1st three singles. Promotional touring: US tour routing should be planned approximately 1month after the initial radio push begins and should be determined according the song performance in the respective DMA. Digital: This will also include mobile. Advertising: There will be no actual advertising in favor of earned and social media marketing.
  39. 39. Promotional Rollout Publicity Radio College Radio Street/lifestyle Street Team Video Retail Retail In-Store Promotion to Coincide with Radio DMA Heavy Rotation Tour College May Weekend U.S. Festival Tour Suburban Tour Major City Tour CMJ NYC CMJ NYC February March 15-Apr Begin TourAlbum Launch November December January15-May June July August September October
  40. 40. Digital PR Agencies of choice:
  41. 41. Target U.S. Festivals
  42. 42. AWOLNATION – Tour Schedule 42
  43. 43. Digital & SEO
  44. 44. Online PR & Promotion 44 Blog  Name Monthly  Visitors Spinner.com    1,073,483 Idolator    198,214 Stereogum    88,599 JamBase    58,905 brooklynvegan    43,124 PopMatters    39,244 The  Hype  Machine    35,694 Metal  Injection    32,687 Create  Digital  Music    13,522 Popdose    10,979 NoiseAddicts    9,323 SiriusBuzz.com    6,011 www.hardrockhideout.com    4,572 Culture  Bully    4,087 thehiphopdemocrat.com    3,396 Top  Keyword-­‐Related  Blogs Other  Music-­‐related  Cross  Promo4onal  Opportuni4es   Platform Attribute Pure Volume Featured Artists ReverbNation StreetTeam Missions YouTube Video Management Yahoo!Music Music Management/eCommerce Smartpunk Music Management/eCommerce Blip.fm Viral Music Platform SonicBids Electronic Press KitPlatform Last.fm Viral Music Platform OurStage Music Promotion Site Blogs  with  Similar  Keywords  to  NoiseTrade   Site Visits/Month Popeater.com 13,000,000 HipHopDX.com 3,000,000 Spinner.com 2,000,000 LATime Music Blog 1,850,000 NahRight.com 1,200,000 Village Voice Music Blog 900,000 Consequence of Sound 800,000 The Fader 450,000 Idolator.com 300,000 Stereogum.com 150,000 BrooklynVegan 75,000 Top Music Music BlogsTop  Music  Blogs   Sites with visitor affinity profiles similar to those of the target market.
  45. 45. Video Promotion Promote music videos acrossYouTube and other networks. Today, most bands have at least some video content already online and enabling them to embedYouTube videos in their pages would increase user engagement; the stickier the page the more likely fans will be to donate. 1 Month YouTube Video Campaign Example. Daily Budget: $100.00 Target Audience ●  Men & Women between 18 & 24 interested in “New Music” Geo-Targets: ●  New York, NY ●  Nashville, TN ●  Los Angeles, CA ●  Austin, TX 45
  46. 46. 46
  47. 47. Keyword Density Analysis 47 Keyword  Density:       •  The  %  of  (mes  a  keyword/phrase  appears  on  a   webpage  v.  total  number  of  words.     •  Helps  determine  whether  a  web  page  is  relevant  to  a   specific  word  or  phrase.       Op4mize  the  density  of  keywords  that:     •  Have  high  search  engine  search  volume   •  Are  most  relevant  to  the  page’s  content   •  Target  Density  ≈  5.0;  Target  Repeats  ≈  3.7   Keyword Repeats Density Keyword Repeats Density Keyword Repeats Density music 17 4.51 key  posts 10 5.31 meet  ethan  music 2 1.59 posts 12 3.18 social  media 6 3.18 remixes  and  mashups 2 1.59 key 11 2.92 music  for 4 2.12 music  teaching  music 2 1.59 email 10 2.65 music  teaching 3 1.59 music  for  film 2 1.59 media 8 2.12 your  email 3 1.59 for  film  music 2 1.59 social 6 1.59 by  email 3 1.59 film  music  for 2 1.59 ethan 4 1.06 meet  ethan 2 1.06 music  for  theater 2 1.59 blog 4 1.06 ethan  music 2 1.06 key  posts  key 2 1.59 technology 4 1.06 remixes  and 2 1.06 posts  key  posts 2 1.59 linkedin 4 1.06 and  mashups 2 1.06 key  posts  music 2 1.59 evolution 3 0.8 teaching  music 2 1.06 posts  music  key 2 1.59 remixes 3 0.8 for  film 2 1.06 music  key  posts 2 1.59 mashups 3 0.8 film  music 2 1.06 key  posts  politics 2 1.59 Three Word PhrasesTwo Word PhrasesSingle Keywords
  48. 48. Query %  of  Search  Traffic Query %  of  Search  Traffic Query %  of  Search  Traffic noisetrade 29.69% topspin 33.61% kishi  bashi 0.21% noise  trade 7.80% topspin  media 8.93% beak 0.17% noisetrade  blog 2.10% top  spin 4.57% exitmusic 0.13% noisetrade  email 1.08% top  spin  media 2.47% homestuck 0.10% is  noisetrade  legal 1.06% topspinmedi 1.13% doe  paoro 0.09% Query %  of  Search  Traffic Query %  of  Search  Traffic Query %  of  Search  Traffic we  are  hunted 49.77% earbits 46.13% soundcloud 7.81% wearehunted 9.13% earbits  radio 9.43% sound  cloud 0.57% we  are  haunted 2.68% commercial  free   internet  radio 4.08% wankelmut 0.22% we  are  hinted 1.37% earbit 1.85% soundcloud.com 0.12% wearehunted.com 1.36% earbits  play 1.64% falscher  hase 0.11% WeAreHunted.com Takeaway:    A  vast  majority  of  the  sites  search  traffic   comes  from  specific  "We  are  hunted"  related  queries.   NoiseTrade.com Takeaway:    Most  of  NoiseTrade's  search  traffic  is   coming  from  people  searching  specifically  for  it.  An   SEO  goal  should  be  to  also  drive  traffic  from  users   that  may  not  yet  know  about  NoiseTrade  but  are   searching  for  words  related  to  its  value  proposition.   Earbits.com Takeaway:    While  like  many  other  sites,  Earbits   traffic  comes  mainly  from  directly  related  searches.     However,  notice  that  "internet  radio"  also  has   significant  traffic.    This  is  a  categorical  search  that   Earbits  is  benefiting  from  in  terms  of  traffic.   BandCamp.comTopSpinMedia.com SoundCloud.com Takeaway:    While  some  volume  come  from  direct   "sound  cloud"  related  searches,  much  of  the  traffic  is   widely  distributed,  likely  coming  from  artist-­‐related   searches.   Takeaway:    Topspin's  visitors  are  look  for  their   website  specifically. Takeaway:    BandCamp's  search  traffic  is  broadly   distributed  across  maily  across  individual  band  sites.   Music Discovery Search Traffic Drivers 48
  49. 49. Keyword Recommendations – By Category 49 Musical Equipment Keyword Searches/Month  (US) guitar  at 13,600,000                                                 de  guitar 13,600,000                                                 bass  with  a  bass 7,480,000                                                     piano  de 6,120,000                                                     piano  at 6,120,000                                                     piano  piano  piano 6,120,000                                                     with  mic 5,000,000                                                     in  mic 5,000,000                                                     a  toms 2,740,000                                                     toms  in 2,740,000                                                     toms  on 2,740,000                                                     were  to  find  toms 2,740,000                                                     toms  of 2,740,000                                                     toms  and 2,740,000                                                     les  guitars 2,740,000                                                     guitars  from 2,740,000                                                     guitars  la 2,740,000                                                     in  crate 2,740,000                                                     la  crate 2,740,000                                                     amplifier  for 2,240,000                                                     Keyword Searches/Month  (US) red  chili  peppers 550,000                                                           red  hot  peppers 550,000                                                           red  hot  chile  peppers 450,000                                                           redhot  chili  peppers 450,000                                                           foo  foo  fighters 368,000                                                           shellac 246,000                                                           the  dandy 246,000                                                           tegan 201,000                                                           shellack 165,000                                                           whitestripes 165,000                                                           bar  set 135,000                                                           jetsetter 60,500                                                               kiser 60,500                                                               the  blind  spot 60,500                                                               the  peacemakers 60,500                                                               red  hot  chili  peppers  concert 49,500                                                               chili  peppers  tour 49,500                                                               red  hot  chilli  peppers  tour 49,500                                                               i  fratellis 49,500                                                               dinosaurs  bbq 49,500                                                               Indie & Alternative Music Keyword Searches/Month  (US) music  to  download 4,090,000                                                             to  download  music 4,090,000                                                             download  music  from 4,090,000                                                             music  downloads 1,830,000                                                             downloads  music 1,830,000                                                             downloads  for  music 1,830,000                                                             song  downloads 1,500,000                                                             audio  sounds 1,220,000                                                             music  and  sound 1,220,000                                                             freemusic  download 1,220,000                                                             download  freemusic 1,220,000                                                             downloads  for  mp3 1,000,000                                                             freemusic  downloads 823,000                                                                   musicdownloads 823,000                                                                   music  for  mp3 673,000                                                                   album  artwork 550,000                                                                   downloadmusic 550,000                                                                   music  sites 450,000                                                                   musicdownload 450,000                                                                   mp3  conversion 450,000                                                                   Music Streams & Downloads
  50. 50. Promotions
  51. 51. Promotion: Musical Fitting Rooms Integrate the feeling of being backstage with video enabled dressing- room walls at Urban Outfitters.
  52. 52. Promotion: CMJ - NYC Over five nonstop days and nights, the world’s most important platform for the discovery of new music, CMJ Music Marathon, invades New York City with over 1,300 artist performances. CMJ fills more than 80 of the city’s greatest venues, and nightclubs with over 120,000 fans, music industry professionals, college radio tastemakers, bloggers, press, and musicians. Sponsors
  53. 53. Promotion: Digital DIY Album Rather than a soulless download from iTunes, an album-specific site will be created to allow fans to select their favorite 10 tracks from a choice of 20 (or however many the band wants to make available. using a customizable interface enabling users to create their own artwork and download their own custom album.
  54. 54. Promotion: Social Media Store Applications that can be integrated into Facebook and various other social media platforms, will enable fans to sell and combination of Red Bull artist tracks and earn $1.00 for every 10 song (album equivalent) they sell.
  55. 55. Promotion: Music Mixer App An app will be built for smartphone and tablets that lets users remix songs from Red Bull bands.
  56. 56. Tracking Success
  57. 57. Album sales are no longer the primacy success metric
  58. 58. Chart Ranking – AWOLNATION, “Sail” 58 “Sail” Charting on Rock Digital Songs Last Week’s Chart Position #29 Weeks on Chart 87 Peak Chart Position #4
  59. 59. Digital Tracking & Targets 59 Past 90 Days   % Change   % Change Target 90 Day Target   SoundCloud Plays   354,200   + 3%   +10% 389,620 YouTube Video Views   4,200,000   - 3%   +10% 4,620,000   Facebook Likes   4,400,000   + 1%   +10% 4,840,000   Twitter Followers   7,500,000   - 35%   +10% 8,250,000  
  60. 60. AWOLNATION - Facebook 60 Past 90 Days: 4,400,000 Target: 4,840,000
  61. 61. AWOLNATION - Twitter 61 Past 90 Days: 7,500,000 Target: 8,250,000
  62. 62. AWOLNATION - SoundCloud 62 Past 90 Days: 354,200 Target: 389,620
  63. 63. AWOLNATION - YouTube 63 Past 90 Days: 4,200,000 Target: 4,620,000
  64. 64. All Red Bull Artists Tracking - Facebook
  65. 65. All Red Bull Artists Tracking - Twitter
  66. 66. All Red Bull Artists Tracking - YouTube

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