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

1. Marketing Plan
Prepared By:
Ryan Ziemba
For Columbia Business School

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. 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. 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. 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. Red Bull’s place(s) in the music market.
6

7. Competitive Landscape

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. 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. Target Market

11. The Target: Music Mavens

12. The Target: Music Mavens

13. Target Market: Millennials
Reference: www.sorelevent.org

14. “I prefer music which is not mainstream but new and challenging”
Target: Music Mavens

15. RedBull.tv AWOLNATION Website
RedBull.tv visitors are similar to AWOLNATION.com’s

16. Budget

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. Digital Marketing Budget Allocation
SEO,
$24,750
PPC, $8,333
Social Media,
$37,500
Email,
$4,167
Mobile,
$8,333
Content,
$4,167

19. Seasonality & Geography

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. Geography
Geo-Targeting:
Ø Digital Marketing – SEM & Display
Ø Tour Routing
Ø Festivals, sporting events and college
vacations.

22. Music Consumption Maps

23. Music Social Media Food Chain
23

24. Digital Music Consumption Map
Box size proportional to music consumption
volume – number of tracks consumed per
month.

25. Distribution

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. 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. 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. 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. 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. 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. Radio

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. 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. College & Non-Commercial Radio
Promoters of Choice:
College radio Day-Parts:
• Evenings: 7PM – 12PM
• Overnights: 12M – 6AM

36. Red Bull Radio
Of course…Red Bull has that covered too.

37. Promotion

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. 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. Digital PR
Agencies of choice:

41. Target U.S. Festivals

42. AWOLNATION – Tour Schedule
42

43. Digital & SEO

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. 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

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. 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. 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. Promotions

51. Promotion: Musical Fitting Rooms
Integrate the feeling of being backstage with video enabled dressing-
room walls at Urban Outfitters.

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. 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. 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. Promotion: Music Mixer App
An app will be built for smartphone and tablets that lets
users remix songs from Red Bull bands.

56. Tracking Success

57. Album sales are no longer the primacy success metric

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. 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. AWOLNATION - Facebook
60
Past 90 Days: 4,400,000
Target: 4,840,000

61. AWOLNATION - Twitter
61
Past 90 Days: 7,500,000
Target: 8,250,000

62. AWOLNATION - SoundCloud
62
Past 90 Days: 354,200
Target: 389,620

63. AWOLNATION - YouTube
63
Past 90 Days: 4,200,000
Target: 4,620,000

64. All Red Bull Artists Tracking - Facebook

65. All Red Bull Artists Tracking - Twitter

66. All Red Bull Artists Tracking - YouTube