GrammyU<br />Presented by<br />ThedaSandiford & AdiAnada<br />
Analog Music Promotion<br />The Old Way<br />Radio & Satellite Radio<br />Music Video<br />Press<br />Retail<br />Touring<...
Digital Music Promotion<br />	The New Way<br />Social Media<br />Viral Video<br />Digital Radio & Podcasting<br />Streamin...
Music Promotion<br />Analog<br />Radio & Satellite Radio<br />Music Video<br />Press<br />Retail<br />Touring<br />Fan Clu...
The Fundamental Difference<br />Gate Keepers Vs Self Serve Model<br />In the digital age, an artist can handle most of the...
The Fundamental Difference<br />Artists Are Now Content Creators<br />In the digital age, an artist is not just selling mu...
The Fundamental Difference<br />Public Relations Is Now the Artists Job<br />Social Media has broken down the barriers bet...
Step 1: Branding<br />Music does not speak for itself anymore<br />Ask, why should anyone care about your band?<br />Devel...
Step 2: Content Strategy<br />Identify appropriate platforms to facilitate user generated content and conversation<br />Ma...
Step 3: Build Community<br />Increase your “Likeablity”<br />Convert fans to brand advocates<br />Identify key influencers...
Step 4: 360 Marketing<br />Online + Offline = Integrated 360 Marketing<br />A big-picture campaign that ties all marketing...
Step 5: Advertise<br />Online Media Buying<br />CPC- Cost Per Click<br />CPA- Cost Per Acquisition<br />CPM- Cost Per Impr...
Step 5: Advertise<br />SEM<br />Increase visibility in search engine result pages through the use of, paid placement, cont...
Step 6: Monetize<br />CD Sales are declining and Digital sales are not making up the difference.<br />Traditional CD sales...
Step 6: Monetize<br />Digital Downloads<br />Digital Bundling: combining mp3, video and t-shirt<br />Live Versions, Remixe...
Step 6: Monetize<br />Royalties<br />Streaming radio and video<br />3rd Party Sponsorship<br />Brand integration, advertis...
Lets Practice<br />Band One<br />A four member hip hop collective from Atlanta GA.<br />Live drummer and DJ are part of th...
The Assignment<br />Define your brand story and name your band<br />Determine Content Strategy<br />Identify Community Bui...
Good Luck<br />Theda Sandiford<br />Theda@MissTheda.com<br />www.misstheda.com<br />www.AustinYankee.com<br />www.wineandn...
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The New Milenium: Stratagies for Online Promo & Marketing

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Welcome to the new millennium of digital marketing for recording artists.
This presentation was given in Austin on Apr. 30th, 2011 for Grammy U students

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The New Milenium: Stratagies for Online Promo & Marketing

  1. 1. GrammyU<br />Presented by<br />ThedaSandiford & AdiAnada<br />
  2. 2. Analog Music Promotion<br />The Old Way<br />Radio & Satellite Radio<br />Music Video<br />Press<br />Retail<br />Touring<br />Fan Clubs<br />
  3. 3.
  4. 4. Digital Music Promotion<br /> The New Way<br />Social Media<br />Viral Video<br />Digital Radio & Podcasting<br />Streaming Concerts<br />Blogging<br />Ecommerce bundles<br />
  5. 5. Music Promotion<br />Analog<br />Radio & Satellite Radio<br />Music Video<br />Press<br />Retail<br />Touring<br />Fan Clubs<br />Digital<br />Digital Radio/Podcasting)<br />Viral Video<br />Blogging<br />Ecommerce bundles<br />Streaming Concerts<br />Social Media<br />
  6. 6. The Fundamental Difference<br />Gate Keepers Vs Self Serve Model<br />In the digital age, an artist can handle most of the promotion responsibilities labels use to handle exclusively.<br />Yes, relationships with gate keepers are still important, however it is possible to break thru without them<br />
  7. 7. The Fundamental Difference<br />Artists Are Now Content Creators<br />In the digital age, an artist is not just selling music anymore they are selling themselves through a variety of means.<br />Digital Bundles<br />Video Channel Advertising<br />Licensing<br />Twitter Sponsorship<br />Advertising<br />
  8. 8. The Fundamental Difference<br />Public Relations Is Now the Artists Job<br />Social Media has broken down the barriers between artists and fans. <br />An artist doesn’t really need a publicist to tell their story for them anymore, they can blog about it themselves.<br />
  9. 9. Step 1: Branding<br />Music does not speak for itself anymore<br />Ask, why should anyone care about your band?<br />Develop your brand story<br />Recognize that brand <br />storytelling includes more <br />than music and words. <br />Who Am I And What Is It To You?<br />
  10. 10. Step 2: Content Strategy<br />Identify appropriate platforms to facilitate user generated content and conversation<br />Make a plan for what content to post and when to post and stick to it<br />Great content reflects your brand and gives people a reason to stay engaged.<br />Develop an authentic voice.<br />Create multimedia content<br />Coordinate content pushes with your PR strategy<br />
  11. 11. Step 3: Build Community<br />Increase your “Likeablity”<br />Convert fans to brand advocates<br />Identify key influencers and have a special relationship with them<br />Use Gamification to incentivize fans<br />Find clever ways to build your email list<br />Offer unique incentives/programs for each social media channel<br />Reputation Management<br />
  12. 12. Step 4: 360 Marketing<br />Online + Offline = Integrated 360 Marketing<br />A big-picture campaign that ties all marketing channels together.<br /> Radio > Print > Mobile> Online > Retail<br />This can include a co-op partnership between the artist and a business that sponsors the act with a presents package.<br />
  13. 13. Step 5: Advertise<br />Online Media Buying<br />CPC- Cost Per Click<br />CPA- Cost Per Acquisition<br />CPM- Cost Per Impression<br />*****<br />A/B Testing of Banners & Landing Pages<br />Ad Networks<br />Buying Direct<br />Pay For Play<br />
  14. 14. Step 5: Advertise<br />SEM<br />Increase visibility in search engine result pages through the use of, paid placement, contextual advertising, and paid inclusion.<br />Google Adwords contextual buying<br />****<br />SEO<br />Improving visibility in search engine result pages organically<br />Effective use of keywords in content creation <br />Promote back links with bloggers<br />
  15. 15. Step 6: Monetize<br />CD Sales are declining and Digital sales are not making up the difference.<br />Traditional CD sales in the US brought in $3.8 billion in revenue last year, and is expected to drop to around $2.7 billion in 2012. iTunes is leading with $2.8 billion.<br />What’s Next?<br />
  16. 16. Step 6: Monetize<br />Digital Downloads<br />Digital Bundling: combining mp3, video and t-shirt<br />Live Versions, Remixes, Alternate Versions<br />Video Mixtapes<br />Cloud-based Digital Lockers<br />Streaming Subscription Services: Rental model<br />
  17. 17. Step 6: Monetize<br />Royalties<br />Streaming radio and video<br />3rd Party Sponsorship<br />Brand integration, advertising<br />You Tube Video branded channel<br />Mobile Apps<br />Sale of Branded Artist Apps and in app content purchases<br />Virtual Goods<br />Branded artist items in social games and virtual communities<br />
  18. 18. Lets Practice<br />Band One<br />A four member hip hop collective from Atlanta GA.<br />Live drummer and DJ are part of the group<br />All 4 members rap, the DJ is the producer<br />All members are between 18-22<br />Band Two<br />A four piece roots music band from San Antonio with a female vocalist.<br />Regional touring band with an monthly artist residency at the Continental Club<br />The Drummer was in an established band in the 90’s<br />
  19. 19. The Assignment<br />Define your brand story and name your band<br />Determine Content Strategy<br />Identify Community Building Tactics<br />360 Marketing Tactics<br />Illustrate Media Buying Strategy<br />Monetization<br />Include examples for each part of your marketing plan<br />Present to the workshop<br />
  20. 20. Good Luck<br />Theda Sandiford<br />Theda@MissTheda.com<br />www.misstheda.com<br />www.AustinYankee.com<br />www.wineandnetworking.com<br />Twitter<br />@Bondgyrl<br />@SuperNodes<br />AdiAnand<br />adi@transmissionentertainment.com<br />www.transmissionentertainment.com<br />Twitter<br />@adi7anand<br />Facebook<br />Adi7anand<br />
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