The German Music Market

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Presentation about the German Music Market for PROMUS.dk. Presented to about 35 artists and music business executives in Aarhus, Denmark on 22nd February 2012.

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The German Music Market

  1. 1. German Music Market S
  2. 2. The Basics S
  3. 3. Germany in numbers S 5th larges economy S 82 million people S Average age of 45 S Berlin largest city with 3.4 m S 10 % non-GermanSource: CIA Factbook
  4. 4. Communication S 45.6 million telephone landlines S More or less each household S 65 million Internet users S 105 million mobile phonesSource: CIA Factbook Source: WENN.com
  5. 5. Bronze medal Turnover Music Sales % (2010) USA JapanGermany UK 0 5 10 15 20 25 30 35
  6. 6. Half are foreign tunes Share in sales (2010) National International SoundtracksSource: media control, excluding compilations
  7. 7. Shops still ahead Share in Sales (2010) 6.8 12.4 Shops 22.5 Online (physical) 58.3 Online (digital) MailorderSource: GfK Panel Services
  8. 8. Big stores sell Share in sales % 17.9 Electronics Market 5.3 27.6 Internet 7.3 Download/Mobile 7.9 Grocery Store 22.5 Drug Store 11.5 Mail Order OtherSource: GfK Panel Services
  9. 9. Decline slowing
  10. 10. Digital album sales increasing
  11. 11. Top 5 Music Cities S
  12. 12. BerlinS 3.4m peopleS Club Commission http://www.clubcommission.de/S Berlin Music Commission http://www.berlin-music-commission.de/
  13. 13. HamburgS 1,8m peopleS Clubkombinat http://www.clubkombinat.de/S RockCity e.V. http://www.rockcity.de
  14. 14. CologneS 1m people (Ruhrgebiet: 5.2m people)S KlubKomm e.V. http://www.klubkomm.de/
  15. 15. MunichS 1.4m peopleS Booking Association Munich http://www.verband-der-muenchner-kulturveranstalter.de/S Tonkünstlerverband München e.V. http://www.tonkuenstler-muenchen.de
  16. 16. FrankfurtS 0,68m peopleS VirusMusik e.V http://www.virusmusik.de/ev/
  17. 17. Associations S
  18. 18. BVMI S Represents ca 90 % of the German music business S Members: (Major) labels, distributors S Tasks: S Lobbying. Musical education, ECHO Awards S Market research S Initiatives against illegal sharing of music S Legal advicehttp://www.musikindustrie.de
  19. 19. VUT S Represents 1.200 independent music businesses (=25% of music sales in Germany) S Members: Indie labels, distributors, shops, publishers S Tasks: S Special conditions for GEMA, etc. S Lobbying the needs of the Indie companies S Export help S Legal advice S Indie-Chartshttp://www.vut-online.de
  20. 20. Managers Association S National representation of music managers S Members agree to fairness & reliability standard S Standardised contractshttp://www.imuc.de
  21. 21. Bookers associationS VDKD – more ‚serious‘ music http://www.vdkd.deS Hamburg booking agencies http://www.rockcity.de/rc/links/booking-agenturen/S Berlin booking agencies http://www.musiker-portal-berlin.de/files/agent.phpS List of agencies http://www.alexander-wendt.de/konzertagenturen.htm
  22. 22. Copyright GEMA GVLS Pays composers of the tune S Pays owners of the recordingS Charges: S Charges whoever plays a S Venues: live music recording: S Labels: CDs, LPs, etc. S Radio & TV S Stations: Broadcast S Clubs, pubs, hotels S Club, Mall, etc.: public S Cable companies playing / performance S Manufacturers of blanc CDs, harddisks, DVDs, etc.
  23. 23. Financial Support Labelförderung Initiative Musik Hamburg S Artist support (10-30k Euro) S Marketing (3 – 10k Euro) S Recording S Promo S Manufacturing S Marketing / Promo S Advertising S Concerts S Production (3 – 10k Euro) S Competitions S Recording S Structural support (100k Euro) S Production S Presentation abroad S Communication / Onlinehttp://www.initiative-musik.de/ http://www.hamburg.de/labelfoerderung
  24. 24. Broadcast S
  25. 25. RadioS 10 regional stations S (ARD group)S 2 national stations S Deutsche Welle S Deutschlandradio Reach of public stations: http://www.miz.org/intern/uploads/statistik56.pdf List of radio stations: http://en.wikipedia.org/wiki/List_of_radio_stations_in_GermanyImage source: http://articles.businessinsider.com/2010-10-23/tech/29963710_1_radio-stations-smart-phones-broadcasters
  26. 26. Public BroadcastSource: http://de.wikipedia.org/wiki/Öffentlich-rechtlicher_Rundfunk
  27. 27. Top Radio Channels Reach in Mio. radio NRW Bayern 1 Radio-Kombi BW 1LIVE SWR3 WDR 2 Bayern 3 BAYERN-FUNKPAKET ANTENNE BAYERN WDR 4 NDR 2 radio ffn Hit Radio FFH SWR4 BW radio SAW SWR1 BW Hit-Radio Antenne hr3 MDR 1 Radio Sachsen hr4 Hit Radio Antenne 1 0 0.5 1 1.5 2Source: ag.ma Arbeitsgemeinschaft Media-Analyse e.V., 2011
  28. 28. TVSource: http://www.vprt.de/thema/marktentwicklung/medienmessung/tv-messung/arbeitsgemeinschaft-fernsehforschung-agf/content/pri?c=0
  29. 29. Top TV Channels Share of viewing %141210 8 6 4 2 0
  30. 30. Top TV Shows Rank Name 1 Wetten, dass... ? 2 Tatort 3 Bauer sucht Frau 4 Das Supertalent 5 Ich bin ein Star – Holt mich hier raus! 6 Um Himmels Willen (Nuns) 7 Wer wird Millionär? 8 Deutschland sucht den Superstar 9 In aller Freundschaft (ER) 10 Familie Dr. Kleist (Doctor)http://www.handelsblatt.com/panorama/lifestyle/beliebteste-fernsehsendungen-was-die-deutschen-vor-die-mattscheibe-lockt/4282370.h
  31. 31. Online VideoSource: http://www.vprt.de/thema/marktentwicklung/marktdaten/studien/content/nutzung-von-tv-inhalten-über-das-internet?c=0
  32. 32. Top Music Websites 2008 Rank Website Rank Website 1 Myspace.com 11 Motor.de 2 Last.fm 12 Simfy.de 3 MTV.de 13 Mzee.com 4 Laut.de 14 Rap.de 5 Viva.tv 15 Phonostar.de 6 Antenne.de 16 Tonspion.de 7 Songtexte.com 17 Mikestar.de 8 Jamendo.com 18 Myownmusic.de 9 Pop24.de 19 TalentRun.de 10 Intro.de 20 Setlist.fmhttp://www.internetszene.com/2008/11/18/top20-musik-websites-in-deutschland/
  33. 33. Specifics S
  34. 34. YouTube vs. GEMA
  35. 35. Streaming XX X XX
  36. 36. TV = LabelS Pro7 – Starwatch S Starwatch Music (mit Warner) S WE LOVE MUSIC (mit Universal) S Columbia SevenOne Music (mit Sony) S EMI 7 Music (mit EMI)RoxetteRoxetteS RTL S Coop with big 4 labels and indies for video
  37. 37. Future TrendsS Tools S Apps (Shazam / Composing / Radio) S Tumblr / Pinterest / Posterous S Restorm / Songkick S Playlists (Simfy, Spotify, YouTube, Mixcloud)S Sponsorships S RedBull, Coca Cola. Telekom, Bitburger, Jägermeister, O2, Beck‘sS Coops S Jägermeister & Deichkind https://www.facebook.com/jaegermeisterschubrakete
  38. 38. DIY = Wedding PrepS Networking S Approach similar bands in Germany S Find music forums / Groups / Blogs S Comment on FB, SC, etc. S Become visibleS A pretty bride (for labels / bookers) S Be active S Build fanbase S Get press coverage S Play play play S Be unique
  39. 39. Culture ClubS Business culture?S Music history?S Pride influenced by allies (UK, FR, USA, RU)?
  40. 40. We love Nordic!S ABBA S 27 songs the charts platzieren // 21 in the top 10 S 9 No 1s ... Six of which in A ROW!S Roxette S All 7 albums in the top 10 // 6 in the top 5 // Three at No 1S Sunrise Avenue, Mando Diao, A-ha, Europe, Neneh Cherry, Røyksopp, The Rasmus, Lars Ulrich (Metallica), Björk, Sugar Cubes,
  41. 41. Thank you Andreas Gutjahr Resonanz PR ag@resonanz-pr.com www.resonanz-pr.com
  42. 42. Link FrenzyS Festivals: http://www.festivalhopper.de/festivals/bundesland/S Associations: http://www.comeunited.com/magazin/gut-zu-wissen/verbaende/musik/S Search for „Landesmusikrat“ for each BundeslandS Kultur-Portal Frankfurt: http://www.kultur-frankfurt.de/portal/de/Musik/Start/0/0/0/0/5.aspx

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