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How to Start & Grow a Direct-to-Fan Business - for musicians and presented at The Belfast Music Week on Nov. 3, 2011

How to Start & Grow a Direct-to-Fan Business - for musicians and presented at The Belfast Music Week on Nov. 3, 2011



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Start businessseminar102011 Presentation Transcript

  • 1. How To Start & Grow Your Direct-to-Fan Business Presented by: Chandra Lynn & Jason Spitz Featuring: Carl Jacobson/
  • 2. CHANDRA LYNN, M.B.A.Founder & Principal of Glow Marketing LLCBackground:• Clients: Supermodel Tyra Banks, Author Terry McMillan, Apple Computer, Black Eyed Peas, Nine Inch Nails, Pro Tools, Airshow Mastering, LMG Touring, Live 365, The Wine Group, and more.• Press & Artist Relations - Avid/Pro Tools• Marketing & Promo for Concert Promoter Bill Graham/Live Nation Major marketing• US Radio - San Francisco• Magazine publishing - New Bay
  • 3. JASON SPITZMusic Marketing & E-commerce ConsultantBackground:•Direct-to-consumer E-commerce for RhinoEntertainment (a division of Warner Music Group) andworked on The Grateful Dead, the Frank Sinatra Estateand Rhino.Com.•Director of Marketing for Topspin self-servicesoftware platform for artists, managers & marketers.  •Developed & implemented marketing campaigns forgroups in music, comedy & theater.
  • 4. Overview ★Organizing your band as a business ★Developing revenue streams ★Sales strategies & distribution channels ★Building your e-stores ★Direct-to-fan marketing ★Growing your fan-base ★Running your own marketing campaigns ★Case studies
  • 5. Band as a BusinessOrganizational Structure
  • 6. Businesses Need Revenue   YOUR REVENUE STREAMS ★Sales through your Web store and social pages ★Sales through physical stores ★Sales through Online Retailers ★Concert Tickets ★Merchandise ★Performance Royalties (sign up with ASCAP & BMI in US or MCPS & PRS in UK) ★Creative Licensing & Publishing
  • 7. Two Pronged Approach 1) Sell Direct 2) Be Where People Are Already Shopping
  • 8. Digital Distribution•In addition to using your own website, get your album up on as many online distributionsites as possible. Most offer non-exclusive deals.•Compare on Wikipedia:
  • 9. Physical Retailers•Finding a distributor is crucial for physical distribution.•You’ll have to pitch them so get through to the person who is most likely to beinto the music you are pitching.•Give them a press kit and promotion plan•Read more:
  • 10. Artist Services•There are artist services that can help you with physical, digital and video distributionand marketing.
  • 11. Sell Direct on Your Web Store & Social Pages
  • 12. Without music, the greatest marketing plans in the whole world dont mean shit." -- Eddie Rosenblatt, Geffen Records"Without marketing plans, the greatest music in the whole world dont mean shit." -- Christopher Knab, Music Business 101
  • 13. Grow Your Fan-base •Start with a great product! •Market yourself as a brand. Be consistent with your image across platforms. •Collect email list of fans and actively use it. •Leverage local connections. •Create partnerships to gain exposure to new audiences, i.e. share lists with similar bands, consumer brands, instrument companies, media, etc.
  • 14. Grow Your Fan-baseSocial Media & Technology •Where do fans of you music hang out? Be there. Participate on niche music blogs & forums. •Increase Facebook and Twitter followers by providing regular supply of sharable media. •Take advantage of technology solutions, i.e., ReverbNation
  • 15. SuperFans •Identify SuperFans and make them feel special through engagement tactics. •Create rewards and recognize them publicly •Offer unique merchandise •Create a fanclub that offers regular value propositions •Mobilize them. Check out Mobile Roadie for a band app.
  • 16. Run Campaigns •Campaign around album launches, tours, new merch, fundraising, etc. •Tell a STORY through your marketing. •Coordinate all media channels to tell the same story in unison...integrate and be consistent. •Engage fans in a genuine, authentic and personal way. •Prepare fans for an EVENT like an album release or tour date. •Run a marketing program that builds buzz and be clear about how people can support you. Create call-to-actions.
  • 17. Campaign Timeline• 3 months out ◦ start distribution process ◦ construct a detailed marketing plan ◦ tease the upcoming launch• 2 months out ◦ announce launch; execute marketing plan; begin PR outreach ◦ give away a free track (or a few) in exchange for email addresses/Likes ◦ nail down merch designs & lock down merch & CD suppliers• 4 weeks out ◦ start taking pre-orders (offer some preorder exclusives) ◦ place orders with merch suppliers, notify fulfillment company of incoming items ◦ steady stream of marketing messages, building toward launch day• 1 week out ◦ make sure all merch is delivered or on its way to fulfillment ◦ rev up the core fan base to do heavy sharing & promoting on launch day• LAUNCH ◦ continue to implement your marketing plan ◦ use “mini-events” to keep attention ◦ re-order merchandise as necessary• 4-6 weeks after launch ◦ if any leftover merch/CDs, put them on sale ◦ thank fans who purchased, remind them to Like/Follow etc for updates
  • 18. Engage Fans on Facebook Nimbit, for example, offers branded website storefronts and Facebook and MySpace storefronts that offer you the opportunity to sell direct, use promo codes, capture fan email and information, and utilize tools for email marketing, social media and analytics.
  • 19. Q&A Follow Us @glowmarketing @chandralynn @carljacobson
  • 20. Glow Marketing LLCbe remembered• Entertainment marketing agency that supports artists from the studio to the stage.• Specializes in marketing strategy & partnerships; promotions; web development and e-commerce; and concert production and tour support.• Scalable teams are assembled to meet marketing goals. We have the talent to meet the requirements of nearly any project.• We provide the highest level of flexibility, creativity and cost savings.