The Age of Engage: An Urban Guide to the Social Music Evolution

The Age of Engage:
An Urban Guide to The Social Music Evolution
Thursday March 04, 2k10
Daniel “Danny Dee” Aguayo
Minister of Propoganda
Digipendent Artist Services

WARNING
(Shit Load of Bad Words)

Current Projects:

State of the Digital Union
40% of music was bought digitally in 2009
1 billion Youtubevids watched daily
20hrs of content uploaded every minute
175k new blogs create daily
Facebook users = 400million
45million daily status updates
Myspace users = 120million
50 million tweets per day (600 per second )

The Age of Engage

Can you blog?

Fans don’t want to Just connect with you music….
True fans want YOU to connect with THEM!

360 Deals = Standard

Do For Self!
Avg. Rev Per Sale: iTunes = < $3 / ARPS: D-T-F = $20-$50

Create your own Dream Team
Manager(s)
Lawyer
Promo team
P.R.
Distro (physical/digital)
Radio promoter
Web design
Booking agent
Misc: Publisher/manufacturers/video/label, stylist etc…

The 3 Stages of Development
Alert, Connect, Sell

How Do you Compete w/ FREE?

ADD VALUE

Limited Edition High Margin Offers

You Are NOT Selling Music…
…selling experiences
Not making transactions…
…Building relationships

Fans pay more: >$20 average revenue / transaction, $50 with branded artists

The Formula for Success

CwF + RtB = $

Website = homebase

Tiered Pricing

Free is a Price Point

OLD Model vsNEW Model
High Volume, Low Margin
Millions of units
One-size fits all product
Tiny Revenue for artist
Lower Volume, High Margin
Multiple Products (SKUs)
Smaller, segmented market
Efficient, high-margin

Direct-to-Fan Marketing Plan
Establish Goals
Craft Product Offers
Create Content
Formulate Value Proposition
Analyze & Optimize
Apply Pareto Principle
Repeat, iterate , Experiment

Landing Page
Offer Page

Squeeze Page

Permission Based Marketing
Ownership vs Rental of fans
= #1 asset
MUST BE:
Anticipated,
personal
Relevant

HITS = how idiots track success
VARIABLE
FRAMEWORK
Discovery
Playing/Sharing
REACH
Fan sites, blogs, music services, TV/Radio/Film, total impressions
Permission
ENGAGEMENT
Play, share, post on Twitter, embed on blogs, word of mouth
$£€¥
ACQUISITION
Email, Facebook friend, Twitter follower, fan club, street team
MONETIZATION
Conversion, active paying fans, recurring revenue, capturing economic surplus

Revenue by Channel

Your Digital Toolbox

The Essentials

The 3rd Ying Yang Twin
Your Hype Man as the “TYPE Man”

The Top 2 Things You should be doing…
…as unsexy as they me be, are:
Collecting fan email addresses (only when its permission based)
Worrying about Search Engine Optimization (SE0)

Key Takeaways
It’s all about the data!
website = homebase
CwF + RtB = $
You can’t DIY
Include tiered premium offers
+ collectibles w/ higher value experiences
Focus on low friction/cost fan acquisition
None of this is possible without GREAT music.

Thank you! 
HOLLA!
dannydee.com
digipendent.com
twitter.com/dannydee
youtube.com/digipendent
facebook.com/digipendent
#artistadvice

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The Age of Engage: An Urban Guide to the Social Music Evolution

by Danny Dee on Mar 04, 2010

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