How to break your band
Marke(ng	                     Distribu(on	    Produc(on	    	         Last piece of the puzzle left
The social web is a game changer for bands
Music has a lot of people’s attention on600 million fans on Facebook, Twitter,              YouTube..etc
Name                 # of Fans        Daily Growth       Weekly Growth 1 Texas Holdem Poker       35,893,396             9...
Top 25 Facebook fan pages music is         dominate category
Today,	  marke(ng	  for	  bands	  on	  the	  web	  is	  broken	                                      	                    ...
Cost	  is	  the	  driver	             Awareness	            Connec(on	         Conversions	  
When bands pay for awareness                 Bands lose        Radio does not work this wayWhat if you paid for each perso...
No real reach        One small gig at a time             One shot deal   The fans are not there for artistsBad at getting ...
Trying to reach grandpa ?
Email is not a good tool to reach new fans.         Might be good for CRM
How to make it awesome
Reach fans where they are    Facebook and TwitterIn the stream = a new type of gig
20 Random minutes on Facebook…   Shared	  links	                           1,000,000	     Tagged	  photos	                ...
Status Updates the best opportunity to          reach new fans
In a perfect world how would I       reach new fans?
Practically free  Authentic Engagement  Endorsed
How do I get big reach so it :                                 	   a)     Does	  not	  break	  the	  bank	   b)     Moves	...
Collaborative PromotionArtists cross promoting other artists            to their fans.
Dr.	  Dre	                         Eminem	                          50	  CENT	                   Bruno	  Mars	            ...
Not a new idea          Works great       But before only forBig bands with close relationships       A closed room deal  ...
For the first timeCollaborative promotion is available           To Everyone           Everywhere                 .
How collaborative promotion works Bands send messages to other bands andask them to endorse and pass them along to        ...
Natural progression of the social web  	                                            	    	                                ...
Collaborative promotion =   Big endorsed reach
Fans get a hook up from bands they like   A new band gets their music and/ormessage to in front of a large new audience   ...
It Works For All Bands
Millions of new fans reached100,000’s of collaborative promotionsSocial media marketing that works for              bands
Headliner New Music Seminar Presentation
Headliner New Music Seminar Presentation
Headliner New Music Seminar Presentation
Headliner New Music Seminar Presentation
Headliner New Music Seminar Presentation
Headliner New Music Seminar Presentation
Headliner New Music Seminar Presentation
Headliner New Music Seminar Presentation
Headliner New Music Seminar Presentation
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Headliner New Music Seminar Presentation

  1. 1. How to break your band
  2. 2. Marke(ng   Distribu(on   Produc(on     Last piece of the puzzle left
  3. 3. The social web is a game changer for bands
  4. 4. Music has a lot of people’s attention on600 million fans on Facebook, Twitter, YouTube..etc
  5. 5. Name # of Fans Daily Growth Weekly Growth 1 Texas Holdem Poker 35,893,396 90,964 668,283 2 Facebook 33,626,470 68,695 435,953 3 Michael Jackson 28,405,524 83,000 383,593 4 Lady Gaga 28,051,285 78,805 427,378 5 Eminem 27,789,057 123,008 580,307 6 YouTube 26,917,114 39,738 279,839 7 Family Guy 25,472,577 43,452 311,815 8 Rihanna 24,133,212 155,045 740,810 9 Linkin Park 22,554,330 92,926 469,44110 Coca-Cola 22,327,907 14,528 110,33411 South Park 21,715,753 24,561 189,44112 Sakira 21,056,618 149,893 703,52113 Justin Bieber 20,907,045 102,836 637,88214 Megan Fox 20,836,647 15,946 124,74015 Vin Diesel 20,596,565 19,553 146,76916 The Simpsons 20,188,455 56,257 387,45717 Lil Wayne 19,844,077 62,885 370,70618 Cristiano Ronaldo 19,742,111 60,248 420,54619 Starbucks 19,559,913 13,279 93,57620 Bob Marley 19,493,941 68,729 316,23221 The Twilight Saga 19,248,696 8,890 72,36622 Music 19,230,661 20,526 166,59323 Katy Perry 18,677,844 110,064 485,31024 House 18,533,144 23,009 178,93425 Twilight 18,366,075 54,431 382,550
  6. 6. Top 25 Facebook fan pages music is dominate category
  7. 7. Today,  marke(ng  for  bands  on  the  web  is  broken     Google  Ads   Viral   Facebook   Twi@er   Blogs   Email  
  8. 8. Cost  is  the  driver   Awareness   Connec(on   Conversions  
  9. 9. When bands pay for awareness Bands lose Radio does not work this wayWhat if you paid for each person to show up at your gig? You get the idea
  10. 10. No real reach One small gig at a time One shot deal The fans are not there for artistsBad at getting music heard by new fans How much is a like worth?
  11. 11. Trying to reach grandpa ?
  12. 12. Email is not a good tool to reach new fans. Might be good for CRM
  13. 13. How to make it awesome
  14. 14. Reach fans where they are Facebook and TwitterIn the stream = a new type of gig
  15. 15. 20 Random minutes on Facebook… Shared  links   1,000,000   Tagged  photos   1,323,000   Event  invites  sent  out   1,484,000   Wall  posts   1,587,000   Status  updates   1,851,000   Friend  requests  accepted   1,972,000   Photos  uploaded   2,716,000   Comments   10,208,000   Likes   7,657,000    
  16. 16. Status Updates the best opportunity to reach new fans
  17. 17. In a perfect world how would I reach new fans?
  18. 18. Practically free Authentic Engagement Endorsed
  19. 19. How do I get big reach so it :   a)  Does  not  break  the  bank   b)  Moves  the  needle  for  my  band   c)  Moves  your  overall  career  forward   d)  Plays  into  the  strength  of  the  SW    
  20. 20. Collaborative PromotionArtists cross promoting other artists to their fans.
  21. 21. Dr.  Dre   Eminem   50  CENT   Bruno  Mars   B.  o.  B.   Jay-­‐z   Rihanna  
  22. 22. Not a new idea Works great But before only forBig bands with close relationships A closed room deal .
  23. 23. For the first timeCollaborative promotion is available To Everyone Everywhere .
  24. 24. How collaborative promotion works Bands send messages to other bands andask them to endorse and pass them along to their social media fans
  25. 25. Natural progression of the social web                                                 SW  1.0  about  one  to  many   SW  3.0  about  many  to  many    
  26. 26. Collaborative promotion = Big endorsed reach
  27. 27. Fans get a hook up from bands they like A new band gets their music and/ormessage to in front of a large new audience Builds relationships with other bands
  28. 28. It Works For All Bands
  29. 29. Millions of new fans reached100,000’s of collaborative promotionsSocial media marketing that works for bands

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