Magnatune explained to suits

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Magnatune presentation for traditional business people (bankers, industry executives, marketing folks) in traditional positioning and market segment terms.

Magnatune presentation for traditional business people (bankers, industry executives, marketing folks) in traditional positioning and market segment terms.

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Transcript

  • 1. Magnatune is... Next-generation record label Combines B2C and B2B B2C: downloads and CDs B2B: music licensing for commercial use
  • 2. Main Consumer Benefits Selected music Full Preview Fair price High quality product
  • 3. Selected Music Consistent quality Hard-to-find genres Manageable size
  • 4. Preview Listen to everything for free Never-ending genre mixes High audio quality MP3 streams
  • 5. Fair Price Pay what you want 50% for the musician No registration
  • 6. Quality Product MP3 and CD quality downloads Allows later re-download No DRM
  • 7. Leveraging consumer anger at the Music Industry Limited musical diversity, poor quality CD prices too high Ripped-off musicians speaking out DRM Symptom: using P2P is acting as a just-cause revolutionary
  • 8. How music demand is typically created Traditional command- and-control marketing Grass-roots uprising quot;Customers also boughtquot; Try-before-you-buy (Magnatune’s focus)
  • 9. Try-before-you-buy: the old ways Radio MTV Concerts Mix tapes from friends
  • 10. Try-before-you-buy: many new ways 30-second snippets (iTunes/Amazon) quot;Conceptquot; compilations (quot;Buddha Barquot;) Recommendation web sites P2P used for previewing Mix CDs from friends Social MP3 sharing DJ culture & raves Internet radio
  • 11. Music Biz isn't just CDs Most music heard is not at home, but in a business/commercial setting Consumer shopping experience is increasingly staged, with music in a key role Music is branding TV commercials make hits Tie-ins are increasing Music biz becoming like book publishing
  • 12. end.