Anjunabeats is a British trance music label founded in 2000 by Jono Grant and Paavo Siljamäki. They were later joined by Tony McGuiness to form Above & Beyond, and the label has grown to become one of the world's largest trance labels. In 2005, Above & Beyond launched the sub-label Anjunadeep to release music that did not fit the main label's focus on trance. The document discusses how Anjunabeats has achieved success through consistent branding, creating a dedicated fan base, developing relevant revenue streams, and leveraging mobile and social media.

1. //LESSONS LEARNED..
01_Anjunabeats

6. NO

7. “Anjunabeats is a British record label, started by producers Jono Grant and Paavo
Siljamäki in 2000 which releases trance music. They were soon joined by Tony
McGuiness to form Above & Beyond and have since become one of the world's
largest trance labels. In 2005 Above & Beyond launched the sub-
label Anjunadeep aimed at releases that don't fit under the main label's focus on
trance, allowing more diversity within the Anjunabeats brand”
Wikipedia

8. Paavo
Tony
Jono
..the label ..musicians ..DJs ..a radio show ..producers

11. "Anjunabeats makes everyone else look silly”
Mixmag

12. “Last night I played 4 Anjunadeep tracks. I can't think of
any label where I've done that...”
James Zabiela (DJ)

13. “Above & Beyond are not people who like to do things by
halves.. they flew to Rio de Janeiro, to headline a New Year’s
Eve show on Barra de Tijuca beach .....in front of one million
people”
Residentadvisor.com
http://www.youtube.com/watch?v=D5NIlHsF4QI

14. 3..
Peak position achieved by ‘Trance Around
the World’ in the iTunes podcast chart
100..
Number of global FM, Internet and Satellite
stations that broadcast ‘Trance Around the
World’ each week
80,000..
Number of people who listen to the ‘Trance
Around the World’ podcast each week

15. 1
3
5 #
7
9
11 #
9
6 #
(2007)
4
(2008/2009)
13
(2006)
15
17 (>350,000 votes in 2009)
19
21
#
19
23 (2005)
25
27 The Top 100 DJs poll is an indication of a DJ’s
29 popularity in any one given year. It’s really that
31 simple. Don’t forget it is voted for by the public
33 world wide, with 61,529 votes cast this year. It’s
35 the punters who shape this poll each year- not
37
#
39 the staff at DJmag.”
39
Lesley Wright [DJ Mag Editor], Ibiza Voice - 2003
41 (2004)

16. Numbers aren’t everything though..

17. It’s the thoughts..
Q : What does Anjunabeats mean to you?*
*Asked to members of the Anjunabeats community forum

18. “"Anjuna has basically been the soundtrack to my clubbing life. The covers
are iconic, the tracks are meaningful, and the guys running the label are a
good set of lads. They've always had passion for what they do and that
comes through in the music they sign.".”
Damo J, Fan
..and the feelings that really count
Damo J’s Anjunabeats and Anjunadeep vinyl collection..
..every single release.

20. Do you get from here..

21. ..to here?

22. And what’s the best way to measure..
SUCCESS

23. “Anjunabeats is a British record label, started by producers Jono Grant and Paavo
Siljamäki in 2000 which releases trance music. They were soon joined by Tony
McGuiness to form Above & Beyond and have since become one of the world's
largest trance labels. In 2005 Above & Beyond launched the sub-
label Anjunadeep aimed at releases that don't fit under the main label's focus on
trance, allowing more diversity within the Anjunabeats brand”
Wikipedia
(Here’s a clue)

25. BRAND

26. A good brand doesn’t begin with a logo

27. It begins with a promise

28. That you uphold, time and time again

29. You need to be consistent..
..with everything you do

30. 2003 2004 2005
2006 2007 2008
"The world's most consistent trance label"
DJ Magazine

31. “If you are out there, you have fans. You have a champion. Organize
these champions. You probably know who your best customers
are…make those people your superheroes”
Jamison Stafford, Building Buzz for Your Web Project,2006
Fans are essential

32. Create fans

33. (diehard fans)

34. ..fans that will come far and wide

35. Let them feel they’re a part of the brand

36. Create intimacy with the b[r]and
As part of a competition prize from InTheMix.com.au, Above & Beyond played at a secret
house party in Sydney

37. Create aspiration with the brand
Anjunabeats ran a hotly discussed competition on their
community forum where fans could win the
opportunity to DJ at the Ministry of Sound for an
Anjunadeep album launch party.

38. Create ambassadors..
Anjunabeats community forum

39. ..who will work for your brand
Signposting
Driving traffic Crowd Sourcing TATW track
listings
Sharing Information
Discussing/Voting
Creating Buzz
Anjunabeats community forum

41. Don’t get lost in your brand too much..

42. ..never lose focus of what you do best

45. MONEY
?

46. ‘Making music’ often used to mean ‘making money’

47. Lots of money

49. Hello digital..

50. ..goodbye profit

51. Old models don’t work anymore..

52. ..so create relevant revenue streams
“That's the thing about a small label like us where
we're reliant on so many different sorts of income
streams to make the whole thing viable. Any one
of them on their own wouldn't give us a viable
business model..”
Above & Beyond, About.com

53. ..that add value to your brand

55. We’re here.

56. Get connected

57. Use the mobile space..
“The mobile media landscape is primed for
accelerated growth. Smartphone sales are
predicted to lead the way, accounting for
nearly half of worldwide sales by 2013.
Understand what vehicles are most effective
in reaching consumers.”
John Stewart, Chris Quick : Nielsen Wire/Global Mobile –
Strategies for growth, 2009

58. ..and provide relevant content
Above & Beyond iPhone app
News Maps iTunes Flickr Facebook Twitter
Information Media Social Connectivity
Relevant Content

59. Use the social space..

60. ..but use it properly

61. Use video..

62. ..and sound..

63. ..and make it all accessible from one place
“..even with mobile and every other digital
development, the dot.com is more important
than ever.”
Tony Quin, IQ Interactive : Society of Digital Agencies Two
Thousand and Ten Digital Marketing outlook

64. It will take time and lots of effort

65. But worth it.

66. //Web : www.checkingthetable.com
//Email : kitsamho@gmail.com
//Twitter : @kitsamho
Many thanks to Damo J and Beasty for the valuable input 
Cheers
*All images taken from the internet without any consent whatsoever. My bad