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Rock Your Net - Music Marketing Seminar

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"Rock Your Net" is a music marketing seminar presented by Charles Alexander of Outside The Box Music.

"Rock Your Net" is a music marketing seminar presented by Charles Alexander of Outside The Box Music.


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  • 1. Rock Your Net Charles
Alexander
www.outsidetheboxmusic.com
  • 2. Rock Your Net Alex
Cur.s
 Creators
Freedom
Project
www.outsidetheboxmusic.com
  • 3. Rock Your Net Paul
Schatzkin
 Cohesion
Arts
www.outsidetheboxmusic.com
  • 4. Rock Your Net Doak
Turner
 Nashville
Muse

www.outsidetheboxmusic.com
  • 5. Rock Your Net Wayne
Leeloy
 Ar.st
Services
Manager
 TopSpin
Media
www.outsidetheboxmusic.com
  • 6. Rock Your Net Rachel
Barnhard
 Alex
Cur.s
 Pinky
Gonzales
 David
Hooper
–
Music
Business
Radio
 Lydia
Hutchinson
–
Performing
Songwriter
 Ariel
HyaK
–
Cyber
PR
 Mark
Krejci
 Wayne
Leeloy
‐
Topspin
 Michael
LoveK
 Mark
Montgomery
 Kate
O’Neill
 Paul
Schatzkin
 Deanna
Walker
www.outsidetheboxmusic.com Acknowledgements

  • 7. Rock Your Net A
Singer‐Songwriter
Meets
A
Suit
 Brooke
Lundy’s
YouTube
Channel
www.outsidetheboxmusic.com
  • 8. Rock Your Net•  Get
signed
to
major
label
for
$1
million
dollars
•  Actually
the
way
things
are
going,
make
it
$2
million
•  You
have
an
amazing
team
behind
you
and
all
you
have
to
do
 is
just
show
up.
They’ll
do
everything
else.
•  A
rich
rela.ve
died
and
leV
you
a
big
pot
of
money.
•  T‐Bone
BurneK
endorses
and
champions
you.
Also
told
you
to
 stay
off
the
Internet.
Anyone
remember
this?
•  You
can
afford
and
s.ll
pay
for
major/primary
market
radio
 airplay.
 www.outsidetheboxmusic.com
  • 9. Rock Your Net So
Good
Luck
With
That
 Now
For
The
Rest
of
Us…
www.outsidetheboxmusic.com
  • 10. Rock Your Net Philosophy
Some
Central
Thoughts
&
Observa.ons
 www.outsidetheboxmusic.com
  • 11. Rock Your Net No
one
is
coming
to
save
you.

 How
does
that
make
you
feel?
 
 
‐
Derek
Sivers,
founder
of
CDBaby
www.outsidetheboxmusic.com
  • 12. Rock Your NetWhat
Do
You
Want
To
Teach
(
Your
Audience)?
 ‐
Bela
Fleck
 www.outsidetheboxmusic.com
  • 13. Rock Your Net Source:
Ars
Technica
www.outsidetheboxmusic.com
  • 14. Rock Your Net Have
A
Plan
www.outsidetheboxmusic.com
  • 15. Rock Your Net The
Plan
 All
I
Need
Is
To
Produce
A
Recording
 All
I
Need
Is
A
Web
Site
 All
I
Need
Is
A
Web
Site

On
MySpace
All
I
Need
Is
My
YouTube
Video
To
Go
Viral
 www.outsidetheboxmusic.com
  • 16. Rock Your Net Have
A
Real
Plan
www.outsidetheboxmusic.com
  • 17. Rock Your NetCentral
Philosophy
Behind
The
Plan
 1000
True
Fans

 The
Long
Tail
 www.outsidetheboxmusic.com
  • 18. Rock Your NetCentral
Philosophy
Behind
The
Plan
 What
Is
A
True
Fan?

A
True
Fan
is
defined
as
someone
who
will
purchase
anything
and
everything
you
produce.
They
will
drive
200
miles
to
see
you
sing.
They
will
buy
the
super
deluxe
re‐issued
hi‐res
box
set
of
your
stuff
even
though
they
have
the
low‐res
version.
They
have
a
Google
Alert
set
for
your
name.
They
bookmark
the
eBay
page
where
your
out‐of‐print
ediIons
show
up…They
have
you
sign
their
copies.
They
buy
the
t‐shirt,and
the
mug,
and
the
hat.
They
cant
wait
Ill
you
issue
your
next
work.
(They
also
can’t
wait
to
hear
from
you)
 Source:
Kevin
Kelly,
The
Technium
Blog
 www.outsidetheboxmusic.com
  • 19. Rock Your NetWhat
Is
“The
Long
Tail”?

 Term
coined
by
Chris
Anderson
while
he
was
at
WIRED
 Source:
Kevin
Kelly,
The
Technium
Blog
 www.outsidetheboxmusic.com
  • 20. Rock Your NetWhat
Is
“The
Long
Tail”?

 You
need
to
connect
with
your
True
Fans
 True
fan
spends
a
day’s
wage
–
let’s
say
$50‐$100/yr
 They
come
to
your
concerts,
buy
limited
edi.ons
 You
want
to
retain
their
support
 You
also
benefit
from
their
direct
feedback
and
love
 Technology
makes
connec.ng
easy
 Web
Sites,
Blogs,
Facebook,
TwiKer,
Youtube
 www.outsidetheboxmusic.com Par.ally
Sourced:
Kevin
Kelly,
The
Technium
Blog

  • 21. Rock Your Net Direct
To
Fan
(DTF)
 What
is
it?
 One
definiIon:
Direct‐to‐fan
marke.ng
(D2F)
is
the
prac.ce
of
connec.ng
an
ar.st
directly
with
their
fans
to:




*
Keep
them
aware
of
relevant
news
items.




*
Engage
them
with
content
&
experiences
they
find
interes.ng.




*
Create
permission
marke.ng
rela.onships.




*
Sell
goods.
 Source:
Topspin
Media
 www.outsidetheboxmusic.com
  • 22. Rock Your Net Charles Alexander’s Immigrant Album Release DTF Campaign A Song About All of Us Remix Competition “Twisted” Blog for Biology related Musician Scientist Blog Target: 2000-2500 fans on email list Fan Acquisition Video EPK. 1500 FB Fans Advance Copy/Press Release/Blog/Media Apr 1st FB ads Tin Pan South 2011* Django FB ads CD Release Party Dec 12 * Feb 1st Exclusive (Video Release?) Phase IIFree Christmas Song Fearless EP Dinner Post Release (Free?) CD Release Release Fearless Video CD Release Live and Video May10th 2011 /Ustream Events YouTube cover of w Free Fearless EP Pre Release “Witness” Django “Stand By Me” electro Merch Packages Pandora to Mailing List via Redemption Paul v Charles Phase I a cappella version Code to reward loyalty Smackdown YouTube Cross promote on YouTube/Vimeo/Web Site cover of similar likeminded Elvis Presley’s “All Shook Up” artists FB ads * Single - For an Email * Entire EP - for FB Like and Share 2nd Video - Immigrant? Release songs My America Project in development Family/Parenting/Mommy/Daddy Blogs Mar 1st Magazines T shirt and free My America Download Release videos Local Press/Media Releases for $15.(with Rachel’s Music & Lydia’s Book) Blog on issues digital media education workshop for musicians /causes www.outsidetheboxmusic.com
  • 23. Rock Your Net Have
A
Plan
www.outsidetheboxmusic.com
  • 24. Rock Your Net Build
An
Online
Infrastructure
 FaceBook
 Amazon
MySpace
(maybe?)
 Web
Site
 iTunes
 YouTube
 Email

 Direct
To
 Pandora
 FAN
 Music
Marke.ng
Plajorm
 www.outsidetheboxmusic.com
  • 25. Rock Your NetYou
Can
Also
Market
Direct
To
Publishers,
A&R,
Hit
Songwriters
&
Peers
 www.outsidetheboxmusic.com
  • 26. Rock Your Net Direct
To
Fan
(DTF)
 What
is
it?
 I
think
it’s
a
bit
more
than
that
www.outsidetheboxmusic.com
  • 27. Rock Your Net Build
Awareness
 Create
Value
 Acquire
Fans
 Build
Community
 Market
DTF/Mone.ze
You
Can
Also
Market
Direct
To
Publishers,
A&R,
Hit
Songwriters
&
Peers
 www.outsidetheboxmusic.com
  • 28. Rock Your Net Build
Awareness
Give
Stuff
Away

 Build
A
Rela.onship
Use
Media
To
Build
Awareness
 Be

A
Purple
Cow
 www.outsidetheboxmusic.com
  • 29. hKp://virtualmusic.tv/2011/02/2010‐music‐website‐heat‐map/

  • 30. Rock Your NetJulia
Nunes’
“Build
Me
Up
BuKercup”
Video
 Julia
Nunes
on
YouTube
 This
video:
2,094,000+
views
 Cumula.ve:
Upwards
42M
views
 www.outsidetheboxmusic.com More
than
187,000
subscribers

  • 31. Rock Your Net Julia
Nunes
on
YouTube
 This
video:
2,394,256+
views
 Total
Upload
Views:
Upwards
46M+
www.outsidetheboxmusic.com More
than
187,000
subscribers

  • 32. Rock Your Net Have
you
heard
of
her?
 YouTube
videos
in
her
dorm
~
6
years
ago
 Had
no
management
un.l
~4
years
ago.
Did
not
gig
out
of
her
college
campus
un.l
she
got
management
 Around
3
years
ago,
Played
Bonnaroo
2‐3
years
in
a
row
 Opens
for
Ben
Folds
 Got
On
KickStarter
to
Raise
$15000
to
record
new
CD

 www.outsidetheboxmusic.com
  • 33. Rock Your Net Have
you
heard
of
her?
So
how
much
did
Julia
Nunes
raise?
 $77000
Plus
 Featured
on
CNN
&
NPR
 In
2010,
average
major
label
record:
$200,000
 Average
new
act:
$100,000
 Typical
large

indie
project:
$40‐50K

 www.outsidetheboxmusic.com
  • 34. Rock Your Net Incidentally…
 Cover
songs
are
gateway
drugs
 for
people
to
discover
your
music
A
well
done
unique
version
of
a
cover
song
on

 YouTube
or
iTunes

 can
be
an
important
promo.onal
asset
 www.outsidetheboxmusic.com
  • 35. Rock Your Net Crea.ng
Value
 Big
Topic
–
A
Workshop
All
By
Itself
 Sounds
Simple
 Hard
To
Do
www.outsidetheboxmusic.com
  • 36. Rock Your Net Crea.ng
Value
Your
Brand
Instantly
Recognizable
(A
Hit?)

 U2
 Apple
 Harlan
Howard
 I
Hope
You
Dance
 www.outsidetheboxmusic.com
  • 37. Rock Your Net Acquiring
Fans
 Crea.ng
Value/Giving
It
Away
Engaging
Exis.ng/Poten.al
Fans
This
is
hard
work!
But
if
you
do
it
right
It’s
a
lot
of
fun
and
very
rewarding.
 www.outsidetheboxmusic.com
  • 38. Rock Your Net The
Civil
Wars
 Gave
away
their
music
for
free
to
create
demand
 Music
in
TV’s
"Grey’s
Anatomy"
 Video
on
YouTube
("Poison
and
Wine")
 Jay
Leno
 Barton
Hollow
most
 downloaded
album
on
iTunes

 and
#1
on
the

 Billboard
Digital
Albums

 Chart
when
released.
 Taylor
SwiY

 is
a
SuperFan
 Opened
for
Adele
 No
CHR
radio
 No
#1
hit
song
www.outsidetheboxmusic.com Totally
Indie

  • 39. Jen
Foster
 Rock Your Net TV/Film
 placements
 Theme
to

 Web
based

 Soap
opera:
 “Venice
The
Series”
 Tours/House
Concerts
 Fan
Engagement
 Music/Merch
 No
#1
Hit
 …Yet
 Sustainable
Career
 Totally
Indie
 NSAI
Board
Member
www.outsidetheboxmusic.com
  • 40. Rock Your NetGavin
Mikhail
>
2
Million
YouTube
Hits
Doesn’t
Tour
Sells
Music
&
Merch
Online
Sustainable
Full
Time
Career
Lives
Just
Outside
of
Nashville
 www.outsidetheboxmusic.com
  • 41. Rock Your Net Building
Community
 It’s
Not
All
About
You
www.outsidetheboxmusic.com
  • 42. Rock Your Net Community
The
Most
Important
Component
 Nashville
does
this
well
 www.outsidetheboxmusic.com
  • 43. Rock Your Netwww.outsidetheboxmusic.com
  • 44. Rock Your Netwww.outsidetheboxmusic.com
  • 45. Rock Your Net City
of
Dreams
Music
Videos
Ini.al
Home
Grown
Version:
www.youtube.com/watch?v=fvpG4lTSVmA
Full
Produc.on
Version:
www.youtube.com/watch?v=gjoDpmNYaas
 www.outsidetheboxmusic.com
  • 46. Rock Your NetWhat
Do
You
Want
To
Teach
(
Your
Audience)?
 ‐
Bela
Fleck
 What
Can
YOU
learn
from
your
audience?
 www.outsidetheboxmusic.com
  • 47. Rock Your Net Some
Myths
 This
is
easy
You’ll
end
up
with
thousands
of
fans
automagically
 All
those
fans
are
going
to
pay
you
for
music.
 If
you
don’t
know
how
to
do
this,
you’re
stupid!
 www.outsidetheboxmusic.com
  • 48. Rock Your NetIt’s
intui.ve
–
when
you
know
what
to
do!
 ‐
Paul
Schatzkin
 www.outsidetheboxmusic.com
  • 49. Rock Your Net ABANDON
 Any
illusion
of
control
The
only
form
of
valida.on
is
when
folks
buy
my
music
 www.outsidetheboxmusic.com
  • 50. Rock Your Net EMBRACE
 What
You
Can
Do
For
Your
Community
Crea.ve
Ways
For
Your
Community
To
Support
You
 Win‐Win
 www.outsidetheboxmusic.com
  • 51. Rock Your Net Own
Your
People
 Be
Sincere
 Be
Honest
 Be
Transparent
www.outsidetheboxmusic.com
  • 52. Rock Your Netwww.outsidetheboxmusic.com
  • 53. Rock Your Net The
Plan
 Sewng
Goals
www.outsidetheboxmusic.com
  • 54. Rock Your Net Download
 hKp://hitson.gs/rynplan
www.outsidetheboxmusic.com
  • 55. Rock Your Net A
Tony
Robbins
Moment
www.outsidetheboxmusic.com
  • 56. Rock Your Net Some
Plans
&
Campaigns
hKp://www.topspinmedia.com/grant‐entrant‐.gers‐that‐talked
hKp://www.topspinmedia.com/grant‐entrant‐sonoio
www.outsidetheboxmusic.com
  • 57. Rock Your Net Goal
Sheets
 Reach
Sheets
 Timeline
Sheets
www.outsidetheboxmusic.com
  • 58. Reach SheetName: Rick Patin Rock Your NetMailing list Fans: - ! ! Reach
Sheets
 ! ! Not yetHow often do you email your fans? ! rarelyFacebook Fan Page? Yes ! ! ! (rick patin music)Facebook Profile Page: ! ! ! rick patinYouTube Channel/Hits: ! ! ! Very FewYouTube Subscribes: ! ! ! ! Very FewWebsite: ! ! ! ! ! ! www.rickpatin.comAccess to your Website:! ! ! YesAccess to Design your Website:! ! YesAverage # of Unique Hits On your website/month: Don"t KnowDo you log on to your website to engage? noHow Often:Lastwww.outsidetheboxmusic.com Last week time you tried to use your website:!Do you sell Direct to Fan from your website? - NO
  • 59. Planning SheetName:Describe What You Do in 30 seconds (less than 100 words):Career Goals:1)2)3)What Do You Want To Teach Your Audience?:Narrative/Story/What Are You About?: (Not Your Bio)The Most Important Thing To Me Musically Is:The Thing I Want To Accomplish Next Is:
  • 60. Goals: Planning Your Timeline Major Goal: Secondary Goals: Start End Date DateSuggested Period: 1 year/ 6 mos www.rockyournet.com
  • 61. Goals: Planning Your Timeline Major Goal: Secondary Goals: Start End Date DateSuggested Period: 1 year/ 6 mos www.rockyournet.com

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