2. Introduction
About MOTHXR
MOTHXR is an electro-indie rock
band based out of Brooklyn, New
York. Only being together for one
year this 4-piece has achieved so
much. They have been featured
on MTV UK and performed at the
Deli Mag’s CMJ Showcase in New
York. Currently, they have about
190,000 views on YouTube and
700,000 plays on SoundCloud.
MOTHXR and their track “Easy”
peaked at number 5 on the
Billboard Twitter Emerging Artists
Chart.
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3. Introduction
The “Risk”s MoTHXR has taken
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MOTHXR is currently an unsigned artist. They have mostly toured on the east
coast and in Europe, with a few stops on the west coast. Some of their most
successful tour dates have been in New York, London, Paris, Los Angeles,
and Portland. They usually play to an audience of 200 to 300, which have
been increasing over time.
4. Chapter One: Product & Pricing
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The Product
“Risk”
Out on May 1st
MOTHXR’s 12-track album titled
“Risk” will be released on May 1st,
2015. This album will be released
on multiple platforms including
CD, MP3, and Vinyl. Every vinyl
purchase will be provided with a
free digital download of the album.
“Risk” will feature the 4 singles
that have already been released
which are “Easy”, “Stranger”,
“Victim”, and “Centerfold”. We are
using competition based pricing.
The prices of the products are as
follows:
CD - $11.95
MP3 - $7.99
Vinyl - $18.95
5. Chapter One: Competitors
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-Cathedrals-: $13.95
Cathedrals is one of MOTHXR’s top
competitors because they also have an
electronic indie rock/indie pop sound.
However, the lead singer is a woman and
even though their music is dark and
brooding, it’s a little faster and more
electronic than MOTHXR’s. They also
just released an EP of remixes of their old
songs on February 24th. Since this is just
an EP and not an album and the songs
are all remixes of last year’s EP, fans of
both bands are more likely to buy
MOTHXR’s album when it comes out.
6. Chapter One: Competitors
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-Lolawolf-: $13.95
Lolawolf is another direct competitor of MOTHXR. Their sounds are very comparable but there is
a lot that sets them apart. Both bands have an indie rock feel but also tie in electro beats to their
music. What sets them apart from each other is that Lolawolf definitely relies on, and uses, a lot
more electronic sounds than MOTHXR does. This could be a huge deciding factor on whether the
listener chooses to buy MOTHXR’s album over Lolawolf’s album. If the listener is more into electro
bands it could end up making them choose Lolawolf’s album over MOTHXR’s. The rock element
that MOTHXR brings to the table is a lot more prominent than it is in Lolawolf’s music. Although
sound can sway a listener to buy Lolawolf’s album over MOTHXR’s, depending on what they are
looking for that day and what their preferences are, the price could possibly change that. MOTHXR’s
album is priced competitively. While Lolawolf’s full-length album is almost 14 dollars, MOTHXR’s is
$11.95. If the listener was stuck between the two albums MOTHXR’s price could push them towards
buying theirs instead.
7. Chapter One: Competitors
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-PaperWhite-: $4.95
Paperwhite is a direct competitor of MOTHXR. MOTHXR’s sound and Paperwhite’s sound
are very comparable to one another. Although they are not exactly the same there are many
similarities between the two bands. Paperwhite and MOTHXR both have an electronic indie feel
but where they differentiate is a little deeper. MOTHXR has a darker more eerie feel to their
music then Paperwhite does. Paperwhite is a little more sunshiny and bright. This could be a
deciding factor whether a buyer would choose Paperwhite over MOTHXR. Although they are two
electronic indie rock bands, there are two different sides to that genre. A listener might be more
attracted to lighter, happier sounding music, which would ultimately push them away from
MOTHXR, and to Paperwhite. Another deciding factor is the vocals. Paperwhite has a female
lead singer, while MOTHXR has a male lead singer. If a female voice is more appealing to the
listener, this could be another deciding factor whether or not they choose to buy Paperwhite’s
music over MOTHXR’s.
8. Chapter Two: The Fans
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Our Aficionado Fan: Kya
Kya is a 19-year-old college student attending
an Art School for digital arts and design. Her
main music genre that she listens to is indie-
rock. She comes from a middle class family
and mainly listens to her music through
streaming services such as Spotify. She really
enjoys watching YouTube and Netflix but also
loves to read novels from time to time. She
mostly shops at Urban Outfitters and Forever
21. Kya is an avid user of Tumblr, Twitter,
Instagram, Facebook, and Snapchat. She goes
to many live shows and coffee shops and
spends a majority of her money on concert
tickets and food. Her main interests include
coffee shops, art, music, tattoos, and fashion.
9. Chapter Three: Manufacturing & Distribution
We are mostly targeting Mom and
Pops to sell our product, such as the
Brooklyn record store Other Music.
But we are also targeting a few select
larger retailers to promote and
distribute our product to. We want to
place our album and promote in
Starbucks located in the major east
coast cities including New York,
Boston, Philadelphia, Baltimore,
Charleston, Atlanta, Orlando, and
Miami. We will also be placing the
album in Urban Outfitters in all of
those cities. Focusing in their
hometown of Brooklyn, we want to
place the album and promote in the
venue the Brooklyn Bazaar where
MOTHXR frequently performs and the
tattoo shop Three Kings Tattoo.
Stores & Lifestyle
Accounts we are targeting
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10. Chapter Three: Manufacturing & Distribution
We are looking to sell about 35,000 units within the first 3
months. The CD’s will be packaged with a jacket. We will be
manufacturing the products through Oasis Disc Manufacturing.
We will initially be ordering 200 CDs and be distributing them
to a big distributor. The physical CD’s will cost us $720 to press
and package. We will also be ordering 200 vinyl’s from the
same manufacturing company. This will cost us about
$1,696.99 to press and package.
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11. Chapter Four: The Deal
We chose an Equity Deal for MOTHXR. An Equity Deal
is basically like a 360 deal but instead of the label getting a
commission off of everything you do, you get a big lump
sum of money up front. After they give the agreed upon
amount, the record label will then own your likeness and
will receive all profits from the artist until the contract is up.
We feel like this is the best option for MOTHXR because
they’re a new up and coming band and they need a little
bit of help in all aspects of their career.
What kind of deal fits best with MOTHXR?
12. Chapter Five: Funding & Monetizing
The record store Other Music is based out of Brooklyn. Their genres vary from
indie rock, to experimental jazz, to obscure electronica, and heavy metal. They sell
CDs, vinyls, and they also have downloads available on their website. The atmosphere
in the store is laid-back and hipster. We will suggest to play MOTHXR’s most popular
song “Easy” in the store. We assume that because this is their most popular song, it
will appeal to a larger audience and attract more potential fans. For promotions,
whenever someone buys music in the indie rock genre, a sticker and a single digital
download promoting MOTHXR will be given to that person buying the music. This will
help spread the word of MOTHXR’s music and draw in more potential fans.
Mom & Pop: Other Music
We are planning to promote and distribute the CD in Starbucks located in the major
cities along the east coast mentioned earlier. We will put the CD in the coffee shops on
a point of purchase display. We will also be shooting to have our album played in the
locations to help promote MOTHXR and their new album.
Lifestyle Account: Starbucks
13. Chapter Five: Funding & Monetizing
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We are planning to use Kick
Starter to fund our album. This
is a great way to connect with
the fans and to have them
involved with the band’s career.
We will be offering great
incentives for each level of
contribution. We will be offering
incentives such a show tickets,
free downloads, signed CD’s,
Skype calls, house shows, and
many more. We are looking to
fund $30,000 with our Kick
Starter campaign.
14. Chapter Five: Funding & Monetizing
MOTHXR is very interested in
getting involved with television
commercial licensing.We believe that
the bands sound would fit best with
car commercial’s and other product
commercials. We are going to use our
own resources to get licensing deals.
Because the singer Penn Badgley is
also an actor, he has many
connections inside the industry. We
will be able to get these deals cheaper
if we use our own resources than we
would if we had a publisher. The
company that we are mainly focusing
on is Volkswagen.
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15. Chapter Five: Funding & Monetizing
MOTHXR’s style connects well with Urban
Outfitters, plus our target market has a really strong
connection with them. We will be using Urban
Outfitters for tour support. In return for helping us with
our tour, Urban Outfitters will come on tour with us and
have their own merchandise table inside the venues.
At the Urban Outfitters table, there will be an
assortment of clothing pieces that the fans will be able
to purchase. MOTHXR will not be making commission
off of what Urban Outfitters sell due to them providing
tour support.
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We have created an infomercial for the release of “Risk”. We are placing this
infomercial for the new album on MOTHXR’s YouTube channel and on their
website. We will be hiring a third party customer service to handle the orders. We
think that this will be the best option, even if it will be more expensive than doing it
ourselves, because the band and the team can focus on other things and won’t
have to worry about shipping CD’s.
Infomercial for “Risk”
Tour Support
16. Chapter Five: Funding & Monetizing
We will be featuring a few different bundles on our online merchandise store.
Some of these include a CD and Poster bundle ($14), a CD and concert ticket bundle
($28), CD and T-Shirt bundle ($28). These bundles will be available at all times.
Bundle Deals
We plan to be selling merchandise both on tour and in our online merchandise
store. Some examples of this merchandise will be band T-shirts ($20-$25), Posters
($5-$10), Pins ($5), Stickers ($3), and choker ($7).
Merchandise
If you buy the physical copy of the album the fan will receive a digital download
for an unreleased track. This will give the fans more incentive to buy the physical
copies instead of downloading the album which, in return, will put more money into
the artist’s pocket.
Bonus Content
Each week the band will be hosting a Q&A on Twitter. Some of these Q&A’s will
be filmed and be featured on MOTHXR’s YouTube channel. Out of the questions
that they answer, the band will pick one lucky fan to choose something from the
merchandise store. The band will also be selling a limited number of “Risk”
merchandise bundles. These bundles will include a signed CD, a T-shirt, and a
ticket to the show nearest them. These bundles will cost $70.
CWF + RTB
17. Chapter Six: Online Monetization
There are many online channels of distribution that we have chosen for MOTHXR’s
release. The aggregator we chose to help us distribute our release is Symphonic
Distribution. We’ve chosen them because of their prices, their customer service, and the
partnerships they have with a lot of companies that we would like to distribute to. The first
place we’ve chosen to distribute is on the band’s website. If there’s going to be one place
to distribute, this is the place you must make sure your music is available. It’s also
extremely important to be on as many streaming websites as possible. The ones we’ve
chosen to start out on are Spotify, Pandora, Songza, and Rdio. We’ve chosen these four
platforms in order to get exposure for our artist. MOTHXR can be more easily discovered
when they are present on streaming sites, so it’s one of the most important places to get
them distributed on and Symphonic Distribution can help us with that. We’ve also chosen
stores and retailers like Amazon and iTunes to distribute our release. Amazon and iTunes
are both platforms that can be really great for exposure and for people to discover
MOTHXR. If a customer listens to, or purchases, music similar to MOTHXR’s at one of
these stores, they will have a chance to get discovered in the “people who purchased this
also purchased..” section.
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18. Chapter Six: Online Monetization Digital
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There are a crazy amount of places on the internet
where we can promote MOTHXR’s new release and
we plan on taking advantage of as many as we
possibly can. The big one we are going with is on their
social media platforms. Social media is a free,
effective, and easy way to promote on the web. Being
that it is basically free, this is the best way to promote
for a small band like MOTHXR that doesn’t have a lot
of money to spare on promotional and marketing
tactics. We want to utilize Twitter, Facebook,
Instagram, Tumblr, YouTube, and also
Snapchat. Taking advantage of these social media
platforms will be great promotion for MOTHXR. Having
contest, Q&A’s, and keeping up with fan interaction is
something that we really hope to do to create great
promotion for the release. We also plan to use share
buttons as a means of online promotion. Share buttons
will allow fans to share content, like released singles,
with their family and friends on social media. These
share buttons will bring MOTHXR to the attention of a
lot of people that may never have heard of MOTHXR
otherwise.
19. Chapter Six: Online Monetization
We’ve chosen four digital retailers and four physical retailers to release our
album to. The four physical stores we chose to distribute to are Urban
Outfitters, Starbucks, Other Music, and Music Matters. We chose these four
physical stores because they coincide extremely well with our target market.
Other Music and Music Matters are both two great independent records
stores in Brooklyn, where MOTHXR is from. Having their release in an area
where they have a lot of fans is crucial and that’s why we’ve chosen these
two stores specifically. We also chose to distribute to Urban Outfitters and
Starbucks because these are two big retailers that their target market shops
at. Even people who don’t know about MOTHXR, but are still inside their
target market, will be exposed to their music inside these stores and will give
MOTHXR a greater chance at acquiring new fans. The four digital distributors
we have chosen are AmazonMP3, iTunes. EMusic, and Rhapsody. These are
all in the top five digital retailers. Having MOTHXR in these digital retail
outlets will potentially draw in a larger audience than they would have if they
weren’t on these sites.
20. Chapter Six: Online Monetization
For our two traditional marketing and promotion ideas we’ve decided to go with Radio
and Print. Getting MOTHXR’s latest songs on college radio along the east cost,
especially in NYC, is a great way to gain fans and achieve huge exposure. There isn’t a
much better way for a small band to get exposure than to get your music on the radio,
so we think that this will be extremely beneficial for the band. We also want to get an ad
inside AP Magazine. AP Magazine is the perfect place to promote MOTHXR’s newest
release. A lot of their target market buys and reads this magazine. Having an ad inside
this magazine will draw tons and tons of new people to the band. We also went with to
more untraditional ways to market and promote MOTHXR’s new release. The first idea
we came up with was the bands website hand stamp. Outside shows the band can go
around and talk to people. After making that connection they can then stamp their
website’s URL onto willing potential fans. This is a great way to get people onto their
website where they can listen to music, check out tour dates, join newsletters, and even
buy their music. The second untraditional promotion idea that we will be utilizing is
graffiti art promotion throughout Brooklyn. The graffiti will have the name of the album,
when it comes out, and the artist’s name as well. This is an effective and unique way to
promote the band’s release. Not only does it target an area where a lot of people know
about MOTHXR but it also is available for everyone, even if they aren’t in MOTHXR’s
target market, to see. This is great exposure and promotion for the band and can really
be a great way to help sell more albums.
21. Chapter Six: Online Monetization
This is the opening page to MOTHXR’s website. This features easy navigation to
pages that include tour dates, music, contact information, and our online merchandise
store. The front page also features all of the social media and streaming sites that
MOTHXR is a part of to give their fans every option to connect with them. The theme
is very simple and stays true to MOTHXR’s image.
22. Chapter Seven: Optimization Internet Presence
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Social Media is our main way to stay connected
with fans. We will be posting throughout the day on
FaceBook, Twitter, and SnapChat. We will post at
least once a week on Instagram, Tumblr, and
YouTube. All the social medias will be utilized to
promote the new album, any promotional ideas,
and to keep our fans up to date on all things
MOTHXR. Prior to having our album released, we
will be using KickStarter to fund the album. We will
be using each social media platform to get the word
out about this and to influence fans to contribute for
special prizes. We will continuously be posting
about contests and giveaways to keep our fans
involved and to give them the chance to win
awesome prizes such as merch, free downloads,
and concert tickets.
23. Chapter Seven: Optimization Internet Presence
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We will be using Hootsuite, Facebook Insights, and Next Big Sound
for analytics and use those statistics to find out where we need to
draw in more fans. We will also be using Hootsuite to manage
Mothxr’s Twitter account as well as each band member’s account.
24. Chapter Seven: Optimization Internet Presence
The newsletter that is shown above is Mothxr’s first newsletter. It holds a survey
asking their fans where MOTHXR should tour next. The next newsletter topic will
be about the album art contest. MOTHXR will be holding a twitter contest where
fans can submit their own album cover art and the band will choose their favorite.
This newsletter will explain the rules and how the contest works. The third
newsletter will be about the remix contest. Once the first single is released, fans
will be able to remix it and submit their track through Soundcloud. The band will
choose their favorite and it will be released as a single on MOTHXR’s Spotify and
on iTunes. The last newsletter will be announcing the album. It will include details
about when it comes out, what singles are featured, and a picture of the band.
25. Chapter Eight: The List
In the months before the album drops, the band will be holding contests,
having in-store performances, doing interviews, and posting on social media.
Pre-release Strategy
Pre-release Tactics
January 1st, 2015 - First single drops and remix contest starts
February 1st, 2015 - Album cover contest begins
March 1st, 2015 - Second single drops and they do an in-store acoustic performance in
Brooklyn at Other Music
March 15th, 2015 - Interview with AP Magazine comes out this month
April 1st, 2015 - Radio interview with local NYC radio station
April 25th - April 31st, 2015 - Social media flood up until the night before the release
26. Chapter Eight: The List
release Strategy
release Tactics
The album drops on Friday, May 1st to cater to the audience in the UK where albums
always drop on Fridays. The band will change their headers and cover photos to album art,
post on social media all day, post YouTube videos, and have a Google Hangout at the end
of the day.
May 1st, 2015 - Post video of the band announcing the release and explaining where to
buy the album and watch the music videos
May 1st, 2015 - Keep posting on all social media platforms with links to download
Respond to tweets and comments about buying the album
May 1st, 2015 - Change cover photos to album art and promotional info
May 1st, 2015 - Google Hangout at 8 pm EST to associate with fans and to talk about
the album
May 5th, 2015 - Post Q&A video on YouTube answering questions from Twitter and
Tumblr
27. Chapter Eight: The List
Post-release Strategy
Post-release Tactics
After the release, MOTHXR will announce their tour, release a video announcing
their SPG, announce winners, and post a YouTube video announcing the winners of
free concert tickets.
May 8th, 2015 - Announce “Ur Mom’s” Tour
May 8th, 2015 - Video announcing SPG - Fans tweet pictures proving that they bought the album
along with their location and they will be automatically entered to win two free tickets to the show of
their choice.
May 9th, 2015 - Begin posting themed photos of moms telling fans to download the album (similar to
Taylor Swift’s cat theme)
May 20th, 2015 - Announce remix contest winners
June 1st, 2015 - Post YouTube video to announce winners of the concert tickets
28. Chapter Nine: Future Opportunities
Because MOTHXR is sponsored
by Urban Outfitters, we plan to
release a small clothing line there.
Other than their band
merchandise, the clothing line will
include a few different shirts, a
beanie, a cardigan, a sweater,
and a sweatshirt that relate to
MOTHXR’s style. We plan to sell
these in stores in major US cities
and in the UK. Since they have a
large following in the UK, we are
confident their clothing line will
sell well both overseas and here
in the US.
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29. Chapter Ten: Projections & Profit
As of right now, MOTHXR has not been played on the radio, but by next year we
project they will have 500+ spins. We will be looking to get MOTHXR’s music on
mostly college radios and a few select rock and indie rock stations. We are unable
to get the number of sales of singles at this time, but MOTHXR has yet to release
an album, therefor there have been no album sales. We expect that “Risk” will sell
35,000 units within 3 months and 50,000 units within the first year. As of now, the
band has about 5,000 followers on both Twitter and Facebook and about 12,000
followers on Instagram. By next year the amount of followers will at least triple on
all social media sites. We recently created a newsletter, and by next year we hope
there are 10,000 fans subscribed. Right now, MOTHXR sells about 250 tickets per
show and by next year we expect them to be playing to 800-900 people.
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30. Chapter Ten: Projections & Profit
The key components of the plan that will
elevate the artist to the next level are touring,
social media promotion, the album cover
contest, and the remix contest. Because we
announce our tour so soon after the album
release, fans will be excited and want to buy
tickets right away. Fans, especially the young
fans in MOTHXR’s target market, want to
connect with the artist and feel like they
know them. For this reason, the band will be
sure to use social media often and in
different and unique ways. Some of these
ways are having the album art and remix
contests, Google Hangouts, and vlogging.
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31. Chapter Ten: Projections & Profit
Profit & Loss Statement
MOTHXR is not a signed artist so they won’t
be using the help from a label. Due to the deal
we have with Symphonic Distribution they are
taking 10% of our sales. Between our physical
sales, our digital sales, our single sales, our
bundles, streaming, and merchandise the
projected total revenue earned before costs
are taken out is estimated to be $657,455.
Symphonic is taking 10% out of physical and
digital sales, including the bundles, which they
are projected to take a total of $54,208.25. It
cost us $10,000 to record and produce our
album at The Cutting Room studio.
Between manufacturing costs, our annual web hosting costs,
and marketing and promotion costs we are projected to spend
about $19,797.50. After subtracting the costs from the projected
revenue, MOTHXR is projected to make about $573,449.25 in
total. We have confidence in MOTHXR that these projected
goals will be met.
32. Chapter Ten: Projections & Profit
Connecting with fans is the best ingredient to be successful. MOTHXR will have to stay
active on all social media sites and keep in contact with their fans. Keeping a constant
flow of information on social medias will keep the fans intrigued and give them a reason to
stay connected. Having a street team will be a huge benefit to the artist. It will help the
artist reach more people and they will use the strong promotion tactic of word of mouth.
Our tour will be starting in June and ending by September. MOTHXR will be doing a
national and international tour. We will be able to reach thousands of fans and connect
with them on a more personal level, in person. MOTHXR should be able to gain more fans
if they keep active on all of their social media sites and are successful with their tour.
33. Chapter Ten: Projections & Profit
We want to emulate Taylor Swift’s business model to engage our fans. Taylor Swift
is one of the best artists when it comes to her engaging, interacting, and making
her fans feel like she actually knows who they are. She has been known to
randomly select fans to send packages to, just because she loves them and wants
them to know that. She also had a pre-album listening party with just a few fans
that she hand selected. They went to this listening party at her apartment in NYC,
where they ate cookies, played with her cats, and got to hang around with Taylor
all night. We want to engage our fans on a personal level, just like Taylor Swift is
doing. Making our fans feel like they are important to us is key to driving our
business model. Doing these personal get-togethers with fans will create great
buzz for MOTHXR and a dedicated fan base. Fans will feel closer with the band
and closer with each other.
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34. References
Pricing. (2015). Oasis Disc Manufacturing. Retrieved on February
26, 2015 from https://www.oasiscd.com/quoter/default.aspx.
Home. (2015). Symphonic Distribution. Retrieved on February
26, 2015 from http://symphonicdistribution.com/join/.
Home. (2015). Other Music. Retrieved on February
26, 2015 from http://www.othermusic.com.
Karlin, L. (2014). Taylor swift holds private party for fans, makes
so many literal dreams come true. Huffington Post. Retrieved on
February 28, 2015 from http://www.huffingtonpost.com/
2014/09/24/taylor-swift-party-for-fans_n_5874790.html
