Innovative Connection Points between artists & fans - Case Studies

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By Denzyl Feigelson, Consultant, advisor to brands such as iTunes & Coca-Cola and Founder & CEO, AWAL (UK)
Learn from innovative artists’ & labels’ success stories unique ways of reaching fans & creating multiple revenue streams.

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Innovative Connection Points between artists & fans - Case Studies

  1. 1. Sunday, 18 January 2009
  2. 2. Innovative Connection Points Between Artists & Fans Denzyl Feigelson CEO & Founder, AWAL Sunday, 18 January 2009
  3. 3. Sunday, 18 January 2009
  4. 4. Overview back contents Sunday, 18 January 2009
  5. 5. AWAL Growth 2004 monthly revenue 2008 back contents Sunday, 18 January 2009
  6. 6. Pre-Deal Signed 1999 Record Label Development Sunday, 18 January 2009
  7. 7. Pre-Deal Signed 1999 Record Label Development Sign Write Album Album Album to songs Demo 1 2 3 label Video songs Sunday, 18 January 2009
  8. 8. Pre-Deal Signed 2004 Development License Distribution Artistic Marketing Development Sunday, 18 January 2009
  9. 9. Pre-Deal Signed 2004 Development License Distribution Artistic Marketing Development Write Album Album songs 1 Sign 2 to label Sunday, 18 January 2009
  10. 10. Pre-Deal Signed 2009 License Distribution Marketing Artistic & Business Development Web Development Sunday, 18 January 2009
  11. 11. Pre-Deal Signed 2009 License Distribution Marketing Artistic & Business Development Write Album myspace youtube Sync Sign Album songs 1 iTunes to 2 Video label Web Development Sunday, 18 January 2009
  12. 12. How we have progressed...... circa 1985: the telex machine (teleprinter) replaced by the fax machine April 1973 Rudy Krolopp holds Motorola’s first commercial cell phone, the $3,995 Dynatac 8000X, in 1984. Sunday, 18 January 2009
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  17. 17. Artist sites Advertising eCRM Social networking User generated content Digital press / blogs Online radio IPTV / video on demand Brand / content partnerships Mobile marketing Viral marketing Sunday, 18 January 2009
  18. 18. • Overarching theme - every device is connected • Compelling sites, killer apps & software • Future success for artists & brands - SERVICES • Live & interactive • iLearning Sunday, 18 January 2009
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  21. 21. • Knowledge & fearless learning experiences • Artist/Fan relationships endure “The Long Term” • Artists get all they need from their “Tribe” • Awareness of relevant viral & affiliate programs • Authenticity=prolific•fearless•creativity=TRUST Sunday, 18 January 2009
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  27. 27. • The OBAMA Web Campaign • “Millions of pennies” • Stay in touch - webisodes, mass video • Brands need large & engaged audiences • Every cell phone is a broadcaster (Kyte, Flixwagon, Mogulus) Sunday, 18 January 2009
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  29. 29. Case Study: Vampire Weekend Sunday, 18 January 2009
  30. 30. Syllabus Network Student Music Strategy and Marketing Access to over 2.5 million, 16-24 Year Olds Represented in over 85 UK Universities Live Events, Bookings, Balls and Festivals PR and Media Online Promotion and Campus Mail-outs Street Teams and Fan Base Reps Music Delivery via Innovative Mediums back more contents Sunday, 18 January 2009
  31. 31. SYLLABUS STUDENT MUSIC AGENCY LOCATIONS The Syllabus Network operates across
85+
 university
loca2ons in the UK alone. Listed  below are examples of the major groups within  the network: ‐ 140 VENUES AND PROMOTERS ‐ 250 MEDIA OUTLETS ‐ 70 STREET TEAMS ‐ 165 MUSIC SOCIETIES ‐ 74 DEPARTMENTS  ‐ 500 A & R SCOUTS back Creative Student Music Strategy next Sunday, 18 January 2009
  32. 32. SYLLABUS STUDENT MUSIC AGENCY WHY? The student community is one of the fastest growing, most influenVal  demographics in the world. 1/3 of all 18‐24 year olds in the UK is a student and by  2011 it is set to be 50%.  Largely unaffected by wider economical issues, students have expendable  incomes and contribute a large majority of their money towards entertainment.  Find out more about the student market and get in touch with Syllabus.  back Creative Student Music Strategy contents Sunday, 18 January 2009
  33. 33. Cost Effective Campaign Strategy Sunday, 18 January 2009
  34. 34. Campaign timeline 2006 MAY 8th Thom to mention album on blog for first time. MAY 15th Interview in NME with full album details. Microsite www.theeraser.net web site goes live into Phase 1 MAY -JUNE Phase 1 - ever evolving artwork movies + soundbeds and mailing list sign up - No other info Phase 2 - Thom’s Eraser PDF drawers Phase 3 - Emergency Broadcast Phase 4 - Have you seen this man? JULY 10th The Eraser album release, plus iTunes exclusive with digital booklet JULY Phase 5 - A moblip on the landscape AUG 21st Harrowdown Hill single release Sunday, 18 January 2009
  35. 35. Phase 1 - evolving artwork movies + soundbeds Sunday, 18 January 2009
  36. 36. To date 94,000 subscribers to theeraser.net mailing list Phase 1 - mailing list sign up Sunday, 18 January 2009
  37. 37. Phase 2 Sunday, 18 January 2009
  38. 38. Phase 2 - release basic information Sunday, 18 January 2009
  39. 39. Phase 2 - Thom’s Eraser PDF drawers Sunday, 18 January 2009
  40. 40. Phase 3 - Emergency Broadcast system and videocast Sunday, 18 January 2009
  41. 41. Phase 3 - Use mail-out to spark awareness of the Emergency Broadcast system Sunday, 18 January 2009
  42. 42. Phase 3 - Emergency Broadcast system - releasing TV adverts Sunday, 18 January 2009
  43. 43. Phase 3 - Releasing EPK in 3 parts across channels over 2 weeks Sunday, 18 January 2009
  44. 44. 14,000 subscribers to the video podcast Phase 3 - videocast Sunday, 18 January 2009
  45. 45. Phase 4 - Have you seen this man? Sunday, 18 January 2009
  46. 46. Have you seen this man? www.have-you-seen-this-man.co.uk Phase 4 - Have you seen this man? Sunday, 18 January 2009
  47. 47. Phase 4 - Use mail-out to spark awareness ‘Have you seen this man?’ Sunday, 18 January 2009
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  49. 49. Album released, including the release of an exclusive digital booklet with iTunes Sunday, 18 January 2009
  50. 50. Week of release in iTunes US, FRANCE, UK, AUSTRALIA, GERMANY AND CANADA Sunday, 18 January 2009
  51. 51. A moblip on the landscape Recipients of the text message are asked to submit their location. In return they receive: A marker [ ] on the map at xlrecordings.com/moblip. and an exclusive Realtone from the new album. Sunday, 18 January 2009
  52. 52. Moblip global spread Sunday, 18 January 2009
  53. 53. www.theeraser.net Total Sessions 336,468 Total Pageviews 2,044,851 Total Hits 2,692,795 Total Bytes Transferred 141.85 GB   Average Sessions Per Day 2,713.45   Average Hits Per Day 21,716 1st May to the 1st Sept 2006 Sunday, 18 January 2009
  54. 54. Other Artists Worth Mentioning • Ari Hest - a project called 1. Ari Hest “52”. Started in January 08, and ended in Dec 08. Each week, Hest writes, records & releases a new song on arihest.com. Visitors can buy a subscription or purchase individual MP3’s. At the end of the 52 weeks, visitors can vote for their favorite songs, Ari’s next album will be a compilation of the winners. • Result - 3 levels of differently priced memberships. Over 2,000 sold. Ari grossed more in 2008 than all the years spent on a major Sunday, 18 January 2009
  55. 55. Case Study: Jill Sobule Sunday, 18 January 2009
  56. 56. Case Study: Jill Sobule Sunday, 18 January 2009
  57. 57. can launch from any web source: handle any products digital or physical - images, text or ads scalable skinnable can appear on any screen can be embedded into web works in any language provide instant messaging location based functionality email, RSS feeds entire system can go viral products purchased are distributed digitally & physically b Sunday, 18 January 2009
  58. 58. Innovative Connection Points Between Artists & Fans Denzyl Feigelson CEO & Founder, AWAL Sunday, 18 January 2009

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