2. Introduction
Abby Mazza is a 21 year old singer songwriter who grew up in a small town in
Georgia and moved to Orlando, Florida in 2014 to pursue her goals of becoming a
performer. She has loved music since the age of 7 and always knew she wanted to
perform. She has a light, ethereal voice and captures audiences with her enchanting
songs.
Abby’s fans are centralized to the Georgia and Florida areas. She has 139 Facebook fans
and 107 Twitter followers. She has experience playing small (<50) audiences,
performing in chorus, and playing local non-professional shows. Her manager is
Jacqueline Howell and can be reached at jacqhowell22@gmail.com.
3. Table of Contents
Chapter 1: The Product & Pricing
Product
Competition
Chapter 2: The Fans
Ideal Fan
Lifestyle
Chapter 3: Manufacturing & Distribution
Distribution Outlets
Chapter 4: The Deal
Work For Hire
Chapter 5: Financials
Funding
Monetization & Revenue Streams
Chapter 6: Online Monetization
Channels of Distribution
Chapter 7: Social Media Campaign
Social Media
Chapter 8: The Email List
Newsletters
Chapter 9: Publicity
Media Contact Sheet
Chapter 10: The Release Strategy
Pre-Release
Release
Post-Release
Chapter 11: Projections & Profits
Funding
Monetization & Revenue Streams
Chapter 12: Future Opportunities
Expansion
6. Product & Price
The product to be released is Abby Mazza’s upcoming single,
“Growing Small”. This digital-only release will be available
April 1st, 2016, and an EP will succeed it in the following
months. It will be sold on iTunes for $0.99 and streamed on
Spotify. It will not be released physically because the market for
people buying physical singles has rapidly declined.
7. Competition
Three artists who are direct competitors of Abby Mazza include
None of these artists have any physical sales. They are all local to Florida and have a similar style of
music. Compared to their pricing methods, Abby Mazza’s single will be priced at $0.99 through iTunes.
The single is based on competition based pricing due to the fact that Abby is a beginning artist in need of
getting her name out into the market.
Gabrielle McCaghren, Stephanie Berlanga, & Erin Rianna
Gabrielle McCaghren has two songs available on ReverbNation for free.
Stephanie Berlanga has music available to stream on Spotify, five songs on
ReverbNation, and a five song EP for sale on iTunes for $4.95.
Erin Rianna has over 20 songs available on ReverbNation.
9. Ideal Fan
Abby’s #1 fan is a 20 year old female named Lily. She is currently a sophomore at Rollins
College, and is earning a degree in Journalism. As a Journalism major, she enjoys keeping up
to date with current news and reading nonfiction works. Along with reading, she loves to write.
She spends most of her free time at local farmer’s markets, coffee shops, libraries, and parks.
She does a lot of her shopping at Free People, and the last purchase she made was a pair of
leggings from Lululemon. Her preferred genres of music include a combination of indie,
acoustic, and pop. She likes to collect vinyl and prefers its sound quality, but still streams most
of her music on Spotify. She’s active on Facebook, Instagram, Pinterest, and Flickr. She comes
from an upper class family, but has a part time job at a local coffee shop to keep herself
grounded. Independence is very important to her, so she chooses not to heavily rely on her
parents financially. Feminism is another important value that is held dear to her heart.
http://www.polyvore.com/cgi/img-thing?.out=jpg&size=l&tid=67622021
10. Lifestyle
The lifestyle market of Abby’s fans consist of mainly locally based shops that sell
coffee, tea, organic foods, used clothing, and books. They tend to stray away from big
corporations like Starbucks, and prefer taking their business to places like Austin’s
Coffee Winter Park, Pom Pom’s Tea & Sandwicheria, Sleeping Moon Cafe, and
Drunken Monkey Coffee Bar. Some online lifestyle accounts that her fan’s are
interested in include Etsy, Free People, Forever 21, Teavana, and Passion Planners.
They are subscribers of Rookie Magazine, Hello Giggles, Our Shared Shelf, Elle, and
the Free People blog.
rookiemag.com / elle.com / hellogiggles.com
12. Distribution Outlets
Online outlets will be our main means of distribution. We will use
the comparable method and look at our artist’s competitors sales to
determine our sales projections. We will also be manufacturing
digital download cards to give out at local shows through Uprinting.
com. 2,500 will be produced for a cost of $38.81.
Abby Mazza
“Growing
Small”
free digital
download
14. Work
for
Hire
It is very important to the artist that she keeps ownership
of the master. The release is only a single digital download, so
there is no need for manufacturing. Also, this will be cost
effective since the producer only needs to be paid for one song.
16. Funding
In order to fund this project, we will use
Indiegogo as our primary source of funding.
We will also utilize Facebook, Instagram,
Twitter, and Periscope to market and draw
attention to our crowdfunding campaign. In
addition to crowdfunding, we will also have
Abby involved in a brand partnership deal
with Heart Song Naturals, a local organic
soap company in Orlando, FL.
beautifulyouatl.com
17. Monetization
& Revenue
Streams
The revenue streams include the
crowdfunding campaign on Indiegogo,
YouTube views, iTunes downloads, and
Spotify and Pandora streams.
Projected units sold through each channel:
Indiegogo - 5,000 units
Youtube - 10,000 views
iTunes - 1,000 downloads
Spotify - 10,000 streams
Pandora - 10,000 streams
18. Ancillary Products
We are going to have a bundle deal that includes the digital download or
digital download card of the single and a t-shirt. Since Abby is extremely
new to the music scene and we have only planned to release a single at this
time, the only ancillary products are going to be t-shirts.
deviantart.com
19. Licencing
We are targeting movies and television for
potential licensing opportunities. We are
approaching these targets through
They license music to TV shows such as
The Carrie Diaries and Grey’s Anatomy,
and movies such as the Twilight series and
The Perks of Being a Wallflower, which
perfectly fit Abby’s style of music.
chopshoprecords.com
20. Brand Deals
We plan on partnering with a local soap company here in Orlando called
Heart Song Naturals. They are an organic soap company that distributes
their products at the Audubon Community Market. This would be a great
place to promote and sell Abby’s music. This would be a good start in
getting Abby’s name out there locally as an upcoming artist.
orlandoservefoundati
on.org
21. Infomercial
Our infomercial will feature clips of Abby in the recording studio. It will be
slow, dream-like, and enjoyable, which is what we want her music to be
portrayed as. It will also feature bonus clips of her upcoming music video to
get fans excited for its release. The infomercial will be placed on Abby’s
YouTube channel and website. At the moment, we should be able to handle
the orders. As Abby’s fan base grows, we will eventually hire a third party
customer service firm to handle the orders. No phone number will be
provided, just a website URL.
deviantart.com
24. Channels of Distribution
CD = Aggregator
3rd party platforms = Soundcloud
Streaming platforms = Spotify, Google Play, Apple Music
Music Video distribution will be done through YouTube and music will be sold through
Amazon and iTunes.
Abby will have a page on CD Baby as well as a Bandzoogle website...
28. Campaign
The social media platforms that we will be using for this project are Twitter, Instagram, Facebook,
Periscope, and Snapchat. The categories of the social media posts are going to be mostly promotional and
studio clips, but some personal posts will also be put up to showcase Abby’s personality and allow her to
connect with her fans on a more personal level.
Tweets posted 4 times a day
Instagram post every other day
Facebook post 2 times a day
Periscope stream once a week
Snapchats posted daily
Since Abby is a beginner artist with a very limited following, we will have a social media manager oversee
her various accounts daily using a spreadsheet. As Abby grows into a more mature artist, we will consider
utilizing Hootsuite after her first album is released and if she gains a larger following that requires more time
and attention.
31. Newsletter #1Welcome to Abby’s World! (Subject Line)
Thank you so much for subscribing to me love! I’m so excited to share my
life with you :)
These emails will make sure that you are among the first to receive the
latest news about my music releases, upcoming tours, and exclusive
contests!
I’m in the process of working on something extra special for you all, so stay
tuned!
Love Always,
Abby <3
Mailchimp will be
used for our artist’s
campaign.
32. Newsletter #2Special Surprise Inside… (Subject Line)
Hello love!
I wanted to let you know that I’ve got some exciting news for you…
The single has been recorded! I can’t wait for you to hear it.
Tune into my Periscope livestream today at 5pm EST to hear more about the
release. I know you are DYING to know what it’s called. Join me later today
and find out ;)
Love Always,
Abby <3
Mailchimp will be
used for our artist’s
campaign.
33. Newsletter #3EXCLUSIVE Pre-Sale Access to my *NEW SINGLE* (Subject Line)
I loved seeing how excited you were about “Growing Small” over our last
Periscope date. Since you all had such sweet things to say, I’ve got a special
treat for you.
Use the code “ABBYLUVSU” on my website (abbymazza.com) to gain
EXCLUSIVE pre-sale access to my new single, and download it before anyone
else!
Thank you for all the support my loves! I don’t know what I would do without
you.
Abby <3
Mailchimp will be
used for our artist’s
campaign.
39. Pre-Release
July & Aug
Strategy
The pre-release strategy for the launch of this product is to increase Abby’s
social media following. We want to have a decent amount of fans before we
release her music to guarantee sales.
Our goal is to reach 2,000 likes on Facebook, 1,000 followers
on Twitter, and 1,500 followers on Instagram. We also want to
increase our email list to at least 300 subscribers.
40. Pre-Release
July & Aug
Tactics
The tactics will start on July 1st, 2016. This gives us 2 months until
the release of the single on September 1st, 2016.
41. Pre-Release
July & Aug
Tactics
1. Spend $400 on Facebook and Instagram ads in July and August
2. Drive traffic to website and email signup list with promise of
exclusive behind the scenes content for subscribers
3. Have weekly Periscope streams linked to Twitter & Facebook
accounts to build personal connection with fans
4. Post vlogs on YouTube every single Monday, Wednesday, and Friday
of the recording process and link those videos to Facebook and Twitter
5. Designate one hour a day to reply to Facebook comments and
Twitter mentions
43. Release
September
Strategy
The release strategy for selling this product the day
it is available is to make sure that
every one of Abby’s fans
is aware of the release date and also where the
product can be purchased through actively posting
about the release on social media.
45. Release
September
tactics
1. Send an email blast announcing the release to everyone on the mailing list
2. Book on-air interview with 101.9 AMP radio to promote the single
3. Release merchandise (shirts, stickers, and pins)
4. Release music video
5. Do a livestream on Periscope at 8pm to engage with fans and ask them for
feedback on the release
46. strategy
The post release strategy for selling this product is to
do a small, local tour to promote Abby through live
performance. We also want to sell 500 shirts while on
tour. We also have a goal of selling 1,000 units of the
single.
Post-Release
Sep - Dec
47. Post-Release
Sep - Dec
tactics
These tactics will start immediately following the release on
September 1st, 2016 and continue on through December 31st, 2016.
48. Post-Release
Sep - Dec
tactics
1. Film a live tour documentary while Abby tours through Florida
2. Announce the news that an EP will be released in the Spring of 2017
3. Continue with vlogs on YouTube once a week
4. Create merchandise bundles with digital download cards and shirts
5. Sell limited run of the single on vinyl (25 units) and promote them as exclusives
for the super fans
50. In 6 Months...
Spins: 0-5
Sales: 1,000 units
Social Media: 4,000-
5,000 on all platforms
combined
Newsletter: 300-400
Tour Size: 50-150 per
show
51. Key Components
The primary component of the distribution plan that will elevate
this artist to the next level is a crowdfunding campaign on
Indiegogo. Social media websites like Facebook, Twitter,
Instagram, Periscope, and Snapchat will all be used to promote and
draw attention to the crowdfunding campaign. In addition, we will
also have Abby involved in a brand partnership with the local
organic soap company of Winter Park, FL, Heart Song Naturals.
53. ”
Looking Forward
In the future (at least 2 years ahead), we will hopefully expand to
international markets. Areas we will focus on will be the UK and
Australia. We feel that these locations have a promising market for indie
music like Abby’s. However, before we market to those places we want to
focus on domestic expansion. Some ancillary products that we would like
to offer fans in the near future are shirts and eventually produce eco-
friendly faux leather bracelets.
