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Cincinnati Music Scene - Marketing Research
- 1. LOCAL MUSIC INDUSTRY Tyler Jones, Amalia Nichifor, Quinn Villarreal – Marketing Research 3020, Dr. Elliot Manzon
- 2. 2 The Problem Great Content, Lack of Exposure
- 3. 3 of all artists are ‘undiscovered’ Ulloa, Nina. “91 Percent of All Artists Are Completely Undiscovered...” Digital Music News, 2 Oct. 2017
- 4. 4
- 5. 5 Registered Users (2018) SoundCloud Spotify Apple Music 175 mil 170 mil 50 mil Source: McIntyre, Hugh. “The Top 10 Music Streaming Services By Number of Users.” Forbes, 25 May 2018,
- 6. 6 Registered Users (2018) YouTube 1.5 BILLION Source: McIntyre, Hugh. “The Top 10 Music Streaming Services By Number of Users.” Forbes, 25 May 2018,
- 7. 7 STREAMING REVENUE (U.S.) $$$$$$$$$$ $$$$ $$$$ $$$$$$$$$$ $$$$$$$$$$ $$$$$$$$$$ $$$$$$$$$$ $$$$$$$$$$ $$ (2013) (2015) (2017) $$$$ $$$$$$$$$$ $$$$$$$$$$ billion billion billion SOURCE: RIAA. "Digital Music Revenue in The United States from 2008 to 2017, by Type (in Million U.S. Dollars)." Statista - The Statistics Portal, Statista,
- 8. RECORD STORE + STREAMING SERVICES OBSERVATIONAL RESEARCH
- 9. RECORD STORE+STREAMING Record Store: Shake it Records Streaming: Apple Music & SpotifyThere are many variations of passages of lorem ipsum dolor sit amet. Description www.website.com Musician Antonio Leewis 9
- 10. 10 RECORD STORE Average time per item Average time spent looking Average number of artists exposure
- 11. 11 STREAMING Artists that listener clicked on because they already knew them 64%
- 12. 12 RECOMMENDATIONS? PHYSICAL MERCH RELEASE SHOWS UNIQUE LIVE SHOWS FIRST IMPRESSION 1:00-1:45 TIME TRACK ADD TO PLAYLIST Record Store Streaming Service
- 14. FOCUS GROUPS SONG: Moonbeau – “Are We In Love Yet?” SONG: Sylmar – “I Can’t Read” There are many variations of passages of lorem ipsum dolor sit amet. Description www.website.com Musician Antonio Leewis 14 image: moonbeaumusic.com
- 15. 15 WHAT’S IMPORTANT? M: “Summer-y” S: “Chill, Laid Back” MOOD M: “From the past” S: ”People you can hang out with” APPEARANCE M: “My parent’s generation” S: “Similar to Young the Giant” SOUND NAME STREAMING SERVICE CONCERTS Spotify appears more established than SoundCloud Go to a concert, then go outNeeds to be recognizable
- 17. 17 RESULTS enjoy finding new music
- 19. 19 RESULTS ability to sing-along is important
- 20. 20 PLAYLISTS would listen to a recommended curated playlist (streaming) would listen to a local artist playlist
- 21. 21 STREAMING PLATFORM 64% 54% ”listen to one or more times a week”
- 22. 22 RECOMMENDATIONS GET ‘PLAYLISTED’ REQUEST LOCAL ARTIST PLAYLISTS SECOND OPINIONS WRITE FOR BEAT & SINGABILITY EXPAND PLATFORM
- 23. SURVEY RESULTS "I would listen to [a local band] if I was out at a venue in the area." "I would make a judgement [about the song] in the first 10 seconds" "I am not exposed to many local artists on the radio."
- 26. 26 NEW REDESIGN • Title • Smaller Support Acts • Brighter colors • Date Clear IMPROVEMENTS
- 28. EXPERIMENT RESULTS SONG: Grandace– “Sun In My Face” • Listening vs. Seeing • Independent Variable: Music Video • Dependent Variable: Enjoyment of song • Control Variable: Setting / Song portion / survey
- 29. EXPERIMENT RESULTS “I enjoyed the song a great deal” 50% 13%
- 30. EXPERIMENT RESULTS “I would attend a concert featuring the artist (under $10)” 88% 63%
- 31. EXPERIMENT RESULTS 100% from both - “I liked it a little” or higher
- 33. 33 Starting from Scratch Create a name that sticks Create a logo Create a persona Write some music!
- 34. 34 PLACEMENT Local Venues Streaming Sites Coffee Shops SongKick/ Bandsintown
- 37. 37 Shows: $10 or less Merchandise: Breakeven point Music (physical): CD - $10 Music (digital): $1/song, streaming PRICES
- 38. 38 Create Music with: • Singability • Great Beats • Target Audience in Mind 2018 Additional Materials: • Music Videos • Merchandise • Live Sessions Product Quality: • Invest in audio engineers (or use college students) • Professional photos
- 39. 39 DEFINE YOUR TARGET • Play in certain venues • Build a brand around your look • Album art/photos/social media/videos should reflect the type of music
- 40. WHAT CAN YOU DO?
- 41. 41 ATTEND LOCAL SHOWS! Download: Bandsintown or SongKick Follow: @Bearcastmedia
- 42. Questions? Artists Featured: • Curt Kiser • Sylmar • Grandace • Misnomer • Fycus • Into the Skies • Moonbeau • Carriers • Post Malone • Strangers