Marketing Research Project - Cincinnati Music Industry

1. LOCAL
MUSIC
INDUSTRYTyler 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

13. FOCUS GROUPS
QUALITATIVE
FINDINGS

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

16. QUALTRICS
SURVEY
RESULTS

17. 17
RESULTS
enjoy finding new music

18. 18
RESULTS
popularity not important

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."

24. CURT KISER CONCERT
EYE
TRACKING

25. ORIGINAL HEAT PATH

26. 26
NEW REDESIGN
• Title
• Smaller Support Acts
• Brighter colors
• Date Clear
IMPROVEMENTS

27. MUSIC VIDEO
EXPERIMENT

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

32. MARKETING
PLAN
RECOMMENDATIONS

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

35. 35
PROMOTION
Physical
Merchandise
Social Media
Ad Campaign
Remotes
SongKick/
Bandsintown

36. 36
PROMOTION
YouTube
Promoted
Instagram
Promoted
Streaming
Singles

37. 37
Shows: $10 or less
Merchandise: Breakeven
point
Music (physical): CD - $10
$10
Music (digital): $1/song,
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