Taylor & Pond is a web development, public relations, and complete digital marketing agency. This slideshow was created in 2013 to describe the problems with the current way music artists were being marketed online. We explain Artist First digital marketing and how Analytics are becoming more important in the online marketing world. The Slideshow is written in a problem/challenge and solution format for an easy read. It also contains powerful quotes and analytics data to reinforce claims with concrete evidence. Enjoy.

1. August 15th, 2013

3. THE ARTIST IS IN CONTROL
 Artists are being drowned out by marketers and advertising.
 Advertising and Product Placement hide what is truly important: THE ARTIST.
 Recording Industries and high-profile labels are stealing Artist Brand Equity.
If we search music videos on
YouTube and choose Selena
Gomez’s “Come & Get It”
Immediately we see
advertising for a movie and
Katy Perry’s music video
Where is Selena? What are
we marketing here? Who are
we really working for?
“Where is the ARTIST branding?”
The Problem:
The Example:
“Good brands reflect the histories of the time and the group of people that
made them. They can not be copied. They can not be recycled.”
-Richard Branson, founder of Virgin Group

4.  The industry has changed. Gone are the days of publicists and mass
marketing. We are living in a Digital World.
 Social Media and Niche Marketing have become more powerful
than ever. The consumers build the brands.
 Engagement is the driving force of today’s digital marketing
campaign. Measuring and Analytics are more important than ever.
“We know that artists aren’t marketers, but that doesn’t mean they should
lose control of their brand.”
-Cindy Pond, CEO Taylor & Pond
Digital Marketing: Artist First
Key findings from Gartner U.S. Digital
Marketing Spending Survey, 2013
EngagementExample:
The Problem:

5.  With a Big Digital World comes BIG DATA
“According to IBM, 90% of the data in the world today was created in the last 2 years alone.”
 How we attain this data, How we decipher this data and How we use
this data to promote success is what we call ANALYTICS
 Every brand is different because every artist is different. There are
key metrics for successful digital marketing as well as key metrics for
each particular brand. Our Favorite Metric: Return on Investment
“Not everything that can be counted counts, and not
everything that counts can be counted.”
-Albert Einstein, Physicist
Success is Always Measurable
The artist is in control of their brand and their investment
into strengthening that brand. With dedicated ROI reporting
we not only show, but prove that their investment is worth
every penny.

6. Yamaha Entertainment Group
YEG was unique in that YAMAHA
is already a well known brand.
They were entering the
recording industry for the first
time and needed a direction. We
established a Digital Marketing
Strategy with combined Web
Site and Social Media geared at
positioning them as a premier
American Record Label. LEOGUN
was their first artist.
Challenge:
An unknown label without an artist and
a powerful brand without a position.

7. YEG: Analytics
Yamaha Entertainment Group
came to us with under 3,000
likes. This is especially small
considering the strength of the
Yamaha brand. With positioning
brand strategy and engaging
content we brought total page
likes to over 20,000 in less than
6 months. Unfortunately YEG is
no longer a client and we can
see new likes leveling out.
Challenge:
Expand and track our digital audience
on Facebook.
0
5000
10000
15000
20000
25000
30000
35000
40000
July-Dec 2011 Jan-Jun 2012 July-Dec 2012 Jan-Jun 2013
TotalPageLikes
6 Month Periods
Lifetime Likes

8. Leogun
Challenge:
An unknown band with a small
audience. No digital presence.
LEOGUN was signing with a
record label for the first time
and had zero digital presence.
We established them along with
YEG, but made sure to focus on
the artist. Notice that YEG is not
mentioned on their Facebook.
We built the LEOGUN brand
image separate from YAMAHA.
This is what creates a loyal fan
base of listeners who we then
engage within Social Media.

9. Sarah Mclachlan
Sarah suffered from a serious
lack of size in her digital
audience, although she is a
wonderful artist with a loyal
following. We took over digital
marketing and developed her
social media accounts to offer
more engagement. Now her
followers can be a part of her
journey. This also allows Sarah to
focus on her music and both
sides benefit. She has over 1
million Facebook fans ready to
listen to her upcoming album.
Challenge:
A small audience that has nowhere to engage

10. Sarah Mclachlan: Analytics
Engagement was the main focus
on Sarah Mclachlan’s Facebook
account that already had a large
audience. Using Facebook
Insights we can chart the unique
users “talking about” Sarah’s
Facebook page. These include
Likes, Comments, and shares. The
numbers are averaged over six
month periods to show long term
growth of close to 100% in 2
years. This is a lot of engagement
when you consider she now has
over 1 million fans.
Challenge:
Measure Success of Increasing Engagement
0
10000
20000
30000
40000
50000
60000
70000
Jul-Dec 2011 Jan-Jun 2012 Jul-Dec 2012 Jan-Jun 2013
PeopleTalkingAboutThisAvg.
6 Month Periods
Facebook Engagement Growth