www.AmplifiedRecords.net
“Intelligent control appears as uncontrol or freedom. And for that
   reason it is generally intelligent control.
Unintell...
Translation:
1) Digital music
  distribution is out
  of control and free
  flowing - this
  benefits everyone

2) ‘Music ...
After you pay off your home loan, would
you let the bank keep ownership of your
                 home?
Problem:
•   The traditional model of marketing and
    selling music no longer works.
•   The major record labels and ret...
Solution:

• We are an artist management firm
  specializing in bookings, promotions, and
  business advice.
• Our goal is...
• Pure digital retailers such as iTunes and
  Rhapsody exist without physical goods
  and can deliver items with virtually...
Creative control, publishing, masters, and any
 intellectual property will remain our clients’
“We sold more books today that didn't sell at
 all yesterday than we sold today of all the
       books that did sell yest...
Many of our assumptions about popular taste
  are actually artifacts of poor supply-and-
 demand matching – a market respo...
“To find something comparable, you
 have to go back 500 years to the birth of
   the printing press, the birth of mass
  m...
“Unlimited selection is revealing truths about what
customers want and how they want to get it.”
                         ...
But, what does this all mean Mr. Peabody?
                 -The $12 billion industry is
                 shifting away fro...
18% of all music sales are
independent of the majors
New Revenue Model
• Just give the damn music away, or most of
  it, to increase brand awareness:
               “Hearing i...
Remember:

• Music publishers tried to shut down the
  first radio stations
• Television was considered a threat to
  the ...
Anyone see a trend here?
Don’t sell copies, sell access
Maximize touring and merchandising
“Music Like Water:” The Future of Music
• Music must be open, free-flowing, and
  ubiquitous like water
• Business models ...
Music must remain open source: a liquid that
can be morphed, migrated, flexed, and linked.
“With digitization, music changes from being
a noun, to a verb, once again.” – Kevin Kelly
Amplified Records
“Thinking Innovation, Not Litigation®”
Acknowledgements:
Chris Anderson
  Wired Magazine editor-in-
  chief, author of The Long Tail
Kevin Kelly
  author of Out ...
Amplified Records   Marketing Plan
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Amplified Records Marketing Plan

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Amplified Records Marketing Plan presentation. Presented on 4.27.07 for Entrepreneurial Revenue course at the Wolff Center for Entrepreneurship at the Univ. of Houston.

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Amplified Records Marketing Plan

  1. 1. www.AmplifiedRecords.net
  2. 2. “Intelligent control appears as uncontrol or freedom. And for that reason it is generally intelligent control. Unintelligent control appears as external domination. And it is for that reason it is really unintelligent control. Intelligent control exerts influence without appearing to do so. Unintelligent control tries to influence by making a show of force.” -Lao Tzu
  3. 3. Translation: 1) Digital music distribution is out of control and free flowing - this benefits everyone 2) ‘Music Like Water’ will make everyone more money than ‘Music on Plastic’
  4. 4. After you pay off your home loan, would you let the bank keep ownership of your home?
  5. 5. Problem: • The traditional model of marketing and selling music no longer works. • The major record labels and retail giants are dependant on huge, platinum hits: only one out of every ten releases cover costs. • The airwaves are primarily dominated by hit-driven acts, watered-down for a mass audience. • Independent artists who don’t fit this mold are left to fend for themselves.
  6. 6. Solution: • We are an artist management firm specializing in bookings, promotions, and business advice. • Our goal is to develop & manage labels for our clients • Our fee is 20% of our clients’ gross revenue • Our target clients are upstart, talented musicians in the greater Houston metropolitan area
  7. 7. • Pure digital retailers such as iTunes and Rhapsody exist without physical goods and can deliver items with virtually no marginal cost, allowing any artist to sell their product to the public at no additional cost to the retailer. • ‘The Amp’ is designed to help the artists understand the changing economics of the music industry and to help them capitalize fully on the growing viral marketplace.
  8. 8. Creative control, publishing, masters, and any intellectual property will remain our clients’
  9. 9. “We sold more books today that didn't sell at all yesterday than we sold today of all the books that did sell yesterday.quot; -former Amazon employee
  10. 10. Many of our assumptions about popular taste are actually artifacts of poor supply-and- demand matching – a market response to inefficient distribution
  11. 11. “To find something comparable, you have to go back 500 years to the birth of the printing press, the birth of mass media … Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” -Rupert Murdoch, Wired, July 2006
  12. 12. “Unlimited selection is revealing truths about what customers want and how they want to get it.” –Chris Anderson
  13. 13. But, what does this all mean Mr. Peabody? -The $12 billion industry is shifting away from the majors and towards the artists being in control of their own destiny. -Lots of musicians will need business management, legal, and technological advice. -Having a vast network of artists under one umbrella can be a powerful co-branding tool for both the firm and client.
  14. 14. 18% of all music sales are independent of the majors
  15. 15. New Revenue Model • Just give the damn music away, or most of it, to increase brand awareness: “Hearing is Believing” • Free sampling not only drives sales – it’s also a long-term strategy for converting listeners into loyal customers • Ubiquity INCREASES value! • The touring industry has grown from $1.3 billion in ’98 to over $2.1 billion as of ’03
  16. 16. Remember: • Music publishers tried to shut down the first radio stations • Television was considered a threat to the movie theatre industry • The home cassette player was considered a threat to the music industry
  17. 17. Anyone see a trend here?
  18. 18. Don’t sell copies, sell access Maximize touring and merchandising
  19. 19. “Music Like Water:” The Future of Music • Music must be open, free-flowing, and ubiquitous like water • Business models that empower the end user will succeed – Monthly subscription, up-sell premium access and content – Take a % of ad revenue (see: YouTube)
  20. 20. Music must remain open source: a liquid that can be morphed, migrated, flexed, and linked.
  21. 21. “With digitization, music changes from being a noun, to a verb, once again.” – Kevin Kelly
  22. 22. Amplified Records “Thinking Innovation, Not Litigation®”
  23. 23. Acknowledgements: Chris Anderson Wired Magazine editor-in- chief, author of The Long Tail Kevin Kelly author of Out of Control: The New Biology of Machines, Social Systems, and the Economic World Gerd Leonhard and Dave Kusek authors of The Future of Music Wendy Day Rap Coalition, label consultant Alex Grey, artist

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