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Dr. David Mitchell and Jennifer Jones, APR
HOW TO PROMOTE
YOUR MUSIC ONLINE:
A GUIDE TO SOCIAL MEDIA FOR THE MUSICIAN
Febr...
Anderson Jones PRDAVID MITCHELL MUSIC
WHO WE ARE:
Dr. David Mitchell
@music_comp
Jennifer Jones, APR
@jonesyjen
Anderson J...
Anderson Jones PRDAVID MITCHELL MUSIC
AGENDA:
I. The Online Music Landscape
II. Creative Case Studies
III. The Social Medi...
Anderson Jones PR
WHAT WE’VE LEARNEDTHE ONLINE MUSIC LANDSCAPE:
Consumer music trends
DAVID MITCHELL MUSIC
Anderson Jones PR
MUSIC CONSUMPTION TRENDS
DAVID MITCHELL MUSIC
1,650 millennials were asked how they listen to music:
Str...
Anderson Jones PRDAVID MITCHELL MUSIC
THE RETURN OF VINYL
Quality
Nostalgia
Collectible
Artist Control
Anderson Jones PRDAVID MITCHELL MUSIC
TOP SELLING VINYL OF 2014
Anderson Jones PRDAVID MITCHELL MUSIC
MUSIC CONSUMPTION TRENDS
How fans discover new music:
0% 5% 10% 15% 20% 25% 30% 35% ...
Anderson Jones PRDAVID MITCHELL MUSIC
TO STREAM OR NOT TO STREAM
Visibility versus Profitability
Anderson Jones PRDAVID MITCHELL MUSIC
ARTIST ROYALTIES: STREAMING
SPOTIFY:
.007 ¢ per stream
% of the total streams that m...
Anderson Jones PRDAVID MITCHELL MUSIC
ARTIST ROYALTIES: DOWNLOADS
iTUNES:
$6 - $7 per album sold
60 - 70¢ per song sold
eM...
Anderson Jones PRDAVID MITCHELL MUSIC
TO VIDEO OR NOT TO VIDEO
Engagement versus Profitability
Anderson Jones PRDAVID MITCHELL MUSIC
ARTIST ROYALTIES: VIDEO SHARING
VEVO:
.00238 ¢ per view
YOUTUBE:
.005 ¢ per view
$5 ...
Anderson Jones PRDAVID MITCHELL MUSIC
TO RADIO OR NOT TO RADIO
Air Play versus Profitability
Anderson Jones PRDAVID MITCHELL MUSIC
THE RADIO BUSINESS MODEL
RADIO: (including Sirius)
18¢ per radio play
COLLEGE RADIO:...
Anderson Jones PRDAVID MITCHELL MUSIC
STREAMING CONCERTS
Anderson Jones PR
WHAT WE’VE LEARNEDCREATIVE CASE STUDIES:
How musicians market their music online
DAVID MITCHELL MUSIC
Anderson Jones PRDAVID MITCHELL MUSIC
CROWD-FUNDING
Backers get exclusive content
24,883 backers for her album
$1,192,793 ...
Anderson Jones PRDAVID MITCHELL MUSIC
PERKS FOR FINANCIAL BACKERS
Michael Shoup: Largest financial backer gets a
concert a...
Anderson Jones PRDAVID MITCHELL MUSIC
MORE THAN JUST MUSIC MARKETING
Architecture in Helsinki: Partnered
with local artist...
Anderson Jones PRDAVID MITCHELL MUSIC
MUSIC LICENSING
Film and Television
• More opportunities
• Licensing fees are down
G...
Anderson Jones PRDAVID MITCHELL MUSIC
BRANDS THAT OWN RECORD LABELS
Anderson Jones PRDAVID MITCHELL MUSIC
MUSIC LICENSING FOR MARKETERS
Video will account for 69% of all internet
traffic by ...
Anderson Jones PRDAVID MITCHELL MUSIC
MUSIC LICENSING FOR MARKETERS
Align yourselves with marketing, content and advertisi...
Anderson Jones PRDAVID MITCHELL MUSIC
MUSIC LICENSING WEBSITES
http://audiojungle.net
https://www.tunefruit.com
https://ww...
Anderson Jones PR
WHAT WE’VE LEARNEDTHE SOCIAL MEDIA LANDSCAPE:
How people engage with each other today
DAVID MITCHELL MUS...
Anderson Jones PRDAVID MITCHELL MUSIC
PEER-TO-PEER SHARING
Anderson Jones PRDAVID MITCHELL MUSIC
SOCIAL MEDIA TRIBE MAPPING
HEALTH
DOGS
ACOUSTIC
MUSIC
FOOD
FAMILY
R&B
FASHIO
N
CELE
...
Anderson Jones PRDAVID MITCHELL MUSIC
PEOPLE ARE TALKING WITHOUT YOU
Anderson Jones PRDAVID MITCHELL MUSIC
SOCIAL MEDIA SITES EXPLAINED
Read my coffee
knowledge
Watch me make
& drink coffee
W...
Anderson Jones PRDAVID MITCHELL MUSIC
HASHTAGS FIND YOUR “TRIBE”
Anderson Jones PRDAVID MITCHELL MUSIC
GROUPS FIND YOUR “TRIBE”
SOCIAL CONTENT CONNECTS IN SEARCH
Anderson Jones PR
SOCIAL MEDIA CONTENT
Feeds Through
DAVID MITCHELL MUSIC
YOU & YOUR MUS...
Anderson Jones PR
WHAT WE’VE LEARNEDTHOUGHT LEADERSHIP FOR EDUCATORS:
The new approach to “publish or perish”
DAVID MITCHE...
Anderson Jones PRDAVID MITCHELL MUSIC
THE NEW “PUBLISH OR PERISH”
Expertise level is now measured by
social influence:
• S...
Anderson Jones PRDAVID MITCHELL MUSIC
SOCIAL INFLUENCE RANKINGS
Anderson Jones PR
WHAT WE’VE LEARNEDQUESTIONS TO ASK YOURSELVES:
Match your actions to your goals
DAVID MITCHELL MUSIC
Anderson Jones PRDAVID MITCHELL MUSIC
WHAT TO ASK YOURSELF
Do I want to license my music?
Do I want to sell streams, downl...
Anderson Jones PRDAVID MITCHELL MUSIC
THANK YOU
Dr. David Mitchell
@music_comp
Jennifer Jones, APR
@jonesyjen
david@davidm...
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How to Promote Your Music Online: A Social Media Guide for the Musician

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A presentation from the 2015 College Music Society conference by Jennifer Jones and Dr. David Mitchell discussing online streaming, digital downloads, vinyl records, social media tools and case studies of successful online marketing campaigns.

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How to Promote Your Music Online: A Social Media Guide for the Musician

  1. 1. Dr. David Mitchell and Jennifer Jones, APR HOW TO PROMOTE YOUR MUSIC ONLINE: A GUIDE TO SOCIAL MEDIA FOR THE MUSICIAN February 20, 2015
  2. 2. Anderson Jones PRDAVID MITCHELL MUSIC WHO WE ARE: Dr. David Mitchell @music_comp Jennifer Jones, APR @jonesyjen Anderson Jones PR DRIVING BUSINESS AT THE SPEED OF INFORMATION AIMMAtlanta Institute of Music and Media
  3. 3. Anderson Jones PRDAVID MITCHELL MUSIC AGENDA: I. The Online Music Landscape II. Creative Case Studies III. The Social Media Landscape IV. The New “Publish or Perish” Model V. Questions To Ask Yourselves VI. Q&A
  4. 4. Anderson Jones PR WHAT WE’VE LEARNEDTHE ONLINE MUSIC LANDSCAPE: Consumer music trends DAVID MITCHELL MUSIC
  5. 5. Anderson Jones PR MUSIC CONSUMPTION TRENDS DAVID MITCHELL MUSIC 1,650 millennials were asked how they listen to music: Streaming Music Services Digital Downloads Radio YouTube Vinyl Records 31% 17% 26% 12% 13% Source: pinpoint market research, January 2015
  6. 6. Anderson Jones PRDAVID MITCHELL MUSIC THE RETURN OF VINYL Quality Nostalgia Collectible Artist Control
  7. 7. Anderson Jones PRDAVID MITCHELL MUSIC TOP SELLING VINYL OF 2014
  8. 8. Anderson Jones PRDAVID MITCHELL MUSIC MUSIC CONSUMPTION TRENDS How fans discover new music: 0% 5% 10% 15% 20% 25% 30% 35% 40% Radio Pandora Spotify YouTube Soundcloud Friends (WOM) GrooveShark Zune 38% Radio 27% Streaming 18% YouTube 18% Friends
  9. 9. Anderson Jones PRDAVID MITCHELL MUSIC TO STREAM OR NOT TO STREAM Visibility versus Profitability
  10. 10. Anderson Jones PRDAVID MITCHELL MUSIC ARTIST ROYALTIES: STREAMING SPOTIFY: .007 ¢ per stream % of the total streams that month PANDORA: .003 ¢ per stream RHAPSODY: 0.69 ¢ per stream GROOVESHARK: None Zune: 2.8¢ per steam Soundcloud: None … yet. Ads and royalties are coming.
  11. 11. Anderson Jones PRDAVID MITCHELL MUSIC ARTIST ROYALTIES: DOWNLOADS iTUNES: $6 - $7 per album sold 60 - 70¢ per song sold eMUSIC: $4.40 per album sold 40¢ per song sold Amazon: 21% of the amount Amazon pays to acquire the subscriber (during free trials = zero)
  12. 12. Anderson Jones PRDAVID MITCHELL MUSIC TO VIDEO OR NOT TO VIDEO Engagement versus Profitability
  13. 13. Anderson Jones PRDAVID MITCHELL MUSIC ARTIST ROYALTIES: VIDEO SHARING VEVO: .00238 ¢ per view YOUTUBE: .005 ¢ per view $5 per 1000 ad views VIMEO: No artist royalties paid
  14. 14. Anderson Jones PRDAVID MITCHELL MUSIC TO RADIO OR NOT TO RADIO Air Play versus Profitability
  15. 15. Anderson Jones PRDAVID MITCHELL MUSIC THE RADIO BUSINESS MODEL RADIO: (including Sirius) 18¢ per radio play COLLEGE RADIO: 6¢ per radio play
  16. 16. Anderson Jones PRDAVID MITCHELL MUSIC STREAMING CONCERTS
  17. 17. Anderson Jones PR WHAT WE’VE LEARNEDCREATIVE CASE STUDIES: How musicians market their music online DAVID MITCHELL MUSIC
  18. 18. Anderson Jones PRDAVID MITCHELL MUSIC CROWD-FUNDING Backers get exclusive content 24,883 backers for her album $1,192,793 pledged
  19. 19. Anderson Jones PRDAVID MITCHELL MUSIC PERKS FOR FINANCIAL BACKERS Michael Shoup: Largest financial backer gets a concert at their house during the tour Kat Parson: Largest financial backer gets to Skype a cover session onelinedrawing: Largest financial backer gets to write the set list Dan Macauley: Largest financial backer gets to sing on stage with Dan
  20. 20. Anderson Jones PRDAVID MITCHELL MUSIC MORE THAN JUST MUSIC MARKETING Architecture in Helsinki: Partnered with local artists to create clothing and accessories that embody their album Now + 4EVA’s positivity Wu Tang Clan: Only one copy of the album Once Upon A Time In Shaolin was produced. Fans visit galleries or museums to hear it.
  21. 21. Anderson Jones PRDAVID MITCHELL MUSIC MUSIC LICENSING Film and Television • More opportunities • Licensing fees are down Gaming • Licensing fees are up with performance based royalties Advertising • Jingles are out • Emerging artists are IN • Cool bands make cool brands • A forever-association with the song • Brands are creating their own recording labels
  22. 22. Anderson Jones PRDAVID MITCHELL MUSIC BRANDS THAT OWN RECORD LABELS
  23. 23. Anderson Jones PRDAVID MITCHELL MUSIC MUSIC LICENSING FOR MARKETERS Video will account for 69% of all internet traffic by 2017 73% of marketers plan to make video the dominant force of their campaigns Videos need music
  24. 24. Anderson Jones PRDAVID MITCHELL MUSIC MUSIC LICENSING FOR MARKETERS Align yourselves with marketing, content and advertising agencies Submit music samples to licensing sites
  25. 25. Anderson Jones PRDAVID MITCHELL MUSIC MUSIC LICENSING WEBSITES http://audiojungle.net https://www.tunefruit.com https://www.audiosocket.com http://www.beatpick.com http://www.youlicense.com http://www.bmi.com/licensing/entry/website
  26. 26. Anderson Jones PR WHAT WE’VE LEARNEDTHE SOCIAL MEDIA LANDSCAPE: How people engage with each other today DAVID MITCHELL MUSIC
  27. 27. Anderson Jones PRDAVID MITCHELL MUSIC PEER-TO-PEER SHARING
  28. 28. Anderson Jones PRDAVID MITCHELL MUSIC SOCIAL MEDIA TRIBE MAPPING HEALTH DOGS ACOUSTIC MUSIC FOOD FAMILY R&B FASHIO N CELE B SHOPPING Anderson Jones PRDAVID MITCHELL MUSIC FAMILY
  29. 29. Anderson Jones PRDAVID MITCHELL MUSIC PEOPLE ARE TALKING WITHOUT YOU
  30. 30. Anderson Jones PRDAVID MITCHELL MUSIC SOCIAL MEDIA SITES EXPLAINED Read my coffee knowledge Watch me make & drink coffee Watch me drink coffee in 6 sec Here are cool coffee images Here are my coffee sounds I like coffee & coffee people I share/read links about #coffee I have many coffee skills Here are “real” coffee moments
  31. 31. Anderson Jones PRDAVID MITCHELL MUSIC HASHTAGS FIND YOUR “TRIBE”
  32. 32. Anderson Jones PRDAVID MITCHELL MUSIC GROUPS FIND YOUR “TRIBE”
  33. 33. SOCIAL CONTENT CONNECTS IN SEARCH Anderson Jones PR SOCIAL MEDIA CONTENT Feeds Through DAVID MITCHELL MUSIC YOU & YOUR MUSIC
  34. 34. Anderson Jones PR WHAT WE’VE LEARNEDTHOUGHT LEADERSHIP FOR EDUCATORS: The new approach to “publish or perish” DAVID MITCHELL MUSIC
  35. 35. Anderson Jones PRDAVID MITCHELL MUSIC THE NEW “PUBLISH OR PERISH” Expertise level is now measured by social influence: • Size of online following • ReTweet/Share Rate • Blog subscribers • Video views Thought leadership position delivers: • Speaking opportunities • Media opportunities • Publishing opportunities • Tenure track requirements • Elevated school brand position • Student enrollment and retention
  36. 36. Anderson Jones PRDAVID MITCHELL MUSIC SOCIAL INFLUENCE RANKINGS
  37. 37. Anderson Jones PR WHAT WE’VE LEARNEDQUESTIONS TO ASK YOURSELVES: Match your actions to your goals DAVID MITCHELL MUSIC
  38. 38. Anderson Jones PRDAVID MITCHELL MUSIC WHAT TO ASK YOURSELF Do I want to license my music? Do I want to sell streams, downloads, albums, merch, tickets? Do I want to raise money to produce my music? Do I want to enhance my professional reputation and employability? Do I want to meet my tenure track requirements and goals? Do I want to share and promote my music publications? ONCE YOU KNOW YOUR GOALS, YOU KNOW WHICH SITES TO USE AND WHAT CONTENT TO SHARE
  39. 39. Anderson Jones PRDAVID MITCHELL MUSIC THANK YOU Dr. David Mitchell @music_comp Jennifer Jones, APR @jonesyjen david@davidmitchellmusic.com jennifer@andersonjonespr.com

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