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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  • VEVO =- 200,000 views = $460

    70% to artist – itunes – label to distribute member – of company to
  • So, let’s say a prime subscriber played 10 songs


  • VEVO =- 200,000 views = $460

    70% to artist – itunes – label to distribute member – of company to
  • Point of comparison: average radio royalty: 18.271 cents per radio play
  • 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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