Not More Ways. More Reasons! Online Marketing That Leads to Money (Berklee Online Onsite Seminar) Where did the sales go? What comes next? Together we will explore the tools and opportunities that bring artists and fans together like never before. We will address email, social media, experiences (including offline, like live shows), and funding. Fans don't need more ways to consume music. They need more reasons.

1. hi
@BenjiKRogers
@PledgeMusic

2. “As unsettling as it may sound, we need to accept
that we are not simply selling content. We’re not
selling the words on the page or the images on the
screen; instead we’re selling an entire experience.
The content we create and sell is just one segment
of a thousand-piece jigsaw puzzle.”
Nick Bilton

3. They need reasons!
People don’t need more ways to buy or listen
to your music

4. What you do is fascinating!
Think like a fan

5. DIY?

6. “Delight the weird”
Superfans/Consumers

7. Because they can!!!
Average spend per fan $55
Superfans
17% responsible for 61% of revenue

8. $1.33bn on in-app purchases in 2014
97.7% are playing for free
2.3% that pay are spending an average of $23.42 a month

9. 100,000 backers
Offer what you are making
not what you have made

10. Creating and recording are part of your marketing
What you make is more interesting than what you sell

11. song
The album
mix
playlist as an event

13. The closer fans are to the making of music
the more it means to them

14. EMAIL EMAIL EMAIL
SMS*
Social Networks/Retargeting
Streaming (as Social)/
Playlists
YouTube
Growth Hacking/
Product Market Fit
Content
Stories
BlockChain**
EMAIL EMAIL EMAIL
Direct-to-fan Experiences
Crowd Funding
Subscriptions
Streaming Concerts
House Concerts
Content
Stories
BlockChain**
Opportunities Tools

15. ASK YOUR FANS

16. “I’m among the new era of consumers and
contributors, and we’re looking for new forms of
content and storytelling. Where it doesn’t exist,
we’re going to find it elsewhere, make it
ourselves, or, in some instances, just take it.”
Nick Bilton

17. What does success mean to you?
What does failure look like?
Commercial Success / Artistic Success?
How quickly are you prepared to fail?
Is anyone other than you waiting for your next release?
Content / Music

18. Lead or follow?
Who tells your story?

19. You are competing with free and that’s ok…

20. You can get all of the principles of marketing wrong
because people are unable to keep
greatness to themselves
if what you make is great

21. and it tells a great story
then everyone who hears it
If you do great work
will have something that they will want to share

22. thank you
@BenjiKRogers
@PledgeMusic