2. Bluegrass Consumer at a Glance
According to 2008 Simmons Research data:
•
•
•
•
63% are 45 or older
39% earn $75,000 or more annually
59% are married
Top 2 occupation industries are Manufacturing and Health Care/Social
Services
• Attitudes toward life:
• 70% say how they spend time is more important than money
• 65% agree it is worth paying extra for quality goods
• 71% believe we should strive for equality of all
• 85% agree that it is important to be well informed
• Hobbies:
• Listening to music (80%)
• Reading Books (64%)
• Musical instrument (17% of BG consumers compared to 9.46% of total
population)
4. Roots of Music
• If football symbolizes the all-American sport then in
music, nothing can boast of a greater American
heritage than bluegrass music.
• From its earliest roots in the rural areas during the
1940′s to the eclectic range it boasts of today,
bluegrass music is ultimately about self-expression,
which is constantly displayed by its trademark
instrumental solos.
• Along with country music, gospel, old time music, jug
bands, Appalachian folk, blues, Cajun and Native
American Music, bluegrass is one of the sub genres of
the roots of music.
5. Origin.. How is it American?
• Either because the music is a native to the
United States or because the music was
developed here out of foreign origins to some
degree that it has impressed the musicologist
because of its uniqueness and newness.
6. Roots of Bluegrass
• In the case of Bluegrass, it has mixed roots in Irish, Scottish, Welsh,
and English traditional music, and also later influenced by the music
of African-Americans through incorporation of jazz elements.
• It is considered "roots music" because it served as the basis
of music later developed in the United States, including rock and
roll, rhythm and blues, and jazz.
• Immigrants from UK and Ireland arrived in Appalachia in the 18th
century, and brought with them the musical traditions of their
homelands.
• These traditions consisted primarily of English and Scottish ballads,
which were essentially unaccompanied narrative and dance music,
such as Irish reels, which were accompanied by a fiddle.
7. Lyrics
• Narrative and based on everyday lives;
• Laments about loves lost, unwanted changes
like visible effects of mountaintop coal mining
• Hard life in the Appalachia;
• Railroading as a popular theme such as
“Wreck of the Old 97” and “Nine Pound
Hammer”
8. Lyrics – A Fallen Star by Bill Monroe
• A star fell from heaven right into my arms
A brighter star I know I've never seen
Then I found out that it was only you with all your charms
Who came into my life to fill a dream
• A fallen star is what you are
The twinkle in your eyes came from the sky
you must have strayed from the milky way
A fallen star that's what you are
• The heavens must be lonely now that you are mine
I'm sure they'll miss a star as bright as you
But the stars will send there blessing and brighter they will
shine
When they see the dream that's comin' true
9. Lyrics - A Hundred Years From Now – By Flatt and Scruggs
• Well a hundred years from now I won't be crying
A hundred years from now I won't be blue
And my heart will have forgotten that she broke every
vow
I won't care a hundred years from now
• Oh, it seems like only yesterday you told me
You couldn't live without my love somehow
Now that you're with another it breaks my heart somehow
I won't care a hundred years from now
• Now do you recall the night sweetheart you promised
Another's kiss you never would allow
That's all in the past dear it didn't seem to last
I won't care a hundred years from now
10. Lyrics – A voice from On High by Bill Monroe
• I hear a voice callin'
it must be our Lord
It's comin' from heaven on high
I hear a voice callin'
I'll gain the reward
In the land where we shall never shall die
• The Savior has paid a great price for me
He gave His life on Calvary
So I'll follow his footsteps up the narrow way
And be ready to meet Him when He calls on that day
• He died on the cross
the old rugged cross
That we would be saved from sin and not lost
So I'll follow His footsteps up the narrow way
And we'll pay that debt on the great judgement day
11. Instruments
• Bluegrass is traditionally
played on acoustic
stringed instruments.
– The fiddle, five-string
banjo, guitar, mandolin,
and upright bass (string
bass).
12. Instruments - Innovation
• Resonator guitar, also referred to as a Dobro and of
which was just an addition to its original band
instruments
• Harmonica which was used occasionally
13. Differentiation
• Earl Scruggs – “Three-Finger Style”
– A finger-picking method which is the most
common style of playing banjo. The result is lively,
rapid music, which lends itself both as
an accompaniment to other instruments and as
a solo.
14. Differentiation
• Lester Flatt – two-pick guitar style
Flatt played bass runs and melodies with his thumb pick on the low strings
while using the pick on his index finger on the high strings to add rhythm fills.
15. Technology
• The invention of the phonograph and the
onset of the radio in the early 1900s brought
this old-time music out of the rural Southern
mountains to people all over the United
States.
17. History of Music Technology
– 15 Jun 1877 - The First Microphone..
– 12 Dec 1877 - The First Phonograph Edison invents
the cylinder "phonograph" used to record and
playback sound.
– 27 Sept 1887 First Flat Record Player
18. History of Music Technology
• 23 Nov 1889, the First Jukebox, Louis Glass
invents the modern jukebox (coin-operated
phonograph)
• 20 Jun 1900, Flat Disks, Eldredge Johnson
perfects first system of mass duplication of
pre-recorded flat disks.
• Feb 12, 1908, Double Sided Phonograph
Records
19. History of Music Technology
• Mar 27, 1909, Wireless Voice, experimental
"wireless" voice and music broadcasts from San
Jose, California using experimental radio station
• May 19, 1912, First Radio Station, The Herrold
Station.
• Oct 27, 1913 - First Disk Player
• May 3, 1920, AM Radio, Commercial AM Radio
broadcasting begins on KDKA, Philadelphia.
20. History of Music Technology
• Dec 29, 1924, Home Viewing Movies
• Jul 12, 1924, Electronic Records
Electrical records replace acoustic discs, via a
process developed by Western Electric.
• Aug. 26, 1926, Synchronizing
• Frequency-modulated (FM) radio, once believed
to be an impossibility, becomes reality in 1933
• 1964 – the cassette tape becomes mainstream
21. History of Music Technology
• Philips and Sony announce plans to work
together to come up with a uniform standard
for a Compact Disc (CD) in 1978.
• In 1987, the Digital Audio Tape (DAT),
introduced shortly after the CD
• 1990, the birth of MP3
• 1995, streaming audio service on the internet
• 1997, early attempts to sell records on the
internet
22. Folk Music group
• Between 1927 and
1956, the Carter family who
was a traditional American
folk music group started
recording their music and it
had a profound impact on
bluegrass, country, southern
gospel, pop and rock
musicians. The family group
started the beginning of the
divergence of country music
from traditional folk music.
23. Band Formation
• Charlie and Bill Monroe, brothers, were one of
the most popular duet teams of the 1920’s
and into the 1930’s. Charlie played the guitar
while Bill played the mandolin. They sang
duets in harmony. The brothers split up as a
team in 1938 to form their own bands.
24. Bill Monroe and the Bluegrass Boys
• Bill named his band “Bill Monroe and the Blue
Grass Boys” since Bill was a native of Kentucky,
which is the Bluegrass State.
25. Earl Scruggs
• In 1945, shortly
after Earl Scruggs
joined the band, he
introduced the
innovative threefinger picking style
on the banjo that
energized
enthusiastic
audiences and then
was called “Scruggs
style” banjo.
26. Lester Flatt
• Then came, Lester Flatt from Sparta, Tennesee
on guitar and lead vocals against Monroe’s
tenor; Chubby Wise from Florida on fiddle and
Howard Watts aka “Cedric Rainwater” on
acoustic bass.
27. The Foggy Mountain Boys
• Earl Scruggs first left
Monroe’s band, then Lester
Flatt and eventually formed
their own band called “The
Foggy Mountain Boys”.
• They decided to
incorporate the resophonic
guitar or Dobro into their
band format.
28. The Foggy Mountain Boys
• From 1949-1969, Flatt and Scruggs were a
major force in introducing Bluegrass music to
America through national television, major
universities and coliseums, and even school
house appearance in many towns. The
soundtrack for the film “Bonnie and Clyde”
was composed and recorded by Scruggs.
29. Earl Scruggs Revue
• In 1969, Scruggs together with his sons Randy
on guitar and Gary on bass called themselves
“The Earl Scruggs Revue”.
30. The Nashville Grass
• Lester Flatt also continued successfully with
his own group, “The Nashville Grass”, until his
death in 1979.
31. When it was referred to as Bluegrass
• It was exactly in the late 1950’s when people
started referring it as Bluegrass.
• This music was initially called mountain
hillbilly music;
• Bluegrass was derived from the “Blugrass
boys” band with Bill Monroe’s leadership who
also was considered the “father of Bluegrass
music”.
32. Promoting Bluegrass Music
• The availability of traditional music
broadcasting and recording, nationwide
bluegrass festivals, and movie, television, and
commercial soundtracks featuring bluegrass
music have helped to bring the music out of
obscurity.
33. Promoting Bluegrass Music
• Bluegrass music has attracted a diverse
following worldwide. Bluegrass pioneer Bill
Monroe characterized the genre as:
"Scottish bagpipes and ole-time fiddlin'.
It's Methodist and Holiness and Baptist.
It's blues and jazz, and it has a high lonesome
sound.“
34. Bluegrass Festivals
• In the 1960s, the concept of the "bluegrass
festival" was first introduced, featuring bands
that had seemed to be in competition with each
other for a relatively limited audience, on the
same bill at weekend festivals across the country.
• Carlton Haney, from Reidsville, N.C., is credited
with envisioning and producing the first
weekend-long bluegrass music festival, held at
Fincastle, Va. in 1965.
35. Some of Bluegrass Festivals Today..
• February 21, 2014, 2nd Annual BMAI Ramada
Tropics Bluegrass Festival in 5000 Merle Hay
Road Des Moines, IA 50322
• December 12, 2013, Christmas In The Smokies
Bluegrass Festival in 4010 Parkway Pigeon
Forge, TN
• Jan. 2, 2014, New Year’s Bluegrass Festival in
Jekyll Island Convention Center, 75 N
Beachview Drive, Jekyll Island, GA 31527
36. Some of Bluegrass Festivals Today…
• March 22, 2014, RenoFest in 212 N. Fifth
Street, Hartsville, SC 29550
• February 14, 2014, Bluegrass First Class in 1
Resort Drive Asheville, NC 28801
37. Bluegrass at Its Best
• Lester Flatt, Earl Scruggs, and the Foggy
Mountain Boys achieved national prominence
with tour sponsorship by Martha White Flour and
for playing the soundtrack for the previously
mentioned film Bonnie and Clyde as well as
through the Beverly Hillbillies television
show. The Deliverance movie soundtrack also
featured bluegrass music, specifically "Dueling
Banjos," performed by Eric Weissberg on banjo
and Steve Mandel on guitar.
38. Bluegrass at Its Best
• The Nitty Gritty Dirt Band's Will the Circle Be
Unbroken triple LP set, released in 1972,
introduced artists like Earl Scruggs, Doc Watson,
Jimmy Martin, Maybelle Carter, Roy Acuff, and
others to pop music fans and brought the
authentic sounds of bluegrass and traditional
country music to new audiences.
• In 2001, the triple-platinum soundtrack for the
Coen Brothers movie, O Brother, Where Art
Thou?, helped to attract even wider audiences to
bluegrass music.
39. Gone International
• The International Bluegrass Music
Association, or IBMA, is a trade association to
promote bluegrass music.
• Formed in 1985, IBMA established its first
headquarters in Owensboro, Kentucky. In
1988 they announced plans to create
the International Bluegrass Music Museum as
a joint venture with RiverPark Center in
Owensboro.
40. IBMA
• In 1990 IBMA established the World of Bluegrass, a
combination trade show, concert, and awards presentation.
This was originally set in Owensboro, before moving
to Louisville, Kentucky in 1997. Nashville, Tennessee hosted
this event from 2005 through 2012. 2013 will be the first
year of three years that the event will be hosted in Raleigh,
North Carolina.
• In 1991 IBMA established the International Bluegrass Music
Hall of Honor at the International Bluegrass Music Museum
to recognize lifetime contributions to bluegrass, both by
performers and non-performers. In 2003 IBMA relocated its
offices to Nashville, Tennessee.
41. IBMA
• The International Bluegrass Music Association
awards are the genre's equivalent of
the Grammys. Winners are chosen by the
2,500 members of the International Bluegrass
Music Association.
42. IBMA
• Bluegrass music is now performed and enjoyed
around the world. The IBMA alone claims
members in all 50 states and 30 countries. In
addition to the classic style born in 1945 that is
still performed widely, bluegrass bands today
reflect influences from a variety of sources
including jazz, contemporary country music,
Celtic music, rock & roll ("newgrass" or
progressive bluegrass), old--time music and
Southern gospel music--in addition to lyrics
translated to various languages.
43. What is Bluegrass to some?
Bluegrass is a very inclusive music, with friendly
and informal jam sessions springing up around
almost every event. It's a great way to learn to
play an instrument and sing, for kids and adults
alike. Almost all bluegrass events have a family
atmosphere, and performers and listeners are
equally welcome.
by Elisabeth Burkett
44. What is Bluegrass to some?
• Bluegrass Music is a shivering, blustery Friday night on the
Ohio, at a town called Owensboro waiting to hear more...
As they begin, the cold and wind vanish, and all you hear,
all you feel, is the music - true and sweet. It is the campfire
where we gather, listening and playing. Ordinary people go
from camp to camp, carrying their instruments, bringing
their music, sharing their friendship.
45. • This is Bluegrass Music, this and more. It is
almost a way of life, a respite from everyday
rushing and hurrying. A chance to get back to
yourself, a chance to meet old friends and
make new ones. A chance to celebrate life. A
chance to thank God.
By Michael L. McDonald
47. Focused Differentiation
• Major benefit to Bluegrass fans = social aspect
• In a video sent to us by John Revell of BBMA, many of those
interviewed discuss how Bluegrass is a “social music”. This
means instead of just going to concerts and listening to
performers play, fans are actually taking part in the music by
playing an instrument themselves.
• This level of involvement with the music creates loyal fans and
may give Bluegrass music a competitive position.
• http://www.youtube.com/watch?v=uHs4EFRdLsc
10:24
48. Focused Differentiation
• Fewer fans than other music genres, but they like
to be involved
• Bluegrass is more about the experience than just
the music
• Bluegrass music has a large group of loyal fans.
This makes it easier to charge higher prices for
performances because loyal customers are more
willing to pay the price rather than turning to an
alternative form of entertainment.
50. From then to Now
• Early Jamestown
– “As the early Jamestown settlers began to spread out into the
Carolinas, Tennessee, Kentucky and the Virginias, they
composed new songs about day-to-day life experiences in the
new land. Since most of these people lived in rural areas, the
songs reflected life on the farm or in the hills and this type of
music was called "mountain music" or "country music
• Present Day
– Presently, bluegrass music is still enjoyed in a community
setting.
• Resolution
– Marketing bluegrass music as a musical will allow for its
uniqueness because it is a performance based genre and it will
cost less resulting in a blue ocean strategy.
51. Differentiation
According to the International Bluegrass Music
Association, “A top priority for many bluegrass
organizations is presenting live bluegrass
music in venues ranging from the local pizza
restaurant, community centers, schools and
churches, to festival sites capable of
accommodating thousands”
52. • No other mainstream genre is pursuing this.
– Only a few genres have attempted to a
musical, however that is not their main source of
promotion and these attempts were only one time
occasions.
• Exploiting the Value
– This strategy will Exploit Bluegrass music’s value while
capturing a new market. Promoting bluegrass music
on a continual basis through musicals will allow for
the live performance atmosphere that the music
thrives in. This strategy will capture the market of
theater goers as well as bluegrass lovers.
55. Eliminate
• “Which factors that the industry has long
competed on should be eliminated?”
• Abolish Red Ocean Strategy
– The bluegrass music industry currently gains it’s
exposure through performances at bars, festivals,
and concerts. The bluegrass music industry is
attempting to beat the competition in this existing
market.
56. Create
• “Which factors should be created that the industry has never
offered?”
• Enjoyment is Magnified
– The bluegrass music industry should focus their attention on musical
theatre. In this way the value in bluegrass music, in that it is a
performance based enjoyment is magnified.
• Apply the strategy throughout the industry
– There have been small sporadic musicals that have been introduced in
the past however nothing substantial. In order for the industry to
benefit from this strategy it must apply the strategy throughout the
industry in order to capture a larger audience and for the musicals to
become a valuable part of musical theatre.
• New Market
– This strategy will allow bluegrass music to create a completely new
market.
57. Raise
• “Which factors should be raised well above the industry
standards?”
• Exposure
– Continual touring and word of mouth marketing will enhance
exposure
• Image
– As a result of music becoming more digital, audiences are becoming
skeptical of the authenticity of the talent in the music industry. The
live performances will dismiss any question of their talent.
• Iconic
– These performances will market the artists as a character. This will
allow for the fans to become emotionally attached to the artists,
believing they are getting to know them through the performance.
58. Reduce
Average Concert Tour Costs
Average number of tour dates 12
Venue
$20,000/night total: $240,000
Promoter
3%- 10% of ticket sales
Management
10%- 15% of ticket sales
Road Crew (10 members
making $35,000 for a band of
5 people)
$350,000/ year
House Lights and Sound
Yorkville Sound LS801P Active Subwoofer - 1500w, 18"
$1,440.00; LP-304 Lighting
Dimmer Bar $600.00
Hotels
Varies
Transportation
Varies (Tour Bus- gas amount)
59. Reduce
Average Musical Tour Costs
Average number of tour dates 18
Venue
$4,000/night total: $72,000
Artist Director
$49,000
Stage Crew (paid $636/week
with 10 members)
$330,720
Stage Management
$29,142
Hotel
Varies
Transportation
Varies (Tour Bus- gas amount)
60. Riverdance vs. Bluegrass Analysis
Elements that made Riverdance a success Opportunities for Bluegrass Music
Continually performed tours on large
stages therefore receiving publicity
Bluegrass musicals will be shared on
theatre stages
Starred a couple key dancers until
retirement (Jean Butler and Michael
Flatley)
Bluegrass music will be able to feature
their key performers (Alison Krauss and
Mountain Heart)
Audio recording of Riverdancing become
#1 on the Irish singles chart on May 5th
1994 and stayed there for 18 weeks
After successfully penetrating the
European market, they went overseas to
New York City to Radio City Music Hall and
performed in March 1996
As Irish dancing was repositioned in the
market during this time along with that
the name was changed to Riverdancing
Audio and video recordings of musicals
will solidify popularity because of its
ability to be shared with others
After penetrating the American market
Bluegrass music musicals can move
overseas
Bluegrass music would benefit from a
change in its name as a result of its new
position in the market.
62. • Lack of awareness
• Negative stereotypes
• Appeal is very limited demographically – by
age, gender, race, religion
• Lack of engagement through social media.
Although Bluegrass lovers cherish new
founded relationships with other fans, they
fail to engage with the overall community as
well as other genres such as Country and Pop
do.
64. Five Questions:
1. What is your winning aspiration - what do you
wish to achieve?
2. Where do you want to play?
3. How will you win?
4. What are the necessary internal capabilities in
order to win?
5. What management systems are necessary to
succeed based on previous 4 questions?
66. Political
• Core threats internationally:
– Piracy
– Censorship
• Opportunities internationally:
– Countries allied with the U.S.
– Countries where U.S. troops have been heavily
stationed
72. Music Industry: General
Forces
Bargaining Power of Suppliers
Bargaining Power of Buyers
Intensity of Rivalry
Level
Low
Very High
High
Threat of New Entrants
Very High
Threat of Substitutes
Very High
This industry could be considered highly developed.
73. Music Instrument Industry
Forces
Bargaining Power of Suppliers
Level
High
Bargaining Power of Buyers
Moderate
Intensity of Rivalry
Moderate
Threat of New Entrants
Moderate
Threat of Substitutes
High
This industry could be considered very developed.
74. Recorded Music Industry
Forces
Level
Bargaining Power of Suppliers
Low
Bargaining Power of Buyers
High
Intensity of Rivalry
Threat of New Entrants
Threat of Substitutes
Very High
High
Very High
This industry could be considered highly developed.
75. Live Music Industry
Forces
Bargaining Power of Suppliers
Level
Moderate
Bargaining Power of Buyers
Low
Intensity of Rivalry
High
Threat of New Entrants
High
Threat of Substitutes
Very High
This industry could be considered highly developed.
76. Bluegrass Music Industry
Forces
Bargaining Power of Suppliers
Level
Very Low
Bargaining Power of Buyers
Low
Intensity of Rivalry
Low
Threat of New Entrants
Low
Threat of Substitutes
Very High
This industry could be considered poorly developed, but has great potential for
growth.
78. Core Competencies
• Not easily imitated
• Can be reused widely
• Contributes to the end consumer’s perception of value
• Some of Bluegrass Core Competencies
– Giving more than music
• Giving community
– Fans play the music, they don’t just listen
– Fans don’t worry about the newest trends
• High appreciation for classics in the genre
– Utilizing instruments not commonly found in modern popular music
• Banjo, mandolin, fiddle, harmonica
– Improvising
• Providing a sense of freedom in the music
79. Benchmarking
• Challengers
– Ahead of the change curve or on the leading edge
– Pop music, country music
• Laggards
– Behind the change curve
– Bluegrass
• Solution?
– Reinvent the existing competitive space
– Create a new space
80. Global Recorded Music Retail Sales by Genre
2009
2011
Although country music has gained popularity, bluegrass is still lacking significant sales.
82. Strengths
• Loyal Fans-more so than other Genres
• Unique product offering/experience
• Diverse offerings of Bluegrass and Newgrass
83. Weaknesses
• Exposure-websites, social media, etc.
• Older consumer market
• Lack of promoters and agents overseas to help with
performances
• Negative stereotypes facing Bluegrass Music
• Small market
• Expensive instruments (limits fans who may want to play)
• Lack of female musicians, acceptance
• Loss of identity as those unfamiliar with Bluegrass classify it
as country
• Recorded music sales very low compared to other genres
84. Opportunities
• Pair Bluegrass events with complimentary events (Beer
tastings, instrument events, etc.)
• Effectively use social media and tools to manage social
media
• Bring music to events that are not exclusively Bluegrass
to tap into other markets (community festivals, etc.), as
well as collaborate with other genres
• Connect with other popular musicians, network
• Find sponsors with complimentary products
• Create Bluegrass movie or musical to increase
awareness similar to “O Brother, Where Art Thou?”
85. Threats
•
•
•
•
•
•
•
Royalties/Piracy-FM/AM music stations, Pandora, etc.
Other music industries taking market share
Acceptance in foreign markets-will they succeed or not
Cost of touring and performing
High threat of substitutes
Low bargaining power throughout industry
Demand for modernization from society may cause
music to become mainstream
• Government regulations in foreign countries
• Lack of suppliers for instruments, venues, etc. as
industry declines
87. The Need for Proxies
• Record sale data by country is not readily
available
• Proxies can provide correlations indicating the
prevalence of bluegrass-related products
exported internationally
88. Kentucky Whiskey Exports
• Sales in thousands of U.S. Dollars
• Rounded to the nearest thousand
Country
2007
2008
2009
2010
2011
2012
2013 thru
Sept.
Average
2012 %
of Total
Japan
19811
23093
18831
22728
29057
33474
33700
25813.4
8.21%
U.K.
11189
11328
8104
9187
10832
8820
9295
9822.1
3.12%
France
3862
4461
4110
3518
5209
8986
6400
5220.9
1.66%
China
1522
1680
1328
420
90
862
237
877
0.28%
Panama
407
177
105
23
176
503
885
325.1
0.10%
Russia
-
-
-
-
-
382
191
286.5
0.09%
India
-
-
199
107
335
340
196
235.4
0.07%
Brazil
137
177
159
264
103
408
353
228.7
0.07%
S. Africa
116
256
74
133
570
129
281
222.7
0.07%
Columbia
-
-
-
-
77
191
153
140.3
0.04%
Egypt
10
18
-
-
-
114
-
47.3
0.01%
89. Tennessee Whiskey Exports
• Sales in thousands of U.S. Dollars
• Rounded to the nearest thousand
Country
2009
United Kingdom 112,219
2010
2011
2012
2013 through
Sept.
Average
2012 % of
Total
124,871
115,666
112,327
69,481
106913
18.91%
France
69,402
76,351
105,896
87,578
79,882
83822
14.74%
Germany
51,049
58,289
69,543
69,367
55,975
60,845
11.68%
Australia
26,978
30,545
31,666
41,885
28,361
31,887
7.05%
Japan
21,625
21,543
26,274
26,677
23,477
23,919
4.49%
Spain
30,371
32,113
33,553
24,856
20,959
28,370
4.18%
Italy
24,044
25,527
27,761
23,427
14,251
23,002
3.94%
Netherlands
5,104
5,812
7,129
16,071
12,034
9,230
2.71%
Singapore
6,402
6,282
9,648
14,100
10,885
9,463
2.37%
Turkey
258
3,708
13,712
13,837
11,379
8,579
2.33%
90. U.S. String Instrument Exports
• Sales in U.S. Dollars
Time
2009
2010
2011
2012
% of Total
World Total
109,302,629
112,709,238
135,502,912
139,979,445
100%
Japan
25,591,480
22,379,112
24,276,516
27,931,510
20%
Canada
15,385,765
17,342,122
20,102,270
24,377,965
17.4%
Netherlands
13,324,869
7,892,736
20,369,837
18,645,899
13.3%
Germany
9,326,533
16,599,718
10,989,928
9,858,079
7%
Australia
6,270,820
7,718,062
10,011,591
7,533,247
5.4%
Korea, South
1,561,098
2,185,156
3,158,110
4,597,229
3.3%
Italy
3,551,236
4,768,898
3,661,536
4,422,344
3.2%
South America
1,826,166
3,096,422
3,968,528
4,061,642
2.9%
France
3,452,047
2,555,419
2,909,964
2,954,109
2.1%
92. U.S. Beef Jerky Exports
• Sales in U.S. Dollars
Country
2007
2008
2009
2010
2011
2012
Average
Canada
356,463,265
402,531,611
377,038,311
423,307,588
487,365,699
564,647,721
435,225,699
Mexico
54,701,318
61,072,866
64,695,078
77,716,388
77,880,845
105,319,668
73,564,361
Japan
19,704,730
19,877,404
21,114,856
30,972,680
32,406,618
32,590,683
26,111,162
Philippines
9,669,650
10,132,323
14,171,618
23,172,660
33,613,699
36,370,750
21,188,450
Australia
9,371,424
14,880,714
9,279,379
11,201,246
14,159,192
15,002,146
12,315,684
Hong Kong
7,183,682
8,565,245
9,665,425
9,230,807
12,974,753
9,543,799
9,527,285
Guatemala
4,419,952
5,034,180
9,498,291
10,397,540
12,983,079
14,675,800
9,501,474
Colombia
7,744,879
7,551,243
8,793,982
9,666,830
8,377,831
8,627,410
8,460,363
Panama
2,513,716
4,876,745
6,357,769
7,685,840
8,719,468
10,072,022
6,704,260
Chile
304,871
534,333
491,477
1,008,543
7,306,154
9,135,255
3,130,106
93. U.S. Cowboy Hat Exports
• Sales in U.S. Dollars
Country
2007
2008
2009
2010
2011
2012
Average
Japan
1,438,145
2,003,949
1,816,543
2,363,653
3,015,464
3,669,453
2,834,535
Germany
333,601
373,927
337,779
378,901
448,367
251,869
354,074
U.K.
138,152
86,488
274,751
167,815
243,644
245,787
192,773
Mexico
77,526
162,946
93,472
115,574
132,940
217,410
133,311
Canada
75,807
67,317
108,846
97,504
146,313
149,737
107,587
S. Korea
22,520
137,404
6,790
28,190
15,552
126,272
56,121
France
22,594
87,765
56,583
45,211
24,159
82,119
53,072
Australia
74,637
25,485
12,246
52,722
63,058
85,914
52,344
Honduras
0
0
4,237
0
5,725
114,165
20,688
Indonesia
0
0
0
12,019
0
90,744
17,127
94. U.S. Cowboy Boot Exports
• Sales in U.S. Dollars
Country
2007
2008
2009
2010
2011
2012
Average
Canada
157,130,618
167,332,394
158,847,061
179,888,186
195,714,603
224,250,079
180,527,157
Japan
22,728,594
40,427,759
42,634,487
54,511,269
62,137,203
60,862,493
47,216,968
Mexico
12,610,485
25,482,558
15,614,570
23,644,231
23,631,835
14,536,510
19,253,365
S. Korea
13,801,445
13,850,955
10,930,273
13,431,463
22,507,743
34,769,554
18,215,239
United Arab
Emirates
9,474,764
14,574,533
9,735,301
14,638,241
20,173,893
24,878,674
15,579,234
Netherlands
13,442,748
12,171,465
6,248,602
12,565,565
11,943,369
9,724,233
11,015,997
Hong Kong
8,026,988
5,782,665
5,580,361
7,859,963
11,618,950
14,438,469
8,884,566
U.K.
7,638,774
12,632,484
5,388,162
8,310,404
8,413,652
10,794,729
8,863,034
Australia
5,882,586
7,652,225
6,270,805
6,255,617
9,057,691
8,358,098
7,246,170
China
1,466,287
5,226,776
4,377,240
6,072,728
10,792,390
11,378,923
6,552,391
95. U.S. Military Presence Overseas
Number of
Troops
2005
Number of
Troops
2012
Average
Iraq & Kuwait
207,000
15,000
111,000
Germany
66,000
45,596
55,798
Japan
35,050
52,692
43,871
Afghanistan
20,400
63,000
41,700
Italy
11,428
10,916
11,172
U.K.
10,536
9,310
9,923
Bahrain
1,482
2,902
2,192
Spain
1,634
1,600
1,617
Turkey
1,738
1,491
1,615
Belgium
1,388
1,165
1,277
Country
96. Highest Country Ratings
Based on Proxies
Rank
KY
Whiskey
Tobacco
String
Inst.
Beef
Jerky
Cowboy
Hats
Cowboy
Boots
Military Presence
1
Japan
Japan
Japan
Canada
Japan
Canada
Iraq & Kuwait
2
U.K.
Mexico
Canada
Mexico
Germany
Japan
Germany
3
France
Canada
Netherlands
Japan
U.K.
Mexico
Japan
4
China
Lebanon
Germany
Philippin
es
Mexico
S. Korea
Afghanistan
5
India
Dominican
Republic
Australia
Australia
Canada
United
Arab
Emirates
Italy
Based on the aforementioned data, the top potential markets for Bluegrass are
Japan, Canada, Mexico, Germany, and U.K.
98. Heart of Bluegrass
Bluegrass is traditionally played on acoustic
stringed instruments. The fiddle, five-string
banjo, guitar, mandolin, and upright bass
(string bass) are often joined by the resonator
guitar
99. Acoustic Guitar
•
Makers: Allen guitars, Bourgeois Guitars, CA Guitars, CB Guitars, Collings
Guitars, Dudenbostel Stringed Instruments, JW Gallagher, Gibson Guitars,
Henderson Guitars, Hoffman Guitars, Huss and Dalton, Larrivee Guitars, LoPrinzi
Guitars, Lucas Custom Instruments CF Martin
a stringed musical instrument with a fretted fingerboard, typically incurved sides,
and six or twelve strings, played by plucking or strumming with the fingers or a
plectrum.
9000
450000
8000
400000
7000
350000
6000
300000
250000
5000
200000
150000
U.S Sales 4000
3000
100000
2000
50000
1000
0
0
100-200
350-500
1,000-1,500
Under 100
200-350
500-1,000
Over 1,500
Sales (millions)
U.S
Japan
U.K.
Germany
Hong Kong
France
China
Taiwan
Austria
Italy
Australia
100. Banjo
Banjo Makers: Gretsch Enterprises, Pyle
Pro, Washburn
a stringed musical instrument with a long
neck and a round open-backed body
consisting of parchment stretched over a
metal hoop like a tambourine, played by
plucking or with a plectrum. It is used esp. in
American folk music
101. Fiddle
Makers: Bellafina, Cremona, Rozanna, Florea,
Silver Creek, Revelle
String instruments, usually with four strings
tuned in perfect fifths. It is the smallest,
highest-pitched member of the violin family
of string instruments, which also includes the
viola, and the cello.
"Son, the only difference is the name. Fiddle
is just a nickname."- Unknown
102. Mandolin and Dobro
Mandolin Makers: Gibson, Fender, Dean Tennessee
a musical instrument in the lute family (plucked, or
strummed) usually with four courses of strings, tuned
in perfect fifths and plucked with a plectrum.
Dobro makers: Dobro Manufacturing Company,
Gretsch, Gibson.
Originally coined by the Dopyera brothers when they
formed the Dobro Manufacturing Company, in time it
came to commonly mean a resonator guitar, or
specifically one with a single inverted resonator. This
particular design was introduced by the Dopyeras' new
company.
104. Top Grammy Winning Artists
1990s to Today
Genre
2005-2009
2010-2013
Ricky Skaggs &
KY Thunder
Alison Krauss &
Union Station
Ricky Skaggs &
KY Thunder
Alison Krauss &
Union Station
Nashville Bluegrass
Band
Alison Krauss &
Union Station
Dolly Parton
Steve Martin
The Steep
Canyon Rangers
Nashville
Bluegrass Band
Ricky Skaggs &
KY Thunder
Del McCoury
Band
Patty Lovelace
Chieftains
Chieftains
Steve Earle
Steve Earle
Carolina
Chocolate Drops
Bob Dylan
Emmylou
Harris
Nickel Creek
Levon Helm
The Civil Wars
American
a
2000-2004
Alison Krauss &
Union Station
Folk
1995-1999
Alison Krauss
Bluegrass
1990-1994
-
-
Levon Helm
Bonnie Raitt
-
-
-
Alison Krauss &
Robert Plant
Levon Helm
105. Billboard Top Artists
2002 to Today
Artist
Steve Ivey
Top Albums
Best of Bluegrass
20 Best of BG Gospel
Best of BG Gospel: Collector’s
Edition
Live
Lonely Runs Both Ways
Paper Airplane
Why Should the Fire
Die?
Reasons Why (The Very
Best)
This Side
Big Iron World
O.C.M.S.
Tennessee Pusher
All American BG Girl
One Step Ahead
The Storm Still Rages
Ricky Skaggs & KY
Thunder
Brand New Strings
Live at the Charleston
Music Hall
Instrumentals
The Wailin’ Jennys
Firecracker
Bright Morning Stars
Live at the Mauch Chunk
Opera House
Dailey & Vincent
Dailey & Vincent Sing
the Statler Brothers
Brothers from Different
Mothers
The Gospel Side of Dailey &
Vincent
Doyle Lawson &
Quicksilver
You Gotta Dig a Little
Deeper
He Lives in Me
Lonely Street
Alison Krauss & Union
Station
Nickel Creek
Old Crow Medicine Show
Rhonda Vincent
106. Key Bluegrass Record Labels
2003
2004
2005
2006
1
Rounder
Rounder
Rounder
Rounder
2
Sugar Hill
Gaither
Music Group
Sugar Hill
Welk
3
Time Life
Sugar Hill
Nettwerk
Hollywood
4
Sony
Music
5
Capitol
Universal
Gaither
Music Group Music Group
Madacy
Madacy
Source: Billboard
CMH
New Line
109. IBMA
Mission:
1. Connect and educate
2. Empower community
3. Encourage worldwide appreciation of BG music of yesterday,
today, and tomorrow
Customer Benefits:
1. Deliver info and education
2. Gather and distribute database of opportunities
3. Professionals perceive income and net growth have grown
due to IBMA
110. IBMA
Offerings
• Tips for:
–
–
–
–
–
–
–
–
–
Forming BG organization
Networking
Social Media
Pitching Songs
Traveling and Touring
Filing Taxes
Performing at different venues
Branding
Websites
• Legislative information regarding copyrights, royalties, etc.
• News about festivals and conferences
• Bluegrass Leadership society
111. Social Media
YouTube search results in millions
Country
Rock
Pop
Rap
Christian
Alternative
Easy Listening
Bluegrass
168
17.8
16.6
8.63
7.11
5.06
1.52
1.1
0
20
Number of
search results
40
60
80
100 120 140 160
112. Social Media
Google Search Results in Millions
Country
3,780
Pop
1,340
Rock
1,290
Christian
615
Alternative
434
Rap
Number of
Search Results
430
Easy Listening
347
Bluegrass
21.7
0
1000
2000
3000
4000
113. Social Media
Linked in Groups
300
250
251
200
150
100
50
0
112
101
# of
LinkedIn
Groups
88
41
38
17
7
114. Social Media
Facebook Genre Like Count
Rap
27,647
Rock
17,692
Pop
15,286
Country
10,255
Likes
Alternative
4,461
Bluegrass
420
Easy Listening
286
0
5000
10000
15000
20000
25000
30000
116. Ways to Increase Awareness
• Bombard the market-get the music and musicians
names out everywhere. Advertise, perform, connect
through social media, etc.
• Update websites-way too many BG websites are poorly
created and outdated including IBMA (the main
website for all of BG music!)
• Perform at venues that are not necessarily for just
BG, Go to festivals where target consumers may
typically go (Beerfest, community festivals, etc.)
• Check out IBMA’s tips on how to foster interest in
younger audiences
117. Ways to Increase Awareness
• Create a Bluegrass Music database accessible
online
• Include pages specific to:
•
•
•
•
•
Buy/sell music
Buy/sell instruments
Buy concert tickets
Get details of festivals
Chat with other BG
lovers
• Research historical BG
data
• Find original albums
• Even a BG dating site!
• Include translations for most common languages
around the world
Editor's Notes
There is also an excel sheet posted on capstone website with more of this type of data I want to look at.
