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.

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. 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. 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. Anderson Jones PR
WHAT WE’VE LEARNEDTHE ONLINE MUSIC LANDSCAPE:
Consumer music trends
DAVID MITCHELL MUSIC

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. Anderson Jones PRDAVID MITCHELL MUSIC
THE RETURN OF VINYL
Quality
Nostalgia
Collectible
Artist Control

7. Anderson Jones PRDAVID MITCHELL MUSIC
TOP SELLING VINYL OF 2014

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. Anderson Jones PRDAVID MITCHELL MUSIC
TO STREAM OR NOT TO STREAM
Visibility versus Profitability

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. 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. Anderson Jones PRDAVID MITCHELL MUSIC
TO VIDEO OR NOT TO VIDEO
Engagement versus Profitability

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. Anderson Jones PRDAVID MITCHELL MUSIC
TO RADIO OR NOT TO RADIO
Air Play versus Profitability

15. Anderson Jones PRDAVID MITCHELL MUSIC
THE RADIO BUSINESS MODEL
RADIO: (including Sirius)
18¢ per radio play
COLLEGE RADIO:
6¢ per radio play

16. Anderson Jones PRDAVID MITCHELL MUSIC
STREAMING CONCERTS

17. Anderson Jones PR
WHAT WE’VE LEARNEDCREATIVE CASE STUDIES:
How musicians market their music online
DAVID MITCHELL MUSIC

18. Anderson Jones PRDAVID MITCHELL MUSIC
CROWD-FUNDING
Backers get exclusive content
24,883 backers for her album
$1,192,793 pledged

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. 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. 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. Anderson Jones PRDAVID MITCHELL MUSIC
BRANDS THAT OWN RECORD LABELS

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. Anderson Jones PRDAVID MITCHELL MUSIC
MUSIC LICENSING FOR MARKETERS
Align yourselves with marketing, content and advertising agencies
Submit music samples to licensing sites

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. Anderson Jones PR
WHAT WE’VE LEARNEDTHE SOCIAL MEDIA LANDSCAPE:
How people engage with each other today
DAVID MITCHELL MUSIC

27. Anderson Jones PRDAVID MITCHELL MUSIC
PEER-TO-PEER SHARING

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. Anderson Jones PRDAVID MITCHELL MUSIC
PEOPLE ARE TALKING WITHOUT YOU

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. Anderson Jones PRDAVID MITCHELL MUSIC
HASHTAGS FIND YOUR “TRIBE”

32. Anderson Jones PRDAVID MITCHELL MUSIC
GROUPS FIND YOUR “TRIBE”

33. SOCIAL CONTENT CONNECTS IN SEARCH
Anderson Jones PR
SOCIAL MEDIA CONTENT
Feeds Through
DAVID MITCHELL MUSIC
YOU & YOUR MUSIC

34. Anderson Jones PR
WHAT WE’VE LEARNEDTHOUGHT LEADERSHIP FOR EDUCATORS:
The new approach to “publish or perish”
DAVID MITCHELL MUSIC

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. Anderson Jones PRDAVID MITCHELL MUSIC
SOCIAL INFLUENCE RANKINGS

37. Anderson Jones PR
WHAT WE’VE LEARNEDQUESTIONS TO ASK YOURSELVES:
Match your actions to your goals
DAVID MITCHELL MUSIC

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. Anderson Jones PRDAVID MITCHELL MUSIC
THANK YOU
Dr. David Mitchell
@music_comp
Jennifer Jones, APR
@jonesyjen
david@davidmitchellmusic.com jennifer@andersonjonespr.com