Coteries - mobile application for musicians / Musiksymposium Zürich 2013
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Music industry reached a turning point in 2012, with the increase of its global sales, mostly due to digital. Smartphones are everywhere and mobile applications of a new, interactive way to strenghten the relationship with fans. Many musicians are planning a mobile application, mostly a simple aggregation of content already available on the web. How about leveraging mobile application to offer fans something more, something exclusive... a feed of exclusive, authentic content?
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Coteries - mobile application for musicians / Musiksymposium Zürich 2013
- 1. Sébastien Flury - CEO seb@coteries.com +41 78 822 96 47 Musiksymposium, Zürich 12th September 2013 Mobile apps = a new way to strenghten artist-to-fans relationship
- 2. Application Features Turning point in music industry Music stores, Streaming services Facebook, Twitter, Instagram, Youtube, Spotify, etc.
- 3. Time to regain control & consolidate Mobile apps = next music distribution system Everyone is planning an app
- 5. Artist’s full universe Authentic & exclusive feed of content
- 9. Free access Premium membership for exclusivity & experience 3rd party advertising
- 11. Community ownership NEW REVENUE STREAM More engagement Better knowledge of fans
- 12. www.coteries.com info@coteries.com +41 78 822 96 47 Questions?
Editor's Notes
- GrüessechmitenandMein Name istSébastien Flury und ich bin Mitgründer und CEO von Coteries. MeinePräsentationwerdeichaber auf Englischmachen, alsichbequemerfühle. We’ve launched the mobile application of Bastian Baker in July. I’ll explain you how we see mobile applications as a new way to engage fans.
- The small increase in global music sales from last year was due to new digital channels. I think that’s probably a turning point for the music industry!After the downloading era, free or paid, more and more people streammusic, as it was discussed this morning during the panel. Streaming is amazing for listening and for discovering music. But it doesn’t allow a direct interaction between a musician and his fans. Artists use social platforms such as Facebook or twitter to communicate with their fans. But musicians are dependent. Their own fans’ community doesn’t belong to them. For instance, Facebook owns your community of fans and you need to pay to distribute your content to your fans, once you’ve reached a certain fan page’s size.
- But there’s a great news! Smartphones are everywhere and mobile apps offer a new way to interact with fans. They represent an easy-to-use and simple communication channel to distribute all sorts of content.Apps are widely seen as a new music distribution system, as illustrated by Jay-Z Magna Carta app, back in June. Lady Gaga also announced that her new album will be coupled with an app. And many more artists are planning an app!
- But what kind of mobile app do musicians build?They use Do-It-Yourself platforms and use it only as a promotional tool. Most solutions simply aggregate the different services you already find on the web. Or they send you to iTunes to buy and listen to music.OK… but what’s the business model there? As an artist, you just buy a service. You pay to have your own promotional mobile app.But how can you really leverage the potential of mobile apps to give fans what they want AND generate new revenues?
- The mobile app we’ve launched with Bastian Baker demonstrates the revolutionary business model we are offering.Fans join the community and enter the world of the artist. They get 3 songs for free. If they want to listen the album or get exclusive content, they have to unlock premium content, like in mobile games. Premium fans subscribe to a feed of content. Content that they won’t find elsewhere, and that will evolve over time.They’ll get access to various performances, recording of concerts, videos, live TV, and so on.
- Fans can discover the lyrics while listening to music, which is downloaded in the app (and only available in the app). They can also watch the related video clip or stream music on the their stereo system or TV, if the have an Airplay device.
- What’s accessible for free? Fans can discover events, follow the news and follow other fans, discover popular posts or most active fans. They can also access social media channels of the artist without leaving the app.
- Fans discover every event of the artist, like concerts, showcases, TV interviews, etc. They can also book their concert ticket in the app!Where do land most pictures taken by fans during concerts? They often stay in their own phone and sometimes are shared among their Facebook friends. Meaning that if I’m not connected to you on Facebook, I can’t access the pics of the artist you’ve taken during the concert… We encourage fans to share content within the community of the artist, which you can like, comment, repost… in the app, or to your friends who still don’t have the app by now, on Facebook or twitter.
- But let’s come back to the business model.App is free for every user. They get everything that is not exclusive.Fans going premium get access to the exclusive feed of content, like songs, videos, etc.. Price of the yearly subscription has been set to CHF 8.-.As the community is owned by the artist itself, he’s free to do what he want. However, we will introduce advertising selectively and carefully, without annoying fans. The idea is to propose smart advertising activities which can increase engagement in the community and potentially generate more users, more downloads.
- How do we work with artists?First of all, we’d like to be a long term partner of the artist. We take care of every technical aspect of the app. Moreover, we are constantly adding new features.We invest in the mobile application of artists with a large or fast growing community of fans. We share the revenues generated by and through the mobile application with the artist. 60% for the artist, 40% for Coteries.Finally, we get paid by the fans’ community, not by the artist directly!
- To summarize, what are finally the advantages for a musician to launch his own application with Coteries?He’s taking back the ownership of his community of fansHe can increase engagement of his fansHe gets a better knowledge of his fansAnd finally, he’s getting a NEW revenue stream. It doesn’t cannibalize any music sales. Artist is selling both exclusivity and experience to his fans.
- Do you have any questions?