The document discusses the changing music industry landscape and new strategies for artists. It notes that the traditional record label model is broken as CD sales have collapsed. However, music consumption is high and new digital channels are expanding. The document outlines new approaches for artists to make money, including crowdfunding, merchandise, publishing, touring, sponsorships, and developing their own digital products/services. It emphasizes directly engaging fans through social media and events. Artists are encouraged to collaborate and control their own careers across multiple revenue streams in the new music ecosystem.

1. The Future of Music
Marketing
Strategies
Dave Kusek
Senior Partner
Digital Cowboys

2. Broken
Model
The label model is no longer dominant.
CD sales have collapsed.
Financial model based on recording is
broken.
Profitable touring can be a challenge.
New music businesses can be successful.
An collaborative approach is needed.
© 2013 David Kusek

3. The
Traditional
Music Business
+ Recording
+ Writing
+ Performing
+ Licensing
© 2012 David Kusek

4. How Musicians
make Money
Connect with an Audience
✦Perform - touring
✦Write songs - publishing
✦Sell songs - recording
✦Sell Merchandise
© 2012 David Kusek
2013

5. The Good News:
People love music
We just can’t get enough.
Music consumption is at an all time high.
More music is being produced each day.
Illegal music channels are drying up.
Legal digital channels are expanding.
© 2013 David Kusek

6. The Bad News:
Recorded music is no
longer the driving
force
New ways of thinking about music and
commerce are required.
Economic engine of the past 70 years
has run out of fuel.
This is a big change for the entire music
ecosystem.
© 2012 David Kusek

7. A band this big will never happen again.
© 2013 David Kusek

8. Obscurity is the
Enemy
Exposure
Discovery
Community
Revenue

9. New Artist Ecosystem
© 2013 David Kusek

10. Alex Day
Go to Market Strategy
Determination
Focus
Big Ideas
Creative Thinking
Cultivating Fans
Fearlessness

11. Direct to Fan via YouTube

12. The Power of YouTube

13. Social Marketing
YouTube
Twitter
Facebook
Appearances
Personal Interaction

14. Crowd Funding
Digital Patronage
✦ Kickstarter
✦ Indiegogo
✦ Pledgemusic

15. Amanda Palmer
Fan Base of 500K+
$1.2 million raised on
Kickstarter
© 2013 David Kusek

16. Active
Engagement
Social Media
Twitter
Facebook
YouTube
Touring

17. Pragmatic
Crowdfunding

18. Touring
Profitably
Clubs and concerts
House parties
Digital events
Route Mapping
Discovery
© 2013 David Kusek

19. Audience Sourcing

20. Publishing & Licensing
Licensing Songs
Syncs / Games
Name and Likeness
Endorsements
Sponsorships
Entrepreneurial ventures
Stability
© 2013 David Kusek

21. The power of media is still with us

22. Merchandising
Clothing
Lifestyle products
Food
Collectibles
Jewelry
© 2013 David Kusek

23. The
New Merch

24. New Digital Products
Mobile apps
Wearable
Interactive video
Collections
Events
Episodes
© 2012 David Kusek

25. © 2012 David Kusek

26. New Artist Ecosystem
Connect directly with your fans.
Create a business around yourself.
Own your masters and publishing.
Secure sponsors to generate cash.
Purchase the services you need.
Use interactive integrated marketing.
Create multiple revenue streams.
Control your career.

27. New Areas of Opportunity
Direct to Fan Branding
Interactive Marketing Artist Management
Curation/Discovery Licensing
Analysis/Data Digital Events
Distribution Merchandise
Artist Networks Artist Services
Streaming Education
Digital Products Soundtracks
Games Sponsorships
Mobile Apps Collaboration
© 2013 David Kusek

28. Businesses to watch
Apple Pitchfork
Bandcamp Rdio
Bandzoogle Reverbnation
Live Nation Labs Rightsflow
CD Baby Songkick
Echonest Swarm.fm
Frontline Spotify
Google Timbre
Mobile Roadie Ticketfly
Daisy Topspin
Next Big Sound Viinyl
Pandora We7
© 2013 David Kusek

29. We must
collaborate
to create a
healthy
future.
© 2012 David Kusek

30. How can
we help
you?
Dave Kusek
Digital Cowboys
dkusek@digitalcowboys.com
@davekusek
digitalcowboys.com
© 2013 David Kusek