This is a presentation I made for my Digital Transformation course. The class was taught at Carnegie Mellon University by professor Michael D. Smith. In the presentation, I discuss how technology has transformed the role of record companies. I also discuss what record companies must do if they want to continue to add value.
Proposal for an Efficient Mobile Advertising Model Based on Foursquare DataHaris Krijestorac
In this presentation, I and 3 fellow Carnegie Mellon graduate students present our findings on Foursquare mayorships, and their diversity in location and venue type.
Using this data, we develop an efficient market model for mobile advertising on Foursquare and perhaps other platforms.
What is music marketing? | Virginie Berger, Don't believe the hype | MIDEM ex...midem
Music strategist and founder of marketing and promo agency Don't believe the hype's Virginie Berger explains why marketing is important for all artists. With case studies... and without exceptions!
Arts Reach: What is Your Vision for Delivering an Exceptional Patron Experience?AudienceView
All arts organizations struggle with the same ongoing challenge: How do we cultivate loyal patrons and develop future audiences? As technology like mobile and social continue to become more integrated into daily life, a multitude of new channels for patron engagement are introduced. In the wake of so many engagement options, it’s easy to lose sight of the forest for the trees.
With so many choices, it’s critical for arts organizations to begin by clearly defining their organizational vision. What is the ideal patron experience we strive to deliver? How can we stay true to this vision at each touch point with patrons and potential patrons? From your staff, to your website and social media presence, to your live events and your reputation in your local community, consistency and excellence are key. In this talk, we’ll discuss key considerations for defining and executing on your vision for delivering an exceptional patron experience -- from first engagement, to your event, and beyond.
Proposal for an Efficient Mobile Advertising Model Based on Foursquare DataHaris Krijestorac
In this presentation, I and 3 fellow Carnegie Mellon graduate students present our findings on Foursquare mayorships, and their diversity in location and venue type.
Using this data, we develop an efficient market model for mobile advertising on Foursquare and perhaps other platforms.
What is music marketing? | Virginie Berger, Don't believe the hype | MIDEM ex...midem
Music strategist and founder of marketing and promo agency Don't believe the hype's Virginie Berger explains why marketing is important for all artists. With case studies... and without exceptions!
Arts Reach: What is Your Vision for Delivering an Exceptional Patron Experience?AudienceView
All arts organizations struggle with the same ongoing challenge: How do we cultivate loyal patrons and develop future audiences? As technology like mobile and social continue to become more integrated into daily life, a multitude of new channels for patron engagement are introduced. In the wake of so many engagement options, it’s easy to lose sight of the forest for the trees.
With so many choices, it’s critical for arts organizations to begin by clearly defining their organizational vision. What is the ideal patron experience we strive to deliver? How can we stay true to this vision at each touch point with patrons and potential patrons? From your staff, to your website and social media presence, to your live events and your reputation in your local community, consistency and excellence are key. In this talk, we’ll discuss key considerations for defining and executing on your vision for delivering an exceptional patron experience -- from first engagement, to your event, and beyond.
Marketing for Artists: Best Practices for Fine Artists on Social Media Luke Joerger
A deck we presented for a group of fine artists to help them market themselves on digital platforms including Instagram, Pinterest, Facebook, Linkedin and YouTube. Includes best practices on increasing audience development, ROI, SEO, Likes, Followers, Engagement, Video best practices, AdWords and more!
Creative Digital Marketing for Musicians & SongwritersBrian Thompson
This is the outline I used for a presentation I gave at Songposium 2012 in Toronto, Ontario hosted by the Songwriters Association of Canada (SAC) on January 28, 2012.
For more information on music marketing techniques visit the Thorny Bleeder website.
Created by Brian Thompson from Thorny Bleeder and The DIY Daily.
http://www.thediydaily.com
http://www.thornybleeder.com
The BRIT Awards: Successfully Orchestrating a Social Media CampaignBrandwatch
World-leading content creation and design agency Somethin’ Else used Brandwatch Analytics to manage, segment and monitor millions of mentions for the biggest event in the UK music calendar, The BRIT Awards.
Ishq Naam Ke Guzre The Ek Buzurg, Hum Log Bhi Mureed Usi Silsile Se Hai.
Ever heard Valentine’s Day is western culture? That we Indians should not indulge in it? Ever heard society shame someone or put up religious or cultural rulings to stop people from observing this day?
Do you really think you are the only one affected?
Well, won’t say we have come up with a solution, but maybe a Desi version of Valentine’s Day! Maybe our culture does not permit observing a day for love, but what about our very own Ishq?
On 16th of February (yeah, post valentine’s day, parents won’t object this way you know ;)), Asim Khan, the founder of “The 1988 Company” is organizing an event at Indian Islamic Cultural Centre for the purpose of celebrating love. And not merely to celebrate love, but to quench the thirst of lovers that the society quite rightfully bans. “Jashn-e-Ishqa” is not merely for lovers, it is for all kinds of Aashiq, as we try to bring together today’s youth with our culture. Ishq is something very intrinsic to the Indian society. Amongst relations, friends, hidden behind that casual verbal fight, all we can see is Ishq.
On 16th of February, we bring together all the different cultures and colors of Indian society under a single umbrella. The idea is not merely merry making of couples, but the enjoinment of Indian youth with the Ishq of our very Indian culture.
To be more precise, we would celebrate the Ishq in the form of Poetry, Story Telling, Sufi Music, Painting and Photography exhibitions, and a Panel Discussion on Love.
The 1988 Company hopes to reach the hearts of live audience by this event and to write a history in the name of Jashn-e-Ishqa in the world backed by love.
And if someone tells you love is something to be hidden behind a curtain, behind a closed door, given them a peg on cheek, a tight hug and let them revel in the mysteries of love!
Music Success Teleseminar Series - Social Media Mastery: Tools & DiscourseAriel Publicity
Register here for the Social Media Mastery 9-Week Course:
http://arielpublicity.com/9weekcourse/
In this call we will talk about:
- What Musicians Do Online vs. What Expert Marketers Do Online and How You Can Become an Expert Marketer Quickly
- Who is Currently Using Social Media and What Drives Them
- WWW = What Went Wrong: Common Mistakes Being Made By Musicians Online
- Marketing Basics 101. You’ll be Surprised as What Really Works
- How to REALLY Use Facebook and Twitter to Effectively Promote Your Music and Brand
- Top 5 Social Media Sites Every Musician Should Be On
Today’s consumers have a natural adBlock. Whether you believe it or not, brands aren’t always relevant to their lives. Our job as marketers is to identify moments that matter for the brands we represent and to create conversations around those moments. In our two and three screen world, leveraging current events on social media in real-time can be a powerful platform to kick start these conversations. Check out MMI Agency's framework for properly planning and executing!
Marketing for Artists: Best Practices for Fine Artists on Social Media Luke Joerger
A deck we presented for a group of fine artists to help them market themselves on digital platforms including Instagram, Pinterest, Facebook, Linkedin and YouTube. Includes best practices on increasing audience development, ROI, SEO, Likes, Followers, Engagement, Video best practices, AdWords and more!
Creative Digital Marketing for Musicians & SongwritersBrian Thompson
This is the outline I used for a presentation I gave at Songposium 2012 in Toronto, Ontario hosted by the Songwriters Association of Canada (SAC) on January 28, 2012.
For more information on music marketing techniques visit the Thorny Bleeder website.
Created by Brian Thompson from Thorny Bleeder and The DIY Daily.
http://www.thediydaily.com
http://www.thornybleeder.com
The BRIT Awards: Successfully Orchestrating a Social Media CampaignBrandwatch
World-leading content creation and design agency Somethin’ Else used Brandwatch Analytics to manage, segment and monitor millions of mentions for the biggest event in the UK music calendar, The BRIT Awards.
Ishq Naam Ke Guzre The Ek Buzurg, Hum Log Bhi Mureed Usi Silsile Se Hai.
Ever heard Valentine’s Day is western culture? That we Indians should not indulge in it? Ever heard society shame someone or put up religious or cultural rulings to stop people from observing this day?
Do you really think you are the only one affected?
Well, won’t say we have come up with a solution, but maybe a Desi version of Valentine’s Day! Maybe our culture does not permit observing a day for love, but what about our very own Ishq?
On 16th of February (yeah, post valentine’s day, parents won’t object this way you know ;)), Asim Khan, the founder of “The 1988 Company” is organizing an event at Indian Islamic Cultural Centre for the purpose of celebrating love. And not merely to celebrate love, but to quench the thirst of lovers that the society quite rightfully bans. “Jashn-e-Ishqa” is not merely for lovers, it is for all kinds of Aashiq, as we try to bring together today’s youth with our culture. Ishq is something very intrinsic to the Indian society. Amongst relations, friends, hidden behind that casual verbal fight, all we can see is Ishq.
On 16th of February, we bring together all the different cultures and colors of Indian society under a single umbrella. The idea is not merely merry making of couples, but the enjoinment of Indian youth with the Ishq of our very Indian culture.
To be more precise, we would celebrate the Ishq in the form of Poetry, Story Telling, Sufi Music, Painting and Photography exhibitions, and a Panel Discussion on Love.
The 1988 Company hopes to reach the hearts of live audience by this event and to write a history in the name of Jashn-e-Ishqa in the world backed by love.
And if someone tells you love is something to be hidden behind a curtain, behind a closed door, given them a peg on cheek, a tight hug and let them revel in the mysteries of love!
Music Success Teleseminar Series - Social Media Mastery: Tools & DiscourseAriel Publicity
Register here for the Social Media Mastery 9-Week Course:
http://arielpublicity.com/9weekcourse/
In this call we will talk about:
- What Musicians Do Online vs. What Expert Marketers Do Online and How You Can Become an Expert Marketer Quickly
- Who is Currently Using Social Media and What Drives Them
- WWW = What Went Wrong: Common Mistakes Being Made By Musicians Online
- Marketing Basics 101. You’ll be Surprised as What Really Works
- How to REALLY Use Facebook and Twitter to Effectively Promote Your Music and Brand
- Top 5 Social Media Sites Every Musician Should Be On
Today’s consumers have a natural adBlock. Whether you believe it or not, brands aren’t always relevant to their lives. Our job as marketers is to identify moments that matter for the brands we represent and to create conversations around those moments. In our two and three screen world, leveraging current events on social media in real-time can be a powerful platform to kick start these conversations. Check out MMI Agency's framework for properly planning and executing!
Value comes from physical product Sharing is discouraged - you need to give away the physical product, which means you need a new one If you like the record and played it a lot, it would wear out
Limited storage space means you need to pick and choose what to stock As a result, people stocked whatever had the highest probability of selling, which were the hits Job of record companies was to find the artists that could be marketed to a mass audience. They would push this music until it became a hit. Artists NEEDED these companies to distribute their music.
Means of supply go digital and get cheaper. This means both digital cataloguing (Amazon), as well as making music a digital product (iTunes) Means of music creation gets put into the hands of consumers - example is Garageband, Reason, and other programs Since transactions go digital, suppliers can collect data to create personalized recommendation systems
- Less costly means of supply and cataloguing means potential for supply - Cheaper means of production means more people filling in this higher potential for supply - Recommendation systems ensure that the demand is created to match this supply
Case studies on how to deal with the realities of he digital transformation in the music industry
- Radiohead Released Album ‘In Rainbows’ under this model - People can currently pay either $19.99 or 0. No one who doesn’t want to pay $19.99 will buy it anyway. People might want to pay more. Without ‘pay what you want’, you miss out on this whole chunk of demand!
- Physical CD doesn’t need to die, it just needs to be rebranded - Knowing that the CD is no longer a mass product (it’s for the real fans), record companies should ADD value to the CD - Radiohead is famous among their fans for interesting album art and packaging. - Should create special edition versions of albums with added value, sold at a premium price
- Serj Tankian creates a community around his website. Gets lost of engagement & eyeballs which he converts into sales. - Website acts as a ‘freemium’ product, where if you buy the CD you get a promotional code that gives you exclusive access to the website
- Grateful Dead were an improvisational band founded in 1964. They proved that you can be financially successful band without significant album sales. - They had hundreds of albums, but most were bootleg recordings by fans that were shared and given away for free. - They made the live experience something special. Songs were never played the same way twice. - PROOF THAT REVENUE FROM ‘ADDED VALUE’ (not CD) IS SUSTAINABLE REVENUE SOURCE
- Giving away the music used to be the end goal - Now anyone can get their hands on this music for free… We don’t NEED record companies to help us get the music. - At the same time, music can be spread more easily than ever! More music is being produced than ever! - Record companies can leverage this ecosystem by leveraging the music as a marketing tool, not a sale
Record companies need to deal with these realities: - Consumers pay what they want - Need to add value to the physical product, and seek sales from other venues Is this sustainable? YES, if the record companies are successful at implementing the two aforementioned strategies.
- Record companies will be successful if they are successful at Right now the successful artists who implement these strategies are doing it themselves. They should focus on their art not this. If a record label does a good job of this, the artist will stay with him/her. Record companies need to advertise themselves based on the value they add to the artist. They are no longer the only way for artists to sell their music.
- Record companies must nurture fans to gave them incentive them to pay more for an album
- Music is an easily digitized product - supplying is easily digitized, creation is digitized, and recommendations systems match supply and demand