This document discusses new strategies for music marketing and distribution in the digital age. It argues that terrestrial radio is declining while new opportunities exist in wider digital distribution, engaging social media platforms, building fan relationships through websites and e-mail lists, and generating live performance revenue through merchandise sales. The key is focusing on fan engagement across multiple channels to build brands and drive organic growth.

2. STROUDAVARIOUS RECORDS
BAMA JAM RECORDS
COUNTRY CROSSING RECORDS

3. STROUDAVARIOUS RECORDS
BAMA JAM RECORDS
COUNTRY CROSSING RECORDS
A NEW DIRECTION IN MARKETING

4. 1. OUR BUSINESS MODEL IS BEING CHALLENGED
2. WIDER MUSIC DISTRIBUTION
3. NEW FEATURE RICH WEBSITES
4. SOCIAL MEDIA
5. LIVE PERFORMANCE REVENUE
6. CONCLUSION

5. 1. OUR BUSINESS MODEL IS BEING CHALLENGED
CONSUMPTION IS AT AN ALL TIME HIGH.
VALUE AND REVENUE ARE AT ALL TIME LOWS.

6. BUT
THIS IS NOT ABOUT THEFT OF MUSIC.
THIS IS NOT ABOUT MAJOR LABELS LORDING OVER THE
BUSINESS.
THIS IS ABOUT REACHING THE PUBLIC, AND GIVING MORE.

7. TERRESTRIAL RADIO IS A DYING MEDIUM FOR MUSIC.
R
A
D
I
O
THE STATIONS ARE OVER-LEVERAGED, OR IN BANKRUPTCY, AND THEY'RE
CUTTING BACK INFRASTRUCTURE AND BANKING ON TWENTY PLUS
MINUTES OF COMMERCIALS PER HOUR.
YOU'RE SUPPOSED TO DOUBLE DOWN AND INNOVATE IN A CRISIS.
BUT TERRESTRIAL RADIO HAS DONE JUST THE OPPOSITE.
IT'S DYING, AND IT WILL NEVER COME BACK.

8. IN A WORLD WHERE NO ONE EXPERIENCES A COMMERCIAL
THEY DON'T WANT TO;
DO YOU REALLY EXPECT PEOPLE TO LISTEN TO WHAT YOU TELL
THEM AND BE SOLD TO EVERY THIRD MINUTE?
YOU'RE DREAMING!

9. ACCORDING TO THE NEW YORK TIMES
"OVER THE LAST 10 YEARS, THE AVERAGE SHARE OF AMERICANS
LISTENING TO RADIO AT ANY GIVEN TIME HAS SHRUNK 14 PERCENT, AND
WILL CONTINUE TO DECLINE.”
RADIO WILL BE ABOUT NEWS AND TALK, THOSE ELEMENTS THAT ARE
IMMEDIATE. MUSIC'S BEEN RECORDED PREVIOUSLY, THERE'S NO
URGENCY TO SIT THROUGH THE B.S. TO HEAR WHAT YOU WANT.

10. JUST BECAUSE OUR MEDIA BASE AND BDS NUMBERS ARE GOOD,
THAT DOES NOT TRANSLATE INTO SUCCESS ANYMORE.
WE CAN PROVE THAT MAJOR LABELS REALLY CAN BREAK ARTISTS WITH
NON-TRADITIONAL MEANS.

11. THE DIGITAL AGE OF THE MUSIC BUSINESS IS IN FULL EFFECT.
WE MUST ENRICH THE EXPERIENCE AND RELATIONSHIP
BETWEEN ARTIST AND CONSUMER.
TODAY’S DIGITAL SUCCESS WILL BE ALL ABOUT
ENGAGEMENT.

12. 2. WIDER MUSIC DISTRIBUTION
WE LIVE IN THE BEST ERA FOR MUSIC CREATION
AND DISTRIBUTION IN THE HISTORY OF
MANKIND.

13. FOR THE VERY FIRST TIME EVER, WE CAN KNOW WHO OUR
AUDIENCE IS. WE CAN COLLECT THE E-MAIL ADDRESS OF
EVERYBODY WHO LIKES THE MUSIC.

14. WE WILL "HARVEST" E-MAIL ADDRESSES, SO WHEN WE GO ON TOUR
AND WE'VE GOT SOMETHING TO SELL, WE CAN
ALERT THE FANS!
NOT ALL OF THE ADDRESSES WILL BE VALID, BUT IF THEY'RE TRULY
FANS, THEY'LL LOVE IT IF WE CONTACT THEM IN THE FUTURE
ABOUT RELATIVE INFORMATION.

15. WE NEED TO OFFER UP FREE DOWNLOADS OF THE
MATERIAL IN EXCHANGE FOR E-MAIL ADDRESSES AND
DEMOGRAPHIC INFORMATION.
WE CAN COLLECT THIS INFORMATION AND USE IT TO MARKET
TOWARD FANS LATER.

16. WE ARE, FOR ALL INTENSIVE PURPOSES, BETTER OFF
SELLING AN MP3 THAN A CD.
THE MP3 MIGHT BE ABLE TO BE DELETED WITH A CLICK, BUT IT CAN
ALSO BE PUT INTO A PLAYLIST, E-MAILED TO FRIENDS, ADDED TO PROFILES,
MADE A RINGTONE, AND SHARED FROM PEER-TO-PEER.
WITH THIS DISTRIBUTION NOT ONLY CAN NEW FANS BE MADE, BUT
YOU HAVE A GREATER POSSIBILITY OF LONGEVITY.

17. Technology is morphing how content is being distributed and
fans are constantly yearning for additional channels to
consume their favorite artists.

18. OUR GOAL SHOULD BE TO GET ON AS MANY IPODS AS POSSIBLE,
IRRELEVANT OF WHETHER THE SONGS WERE PAID FOR OR NOT.
THE VIRAL IMPACT WILL GENERATE A
LARGER FOLLOWING.

19. 3. NEW FEATURE RICH WEBSITES

20. WEBSITES GROW BY WORD OF MOUTH.
WORD OF MOUTH HAD A MORE DIFFICULT TIME IN THE PAST. YOU
HAD TO SAVE UP FOR AN ALBUM, GET TO THE STORE, (ALWAYS
DIFFICULT IF YOU DON'T HAVE A DRIVER'S LICENSE), AND THEN GET
SOMEONE TO COME TO YOUR HOUSE TO HEAR THE MUSIC.
THIS WAS NOT ONLY BEFORE VIDEO GAMES, DVDS, AND CABLE TV
COMPETED FOR ATTENTION, BUT BEFORE TENS OF THOUSANDS OF
PEOPLE WERE MAKING AND DISTRIBUTING MUSIC.

21. IF YOU CAN GET SOMEONE TO SPREAD YOUR
MUSIC ONLINE, YOU DON'T HAVE A
CRIMINAL....
YOU HAVE A DIE-HARD FAN.

22. GETTING TRAFFIC TO EACH WEBSITE IS ONLY HALF THE BATTLE;
ONCE THOSE HIGHLY COVETED VISITORS GET THERE, WE BETTER
MAKE SURE SOMETHING STICKS.
CONVERTING TRAFFIC INTO REGULAR READERS, EMAIL SIGNUPS,
DOWNLOADS AND SALES ARE THE ULTIMATE GOALS IN OUR
MARKETING EFFORTS.

23. A MUSICIANS WEBSITE IS COMPLETELY DIFFERENT THAN YOUR NORMAL RUN
OF THE MILL CORPORATE OR BUSINESS WEBSITE.
RULES OF USABILITY AND STANDARDS COMPLIANCE GO OUT THE WINDOW
IN FAVOR OF CREATIVITY AND INNOVATION.
GREAT EXAMPLES:
THE ARCTIC MONKEYS
STROKES
MIA
INTERPOL

24. The Arctic Monkeys

25. The Strokes

26. MIA

27. Interpol

28. WE MUST UPDATE THE SITES EVERY DAY
-FLIP VIDEOS
-DAILY BLOGS
-CONTESTS
-FAN FORUMS
-ETC.
GIVE PEOPLE A REASON TO KEEP COMING
BACK.

29. 4. Social Media Outlets

30. Social Media Outlets are fast becoming distribution hubs for
content, given consumers’ propensity to share content, links,
and networks.
Now people can......
Copy and paste links in seconds
Direct Message MP3's
Tweet about a show
Become a fan on Facebook
Swap play lists
AND MORE

31. GRASS ROOTS + EXPOSURE ON THE INTERNET =
ORGANIC GROWTH
EXAMPLE FROM THE BLACKBERRY
SMOKE FACEBOOK PAGE
“Spreading the word”
“Keep Me Updated”
“I’m bringing 15 friends to the show”

32.
5. LIVE PERFORMANCE REVENUE

33. WITH EACH ARTIST, WE HAVE THE POTENTIAL TO ESTABLISH A REAL
BRAND.
THE CHEAPER WE MAKE THE MERCH, THE EASIER WE SELL IT.

34. CONSUMERS ARE WALKING BILLBOARDS,
WITH CREDIBILITY!
WE SHOULD WANT EVERY FAN TO
OWN A T-SHIRT, PRACTICALLY GIVE
THEM AWAY.

35. WE SHOULD SELL VYNYL, IT CAN’T BE STOLEN OR TRADED.
IT HOLDS COLLECTOR VALUE.

36. 6. CONCLUSION
WE MUST RECOGNIZE THAT THE KEY TO SUCCESS LIES IN
INTERACTING WITH THE FANS AS MUCH AS POSSIBLE.
WITH THAT SAID, WE MUST INVEST IN ALL PARTS OF THE ARTIST’S CAREER
IN A MORE ROBUST WAY.

37.
REVENUE WILL COME FROM RECORDED MUSIC SALES, LIVE GIGS, MERCH,
AND ANY SPONSORSHIPS, ENDORSEMENTS, AND ADVERTISING.
WE WILL KNOW IF WE ARE SUCCESSFUL BASED ON
OUR TICKET COUNT AND MERCH NUMBERS.

38. WE WILL NEED TO FOCUS ON
Web Promotion
Fan-relationship management
Digital distribution
Social-media marketing
Direct-to-fan e-commerce
Fan-behavior measurement
Web-site hosting
Concert booking
Promotion