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Marketing Music 2.0
     The New Improv
           Charles McEnerney
 •Marketing, Public Relations, and Social Media
   • Host + Producer, Well-Rounded Radio
      • Founder, Musicians for Music 2.0
Well-Rounded Radio
• Podcast series of in-depth
 audio interviews with
 musicians from every genre
 and music industry thought
 leaders.
• wellroundedradio.net
Musicians for Music 2.0
• A new idea for funding music
 tastemaking web sites and
 technologies and create a
 better ecosystem for
 tastemakers and musicians.
• musiciansformusic2.com
Music 2.0

• There’s a decreasing need for
 (and existence of) record
 labels, radio stations, music
 press, and record stores.
Music 2.0

• Musicians now have direct
 conduits to their fans, selling
 music and merchandise
 directly to them or receiving
 funding from them.
Music 2.0

• The model of the last 60
 years of the majority of
 musicians making money
 from selling physical product
 is going away.
Music 2.0

• Musicians are now looking to
 make a living from live
 performances, merchandising,
 licensing, and patronage.
Music 2.0
• Music fans have an unlimited
 supply of free music.
• Everyone is now a critic:
 giving a song/artist 10
 seconds to see if it holds
 their interest.
Music 2.0
• Up and coming musicians are
 now challenged with how to
 compete with all this music
 and reach their audiences, so
 they can turn their art into a
 business.
Marketing Music 2.0
• Independent musicians are
 utilizing social media to build
 real-time relationships with
 fans.
• Maybe not called marketing,
 but...
Marketing Music 2.0

• They are using Facebook,
 Twitter, Myspace, video,
 podcasts, etc. to keep their
 fans in the loop at every step
 of the way...
Marketing Music 2.0

• ...from funding to writing to
 recording to touring.
• Fans get a very up-close look
 at the life of creative artists.
Marketing Music 2.0

• Musicians are benefiting from
 being more entrepreneurial
 and strategic when asking for
 patronage or sales of other
 products.
Marketing Music 2.0

• Can they follow a freemium
 model, giving away music for
 free and having 10-20% of
 fans buy/donate to help them
 make “a middle class living?”
Case 1: Jill Sobule

• Jill asked her fans to help her
 fund her album. Aimed for
 70K, raised 90K, and received
 national press for her idea.
Case 2: Erin McKeown

• Erin did a series of concerts
 from her home in western
 Mass, streamed live to paying
 subscribers to fund her new
 record.
Case 3: Amanda Palmer

• Amanda raised 19K over a
 weekend using Twitter,
 auctioned items from her
 house and donations for
 private performance.
Case 4: David Bazan

• David raised money through
 living room shows around the
 country and sold t-shirts
 online to raise money for a
 new touring van.
The lines have blurred
• Making music plus making
 money also equals smart
 marketing.
• Artists are improvising how
 they manage their own
 brands and careers.
Music 2.0

• Now, more than ever, your
 music has to be “great” to
 capture people’s attention,
 they can tell others, and
 artists can grow an audience.
We are the marketing

• Word of mouth has always
 been the most powerful
 marketing, but now all of us
 are central to helping artists
 get “discovered.”
We are the marketing
• If you have a favorite musical
 artist, tell five friends you
 know who will love them,
 too.
• Who would they trust more?
Thank you!
     Charles McEnerney
  charlie@wellroundedradio.net
        @wellroundedradi
facebook.com/charlesmcenerney
linkedin.com/in/charlesmcenerney

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Music 2.0 For Boston's #140conf

  • 1. Marketing Music 2.0 The New Improv Charles McEnerney •Marketing, Public Relations, and Social Media • Host + Producer, Well-Rounded Radio • Founder, Musicians for Music 2.0
  • 2. Well-Rounded Radio • Podcast series of in-depth audio interviews with musicians from every genre and music industry thought leaders. • wellroundedradio.net
  • 3. Musicians for Music 2.0 • A new idea for funding music tastemaking web sites and technologies and create a better ecosystem for tastemakers and musicians. • musiciansformusic2.com
  • 4. Music 2.0 • There’s a decreasing need for (and existence of) record labels, radio stations, music press, and record stores.
  • 5. Music 2.0 • Musicians now have direct conduits to their fans, selling music and merchandise directly to them or receiving funding from them.
  • 6. Music 2.0 • The model of the last 60 years of the majority of musicians making money from selling physical product is going away.
  • 7. Music 2.0 • Musicians are now looking to make a living from live performances, merchandising, licensing, and patronage.
  • 8. Music 2.0 • Music fans have an unlimited supply of free music. • Everyone is now a critic: giving a song/artist 10 seconds to see if it holds their interest.
  • 9. Music 2.0 • Up and coming musicians are now challenged with how to compete with all this music and reach their audiences, so they can turn their art into a business.
  • 10. Marketing Music 2.0 • Independent musicians are utilizing social media to build real-time relationships with fans. • Maybe not called marketing, but...
  • 11. Marketing Music 2.0 • They are using Facebook, Twitter, Myspace, video, podcasts, etc. to keep their fans in the loop at every step of the way...
  • 12. Marketing Music 2.0 • ...from funding to writing to recording to touring. • Fans get a very up-close look at the life of creative artists.
  • 13. Marketing Music 2.0 • Musicians are benefiting from being more entrepreneurial and strategic when asking for patronage or sales of other products.
  • 14. Marketing Music 2.0 • Can they follow a freemium model, giving away music for free and having 10-20% of fans buy/donate to help them make “a middle class living?”
  • 15. Case 1: Jill Sobule • Jill asked her fans to help her fund her album. Aimed for 70K, raised 90K, and received national press for her idea.
  • 16. Case 2: Erin McKeown • Erin did a series of concerts from her home in western Mass, streamed live to paying subscribers to fund her new record.
  • 17. Case 3: Amanda Palmer • Amanda raised 19K over a weekend using Twitter, auctioned items from her house and donations for private performance.
  • 18. Case 4: David Bazan • David raised money through living room shows around the country and sold t-shirts online to raise money for a new touring van.
  • 19. The lines have blurred • Making music plus making money also equals smart marketing. • Artists are improvising how they manage their own brands and careers.
  • 20. Music 2.0 • Now, more than ever, your music has to be “great” to capture people’s attention, they can tell others, and artists can grow an audience.
  • 21. We are the marketing • Word of mouth has always been the most powerful marketing, but now all of us are central to helping artists get “discovered.”
  • 22. We are the marketing • If you have a favorite musical artist, tell five friends you know who will love them, too. • Who would they trust more?
  • 23. Thank you! Charles McEnerney charlie@wellroundedradio.net @wellroundedradi facebook.com/charlesmcenerney linkedin.com/in/charlesmcenerney