Music 4.5: Music & Sport - Mark Meharry, Music Glue

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Everybody is a retailer Both the music and the sports industry focus on merch, tickets, and content sales, traditionally working with a large number of different distributors and silo-based solutions. Digital technology is increasingly enabling aggregation of sales and marketing. Does this involve a change in strategy and mindset of how to entice, market and sell, including up-sell, to fans? What are the learnings from the music industry? Mark Meharry, founder and CEO, Music Glue

Technology Entertainment & Humor Business

Music 4.5 is
organised by
#m4pt5
Everybody is a retailer
Mark Meharry, founder and CEO, Music Glue

Everybody is a Retailer
Mark Meharry – CEO Music Glue

Learning to Fly for Beginners
Part 1
The 3 most important words in
the music industry
DIRECT
TO
CONSUMER

British Airways in 2001
WholesalerRetailerCustomer

British Airways in 2011
Wholesaler
Customer
Insurance
Car Rental
Hotels
Retailer

Some artists think this is D2C
Merchandise
I want music
I want tickets
I want merchandise
I can’t help you
Talk to these
guys!

Merchandise
I want music
I want tickets
I want merchandise
No problem,
I can take
care of you
The smart artist does this

Merchandise
Just like British Airways, the
supplier becomes the retailer
Wholesaler
Customer Retailer

Learning to Fly for Beginners
Part 2
Own the relationship with
YOUR CUSTOMER

Social Media – the facts…
• The data stored on social networks is not
YOUR data.
• You can be switched off at any time and all
of your data can be deleted at any time and
there is nothing you can do about it
• You can only interact with the fans collected
via a social network, via the social network
• You cannot export fan databases from
social networks

Know where your fans are.
Plan tours based on their location!

Why bother?
• Increased control over retail and fan experience
• Sell premium products
• Aggregated consumer data and CRM
• Future direct marketing
• Tour planning
• Up-selling
• Increased revenue

Learning to Fly for Beginners
Part 3
There’s WAY too much to do
& most of it is boring
HELP!!!!

Your responsibilities
• Source the products
• Set the prices
• Upload the images and descriptions
• Post the orders to customers (we will even do this
for you on request)
• Hold the event and scan customers through the
door
• Receive money!!!

Our responsibilities
• Customer Services
• Secure e-payments
• Hosting & server infrastructure
• Global fulfilment
• Global chart reporting
• Maintenance
• Data security
• Multiple currencies
• Multiple languages
• Multiple device operation
And everything else not listed

Learning to Fly for Beginners
Part 4
What is Bundling?

Loss Leader
You don’t have to make money from
everything you sell.
You may not make any money directly
from the sale of tickets, however
tickets generate traffic. Up-sell your
bundles!

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