The document discusses the significance of music in people's lives, particularly highlighting its emotional and cultural value among younger generations. It emphasizes the dynamic nature of music consumption and explores various strategies for brands to engage with music fans and generate revenue. The document also suggests innovative ways for artists and brands to connect with audiences through unique offerings and long-term thinking.

1. Music: The Why and the How Dom Hodge, FRUKT

2. MUSIC: THE WHY & THE HOW Confidential property of FRUKT. Unauthorised copying, reproduction, lending, public performance and broadcasting prohibited without the express permission of FRUKT.

3. Music is….

4. ESCAPISM PASSION SHARING MEMORIES JOY ENERGY POSITIVITY

5. Passion for music is as strong as ever

6. Music is important to 94% of those aged 16-34 73% of all age groups cited their music collection as their most valued item British Music Rights, 2008

7. BMR Report June 2008 Perceived importance of possessions Music collection Mobile phone DVDs 73% 61% 21%

8. British Music Rights Report June 2008 Music consumption is dynamic

9. Fans don’t reject the involvement of brands

10. 69% of the most passionate music fans agree that brands will provide new revenue streams for the industry. Project Phoenix Research, 2008

11. THE OPTIONS FOR MUSIC

12. 1. Value is Vital

13. Spotify reaches 1 million users in one Signs up Nissan, Vodafone and T-Mobile month

14. Bring fans closer to premium artists

15. 2. Work with strong fan-bases

16. Innovate – mix things up

17. 11 package variants Ranging from $7.00 to $75,000 Compose personalised songs, wash your car, foot rub, be in your band for a month…

18. 3. Support music culture

19. T-Mobile Electronic Beats

20. 4. Think long-term

21. Consistent, international perspective

22. 5. Positivity is paramount

23. ANY QUESTIONS?

24. Dom Hodge, FRUKT [email_address] FRUKT Sessions #004 Coming June 2009 Email to register your interest: [email_address]