Universal Music Group proposes designing a new commercial-free internet radio platform playing up-and-coming artists signed to Universal, targeting younger men aged 18-34 interested in genres like EDM and rap. The plan includes promoting the mobile app on social media and through blogs to increase downloads and boost album sales, merchandise, and concert tickets for Universal artists. The budget is $70 million annually for advertising over 2 years to develop and launch the new platform.

1. Universal Music Group
John Winningham

3. Big Idea
 Design a new platform of internet radio.
 No charge and commercial free.
 Playing only up and coming artists under contract
with Universal Music Studios.

4. Target
 Electric Dance Music / Dup-Step / House / Rap /
Hip-hop
 Industry trends shifting toward a younger
demographic
 Geared toward younger men between ages 18-34
 Must be 18+ Explicit content

6. Mobile Strategy
 Pocket of every music listener
 Content driven for men
 Games
 Forms
 Articles

7. Promotions
 Facebook, Twitter, Instagram
 Blogging
 SEO
 Digital PR

8. Key Performance
Indicators
 Number of app downloads
 Increase in album sales, merchandise, concert tickets

9. Budget / Timeframe
 $70 Million annual advertising spending
 $250,000 - $500,000 Traditional application
development
 2 Years

10. Thank You!