Chorus is a digital music streaming service that aims to offer a unique experience linking digital and physical music. It will provide access to music streaming and genres, vinyl purchases that can be picked up from partner retailers, and live streamed concerts. The marketing strategy will promote Chorus' website and new "Pick Up and Play" service through social media, TV, billboards, and celebrity endorsement from Ed Sheeran.

1. STRENGTHS
68.1% of adults listen to music daily
The market for online digital platforms for users to
listen to recorded music is strong. This music is availa-
ble through services that allow downloads or member-
ship in order to stream
There is a large UK market for live music via festivals
and concert arenas showcasing a variety of successful
artists
Tablets and smartphones have made music very acces-
sible when ‘on the go’ or when at home
WEAKNESSES
Physical recorded music sales have declined due to
digital sales continued growth
Independent live music spaces are in jeopardy due to
continuous closures as a result of property develop-
ment and various noise regulations
Streaming services pay their artists and other various
rights holders on the basis of ‘pay per play’. This has
resulted in artists achieving their earning far slower
than original payoffs from physical album launches.
OPPORTUNITIES
Currently there is a huge potential in the streaming
market due to high demand.
Streaming services have a chance to improve their pay
system in relation to artists via prompting consumers
to upgrade to a premium service from a ‘freemium’
service.
Digital providers of music can now offer bundles of
other media services such as connecting television and
mobile phones allowing a joining of streams .
The vinyl market has seen significant growth over the
last few years.
THREATS
Artists and recording labels have spoken out on their
view of ‘pay per play’ and certain artists have removed
their recordings, limiting the market growth
Physical record sales are still in decline—this can result
in the closure of retailers.
Piracy is still a threat to the music market.
Due to streaming, the growth in album sales has de-
clined whilst the value of single downloads has also
declined.
COMPETITORS CONSUMER ANALYSIS
In 2013 of 70% men reportedly listen to music daily,
whilst two thirds of women did the same (Keynote, 2015)
76% of part time employees listen to music daily whilst,
74% of full time of employees do the same (Keynote,
2015).
‘Millennials’ enjoy overindulging in media and the options
to create their own playlists. Millennials are key to the
streaming market (Mintel, 2015).
The older generation are more comfortable using direct
and traditional ways of accessing music (Mintel, 2015).
PRODUCT ANALYSIS
There has been a renaissance in the sales of vinyl records
(Keynote, 2015).
Huge move away from physical formats to streaming and
downloading music (Keynote, 2015).
Overall consumer expenditure on live music, recorded
music and musical instruments is projected to rise in
value by 9.6% between 2015 and 2019 (Keynote, 2015).
In terms of live performance, attending music concerts
was one of the most popular activities in Great Britain in
the year ending September 2014 (Keynote, 2015).
COMMUNICATIONS ANALYSIS
Spotify have global partnerships with Adidas, Starbucks
and Coca-Cola (Online).
Apple uses its brand to communicate via mass advertising
(Offline).
Tidal uses celebrity endorsement such as Jay-Z, Beyoncé
and Madonna (Online + Offline) and integration with
Ticketmaster.
Target Audience
Full-time and part-time employed male and female’s from the age of 16-34 as a source of revenue.
Students in university and college to explore the communal aspect of CHORUS and discover physical music.
‘Never say die’ trend: The internet is mostly responsible for the trend where consumers are indulging in styles, consump-
tion products and pop-culture from a time period that they were too young to experience first time around.
Identification of Opportunity
Providing a premium digital music service, ‘Chorus’, offers a unique complete music based experience with a selection of
music genres and creating a link between the digital and physical music experience through the accessibility of vinyl and
access to live music.
Objectives
Increase traffic to our website to 10,000 views by 31st
December 2016
Achieve 20,000 paid monthly subscribers to the Chorus Streaming service by May 2017
Establish our ‘Pick up and Play’ service to account for 25% of revenue via intermediary stores, which are Tesco, with the
aim of branching out to others by January 2017
Stream live gigs from Glasgow as of January 2016 with an aim to expand to other cities within 6-12 months
Marketing Strategy
To Provide a premium digital music service, ‘Chorus’, that offers a unique complete music based experience with a selec-
tion of music genres and creates a link between the digital and physical music experience through the accessibility of vinyl
and access to live music.
Marketing Communications Strategy
Establish an online marketing campaign to extend advertising to social media channels
Promote and launch new ‘Pickup and Play’ service to collect physical purchases made online by December 2015
We will have in-store promotions in Tesco to promote the ‘Pick up and Play’ service until May 2017, with posters dis-
played in the supermarket for consumers to see, the area itself will stand out playing music to attract the attention of
customers
Billboard campaign promoting ‘Pick up and Play’ service as well as website to run for 6 months in Glasgow city centre
and motorways
Media Strategy
ONLINE STRATEGY
We will advertise our online marketing campaign through social media channels such as Facebook, Twitter, YouTube
intensively for the first three months, then follow up with a re-iteration campaign.
Increase awareness of the website through posting informative and engaging blog topics that are linked to our social me-
dia accounts every morning at 6.30am ready for commuting consumers.
OFFLINE STRATEGY
Run television adverts on channels STV and Channel 4 promoting our website and the ‘Click and Collect Service’ availa-
ble at Tesco 6-8am and at 6-9pm for three months, followed by a re-iteration campaign.
Chorus will sponsor the University Sports Leagues.
In our advertising mediums promote incentive of sign up to Chorus and sign up a friend and receive a month free
CELEBRITY ENDORSEMENT
Establish Ed Sheeran as a celebrity endorser for Chorus for both the website and Pick up and Play service. He will appear
in the adverts that we run online and offline, alongside ordinary users of Chorus to incorporate a communal aspect of
the service.
Tactics
When you and a friend both sign up to use Chorus, both receive a free month of the service each.
Have an image on our website indicating that you can collect your purchase from the ‘Pick Up and Play’ stop at Tesco, as
well as a Chorus landing page on the Tesco Website.
Hold an exclusive gig with Ed Sheeran in January 2016 and stream via Chorus to launch the beginning of live streaming of
gigs.
Ed Sheeran will also appear in a separate advert promoting the exclusive gig that can only be accessed through Chorus,
which will run up until January 2016.
An
Analysis of
Modern
Day Music
CHORUS