Prez Ng
- 1. Before « 2000», it was great ! • Artists could become « Stars » (one-time-wonders sometimes…) • Music was sold on various physical supports (LPs, tapes, CDs…) • Radio, TV & HardWare pushed (renewed) music sales • Entertainment was « simplified »: not many choices… • Consumers had (enough) money to buy music, go to concerts when available in their area… • A few Labels (majors) and some Indies « ruled the world » • Most artists made a living mainly through sales of recorded music and partly through touring…
- 2. But…« A few» new technologies changed the rules of the game…
- 3. « Rules »as of today • Labels push some « bankable » artists and some marketing offers • Labels (Majors) see decline: sales, revenue, income… • Less: artistic development, new artists… reputation… • But: more and more music available everyday! • Consumers have many (more) choices to spend their money: •TV, Mobile services, Web, video games… • Consumers pull artists they like and evaluate many more • Artists can connect directly to their fans • Many artists have no more contracts, or only very short-term • Most artists don’t have knowledge, understanding, money to « fight » alone (be visible)… and then tend to feel « so lonely »
- 4. Fans Markets & Sells Creates A cc es s Music Artist/group People Ideally…
- 5. Fans Markets & Sells Label Creates A cc Artist/group es s Music People Usually…
- 6. Which means: Messy…?
- 7. I had adream… X oups… idea*… * With the help of many blogs, papers, meetings, conferences…
- 8. People want to: •Discover music (hear, download, access, share…) • Connect and exchange (with artist, with others, with other like-minded…) • Participate financially (when motivated) • Show “love”
- 9. An artist, orgroup, wants to be: • Creative (compose…) • Visible (record, tour…) • Make « enough » money for a living…
- 10. « Label »wants to: • Manage and develop: – artist, music, business… • Market: – artist, music… • Sell: – tours, goods, “content”…
- 11. Label vs artist/groupvs people/fans • Create • The artist is @ the center • Connect • The artist is the Brand • Participate • The artist needs « empowerment » • Manage • The artist has to be « on stage » • Exchange • Develop • The artist is the creative force • Sell – To make « content » live – To generate new « content » – To drive relationship with people/fans • The label is the backoffice – Supports the artist and his environment – Operates services around artist’s needs
- 12. Music Media Services Management Marketing Artistic Ca development Connection sua l Fa ns artist r Fans a Regul Touring Sales True Fans
- 13. $$$ ?! • Artistis self-produced • MMS – Owns master(s) – Evaluates needs – Signs « on-demand » contract – Is a contractor and gets paid & chooses services for services it provides – Agrees to engage with fans – Is responsible for quality • Artist needs a producer – Considered a startup => • MMS business plan for funding – Evaluates needs and funding, – Signs 360° deal with MMS makes business plan with time limit – Manages 360° deal over the – Gets part* of net margin on defined period global income – Is responsible for accounting – Gets its master(s) back when – Gets other part* of net margin costs fully covered on global income *Depending on needs/costs/funding, split can range from 30/70 to 50/50 to 70/30
- 14. Why everything’s in-house? • To avoid multiple management teams • To consolidate incomes and bills • To limit/avoid middlemen • To allow a global vision of artist’s positioning • To apply quick strategic changes when needed • In-house is control, but doesn’t exclude outsourcing