This document discusses the transition from traditional music business models to social business models. It outlines how social media has shifted influence from authority figures to friends and peers. Artists can now build global fan bases using platforms like Twitter, Facebook, and YouTube. Examples are given of artists who have found success by using free releases, word-of-mouth promotion, collaboration, and engaging with fans on social media. The document advocates for an organic social approach focused on connections rather than sales.

1. Social Business Models in Music
Simon Badman
SocialB

2. THE TRADITIONAL BUSINESS
MODEL

8. “Lifer”
“CV Entry”
“Temp Job”
“Committed
Amateurs”

9. 1970s, 1980s, 1990s Model
Virgin Megastore
Hippo Records
Shelf Space

10. 1970s, 1980s, 1990s Model
Major Record Label
Independent Record Label
Number of Artists

11. DIGITAL & THE TRADITIONAL
BUSINESS MODEL

13. Niche
Narrowcast
Audience -focussed
/ Artists

15. THE SOCIAL BUSINESS MODEL

16. Influence of communications
Way back then….
Listen to authority
Here and now….
Listen to friends, family,
xx
people like me

17. “Is it just me or is the amount of
different ways to promote online getting
a little overwhelming? I mean who has
the time to really build an audience on
all these different outlets?”

19. WHAT DOES SOCIAL MEDIA MUSIC
SUCCESS LOOK LIKE TO YOU?

23. “..from my iphone and macbook
I‟ve created a world-wide fan
base”
“I‟ve also discovered many
similar artists and partnered
with them on projects, shows and
„cross pollinating‟ audiences”
“Many of my favorite co-written
songs are as a result of
relationships I‟ve made via
Twitter & Facebook”
Sean Carter

25. “Since Myspace I haven‟t been one of
those lucky enough to make large amounts
of money from my music, but I‟ve released
my first album, Some Hope, recorded some
songs in Los Angeles for a film, won a
song contest, played a fair number of
live shows in my own city of Melbourne,
and, above all, developed a faithful,
far-flung following of fans all over the
world”
DC Cardwell

26. The Civil Wars
Formed 2008
2009 Free Live full album = 100K + downloads (still
in Noisetrade top 40, 4 years later)
2011 – Barton Hollow, released. Title track offered
as free download
@OfficialAdele Please go and get the new Civil Wars
album. They're my absolute favourite and the new
record is beautiful! X

27. “While the vastness of what‟s
available on the Internet adds to a
lot of noise, it also makes it
possible to connect with people
like never before,”

28. “As a band, we‟ve tried to
utilize that. We don‟t want to
be ivory towers. We enjoy the
interaction with fans. Word of
mouth via avenues like social
media have been a huge part of
our musical story.”
Joy Williams

29. Social is Social
“Social networking is a reflection of
life so there is no set way to make
things work for you or for me. If
it‟s not an organic, dynamic process
it‟s probably doomed to failure. And
I know that some artists will just
never get it – will never be able to
sit at a computer, or stare at their
smartphone and see it as a portal to
real, living, breathing people.” DC

30. Broadcast

31. Likes
Fans
Friends
Followers
Pins
Views
Connections
to a real
audience

32. Connected?

33. Connected?

34. I’m connected to….
Listen & conduct market research



Who are my musical influences?
Are they on twitter?
Who’s following them?
Co-create, collaborate, crowdsource, crowdfund



“Can you create a video for my new song? VIP & backstage gig passes
for the winner”
“Where in the US should we play first? (A, B or C – backed-up with
social data)
Dodgy Casserole – Kershaw / Badman / Grey et al
Market = “Telling” not “Selling”

Youtube – how we created the percussion sound on our new track

35. SOCIAL & FREE

36. $
£
Free

37. FREE
OFFERS

38. What could be free?
Full Album
Full Album – time limited
Full Album – back catalogue
Live Album or demos
EP or sampler

39. Runaround Now…..