Erik Brataas will be presenting on global music industry trends and patterns at the Barbados Beach Club on February 21-22, 2018. He has extensive experience in the music industry, including as CEO of Arctic Rights Management and Phonofile. His presentation will cover the transition to digital music distribution and consumption, including the shift from purchasing music to renting subscriptions. It will also discuss challenges the industry faces like the value gap between YouTube and paid services. Brataas will recommend adjusting marketing strategies to new opportunities like communicating directly with fans on social media.

1. Barbados Beach Club February 21 & 22, 2018
Erik Brataas
© 2018 CONCEPTUALISATION INC. E: conceptualisation@consultant.com
The Global Music
Industry
Trends & Patterns
Framework for the Digital & Live Music Accelerator/Workshop

2. My background:
• CEO and co-founder of Arctic Rights Management 2018
• CEO of Phonofile from 1999 – 2017
• Merlin board member 2011 – 2017
• Music Norway board member 2013 – present
• Svalbard United – consultancy 2016 – present
• Ministry of culture Norway – Advisory board 2015 – 2017
• Co-founder of independent label Farmen 1997
• Sales manager Musikkoperatørene, physical distributor
• Store manager, Nico Records, Oslo, ´80s to early ‘90s

3. Oslo last week
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4. Global revenue development
(1999—2016, source IFPI)
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Global revenue development
(1999—2016, source IFPI)

5. Trends in the
global music
market 2016

7. Independent performance
Source; WINTEL report 2017
http://winformusic.org/

8. Significant changes going digital:
Limited availability
Music was an investment
Album was the main product
Limited access to market
Music was purchased as units
Labels controlled distribution
Unlimied access to market
Single track is the main product
»Feels like free»
Unlimited availability
Music is rented (subscriptions)
Music was a product (vinyl / CD) Music is a service
Everyone can distribute music

9. The business models

10. Some of the industry challenges:
• Creating a level playing field
• Protect and grow the value of music
• Real market access for all
• Transparency
• Supply chain issues
• The Value Gap - YouTube vs paid subscription

11. Adjust your
marketing
routines to new
opportunities
• Data access and processing to improve
insights and analytics
• Be relevant to fans more frequently
• Communicate directly to your fans (social
media, website etc)
• Online advertising and remarketing
• Marketing your music through music services
• Work close with your label and distributor
• Planning is key!

12. Thanks, you´ll find me here
Mail:
erik@arcticrights.com
Mobile:
+47 91511357
Linked in:
https://linkedin.com/in/erikbrataas/
Facebook:
https://www.facebook.com/erik.brataas

13. and Capacity Building Initiative
DIGITALISATION OF
CARIBBEAN MUSIC
FEASIBILITY STUDY & ACTION PLAN for the
Framework for the Digital & Live Music Accelerator/Workshop
Barbados Beach Club February 21 & 22, 2018
Erica K. Smith & Dr. Wendy Hollingsworth
© 2018 CONCEPTUALISATION INC. E: conceptualisation@consultant.com