Andy Ashmore
Alisa Cook
Maricris Monton
Brittany Neal
Angela Studt

Globalization Strategy of
Bluegrass Music
Bluegrass Consumer at a Glance
According to 2008 Simmons Research data:
•
•
•
•

63% are 45 or older
39% earn $75,000 or m...
Definition of Bluegrass
Roots of Music
• If football symbolizes the all-American sport then in
music, nothing can boast of a greater American
heri...
Origin.. How is it American?

• Either because the music is a native to the
United States or because the music was
develop...
Roots of Bluegrass

• In the case of Bluegrass, it has mixed roots in Irish, Scottish, Welsh,
and English traditional musi...
Lyrics

• Narrative and based on everyday lives;
• Laments about loves lost, unwanted changes
like visible effects of moun...
Lyrics – A Fallen Star by Bill Monroe
• A star fell from heaven right into my arms
A brighter star I know I've never seen
...
Lyrics - A Hundred Years From Now – By Flatt and Scruggs

• Well a hundred years from now I won't be crying
A hundred year...
Lyrics – A voice from On High by Bill Monroe

• I hear a voice callin'
it must be our Lord
It's comin' from heaven on high...
Instruments

• Bluegrass is traditionally
played on acoustic
stringed instruments.
– The fiddle, five-string
banjo, guitar...
Instruments - Innovation

• Resonator guitar, also referred to as a Dobro and of
which was just an addition to its origina...
Differentiation

• Earl Scruggs – “Three-Finger Style”
– A finger-picking method which is the most
common style of playing...
Differentiation

• Lester Flatt – two-pick guitar style
Flatt played bass runs and melodies with his thumb pick on the low...
Technology

• The invention of the phonograph and the
onset of the radio in the early 1900s brought
this old-time music ou...
Evolution of Technology
History of Music Technology

– 15 Jun 1877 - The First Microphone..
– 12 Dec 1877 - The First Phonograph Edison invents
th...
History of Music Technology

• 23 Nov 1889, the First Jukebox, Louis Glass
invents the modern jukebox (coin-operated
phono...
History of Music Technology

• Mar 27, 1909, Wireless Voice, experimental
"wireless" voice and music broadcasts from San
J...
History of Music Technology
• Dec 29, 1924, Home Viewing Movies
• Jul 12, 1924, Electronic Records
Electrical records repl...
History of Music Technology

• Philips and Sony announce plans to work
together to come up with a uniform standard
for a C...
Folk Music group
• Between 1927 and
1956, the Carter family who
was a traditional American
folk music group started
record...
Band Formation

• Charlie and Bill Monroe, brothers, were one of
the most popular duet teams of the 1920’s
and into the 19...
Bill Monroe and the Bluegrass Boys

• Bill named his band “Bill Monroe and the Blue
Grass Boys” since Bill was a native of...
Earl Scruggs
• In 1945, shortly
after Earl Scruggs
joined the band, he
introduced the
innovative threefinger picking style...
Lester Flatt

• Then came, Lester Flatt from Sparta, Tennesee
on guitar and lead vocals against Monroe’s
tenor; Chubby Wis...
The Foggy Mountain Boys
• Earl Scruggs first left
Monroe’s band, then Lester
Flatt and eventually formed
their own band ca...
The Foggy Mountain Boys

• From 1949-1969, Flatt and Scruggs were a
major force in introducing Bluegrass music to
America ...
Earl Scruggs Revue

• In 1969, Scruggs together with his sons Randy
on guitar and Gary on bass called themselves
“The Earl...
The Nashville Grass

• Lester Flatt also continued successfully with
his own group, “The Nashville Grass”, until his
death...
When it was referred to as Bluegrass

• It was exactly in the late 1950’s when people
started referring it as Bluegrass.
•...
Promoting Bluegrass Music

• The availability of traditional music
broadcasting and recording, nationwide
bluegrass festiv...
Promoting Bluegrass Music

• Bluegrass music has attracted a diverse
following worldwide. Bluegrass pioneer Bill
Monroe ch...
Bluegrass Festivals

• In the 1960s, the concept of the "bluegrass
festival" was first introduced, featuring bands
that ha...
Some of Bluegrass Festivals Today..

• February 21, 2014, 2nd Annual BMAI Ramada
Tropics Bluegrass Festival in 5000 Merle ...
Some of Bluegrass Festivals Today…

• March 22, 2014, RenoFest in 212 N. Fifth
Street, Hartsville, SC 29550
• February 14,...
Bluegrass at Its Best

• Lester Flatt, Earl Scruggs, and the Foggy
Mountain Boys achieved national prominence
with tour sp...
Bluegrass at Its Best
• The Nitty Gritty Dirt Band's Will the Circle Be
Unbroken triple LP set, released in 1972,
introduc...
Gone International

• The International Bluegrass Music
Association, or IBMA, is a trade association to
promote bluegrass ...
IBMA
• In 1990 IBMA established the World of Bluegrass, a
combination trade show, concert, and awards presentation.
This w...
IBMA

• The International Bluegrass Music Association
awards are the genre's equivalent of
the Grammys. Winners are chosen...
IBMA
• Bluegrass music is now performed and enjoyed
around the world. The IBMA alone claims
members in all 50 states and 3...
What is Bluegrass to some?

Bluegrass is a very inclusive music, with friendly
and informal jam sessions springing up arou...
What is Bluegrass to some?

• Bluegrass Music is a shivering, blustery Friday night on the
Ohio, at a town called Owensbor...
• This is Bluegrass Music, this and more. It is
almost a way of life, a respite from everyday
rushing and hurrying. A chan...
Competitive Position
Focused Differentiation
• Major benefit to Bluegrass fans = social aspect

• In a video sent to us by John Revell of BBMA,...
Focused Differentiation
• Fewer fans than other music genres, but they like
to be involved
• Bluegrass is more about the e...
Blue Ocean Strategy
From then to Now
• Early Jamestown
– “As the early Jamestown settlers began to spread out into the
Carolinas, Tennessee, K...
Differentiation

According to the International Bluegrass Music
Association, “A top priority for many bluegrass
organizati...
• No other mainstream genre is pursuing this.
– Only a few genres have attempted to a
musical, however that is not their m...
Three Tier of Noncustomers
Four Actions Framework
Eliminate

• “Which factors that the industry has long
competed on should be eliminated?”
• Abolish Red Ocean Strategy
– T...
Create

• “Which factors should be created that the industry has never
offered?”
• Enjoyment is Magnified
– The bluegrass ...
Raise

• “Which factors should be raised well above the industry
standards?”
• Exposure
– Continual touring and word of mo...
Reduce

Average Concert Tour Costs
Average number of tour dates 12
Venue

$20,000/night total: $240,000

Promoter

3%- 10%...
Reduce

Average Musical Tour Costs
Average number of tour dates 18
Venue

$4,000/night total: $72,000

Artist Director

$4...
Riverdance vs. Bluegrass Analysis
Elements that made Riverdance a success Opportunities for Bluegrass Music

Continually p...
What’s the Problem?
• Lack of awareness
• Negative stereotypes
• Appeal is very limited demographically – by
age, gender, race, religion
• Lac...
Playing to Win
Five Questions:
1. What is your winning aspiration - what do you
wish to achieve?
2. Where do you want to play?
3. How wil...
Bluegrass PEST Analysis
Political
• Core threats internationally:
– Piracy
– Censorship

• Opportunities internationally:
– Countries allied with ...
NATO

Political

Opportunities

Stationed US
Troops
• Iraq
• Germany
• Japan
• U.K.

• Belgium
• Canada
• Czech Rep
• Pola...
Economic
Threat

Opportunity

Age of Population

Younger

Older

English-Speaking

-

Yes

Urban

Rural

Industrial

Agric...
Social
Opportunities

Threats

Islam

Christianity

Socially
Musical
Countries

Papua New
Guinea

Morocco
Portugal

Philip...
Technological
Opportunities

Threats

Internet

Electric Instruments

• Allows for Bluegrass to be
spread globally
• Quick...
Music Industry Analysis
An analysis of Porter’s 5 Forces
Music Industry: General
Forces
Bargaining Power of Suppliers
Bargaining Power of Buyers
Intensity of Rivalry

Level
Low
Ve...
Music Instrument Industry
Forces
Bargaining Power of Suppliers

Level
High

Bargaining Power of Buyers

Moderate

Intensit...
Recorded Music Industry
Forces

Level

Bargaining Power of Suppliers

Low

Bargaining Power of Buyers

High

Intensity of ...
Live Music Industry
Forces
Bargaining Power of Suppliers

Level
Moderate

Bargaining Power of Buyers

Low

Intensity of Ri...
Bluegrass Music Industry
Forces
Bargaining Power of Suppliers

Level
Very Low

Bargaining Power of Buyers

Low

Intensity ...
Bluegrass Internal Analysis
Core Competencies
• Not easily imitated
• Can be reused widely
• Contributes to the end consumer’s perception of value
• S...
Benchmarking
• Challengers
– Ahead of the change curve or on the leading edge
– Pop music, country music

• Laggards
– Beh...
Global Recorded Music Retail Sales by Genre

2009

2011

Although country music has gained popularity, bluegrass is still ...
Bluegrass SWOT Analysis
Strengths
• Loyal Fans-more so than other Genres
• Unique product offering/experience
• Diverse offerings of Bluegrass and...
Weaknesses
• Exposure-websites, social media, etc.
• Older consumer market
• Lack of promoters and agents overseas to help...
Opportunities
• Pair Bluegrass events with complimentary events (Beer
tastings, instrument events, etc.)
• Effectively use...
Threats
•
•
•
•
•
•
•

Royalties/Piracy-FM/AM music stations, Pandora, etc.
Other music industries taking market share
Acc...
Bluegrass Market Analysis
The Need for Proxies
• Record sale data by country is not readily
available
• Proxies can provide correlations indicating ...
Kentucky Whiskey Exports
• Sales in thousands of U.S. Dollars
• Rounded to the nearest thousand
Country

2007

2008

2009
...
Tennessee Whiskey Exports
• Sales in thousands of U.S. Dollars
• Rounded to the nearest thousand
Country

2009

United Kin...
U.S. String Instrument Exports
• Sales in U.S. Dollars
Time

2009

2010

2011

2012

% of Total

World Total

109,302,629
...
• Sales in U.S. Dollars
Country

U.S. Tobacco Exports

2007

2008

2009

2010

2011

2012

2012 % of
Total

Japan

761,055...
U.S. Beef Jerky Exports
• Sales in U.S. Dollars
Country

2007

2008

2009

2010

2011

2012

Average

Canada

356,463,265
...
U.S. Cowboy Hat Exports
• Sales in U.S. Dollars
Country

2007

2008

2009

2010

2011

2012

Average

Japan

1,438,145

2,...
U.S. Cowboy Boot Exports
• Sales in U.S. Dollars
Country

2007

2008

2009

2010

2011

2012

Average

Canada

157,130,618...
U.S. Military Presence Overseas
Number of
Troops
2005

Number of
Troops
2012

Average

Iraq & Kuwait

207,000

15,000

111...
Highest Country Ratings
Based on Proxies
Rank

KY
Whiskey

Tobacco

String
Inst.

Beef
Jerky

Cowboy
Hats

Cowboy
Boots

M...
Bluegrass Instruments
Heart of Bluegrass
Bluegrass is traditionally played on acoustic
stringed instruments. The fiddle, five-string
banjo, guit...
Acoustic Guitar
•


Makers: Allen guitars, Bourgeois Guitars, CA Guitars, CB Guitars, Collings
Guitars, Dudenbostel Strin...
Banjo




Banjo Makers: Gretsch Enterprises, Pyle
Pro, Washburn
a stringed musical instrument with a long
neck and a rou...
Fiddle






Makers: Bellafina, Cremona, Rozanna, Florea,
Silver Creek, Revelle
String instruments, usually with four s...
Mandolin and Dobro







Mandolin Makers: Gibson, Fender, Dean Tennessee
a musical instrument in the lute family (plu...
Successful Artists
Top Grammy Winning Artists
1990s to Today
Genre

2005-2009

2010-2013

Ricky Skaggs &
KY Thunder

Alison Krauss &
Union St...
Billboard Top Artists
2002 to Today
Artist
Steve Ivey

Top Albums
Best of Bluegrass

20 Best of BG Gospel

Best of BG Gosp...
Key Bluegrass Record Labels
2003

2004

2005

2006

1

Rounder

Rounder

Rounder

Rounder

2

Sugar Hill

Gaither
Music Gr...
Social Media & Bluegrass
IBMA
IBMA
Mission:
1. Connect and educate
2. Empower community
3. Encourage worldwide appreciation of BG music of yesterday,
to...
IBMA
Offerings
• Tips for:
–
–
–
–
–
–
–
–
–

Forming BG organization
Networking
Social Media
Pitching Songs
Traveling and...
Social Media
YouTube search results in millions
Country
Rock
Pop
Rap
Christian
Alternative
Easy Listening
Bluegrass

168

...
Social Media
Google Search Results in Millions
Country

3,780

Pop

1,340

Rock

1,290

Christian

615

Alternative

434

...
Social Media
Linked in Groups
300
250

251

200
150
100
50
0

112

101

# of
LinkedIn
Groups

88
41

38

17

7
Social Media
Facebook Genre Like Count
Rap

27,647

Rock

17,692

Pop

15,286

Country

10,255
Likes

Alternative

4,461

...
Bluegrass Global Strategy
Ways to Increase Awareness
• Bombard the market-get the music and musicians
names out everywhere. Advertise, perform, conn...
Ways to Increase Awareness
• Create a Bluegrass Music database accessible
online
• Include pages specific to:
•
•
•
•
•

B...
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  • There is also an excel sheet posted on capstone website with more of this type of data I want to look at.
  • Bg group 2 latest 12 09_2013

    1. 1. Andy Ashmore Alisa Cook Maricris Monton Brittany Neal Angela Studt Globalization Strategy of Bluegrass Music
    2. 2. Bluegrass Consumer at a Glance According to 2008 Simmons Research data: • • • • 63% are 45 or older 39% earn $75,000 or more annually 59% are married Top 2 occupation industries are Manufacturing and Health Care/Social Services • Attitudes toward life: • 70% say how they spend time is more important than money • 65% agree it is worth paying extra for quality goods • 71% believe we should strive for equality of all • 85% agree that it is important to be well informed • Hobbies: • Listening to music (80%) • Reading Books (64%) • Musical instrument (17% of BG consumers compared to 9.46% of total population)
    3. 3. Definition of Bluegrass
    4. 4. Roots of Music • If football symbolizes the all-American sport then in music, nothing can boast of a greater American heritage than bluegrass music. • From its earliest roots in the rural areas during the 1940′s to the eclectic range it boasts of today, bluegrass music is ultimately about self-expression, which is constantly displayed by its trademark instrumental solos. • Along with country music, gospel, old time music, jug bands, Appalachian folk, blues, Cajun and Native American Music, bluegrass is one of the sub genres of the roots of music.
    5. 5. Origin.. How is it American? • Either because the music is a native to the United States or because the music was developed here out of foreign origins to some degree that it has impressed the musicologist because of its uniqueness and newness.
    6. 6. Roots of Bluegrass • In the case of Bluegrass, it has mixed roots in Irish, Scottish, Welsh, and English traditional music, and also later influenced by the music of African-Americans through incorporation of jazz elements. • It is considered "roots music" because it served as the basis of music later developed in the United States, including rock and roll, rhythm and blues, and jazz. • Immigrants from UK and Ireland arrived in Appalachia in the 18th century, and brought with them the musical traditions of their homelands. • These traditions consisted primarily of English and Scottish ballads, which were essentially unaccompanied narrative and dance music, such as Irish reels, which were accompanied by a fiddle.
    7. 7. Lyrics • Narrative and based on everyday lives; • Laments about loves lost, unwanted changes like visible effects of mountaintop coal mining • Hard life in the Appalachia; • Railroading as a popular theme such as “Wreck of the Old 97” and “Nine Pound Hammer”
    8. 8. Lyrics – A Fallen Star by Bill Monroe • A star fell from heaven right into my arms A brighter star I know I've never seen Then I found out that it was only you with all your charms Who came into my life to fill a dream • A fallen star is what you are The twinkle in your eyes came from the sky you must have strayed from the milky way A fallen star that's what you are • The heavens must be lonely now that you are mine I'm sure they'll miss a star as bright as you But the stars will send there blessing and brighter they will shine When they see the dream that's comin' true
    9. 9. Lyrics - A Hundred Years From Now – By Flatt and Scruggs • Well a hundred years from now I won't be crying A hundred years from now I won't be blue And my heart will have forgotten that she broke every vow I won't care a hundred years from now • Oh, it seems like only yesterday you told me You couldn't live without my love somehow Now that you're with another it breaks my heart somehow I won't care a hundred years from now • Now do you recall the night sweetheart you promised Another's kiss you never would allow That's all in the past dear it didn't seem to last I won't care a hundred years from now
    10. 10. Lyrics – A voice from On High by Bill Monroe • I hear a voice callin' it must be our Lord It's comin' from heaven on high I hear a voice callin' I'll gain the reward In the land where we shall never shall die • The Savior has paid a great price for me He gave His life on Calvary So I'll follow his footsteps up the narrow way And be ready to meet Him when He calls on that day • He died on the cross the old rugged cross That we would be saved from sin and not lost So I'll follow His footsteps up the narrow way And we'll pay that debt on the great judgement day
    11. 11. Instruments • Bluegrass is traditionally played on acoustic stringed instruments. – The fiddle, five-string banjo, guitar, mandolin, and upright bass (string bass).
    12. 12. Instruments - Innovation • Resonator guitar, also referred to as a Dobro and of which was just an addition to its original band instruments • Harmonica which was used occasionally
    13. 13. Differentiation • Earl Scruggs – “Three-Finger Style” – A finger-picking method which is the most common style of playing banjo. The result is lively, rapid music, which lends itself both as an accompaniment to other instruments and as a solo.
    14. 14. Differentiation • Lester Flatt – two-pick guitar style Flatt played bass runs and melodies with his thumb pick on the low strings while using the pick on his index finger on the high strings to add rhythm fills.
    15. 15. Technology • The invention of the phonograph and the onset of the radio in the early 1900s brought this old-time music out of the rural Southern mountains to people all over the United States.
    16. 16. Evolution of Technology
    17. 17. History of Music Technology – 15 Jun 1877 - The First Microphone.. – 12 Dec 1877 - The First Phonograph Edison invents the cylinder "phonograph" used to record and playback sound. – 27 Sept 1887 First Flat Record Player
    18. 18. History of Music Technology • 23 Nov 1889, the First Jukebox, Louis Glass invents the modern jukebox (coin-operated phonograph) • 20 Jun 1900, Flat Disks, Eldredge Johnson perfects first system of mass duplication of pre-recorded flat disks. • Feb 12, 1908, Double Sided Phonograph Records
    19. 19. History of Music Technology • Mar 27, 1909, Wireless Voice, experimental "wireless" voice and music broadcasts from San Jose, California using experimental radio station • May 19, 1912, First Radio Station, The Herrold Station. • Oct 27, 1913 - First Disk Player • May 3, 1920, AM Radio, Commercial AM Radio broadcasting begins on KDKA, Philadelphia.
    20. 20. History of Music Technology • Dec 29, 1924, Home Viewing Movies • Jul 12, 1924, Electronic Records Electrical records replace acoustic discs, via a process developed by Western Electric. • Aug. 26, 1926, Synchronizing • Frequency-modulated (FM) radio, once believed to be an impossibility, becomes reality in 1933 • 1964 – the cassette tape becomes mainstream
    21. 21. History of Music Technology • Philips and Sony announce plans to work together to come up with a uniform standard for a Compact Disc (CD) in 1978. • In 1987, the Digital Audio Tape (DAT), introduced shortly after the CD • 1990, the birth of MP3 • 1995, streaming audio service on the internet • 1997, early attempts to sell records on the internet
    22. 22. Folk Music group • Between 1927 and 1956, the Carter family who was a traditional American folk music group started recording their music and it had a profound impact on bluegrass, country, southern gospel, pop and rock musicians. The family group started the beginning of the divergence of country music from traditional folk music.
    23. 23. Band Formation • Charlie and Bill Monroe, brothers, were one of the most popular duet teams of the 1920’s and into the 1930’s. Charlie played the guitar while Bill played the mandolin. They sang duets in harmony. The brothers split up as a team in 1938 to form their own bands.
    24. 24. Bill Monroe and the Bluegrass Boys • Bill named his band “Bill Monroe and the Blue Grass Boys” since Bill was a native of Kentucky, which is the Bluegrass State.
    25. 25. Earl Scruggs • In 1945, shortly after Earl Scruggs joined the band, he introduced the innovative threefinger picking style on the banjo that energized enthusiastic audiences and then was called “Scruggs style” banjo.
    26. 26. Lester Flatt • Then came, Lester Flatt from Sparta, Tennesee on guitar and lead vocals against Monroe’s tenor; Chubby Wise from Florida on fiddle and Howard Watts aka “Cedric Rainwater” on acoustic bass.
    27. 27. The Foggy Mountain Boys • Earl Scruggs first left Monroe’s band, then Lester Flatt and eventually formed their own band called “The Foggy Mountain Boys”. • They decided to incorporate the resophonic guitar or Dobro into their band format.
    28. 28. The Foggy Mountain Boys • From 1949-1969, Flatt and Scruggs were a major force in introducing Bluegrass music to America through national television, major universities and coliseums, and even school house appearance in many towns. The soundtrack for the film “Bonnie and Clyde” was composed and recorded by Scruggs.
    29. 29. Earl Scruggs Revue • In 1969, Scruggs together with his sons Randy on guitar and Gary on bass called themselves “The Earl Scruggs Revue”.
    30. 30. The Nashville Grass • Lester Flatt also continued successfully with his own group, “The Nashville Grass”, until his death in 1979.
    31. 31. When it was referred to as Bluegrass • It was exactly in the late 1950’s when people started referring it as Bluegrass. • This music was initially called mountain hillbilly music; • Bluegrass was derived from the “Blugrass boys” band with Bill Monroe’s leadership who also was considered the “father of Bluegrass music”.
    32. 32. Promoting Bluegrass Music • The availability of traditional music broadcasting and recording, nationwide bluegrass festivals, and movie, television, and commercial soundtracks featuring bluegrass music have helped to bring the music out of obscurity.
    33. 33. Promoting Bluegrass Music • Bluegrass music has attracted a diverse following worldwide. Bluegrass pioneer Bill Monroe characterized the genre as: "Scottish bagpipes and ole-time fiddlin'. It's Methodist and Holiness and Baptist. It's blues and jazz, and it has a high lonesome sound.“
    34. 34. Bluegrass Festivals • In the 1960s, the concept of the "bluegrass festival" was first introduced, featuring bands that had seemed to be in competition with each other for a relatively limited audience, on the same bill at weekend festivals across the country. • Carlton Haney, from Reidsville, N.C., is credited with envisioning and producing the first weekend-long bluegrass music festival, held at Fincastle, Va. in 1965.
    35. 35. Some of Bluegrass Festivals Today.. • February 21, 2014, 2nd Annual BMAI Ramada Tropics Bluegrass Festival in 5000 Merle Hay Road Des Moines, IA 50322 • December 12, 2013, Christmas In The Smokies Bluegrass Festival in 4010 Parkway Pigeon Forge, TN • Jan. 2, 2014, New Year’s Bluegrass Festival in Jekyll Island Convention Center, 75 N Beachview Drive, Jekyll Island, GA 31527
    36. 36. Some of Bluegrass Festivals Today… • March 22, 2014, RenoFest in 212 N. Fifth Street, Hartsville, SC 29550 • February 14, 2014, Bluegrass First Class in 1 Resort Drive Asheville, NC 28801
    37. 37. Bluegrass at Its Best • Lester Flatt, Earl Scruggs, and the Foggy Mountain Boys achieved national prominence with tour sponsorship by Martha White Flour and for playing the soundtrack for the previously mentioned film Bonnie and Clyde as well as through the Beverly Hillbillies television show. The Deliverance movie soundtrack also featured bluegrass music, specifically "Dueling Banjos," performed by Eric Weissberg on banjo and Steve Mandel on guitar.
    38. 38. Bluegrass at Its Best • The Nitty Gritty Dirt Band's Will the Circle Be Unbroken triple LP set, released in 1972, introduced artists like Earl Scruggs, Doc Watson, Jimmy Martin, Maybelle Carter, Roy Acuff, and others to pop music fans and brought the authentic sounds of bluegrass and traditional country music to new audiences. • In 2001, the triple-platinum soundtrack for the Coen Brothers movie, O Brother, Where Art Thou?, helped to attract even wider audiences to bluegrass music.
    39. 39. Gone International • The International Bluegrass Music Association, or IBMA, is a trade association to promote bluegrass music. • Formed in 1985, IBMA established its first headquarters in Owensboro, Kentucky. In 1988 they announced plans to create the International Bluegrass Music Museum as a joint venture with RiverPark Center in Owensboro.
    40. 40. IBMA • In 1990 IBMA established the World of Bluegrass, a combination trade show, concert, and awards presentation. This was originally set in Owensboro, before moving to Louisville, Kentucky in 1997. Nashville, Tennessee hosted this event from 2005 through 2012. 2013 will be the first year of three years that the event will be hosted in Raleigh, North Carolina. • In 1991 IBMA established the International Bluegrass Music Hall of Honor at the International Bluegrass Music Museum to recognize lifetime contributions to bluegrass, both by performers and non-performers. In 2003 IBMA relocated its offices to Nashville, Tennessee.
    41. 41. IBMA • The International Bluegrass Music Association awards are the genre's equivalent of the Grammys. Winners are chosen by the 2,500 members of the International Bluegrass Music Association.
    42. 42. IBMA • Bluegrass music is now performed and enjoyed around the world. The IBMA alone claims members in all 50 states and 30 countries. In addition to the classic style born in 1945 that is still performed widely, bluegrass bands today reflect influences from a variety of sources including jazz, contemporary country music, Celtic music, rock & roll ("newgrass" or progressive bluegrass), old--time music and Southern gospel music--in addition to lyrics translated to various languages.
    43. 43. What is Bluegrass to some? Bluegrass is a very inclusive music, with friendly and informal jam sessions springing up around almost every event. It's a great way to learn to play an instrument and sing, for kids and adults alike. Almost all bluegrass events have a family atmosphere, and performers and listeners are equally welcome. by Elisabeth Burkett
    44. 44. What is Bluegrass to some? • Bluegrass Music is a shivering, blustery Friday night on the Ohio, at a town called Owensboro waiting to hear more... As they begin, the cold and wind vanish, and all you hear, all you feel, is the music - true and sweet. It is the campfire where we gather, listening and playing. Ordinary people go from camp to camp, carrying their instruments, bringing their music, sharing their friendship.
    45. 45. • This is Bluegrass Music, this and more. It is almost a way of life, a respite from everyday rushing and hurrying. A chance to get back to yourself, a chance to meet old friends and make new ones. A chance to celebrate life. A chance to thank God. By Michael L. McDonald
    46. 46. Competitive Position
    47. 47. Focused Differentiation • Major benefit to Bluegrass fans = social aspect • In a video sent to us by John Revell of BBMA, many of those interviewed discuss how Bluegrass is a “social music”. This means instead of just going to concerts and listening to performers play, fans are actually taking part in the music by playing an instrument themselves. • This level of involvement with the music creates loyal fans and may give Bluegrass music a competitive position. • http://www.youtube.com/watch?v=uHs4EFRdLsc 10:24
    48. 48. Focused Differentiation • Fewer fans than other music genres, but they like to be involved • Bluegrass is more about the experience than just the music • Bluegrass music has a large group of loyal fans. This makes it easier to charge higher prices for performances because loyal customers are more willing to pay the price rather than turning to an alternative form of entertainment.
    49. 49. Blue Ocean Strategy
    50. 50. From then to Now • Early Jamestown – “As the early Jamestown settlers began to spread out into the Carolinas, Tennessee, Kentucky and the Virginias, they composed new songs about day-to-day life experiences in the new land. Since most of these people lived in rural areas, the songs reflected life on the farm or in the hills and this type of music was called "mountain music" or "country music • Present Day – Presently, bluegrass music is still enjoyed in a community setting. • Resolution – Marketing bluegrass music as a musical will allow for its uniqueness because it is a performance based genre and it will cost less resulting in a blue ocean strategy.
    51. 51. Differentiation According to the International Bluegrass Music Association, “A top priority for many bluegrass organizations is presenting live bluegrass music in venues ranging from the local pizza restaurant, community centers, schools and churches, to festival sites capable of accommodating thousands”
    52. 52. • No other mainstream genre is pursuing this. – Only a few genres have attempted to a musical, however that is not their main source of promotion and these attempts were only one time occasions. • Exploiting the Value – This strategy will Exploit Bluegrass music’s value while capturing a new market. Promoting bluegrass music on a continual basis through musicals will allow for the live performance atmosphere that the music thrives in. This strategy will capture the market of theater goers as well as bluegrass lovers.
    53. 53. Three Tier of Noncustomers
    54. 54. Four Actions Framework
    55. 55. Eliminate • “Which factors that the industry has long competed on should be eliminated?” • Abolish Red Ocean Strategy – The bluegrass music industry currently gains it’s exposure through performances at bars, festivals, and concerts. The bluegrass music industry is attempting to beat the competition in this existing market.
    56. 56. Create • “Which factors should be created that the industry has never offered?” • Enjoyment is Magnified – The bluegrass music industry should focus their attention on musical theatre. In this way the value in bluegrass music, in that it is a performance based enjoyment is magnified. • Apply the strategy throughout the industry – There have been small sporadic musicals that have been introduced in the past however nothing substantial. In order for the industry to benefit from this strategy it must apply the strategy throughout the industry in order to capture a larger audience and for the musicals to become a valuable part of musical theatre. • New Market – This strategy will allow bluegrass music to create a completely new market.
    57. 57. Raise • “Which factors should be raised well above the industry standards?” • Exposure – Continual touring and word of mouth marketing will enhance exposure • Image – As a result of music becoming more digital, audiences are becoming skeptical of the authenticity of the talent in the music industry. The live performances will dismiss any question of their talent. • Iconic – These performances will market the artists as a character. This will allow for the fans to become emotionally attached to the artists, believing they are getting to know them through the performance.
    58. 58. Reduce Average Concert Tour Costs Average number of tour dates 12 Venue $20,000/night total: $240,000 Promoter 3%- 10% of ticket sales Management 10%- 15% of ticket sales Road Crew (10 members making $35,000 for a band of 5 people) $350,000/ year House Lights and Sound Yorkville Sound LS801P Active Subwoofer - 1500w, 18" $1,440.00; LP-304 Lighting Dimmer Bar $600.00 Hotels Varies Transportation Varies (Tour Bus- gas amount)
    59. 59. Reduce Average Musical Tour Costs Average number of tour dates 18 Venue $4,000/night total: $72,000 Artist Director $49,000 Stage Crew (paid $636/week with 10 members) $330,720 Stage Management $29,142 Hotel Varies Transportation Varies (Tour Bus- gas amount)
    60. 60. Riverdance vs. Bluegrass Analysis Elements that made Riverdance a success Opportunities for Bluegrass Music Continually performed tours on large stages therefore receiving publicity Bluegrass musicals will be shared on theatre stages Starred a couple key dancers until retirement (Jean Butler and Michael Flatley) Bluegrass music will be able to feature their key performers (Alison Krauss and Mountain Heart) Audio recording of Riverdancing become #1 on the Irish singles chart on May 5th 1994 and stayed there for 18 weeks After successfully penetrating the European market, they went overseas to New York City to Radio City Music Hall and performed in March 1996 As Irish dancing was repositioned in the market during this time along with that the name was changed to Riverdancing Audio and video recordings of musicals will solidify popularity because of its ability to be shared with others After penetrating the American market Bluegrass music musicals can move overseas Bluegrass music would benefit from a change in its name as a result of its new position in the market.
    61. 61. What’s the Problem?
    62. 62. • Lack of awareness • Negative stereotypes • Appeal is very limited demographically – by age, gender, race, religion • Lack of engagement through social media. Although Bluegrass lovers cherish new founded relationships with other fans, they fail to engage with the overall community as well as other genres such as Country and Pop do.
    63. 63. Playing to Win
    64. 64. Five Questions: 1. What is your winning aspiration - what do you wish to achieve? 2. Where do you want to play? 3. How will you win? 4. What are the necessary internal capabilities in order to win? 5. What management systems are necessary to succeed based on previous 4 questions?
    65. 65. Bluegrass PEST Analysis
    66. 66. Political • Core threats internationally: – Piracy – Censorship • Opportunities internationally: – Countries allied with the U.S. – Countries where U.S. troops have been heavily stationed
    67. 67. NATO Political Opportunities Stationed US Troops • Iraq • Germany • Japan • U.K. • Belgium • Canada • Czech Rep • Poland United Nations • Brazil • China • Italy • Kuwait
    68. 68. Economic Threat Opportunity Age of Population Younger Older English-Speaking - Yes Urban Rural Industrial Agricultural Location of Population Nature of Key Industries
    69. 69. Social Opportunities Threats Islam Christianity Socially Musical Countries Papua New Guinea Morocco Portugal Philippines Romania Turkey Macedonia Somalia Jordan
    70. 70. Technological Opportunities Threats Internet Electric Instruments • Allows for Bluegrass to be spread globally • Quick and potentially inexpensive • Can have widespread appeal • Provide a contrasting sound to that of Bluegrass • Potentially competition
    71. 71. Music Industry Analysis An analysis of Porter’s 5 Forces
    72. 72. Music Industry: General Forces Bargaining Power of Suppliers Bargaining Power of Buyers Intensity of Rivalry Level Low Very High High Threat of New Entrants Very High Threat of Substitutes Very High This industry could be considered highly developed.
    73. 73. Music Instrument Industry Forces Bargaining Power of Suppliers Level High Bargaining Power of Buyers Moderate Intensity of Rivalry Moderate Threat of New Entrants Moderate Threat of Substitutes High This industry could be considered very developed.
    74. 74. Recorded Music Industry Forces Level Bargaining Power of Suppliers Low Bargaining Power of Buyers High Intensity of Rivalry Threat of New Entrants Threat of Substitutes Very High High Very High This industry could be considered highly developed.
    75. 75. Live Music Industry Forces Bargaining Power of Suppliers Level Moderate Bargaining Power of Buyers Low Intensity of Rivalry High Threat of New Entrants High Threat of Substitutes Very High This industry could be considered highly developed.
    76. 76. Bluegrass Music Industry Forces Bargaining Power of Suppliers Level Very Low Bargaining Power of Buyers Low Intensity of Rivalry Low Threat of New Entrants Low Threat of Substitutes Very High This industry could be considered poorly developed, but has great potential for growth.
    77. 77. Bluegrass Internal Analysis
    78. 78. Core Competencies • Not easily imitated • Can be reused widely • Contributes to the end consumer’s perception of value • Some of Bluegrass Core Competencies – Giving more than music • Giving community – Fans play the music, they don’t just listen – Fans don’t worry about the newest trends • High appreciation for classics in the genre – Utilizing instruments not commonly found in modern popular music • Banjo, mandolin, fiddle, harmonica – Improvising • Providing a sense of freedom in the music
    79. 79. Benchmarking • Challengers – Ahead of the change curve or on the leading edge – Pop music, country music • Laggards – Behind the change curve – Bluegrass • Solution? – Reinvent the existing competitive space – Create a new space
    80. 80. Global Recorded Music Retail Sales by Genre 2009 2011 Although country music has gained popularity, bluegrass is still lacking significant sales.
    81. 81. Bluegrass SWOT Analysis
    82. 82. Strengths • Loyal Fans-more so than other Genres • Unique product offering/experience • Diverse offerings of Bluegrass and Newgrass
    83. 83. Weaknesses • Exposure-websites, social media, etc. • Older consumer market • Lack of promoters and agents overseas to help with performances • Negative stereotypes facing Bluegrass Music • Small market • Expensive instruments (limits fans who may want to play) • Lack of female musicians, acceptance • Loss of identity as those unfamiliar with Bluegrass classify it as country • Recorded music sales very low compared to other genres
    84. 84. Opportunities • Pair Bluegrass events with complimentary events (Beer tastings, instrument events, etc.) • Effectively use social media and tools to manage social media • Bring music to events that are not exclusively Bluegrass to tap into other markets (community festivals, etc.), as well as collaborate with other genres • Connect with other popular musicians, network • Find sponsors with complimentary products • Create Bluegrass movie or musical to increase awareness similar to “O Brother, Where Art Thou?”
    85. 85. Threats • • • • • • • Royalties/Piracy-FM/AM music stations, Pandora, etc. Other music industries taking market share Acceptance in foreign markets-will they succeed or not Cost of touring and performing High threat of substitutes Low bargaining power throughout industry Demand for modernization from society may cause music to become mainstream • Government regulations in foreign countries • Lack of suppliers for instruments, venues, etc. as industry declines
    86. 86. Bluegrass Market Analysis
    87. 87. The Need for Proxies • Record sale data by country is not readily available • Proxies can provide correlations indicating the prevalence of bluegrass-related products exported internationally
    88. 88. Kentucky Whiskey Exports • Sales in thousands of U.S. Dollars • Rounded to the nearest thousand Country 2007 2008 2009 2010 2011 2012 2013 thru Sept. Average 2012 % of Total Japan 19811 23093 18831 22728 29057 33474 33700 25813.4 8.21% U.K. 11189 11328 8104 9187 10832 8820 9295 9822.1 3.12% France 3862 4461 4110 3518 5209 8986 6400 5220.9 1.66% China 1522 1680 1328 420 90 862 237 877 0.28% Panama 407 177 105 23 176 503 885 325.1 0.10% Russia - - - - - 382 191 286.5 0.09% India - - 199 107 335 340 196 235.4 0.07% Brazil 137 177 159 264 103 408 353 228.7 0.07% S. Africa 116 256 74 133 570 129 281 222.7 0.07% Columbia - - - - 77 191 153 140.3 0.04% Egypt 10 18 - - - 114 - 47.3 0.01%
    89. 89. Tennessee Whiskey Exports • Sales in thousands of U.S. Dollars • Rounded to the nearest thousand Country 2009 United Kingdom 112,219 2010 2011 2012 2013 through Sept. Average 2012 % of Total 124,871 115,666 112,327 69,481 106913 18.91% France 69,402 76,351 105,896 87,578 79,882 83822 14.74% Germany 51,049 58,289 69,543 69,367 55,975 60,845 11.68% Australia 26,978 30,545 31,666 41,885 28,361 31,887 7.05% Japan 21,625 21,543 26,274 26,677 23,477 23,919 4.49% Spain 30,371 32,113 33,553 24,856 20,959 28,370 4.18% Italy 24,044 25,527 27,761 23,427 14,251 23,002 3.94% Netherlands 5,104 5,812 7,129 16,071 12,034 9,230 2.71% Singapore 6,402 6,282 9,648 14,100 10,885 9,463 2.37% Turkey 258 3,708 13,712 13,837 11,379 8,579 2.33%
    90. 90. U.S. String Instrument Exports • Sales in U.S. Dollars Time 2009 2010 2011 2012 % of Total World Total 109,302,629 112,709,238 135,502,912 139,979,445 100% Japan 25,591,480 22,379,112 24,276,516 27,931,510 20% Canada 15,385,765 17,342,122 20,102,270 24,377,965 17.4% Netherlands 13,324,869 7,892,736 20,369,837 18,645,899 13.3% Germany 9,326,533 16,599,718 10,989,928 9,858,079 7% Australia 6,270,820 7,718,062 10,011,591 7,533,247 5.4% Korea, South 1,561,098 2,185,156 3,158,110 4,597,229 3.3% Italy 3,551,236 4,768,898 3,661,536 4,422,344 3.2% South America 1,826,166 3,096,422 3,968,528 4,061,642 2.9% France 3,452,047 2,555,419 2,909,964 2,954,109 2.1%
    91. 91. • Sales in U.S. Dollars Country U.S. Tobacco Exports 2007 2008 2009 2010 2011 2012 2012 % of Total Japan 761,055,52 2 599,685,34 9 347,105,27 1 312,574,29 9 363,953,08 7 295,295,54 2 26% Mexico 24,848,586 25,321,366 33,808,114 30,219,967 39,429,821 43,818,944 3.8% Canada 36,559,118 31,959,718 29,403,217 32,695,117 29,320,389 29,169,746 2.6% Lebanon 49,553,151 25,682,664 28,563,287 22,446,095 5,083,814 5,199,854 0.46% Dominican Republic 8,261,399 10,775,043 9,424,244 15,968,508 12,046,993 24,975,356 2.2% Russia 9,539,740 12,273,159 5,923,695 8,197,529 10,492,989 21,352,515 1.89% United Arab Emirates 19,651,568 5,889,739 2,288,239 4,934,163 4,537,942 12,703,873 1.1% Netherlands 11,799,426 9,074,951 6,597,251 6,992,492 7,863,057 6,815,812 0.60% Honduras 541,994 869,774 504,492 278,721 7,063,611 6,847,986 0.61% Switzerland 1,087,553 5,193,626 228,041 153,237 259,046 4,842,345 0.43%
    92. 92. U.S. Beef Jerky Exports • Sales in U.S. Dollars Country 2007 2008 2009 2010 2011 2012 Average Canada 356,463,265 402,531,611 377,038,311 423,307,588 487,365,699 564,647,721 435,225,699 Mexico 54,701,318 61,072,866 64,695,078 77,716,388 77,880,845 105,319,668 73,564,361 Japan 19,704,730 19,877,404 21,114,856 30,972,680 32,406,618 32,590,683 26,111,162 Philippines 9,669,650 10,132,323 14,171,618 23,172,660 33,613,699 36,370,750 21,188,450 Australia 9,371,424 14,880,714 9,279,379 11,201,246 14,159,192 15,002,146 12,315,684 Hong Kong 7,183,682 8,565,245 9,665,425 9,230,807 12,974,753 9,543,799 9,527,285 Guatemala 4,419,952 5,034,180 9,498,291 10,397,540 12,983,079 14,675,800 9,501,474 Colombia 7,744,879 7,551,243 8,793,982 9,666,830 8,377,831 8,627,410 8,460,363 Panama 2,513,716 4,876,745 6,357,769 7,685,840 8,719,468 10,072,022 6,704,260 Chile 304,871 534,333 491,477 1,008,543 7,306,154 9,135,255 3,130,106
    93. 93. U.S. Cowboy Hat Exports • Sales in U.S. Dollars Country 2007 2008 2009 2010 2011 2012 Average Japan 1,438,145 2,003,949 1,816,543 2,363,653 3,015,464 3,669,453 2,834,535 Germany 333,601 373,927 337,779 378,901 448,367 251,869 354,074 U.K. 138,152 86,488 274,751 167,815 243,644 245,787 192,773 Mexico 77,526 162,946 93,472 115,574 132,940 217,410 133,311 Canada 75,807 67,317 108,846 97,504 146,313 149,737 107,587 S. Korea 22,520 137,404 6,790 28,190 15,552 126,272 56,121 France 22,594 87,765 56,583 45,211 24,159 82,119 53,072 Australia 74,637 25,485 12,246 52,722 63,058 85,914 52,344 Honduras 0 0 4,237 0 5,725 114,165 20,688 Indonesia 0 0 0 12,019 0 90,744 17,127
    94. 94. U.S. Cowboy Boot Exports • Sales in U.S. Dollars Country 2007 2008 2009 2010 2011 2012 Average Canada 157,130,618 167,332,394 158,847,061 179,888,186 195,714,603 224,250,079 180,527,157 Japan 22,728,594 40,427,759 42,634,487 54,511,269 62,137,203 60,862,493 47,216,968 Mexico 12,610,485 25,482,558 15,614,570 23,644,231 23,631,835 14,536,510 19,253,365 S. Korea 13,801,445 13,850,955 10,930,273 13,431,463 22,507,743 34,769,554 18,215,239 United Arab Emirates 9,474,764 14,574,533 9,735,301 14,638,241 20,173,893 24,878,674 15,579,234 Netherlands 13,442,748 12,171,465 6,248,602 12,565,565 11,943,369 9,724,233 11,015,997 Hong Kong 8,026,988 5,782,665 5,580,361 7,859,963 11,618,950 14,438,469 8,884,566 U.K. 7,638,774 12,632,484 5,388,162 8,310,404 8,413,652 10,794,729 8,863,034 Australia 5,882,586 7,652,225 6,270,805 6,255,617 9,057,691 8,358,098 7,246,170 China 1,466,287 5,226,776 4,377,240 6,072,728 10,792,390 11,378,923 6,552,391
    95. 95. U.S. Military Presence Overseas Number of Troops 2005 Number of Troops 2012 Average Iraq & Kuwait 207,000 15,000 111,000 Germany 66,000 45,596 55,798 Japan 35,050 52,692 43,871 Afghanistan 20,400 63,000 41,700 Italy 11,428 10,916 11,172 U.K. 10,536 9,310 9,923 Bahrain 1,482 2,902 2,192 Spain 1,634 1,600 1,617 Turkey 1,738 1,491 1,615 Belgium 1,388 1,165 1,277 Country
    96. 96. Highest Country Ratings Based on Proxies Rank KY Whiskey Tobacco String Inst. Beef Jerky Cowboy Hats Cowboy Boots Military Presence 1 Japan Japan Japan Canada Japan Canada Iraq & Kuwait 2 U.K. Mexico Canada Mexico Germany Japan Germany 3 France Canada Netherlands Japan U.K. Mexico Japan 4 China Lebanon Germany Philippin es Mexico S. Korea Afghanistan 5 India Dominican Republic Australia Australia Canada United Arab Emirates Italy Based on the aforementioned data, the top potential markets for Bluegrass are Japan, Canada, Mexico, Germany, and U.K.
    97. 97. Bluegrass Instruments
    98. 98. Heart of Bluegrass Bluegrass is traditionally played on acoustic stringed instruments. The fiddle, five-string banjo, guitar, mandolin, and upright bass (string bass) are often joined by the resonator guitar
    99. 99. Acoustic Guitar •  Makers: Allen guitars, Bourgeois Guitars, CA Guitars, CB Guitars, Collings Guitars, Dudenbostel Stringed Instruments, JW Gallagher, Gibson Guitars, Henderson Guitars, Hoffman Guitars, Huss and Dalton, Larrivee Guitars, LoPrinzi Guitars, Lucas Custom Instruments CF Martin a stringed musical instrument with a fretted fingerboard, typically incurved sides, and six or twelve strings, played by plucking or strumming with the fingers or a plectrum. 9000 450000 8000 400000 7000 350000 6000 300000 250000 5000 200000 150000 U.S Sales 4000 3000 100000 2000 50000 1000 0 0 100-200 350-500 1,000-1,500 Under 100 200-350 500-1,000 Over 1,500 Sales (millions) U.S Japan U.K. Germany Hong Kong France China Taiwan Austria Italy Australia
    100. 100. Banjo   Banjo Makers: Gretsch Enterprises, Pyle Pro, Washburn a stringed musical instrument with a long neck and a round open-backed body consisting of parchment stretched over a metal hoop like a tambourine, played by plucking or with a plectrum. It is used esp. in American folk music
    101. 101. Fiddle    Makers: Bellafina, Cremona, Rozanna, Florea, Silver Creek, Revelle String instruments, usually with four strings tuned in perfect fifths. It is the smallest, highest-pitched member of the violin family of string instruments, which also includes the viola, and the cello. "Son, the only difference is the name. Fiddle is just a nickname."- Unknown
    102. 102. Mandolin and Dobro     Mandolin Makers: Gibson, Fender, Dean Tennessee a musical instrument in the lute family (plucked, or strummed) usually with four courses of strings, tuned in perfect fifths and plucked with a plectrum. Dobro makers: Dobro Manufacturing Company, Gretsch, Gibson. Originally coined by the Dopyera brothers when they formed the Dobro Manufacturing Company, in time it came to commonly mean a resonator guitar, or specifically one with a single inverted resonator. This particular design was introduced by the Dopyeras' new company.
    103. 103. Successful Artists
    104. 104. Top Grammy Winning Artists 1990s to Today Genre 2005-2009 2010-2013 Ricky Skaggs & KY Thunder Alison Krauss & Union Station Ricky Skaggs & KY Thunder Alison Krauss & Union Station Nashville Bluegrass Band Alison Krauss & Union Station Dolly Parton Steve Martin The Steep Canyon Rangers Nashville Bluegrass Band Ricky Skaggs & KY Thunder Del McCoury Band Patty Lovelace Chieftains Chieftains Steve Earle Steve Earle Carolina Chocolate Drops Bob Dylan Emmylou Harris Nickel Creek Levon Helm The Civil Wars American a 2000-2004 Alison Krauss & Union Station Folk 1995-1999 Alison Krauss Bluegrass 1990-1994 - - Levon Helm Bonnie Raitt - - - Alison Krauss & Robert Plant Levon Helm
    105. 105. Billboard Top Artists 2002 to Today Artist Steve Ivey Top Albums Best of Bluegrass 20 Best of BG Gospel Best of BG Gospel: Collector’s Edition Live Lonely Runs Both Ways Paper Airplane Why Should the Fire Die? Reasons Why (The Very Best) This Side Big Iron World O.C.M.S. Tennessee Pusher All American BG Girl One Step Ahead The Storm Still Rages Ricky Skaggs & KY Thunder Brand New Strings Live at the Charleston Music Hall Instrumentals The Wailin’ Jennys Firecracker Bright Morning Stars Live at the Mauch Chunk Opera House Dailey & Vincent Dailey & Vincent Sing the Statler Brothers Brothers from Different Mothers The Gospel Side of Dailey & Vincent Doyle Lawson & Quicksilver You Gotta Dig a Little Deeper He Lives in Me Lonely Street Alison Krauss & Union Station Nickel Creek Old Crow Medicine Show Rhonda Vincent
    106. 106. Key Bluegrass Record Labels 2003 2004 2005 2006 1 Rounder Rounder Rounder Rounder 2 Sugar Hill Gaither Music Group Sugar Hill Welk 3 Time Life Sugar Hill Nettwerk Hollywood 4 Sony Music 5 Capitol Universal Gaither Music Group Music Group Madacy Madacy Source: Billboard CMH New Line
    107. 107. Social Media & Bluegrass
    108. 108. IBMA
    109. 109. IBMA Mission: 1. Connect and educate 2. Empower community 3. Encourage worldwide appreciation of BG music of yesterday, today, and tomorrow Customer Benefits: 1. Deliver info and education 2. Gather and distribute database of opportunities 3. Professionals perceive income and net growth have grown due to IBMA
    110. 110. IBMA Offerings • Tips for: – – – – – – – – – Forming BG organization Networking Social Media Pitching Songs Traveling and Touring Filing Taxes Performing at different venues Branding Websites • Legislative information regarding copyrights, royalties, etc. • News about festivals and conferences • Bluegrass Leadership society
    111. 111. Social Media YouTube search results in millions Country Rock Pop Rap Christian Alternative Easy Listening Bluegrass 168 17.8 16.6 8.63 7.11 5.06 1.52 1.1 0 20 Number of search results 40 60 80 100 120 140 160
    112. 112. Social Media Google Search Results in Millions Country 3,780 Pop 1,340 Rock 1,290 Christian 615 Alternative 434 Rap Number of Search Results 430 Easy Listening 347 Bluegrass 21.7 0 1000 2000 3000 4000
    113. 113. Social Media Linked in Groups 300 250 251 200 150 100 50 0 112 101 # of LinkedIn Groups 88 41 38 17 7
    114. 114. Social Media Facebook Genre Like Count Rap 27,647 Rock 17,692 Pop 15,286 Country 10,255 Likes Alternative 4,461 Bluegrass 420 Easy Listening 286 0 5000 10000 15000 20000 25000 30000
    115. 115. Bluegrass Global Strategy
    116. 116. Ways to Increase Awareness • Bombard the market-get the music and musicians names out everywhere. Advertise, perform, connect through social media, etc. • Update websites-way too many BG websites are poorly created and outdated including IBMA (the main website for all of BG music!) • Perform at venues that are not necessarily for just BG, Go to festivals where target consumers may typically go (Beerfest, community festivals, etc.) • Check out IBMA’s tips on how to foster interest in younger audiences
    117. 117. Ways to Increase Awareness • Create a Bluegrass Music database accessible online • Include pages specific to: • • • • • Buy/sell music Buy/sell instruments Buy concert tickets Get details of festivals Chat with other BG lovers • Research historical BG data • Find original albums • Even a BG dating site! • Include translations for most common languages around the world

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