Digital marketing and the music entrepreneur 2011

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Lecture for University of Lincoln, Dec 5th 2011

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  • Born after 1980 20,000 hours online by age 20 93% of 12-29 years olds online 73% use social networks
  • Digital marketing and the music entrepreneur 2011

    1. 1. University of Lincoln University 5 th December 2011 Susi O’Neill Digital Consultant Digital Marketing and the Music Entrepreneur
    2. 2. Digital Marketing and the Music Entrepreneur <ul><li>Trends in digital marketing </li></ul><ul><li>Digital music distribution research 2009 </li></ul>
    3. 4. Digital Marketing and the Music Entrepreneur <ul><li>Trends in digital marketing </li></ul>
    4. 5. Trends in Digital Marketing <ul><li>Web 1.0 > 3.0 </li></ul>
    5. 6. Access over ownership Image
    6. 8. Modular, customisable systems
    7. 9. Proprietary Systems
    8. 10. Customisable web Geocities (1994-2009)
    9. 11. Customisable > Generic Web MySpace (2003-2012)
    10. 12. Generic web Facebook (2004-present)
    11. 13. Rise of the digital native
    12. 14. Prosumer (Consumer as producer)
    13. 15. People Power
    14. 16. Source: Altimeter
    15. 18. Comparing Digital Natives...
    16. 19. ...With Silver Surfers Forrester: 2009
    17. 20. Old media: lean back
    18. 21. New media – lean forward
    19. 22. Web 1.0
    20. 24. Marta Strikland
    21. 25. The Culture of Now
    22. 26. Bid taping Seckilling music?
    23. 27. Signal to noise ratio
    24. 28. Tastemakers Navigating the data overload
    25. 29. Tastemakers Gatekeepers Navigating the data overload
    26. 30. Tastemakers Gatekeepers Curators Navigating the data overload
    27. 31. Music – Free Like Water? An exploration of online music for independent music entrepreneurs
    28. 32. 2009 Music Research 1) What are the opportunities and challenges facing independent music entrepreneurs – particularly ‘micro’ enterprises operating outside of the traditional music industry – in using digital distribution, marketing and communications? 2) What skills, business models, and strategies are needed to succeed in the digital economy?
    29. 33. Music Industry 2009
    30. 35. Changing roles and values of the music industry
    31. 36. DIY
    32. 37. MP3 Dominance
    33. 38. Whatever happened to music shops?
    34. 39. Online Commerce for Real world Places
    35. 41. House Concerts
    36. 42. Teenage Music Fan
    37. 43. The changing values of copyright Kutiman – Thru You
    38. 45. Music Fans SAVANTS ENTHUSIASTS CASUALS LURKERS
    39. 46. Opportunities in digital marketing and social media Provocation 7: Results: Summary: “ With all these digital platforms, it’s just too hard to reach enough fans to make it worthwhile. I want to play and write music, not spend all my time online.” Totally agree 14% Partly agree 35% Neither agree nor disagree 10% Partly disagree 19% Totally disagree 13% I don’t know/care 10% Agree: 49% Disagree, 32% Other 19%
    40. 48. Music, Free Like Water?
    41. 49. <ul><li>“ I’m fully confident that </li></ul><ul><li>copyright will no longer exist </li></ul><ul><li>in ten years…music itself is </li></ul><ul><li>going to become like running </li></ul><ul><li>water or electricity.” </li></ul><ul><li>David Bowie, 2002 </li></ul>
    42. 50. Imagine a world where music flows all around us, like water or like electricity, and where access to music becomes a kind of ‘utility’. Not for free, per se, but certainly for what feels like free. Fans, artists and all kinds of music communities drive business rather than being driven by corporate powers.” Leonard & Kusek, 2005
    43. 52. The Long Tail
    44. 53. 1,000 True Fans
    45. 55. Devaluation of Music?
    46. 56. Alternative Funding Models
    47. 58. Music Industry of the Future
    48. 59. Thank you Susi O’Neill, Digital Consultant www.digitalconsultant.co.uk Twitter @susioneill LinkedIn/Facebook @susioneill email: [email_address]

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