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Digital music marketing

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Summary of today's music marketing in digital environment. Simplified for no marketing background artist & management.

Digital music marketing

  1. 1. Digital Music Marketing Vorapoj Nimvijit vorapoj@bandonradio.com
  2. 2. Present Model Distribution Artist Record Company Media Show Fan
  3. 3. Broken Model Distribution Artist Record Company Media Show Fan
  4. 4. The Bad News: Recorded music is no longer the driving force • New ways of thinking about music and commerce are required • Economic engine of the past 70 years has run out of fuel • This is a big change for the entire music ecosystem C Dave Kusek
  5. 5. The Good News: People love music & just can’t get enough • Music consumption is at an all time high • More music is being produced each day • Illegal music channels are drying up • Legal digital channels are expanding C Dave Kusek
  6. 6. D.I.Y. Model Distribution Artist Media Show Fan
  7. 7. Engagement Artist Fan
  8. 8. Positioning • Music • Story • Image Artist
  9. 9. Target Group • Demographic (Age, Sex, Occupation) Fan • Lifestyle (Online, Offline)
  10. 10. Digital Roadmap Distribution • What • Where Media • When • How Show
  11. 11. Physical Distribution Distribution • CD Baby • B2S, Boomerang, Cap, Gram, Mangpong
  12. 12. Digital Distribution • iTunes Music Store • AIS, DTAC, True Move • Deezer, KKBox, Spotify • YouTube • Bittorrent Distribution
  13. 13. Merchandising Distribution • Facebook, Instagram, Twitter • Official Store • Show Venue
  14. 14. Licensing Distribution • Reproduction (App, Compilation) • Public Performance • Synchronization (Game, Commercial, Movie)
  15. 15. Direct-to-Fan • Blog, Facebook (24M), Instagram (0.6M), Line (20M), Twitter (2M) • YouTube (0.6M) Media • Email • Official Site, Official Store • Soundcloud, Internet Radio
  16. 16. Direct-to-Fan Strategies • Exclusive Fan Membership Clubs • Private & Exclusive Online Events for Fans (Google+, YouTube) • Merchandise & Product Bundles • Limited Edition Physical Products • Pre-Orders with Exclusive Bonus Items • Free Download for Email Address, Like, Follower • CrowdFunding (Kickstarter, PledgeMusic, Indiegogo) Media
  17. 17. Spread the Word • Controversial Post for Comments • Fun & Happy Post for Likes • 3 to 4 Posts Per Day • Average Life of a Post is 3 Hours • Update Your Twitter Feed on Its Own, Apart from Facebook Media
  18. 18. Spread the Word (cont.) • Share Photos, Videos, Interesting Articles • Share Other Artist’s Music Media • Record Video Blogs and Share • Content is #1
  19. 19. Appearance & Touring • Private & Exclusive Events for Fans • Media Events • Music Festivals • Club & Concert Tour Show
  20. 20. Sponsorship • Exclusive Events for Brand’s Customer • Exclusive Songs for Brand’s Commercial • Exclusive Products & Merchandise • Exclusive Endorsement Show
  21. 21. New Artist Ecosystem • Connect directly with your fans • Purchase the services you need • Create a business around yourself • Use interactive integrated marketing • Own your masters and publishing • Create multiple revenue streams • Secure sponsors to generate cash • Control your career C Dave Kusek
  22. 22. New Areas of Opportunity • • • • • Direct-to-Fan Branding Interactive Marketing Artist Management Curation/ Discovery • Licensing • • • • Mobile Apps • • Sponsorships • • Games • • Soundtracks • • Digital Products Collaboration Analysis/Data Digital Events Distribution Merchandise Streaming Education C Dave Kusek
  23. 23. Data Analysis • Sales Report • Traffic Report
  24. 24. Data Analysis (cont.)
  25. 25. Future Model Distribution Artist Services Media Show Fan
  26. 26. Open Discussions

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