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TRANSCRIPT
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Dr. David Mitchell and Jennifer Jones, APR
HOW TO PROMOTE YOUR MUSIC ONLINE:
A GUIDE TO SOCIAL MEDIA FOR THE MUSICIAN
February 20, 2015
Copyright Anderson Jones PR, 2015
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Anderson Jones PR DAVID MITCHELL MUSIC
WHO WE ARE:
Dr. David Mitchell @music_comp
Jennifer Jones, APR @jonesyjen
Anderson Jones PR DRIVING BUSINESS AT THE SPEED OF INFORMATION
AIMM Atlanta Institute of Music and Media
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Anderson Jones PR DAVID MITCHELL MUSIC
AGENDA:
I. The Online Music Landscape II. Creative Case Studies III. The Social Media Landscape IV. The New “Publish or Perish” Model V. Questions To Ask Yourselves VI. Q&A
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Anderson Jones PR
WHAT WE’VE LEARNED THE ONLINE MUSIC LANDSCAPE: Consumer music trends
DAVID MITCHELL MUSIC
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Anderson Jones PR
MUSIC CONSUMPTION TRENDS
DAVID MITCHELL MUSIC
1,650 millennials were asked how they listen to music:
Streaming Music Services
Digital Downloads
Radio
YouTube
Vinyl Records
31%
17% 26%
12%
13%
Source: pinpoint market research, January 2015
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Anderson Jones PR DAVID MITCHELL MUSIC
THE RETURN OF VINYL
Quality Nostalgia Collectible Artist Control
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Anderson Jones PR DAVID MITCHELL MUSIC
TOP SELLING VINYL OF 2014
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Anderson Jones PR DAVID MITCHELL MUSIC
MUSIC CONSUMPTION TRENDS
How fans discover new music:
0% 5% 10% 15% 20% 25% 30% 35% 40%
Radio
Pandora
Spotify
YouTube
Soundcloud
Friends (WOM)
GrooveShark
Zune
38% Radio 27% Streaming 18% YouTube 18% Friends
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Anderson Jones PR DAVID MITCHELL MUSIC
TO STREAM OR NOT TO STREAM
Visibility versus Profitability
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Anderson Jones PR DAVID MITCHELL MUSIC
ARTIST ROYALTIES: STREAMING
SPOTIFY: .007 ¢ per stream % of the total streams that month
PANDORA: .003 ¢ per stream
RHAPSODY: 0.69 ¢ per stream
GROOVESHARK: None
Zune: 2.8¢ per steam
Soundcloud: None … yet. Ads and royalties are coming.
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Anderson Jones PR DAVID MITCHELL MUSIC
ARTIST ROYALTIES: DOWNLOADS
iTUNES: $6 - $7 per album sold 60 - 70¢ per song sold
eMUSIC: $4.40 per album sold 40¢ per song sold
Amazon: 21% of the amount Amazon pays to acquire the subscriber (during free trials = zero)
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Anderson Jones PR DAVID MITCHELL MUSIC
TO VIDEO OR NOT TO VIDEO
Engagement versus Profitability
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Anderson Jones PR DAVID MITCHELL MUSIC
ARTIST ROYALTIES: VIDEO SHARING
VEVO: .00238 ¢ per view
YOUTUBE: .005 ¢ per view $5 per 1000 ad views
VIMEO: No artist royalties paid
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Anderson Jones PR DAVID MITCHELL MUSIC
TO RADIO OR NOT TO RADIO
Air Play versus Profitability
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Anderson Jones PR DAVID MITCHELL MUSIC
THE RADIO BUSINESS MODEL
RADIO: (including Sirius) 18¢ per radio play
COLLEGE RADIO: 6¢ per radio play
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Anderson Jones PR DAVID MITCHELL MUSIC
STREAMING CONCERTS
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Anderson Jones PR
WHAT WE’VE LEARNED CREATIVE CASE STUDIES: How musicians market their music online
DAVID MITCHELL MUSIC
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Anderson Jones PR DAVID MITCHELL MUSIC
CROWD-FUNDING
Backers get exclusive content 24,883 backers for her album $1,192,793 pledged
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Anderson Jones PR DAVID MITCHELL MUSIC
PERKS FOR FINANCIAL BACKERS
Michael Shoup: Largest financial backer gets a concert at their house during the tour Kat Parson: Largest financial backer gets to Skype a cover session onelinedrawing: Largest financial backer gets to write the set list Dan Macauley: Largest financial backer gets to sing on stage with Dan
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Anderson Jones PR DAVID MITCHELL MUSIC
MORE THAN JUST MUSIC MARKETING
Architecture in Helsinki: Partnered with local artists to create clothing and accessories that embody their album Now + 4EVA’s positivity Wu Tang Clan: Only one copy of the album Once Upon A Time In Shaolin was produced. Fans visit galleries or museums to hear it.
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Anderson Jones PR DAVID MITCHELL MUSIC
MUSIC LICENSING
Film and Television • More opportunities • Licensing fees are down
Gaming • Licensing fees are up with performance based royalties Advertising • Jingles are out • Emerging artists are IN • Cool bands make cool brands • A forever-association with the song • Brands are creating their own recording labels
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Anderson Jones PR DAVID MITCHELL MUSIC
BRANDS THAT OWN RECORD LABELS
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Anderson Jones PR DAVID MITCHELL MUSIC
MUSIC LICENSING FOR MARKETERS
Video will account for 69% of all internet traffic by 2017 73% of marketers plan to make video the dominant force of their campaigns Videos need music
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Anderson Jones PR DAVID MITCHELL MUSIC
MUSIC LICENSING FOR MARKETERS
Align yourselves with marketing, content and advertising agencies Submit music samples to licensing sites
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Anderson Jones PR DAVID MITCHELL MUSIC
MUSIC LICENSING WEBSITES
h*p://audiojungle.net h*ps://www.tunefruit.com h*ps://www.audiosocket.com h*p://www.beatpick.com h*p://www.youlicense.com h*p://www.bmi.com/licensing/entry/website
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Anderson Jones PR
WHAT WE’VE LEARNED THE SOCIAL MEDIA LANDSCAPE: How people engage with each other today
DAVID MITCHELL MUSIC
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Anderson Jones PR DAVID MITCHELL MUSIC
PEER-TO-PEER SHARING
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Anderson Jones PR DAVID MITCHELL MUSIC
SOCIAL MEDIA TRIBE MAPPING
HEALTH
DOGS
ACOUSTIC
MUSIC FOOD
FAMILY
R&B
FASHION
CELEB SHOPPING
Anderson Jones PR DAVID MITCHELL MUSIC
FAMILY
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Anderson Jones PR DAVID MITCHELL MUSIC
PEOPLE ARE TALKING WITHOUT YOU
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Anderson Jones PR DAVID MITCHELL MUSIC
SOCIAL MEDIA SITES EXPLAINED
Read my coffee knowledge
Watch me make & drink coffee
Watch me drink coffee in 6 sec
Here are cool coffee images
Here are my coffee sounds
I like coffee & coffee people
I share/read links about #coffee
I have many coffee skills
Here are “real” coffee moments
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Anderson Jones PR DAVID MITCHELL MUSIC
HASHTAGS FIND YOUR “TRIBE”
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Anderson Jones PR DAVID MITCHELL MUSIC
GROUPS FIND YOUR “TRIBE”
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SOCIAL CONTENT CONNECTS IN SEARCH
Anderson Jones PR
SOCIAL MEDIA CONTENT Feeds Through
DAVID MITCHELL MUSIC
YOU & YOUR MUSIC
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Anderson Jones PR
WHAT WE’VE LEARNED THOUGHT LEADERSHIP FOR EDUCATORS: The new approach to “publish or perish”
DAVID MITCHELL MUSIC
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Anderson Jones PR DAVID MITCHELL MUSIC
THE NEW “PUBLISH OR PERISH”
Expertise level is now measured by social influence:
• Size of online following • ReTweet/Share Rate • Blog subscribers • Video views
Thought leadership position delivers:
• Speaking opportunities • Media opportunities • Publishing opportunities • Tenure track requirements • Elevated school brand position • Student enrollment and retention
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Anderson Jones PR DAVID MITCHELL MUSIC
SOCIAL INFLUENCE RANKINGS
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Anderson Jones PR
WHAT WE’VE LEARNED QUESTIONS TO ASK YOURSELVES: Match your actions to your goals
DAVID MITCHELL MUSIC
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Anderson Jones PR DAVID MITCHELL MUSIC
WHAT TO ASK YOURSELF
Do I want to license my music? Do I want to sell streams, downloads, albums, merch, tickets? Do I want to raise money to produce my music? Do I want to enhance my professional reputation and employability? Do I want to meet my tenure track requirements and goals? Do I want to share and promote my music publications?
ONCE YOU KNOW YOUR GOALS, YOU KNOW WHICH SITES TO USE AND WHAT CONTENT TO SHARE
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Anderson Jones PR DAVID MITCHELL MUSIC
THANK YOU
Dr. David Mitchell @music_comp
Jennifer Jones, APR @jonesyjen