my label myspace_en
DESCRIPTION
My Label is a social music discovery game where users create a record label, add songs of news talents to compete for success and engage with artists Players use points to add songs and talents to their labels, which are gained in return according to the song’s audience. The prize “Hit of the Month” is given every month for one of the 10 most popular songs among game players, decided by the jury. The winner artist gets an audio and video production in a real studio and digital distribution. The project was created by Intentio, which partnered with FOX– MySpace Latin America to seek sponsorship and embed the MySpace music player.TRANSCRIPT
My Label
Social Game for Music
Create a record label, promote songs of new talents
and compete for success
• My Label is a social game for music talent promotion.
• Game players can create a record label and add songs of artists to compete for
success in a virtual music industry.
• Player can promote his label to friends, adding new artists and songs to get points
and badges to the label and, of course, the artists.
• The prize “Hit of the Month” is given every month for one of the 10 most popular
songs among game players, decided by the jury.
• The winner artist gets an audio and video production in a real studio, digital
distribution.
What is My Label
User creates label and invests in songs
• Buy points
• Promote to friends
Music value increases with its audience
• Audience (points for plays)
• Labels (points for adds)
Artist adds songs to game
• MySpace profile
• Moderator approval
• Promote to users
Ranking of labels, songs and artists based on points
• Top 10 get promotion
• Hit of the month prize to 1 chosen artist by jury
How it Works
User Label
Players
Discover new songs / bands / artists
Reward / recognition for influence
Self-expression through music
Relationship with artists
See / receive music from friends
Artists
Visibility
Reward / recognition for audience
Relationship with fans
Community feedback
Audio / video recording
Benefits for User
• Traffic (myspace.com/mylabel)
• Media revenue (community sale)
• Promotion on other networks:
– Profile updates on Facebook / Orkut / Twitter (news feed)
– Application on Facebook / Orkut
• Captation of artists
• Spontaneous media (PR)
• Differential in the music competence
Benefits for MySpace
Expected Audience (6 months)
5 K artists
10 K songs
100 K labels
1,5 M unique visitors
Brand / sponsorship on player Labels
(MySpace, Orkut, Facebook, Twitter)
Merchandising on Hit of the
month videos
Awards for Labels / Hits
Use of Hit / artists image
Target Audience (unique visitors Brazil)
MySpace: 2,8 M
Facebook: 8 M
Orkut: 26,9 M
Twitter: 8,8 M
Ibope Nielsen Online – Feb. 2010
Viral promotion and user influence
Spontaneous media (PR)
Benefits for Sponsors
TV
(6months)
+1000 promos and clips
insertions on FOX and FX
channels
Online
(6 months)
Social Media .FOX: 24.8MM imp.
FOX network: 4.8MM imp.
MySpace: 32MM imp.
Promotion
MyLabel Home User app
URL label / music Profile add
URL label / music API (updates)
Embed label
URL label / music Contacts import
RSS label / music
URL label / music
User app Updates / Fan page
URL label / music
User app Updates
URL label / music
Viral Promotion
Period: 6 months (+1 month teaser)
30 d 30 d 30 d 30 d 30 d
PR + Seeding + Viral
Artists / Songs registering
30 d
Game activation (Labels registering)
MySpace (media / community / editorial)
Teaser (call to action)
MySpace (mailing)
PR (release)
30 d
Hit of the month (video)
Hit of the month (video)
Hit of the month (video)
Hit of the month (video)
Hit of the month (video)
Hit of the month (video)
Schedule
MySpace
•Allow artist to add songs from his MySpace profile to social game My Label
My Label (Intentio)
•Game Development / Management
•Moderation / Song approval (Musicologist support)
•Clip and music “Hit of the month” recording / logistics
Fox
•Media Promotion Plan (MySpace + .FOX + FOX TV channels)
•Sponsorship Sales
Responsabilities
Brazilian startup that creates social media business concepts and marketing
strategies, through social network applications, founded in 2009 with seed
capital from Ideiasnet.com.
Intentio has established a joint-venture with LabOne.net, technology
developer of Terra TV (Orkut app), Sonora (iPhone & Orkut apps).
Social Game Developer