THE NEXT GENERATION

OF FANS KPN THE PICKUP CASE PRESENTATION

Thierry van Engelen

Director New Business

UNIVERSAL MUSIC

LIONEL RICHIE

MARCO BORSATO

KATY PERRY

IMAGINE DRAGONS

BLØF

KENSINGTON

TAYLOR SWIFT

ELLIE GOULDING

AVICII

DOTAN

TAKE THAT

ZUCCHERO

30 SECONDS TO MARS

PEARL JAM

U2

GUUS MEEUWIS

ROD STEWART

5 SECONDS OF SUMMER

PAUL MCCARTNEY

FLORENCE + THE

MACHINE

NICKI MINAJ

GOLDEN EARRING

MAROON 5

MADONNA

ANDRÉ RIEU

ANOUK

ARIANA GRANDE

RIHANNA

EROS RAMAZZOTTI

ROBBIE WILLIAMS

LADY GAGA

AFROJACK

ARTIST

EXCLUSIVE RIGHT ON EXPLOITATION OF THE RECORDINGS STRUCTURAL INTENSIVE COLLABORATION

UNIQUE RELATIONSHIP WITH ARTISTS

A&R Marketing Distribution Communication Events

ONE-STOP-SHOP

NETWORK EXTERNAL PARTNERS

BRANDS

UNIVERSAL MUSIC GROUP & BRANDS

BRANDS FINDING FANS

TURNING CUSTOMERS OF A

BRAND INTO FANS!

“WHAT DO YOU MEAN?”

JUSTIN BIEBER

ENGAGEMENT

EXPERIENCE

EXCLUSIVITY

EMOTION

TO A WORLD… OF…

.

4Es

SOURCE: ADAPTED FROM ‘THE 4PS ARE OUT, THE 4 ES ARE IN’ – OGILVY 2009

ROLE MUSIC PLAYS IN LIFE

ARTIST ROLES & VALUES

BRAND ROLES & VALUES

THE PROCESS

IDENTIFY THE ROLE OF

THE BRAND IN THE

MUSIC SPACE FOR THE

CONSUMER

HOW THE CONSUMER

LIKES TO INTERACTS WITH

MUSIC AND ARTISTS

DELIVER A CONSTANT MESSAGE

NETWEEN BRAND AND ARTIST

BRAND &

MUSIC

ARTIST &

CONSUMER

BRAND

&

ARTIST

INSIGHT SOURCES

CONSUMPTION TRACKER ARTIST INSIGHT

GLOBAL SEGMENTATION

LISTENING BEHAVIOR

BRAND RESEARCH

USE OF MUSIC KIND OF CONTENT

Our segmentation is a proven intuitive framework which enables strong marketing campaigns

INSIGHT

BRAND RESEARCH ON

DOUWE BOB SHOWS THAT

HE SCORES HIGH ON

SUPPORT, PURITY, AND

BELONGING. PEOPLE SEE

HIM AS AN HONEST

RELIABLE, APPROACHABLE

AND NURTURING PERSON.

GENERATION Z THE DIGITAL GENERATION

GEN Z USES MUSIC TO SHAPE THEIR IDENTITY.

MUSIC IS SO IMPORTANT TO GEN Z BECAUSE THEY ARE STILL FORMING THEIR IDENTITIES

AND DEFINING THEIR ROLES SOCIALLY.

MUSIC IS ABOUT EMOTIONS AND SHARED EXPERIENCES.

MUSIC IS THEIR SOCIAL GLUE. BE PART OF THE CROWD OR STAND OUT IN THE CROWD.

MUSIC CONSISTENTLY RANKS IN THE TOP 5 HOBBIES ACROSS ALL GENRES AND MARKETS.

GENERATION Z

THEIR MEDIA WORLD (GLOBAL)

TECH

AND

DEVICES

GAMES, TV SHOWS

AND CHANNELS PLATFORMS

ARTISTS

INFLUENCERS

1

2

3

Digital channels!

Music is a big social currency for kids

and adolescents, they are desperate to

be the 'ones in the know’, so enable this.

Speak to them about upcoming events/

releases early, make them feel important &

exclusive and provide them with more in-

depth content.

WHAT ‘S THE BEST WAY TO SPEAK TO THEM?

TOP NOTCH ON YOUTUBE The Top Notch YouTube-channel has 371.208 SUBSCRIBERS,

it is the NUMBER #6 most viewed channel in the Netherlands with a total of

466 MIO VIEWS.

TOP 10 LOCAL MUSIC VIDEOS

1. Kenny B – Parijs

2. Lil Kleine & Ronnie Flex - Drank & Drugs

3. Lil Kleine & Ronnie Flex - Zeg Dat Niet

4. Afrojack - SummerThing! Ft. Mike Taylor

5. Two Crooks & Frenna - Meisjes Blijven Meisjes

6. Cho - Misschien wel hè?

7. SFB, Ronnie F., Lil Kleine & Bokoesam - Investeren In…

8. Ronnie Flex & Mr. Polska – Niemand

9. Ronnie Flex, Jandro, Cartiez & Lijpe - Vallen In De Club

10. Kensington – War

19,5 mio views

18,9 mio views

9,5 mio views

9,0 mio views

6,6 mio views

6,2 mio views

6,0 mio views

5,9 mio views

5,3 mio views

5,0 mio views

STARTING POINT

‘KPN is the mobile provider that makes sure the youth is able to

discover their new favorite music tracks and music videos everywhere.

KPN does this by releasing new music, provide young talent a platform

and let them check audio and video content

on their mobile without hampering.’

OBJECTIVES

Online objectives:

Create awareness:

2 million views via YouTube

Create traffic:

120.000 unique visitors to landing page on MusicState.nl.

Branding objectives:

Boost likeability.

‘KPN gets what relates to youngsters.’

Boost relevancy. ‘KPN is the brand that enables me to stream without limits.

DELIVERABLES UNIVERSAL MUSIC

New version of ‘The Pickup’, aligned to KPN brand

Production of 8 new episodes, higher production value

Owned + bought media plan (traffic to musicstate.nl)

Behind-the-scenes, photography

DELIVERABLES UNIVERSAL MUSIC

Second season - 8 video episodes – from July to December 2015

Driver: Braz

Unique combinations of hiphop artists

Each episode = new track/music video

Connection with Spotify

4G proof in fixed pre/postroll

RESULTS

Total viewing time all episodes

8.249.401 MINUTES

5.729 DAYS 15,7 YEARS

AGE OF AUDIENCE

GENDER OF AUDIENCE

RESULTS

Online objectives:

Create awareness:

3.195.296 instead of 2.000.000 views via YouTube

160% of the objective is reached!

Create traffic:

192.890 instead of 120.000 unieke bezoekers

naar de landingpage op MusicState.nl.

160% of the objective is reached!

FRESKU/BRAZ SFB MOCROMANIAC/RQS/LIL SAINT

LIJPE/D-DOUBLE/EMMS WINNE/FEIS/RAW ROETS STEPHERD/SKINTO/AKWASI/KV

SEVN ALIAS/3ROBI/ADJE LEFENSMANNEN

8% 16% 16%

20% 4% 4%

24% 8%

27 ARTISTS

8 PRODUCERS

8 EPISODES

7 TEASERS

8 VIDEO EPISODES

8 exclusive Spotify

releases. 4x in

Spotify Viral Top 50.

8 SPOTIFY RELEASES

YouTube Top Notch Channel

Top-Notch.nl

www.musicstate.nl/thepickup

Facebook Twitter

Top Notch & KPN owned media

Artist social

channels

Radio/TV promotion

Paid native advertising

Teaser clips

& news items

Teaser clips

& posts

External media

Free publicity

on radio

stations

PUNA,

Ballinnn’

Teaser clips

& tweets E-mailings

Annotations

in all

episodes /

teasers

Client database

KPN

Personal

posts

MEDIA/TRAFFIC STRATEGY

LEARNINGS

Target group is not done with concept yet!

Artistic freedom artist versus KPN’s brand value (lyrics)

Native advertising (paid) is important for accomplishing objectives

STORYTELLING WITH CONTEXT

Telling meaningful stories is the route to intimacy

but you need to repeat and retell the story to create familiarity

then you need to measure your efforts to determine the effects

QUESTIONS?

WWW.UNIVERSALMUSICANDBRANDS.NL

Thierry van Engelen

Director New Business