By Denzyl Feigelson, Consultant, advisor to brands such as iTunes & Coca-Cola and Founder & CEO, AWAL (UK) Learn from innovative artists’ & labels’ success stories unique ways of reaching fans & creating multiple revenue streams.

1. Sunday, 18 January 2009

2. Innovative Connection Points
Between
Artists & Fans
Denzyl Feigelson
CEO & Founder, AWAL
Sunday, 18 January 2009

3. Sunday, 18 January 2009

4. Overview
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Sunday, 18 January 2009

5. AWAL Growth
2004
monthly revenue 2008
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Sunday, 18 January 2009

6. Pre-Deal
Signed 1999
Record Label Development
Sunday, 18 January 2009

7. Pre-Deal
Signed 1999
Record Label Development
Sign Write Album Album Album
to songs Demo 1 2 3
label Video
songs
Sunday, 18 January 2009

8. Pre-Deal
Signed 2004
Development
License
Distribution
Artistic Marketing
Development
Sunday, 18 January 2009

9. Pre-Deal
Signed 2004
Development
License
Distribution
Artistic Marketing
Development
Write Album Album
songs 1 Sign 2
to
label
Sunday, 18 January 2009

10. Pre-Deal
Signed 2009
License
Distribution
Marketing
Artistic & Business Development
Web
Development
Sunday, 18 January 2009

11. Pre-Deal
Signed 2009
License
Distribution
Marketing
Artistic & Business Development
Write Album myspace youtube Sync Sign Album
songs 1 iTunes to 2
Video label
Web
Development
Sunday, 18 January 2009

12. How we have progressed......
circa 1985: the telex machine (teleprinter)
replaced by the fax machine
April 1973 Rudy Krolopp holds Motorola’s first commercial cell phone, the $3,995 Dynatac 8000X, in 1984.
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17. Artist sites
Advertising
eCRM
Social
networking
User
generated
content
Digital
press / blogs
Online radio
IPTV / video
on demand
Brand /
content
partnerships
Mobile
marketing
Viral
marketing
Sunday, 18 January 2009

18. • Overarching theme - every device is connected
• Compelling sites, killer apps & software
• Future success for artists & brands - SERVICES
• Live & interactive
• iLearning
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21. • Knowledge & fearless learning experiences
• Artist/Fan relationships endure “The Long Term”
• Artists get all they need from their “Tribe”
• Awareness of relevant viral & affiliate programs
• Authenticity=prolific•fearless•creativity=TRUST
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27. • The OBAMA Web Campaign
• “Millions of pennies”
• Stay in touch - webisodes, mass video
• Brands need large & engaged audiences
• Every cell phone is a broadcaster (Kyte,
Flixwagon, Mogulus)
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28. Sunday, 18 January 2009

29. Case Study: Vampire Weekend
Sunday, 18 January 2009

30. Syllabus Network
Student Music Strategy and Marketing
Access to over 2.5 million, 16-24 Year Olds
Represented in over 85 UK Universities
Live Events, Bookings, Balls and Festivals
PR and Media
Online Promotion and Campus Mail-outs
Street Teams and Fan Base Reps
Music Delivery via Innovative Mediums
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Sunday, 18 January 2009

31. SYLLABUS
STUDENT MUSIC AGENCY
LOCATIONS
The Syllabus Network operates across 85+
university loca2ons in the UK alone. Listed
below are examples of the major groups within
the network:
‐ 140 VENUES AND PROMOTERS
‐ 250 MEDIA OUTLETS
‐ 70 STREET TEAMS
‐ 165 MUSIC SOCIETIES
‐ 74 DEPARTMENTS
‐ 500 A & R SCOUTS
back Creative Student Music Strategy next
Sunday, 18 January 2009

32. SYLLABUS
STUDENT MUSIC AGENCY
WHY?
The student community is one of the fastest growing, most influenVal
demographics in the world. 1/3 of all 18‐24 year olds in the UK is a student and by
2011 it is set to be 50%.
Largely unaffected by wider economical issues, students have expendable
incomes and contribute a large majority of their money towards entertainment.
Find out more about the student market and get in touch with Syllabus.
back Creative Student Music Strategy contents
Sunday, 18 January 2009

33. Cost
Effective
Campaign Strategy
Sunday, 18 January 2009

34. Campaign timeline 2006
MAY 8th
Thom to mention album on blog for first time.
MAY 15th
Interview in NME with full album details. Microsite
www.theeraser.net web site goes live into Phase 1
MAY -JUNE
Phase 1 - ever evolving artwork movies + soundbeds
and mailing list sign up - No other info
Phase 2 - Thom’s Eraser PDF drawers
Phase 3 - Emergency Broadcast
Phase 4 - Have you seen this man?
JULY 10th
The Eraser album release, plus iTunes exclusive with digital booklet
JULY
Phase 5 - A moblip on the landscape
AUG 21st
Harrowdown Hill single release
Sunday, 18 January 2009

35. Phase 1 - evolving artwork movies + soundbeds
Sunday, 18 January 2009

36. To date 94,000 subscribers to theeraser.net mailing list
Phase 1 - mailing list sign up
Sunday, 18 January 2009

37. Phase 2
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38. Phase 2 - release basic information
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39. Phase 2 - Thom’s Eraser PDF drawers
Sunday, 18 January 2009

40. Phase 3 - Emergency Broadcast system and videocast
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41. Phase 3 - Use mail-out to spark awareness of the Emergency Broadcast system
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42. Phase 3 - Emergency Broadcast system - releasing TV adverts
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43. Phase 3 - Releasing EPK in 3 parts across channels over 2 weeks
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44. 14,000 subscribers to the video podcast
Phase 3 - videocast
Sunday, 18 January 2009

45. Phase 4 - Have you seen this man?
Sunday, 18 January 2009

46. Have you seen this man?
www.have-you-seen-this-man.co.uk
Phase 4 - Have you seen this man?
Sunday, 18 January 2009

47. Phase 4 - Use mail-out to spark awareness ‘Have you seen this man?’
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48. Sunday, 18 January 2009

49. Album released, including the release of an exclusive digital booklet with iTunes
Sunday, 18 January 2009

50. Week of release in iTunes US, FRANCE, UK, AUSTRALIA, GERMANY AND CANADA
Sunday, 18 January 2009

51. A moblip on the landscape
Recipients of the text message are asked to submit their location.
In return they receive:
A marker [ ] on the map at xlrecordings.com/moblip.
and an exclusive Realtone from the new album.
Sunday, 18 January 2009

52. Moblip global spread
Sunday, 18 January 2009

53. www.theeraser.net
Total Sessions 336,468
Total Pageviews 2,044,851
Total Hits 2,692,795
Total Bytes Transferred 141.85 GB
Average Sessions Per Day 2,713.45
Average Hits Per Day 21,716
1st May to the 1st Sept 2006
Sunday, 18 January 2009

54. Other Artists Worth Mentioning
• Ari Hest - a project called
1. Ari Hest “52”. Started in January 08, and
ended in Dec 08. Each week,
Hest writes, records &
releases a new song on
arihest.com. Visitors can buy a
subscription or purchase
individual MP3’s. At the end of
the 52 weeks, visitors can vote
for their favorite songs, Ari’s
next album will be a
compilation of the winners.
• Result - 3 levels of differently
priced memberships. Over
2,000 sold. Ari grossed more in
2008 than all the years spent
on a major
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55. Case Study: Jill Sobule
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56. Case Study: Jill Sobule
Sunday, 18 January 2009

57. can launch from any web source:
handle any products digital or physical
- images, text or ads
scalable skinnable
can appear on any screen can be embedded into web
works in any language provide instant messaging
location based functionality email, RSS feeds entire system can go viral
products purchased are distributed digitally & physically
b Sunday, 18 January 2009

58. Innovative Connection Points
Between
Artists & Fans
Denzyl Feigelson
CEO & Founder, AWAL
Sunday, 18 January 2009