Slides from my presentation at Jeff Pulver's #140conf on Jan 14, 2010 in Boston at Microsoft. Thanks to Jeff and Ellen Rossano for the invite!

1. Marketing Music 2.0
The New Improv
Charles McEnerney
•Marketing, Public Relations, and Social Media
• Host + Producer, Well-Rounded Radio
• Founder, Musicians for Music 2.0

2. Well-Rounded Radio
• Podcast series of in-depth
audio interviews with
musicians from every genre
and music industry thought
leaders.
• wellroundedradio.net

3. Musicians for Music 2.0
• A new idea for funding music
tastemaking web sites and
technologies and create a
better ecosystem for
tastemakers and musicians.
• musiciansformusic2.com

4. Music 2.0
• There’s a decreasing need for
(and existence of) record
labels, radio stations, music
press, and record stores.

5. Music 2.0
• Musicians now have direct
conduits to their fans, selling
music and merchandise
directly to them or receiving
funding from them.

6. Music 2.0
• The model of the last 60
years of the majority of
musicians making money
from selling physical product
is going away.

7. Music 2.0
• Musicians are now looking to
make a living from live
performances, merchandising,
licensing, and patronage.

8. Music 2.0
• Music fans have an unlimited
supply of free music.
• Everyone is now a critic:
giving a song/artist 10
seconds to see if it holds
their interest.

9. Music 2.0
• Up and coming musicians are
now challenged with how to
compete with all this music
and reach their audiences, so
they can turn their art into a
business.

10. Marketing Music 2.0
• Independent musicians are
utilizing social media to build
real-time relationships with
fans.
• Maybe not called marketing,
but...

11. Marketing Music 2.0
• They are using Facebook,
Twitter, Myspace, video,
podcasts, etc. to keep their
fans in the loop at every step
of the way...

12. Marketing Music 2.0
• ...from funding to writing to
recording to touring.
• Fans get a very up-close look
at the life of creative artists.

13. Marketing Music 2.0
• Musicians are benefiting from
being more entrepreneurial
and strategic when asking for
patronage or sales of other
products.

14. Marketing Music 2.0
• Can they follow a freemium
model, giving away music for
free and having 10-20% of
fans buy/donate to help them
make “a middle class living?”

15. Case 1: Jill Sobule
• Jill asked her fans to help her
fund her album. Aimed for
70K, raised 90K, and received
national press for her idea.

16. Case 2: Erin McKeown
• Erin did a series of concerts
from her home in western
Mass, streamed live to paying
subscribers to fund her new
record.

17. Case 3: Amanda Palmer
• Amanda raised 19K over a
weekend using Twitter,
auctioned items from her
house and donations for
private performance.

18. Case 4: David Bazan
• David raised money through
living room shows around the
country and sold t-shirts
online to raise money for a
new touring van.

19. The lines have blurred
• Making music plus making
money also equals smart
marketing.
• Artists are improvising how
they manage their own
brands and careers.

20. Music 2.0
• Now, more than ever, your
music has to be “great” to
capture people’s attention,
they can tell others, and
artists can grow an audience.

21. We are the marketing
• Word of mouth has always
been the most powerful
marketing, but now all of us
are central to helping artists
get “discovered.”

22. We are the marketing
• If you have a favorite musical
artist, tell five friends you
know who will love them,
too.
• Who would they trust more?

23. Thank you!
Charles McEnerney
charlie@wellroundedradio.net
@wellroundedradi
facebook.com/charlesmcenerney
linkedin.com/in/charlesmcenerney