Summary of today's music marketing in digital environment. Simplified for no marketing background artist & management.

1. Digital
Music Marketing
Vorapoj Nimvijit
vorapoj@bandonradio.com

2. Present Model
Distribution
Artist
Record
Company
Media
Show
Fan

3. Broken Model
Distribution
Artist
Record
Company
Media
Show
Fan

4. The Bad News:
Recorded music is no longer the driving force
•
New ways of thinking about music and commerce
are required
•
Economic engine of the past 70 years has run out
of fuel
•
This is a big change for the entire music ecosystem
C
Dave Kusek

5. The Good News:
People love music & just can’t get enough
•
Music consumption is at an all time high
•
More music is being produced each day
•
Illegal music channels are drying up
•
Legal digital channels are expanding
C
Dave Kusek

6. D.I.Y. Model
Distribution
Artist
Media
Show
Fan

7. Engagement
Artist
Fan

8. Positioning
•
Music
•
Story
•
Image
Artist

9. Target Group
•
Demographic (Age, Sex, Occupation)
Fan
•
Lifestyle (Online, Offline)

10. Digital Roadmap
Distribution
•
What
•
Where
Media
•
When
•
How
Show

11. Physical Distribution
Distribution
•
CD Baby
•
B2S, Boomerang, Cap, Gram, Mangpong

12. Digital Distribution
•
iTunes Music Store
•
AIS, DTAC, True Move
•
Deezer, KKBox, Spotify
•
YouTube
•
Bittorrent
Distribution

13. Merchandising
Distribution
•
Facebook, Instagram, Twitter
•
Official Store
•
Show Venue

14. Licensing
Distribution
•
Reproduction (App, Compilation)
•
Public Performance
•
Synchronization (Game, Commercial, Movie)

15. Direct-to-Fan
•
Blog, Facebook (24M), Instagram (0.6M), Line
(20M), Twitter (2M)
•
YouTube (0.6M)
Media
•
Email
•
Official Site, Official Store
•
Soundcloud, Internet Radio

16. Direct-to-Fan Strategies
•
Exclusive Fan Membership Clubs
•
Private & Exclusive Online Events for Fans (Google+, YouTube)
•
Merchandise & Product Bundles
•
Limited Edition Physical Products
•
Pre-Orders with Exclusive Bonus Items
•
Free Download for Email Address, Like, Follower
•
CrowdFunding (Kickstarter, PledgeMusic, Indiegogo)
Media

17. Spread the Word
•
Controversial Post for Comments
•
Fun & Happy Post for Likes
•
3 to 4 Posts Per Day
•
Average Life of a Post is 3 Hours
•
Update Your Twitter Feed on Its Own, Apart from
Facebook
Media

18. Spread the Word (cont.)
•
Share Photos, Videos, Interesting Articles
•
Share Other Artist’s Music
Media
•
Record Video Blogs and Share
•
Content is #1

19. Appearance & Touring
•
Private & Exclusive Events for Fans
•
Media Events
•
Music Festivals
•
Club & Concert Tour
Show

20. Sponsorship
•
Exclusive Events for Brand’s Customer
•
Exclusive Songs for Brand’s Commercial
•
Exclusive Products & Merchandise
•
Exclusive Endorsement
Show

21. New Artist Ecosystem
•
Connect directly with
your fans
•
Purchase the services
you need
•
Create a business
around yourself
•
Use interactive
integrated marketing
•
Own your masters and
publishing
•
Create multiple
revenue streams
•
Secure sponsors to
generate cash
•
Control your career
C
Dave Kusek

22. New Areas of Opportunity
•
•
•
•
•
Direct-to-Fan
Branding
Interactive
Marketing
Artist
Management
Curation/
Discovery
•
Licensing
•
•
•
•
Mobile Apps
•
•
Sponsorships
•
•
Games
•
•
Soundtracks
•
•
Digital Products
Collaboration
Analysis/Data
Digital Events
Distribution
Merchandise
Streaming
Education
C
Dave Kusek

29. Data Analysis
•
Sales Report
•
Traffic Report

30. Data Analysis (cont.)

31. Future Model
Distribution
Artist
Services
Media
Show
Fan

32. Open Discussions