Toni Wallace is the Director of Strategic Marketing at Columbia Records Creative Agency. She is responsible for brand partnerships and platform development initiatives for the west coast. Toni has spent the last ten years of her career in marketing and business development in technology, entertainment, and new media. Throughout her career Toni has always had a passion for music and has worked for a number of leaders in space including Warner Music, Beats by Dr. Dre, C3 Presents, and Billboard Magazine. Prior to working in the music industry, Toni worked at Microsoft in a variety of businesses including XBOX, Windows Mobile, and the Worldwide Partner Group. She also ran her own agency doing strategy and product development for startups in advertising and new media. Toni has a BA in Finance and Marketing from Northeastern University and an MBA in Entrepreneurship and Marketing from the University of Texas at Austin.

2. COLUMBIA RECORDS
AUTHENTIC VOICE IN MUSIC FOR OVER 125 YEARS
#1 RECORD LABEL IN THE INDUTRY

3. BEST ARTISTS IN THE WORLD

4. MUSIC IS ONE OF THE MOST
IMPORTANT FORMS OF CONTENT

5. MUSIC IS THE #1 MEDIA
ACTIVITY AMONG MILLENNIALS
Source: Custom Sony Music Segmentation 2013. Based off the US population 13+. Weekly media consumption.
* Categories include both online & traditional (TV/print) consumption
49
39
23
15
19
10 9
62
48
23 22
16
13
9
0
10
20
30
40
50
60
70
Any Music
Consumption
Listening to
Music
Using the
Internet
Gaming on any
device
Watching TV Watching music
videos*
Reading
Magazines /
Newspapers*
Total US Population Millennials

6. 30,000 CONSUMER
SEGMENTATION STUDY
• Insights Needed To
Support Our Artist Campaigns
• Build Better Strategic
Partnerships Supported by Data

8. DIFFERENT AUDIENCES CARE ABOUT
DIFFERENT SOCIAL PLATFORMS
Source: Sony Music Segmentation 2013. Chart reflects percentage of each Millennial group that have used each streaming service during months of Nov/Dec 2013
Segment Type of Fan Facebook Instagram Twitter YouTube
Urban Underground
Fanatic
(18-21)
219 578 331 253
Indie Innovators
Fanatic
(18-21)
233 465 312 252
Red Bull Bangers
Fanatic
(18-21)
227 377 279 258
Digital Shredders
Fanatic
(22-29)
209 291 241 236
Hipster Influencers
Fanatic
(22-29)
223 381 309 228
Happy Hour Hustlers
Enthusiast
(22-29)
177 229 201 178
Frat Pack
Casual
(18-25)
118 111 123 128
Cosmo Cuties
Casual
(18-25)
156 277 180 151

9. SAMPLE CASE STUDY
CULINARY BEATS -- A MULTI-ARTIST SERIES

10. CULINARY BEATS -- VIDEO

11. CASE STUDY
CULINARY BEATS -- A MULTI-ARTIST SERIES
#CulinaryBeats Campaign Results
- #CB promo announced on MKTO, Citibank, and
Columbia Records socials (1 FB Post and 1 Tweet)
- Fans answered questions about their favorite artists
and restaurants
- #CB became a nationally trending topic on Twitter
- Series garnered over 15,000,000 views
- Season 2 starts late Aug 2014
- Artists continue to ask us if they can be in the series