GrammyUPresented by

Theda Sandiford & Adi Anada

Analog Music Promotion

The Old Way

• Radio & Satellite Radio• Music Video• Press• Retail• Touring• Fan Clubs

Digital Music Promotion

The New Way

• Social Media• Viral Video• Digital Radio & Podcasting• Streaming Concerts• Blogging• Ecommerce bundles

Music Promotion

Analog

• Radio & Satellite Radio• Music Video• Press• Retail• Touring• Fan Clubs

Digital

• Digital Radio/Podcasting)• Viral Video• Blogging• Ecommerce bundles• Streaming Concerts• Social Media

The Fundamental Difference

Gate Keepers Vs Self Serve Model

In the digital age, an artist can handle most of the promotion responsibilities labels use to handle

exclusively.

Yes, relationships with gate keepers are still important, however it is possible to break thru

without them

The Fundamental Difference

Artists Are Now Content Creators

In the digital age, an artist is not just selling music anymore they are selling themselves through a variety of means.

Digital BundlesVideo Channel Advertising

LicensingTwitter Sponsorship

Advertising

The Fundamental Difference

Public Relations Is Now the Artists Job

Social Media has broken down the barriers between artists and fans.

An artist doesn’t really need a publicist to tell their story for them anymore, they can blog

about it themselves.

Step 1: Branding

• Music does not speak for itself anymore• Ask, why should anyone care about your band?• Develop your brand story• Recognize that brand

storytelling includes more than music and words.

Who Am I And What Is It To You?

Step 2: Content Strategy

• Identify appropriate platforms to facilitate user generated content and conversation

• Make a plan for what content to post and when to post and stick to it

• Great content reflects your brand and gives people a reason to stay engaged.

• Develop an authentic voice.• Create multimedia content• Coordinate content pushes with your PR strategy

Step 3: Build Community

• Increase your “Likeablity”• Convert fans to brand advocates• Identify key influencers and have a special

relationship with them• Use Gamification to incentivize fans• Find clever ways to build your email list• Offer unique incentives/programs for each social

media channel• Reputation Management

Step 4: 360 Marketing

• Online + Offline = Integrated 360 Marketing• A big-picture campaign that ties all marketing

channels together.Radio > Print > Mobile> Online > Retail

• This can include a co-op partnership between the artist and a business that sponsors the act with a presents package.

Step 5: Advertise

Online Media BuyingCPC- Cost Per Click

CPA- Cost Per AcquisitionCPM- Cost Per Impression

*****A/B Testing of Banners & Landing PagesAd NetworksBuying DirectPay For Play

Step 5: AdvertiseSEM

Increase visibility in search engine result pages through the use of, paid placement, contextual advertising, and paid inclusion.

Google Adwords contextual buying****SEO

Improving visibility in search engine result pages organically

Effective use of keywords in content creation Promote back links with bloggers

Step 6: Monetize

CD Sales are declining and Digital sales are not making up the

difference.

Traditional CD sales in the US brought in $3.8 billion in revenue last year, and is

expected to drop to around $2.7 billion in 2012. iTunes is

leading with $2.8 billion.

What’s Next?

Step 6: Monetize

Digital Downloads• Digital Bundling: combining mp3, video and t-shirt• Live Versions, Remixes, Alternate Versions• Video Mixtapes

Cloud-based Digital Lockers• Streaming Subscription Services: Rental model

Step 6: MonetizeRoyalties

• Streaming radio and video3rd Party Sponsorship

• Brand integration, advertising• You Tube Video branded channel

Mobile Apps• Sale of Branded Artist Apps and in app content

purchasesVirtual Goods

• Branded artist items in social games and virtual communities

Lets Practice

Band One• A four member hip hop

collective from Atlanta GA.

• Live drummer and DJ are part of the group

• All 4 members rap, the DJ is the producer

• All members are between 18-22

Band Two• A four piece roots music

band from San Antonio with a female vocalist.

• Regional touring band with an monthly artist residency at the Continental Club

• The Drummer was in an established band in the 90’s

The Assignment

• Define your brand story and name your band• Determine Content Strategy• Identify Community Building Tactics• 360 Marketing Tactics• Illustrate Media Buying Strategy• Monetization

Include examples for each part of your marketing planPresent to the workshop

Good Luck

Theda Sandiford

Theda@MissTheda.com

www.misstheda.comwww.AustinYankee.com

www.wineandnetworking.com

Twitter@Bondgyrl

@SuperNodes

Adi Anand

adi@transmissionentertainment.com

www.transmissionentertainment.com

Twitter@adi7anand

FacebookAdi7anand