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Following the massive revamp of The Official Charts website and social media, Lauren Kreisler, Brand Manager for The Official Charts Company, discussed the importance of online and social media content and explained who The Official Charts and BPI are. Lauren offered insight into how your students purchase and listen to music, changes in such buying trends, and offered tips on how to predict the next number one.
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Students. Music. Now. August 2012
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What is the UK listening to?
POP QUIZ TIME!
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What is the UK listening to?
What is the UK listening to in
2012?
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What is the UK listening to?
Q) Biggest selling SINGLE of 2012
so far?
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What is the UK listening to?
Biggest selling single of 2012
What is the UK listening to?
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What is the UK listening to?
Top 20 biggest selling singles of 2012
What is the UK listening to?
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Q) Biggest selling ALBUM of 2012?
What is the UK listening to?
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What is the UK listening to?
Biggest selling album of 2012
What is the UK listening to?
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What is the UK listening to?
Top 20 biggest selling albums of 2012
What is the UK listening to?
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Most STREAMED track in the UK
last week?
What is the UK listening to?
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What is the UK listening to?
Most streamed track this week
What is the UK listening to?
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Fastest selling single of 2012?
What is the UK listening to?
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What is the UK listening to?
Fastest selling single of 2012
• Call My Name sold 152,000 copies in its opening week in June
What is the UK listening to?
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Who is the Official Charts Company?
• Joint venture between the BPI (the British recorded music industry) and ERA (Entertainment
Retailers Association)
• Responsible for commissioning, marketing, distribution and management of UK’s official music
and video charts
• We are the commercial arm of the BPI – the revenue we make licensing charts and our database
funds the chart compilation process and the work of the BPI e.g fighting piracy, lobbying
government on music industry issues etc
Background
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Official Charts Company
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Background
The Official Charts
• The only official industry-standard
charts
• Based on pure sales only
• Based on UK’s most
comprehensive survey panel
• 6500 retailers surveyed daily,
covering 99% of singles market,
98% of albums and 90% of all
video/DVD products
• Charts licensed to media partners
such as Radio 1, MTV, Music
Week, The Sun, Kiss, 4Music,
Napster and more.
Background
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Music trends
The current UK music market
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Music industry trends
Music trends
Singles boom • 2011 was biggest year EVER for single sales selling 178m singles (v 48m in 2005)
• 2012 looking even bigger!
• Singles market now 99.3% digital
72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10
Growth of singles sales: 1972 to present (000s)
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Music industry trends
Music trends
Digital Albums Growth • Digital album sales grew by 27% in 2011
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Music industry trends
Student music buying habits
Which retailers do students choose? • iTunes: 30%
• Amazon: 21.6%
• HMV: 20.1%
• Play.com: 3.9%
• Less likely to shop at supermarkets, but Asda is the grocer of choice
69.9%
20.1%
1.4% 7.1%
1.5%
Where students buy music
Online
HMV
Independent record stores
Supermarket
Other
Spend • In 2011 UK students spent £125m on recorded music (11.3% of total market)
• Students account for 21% of digital singles sold
• Students account for 16% digital albums, 10% physical albums
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Music industry trends
Music trends
Growth of streaming • In 2011 the UK streaming market was worth £34.7m
• In 2012 streaming revenues are up 40%
• Subscription-based services e.g Spotify up 93% YOY
Launch of Official Streaming Chart • Launched May 2012
• Top 100 chart based on audio streams from Spotify, Deezer, We7 and more
• Streaming doesn’t count towards Official Singles Chart
• Difference - measures listening rather than buying, so reveals true longevity track in a fan’s life
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Official Charts Company repositioned
Roadmap
• Brand strategy review back in February 2011
• Opportunity exists to move into the consumer space
• New brand identity and brand new consumer-facing digital platform launched October 2011
• 60th anniversary of the Official Singles Chart in 2012
But first,
• This is what we previously had…
Repositioning the
Official Charts Company
Old branding
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Official Charts Company repositioned
New brand identity
So far…. • Create new brand identity
• The Official Charts arrow kitemark:
- Displayed alongside all editorial/programming data compiled by the Official Charts Company including MTV’s Official UK Top 40.
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Where the Official Charts Company kitemark appears - examples
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Official Charts Company repositioned
An entertainment brand
is more than just a logo
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Official Charts Company repositioned
Developing a consumer brand
Consumer
Official Charts
CONTENT
Official Charts PRODUCTS
Official Charts EXPERIENCES
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OfficialCharts.com
Reimagining the Official Charts as a
media platform
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OfficialCharts.com
Our brand new site!
• Exclusive breaking chart
news
• Video interviews with
Official Number 1 artists
• Hot new releases
• Access the full Official
Singles and Official
Albums Chart Top 100
plus official charts for
Rock, RnB, Dance,
Streaming and many
more.
• Searchable chart archive
• Competitions
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OfficialCharts.com
News and features
Popular features include
exclusive themed charts,
Official Chart Flashbacks,
chart records, new releases
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OfficialCharts.com
Video
features
Jo Wiley presents Gotye with his
Official Number 1 Award for
Somebody That I Used To Know
Jessie J says thank you for her Official
Number 1 Award, and making Domino
Number 1 nine weeks before release!
Reggie presents Carly Rae Jepsen
with Official Number 1 Award for
Call Me Maybe
Getting to know…Conor Maynard
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OfficialCharts.com
- Instant search
function on every
page
- Search by artist,
album/track, date
- Social media
integration
Historic
data
makeover
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Official Number 1 Award scheme
Official Number 1 Award scheme
Cement your place in chart history • Brand new award initiative created by the Official Charts Company recognising every new Official Number 1 single from now on.
• The initiative marked the start of 2012 – the 60th anniversary of the Official Singles Chart.
The award creates a media moment, recognising the importance of an Official Number 1 in cementing an artist’s place in UK chart history.
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Official Number 1 Award scheme
Official Number 1 Award launch
Official Number 1 Award
• First recipient: Military Wives – the Official Christmas Number 1 of 2011.
• BBC Radio 1 and OfficialCharts.com supported the launch and are involved with the
ongoing live presentation of the award on the relaunched The Official Chart with Reggie
Yates
• Opportunity for wider media stunts throughout the year with current and retrospective
presentations to artists
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OfficialCharts.com
The moment of truth…
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OfficiaCharts.com
OfficialCharts.com relaunched…
…and exceeding all expectations
• New destination site for the UK’s Official Chart launched October 2011
• Explosive growth and continuing to go from strength to strength each week
The stats
• Unique users +89% year on year, last month smashed 700,000 users ( 712,769 uniques v 377,303 in 2011)
• Visits +69% year on year (980,398 v 581,535 in 2011)
• Over 2m page impressions per month (+39% year on year v 1.4m in 2011)
October 2011 relaunch Christmas No 1 week
New Year
End of year charts
Streaming chart
launch
Diamond Jubilee – 60
biggest selling singles
artists of all time
Bieber / Rihanna
retweets!
Whitney
Houston
50 Shades Of Grey
tops Classical
Singles Chart
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OfficialCharts.com
The secret?…
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Engage with your audience
Engage with your audience/potential audience
Content is king! (especially exclusive content)
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Social media
Start conversations
Social media • Engage with influencers in your community - influential students, societies, DJs, local media
• Conversation builds trust, relationships, loyalty
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Official Charts Company repositioned
Emergence of the ‘superfan’ community
Students live online • They socialise online – 70% of teenagers are online on a Sunday
• Students buy/access music online
• Today’s younger students / high school build relationships with artists online
• They meet other like-minded fans online
Tribes
• Lady Gaga’s Little Monsters, Jessie J’s Heartbeats, Rihanna Navy, Cher Lloyd’s Brats, The Beliebers, Nicki Minaj’s Barbz
• Social media enables them to interact and share their passion
Be where your most passionate customers are, be part of the conversation
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Predicting a chart smash
How YOU could predict a chart smash
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Predict a chart smash: Top 10 clues
Media exposure 1. Reality show – contestant, winner, guest performer
2. Live appearances - Festival appearances, support slots
3. Radio / TV playlisting in place on key stations – Radio 1, Capital, Kiss, Radio 2, Heart, 4Music, MTV, major regional stations Key 103 Manchester, City FM Liverpool, Hallam Sheffield etc
4. Do your music mag homework – NME, We Love Pop, TOTP mag
Endorsement 5. Tipped in important rising star polls – BBC Sound Of polls, MTV Brand New, BRITs Critics Choice Award. (Previously tipped Adele, Jessie J, Florence & The Machine, Emeli Sande, Ellie Goulding, Conor Maynard)
6. Influential endorsements of releases – tune into tastemaker DJs Annie Mac, Pete Tong, Zane Lowe, even Chris Moyles (Dominick The Donkey, anyone?)
Predicting a chart smash
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Predicting a chart smash
Digital buzz 7. Social media presence – number of Facebook/Twitter fans, YouTube video views and rate of growth
8. Unusual levels of buzz – Lawson sold out a tour before debut single release, crowd invasions, lyrics known etc
9. Shazam Tag Chart – great early indicator of what is catching the ears of the UK e.g Wiley’s Heatwave #1 three weeks ahead of release
Talk to people in the know 10. Talk to people who have their finger on the pulse – DJs, bloggers, promoters, music obsessives
DON’T underestimate your own taste and ear for a tune BUT
DO Expect to be caught off-guard from time to time! E.g Alex Day
Predicting a chart smash
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Case study:
Sam & The Womp – Bom Bom
Predicting a chart smash
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To ‘WOMP’ or not to ‘WOMP’
Why the UK might choose to ‘womp’
1. Bright, gimmicky video
2. Love it or loathe it, an undeniably infectious earworm of a tune! Catchy brass-adorned bass beats, all the makings of a party smash.
3. Soundbed to Olympics coverage
4. Sync deal with Southern Comfort TV ad campaign
5. Quiet week for new releases
6. Major label backing from Warner Bros
Predicting a chart smash
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Case study: Sam & The Womp – Bom Bom
Sam & The Womp’s Official Guide To Womping
Predicting a chart smash
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Predicting a chart smash
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OfficialCharts.com
Official Charts Company
Riverside Building
County Hall
Westminster Bridge Road
London SE1 7JA
T +44 (0)20 7620 7450
F +44 (0)20 7620 7469
officialcharts.com
facebook.com/officialcharts
twitter.com/officialcharts
Lauren Kreisler [email protected]
