How-To Sell Your Music Online

Dr. David Mitchell and Jennifer Jones, APR

HOW TO PROMOTE YOUR MUSIC ONLINE:

A GUIDE TO SOCIAL MEDIA FOR THE MUSICIAN

February 20, 2015

Copyright Anderson Jones PR, 2015

Anderson Jones PR DAVID MITCHELL MUSIC

WHO WE ARE:

Dr. David Mitchell @music_comp

Jennifer Jones, APR @jonesyjen

Anderson Jones PR DRIVING BUSINESS AT THE SPEED OF INFORMATION

AIMM Atlanta Institute of Music and Media


AGENDA:

I. The Online Music Landscape II. Creative Case Studies III. The Social Media Landscape IV. The New “Publish or Perish” Model V. Questions To Ask Yourselves VI. Q&A

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WHAT WE’VE LEARNED THE ONLINE MUSIC LANDSCAPE: Consumer music trends

DAVID MITCHELL MUSIC

Anderson Jones PR

MUSIC CONSUMPTION TRENDS


1,650 millennials were asked how they listen to music:

Streaming Music Services

Digital Downloads

Radio

YouTube

Vinyl Records

31%

17% 26%

12%

13%

Source: pinpoint market research, January 2015


THE RETURN OF VINYL

Quality Nostalgia Collectible Artist Control


TOP SELLING VINYL OF 2014


MUSIC CONSUMPTION TRENDS

How fans discover new music:

0% 5% 10% 15% 20% 25% 30% 35% 40%

Radio

Pandora

Spotify

YouTube

Soundcloud

Friends (WOM)

GrooveShark

Zune

38% Radio 27% Streaming 18% YouTube 18% Friends


TO STREAM OR NOT TO STREAM

Visibility versus Profitability


ARTIST ROYALTIES: STREAMING

SPOTIFY: .007 ¢ per stream % of the total streams that month

PANDORA: .003 ¢ per stream

RHAPSODY: 0.69 ¢ per stream

GROOVESHARK: None

Zune: 2.8¢ per steam

Soundcloud: None … yet. Ads and royalties are coming.


ARTIST ROYALTIES: DOWNLOADS

iTUNES: $6 - $7 per album sold 60 - 70¢ per song sold

eMUSIC: $4.40 per album sold 40¢ per song sold

Amazon: 21% of the amount Amazon pays to acquire the subscriber (during free trials = zero)


TO VIDEO OR NOT TO VIDEO

Engagement versus Profitability


ARTIST ROYALTIES: VIDEO SHARING

VEVO: .00238 ¢ per view

YOUTUBE: .005 ¢ per view $5 per 1000 ad views

VIMEO: No artist royalties paid


TO RADIO OR NOT TO RADIO

Air Play versus Profitability


THE RADIO BUSINESS MODEL

RADIO: (including Sirius) 18¢ per radio play

COLLEGE RADIO: 6¢ per radio play


STREAMING CONCERTS

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WHAT WE’VE LEARNED CREATIVE CASE STUDIES: How musicians market their music online



CROWD-FUNDING

Backers get exclusive content 24,883 backers for her album $1,192,793 pledged


PERKS FOR FINANCIAL BACKERS

Michael Shoup: Largest financial backer gets a concert at their house during the tour Kat Parson: Largest financial backer gets to Skype a cover session onelinedrawing: Largest financial backer gets to write the set list Dan Macauley: Largest financial backer gets to sing on stage with Dan


MORE THAN JUST MUSIC MARKETING

Architecture in Helsinki: Partnered with local artists to create clothing and accessories that embody their album Now + 4EVA’s positivity Wu Tang Clan: Only one copy of the album Once Upon A Time In Shaolin was produced. Fans visit galleries or museums to hear it.


MUSIC LICENSING

Film and Television •  More opportunities •  Licensing fees are down

Gaming •  Licensing fees are up with performance based royalties Advertising •  Jingles are out •  Emerging artists are IN •  Cool bands make cool brands •  A forever-association with the song •  Brands are creating their own recording labels


BRANDS THAT OWN RECORD LABELS


MUSIC LICENSING FOR MARKETERS

Video will account for 69% of all internet traffic by 2017 73% of marketers plan to make video the dominant force of their campaigns Videos need music


MUSIC LICENSING FOR MARKETERS

Align yourselves with marketing, content and advertising agencies Submit music samples to licensing sites


MUSIC LICENSING WEBSITES

h*p://audiojungle.net h*ps://www.tunefruit.com h*ps://www.audiosocket.com h*p://www.beatpick.com h*p://www.youlicense.com h*p://www.bmi.com/licensing/entry/website

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WHAT WE’VE LEARNED THE SOCIAL MEDIA LANDSCAPE: How people engage with each other today



PEER-TO-PEER SHARING


SOCIAL MEDIA TRIBE MAPPING

HEALTH

DOGS

ACOUSTIC

MUSIC FOOD

FAMILY

R&B

FASHION

CELEB SHOPPING


FAMILY


PEOPLE ARE TALKING WITHOUT YOU


SOCIAL MEDIA SITES EXPLAINED

Read my coffee knowledge

Watch me make & drink coffee

Watch me drink coffee in 6 sec

Here are cool coffee images

Here are my coffee sounds

I like coffee & coffee people

I share/read links about #coffee

I have many coffee skills

Here are “real” coffee moments


HASHTAGS FIND YOUR “TRIBE”


GROUPS FIND YOUR “TRIBE”

SOCIAL CONTENT CONNECTS IN SEARCH

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SOCIAL MEDIA CONTENT Feeds Through


YOU & YOUR MUSIC

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WHAT WE’VE LEARNED THOUGHT LEADERSHIP FOR EDUCATORS: The new approach to “publish or perish”



THE NEW “PUBLISH OR PERISH”

Expertise level is now measured by social influence:

•  Size of online following •  ReTweet/Share Rate •  Blog subscribers •  Video views

Thought leadership position delivers:

•  Speaking opportunities •  Media opportunities •  Publishing opportunities •  Tenure track requirements •  Elevated school brand position •  Student enrollment and retention


SOCIAL INFLUENCE RANKINGS

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WHAT WE’VE LEARNED QUESTIONS TO ASK YOURSELVES: Match your actions to your goals



WHAT TO ASK YOURSELF

Do I want to license my music? Do I want to sell streams, downloads, albums, merch, tickets? Do I want to raise money to produce my music? Do I want to enhance my professional reputation and employability? Do I want to meet my tenure track requirements and goals? Do I want to share and promote my music publications?

ONCE YOU KNOW YOUR GOALS, YOU KNOW WHICH SITES TO USE AND WHAT CONTENT TO SHARE


THANK YOU

Dr. David Mitchell @music_comp

Jennifer Jones, APR @jonesyjen

[email protected] [email protected]