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Presentation on Digital Music Growth Hacking on Wednesday, October 8th at SouthWiRED 2014.
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1. IntroducKon 2. Background 3. The Problem 4. What is Growth Hacking? Why Growth Hacking? 5. Growth Hacking – AcKonable Techniques 6. Case Studies
• CreaKve technologist, analyst and educator • MS in InformaKon Design & Technology from The Georgia InsKtute
of Technology • 20 year veteran of music & tech industries • Developed courses and teaches for the Audio ProducKon program
at The Art InsKtute of Atlanta • Clients have included: CNN, BBC, GE, G4 Channel, 2K InteracKve,
AES, Atlanta Gas Light, Primus, Tube InteracKve, Universal Records, James Brown, Gnarls Barkley, Godsmack, Ming & FS, DJ Spooky
Source: Business Insider, February 2011
Source: The New York Times, 2/15/12
Sources: thetrichordist.com, wikipedia.com
Source: om.co
Credit: Jochen Schlenker / Robert Harding World Imagery / Universal Images Group
• 2008: 105,575 albums released* – Only 228 broke 10,000 units (2.17%) – 87,541 sold less than 100 units
• 2009: 97,751 albums released* – 8 years of listening 24/7 to listen to all
Sources: Trebuchet Magazine, Midem.com
• 2010: 75,000 albums released – 60,000 sold less than 100 units – Average of 13.3 units sold per new Ktle
Sources: Billboard, Digital Music News
• “The sad reality is that the next Jimi Hendrix is probably now buried in a pile of 28 million, staKsKcally doomed to a life of obscurity.” – Paul Resnikoff
• Formerly of Sony Music
Source: Digital Music News
Source: Fast Company
• What is growth hacking? – a markeKng technique which uses creaKvity, analyKcal thinking, and social metrics to grow a subscriber base for a digital product
Source: Prompt Cloud
• Why growth hacking? – Musicians have limited resources – TradiKonal music markeKng channels are expensive and oversaturated
– Bands focus on their music but the real challenge is distribuKon and revenue
– It’s a way to “game” the system
Source: Twodoo
“Music markeKng is growth hacking.”
-‐ Corey Crossfield
The CollecKve Music Management
Source: coreycrossfield.net
Source: Prompt Cloud
Source: Ma"an Griffel
Source: Yongfook
Source: Yongfook
• Pull
– Give fans a reason to come to you
– IncenKvize and enKce – Provide something of value
– Low cost
• Push – Instead of enKcing, you push people to your site, ooen interrupKng whatever they were doing
– Higher cost because you pay for a visitor
Sources: Quicksprout, Andrew Chen
Source: Quicksprout
Headlines criKcal
Call to AcKon that captures emails (in exchange for free music)
A big image or video
Social Proof/Media
Your unique value proposiKon
Link to other popular pages on your site
• Write effecKve content • Know your fans • Look at offline publicaKons for good examples of headlining and copywriKng
Source: Quicksprout
Source: Dropbox
Simple landing page: capture interest/email address
Source: Young The Giant
Source: Bryan El
Source: Cory Chiasson
Source: ASAPH
Source: Jay Neutron
Source: J-‐Whoa
Source: Alvarez Kings
Source: The Foresters
Source: Taylor Jackson
Source: Delta Spirit
Source: Franky Rizardo
Source: BasKan Vilda
Source: Maffiss
Source: Ne"a Brielle
Source: God Bless Toronto
Source: Unbounce
• Key to SEO • Keyword rich • Easily indexed by Google
• RSS distribuKon • Guest blogging
Sources: Quicksprout
• Search Engine OpKmizaKon
• Understand the basics • Two main areas: code & content
• Target keywords based on music genre or niche
Sources: Quicksprout
Source: thetrichordist.com
• Engage with fans • Answer quesKons • InteresKng content • Social media takes Kme
Source: thetrichordist.com
• Use niche platorms – Soundcloud
Source: thetrichordist.com
Source: Shopify Social Commerce Study
Source: kotke.org
Source: GigaOM
Source: Clear NoKce Recordings
• Alex Day
– Hacked the UK charts – 3 Top UK 40 hits – 600,000 YouTube subscribers
– 100 million video views – Has never worked with a record label
Source: Hypebot, BitTorrent
Source: Digital Trends, NPR
• Quiet Company – Partnered with Grooveshark
– When from 2,800 fans to 55,000 in 3 months
– Uses analyKcs to get increased merchandise and digital sales
Source: Digital Trends, NPR
• Garcia Goodbye – Belgian band – Tied USB containing their new single to a bunch of balloons
– CreaKve use of digital in a physical format
– Built press interest
Source: Digital Trends, NPR
• Howler – Indie rock band from Minneapolis
– Partnered with ad agency to market debut album as a brand
– Used web analyKcs to determine effecKveness
Source: Digital Trends, NPR
• iamamiwhoami – Swedigh electronic musician
– Grew a cult following by culKvaKng mysterious idenKty
– DistribuKon via YouTube and influenKal blogs
Source: Digital Trends, NPR
• Vulfpeck – Michigan funk band – Hacked SpoKfy to raise $20,000 for a tour
– Asked fans to stream a silent album on repeat while they slep
Source: Evderbird
