how to promote your music online: a social media guide for the musician
TRANSCRIPT
Dr. David Mitchell and Jennifer Jones, APR
HOW TO PROMOTE YOUR MUSIC ONLINE:
A GUIDE TO SOCIAL MEDIA FOR THE MUSICIAN
February 20, 2015
Anderson Jones PRDAVID MITCHELL MUSIC
WHO WE ARE:
Dr. David Mitchell@music_comp
Jennifer Jones, APR@jonesyjen
Anderson Jones PRDRIVING BUSINESS AT THE SPEED OF INFORMATION
AIMMAtlanta Institute of Music and Media
Anderson Jones PRDAVID MITCHELL MUSIC
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 LEARNEDTHE ONLINE MUSIC LANDSCAPE:
Consumer music trends
DAVID MITCHELL MUSIC
Anderson Jones PR
MUSIC CONSUMPTION TRENDS
DAVID MITCHELL MUSIC
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
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THE RETURN OF VINYL
Quality
Nostalgia
Collectible
Artist Control
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TOP SELLING VINYL OF 2014
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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
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TO STREAM OR NOT TO STREAM
Visibility versus Profitability
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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.
Anderson Jones PRDAVID MITCHELL MUSIC
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)
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TO VIDEO OR NOT TO VIDEO
Engagement versus Profitability
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ARTIST ROYALTIES: VIDEO SHARING
VEVO:
.00238 ¢ per view
YOUTUBE:
.005 ¢ per view
$5 per 1000 ad views
VIMEO:
No artist royalties paid
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TO RADIO OR NOT TO RADIO
Air Play versus Profitability
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THE RADIO BUSINESS MODEL
RADIO: (including Sirius)18¢ per radio play
COLLEGE RADIO:6¢ per radio play
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STREAMING CONCERTS
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WHAT WE’VE LEARNEDCREATIVE CASE STUDIES:
How musicians market their music online
DAVID MITCHELL MUSIC
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CROWD-FUNDING
Backers get exclusive content
24,883 backers for her album
$1,192,793 pledged
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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
Anderson Jones PRDAVID MITCHELL MUSIC
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.
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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
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BRANDS THAT OWN RECORD LABELS
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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
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MUSIC LICENSING FOR MARKETERS
Align yourselves with marketing, content and advertising agencies
Submit music samples to licensing sites
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MUSIC LICENSING WEBSITES
http://audiojungle.net
https://www.tunefruit.com
https://www.audiosocket.comhttp://www.beatpick.com
http://www.youlicense.com
http://www.bmi.com/licensing/entry/website
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WHAT WE’VE LEARNEDTHE SOCIAL MEDIA LANDSCAPE:
How people engage with each other today
DAVID MITCHELL MUSIC
Anderson Jones PRDAVID MITCHELL MUSIC
PEER-TO-PEER SHARING
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SOCIAL MEDIA TRIBE MAPPING
HEALTH
DOGS
ACOUSTIC
MUSICFOOD
FAMILY
R&B
FASHIO
NCELE
B
SHOPPING
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FAMILY
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PEOPLE ARE TALKING WITHOUT YOU
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SOCIAL MEDIA SITES EXPLAINED
Read my coffee
knowledge
Watch me make
& drink coffee
Watch me drink
coffee in 6 sec
Here are cool
coffee imagesHere 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
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HASHTAGS FIND YOUR “TRIBE”
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GROUPS FIND YOUR “TRIBE”
SOCIAL CONTENT CONNECTS IN SEARCH
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SOCIAL MEDIA CONTENT
Feeds Through
DAVID MITCHELL MUSIC
YOU & YOUR MUSIC
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WHAT WE’VE LEARNEDTHOUGHT LEADERSHIP FOR EDUCATORS:
The new approach to “publish or perish”
DAVID MITCHELL MUSIC
Anderson Jones PRDAVID MITCHELL MUSIC
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
Anderson Jones PRDAVID MITCHELL MUSIC
SOCIAL INFLUENCE RANKINGS
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WHAT WE’VE LEARNEDQUESTIONS TO ASK YOURSELVES:
Match your actions to your goals
DAVID MITCHELL MUSIC
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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
Anderson Jones PRDAVID MITCHELL MUSIC
THANK YOU
Dr. David Mitchell@music_comp
Jennifer Jones, APR@jonesyjen