sxsw: artists & labels embrace virtual worlds
DESCRIPTION
Presented at South by Southwest in Austin, TX 3/16/2010 Music labels (Atlantic Records, EMI, Sony BMG) and musicians (Metric, Katy Perry, Weezer, Rob Thomas, Ice-T) are embracing virtual worlds by creating branded stores and virtual merchandise that engage their fans and promote and sell music and memorabilia. Learn how virtual worlds are changing the music industry and creating new revenue streams and promotion opportunities.TRANSCRIPT
Artists & Labels Embrace Virtual Worlds
Lee ClancySVP Product Management & GM Direct RevenueIMVU Inc.
SXSW - March 16, 2010
2
Today’s Session
• About IMVU
• Video: IMVU Rocks!
• Music on IMVU
• Q & A
3
An online community where members use 3D avatars to meet new people, chat, create and play
What’s IMVU?
4
Company Overview
• Founded in April, 2004
• Based in Palo Alto, CA
• 70 employees
• 3 institutional rounds
• $30M raised
5
0
10
20
30
40
45M
Business Snapshot
• 3D avatars
• Virtual goods
• 45M registered users
• 10M uniques/month
• $30M+ revenue run rate
• Profitable
Cumulative Registrations
6
Attractive Demographics
70% Female
60% 18+ yrs old
60% USA
7
User-Generated Content
0.0
0.5
1.0
1.5
2.0
2.5
3.0M
06/04
12/04
06/05
12/05
06/06
12/06
06/07
12/07
06/08
12/08
06/09
3+ Million Virtual Items
8
Celebrating with Mohawks
9
Shameless Promotional Plug
We’re Hiring!www.imvu.com/jobs
10
Video: IMVU Rocks!http://www.youtube.com/watch?
v=oBGgXN1dFTY
11
IMVU Music Store
• We sell music:
– Non-interactive streaming (for use on IMVU
only)
– Downloads (DRM-free MP3)
• Both major label & independent artists
• Catalog includes over 2.4 million tracks
• Launched in November 2008
12
Music as Shared Social Experience
Music is an inherently social experience on IMVU:
• Users buy music to listen to it together…
• …and dance, dress up, or play DJ
• IMVU sells it all: dance animations, clothing &
3D furnishings
• 12 million hours listened (since launch)
• 234 million total listens (since launch)
13
Music as Retention Driver
Music buyers on IMVU…
• Are typically adult (18+)
• Buy an average of 6 (teens) to 19 (adults)
tracks
• Buy early in their IMVU experience (during
1st week)
• Remain on IMVU 6x longer than non-music
buyers
14
Promotion & Artist Development
IMVU is an effective social venue for artist
promotion:
• Album launch support via IMVU (750,000
Facebook Fans)
• Not just a retailer, but a diverse community in
many genres
• Platform for emerging artists via TuneCore
partnership
15
Emerging Opportunities
IMVU’s unique music environment enables new
experiences:
• Branded virtual merchandise campaigns with
top artists
• Artist IP + 3D virtual content = new fan
engagement
First time ever: Pink Floyd will allow IMVU “Creators” to build new 3D content using the band’s licensed trademarks
16
Q & A