dance music marketing done well - anjunabeats

//LESSONS LEARNED..

01_Anjunabeats

NO

“Anjunabeats is a British record label, started by producers Jono Grant and PaavoSiljamäki in 2000 which releases trance music. They were soon joined by Tony McGuiness to form Above & Beyond and have since become one of the world's largest trance labels. In 2005 Above & Beyond launched the sub-label Anjunadeep aimed at releases that don't fit under the main label's focus on trance, allowing more diversity within the Anjunabeats brand”Wikipedia

Jono

Tony

Paavo

..the label ..musicians ..DJs ..a radio show ..producers

"Anjunabeats makes everyone else look silly”Mixmag

“Last night I played 4 Anjunadeep tracks. I can't think of any label where I've done that...”James Zabiela (DJ)

http://www.youtube.com/watch?v=D5NIlHsF4QI

“Above & Beyond are not people who like to do things by halves.. they flew to Rio de Janeiro, to headline a New Year’s Eve show on Barra de Tijuca beach .....in front of one million

people”Residentadvisor.com

Number of global FM, Internet and Satellite

stations that broadcast ‘Trance Around the

World’ each week

Number of people who listen to the ‘Trance

Around the World’ podcast each week

100..

80,000..

3..Peak position achieved by ‘Trance Around

the World’ in the iTunes podcast chart

1

3

5

7

9

11

13

15

17

19

21

23

25

27

29

31

33

35

37

39

41

# 39

# 19

#9 # 6

#

4

(2004)

(2005)

(2006)

(2007)(2008/2009)

The Top 100 DJs poll is an indication of a DJ’s popularity in any one given year. It’s really that simple. Don’t forget it is voted for by the public

world wide, with 61,529 votes cast this year. It’s the punters who shape this poll each year- not

the staff at DJmag.”Lesley Wright [DJ Mag Editor], Ibiza Voice - 2003

(>350,000 votes in 2009)

Numbers aren’t everything though..

It’s the thoughts..

Q : What does Anjunabeats mean to you?**Asked to members of the Anjunabeats community forum

..and the feelings that really count

“"Anjuna has basically been the soundtrack to my clubbing life. The covers are iconic, the tracks are meaningful, and the guys running the label are a

good set of lads. They've always had passion for what they do and that comes through in the music they sign.".”

Damo J, Fan

Damo J’s Anjunabeats and Anjunadeep vinyl collection..

..every single release.

Do you get from here..

..to here?

SUCCESS

And what’s the best way to measure..

“Anjunabeats is a British record label, started by producers Jono Grant and PaavoSiljamäki in 2000 which releases trance music. They were soon joined by Tony McGuiness to form Above & Beyond and have since become one of the world's largest trance labels. In 2005 Above & Beyond launched the sub-label Anjunadeep aimed at releases that don't fit under the main label's focus on trance, allowing more diversity within the Anjunabeats brand”Wikipedia

(Here’s a clue)

BRAND

A good brand doesn’t begin with a logo

It begins with a promise

That you uphold, time and time again

You need to be consistent..

..with everything you do

"The world's most consistent trance label"DJ Magazine

2004

2008

2005

20072006

2003

Fans are essential

“If you are out there, you have fans. You have a champion. Organize these champions. You probably know who your best customers are…make those people your superheroes”Jamison Stafford, Building Buzz for Your Web Project,2006

Create fans

(diehard fans)

..fans that will come far and wide

Let them feel they’re a part of the brand

Create intimacy with the b[r]and

As part of a competition prize from InTheMix.com.au, Above & Beyond played at a secret house party in Sydney

Create aspiration with the brand

Anjunabeats ran a hotly discussed competition on their community forum where fans could win the opportunity to DJ at the Ministry of Sound for an Anjunadeep album launch party.

Create ambassadors..

Anjunabeats community forum

..who will work for your brand

Signposting

Driving traffic Crowd Sourcing TATW track listings

Sharing Information

Discussing/Voting

Creating Buzz

Anjunabeats community forum

Don’t get lost in your brand too much..

..never lose focus of what you do best

MONEY ?

‘Making music’ often used to mean ‘making money’

Lots of money

Hello digital..

..goodbye profit

Old models don’t work anymore..

..so create relevant revenue streams

“That's the thing about a small label like us where we're reliant on so many different sorts of income streams to make the whole thing viable. Any one of them on their own wouldn't give us a viable business model..”Above & Beyond, About.com

..that add value to your brand

We’re here.

Get connected

Use the mobile space..

“The mobile media landscape is primed for accelerated growth. Smartphone sales are

predicted to lead the way, accounting for nearly half of worldwide sales by 2013.

Understand what vehicles are most effective in reaching consumers.”

John Stewart, Chris Quick : Nielsen Wire/Global Mobile –Strategies for growth, 2009

..and provide relevant content

News iTunes FlickrMaps Facebook Twitter

Social ConnectivityMediaInformation

Above & Beyond iPhone app

Relevant Content

Use the social space..

..but use it properly

Use video..

..and sound..

..and make it all accessible from one place

“..even with mobile and every other digital development, the dot.com is more important

than ever.” Tony Quin, IQ Interactive : Society of Digital Agencies Two

Thousand and Ten Digital Marketing outlook

It will take time and lots of effort

But worth it.

Cheers

*All images taken from the internet without any consent whatsoever. My bad

//Web : www.checkingthetable.com//Email : kitsamho@gmail.com//Twitter : @kitsamho

Many thanks to Damo J and Beasty for the valuable input