digital cowboys music marketing strategies april 2013

The Future of MusicMarketing Strategies

Dave KusekSenior PartnerDigital Cowboys

Broken ModelThe label model is no longer dominant.

CD sales have collapsed.

Financial model based on recording is broken.

Profitable touring can be a challenge.

New music businesses can be successful.

An collaborative approach is needed.

© 2013 David Kusek

The Traditional Music Business

+ Recording

+ Writing

+ Performing

+ Licensing

© 2012 David Kusek

How Musiciansmake Money

Connect with an Audience✦Perform - touring✦Write songs - publishing✦Sell songs - recording✦Sell Merchandise

© 2012 David Kusek© 2013 David Kusek

The Good News:

People love music

We just can’t get enough.

Music consumption is at an all time high.

More music is being produced each day.

Illegal music channels are drying up.

Legal digital channels are expanding.

© 2013 David Kusek

The Bad News:

Recorded music is no longer the driving force

New ways of thinking about music and commerce are required.

Economic engine of the past 70 years has run out of fuel.

This is a big change for the entire music ecosystem.

© 2012 David Kusek

A band this big will never happen again.© 2013 David Kusek

Obscurity is the Enemy

Exposure

Discovery

Community

Revenue

New Artist Ecosystem

© 2013 David Kusek

Alex Day Go to Market Strategy

DeterminationFocusBig IdeasCreative ThinkingCultivating FansFearlessness

Direct to Fan via YouTube

The Power of YouTube

Social Marketing

YouTubeTwitterFacebookAppearancesPersonal Interaction

Digital Patronage✦Kickstarter✦Indiegogo✦Pledgemusic

Crowd Funding

Amanda Palmer

Fan Base of 500K+

$1.2 million raised on Kickstarter

© 2013 David Kusek

Active EngagementSocial MediaTwitterFacebookYouTubeTouring

PragmaticCrowdfunding

Touring Profitably

Clubs and concertsHouse partiesDigital eventsRoute MappingDiscovery

© 2013 David Kusek

Audience Sourcing

Publishing & Licensing

Licensing SongsSyncs / GamesName and LikenessEndorsementsSponsorshipsEntrepreneurial venturesStability

© 2013 David Kusek

The power of media is still with us

Merchandising

Clothing

Lifestyle products

Food

Collectibles

Jewelry

© 2013 David Kusek

The New Merch

Mobile apps

Wearable

Interactive video

Collections

Events

Episodes

New Digital Products

© 2012 David Kusek

© 2012 David Kusek

New Artist Ecosystem

Connect directly with your fans.

Create a business around yourself.

Own your masters and publishing.

Secure sponsors to generate cash.

Purchase the services you need.

Use interactive integrated marketing.

Create multiple revenue streams.

Control your career.

New Areas of Opportunity

Direct to Fan BrandingInteractive Marketing Artist ManagementCuration/Discovery Licensing

Analysis/Data Digital EventsDistribution Merchandise

Artist Networks Artist ServicesStreaming Education

Digital Products SoundtracksGames Sponsorships

Mobile Apps Collaboration

© 2013 David Kusek

Businesses to watch

Apple PitchforkBandcamp Rdio

Bandzoogle ReverbnationLive Nation Labs Rightsflow

CD Baby SongkickEchonest Swarm.fmFrontline Spotify

Google TimbreMobile Roadie Ticketfly

Daisy TopspinNext Big Sound Viinyl

Pandora We7© 2013 David Kusek

We must collaborate to create a healthy future.

© 2012 David Kusek

How can we help you?

Dave KusekDigital Cowboys

dkusek@digitalcowboys.com@davekusek

digitalcowboys.com

© 2013 David Kusek