digital cowboys music marketing strategies april 2013
TRANSCRIPT
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
[email protected]@davekusek
digitalcowboys.com
© 2013 David Kusek