music media marketing masterclass 17.09.2014 nordische botschaften, felleshus
TRANSCRIPT
Music Media Marketing Masterclass
17.09.2014Nordische Botschaften, Felleshus
Key points
• German recorded (and media) market, still physical
• Album and CD driven
• Decentralized (16 federal states)
• Specialized PR/Promo services
• Longer timelines. Respect deadlines.
• Provide relevant assets/stories. PR’s aren’t magicians
• Importance of UK/US media
• Social Media - not always as social
German recorded market
• 3rd largest recorded music market
– 77,4 % physical sales / 22,6 % digital sales in 2013 (Streaming 4,7%)
– 60,5 % of the Top 100 albums were national repertoire in 2013 (comparison 2004 – 39 %)
German Media in general
• The German music market is due to its size diversified and fragmented.
• This also causes that the landscape for music media is highly specialized
• It is often organized regionally or diversified in terms of the various media formats into Radio/ TV/ Print/Online
Listening habits
• 91% of the girls and 89% of the boys states that listening to music is the most or very important media activity to them.
• 90 % of German teens are daily/several times a week online. Nearly same percentage watches TV (JIM-Study 2013)
• 78 % listen to the radio daily, but only 21% of girls and 24% of boys read music magazines
• Radio, leading media format for music (42.1 %). Online-radio at 8.8%, video-streaming 8.9%, audio-streaming 3.2 and premium-audio-streaming 2.4% (BVMI).
Preferred media for music listening
Source: Jahrbuch BVMI 2013
Radio
• Almost every Bundesland has its own radio station - the market for FM radio is very restrictive
Key ones for „new“ music:
• WDR/Eins Live (Ø 1 Mio listeners p.h.)• RBB/Radio Fritz (Ø 79.000 list. p.h.)• MDR - Sputnik (Ø 141.000 list p.d.)
• Private Radio stations: Flux.fm• Online Radio station: Byte.fm /Detektor.fm / BLN.fm
Radio
• The daytime is often regulated by a scheduled playlist.
• In the evening shows, editors have more chances to place songs that wouldn´t fit into the daily programme.
• Public and also some private radio stations offer sessions for radio concerts, live recorded sessions or studio visits.
Music in Print - Circulation
• Printed music magazines became heavily under pressure. The circulation of magazines is shrinking since years.
• Still compared to other markets print is still very strong in Germany.
• Daily papers and weekly magazines, like Sueddeutsche Zeitung or der Spiegel, die Zeit feature pop artists
Music in Print - Circulation
• Intro Magazine (120.000. Free copies)
• Rolling Stone (50.600 ) • Musikexpress (51.000) • Metal Hammer (41.000) • Visions (31.600)• Rock Hard (30.700)• Spex (11.500)• Groove (11.500)
• The most important music online magazines are the online services of the established music magazines and broadsheets/dailies (from intro.de, Spiegel Online to more mainstream sites like lout.de)
• There are music blogs in Germany but they do not play such a significant role, as in other territories
• Video Platforms are quite popular in Germany Tape.TV / Vevo / Muzu.TV /
OnlineMedia
Social Media Users Germany
Music in Television
• The prior leading TV stations in the music sector - MTV and Viva aren’t relevant anymore
• Niche broadcaster like Arte or ZDF Kultur/Neo have established own high-quality music formats like “Tracks” or “Open Air”
• The boom for casting shows seem to be over in Germany.
• There are hardly any possiblities to place emerging artists in German TV
The following session - constrains
• Genre focus: pop/rock/indie• Formats: Print and Online• Focus on „new“ talent and how
to break into the market• Concret examples
Thanks!