Abby Mazza

Abby MazzaDistribution Plan

Madeleine Young, Jacqueline Howell, & Shaina Birbalsingh

IntroductionAbby Mazza is a 21 year old singer songwriter who grew up in a small town in Georgia and moved to Orlando, Florida in 2014 to pursue her goals of becoming a performer. She has loved music since the age of 7 and always knew she wanted to

perform. She has a light, ethereal voice and captures audiences with her enchanting songs.

Abby’s fans are centralized to the Georgia and Florida areas. She has 139 Facebook fans and 107 Twitter followers. She has experience playing small (<50) audiences, performing in chorus, and playing local non-professional shows. Her manager is Jacqueline Howell and can be reached at [email protected].

mailto:[email protected]

Table of ContentsChapter 1: The Product & Pricing

ProductCompetition

Chapter 2: The FansIdeal FanLifestyle

Chapter 3: Manufacturing & DistributionDistribution Outlets

Chapter 4: The DealWork For Hire

Chapter 5: FinancialsFundingMonetization & Revenue Streams

Chapter 6: Online MonetizationChannels of Distribution

Chapter 7: Social Media CampaignSocial Media

Chapter 8: The Email ListNewsletters

Chapter 9: PublicityMedia Contact Sheet

Chapter 10: The Release StrategyPre-ReleaseReleasePost-Release

Chapter 11: Projections & ProfitsFundingMonetization & Revenue Streams

Chapter 12: Future OpportunitiesExpansion

1.The Product & Pricing

Abby’s first single

Growing Smallabby mazza

Product & PriceThe product to be released is Abby Mazza’s upcoming single, “Growing Small”. This digital-only release will be available April 1st, 2016, and an EP will succeed it in the following months. It will be sold on iTunes for $0.99 and streamed on Spotify. It will not be released physically because the market for people buying physical singles has rapidly declined.

CompetitionThree artists who are direct competitors of Abby Mazza include

None of these artists have any physical sales. They are all local to Florida and have a similar style of music. Compared to their pricing methods, Abby Mazza’s single will be priced at $0.99 through iTunes. The single is based on competition based pricing due to the fact that Abby is a beginning artist in need of getting her name out into the market.

Gabrielle McCaghren, Stephanie Berlanga, & Erin Rianna

Gabrielle McCaghren has two songs available on ReverbNation for free.

Stephanie Berlanga has music available to stream on Spotify, five songs on ReverbNation, and a five song EP for sale on iTunes for $4.95.

Erin Rianna has over 20 songs available on ReverbNation.

2.The Fans

Our target fan

Ideal FanAbby’s #1 fan is a 20 year old female named Lily. She is currently a sophomore at Rollins College, and is earning a degree in Journalism. As a Journalism major, she enjoys keeping up to date with current news and reading nonfiction works. Along with reading, she loves to write. She spends most of her free time at local farmer’s markets, coffee shops, libraries, and parks. She does a lot of her shopping at Free People, and the last purchase she made was a pair of leggings from Lululemon. Her preferred genres of music include a combination of indie, acoustic, and pop. She likes to collect vinyl and prefers its sound quality, but still streams most of her music on Spotify. She’s active on Facebook, Instagram, Pinterest, and Flickr. She comes from an upper class family, but has a part time job at a local coffee shop to keep herself grounded. Independence is very important to her, so she chooses not to heavily rely on her parents financially. Feminism is another important value that is held dear to her heart.

http://www.polyvore.com/cgi/img-thing?.out=jpg&size=l&tid=67622021

LifestyleThe lifestyle market of Abby’s fans consist of mainly locally based shops that sell coffee, tea, organic foods, used clothing, and books. They tend to stray away from big corporations like Starbucks, and prefer taking their business to places like Austin’s Coffee Winter Park, Pom Pom’s Tea & Sandwicheria, Sleeping Moon Cafe, and Drunken Monkey Coffee Bar. Some online lifestyle accounts that her fan’s are interested in include Etsy, Free People, Forever 21, Teavana, and Passion Planners. They are subscribers of Rookie Magazine, Hello Giggles, Our Shared Shelf, Elle, and the Free People blog.

rookiemag.com / elle.com / hellogiggles.com

3.Manufacturing & Distribution

Distribution outlets

Distribution Outlets Online outlets will be our main means of distribution. We will use the comparable method and look at our artist’s competitors sales to

determine our sales projections. We will also be manufacturing digital download cards to give out at local shows through Uprinting.

com. 2,500 will be produced for a cost of $38.81.

Abby Mazza

“Growing

Small”

free digital download

4.The Deal

Work for hire

Work for Hire

It is very important to the artist that she keeps ownership of the master. The release is only a single digital download, so

there is no need for manufacturing. Also, this will be cost effective since the producer only needs to be paid for one song.

5.Financials

Funding & monetization

FundingIn order to fund this project, we will use Indiegogo as our primary source of funding. We will also utilize Facebook, Instagram, Twitter, and Periscope to market and draw attention to our crowdfunding campaign. In addition to crowdfunding, we will also have Abby involved in a brand partnership deal with Heart Song Naturals, a local organic soap company in Orlando, FL.

beautifulyouatl.com

Monetization & Revenue Streams

The revenue streams include the crowdfunding campaign on Indiegogo, YouTube views, iTunes downloads, and Spotify and Pandora streams.

Projected units sold through each channel:Indiegogo - 5,000 unitsYoutube - 10,000 viewsiTunes - 1,000 downloadsSpotify - 10,000 streamsPandora - 10,000 streams

Ancillary ProductsWe are going to have a bundle deal that includes the digital download or digital download card of the single and a t-shirt. Since Abby is extremely new to the music scene and we have only planned to release a single at this time, the only ancillary products are going to be t-shirts.

deviantart.com

LicencingWe are targeting movies and television for potential licensing opportunities. We are approaching these targets through

They license music to TV shows such as The Carrie Diaries and Grey’s Anatomy, and movies such as the Twilight series and The Perks of Being a Wallflower, which perfectly fit Abby’s style of music.

chopshoprecords.com

Brand DealsWe plan on partnering with a local soap company here in Orlando called Heart Song Naturals. They are an organic soap company that distributes their products at the Audubon Community Market. This would be a great place to promote and sell Abby’s music. This would be a good start in getting Abby’s name out there locally as an upcoming artist.

orlandoservefoundation.org

InfomercialOur infomercial will feature clips of Abby in the recording studio. It will be slow, dream-like, and enjoyable, which is what we want her music to be portrayed as. It will also feature bonus clips of her upcoming music video to get fans excited for its release. The infomercial will be placed on Abby’s YouTube channel and website. At the moment, we should be able to handle the orders. As Abby’s fan base grows, we will eventually hire a third party customer service firm to handle the orders. No phone number will be provided, just a website URL.

deviantart.com

6.Online Monetization

Channels of distribution

Channels of DistributionCD = Aggregator3rd party platforms = SoundcloudStreaming platforms = Spotify, Google Play, Apple Music

Music Video distribution will be done through YouTube and music will be sold through Amazon and iTunes.

Abby will have a page on CD Baby as well as a Bandzoogle website...

bandzoogle.com

7.Social Media Campaign

Gaining a following

Current Stats

facebook

instagram

twitter

139 382

108

CampaignThe social media platforms that we will be using for this project are Twitter, Instagram, Facebook, Periscope, and Snapchat. The categories of the social media posts are going to be mostly promotional and studio clips, but some personal posts will also be put up to showcase Abby’s personality and allow her to connect with her fans on a more personal level.

Tweets posted 4 times a dayInstagram post every other day

Facebook post 2 times a dayPeriscope stream once a week

Snapchats posted daily

Since Abby is a beginner artist with a very limited following, we will have a social media manager oversee her various accounts daily using a spreadsheet. As Abby grows into a more mature artist, we will consider utilizing Hootsuite after her first album is released and if she gains a larger following that requires more time and attention.

8.The Email List

Newsletter

Newsletter #1Welcome to Abby’s World! (Subject Line)

Thank you so much for subscribing to me love! I’m so excited to share my life with you :)These emails will make sure that you are among the first to receive the latest news about my music releases, upcoming tours, and exclusive contests!I’m in the process of working on something extra special for you all, so stay tuned!

Love Always,Abby <3

Mailchimp will be used for our artist’s

campaign.

Newsletter #2Special Surprise Inside… (Subject Line)

Hello love!I wanted to let you know that I’ve got some exciting news for you…The single has been recorded! I can’t wait for you to hear it.Tune into my Periscope livestream today at 5pm EST to hear more about therelease. I know you are DYING to know what it’s called. Join me later today and find out ;)

Love Always,Abby <3


campaign.

Newsletter #3EXCLUSIVE Pre-Sale Access to my *NEW SINGLE* (Subject Line)

I loved seeing how excited you were about “Growing Small” over our last Periscope date. Since you all had such sweet things to say, I’ve got a special treat for you.Use the code “ABBYLUVSU” on my website (abbymazza.com) to gain EXCLUSIVE pre-sale access to my new single, and download it before anyone else!Thank you for all the support my loves! I don’t know what I would do without you.

Abby <3


campaign.

Newsletter Sample

9.Publicity

Media contacts

Media Contact Sheet

10.The Release Strategy

Pre-release, release, and post-release

Release Strategy

Pre-ReleaseJuly & Aug

ReleaseSeptember

Post-ReleaseSep - Dec


Strategy

The pre-release strategy for the launch of this product is to increase Abby’s social media following. We want to have a decent amount of fans before we

release her music to guarantee sales.

Our goal is to reach 2,000 likes on Facebook, 1,000 followers on Twitter, and 1,500 followers on Instagram. We also want to

increase our email list to at least 300 subscribers.


Tactics

The tactics will start on July 1st, 2016. This gives us 2 months until the release of the single on September 1st, 2016.


Tactics1. Spend $400 on Facebook and Instagram ads in July and August2. Drive traffic to website and email signup list with promise of

exclusive behind the scenes content for subscribers3. Have weekly Periscope streams linked to Twitter & Facebook

accounts to build personal connection with fans4. Post vlogs on YouTube every single Monday, Wednesday, and Friday

of the recording process and link those videos to Facebook and Twitter5. Designate one hour a day to reply to Facebook comments and

Twitter mentions


Calendar

ReleaseSeptember

Strategy

The release strategy for selling this product the day it is available is to make sure that

every one of Abby’s fans is aware of the release date and also where the

product can be purchased through actively posting about the release on social media.

ReleaseSeptember

tactics

These tactics will begin on September 1st, 2016.

ReleaseSeptember

tactics

1. Send an email blast announcing the release to everyone on the mailing list2. Book on-air interview with 101.9 AMP radio to promote the single3. Release merchandise (shirts, stickers, and pins)4. Release music video5. Do a livestream on Periscope at 8pm to engage with fans and ask them for

feedback on the release

strategy

The post release strategy for selling this product is to do a small, local tour to promote Abby through live

performance. We also want to sell 500 shirts while on tour. We also have a goal of selling 1,000 units of the

single.



tactics

These tactics will start immediately following the release on September 1st, 2016 and continue on through December 31st, 2016.


tactics

1. Film a live tour documentary while Abby tours through Florida2. Announce the news that an EP will be released in the Spring of 20173. Continue with vlogs on YouTube once a week4. Create merchandise bundles with digital download cards and shirts5. Sell limited run of the single on vinyl (25 units) and promote them as exclusives

for the super fans

11.Projections & Profits

Revenue streams

In 6 Months...Spins: 0-5

Sales: 1,000 units

Social Media: 4,000-5,000 on all platforms

combined

Newsletter: 300-400

Tour Size: 50-150 per show

Key ComponentsThe primary component of the distribution plan that will elevate this artist to the next level is a crowdfunding campaign on Indiegogo. Social media websites like Facebook, Twitter, Instagram, Periscope, and Snapchat will all be used to promote and draw attention to the crowdfunding campaign. In addition, we will also have Abby involved in a brand partnership with the local organic soap company of Winter Park, FL, Heart Song Naturals.

12.Future Opportunities

Expansion

”

Looking ForwardIn the future (at least 2 years ahead), we will hopefully expand to international markets. Areas we will focus on will be the UK and Australia. We feel that these locations have a promising market for indie music like Abby’s. However, before we market to those places we want to focus on domestic expansion. Some ancillary products that we would like to offer fans in the near future are shirts and eventually produce eco-friendly faux leather bracelets.

Thank You

Abby Mazza

Documents

Transcript of Abby Mazza