Beyonce Case Study: Hitting Replay on Success
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Transcript of Beyonce Case Study: Hitting Replay on Success
Hitting Replay on Success
@PATRICKCINES
Let’s take a look at Beyoncé’s successAn Overview of the Case
BackgroundA brief overview of Beyoncé’s 2013
album release and its success
Celebrity AnalysisWe’ll dive into Beyoncé’s as an artist and what makes her successful
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Social Media InfluenceWe’ll break down the impact of social media on the album release and look
at Beyoncé’s influence.
Less is More Dive into a brief history of music artists that have attempted a “less is more” album release
Hit ReplayAn overview of Columbia music artists that could replicate Beyoncé’s album
release strategy
SWOT AnalysisAn strengths, weaknesses, opportunities, and threats, of implementing Beyoncé’s strategy
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Feel free to ask us anything at the end!Questions
ConclusionA complete summary of our findings
and future recommendations
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Unexpected ReleaseWithout any prior announcement,
Beyoncé was released on Dec. 13, 2013
Social Media ExclusiveThe surprise announcement was made on Instagram and Facebook
No Traditional MarketingTeam Beyoncé didn’t use any traditional ramp up marketing
No Pre-‐ReleaseUntil the day of the release, Team Beyoncé didn’t release any singles
Single DistributionTeam Beyoncé released “Beyoncé” on iTunes avoiding any other music channels
Bundled SaleiTunes distribution forced customers to purchase the entire album
A look at the album release and its successReleasing “Beyoncé”
Background
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A look at the album release and its success3 Week “Beyoncé” Sales
0
200000
400000
600000
800000
1000000
1200000
1400000
12/20/13 12/27/13 1/3/14
Albu
ms Sold
Weekly Album Sales Total Sales
In the first 3 weeks of the “Beyoncé”
release, the album sold over 1.2 million
copies with617, 000 in the first 3 days
Breaking Records
1.2 MILLION
Background
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Celebrity Analysis
Breaking DownBeyoncé Stats
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A timeline of Beyoncé's record shattering music releasesTime Between Album Releases
Celebrity Analysis
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Dangerously in Love
June 24, 2003B’Day
September 4, 2006
I Am…Sasha FierceNovember 15, 2008
4June 24, 2011
BEYONCÉDecember 13, 2013
Average 2 Years 7 Months Between Album Releases
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Beyoncé's record shattering album releasesAlbum Sales
Celebrity Analysis
10
6.57.5
3.24
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2
4
6
8
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12
DANGEROUSLY IN LOVE
B'DAY I AM…SASHA FIERCE
4 BEYONCÉ
Album Sales (M
illions)
Over Beyoncé's five studio albums, she’s
racked over 31 million album downloads
and total record sales of over 150 million.
Total Album Sales
31 MILLION+
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Tracking Beyoncé's dominance across Spotify listens Spotify Listens
Celebrity Analysis
142
3
12.8 MILLIONGlobal Dominance
monthly listeners on Spotify with 4.1 million
Spotify followers. Her most popular cities
are London (320k), LA (235k), Mexico City
(195k), and NYC (173k) putting her 40th in
the world.
100 Million Global Monthly Users (January 2016)
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A look at Beyoncé's touring successTours
Celebrity Analysis
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Dangerously in Love Tour
November, 2003
The Verizon Ladies First TourMarch -‐ April, 2004
The Beyoncé Experience
April -‐ December, 2007
I Am… World TourMarch 2009 -‐ February, 2010
The Mrs. Carter World Show Tour
April 2013 -‐ March, 2014
$22 Million$880K/Performance
$90 Million$927K/Performance
$119.5 Million$1.1M/Performance
$229.7 Million$1.74M/Performance
On the Run TourJune – September, 2014
$109.7 Million$5.2M/Performance
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A look at Beyoncé's touring successAlbum Sales vs. Performance Revenue
Celebrity Analysis
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Sep-‐02 Jan-‐04 May-‐05 Oct-‐06 Feb-‐08 Jul-‐09 Nov-‐10 Apr-‐12 Aug-‐13 Dec-‐14 May-‐16
Revenue Per Performance (M
illions $)Unit A
lbum
Sales (M
illions)
Album Sales Revenue per Performance Linear (Album Sales) Linear (Revenue per Performance)
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Women’s Empowerment
A common theme throughout
much of Beyoncé's music is
women’s empowerment
In April, 2008, Beyoncé married
artist Jay Z
Beyoncé had an early start and
platform to launch from with
Destiny’s Child
Beyoncé takes a very personal
approach to social media by sharing
intimate moments with her fans
Celebrity Analysis
Who is Beyoncé and what makes her successful?Beyoncé Profile
High ProfileMarriage
Early Start
PersonalSocial Media
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An overview of Beyoncé's social media presenceSocial Media Analysis
69 Million Followers – Avg. 126k Follow/Day – Avg. 759k likes/post – 4thMost Followed
64 Million Likes – Avg. 225k likes/post – 26 Most Liked
14 Million Followers
9 Million Subscribers
Social Media Influence
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Artists who have attempted a similar “no marketing” campaignsA Look at Similar Attempts
Less is More
Skrillex: Recess
48,000 ALBUMS SOLDin the first week that the album was for sale. Debuting on the
Billboard Top 200 at the #4 spot, the album was released through
an app called “Alien Ride” with a countdown. When the clock hit
zero, every 30 minutes a song would be released.
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Artists who have attempted a similar “no marketing” campaignsA Look at Similar Attempts
Less is More
KiD CuDi: Satellite Flight
87,000 ALBUMS SOLDin the first week that the album was for sale. With only a few hours
notice, he tweeted out “Time to make the world stand still.” The
album debuted on the BillboardTop 200 at the #4 spot.
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Artists who have attempted a similar “no marketing” campaignsA Look at Similar Attempts
Less is More
Drake: If You’re Reading This It’s Too Late
495,000 ALBUMS SOLDin the first 3 days after it was released. The album debuted on the
Billboard Top 200 at the number one position. Without any pre
release marketing or announcement, the album featured
collaborations with: PARTYNEXTDOOR, Lil Wayne and Travi$ Scott.
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Relatability
Length of Time
Between Albums
Spotify MarketShare
The artist should have a
relatable message and theme
throughout their music career
The artist should have at least
one active social media
channel greater than or equal
to their monthly Spotify
listeners
The artist should have at least
2-‐3 years between the most
recent album release
The artist should have at least
5% monthly market share of
all Spotify listeners
Hit Replay
What it takes to pull of a zero-‐marketing campaign album releaseThe Necessary Factors
Active SocialMedia Presence
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Long Time Between ReleasesThe average time between Adele’s album
releases is 3 years and 332 days
18.2% Spotify Market ShareAdele dominates the Spotify streaming space. With
18.2 million monthly listeners, she’s 21st in the world
“Love Your Self”Adele has an inspiring and consistent message
around loving yourself and just being you
Active Facebook AccountAdele’s Facebook serves as her marketing
platform to her fans and has 65 million likes
Hit Replay
A quick look at which artists can release an album withoutmarketingArtists Who Can Pull it Off
Adele
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Long Time Between ReleasesThe average time between John Legend’s
album releases is 2 years and 327 days
7% Spotify Market ShareJohn Legend dominates the Spotify streaming space.
With 7 million monthly listeners, he’s 101st in the world
Love & RelationshipsJohn Legend has a consistent message around love
and the challenges that relationships can have
Active Facebook AccountJohn Legend’s Facebook serves as his marketing
platform to his fans and has 8.8 million likes
Hit Replay
A quick look at which artists can release an album withoutmarketingArtists Who Can Pull it Off
John Legend
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• Great organic marketing which translates into PR.
• Buzz marketing boosts record sales in a down market.
• Less time wasted in marketing album to the public.
• Customer point of purchase decisions shortened
Strengths• Forces customer to trust the artist
• Less uncertain salesprojections
• Perceived copying of Beyoncé's strategy
Weaknesses
• Strategy is easily modifiable.
• Single channel distribution can boost album sales.
• Easily replicated across various media platforms
Opportunities• Unexpected artists can release an album and take
away market share with an earlier release date.
• Strategy can become saturated by other artists.
Threats
SWOT Analysis
A critical overview and analysis of this marketing strategy“No Marketing” Analysis
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Conclusion
A last overview of what it takes to successfully pull off a “no-‐marketing” campaignHow to Successfully Repeat
LIMITED TO ARTISTS 5% SPOTIFY MARKET ACTIVE SOCIAL MEDIA
2-‐3 YEARS SINCE LAST RELEASERELATABLE MESSAGERISKS INVOLVED
Only artists and not products can
successfully complete the “no-‐
marketing” marketing campaign.
With a 100 million global monthly
users, an artist needs to have at
least 5% of themonthly listeners
The artist should have at least one
active social media account that at
least equals their Spotify listeners
An artist needs to have at least 2-‐3
years since the least album release
to keep fans wanting a new album.
The artist should have a clear and
relatable message that speaks to
the fans and the entireaudience
There are a number of risks
involved in this strategy. These all
need to be taken into account
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We’re at the end! Feel free to ask us anything!Questions
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