How to Promote Your Music Online: A Social Media Guide for the Musician
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Transcript of How to Promote Your Music Online: A Social Media Guide for the Musician
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Dr. David Mitchell and Jennifer Jones, APR
HOW TO PROMOTE YOUR MUSIC ONLINE:
A GUIDE TO SOCIAL MEDIA FOR THE MUSICIAN
February 20, 2015
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Anderson Jones PRDAVID MITCHELL MUSIC
WHO WE ARE:
Dr. David Mitchell@music_comp
Jennifer Jones, APR@jonesyjen
Anderson Jones PRDRIVING BUSINESS AT THE SPEED OF INFORMATION
AIMMAtlanta Institute of Music and Media
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Anderson Jones PRDAVID MITCHELL MUSIC
AGENDA:
I. The Online Music Landscape
II. Creative Case Studies
III. The Social Media Landscape
IV. The New “Publish or Perish” Model
V. Questions To Ask Yourselves
VI. Q&A
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Anderson Jones PR
WHAT WE’VE LEARNEDTHE ONLINE MUSIC LANDSCAPE:
Consumer music trends
DAVID MITCHELL MUSIC
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Anderson Jones PR
MUSIC CONSUMPTION TRENDS
DAVID MITCHELL MUSIC
1,650 millennials were asked how they listen to music:
Streaming Music Services
Digital Downloads
Radio
YouTube
Vinyl Records
31%
17%26%
12%
13%
Source: pinpoint market research, January 2015
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Anderson Jones PRDAVID MITCHELL MUSIC
THE RETURN OF VINYL
Quality
Nostalgia
Collectible
Artist Control
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Anderson Jones PRDAVID MITCHELL MUSIC
TOP SELLING VINYL OF 2014
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Anderson Jones PRDAVID MITCHELL MUSIC
MUSIC CONSUMPTION TRENDS
How fans discover new music:
0% 5% 10% 15% 20% 25% 30% 35% 40%
Radio
Pandora
Spotify
YouTube
Soundcloud
Friends (WOM)
GrooveShark
Zune
38% Radio
27% Streaming
18% YouTube
18% Friends
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Anderson Jones PRDAVID MITCHELL MUSIC
TO STREAM OR NOT TO STREAM
Visibility versus Profitability
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Anderson Jones PRDAVID MITCHELL MUSIC
ARTIST ROYALTIES: STREAMING
SPOTIFY:
.007 ¢ per stream
% of the total streams that month
PANDORA:
.003 ¢ per stream
RHAPSODY:
0.69 ¢ per stream
GROOVESHARK:
None
Zune:
2.8¢ per steam
Soundcloud:
None … yet. Ads and royalties are coming.
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Anderson Jones PRDAVID MITCHELL MUSIC
ARTIST ROYALTIES: DOWNLOADS
iTUNES:
$6 - $7 per album sold
60 - 70¢ per song sold
eMUSIC:
$4.40 per album sold
40¢ per song sold
Amazon:
21% of the amount Amazon pays to acquire the subscriber
(during free trials = zero)
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Anderson Jones PRDAVID MITCHELL MUSIC
TO VIDEO OR NOT TO VIDEO
Engagement versus Profitability
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Anderson Jones PRDAVID MITCHELL MUSIC
ARTIST ROYALTIES: VIDEO SHARING
VEVO:
.00238 ¢ per view
YOUTUBE:
.005 ¢ per view
$5 per 1000 ad views
VIMEO:
No artist royalties paid
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Anderson Jones PRDAVID MITCHELL MUSIC
TO RADIO OR NOT TO RADIO
Air Play versus Profitability
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Anderson Jones PRDAVID MITCHELL MUSIC
THE RADIO BUSINESS MODEL
RADIO: (including Sirius)18¢ per radio play
COLLEGE RADIO:6¢ per radio play
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Anderson Jones PRDAVID MITCHELL MUSIC
STREAMING CONCERTS
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Anderson Jones PR
WHAT WE’VE LEARNEDCREATIVE CASE STUDIES:
How musicians market their music online
DAVID MITCHELL MUSIC
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Anderson Jones PRDAVID MITCHELL MUSIC
CROWD-FUNDING
Backers get exclusive content
24,883 backers for her album
$1,192,793 pledged
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Anderson Jones PRDAVID MITCHELL MUSIC
PERKS FOR FINANCIAL BACKERS
Michael Shoup: Largest financial backer gets a
concert at their house during the tour
Kat Parson: Largest financial backer gets to
Skype a cover session
onelinedrawing: Largest financial backer gets to write the set list
Dan Macauley: Largest financial backer gets to sing on stage with Dan
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Anderson Jones PRDAVID MITCHELL MUSIC
MORE THAN JUST MUSIC MARKETING
Architecture in Helsinki: Partnered
with local artists to create clothing
and accessories that embody their
album Now + 4EVA’s positivity
Wu Tang Clan: Only
one copy of the album
Once Upon A Time In
Shaolin was produced.
Fans visit galleries or
museums to hear it.
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Anderson Jones PRDAVID MITCHELL MUSIC
MUSIC LICENSING
Film and Television
• More opportunities
• Licensing fees are down
Gaming
• Licensing fees are up with performance based royalties
Advertising
• Jingles are out
• Emerging artists are IN
• Cool bands make cool brands
• A forever-association with the song
• Brands are creating their own recording labels
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Anderson Jones PRDAVID MITCHELL MUSIC
BRANDS THAT OWN RECORD LABELS
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Anderson Jones PRDAVID MITCHELL MUSIC
MUSIC LICENSING FOR MARKETERS
Video will account for 69% of all internet
traffic by 2017
73% of marketers plan to make video
the dominant force of their campaigns
Videos need music
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Anderson Jones PRDAVID MITCHELL MUSIC
MUSIC LICENSING FOR MARKETERS
Align yourselves with marketing, content and advertising agencies
Submit music samples to licensing sites
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Anderson Jones PRDAVID MITCHELL MUSIC
MUSIC LICENSING WEBSITES
http://audiojungle.net
https://www.tunefruit.com
https://www.audiosocket.comhttp://www.beatpick.com
http://www.youlicense.com
http://www.bmi.com/licensing/entry/website
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Anderson Jones PR
WHAT WE’VE LEARNEDTHE SOCIAL MEDIA LANDSCAPE:
How people engage with each other today
DAVID MITCHELL MUSIC
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Anderson Jones PRDAVID MITCHELL MUSIC
PEER-TO-PEER SHARING
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Anderson Jones PRDAVID MITCHELL MUSIC
SOCIAL MEDIA TRIBE MAPPING
HEALTH
DOGS
ACOUSTIC
MUSICFOOD
FAMILY
R&B
FASHIO
NCELE
B
SHOPPING
Anderson Jones PRDAVID MITCHELL MUSIC
FAMILY
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Anderson Jones PRDAVID MITCHELL MUSIC
PEOPLE ARE TALKING WITHOUT YOU
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Anderson Jones PRDAVID MITCHELL MUSIC
SOCIAL MEDIA SITES EXPLAINED
Read my coffee
knowledge
Watch me make
& drink coffee
Watch me drink
coffee in 6 sec
Here are cool
coffee imagesHere are my
coffee sounds
I like coffee &
coffee people
I share/read links
about #coffee
I have many
coffee skills
Here are “real”
coffee moments
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Anderson Jones PRDAVID MITCHELL MUSIC
HASHTAGS FIND YOUR “TRIBE”
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Anderson Jones PRDAVID MITCHELL MUSIC
GROUPS FIND YOUR “TRIBE”
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SOCIAL CONTENT CONNECTS IN SEARCH
Anderson Jones PR
SOCIAL MEDIA CONTENT
Feeds Through
DAVID MITCHELL MUSIC
YOU & YOUR MUSIC
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Anderson Jones PR
WHAT WE’VE LEARNEDTHOUGHT LEADERSHIP FOR EDUCATORS:
The new approach to “publish or perish”
DAVID MITCHELL MUSIC
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Anderson Jones PRDAVID MITCHELL MUSIC
THE NEW “PUBLISH OR PERISH”
Expertise level is now measured by
social influence:
• Size of online following
• ReTweet/Share Rate
• Blog subscribers
• Video views
Thought leadership position delivers:
• Speaking opportunities
• Media opportunities
• Publishing opportunities
• Tenure track requirements
• Elevated school brand position
• Student enrollment and retention
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Anderson Jones PRDAVID MITCHELL MUSIC
SOCIAL INFLUENCE RANKINGS
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Anderson Jones PR
WHAT WE’VE LEARNEDQUESTIONS TO ASK YOURSELVES:
Match your actions to your goals
DAVID MITCHELL MUSIC
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Anderson Jones PRDAVID MITCHELL MUSIC
WHAT TO ASK YOURSELF
Do I want to license my music?
Do I want to sell streams, downloads, albums, merch, tickets?
Do I want to raise money to produce my music?
Do I want to enhance my professional reputation and employability?
Do I want to meet my tenure track requirements and goals?
Do I want to share and promote my music publications?
ONCE YOU KNOW YOUR GOALS, YOU KNOW WHICH SITES TO
USE AND WHAT CONTENT TO SHARE
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Anderson Jones PRDAVID MITCHELL MUSIC
THANK YOU
Dr. David Mitchell@music_comp
Jennifer Jones, APR@jonesyjen