how-to sell your music online

Dr. David Mitchell and Jennifer Jones, APR

HOW TO PROMOTE YOUR MUSIC ONLINE:

A GUIDE TO SOCIAL MEDIA FOR THE MUSICIAN

February 20, 2015

Copyright Anderson Jones PR, 2015

Anderson Jones PR DAVID MITCHELL MUSIC

WHO WE ARE:

Dr. David Mitchell @music_comp

Jennifer Jones, APR @jonesyjen

Anderson Jones PR DRIVING BUSINESS AT THE SPEED OF INFORMATION

AIMM Atlanta Institute of Music and Media

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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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WHAT WE’VE LEARNED THE ONLINE MUSIC LANDSCAPE: Consumer music trends

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MUSIC CONSUMPTION TRENDS

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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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THE RETURN OF VINYL

Quality Nostalgia Collectible Artist Control

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TOP SELLING VINYL OF 2014

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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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TO STREAM OR NOT TO STREAM

Visibility versus Profitability

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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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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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TO VIDEO OR NOT TO VIDEO

Engagement versus Profitability

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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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TO RADIO OR NOT TO RADIO

Air Play versus Profitability

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THE RADIO BUSINESS MODEL

RADIO: (including Sirius) 18¢ per radio play

COLLEGE RADIO: 6¢ per radio play

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STREAMING CONCERTS

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WHAT WE’VE LEARNED CREATIVE CASE STUDIES: How musicians market their music online

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CROWD-FUNDING

Backers get exclusive content 24,883 backers for her album $1,192,793 pledged

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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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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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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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BRANDS THAT OWN RECORD LABELS

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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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MUSIC LICENSING FOR MARKETERS

Align yourselves with marketing, content and advertising agencies Submit music samples to licensing sites

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MUSIC LICENSING WEBSITES

   h*p://audiojungle.net      h*ps://www.tunefruit.com      h*ps://www.audiosocket.com    h*p://www.beatpick.com      h*p://www.youlicense.com      h*p://www.bmi.com/licensing/entry/website

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WHAT WE’VE LEARNED THE SOCIAL MEDIA LANDSCAPE: How people engage with each other today

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PEER-TO-PEER SHARING

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SOCIAL MEDIA TRIBE MAPPING

HEALTH

DOGS

ACOUSTIC

MUSIC FOOD

FAMILY

R&B

FASHION

CELEB SHOPPING

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FAMILY

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PEOPLE ARE TALKING WITHOUT YOU

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SOCIAL MEDIA SITES EXPLAINED

Read my coffee knowledge

Watch me make & drink coffee

Watch me drink coffee in 6 sec

Here are cool coffee images

Here 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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HASHTAGS FIND YOUR “TRIBE”

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GROUPS FIND YOUR “TRIBE”

SOCIAL CONTENT CONNECTS IN SEARCH

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SOCIAL MEDIA CONTENT Feeds Through

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YOU & YOUR MUSIC

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WHAT WE’VE LEARNED THOUGHT LEADERSHIP FOR EDUCATORS: The new approach to “publish or perish”

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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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SOCIAL INFLUENCE RANKINGS

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WHAT WE’VE LEARNED QUESTIONS TO ASK YOURSELVES: Match your actions to your goals

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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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THANK YOU

Dr. David Mitchell @music_comp

Jennifer Jones, APR @jonesyjen

david@davidmitchellmusic.com jennifer@andersonjonespr.com