music entertainment experience
Post on 17-Jan-2015
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Music Entertainment Experience
Daniel Chang Shaun Ching
Entertainment MarketingIMC
Project Goal….
Marketing communications guideline to
promote music as multiple form of
entertainment experiences in the US music industry
Presentation Outline
Situation analysis Music as entertainment experience Music creation process Marcomm guideline / strategy to promote
music
Trend at a Glance in 2006 15-19 yrs old the single largest audience group consuming music 25-44 yrs old comprises 33.5% of the largest block of audience Music industry annual global sales at $38 billion (2004) The global piracy industry is estimated to be worth about $4.8 billion (2004). Record store still registered 35.4% of the music purchase Digital downloads increase to 6.8% from 1997 to 2006 The long-tail of the music forms an aggregate of 21.8% (religious to
children music)
SWOTStrength
•Music is the most common entertainment resource
•Large catalogs allow licensing bundles and cross-promotion
Weakness
•Lack of flexibility in existing marketing models
•Regulations restrict royalty rates and intermediate rights collections
•Licensees dissatisfied with high royalty rates
Opportunity
•Internet expansion provides new marketing outlets and breaks the barriers to entry
•New technology eases identification of valuable rights and allows broad extension of sponsorship and music placement
•Increased consumer interest in “long tail” music
Threat
•Expansion of internet and fragmentation of audience threaten old model of promotion
•Piracy and P2P software make music cost nothing and easy to get
Acquired content (Song Writer) Content created by Artist
Producers Value Chain
Distribution Value Chain
Publisher
Artist / Performer
Record Label
Production/ Manufacturing / Of Music into distributable form
Distribution Marketing, Advertising, Promotion
Stores Consumer
Online Music Stores / stations
Artist / Performer
IP Rights protection body
Compose, Produce and Record
Copyright and Licensing Marketing and Promotion
Manufacturing and Distribution
Inventory and Sales
Consumers
IP Rights and Piracy enforcement
Digital Distribution and sales
Music Value Chain
• Physical distribution is increasingly moving away from music specialty stores towards big box retailers, such as Best Buy and Wal-Mart, and Internet retail stores such as Amazon.
• Supply chain radically transformed, intermediaries disappearing, power of the major record labels diminishing.
• Digital delivery methods democratized the power structure towards the artists, and strategic partner distribution become more relevant
• Consumers choose to share music, instead of purchasing .
Channels of Distributing Music
Acquired content (Song Writer) Content created by Artist
Producers Value Chain
Distribution Value Chain
Publisher
Artist / Performer
Record Label
Production/ Manufacturing / Of Music into distributable form
Distribution Marketing, Advertising, Promotion
Stores Consumer
Online Music Stores / stations
Artist / Performer
IP Rights protection body
Compose, Produce and Record
Copyright and Licensing Marketing and Promotion
Manufacturing and Distribution
Inventory and Sales
Consumers
IP Rights and Piracy enforcement
Digital Distribution and sales
Music Value Chain
Music as entertainment experience
Listening Live
Social Collection
Music Creation Process
John Legend
Recording Publishing DistributionMarketing & Promotion
Art & Repertoire
+
Marcomm guideline / strategy to promote music
General / Elvis
U2 Madonna
Listening Live
Social
Collection
Social
Collection
Listening Live
Social Collection
LiveListening
Social
LiveListening
Collection
Radiohead
Radiohead
40% 30%
Recording Publishing DistributionMarketing & Promotion
Art & Repertoire
Radiohead
40% 30%
Recording Publishing DistributionMarketing & Promotion
Art & Repertoire
Madonna
Recording Publishing DistributionMarketing & Promotion
Art & Repertoire
40% 30%
Marcomm Guidelines
1. Understand the product (the music artist/style)
2. Diagnose customer motivation and need3. Determine brand positioning of the music
artist
4. Develop targeted marcom strategy to serve customer’s music consumption need
Q & A
Thank you!
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