building a successful strategy to interest brands
DESCRIPTION
By Jakob Lusensky, CEO, Heartbeats International (Sweden) In the future, music will be free. What is changing is how artists will get paid for it and what they get paid for. This presentation unveils the essential steps for artists, labels and live sector to successfully attract attention from brands and secure a career in the new music economy.TRANSCRIPT
Vision
Goals
ValuesWhat’s important for you as an
artist/band/record label or festival?
Define the core values that you want the fans to associate you with
Are you authentic, independent, rebellious, contemporary, trendy etc...
These will later on be matched to the b®and values
Your platforms
How can your platforms be of help for a company in generating b®and awareness?
What are your touch-points with the audience?
How many people get exposed to your music?
How much time do they interact with you on these platforms?
Your tribe5 questions to answer that are important for b®ands:
Who are they?
How many are they?
Where are they?
How do you keep in contact with them?
How do they connect to one another?
Your tribeCase: John Legend
Network
Get Lifted may have sold 3 million copies;
But Legend didn't own the sales data, so he had no way of contacting those fans.
When people join his new club, they provide demographic information, which he builds a business around.
Your storyNo, not biography - a story
What is a story and what makes it good?
What is your unique story?
What you are looking for in a b®and partnership?
What you are looking for in a b®and partnership?
What you are looking for in a b®and partnership?
What you are looking for in a b®and partnership?
What you are looking for in a b®and partnership?
What you are looking for in a b®and partnership?
What you are looking for in a b®and partnership?
Avoiding the sell-out
Partnerships that focus on mutual benefitsrather than financial transactions tend to be more happy and effective.
Avoiding the sell-out
Agree on objectives Align valuesWeigh the brand of the band
vs. the b®and (the scale)Ask the fans and customersFriends in real life
