romancing the media: what's your story?
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What’s Your Story?The importance of Media Influence and how to deal with it
professionally.
Bernard P Achampongthemusicindustry.co.uk
ideasgenuis.com
Bernard P Achampong
Clark Kent BBC Radio Producer Beverley’s Gospel
Nights Radio 1 & 1Xtra BBC Cross Trails 19 awards &
nominations since 2001
Superman ideasgenius.com Developed Warner
Music street team UKGospel.com Team Developing Gospel
music industry resource with mainstream focus
Bernard P Achampong
Strengths
IDEATION. Fascinated by ideas. Able to find connections between seemingly disparate phenomena.
STRATEGIC. Create alternative ways to proceed. Can quickly spot
the relevant patterns and issues. CONNECTEDNESS. Faith in the links between all things. Believe
there are few coincidences and that almost every event has a reason. RELATOR. Enjoy close relationships with others. Find deep
satisfaction in working hard with friends to achieve a goal. POSITIVITY. Enthusiasm that is contagious. Upbeat and can get
others excited about what they are going to do.
Define Media Influence
Media: The storage and transmission channels or tools used to store or deliver information... for any purpose.
Media Influence: The ways mass media affect how their audiences think and behave.
Time for a story…
Ananse, the King & the Lion.
Ananse, the King & the Lion
If the A
nan
se is
the
artis
t…
Th
e K
ing
Th
e L
ion
The Customer (is King) Not always direct Fickle yet Powerful Ability to influence others NEVER underestimate the customer Always be two steps ahead
Strategic Partners TV and Radio stations Print media Promoters Sponsors Bloggers
Case Study: King vs. Lion
Case Study: King vs. Lion
UK Gospel, Integrity UK and my databases Staggered email Lion first (x 300); 3 days later King (x
3000) Data capture from ‘bounce’ url Same response pattern: 2 days average Little activity from Lion Most propagation from King Most interaction from King Impact on sales from King
Why is The Media influential?What’s the story, Morning Glory?
Oasis
A man wakes up and says…
“I sell computers for a living. I have massive competition from other people
who also sell computers…
However, I’m going to do something different. I’m going to sell portable
hard drives. They won’t see it coming.”
WH
AT’S
YOU
R S
TO
RY? The world’s most popular portable hard drive… The iPod range.
WH
AT’S
YOU
R S
TO
RY? The world’s most popular portable hard drive… so far 31 million units in 2010
(not including iPhone products).
TH
E IN
FLUE
NC
E O
F A G
OO
D
STO
RY
“The choice we made was music.
Why music? Well, we love music… and it’s always good to do something you love.
More importantly, music is a part of everyone’s life. EVERYONE!
Music’s been around forever and it will always be around.
…This amazing device holds a thousand songs and goes right in my pocket.”
Steve JobsiPod Tech launch, 2001
What’s Your Story?
The relationships with the customer and The Media
Define Media Influence
Media: The storage and transmission channels or tools used to store or deliver information... for any purpose.
Media Influence: The ways mass media affect how their audiences think and behave.
How big is the UK Media?
270 media owners: • 857 radio stations• 532 television channels• 1,601 newspapers• 1,960 magazines
approx. 200 million blogs… worldwide
What does The Media want?
‘Content analysis is a summarizing, quantitative analysis of messages…’
Narrative (Story + Opinion) + Promotions = Content
Sizzle vs. Steak
Barack Obama Kirk Franklin 50 Cent Muyiwa E-Tizz Young Kof
Your turn…
YOU
NG
KO
F – FIRE IT
UP Fire It Up - KOF feat. Wiley & Chelcee Grimes – www.kofmusic.com
Things for you to consider…
The Customer• What do I want the audience to do with
the information?The Media• What does the Media need from me?The Artist• What do I want them to say about me?
Brand ‘U’
“I’m not a business man. I’m a business, Man?”
Jay-Z
Brand U
A brand can take many forms, including a name, sign, symbol, colour scheme or slogan
A clear, distinct, focused brand stands for something and connects with people’s emotions.
What’s your brand?
Media Fails
What could possibly go wrong?
Media Fail
Media Fail
ALWAYS Contact details Release/Event date Pronunciations Reinforce Big
Picture
NEVER Lie Exaggerate Be Unprepared Closed minded
The most important bit of todayIf you only remember one thing from today, make sure it’s the following slide.
How to win The Media over
Don’t be ‘long’ (prompt)
‘llow the hype ting (personable) Give them what they want (needs)
No long talking (brief)
Don’t flop… (consistent)
Get back to them (feedback) Make them your friend (contact)
Free info.
www.google.co.uk www.ukgospel.com www.ukmusic.org www.mediauk.com
And finally… contact me [email protected]
What’s Your Story?The importance of Media Influence and how to deal with it
professionally.
Bernard P Achampongthemusicindustry.co.uk
ideasgenuis.com