the german music market
DESCRIPTION
Presentation about the German Music Market for PROMUS.dk. Presented to about 35 artists and music business executives in Aarhus, Denmark on 22nd February 2012.TRANSCRIPT
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German Music Market
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The Basics
Germany in numbers
5th larges economy
82 million people
Average age of 45
Berlin largest city with 3.4 m
10 % non-German
Source: CIA Factbook
Communication
45.6 million telephone landlines More or less each household
65 million Internet users
105 million mobile phones
Source: CIA Factbook Source: WENN.com
Bronze medal
UK
Germany
Japan
USA
0 5 10 15 20 25 30 35
Turnover Music Sales % (2010)
Half are foreign tunes
Share in sales (2010)
NationalInternationalSoundtracks
Source: media control, excluding compilations
Shops still ahead
58.322.5
12.46.8Share in Sales (2010)
ShopsOnline (physical)Online (digital)Mailorder
Source: GfK Panel Services
Big stores sell
27.6
22.511.57.9
7.3
5.3
17.9Share in sales %
Electronics MarketInternetDownload/MobileGrocery StoreDrug StoreMail OrderOther
Source: GfK Panel Services
Decline slowing
Digital album sales increasing
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Top 5 Music Cities
Berlin
3.4m people
Club Commissionhttp://www.clubcommission.de/
Berlin Music Commissionhttp://www.berlin-music-commission.de/
Hamburg
1,8m people
Clubkombinathttp://www.clubkombinat.de/
RockCity e.V. http://www.rockcity.de
Cologne
1m people (Ruhrgebiet: 5.2m people)
KlubKomm e.V.http://www.klubkomm.de/
Munich
1.4m people
Booking Association Munichhttp://www.verband-der-muenchner-kulturveranstalter.de/
Tonkünstlerverband München e.V.http://www.tonkuenstler-muenchen.de
Frankfurt
0,68m people
VirusMusik e.V http://www.virusmusik.de/ev/
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Associations
BVMI
Represents ca 90 % of the German music business
Members: (Major) labels, distributors
Tasks: Lobbying. Musical education, ECHO Awards Market research Initiatives against illegal sharing of music Legal advice
http://www.musikindustrie.de
VUT
Represents 1.200 independent music businesses (=25% of music sales in Germany)
Members: Indie labels, distributors, shops, publishers
Tasks: Special conditions for GEMA, etc. Lobbying the needs of the Indie companies Export help Legal advice Indie-Charts
http://www.vut-online.de
Managers Association
National representation of music managers
Members agree to fairness & reliability standard
Standardised contracts
http://www.imuc.de
Bookers association
VDKD – more ‚serious‘ music http://www.vdkd.de
Hamburg booking agencies http://www.rockcity.de/rc/links/booking-agenturen/
Berlin booking agencies http://www.musiker-portal-berlin.de/files/agent.php
List of agencies http://www.alexander-wendt.de/konzertagenturen.htm
Copyright
GEMA
Pays composers of the tune
Charges: Venues: live music Labels: CDs, LPs, etc. Stations: Broadcast Club, Mall, etc.: public
playing / performance
GVL
Pays owners of the recording
Charges whoever plays a recording: Radio & TV Clubs, pubs, hotels Cable companies Manufacturers of blanc
CDs, harddisks, DVDs, etc.
Financial Support
Initiative Musik
Artist support (10-30k Euro) Recording Manufacturing Marketing / Promo Concerts Competitions
Structural support (100k Euro) Presentation abroad Communication / Online
Labelförderung Hamburg
Marketing (3 – 10k Euro) Promo Advertising
Production (3 – 10k Euro) Recording Production
http://www.initiative-musik.de/ http://www.hamburg.de/labelfoerderung
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Broadcast
Radio
10 regional stations (ARD group)
2 national stations Deutsche Welle Deutschlandradio
Reach of public stations: http://www.miz.org/intern/uploads/statistik56.pdf
List of radio stations: http://en.wikipedia.org/wiki/List_of_radio_stations_in_Germany
Image source: http://articles.businessinsider.com/2010-10-23/tech/29963710_1_radio-stations-smart-phones-broadcasters
Public Broadcast
Source: http://de.wikipedia.org/wiki/Öffentlich-rechtlicher_Rundfunk
Top Radio Channels
Hit Radio Antenne 1
MDR 1 Radio Sachsen
Hit-Radio Antenne
radio SAW
Hit Radio FFH
NDR 2
ANTENNE BAYERN
Bayern 3
SWR3
Radio-Kombi BW
radio NRW
0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6
Reach in Mio.
Source: ag.ma Arbeitsgemeinschaft Media-Analyse e.V., 2011
TV
Source: http://www.vprt.de/thema/marktentwicklung/medienmessung/tv-messung/arbeitsgemeinschaft-fernsehforschung-agf/content/pri?c=0
Top TV Channels
RTL T
elev
isio
n
Das E
rste
Third
Pro
gram
mes ZD
F
SAT.
1Pr
o7VO
X
Kabe
l 1
RTL II
0
4
8
12
Share of viewing %
Top TV Shows
Rank Name
1 Wetten, dass... ?
2 Tatort
3 Bauer sucht Frau
4 Das Supertalent
5 Ich bin ein Star – Holt mich hier raus!
6 Um Himmels Willen (Nuns)
7 Wer wird Millionär?
8 Deutschland sucht den Superstar
9 In aller Freundschaft (ER)
10 Familie Dr. Kleist (Doctor)http://www.handelsblatt.com/panorama/lifestyle/beliebteste-fernsehsendungen-was-die-deutschen-vor-die-mattscheibe-lockt/4282370.html
Online Video
Source: http://www.vprt.de/thema/marktentwicklung/marktdaten/studien/content/nutzung-von-tv-inhalten-über-das-internet?c=0
Top Music Websites 2008
Rank
Website
1 Myspace.com
2 Last.fm
3 MTV.de
4 Laut.de
5 Viva.tv
6 Antenne.de
7 Songtexte.com
8 Jamendo.com
9 Pop24.de
10 Intro.de
Rank
Website
11 Motor.de
12 Simfy.de
13 Mzee.com
14 Rap.de
15 Phonostar.de
16 Tonspion.de
17 Mikestar.de
18 Myownmusic.de
19 TalentRun.de
20 Setlist.fmhttp://www.internetszene.com/2008/11/18/top20-musik-websites-in-deutschland/
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Specifics
YouTube vs. GEMA
Streaming
XX
XXX
TV = Label
Pro7 – Starwatch Starwatch Music (mit Warner) WE LOVE MUSIC (mit Universal) Columbia SevenOne Music (mit Sony) EMI 7 Music (mit EMI)RoxetteRoxette
RTL Coop with big 4 labels and indies for video
Future Trends
Tools Apps (Shazam / Composing / Radio) Tumblr / Pinterest / Posterous Restorm / Songkick Playlists (Simfy, Spotify, YouTube, Mixcloud)
Sponsorships RedBull, Coca Cola. Telekom, Bitburger, Jägermeister, O2, Beck‘s
Coops Jägermeister & Deichkind https://www.facebook.com/jaegermeisterschubrakete
DIY = Wedding Prep
Networking Approach similar bands in Germany Find music forums / Groups / Blogs Comment on FB, SC, etc. Become visible
A pretty bride (for labels / bookers) Be active Build fanbase Get press coverage Play play play Be unique
Culture Club
Business culture?
Music history?
Pride influenced by allies (UK, FR, USA, RU)?
We love Nordic!
ABBA 27 songs the charts platzieren // 21 in the top 10 9 No 1s ... Six of which in A ROW!
Roxette All 7 albums in the top 10 // 6 in the top 5 // Three at No 1
Sunrise Avenue, Mando Diao, A-ha, Europe, Neneh Cherry, Røyksopp, The Rasmus, Lars Ulrich (Metallica), Björk, Sugar Cubes,
Link Frenzy
Festivals: http://www.festivalhopper.de/festivals/bundesland/
Associations: http://www.comeunited.com/magazin/gut-zu-wissen/verbaende/musik/
Search for „Landesmusikrat“ for each Bundesland
Kultur-Portal Frankfurt: http://www.kultur-frankfurt.de/portal/de/Musik/Start/0/0/0/0/5.aspx