Digital Marketing and the Music Entrepreneur

University of Lincoln

12th November 2014Susi O’Neill

Digital Consultant

Digital marketingAnd the music entrepreneur

Digital marketingAnd the music entrepreneur

1. Trends in digital marketing2. Independent music research3. Digital-first music marketing

About me

About me

Trends in Digital Marketing

1. Web 1.0 > Web 3.0

“young people prize access over ownership” – Sheryl Connelly, Ford

Image

Mobile First

57% of UK use mobile phone to access internet, 8%+ annual increase (Ofcom 2014)

Modular, customisable systems

Proprietary Systems

Customisable web

Geocities (1994-2009)

Customisable > Standardised Web

MySpace (2003-present)

Standardised web

Facebook (2004-present)

Rise of the digital native

Prosumer (Consumer as producer)

People Power

Source: Altimeter

Photo

Globalisation

The adoption curve

Digital marketing adoption

Augment &virtual reality3D

Mobile appsPervasive computingCloud computingProsumers

Social marketingWeb 2.0Rich media content

E-commerceEmail marketingWeb accessibilityOnline supportSearch marketing

WebsiteE-Brochure

“Your product will only survive in a crowded marketplace if you stop advertising and start innovating. The old ways of marketing are dead – and being safe is now risky”

Seth Godin, Purple Cow

Old media: lean back

New media – lean forward

Web 1.0

Marta Strikland

From direct to personalised marketing

David Wilcox, The Social Reporter

The Celestial Jukebox

Signal to noise ratio

“The Paradox of choice” – Barry Shwartz

Tastemakers

Navigating the data overload

Tastemakers Gatekeepers

Navigating the data overload

Tastemakers Gatekeepers Curators

Navigating the data overload

1. What are the opportunities and challenges for independent music micro businesses in using digital distribution and marketing?

2. What skills, business models and strategies do they need to survive in the digital economy?

MA Media Enterprise Research (2009)

KUTIMAN THRU YOU

The changing value of copyright(and copyleft)

Music fans: pyramid of engagement

Music fans: pyramid of engagement

1000 True Fans (Kevin Kelly)

The future

A million artists and a million labels? Chuck Norris

Digital-First Music Marketing

music creates self-identity — which, in turn, creates something much more valuable: community David Hahn (@davidjhahn) 2013

Create a community for your music

Creating media/ content around your music

Campaigns across media (video, live, album, email, social) – ‘song a day’, ‘video a month’ (e.g. Weird Al Yankovic US No1 album)

Get your community actively involved (voting, winning, collaborating)

Video to music/media:Vlog brothers

Alternative value and distribution models

Direct to fan:- Nine Inch Nails- Jake Shillingford- Amanda F**ing PalmerPledgemusic / Indie Gogo etc.Bandcamp

Cultivating fans in the customer journey

Gigs/ radio/press/social

Downloads/headline gigs

Social following/mailing list

Album sales

Recruit other fans

Survival skills

Data management:- CRM (customer data)- Analytics

Marketing:- Content marketing tactics for fans- Sales funnel: awareness to true fan

Music:- Make good music that defines its own purpose

Thank you

Susi O’Neill, Digital Consultant

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Twitter @susioneill

email: [email protected]