Top Banner
Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus
15

Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

Dec 23, 2015

Download

Documents

Rodger Riley
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

Music Media Marketing Masterclass

17.09.2014Nordische Botschaften, Felleshus

Page 2: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

Key points

• German recorded (and media) market, still physical

• Album and CD driven

• Decentralized (16 federal states)

• Specialized PR/Promo services

• Longer timelines. Respect deadlines.

• Provide relevant assets/stories. PR’s aren’t magicians

• Importance of UK/US media

• Social Media - not always as social

Page 3: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

German recorded market

• 3rd largest recorded music market

– 77,4 % physical sales / 22,6 % digital sales in 2013 (Streaming 4,7%)

– 60,5 % of the Top 100 albums were national repertoire in 2013 (comparison 2004 – 39 %)

Page 4: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

German Media in general

• The German music market is due to its size diversified and fragmented.

• This also causes that the landscape for music media is highly specialized

• It is often organized regionally or diversified in terms of the various media formats into Radio/ TV/ Print/Online

Page 5: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

Listening habits

• 91% of the girls and 89% of the boys states that listening to music is the most or very important media activity to them.

• 90 % of German teens are daily/several times a week online. Nearly same percentage watches TV (JIM-Study 2013)

• 78 % listen to the radio daily, but only 21% of girls and 24% of boys read music magazines

• Radio, leading media format for music (42.1 %). Online-radio at 8.8%, video-streaming 8.9%, audio-streaming 3.2 and premium-audio-streaming 2.4% (BVMI).

Katja Hermes
please shorten this;)
Page 6: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

Preferred media for music listening

Source: Jahrbuch BVMI 2013

Page 7: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

Radio

• Almost every Bundesland has its own radio station - the market for FM radio is very restrictive

Key ones for „new“ music:

• WDR/Eins Live (Ø 1 Mio listeners p.h.)• RBB/Radio Fritz (Ø 79.000 list. p.h.)• MDR - Sputnik (Ø 141.000 list p.d.)

• Private Radio stations: Flux.fm• Online Radio station: Byte.fm /Detektor.fm / BLN.fm

Page 8: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

Radio

• The daytime is often regulated by a scheduled playlist.

• In the evening shows, editors have more chances to place songs that wouldn´t fit into the daily programme.

• Public and also some private radio stations offer sessions for radio concerts, live recorded sessions or studio visits.

Page 9: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

Music in Print - Circulation

• Printed music magazines became heavily under pressure. The circulation of magazines is shrinking since years.

• Still compared to other markets print is still very strong in Germany.

• Daily papers and weekly magazines, like Sueddeutsche Zeitung or der Spiegel, die Zeit feature pop artists

Page 10: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

Music in Print - Circulation

• Intro Magazine (120.000. Free copies)

• Rolling Stone (50.600 ) • Musikexpress (51.000) • Metal Hammer (41.000) • Visions (31.600)• Rock Hard (30.700)• Spex (11.500)• Groove (11.500)

Page 11: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

• The most important music online magazines are the online services of the established music magazines and broadsheets/dailies (from intro.de, Spiegel Online to more mainstream sites like lout.de)

• There are music blogs in Germany but they do not play such a significant role, as in other territories

• Video Platforms are quite popular in Germany Tape.TV / Vevo / Muzu.TV /

OnlineMedia

Katja Hermes
maybe add some blogs, mention that the mainstream person doesn't read international blogs?
Page 12: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

Social Media Users Germany

Page 13: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

Music in Television

• The prior leading TV stations in the music sector - MTV and Viva aren’t relevant anymore

• Niche broadcaster like Arte or ZDF Kultur/Neo have established own high-quality music formats like “Tracks” or “Open Air”

• The boom for casting shows seem to be over in Germany.

• There are hardly any possiblities to place emerging artists in German TV

Page 14: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

The following session - constrains

• Genre focus: pop/rock/indie• Formats: Print and Online• Focus on „new“ talent and how

to break into the market• Concret examples

Page 15: Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus.

Thanks!