1. How Sony MusicHardwired Fans& Followers IntoIts Businessad:tech / September 2012

2. Million 3. We onlyrealised wehad anaudiencewhen theystartedstealingfrom us 4. First weopen a bottle of tequilathen we light a doobie 5. The digital revolution has turned ourbusiness modelupside-down and forced us tothink about our 6. The first step was creating a segmentationHardwiring Fans & Followers | slide 6 7. The Sony Music SegmentationHardwiring Fans & Followers | slide 7 8. But the audiencestill didnt feelalive in theorganisation 9. so we createdSony Music Backstage 10. Sony Music Backstage supports 3 business objectives Better products & More effectiveMore audienceservicesmarketing focussed cultureHardwiring Fans & Followers | slide 10 11. How we have created better products and servicesProject Phoenix: how do we sell more back catalogue digitally?Hardwiring Fans & Followers | slide 11 12. How we have created better products and servicesProject Phoenix: Music that takes you to a better placeINSIGHT 1INSIGHT 2 INSIGHT 3Catalogue purchases areOnce you buy one track,There are no online triggered by fond youre very likely to buy a discounts to speak of memories secondHardwiring Fans & Followers | slide 12 13. How we have created better products and servicesProject Phoenix: Music that takes you to a better placeHardwiring Fans & Followers | slide 13 14. How we have created better products and servicesProject Phoenix: Music that takes you to a better placeHardwiring Fans & Followers | slide 14 15. How we have created better products and services Other evidence of strategic impact Developed aEstablished new new D2C Created a new 3creative strategy (selling tier pre-ordering guidelines for directly through strategy music videos artist websites)Hardwiring Fans & Followers | slide 15 16. How we have created more effective marketing effective marketingHardwiring Fans & Followers | slide 16 17. How we have created more effective marketing effective marketingHardwiring Fans & Followers | slide 17 18. How we have created more effective marketingHow we have created more effective marketingHardwiring Fans & Followers | slide 18 19. How we have created more effective marketing Sony Music Backstage hasinputted on more than 100 releases since itslaunchHardwiring Fans & Followers | slide 19 20. How we have created more audience focused cultureHow a more audience focused cultureHardwiring Fans & Followers | slide 20 21. How we have created more audience focused cultureHow a more audience focused cultureHardwiring Fans & Followers | slide 21 22. The digitalrevolution hasbeen a blessing indisguise! 23. Hardwiring Fans & Followers | slide 23 24. Benefit 2: Develop ideas iterativelyHardwiring Fans & Followers | slide 24 25. Hardwiring Fans & Followers | slide 25 26. Hardwiring Fans & Followers | slide 26