Rock Your Net - Music Marketing Seminar
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Transcript of Rock Your Net - Music Marketing Seminar
www.outsidetheboxmusic.com
Rock Your Net
CharlesAlexander
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Rock Your Net
AlexCur.s
CreatorsFreedomProject
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Rock Your Net
PaulSchatzkin
CohesionArts
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Rock Your Net
DoakTurner
NashvilleMuse
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Rock Your Net
WayneLeeloy
Ar.stServicesManager
TopSpinMedia
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Rock Your Net RachelBarnhard
AlexCur.sPinkyGonzales
DavidHooper–MusicBusinessRadioLydiaHutchinson–PerformingSongwriter
ArielHyaK–CyberPRMarkKrejci
WayneLeeloy‐TopspinMichaelLoveK
MarkMontgomeryKateO’NeillPaulSchatzkinDeannaWalker
Acknowledgements
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Rock Your Net
ASinger‐SongwriterMeetsASuitBrookeLundy’sYouTubeChannel
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Rock Your Net • Getsignedtomajorlabelfor$1milliondollars
• Actuallythewaythingsaregoing,makeit$2million
• Youhaveanamazingteambehindyouandallyouhavetodoisjustshowup.They’lldoeverythingelse.
• Arichrela.vediedandleVyouabigpotofmoney.
• T‐BoneBurneKendorsesandchampionsyou.AlsotoldyoutostayofftheInternet.Anyonerememberthis?
• Youcanaffordands.llpayformajor/primarymarketradioairplay.
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Rock Your Net
SoGoodLuckWithThat
NowForTheRestofUs…
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Rock Your Net
Philosophy
SomeCentralThoughts&Observa.ons
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Rock Your Net
Nooneiscomingtosaveyou.Howdoesthatmakeyoufeel?
‐DerekSivers,founderofCDBaby
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Rock Your Net
WhatDoYouWantToTeach(YourAudience)?
‐BelaFleck
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Rock Your Net
Source:ArsTechnica
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Rock Your Net
HaveAPlan
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Rock Your Net
ThePlanAllINeedIsToProduceARecording
AllINeedIsAWebSite
AllINeedIsAWebSiteOnMySpace
AllINeedIsMyYouTubeVideoToGoViral
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Rock Your Net
HaveARealPlan
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Rock Your Net
CentralPhilosophyBehindThePlan
1000TrueFans
TheLongTail
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Rock Your Net
CentralPhilosophyBehindThePlanWhatIsATrueFan?
ATrueFanisdefinedassomeonewhowillpurchaseanythingandeverythingyouproduce.Theywilldrive200milestoseeyousing.Theywillbuythesuperdeluxere‐issuedhi‐resboxsetofyourstuffeventhoughtheyhavethelow‐resversion.TheyhaveaGoogleAlertsetforyourname.TheybookmarktheeBaypagewhereyourout‐of‐printediIonsshowup…Theyhaveyousigntheircopies.Theybuythet‐shirt,andthemug,andthehat.Theycan'twaitIllyouissueyournextwork.(Theyalsocan’twaittohearfromyou)
Source:KevinKelly,TheTechniumBlog
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Rock Your Net WhatIs“TheLongTail”?
Source:KevinKelly,TheTechniumBlog
TermcoinedbyChrisAndersonwhilehewasatWIRED
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Rock Your Net WhatIs“TheLongTail”?
Truefanspendsaday’swage–let’ssay$50‐$100/yr
YouneedtoconnectwithyourTrueFans
Theycometoyourconcerts,buylimitededi.ons
Youwanttoretaintheirsupport
Youalsobenefitfromtheirdirectfeedbackandlove
Technologymakesconnec.ngeasyWebSites,Blogs,Facebook,TwiKer,Youtube
Par.allySourced:KevinKelly,TheTechniumBlog
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Rock Your Net DirectToFan(DTF)
Whatisit?
Direct‐to‐fanmarke.ng(D2F)istheprac.ceofconnec.nganar.stdirectlywiththeirfansto:
*Keepthemawareofrelevantnewsitems.*Engagethemwithcontent&experiencestheyfindinteres.ng.*Createpermissionmarke.ngrela.onships.*Sellgoods.
OnedefiniIon:
Source:TopspinMedia
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Rock Your Net
* Feb 1st Fearless EP
ReleaseFree Christmas Song
Fearless Video
Fan Acquisition
Dec 12
Free Fearless EP Pre Releaseto Mailing List via RedemptionCode to reward loyalty
“Witness” Paul v CharlesSmackdown
on YouTube/Vimeo/Web Site
(Free?)
Target: 2000-2500 fans on email list
1500 FB Fans
* Single - For an Email* Entire EP - for FB Like and ShareFamily/Parenting/Mommy/Daddy BlogsMagazinesLocal Press/Media Releases
Tin Pan South 2011*Apr 1st
My America ProjectMar 1st
T shirt and free My America Downloadfor $15.
Remix Competition “Twisted”Blog for Biology relatedMusician Scientist Blog
YouTube cover of Elvis Presley’s “All Shook Up”
YouTube cover of “Stand By Me” electroa cappella version
May10th 2011
(Video Release?)
Advance Copy/Press Release/Blog/Media
2nd Video - Immigrant?
CD Release
Video EPK.
Django Phase I
Django Phase II
Pandora
Cross promote similar likeminded artists
Release songs in development
Release videos
Blog on issues/causes
FB ads
FB ads
FB ads
digital media education workshop for musicians
Exclusive Dinner CD Release
CD Release Party
Live and Video/Ustream Events
PostRelease
(with Rachel’s Music & Lydia’s Book)
Charles Alexander’s Immigrant Album Release DTF CampaignA Song About All of Us
w Merch Packages
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Rock Your Net
HaveAPlan
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Rock Your Net
BuildAnOnlineInfrastructure
MusicMarke.ngPlajorm
WebSite
YouTube
MySpace(maybe?)
iTunes
Amazon
Pandora
EmailDirectToFAN
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Rock Your Net
YouCanAlsoMarketDirectToPublishers,A&R,HitSongwriters&Peers
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Rock Your Net DirectToFan(DTF)
Whatisit?
Ithinkit’sabitmorethanthat
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Rock Your Net
MarketDTF/Mone.ze
AcquireFans
CreateValue
BuildCommunity
YouCanAlsoMarketDirectToPublishers,A&R,HitSongwriters&Peers
BuildAwareness
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Rock Your Net
BuildAwareness
GiveStuffAwayBuildARela.onship
BeAPurpleCow
UseMediaToBuildAwareness
hKp://virtualmusic.tv/2011/02/2010‐music‐website‐heat‐map/
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Rock Your Net
JuliaNunesonYouTubeThisvideo:2,094,000+viewsCumula.ve:Upwards42MviewsMorethan187,000subscribers
JuliaNunes’“BuildMeUpBuKercup”Video
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Rock Your Net
JuliaNunesonYouTubeThisvideo:2,394,256+viewsTotalUploadViews:Upwards46M+Morethan187,000subscribers
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Rock Your Net
Haveyouheardofher?
Hadnomanagementun.l~4yearsago.
Didnotgigoutofhercollegecampusun.lshegotmanagement
Around3yearsago,PlayedBonnaroo2‐3yearsinarow
OpensforBenFolds
GotOnKickStartertoRaise$15000torecordnewCD
YouTubevideosinherdorm~6yearsago
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Rock Your Net
Haveyouheardofher?
SohowmuchdidJuliaNunesraise?
$77000Plus
FeaturedonCNN&NPR
In2010,averagemajorlabelrecord:$200,000
Averagenewact:$100,000
Typicallargeindieproject:$40‐50K
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Rock Your Net
Incidentally…
Coversongsaregatewaydrugsforpeopletodiscoveryourmusic
AwelldoneuniqueversionofacoversongonYouTubeoriTunes
canbeanimportantpromo.onalasset
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Rock Your Net
Crea.ngValue
SoundsSimple
HardToDo
BigTopic–AWorkshopAllByItself
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Rock Your Net
Crea.ngValue
YourBrandInstantlyRecognizable(AHit?)
U2Apple
HarlanHowardIHopeYouDance
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Rock Your Net
AcquiringFans
Crea.ngValue/GivingItAway
EngagingExis.ng/Poten.alFans
Thisishardwork!ButifyoudoitrightIt’salotoffunandveryrewarding.
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Rock Your Net TheCivilWarsGaveawaytheirmusicforfreetocreatedemand
MusicinTV’s"Grey’sAnatomy"
VideoonYouTube("PoisonandWine")
BartonHollowmostdownloadedalbumoniTunes
and#1ontheBillboardDigitalAlbums
Chartwhenreleased.
No#1hitsong
TaylorSwiYisaSuperFan
JayLeno
NoCHRradio
TotallyIndie
OpenedforAdele
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Rock Your Net JenFosterTV/Film
placements
ThemetoWebbasedSoapopera:
“VeniceTheSeries”
Tours/HouseConcerts
Music/Merch
FanEngagement
No#1Hit…Yet
SustainableCareer
TotallyIndie
NSAIBoardMember
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Rock Your Net
GavinMikhail
>2MillionYouTubeHits
Doesn’tTour
SellsMusic&MerchOnline
SustainableFullTimeCareer
LivesJustOutsideofNashville
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Rock Your Net
BuildingCommunity
It’sNotAllAboutYou
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Rock Your Net
Community
TheMostImportantComponent
Nashvilledoesthiswell
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Rock Your Net
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Rock Your Net
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Rock Your Net
CityofDreamsMusicVideos
Ini.alHomeGrownVersion:
www.youtube.com/watch?v=fvpG4lTSVmA
FullProduc.onVersion:
www.youtube.com/watch?v=gjoDpmNYaas
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Rock Your Net
WhatDoYouWantToTeach(YourAudience)?
‐BelaFleck
WhatCanYOUlearnfromyouraudience?
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Rock Your Net
SomeMyths
Thisiseasy
You’llendupwiththousandsoffansautomagically
Allthosefansaregoingtopayyouformusic.
Ifyoudon’tknowhowtodothis,you’restupid!
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Rock Your Net
It’sintui.ve–whenyouknowwhattodo!
‐PaulSchatzkin
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Rock Your Net
ABANDON
Anyillusionofcontrol
Theonlyformofvalida.oniswhenfolksbuymymusic
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Rock Your Net
EMBRACE
WhatYouCanDoForYourCommunity
Crea.veWaysForYourCommunityToSupportYou
Win‐Win
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Rock Your Net
OwnYourPeople
BeSincere
BeHonest
BeTransparent
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Rock Your Net
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Rock Your Net
ThePlan
SewngGoals
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Rock Your Net
Download
hKp://hitson.gs/rynplan
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Rock Your Net
ATonyRobbinsMoment
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Rock Your Net
SomePlans&Campaigns
hKp://www.topspinmedia.com/grant‐entrant‐.gers‐that‐talked
hKp://www.topspinmedia.com/grant‐entrant‐sonoio
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Rock Your Net
GoalSheets
ReachSheets
TimelineSheets
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Rock Your Net ReachSheets
Reach Sheet
Name: Rick Patin
Mailing list Fans: - ! ! ! ! Not yet
How often do you email your fans? ! rarely
Facebook Fan Page? Yes ! ! ! (rick patin music)
Facebook Profile Page: ! ! ! rick patin
YouTube Channel/Hits: ! ! ! Very Few
YouTube Subscribes: ! ! ! ! Very Few
Website: ! ! ! ! ! ! www.rickpatin.com
Access to your Website:! ! ! Yes
Access to Design your Website:! ! Yes
Average # of Unique Hits On your website/month: Don"t Know
Do you log on to your website to engage? no
How Often:
Last time you tried to use your website:! Last week
Do you sell Direct to Fan from your website? - NO
Planning Sheet
Name:
Describe What You Do in 30 seconds (less than 100 words):
Career Goals:
1)
2)
3)
What Do You Want To Teach Your Audience?:
Narrative/Story/What Are You About?: (Not Your Bio)
The Most Important Thing To Me Musically Is:
The Thing I Want To Accomplish Next Is:
!"#$#%&#'()*
!
Goals: Planning Your Timeline
StartDate
EndDate
Major Goal:
Suggested Period: 1 year/ 6 mos www.rockyournet.com
Secondary Goals:
Goals: Planning Your Timeline
StartDate
EndDate
Major Goal:
Suggested Period: 1 year/ 6 mos www.rockyournet.com
Secondary Goals: