Welcome to the new millennium of digital marketing for recording artists. This presentation was given in Austin on Apr. 30th, 2011 for Grammy U students

1. GrammyU Presented by ThedaSandiford & AdiAnada

2. Analog Music Promotion The Old Way Radio & Satellite Radio Music Video Press Retail Touring Fan Clubs

4. Digital Music Promotion The New Way Social Media Viral Video Digital Radio & Podcasting Streaming Concerts Blogging Ecommerce bundles

5. Music Promotion Analog Radio & Satellite Radio Music Video Press Retail Touring Fan Clubs Digital Digital Radio/Podcasting) Viral Video Blogging Ecommerce bundles Streaming Concerts Social Media

6. The Fundamental Difference Gate Keepers Vs Self Serve Model In the digital age, an artist can handle most of the promotion responsibilities labels use to handle exclusively. Yes, relationships with gate keepers are still important, however it is possible to break thru without them

7. The Fundamental Difference Artists Are Now Content Creators In the digital age, an artist is not just selling music anymore they are selling themselves through a variety of means. Digital Bundles Video Channel Advertising Licensing Twitter Sponsorship Advertising

8. The Fundamental Difference Public Relations Is Now the Artists Job Social Media has broken down the barriers between artists and fans. An artist doesn’t really need a publicist to tell their story for them anymore, they can blog about it themselves.

9. Step 1: Branding Music does not speak for itself anymore Ask, why should anyone care about your band? Develop your brand story Recognize that brand storytelling includes more than music and words. Who Am I And What Is It To You?

10. Step 2: Content Strategy Identify appropriate platforms to facilitate user generated content and conversation Make a plan for what content to post and when to post and stick to it Great content reflects your brand and gives people a reason to stay engaged. Develop an authentic voice. Create multimedia content Coordinate content pushes with your PR strategy

11. Step 3: Build Community Increase your “Likeablity” Convert fans to brand advocates Identify key influencers and have a special relationship with them Use Gamification to incentivize fans Find clever ways to build your email list Offer unique incentives/programs for each social media channel Reputation Management

12. Step 4: 360 Marketing Online + Offline = Integrated 360 Marketing A big-picture campaign that ties all marketing channels together. Radio > Print > Mobile> Online > Retail This can include a co-op partnership between the artist and a business that sponsors the act with a presents package.

13. Step 5: Advertise Online Media Buying CPC- Cost Per Click CPA- Cost Per Acquisition CPM- Cost Per Impression ***** A/B Testing of Banners & Landing Pages Ad Networks Buying Direct Pay For Play

14. Step 5: Advertise SEM Increase visibility in search engine result pages through the use of, paid placement, contextual advertising, and paid inclusion. Google Adwords contextual buying **** SEO Improving visibility in search engine result pages organically Effective use of keywords in content creation Promote back links with bloggers

15. Step 6: Monetize CD Sales are declining and Digital sales are not making up the difference. Traditional CD sales in the US brought in $3.8 billion in revenue last year, and is expected to drop to around $2.7 billion in 2012. iTunes is leading with $2.8 billion. What’s Next?

16. Step 6: Monetize Digital Downloads Digital Bundling: combining mp3, video and t-shirt Live Versions, Remixes, Alternate Versions Video Mixtapes Cloud-based Digital Lockers Streaming Subscription Services: Rental model

17. Step 6: Monetize Royalties Streaming radio and video 3rd Party Sponsorship Brand integration, advertising You Tube Video branded channel Mobile Apps Sale of Branded Artist Apps and in app content purchases Virtual Goods Branded artist items in social games and virtual communities

18. Lets Practice Band One A four member hip hop collective from Atlanta GA. Live drummer and DJ are part of the group All 4 members rap, the DJ is the producer All members are between 18-22 Band Two A four piece roots music band from San Antonio with a female vocalist. Regional touring band with an monthly artist residency at the Continental Club The Drummer was in an established band in the 90’s

19. The Assignment Define your brand story and name your band Determine Content Strategy Identify Community Building Tactics 360 Marketing Tactics Illustrate Media Buying Strategy Monetization Include examples for each part of your marketing plan Present to the workshop

20. Good Luck Theda Sandiford Theda@MissTheda.com www.misstheda.com www.AustinYankee.com www.wineandnetworking.com Twitter @Bondgyrl @SuperNodes AdiAnand adi@transmissionentertainment.com www.transmissionentertainment.com Twitter @adi7anand Facebook Adi7anand