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- 2. 2 TABLE OF CONTENTS SECTION ONE: INTRODUCTION Mission Statement Current Industry – The Facts Conquer Products and Services Description and Pricing Service Description Conquer Rewards How It Works How To Choose and Use Each Service SECTION TWO: BRAND AND IMAGE Goal Statements SWOT Analysis Building a 'Brand Image' Finding your “Signature Style” Developing Your “Theme” Logo/Site Design and “Matching” Branding Examples Developing A Marketing Plan Mission Statement Background Purpose and Objectives Environmental Analysis Political Analysis Economic Analysis
- 7. 7 MISSION STATEMENT Conquer Entertainment is a turn‐key solution for an artist or their team to open, own, and successfully operate an independent label for the purpose of creating music, branding artists, building a music career, and generating income CURRENT INDUSTRY – THE FACTS • Recording industry in world‐wide CRISIS! Music sales continue to drop; 20‐30% in 2009. • Music downloads are taking over the industry (and becoming more accessible each day). • 90% of an independent artist's income comes from 10% of their fans. • 360 deals are deterring artists from signing to labels. • Record labels no longer offer Artist Development. HOW WE (& YOU) ARE REVOLUTIONIZING THE INDUSTRY... Conquer's main goal is to integrate a new system that will dominate (and hopefully replace) the current record industry model. By becoming an UnLabel owner, you have technically become a part of history. No other company offers artists the financial freedom, creativity, quality services, and necessary training; giving you the best independent option for artists today. Conquer Entertainment is a predominantly online company – meaning we mainly focus our business and concept to the online market and industry. Therefore, we are ever‐changing, updating and finding new ways to stay up to speed with the fast moving music industry. As an UnLabel owner, you officially own an online label that you can do whatever you want with. Conquer Entertainment doesn't take any part of your musical creativity; giving you complete musical freedom. Since Conquer is such a revolutionary new concept, the UnLabel Admin may take some time to adjust to and navigate comfortably. For this reason, I have listed step‐by‐step instructions on how to get around each section of your online administration tool.
- 8. 8 USING THE CONQUER ONLINE ADMIN (include screenshots for each step in each section) How to Sign Up (For ULO Package) Must know a Conquer Certified Artist Developer (CAD) to sign up How to Sign Into Admin Signing Into Your Account Getting Into Your UnLabel Admin CONQUER PRODUCTS AND SERVICES Conquer Entertainment is a “dynamic” company – which, in short, means we are always evolving. The products and services available to you by Conquer are designed to help you build and maintain your business, and always keep you current and connecting with your fans and customers. Conquer Entertainment's main goal is to make YOU a success by giving you access to industry‐quality partnerships for all of your developing needs. You have the following services at your disposal: UnLabel Subscription Package: Conquer's UnLabel package is designed to give the artists the services needed to build and sustain a career. The UnLabel service also allows for the artist to build a solid and successful independent label by duplicating their own efforts and following the UnLabel development system. Price Breakdown: $15/month admin fee
- 12. 12 • Age Limit (All, 18 +, 21 +) • Headlining Band/Artist Name (and picture if able) • Other Acts Names Merchandising Service The providers for your “brand/artist merch” offer quality screen printed products in a variety of sizes, colors, and designs. Use yourConquer Reward Ponts to select the perfect amount for whatever show or event you are doing. Choose from items such as: Apparel (T‐Shirts, Hoodies, Tanktops, V‐Necks) The quantity amount that Conquer’s merch providers offer can accommodate the smallest show to the national tour. The amounts are as small as 25 to as large as 1,000 or more. 2.2 Conquer Rewards Conquer Rewards can be thought of as the “lifeline” of your UnLabel career. They give you access to Conquer Entertainment’s services in exchange for a set reward point (CR) amount. Conquer Reward Accrual There are several ways that you can earn Conquer Rewards with your UnLabel: 1. Music Download Purchases (.25 CR) 3. ULO Custom Merchandise Purchases (CR points vary per product) As A ULO, it is important that you understand how to use the CR points & services to build your career. The first step would be to determine where you are in your career and analyze your current situation as an artist. To start off, fill out the following section:
- 14. 14 You may also want to establish an online presence once your image is defined. Stage Two: No Internet presence If you already have music recorded, the best use of your Conquer Rewards would be to get it mixed/mastered if not already, and establish an online presence. You can do this by: Creating a Facebook/Twitter/Youtube or other Social Networking account Developing a press kit (using Photography Service) Uploading mixed/mastered music to your UnLabel Stage Three: No Promotion If you already have your music mixed and mastered, and have a significant following on Facebook, Twitter, and other social networking sites, it's time to start promoting yourself heavily. Some ways to accomplish this are: Uploading mixed/mastered music to your UnLabel Touring locally/nationally (using Conquer Touring System) Establish a unique and memorable performance ideas/acts Make merchandise/use promotional tools (using Merchandising Service) Start advertising & promoting your “artist brand/image” Getting Started: Starting Your UnLabel Career If you are a “new artist”, or consider yourself new to the industry, then the first thing you would need to do is brand yourself as a person and artist. ASK YOURSELF: How do you want the world to know you? Who do you want them to see? What do you want them to think when they think of
- 15. 15 you? What are your fans like? The answers to these questions determine the path your career will take as well as measure the level success you would like to reach. One of the most important areas that a new artist must establish is their "image". An image defines your music before it is even heard. Someone should be able to get a feel for your music just by looking at you. So how do you start developing an image? The first step to a memorable image is a goal statement. You have to know where you are going before you actually get there! The next few sections will describe how to correctly develop and adjust a goal statement for your musical career. 1.1 Goal Statements Where do you see yourself in ten years? In five years? Next month? Goals are a great way to pinpoint where you are and where you want to go in your career. They are especially important when developing a career in the entertainment world. To get started, you should first get to know you as an artist. Ask yourself these questions (honestly): What do you want to achieve in your musical career? How many fans do you see yourself having? What types of magazines do you see yourself in? What countries do you see yourself being biggest? How many awards do you see yourself winning? How do you see your legacy and career being remembered? After you have reached an answer, ask yourself:
- 16. 16 Where am I now? Set dates (estimated) Determine smaller goals (set realistic dates for each) Breaking down your big goals into smaller goals makes it easier to set deadlines for your success. Constructing a SWOT analysis can also contribute to further defining your goals. A SWOT analysis is a strategic planning method used to evaluate the strengths, weaknesses, opportunities and threats involved in a particular project or business endeavor. To create a SWOT analysis for yourself and your career, answer these questions as honest and detailed as possible: Strengths What are your best qualities? What sets you apart from other artists? What do you do differently in your talent that puts above your competition? What sets you apart from others as a performer? Weaknesses What aspects of your career can you improve? Opportunities What performances have you done to help you further your career? What are your connections in the industry and who do they know that you could build a relationship with? What are you doing for social networking (online and one‐to‐one) to get your name and music to the world? Threats What specific industry changes can have an impact on your career? What are the personal threats that could affect your career? What are you doing in your career to prepare for those changes? How?
- 21. 21 _____________________________ When you've decided upon some themes for yourself, circle your top three and build your image around them. Whatever themes you wrote down that best fit how you view yourself and how others view you, match the theme with a look. A simple way to do this is to go through some styles in magazines and pick out what you think best conveys one (or all three) of your themes. Getting used to understanding what you are attracted to and the look you like makes it easier to change your image throughout your career. If you pick honestly, your image will always represent you. Your edge is what people will remember. Another tip that will help you further develop an image for yourself is to create a "book of looks". This simply means going through magazines or window shopping for looks that describe one of your themes ‐ and then separating the cut outs into sections. For example, have a section for: Shirts Pants Hairstyles make up Facial hair, etc. Pick only what is true to you and the image/theme you are going for. By doing this, you will always have choices in terms of imaging and will be able to "reinvent" yourself whenever you feel is right.
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- 28. 28 festivals, it would be good to mention them here. Purpose and Objectives This section should list your “short term” goals and what you are doing in your career each day, week or month to reach the goals you set. A simple paragraph will do (since you will be going through each goal in detail throughout the rest of the plan). You also want to explain why you need to reach these goals and how they will affect your “big picture”. Environmental Analysis External analysis This section should go over the current society and culture that you live in. There are external factors that you may not realize that would have an impact on your success. (i.e.: . This type of fact would go in the “Technology” Section: The US recording industry is currently on a decline as downloads rise and are quickly replacing CDs. Their resistance to “change with the times” is actually a benefit for other independent artists trying to make it on their own since there is a bigger gap of opportunity that didn’t exist before.) Business Technology Overall Economics Macro Environment This section focuses in on more specific advances or changes within your environment that can have an impact on your career (i.e. technology advancements, social networking “boom”) and how you plan on combating them and turning them into successes. Explain current trends: Cultural Social Internet Music
- 30. 30 Competition Analysis This should highlight artists similar to your “style” and “genre”, and what makes you thrive over your existing competition Management and Staff This should give specific roles and names of your current “team” and their background in the industry or their field. This sections should also describe team members you are lacking, and what your current team members are doing to help further your career. Break down your team’s specific roles: Producer Engineer Manager Lawyer* Booking Agent Video PR Marketing Mix Strategies Product and Price This section should highlight what makes your “brand” special. This should also answer the questions: What albums have you released? What was/is the price? What reviews have been done? o Magazines, blogs, etc. What online “singles” are available? o Where and for how much? Merchandise o Physical and digital – specifics (i.e. shirts, hats, desktop, wallpapers, etc.) Videos o Director/Budget spent
- 31. 31 Distribution and Retail This section should describe where your distribution and retail focus will be, and should also address if it will be digital or physical, as well as where and how it will be distributed (i.e. online, in store, exact names and locations). This should also explain other means of distribution for the following: One to One (where and how) Mobile o Applications/ringtones/distribution Street Team o What role will they play in the distribution process (for physical and online)? o What promotional merchandise will they receive? Publicity This section will explain where your press kit will be distributed and how it will be used. It should also explain what particular press (magazines, local papers, websites, blogs, “targeted” markets) will be given the press kit, and go over the key messages and objectives for your specific media targets. A social calendar of events should also be kept to track upcoming events and press opportunities. To better define your specific target press, you should create a target media outreach list. This includes the outlet and/or magazine name, metric value (how many people reached) and genre (music, lifestyle, teen, women, etc.). If you don’t know the metric value of the magazines you are “targeting”, you can call the magazine directly and ask for their rate card or circulation numbers. Also included in this section would be any current and/or past press and publicity, detailing: Magazine Name, article, and issue date Any articles (interviews/blog mentions/links) Media events attended Future/Planned events
- 32. 32 Video This will outline how your video will be/is used for promotional purposes (i.e. media outlets/targets) Street Team This will describe the detailed efforts to create a street team. If one already exists (locally), then outline duties that street team captains and promo efforts for promoting poster target areas, how to use CDs for promo, how to use flyers, merch, passes to promote artist and upcoming shows. Online/Viral This section should highlight the promotional plan for all of your online sites that help increase your fan base, merch sales, and shows. Social sites include: Myspace Reverb Nation YouTube Facebook Blogger Chatterbox Google Ranking Radio This section should explain your radio promotion plan for local, internet, terrestrial, college, and/or satellite radio stations. Your target stations should include genre as well as locations (Philly, LA, etc.). Next, you should list the specific action plan for each radio station. Tour This section goes over your touring plans to create more shows and local buzz for yourself. Details should include geographic area(s), show amount, and acquiring a booking agent (if needed).
- 33. 33 Promotional Merchandise This section should go over the current merchandise “inventory” and promo materials (such as flyers, posters, widgets, downloadable materials, etc.) used to promote shows and other events and/or appearances. Additional Opportunities This section should explain future performances, press opportunities, or other events that you have planned that will play a role in creating more promotion for your “brand” and career. ESTABLISHING A TEAM: After you've completed your detailed marketing plan, the next step would be to organize a team of partners (manager, booking agent, lawyer, music producer (optional)) whom you trust and share the same goal of success. Below is a list of common jobs and tasks expected of the following industry “team” personnel. MANAGER • Assist in song selection • Assist in studio etiquette • Advise and counsel talent • Assist in decision making • Brand/Image assistance • Website/Graphic/Logo assistance ◦ Accurately representing artist • Finding a Publicist/PR ◦ Assist/organize Promotion/Marketing campaigns • Handling Money and Finances • Assist in finding producers, writers, etc.
- 34. 34 • Assist in Street Team Development ◦ Help develop a fan base • Develop Press Kits ◦ E‐Kits, traditional paper press kits, one sheets • Assist in merchandising decisions ◦ Stickers, clothing promo material • Assist in song or CD release dates • Obtain a publishing deal (ASCAP/BMI/SESAC) • Find a photographer for photo shoots ◦ Candid/press/live • Find music distributors (online and/or in‐store) • Paid on commission (10‐20% normally) PRODUCER • Compose and arrange music for artist • Hire musicians and engineers for session (if needed) • Assist in song choices to record • Monitor the recording budget • Understand recording/production process • Proficient in DAW program of choice (Pro Tools, Logic, Fruity Loops, etc.) • Control day‐to‐day recording
- 35. 35 operations • Work with and captain musicians • Book studio time (optional) • Listen to and fine tune recorded music • Choose song order of album • Charge per song/project ◦ Occasionally get a percentage of artist record sales (if in contract) PUBLICIST/PR • Get positive press for artist • Create and maintain relationships ◦ with Journalists, taste‐ makers, bloggers, etc. • Write and send out press releases • Arrange appearances • Create media opportunities • Handle interview requests for artist • Organize press tours • Network with journalists and other media personnel • Create press kit ◦ Write bio, select pictures, help organize performance resume, assist in cover letter • Paid flat fee LAWYER • Create and negotiate contracts • Paid hourly or by commission (5‐10%)
- 36. 36 BOOKING AGENT • Researches the potential venues for your act • Negotiates with venue to get performances with a “draw” (amount of fans coming to a given show) • Contract negotiation • Show scheduling • Paid on commission (5‐10% of each performance gross and/or percentage of merchandise sales) CONTRACTS/AGREEMENTS Manager/Artist contracts commonly list: • Commission negotiation (10‐20% of overall income) Percentage of artist income to manager • Plans/Deadlines for high priority goals Decisions reached mutually by both Artist and Manager • Duration of contract agreement (i.e. expires in 1 year, 6 months, etc.) Tour Contracts (outside of Conquer) commonly list: • Date of Agreement ‐ "An agreement between x and y” • Date and Time agreed to perform show • Description of services supplied • What’s already provided by the venue in terms of equipment, crew, etc.) • Venue and show date • Venue Name and scheduled date and time of performance • Capacity
- 37. 37 • Venue’s Audience Limit • Ticket Price • Agreed ticket price for patrons and split percentages • Fee Payment Schedule • Agreed fee to be paid for performance • Production Requirements • What’s required from Artist for Venue to have successful event Tour Riders (Breakdown of specific details of tour) • Expenses of the Tour Promoter • Ticket selling policies (including complimentary tickets and how they will be handled) • Billing rights for Headline (signs and publicity) • Equipment breakdown (what will be rented by promoter compared to what's being brought by band) • Breakdown of local crew needed to be assigned/hired • Dressing rooms, security, travel, and catering • Cancellation policies Standard Contract agreements commonly list: • Date of agreement • Description of “events” or “contractual agreement terms” • Split percentage (if any) and/or other monetary amounts agreed upon • Signature from BOTH PARTIES • Duration of contract (i.e. expiration/renewal date) DEVELOPING A “SINGLE” Using the “Recording” service If you want to take your career a song at a time, use the “Recording Service” to get your songs from “demo” to “downloadable”. You can record, mix and
- 40. 40 don't print over one or two thousand simply because there wouldn't be a demand for more than that amount. As an UnLabel owner, your fanbase, customers, and business partners are your “distribution” as well through the most powerful form of promotion and distribution ever – word of mouth. PLANNING AN “ALBUM/EP” RELEASE PARTY Choosing a venue There are many avenues to take when choosing where to have your album release party. You can host it at a friend's house, local restaurant/bar/club, or perform the album live at a venue. The most common method is to host it at a club, but live is also favored (for the fans). Wherever you choose, make sure it's a comfortable place for you and your guests. Who to invite After you've completed a finished product you are happy with, the next step would be to plan an album “release date” and a simultaneous album “release” party. These normally go hand‐in‐hand, and features the artist's closest friends, business partners, and tons of press and publicists. Some artists also invite select fans and/or street team members as a thank you for supporting their music. Industry personnel should also be invited, such as: • Local “taste‐makers” • Popular Bloggers • Music Reviewers • Magazine /E‐zine Interviewers/Press (appropriate for your genre) • Local Music NewsPapers/Magazines What to perform Without question, you should perform your album/EPs “single” and two others you feel strongly about. Another option could be to perform your entire release and give guests a sneak‐peek to your new material. Some artists have guests perform at their parties as well. Again, whatever you decide, make sure it will be liked by your guests as well as yourself. The last thing you want is bad press for material that hasn't even been officially
- 41. 41 released yet! Promotion and Marketing Use e‐flyers, fans, existing press relationships, social networks, promotional material (such as CDs, mini‐posters, exclusive merchandise) to promote the upcoming party, giving the following details: • Album CD Cover • DJ/Host of Event • Time • Location • RSVP (if necessary) PROMOTION/MARKETING/NETWORKING NEW MATERIAL 4 P's Of Music Marketing Product “Products” for an artist can come in many forms; music, merchandise, and your “brand image”. Once you've picked a “single” that you want to share with the world, (and are excited about it most importantly), you have to make the marketing campaign around it match your “brand image”. After picking a “single”, you have to build merchandise to support the “brand image” surrounding the “single”. Some examples are:
- 44. 44 have to find places to sell your merchandise at. Some good locations to start would be: • Weekly show • Online store • On tour via merch table • Links/banners to “online store” on Social sites These are just a few examples of places to get started selling, but it'd be best to use your own imagination and come up with a solid marketing plan and campaign to get the most out of your “single” release. Promotion One‐to‐one marketing is the most powerful form of marketing and promotion; especially in an artist's business. Start making new fans by carrying your “single” around everywhere (whether it be a CD or mp3 on your phone) – or carry stickers promoting your website or social networking sites to hand out as an alternative. Ask your “potential fans” to check out your music and play it from your device, and follow up with a sticker and an email if you can (for your mailing list). This is a good way to get to know and update your fan base and establish a personal connection. Another way to promote your “single” is through existing social networks. Promote your link to your Conquer Artist page, on your Facebook, Myspace, Reverb Nation, Twitter, etc and share it with all your friends on your lists. To further capitalize on your fan base, you can obtain emails from them by encouraging them to join your mailing list (if they haven't already) and send out emails asking opinions on your latest “single”, website revamp, upcoming shows, shows they've seen, etc. Keep them involved in your world – they'll love you for it! Also, being that Conquer Entertainment is partnered with a promotion powerhouse ‐ Market America ‐ promotion is the easiest part! UnFranchise
- 45. 45 owners are a network of people that promote (daily) Market America products and services that they take a liking to. Since Market America is Conquer Entertainment’s primary source of distribution and promotion, you have access to the network of 180,000 plus distributors all over the globe to help promote the sales of your music. Since your music is considered a "product" within Market America's "Mall Without Walls", any music you upload to Conquer, Market America distributors and their customers will promote for you if you generate enough interest and demand. There are literally thousands of people waiting to hear your music and promote it to others ‐ so why not talk about it? Use the following MA and Conquer Sites to promote: MATV Conquer YouTube MA Blog Conquer Blog MA Newsline MA Powerline NETWORKING/MARKETING The key to being successful at networking is simple ‐ do it a lot! The more you talk to people, the less nervous you become and more confidence you build. Starting a conversation ‐ especially about something you love comes easier the more you do it. Next time you're out, simply start a conversation with a stranger. A simple "Hello" can go a long way! Another way to successfully network is through the internet. Sign yourself up for every activity you think is interesting. The more you update your page, the more people will take notice. The social media outlets that exist today are:
- 46. 46 Blogging/Micro Blogging Podcasting Video Blogging Message Board Photo Sharing A good way to see what networking activity is for you is to figure out what best categorizes your personality. Out of the four categories below, pick the best one that fits you. Interactive Easy Going/Relaxed Talkative Shy/Timid Once you've established which category you best fit, it's time to take a look at what social networking activities might fit you best. Interactive If you consider yourself to be "interactive", then social networking and possibly video sharing is the best route for you. Sites like YouTube, Twitter, and Facebook are of the best benefit. With these sites you can: Choose a username/URL (make it "sticky" and unique) Upload pictures (pick a recent one) Update "status" (what you're doing at that moment)
- 47. 47 Chat with "friends" (either by instant message or e‐mail) Change profile "theme" (make it customized to YOU) Download/play applications/games (to make more friends) Get daily updates when someone views, friends, messages, or comments on your profile Easy Going/Relaxed If you consider yourself to be "easy going", then social messaging such as micro‐blogging may be the best route for you. Sites like Twitter allow you to: Post a few words to a sentence on your "daily news" to the internet world Post pictures and music to share with your "followers" "Follow", or add people to your list to get their recent updates Make and check "status updates" from literally anywhere ‐ there are hundreds of "twitter friendly" applications for various mediums (mobile, computer, web) Talkative If you consider yourself to be "talkative", then various types of blogging may be the best route for you. Sites like Blogger, LiveJournal, and YouTube allow you to: Share your ideas, stories, and recent happenings with the world Update weekly, monthly, or daily ‐ whatever works for you Choose a template or layout that works for you and your "topics" Have "subscribers" who view your site regularly or whenever you update it
- 48. 48 Shy/Timid If you consider yourself to be "shy", then photo sharing may be the best route for you. Sites like Flickr, Instagram, and Photobucket allow you to: Upload photos or images from your computer to the site Share with friends on Twitter, Facebook, etc. Post image on website or social networking site (code is provided) Separate your pictures into categories Whatever you decide to go with, make sure you are consistent. No one wants to visit a blog that hasn't been updated in months Do your fans a favor and keep whatever social media outlet you choose updated. Post your personal "URL" for your sites along with your website on merchandise and hand it to everyone you see. It comes in handy later on when you want to get booking for shows. YOUR FRIEND AMOUNT AND PROFILE VIEWS MATTER! Press Kits The first part of organizing a successful tour is to have a professionally done press kit to present to booking agents and potential venues. A traditional, industry‐standard press kit has the following table of contents (at minimum): Cover and cover letter Brief biography One 8x10 headshot Performance resume
- 51. 51 CALIBUR. Formed in 1994, CALIBUR is the perfect blend of edgy, grunge rock and roll and raspy classic blues. Starting out in dive bars playing to crowds of twenty people, CALIBUR quickly established a name for themselves after their song “Love Me Here” created a buzz. [Present] CALIBUR has recently played at such events as 2009 Talent Fest, a local festival of 2500 people, and is looking to expand to greater audiences and opportunities. CALIBUR also has plans to release their new single “Catch Me” late fall of 2009 exclusively through their record label, IN ZANE, as well as do a mini‐tour to support the release. [Contact/Upcoming] Currently, CALIBUR can be contacted via their website at www.caliburonline.com, as well as these other sites: Facebook.com/calibur machatterbox.com/calibur Conquerentertainment.com/calibur Photos The standard size for an appropriate press kit photo is 8X10. The photo that you include in your press kit should be the perfect visual expression of you and your image. Include two to four other photos showcasing your various artistic styles. Your photo goal should be to try to look like the music you are ‐ separate yourself from the rest of the press kits the person may have seen earlier that week (or even day)! If you have press clippings, articles, or mentions, here would be a great place to display them. Performance Resume This is one of the most important sections because it illustrates what you have done and accomplished as an artist so far. If you don’t have any performances yet, it would be wise to use the event service and start
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- 58. 58 3. Artist is notified via email and getConquer artist admin whether they are approved or denied for the show. 4. Conquer Events Liaison informs “approved” artist the date, time of load‐in/soundcheck, time for doors, and ticket price. 5. Conquer Events Liaison informs “denied” artist of the next show for their “genre” and when to sign‐up by. 6. DAY OF SHOW: Artist goes to soundcheck/load‐in (best to be ten to fifteen mins. early) 7. AFTER PERFORMANCE: Artist greets fans, signs tickets, promotes social sites and getConquer URL to audience. 8. IF HAVING A FOLLOW UP PERFORMANCE: Inform audience of next show and encourage to come out (and collect emails to create mailing list). Each weekly Conquer Showcase/Concert varies in artists, genre, and venue (unless Conquer Events Planner has set up a “home” venue – a venue that they use weekly). The Conquer Touring system is available wherever you are ‐ as long as there is a demand! The current cities that Conquer has organized events are: • Philadelphia, PA • Seattle, WA (and North California) • Boston, MA • Nashville, TN • New York, NY/Rochester, NY • Chicago, IL • More are constantly being added… AFTER THE SHOW Once you've performed your show, put those emails you obtained to work by adding them to a database (with fan's name, full email, and location), search their emails on your social sites (Twitter, Chatterbox, Facebook, and Myspace all allow for email look‐up), send out mass mail about recent