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Digital marketing and the music entrepreneur 2011

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Digital marketing and the music entrepreneur 2011

  1. 1. University of Lincoln University 5 th December 2011 Susi O’Neill Digital Consultant Digital Marketing and the Music Entrepreneur
  2. 2. Digital Marketing and the Music Entrepreneur <ul><li>Trends in digital marketing </li></ul><ul><li>Digital music distribution research 2009 </li></ul>
  3. 4. Digital Marketing and the Music Entrepreneur <ul><li>Trends in digital marketing </li></ul>
  4. 5. Trends in Digital Marketing <ul><li>Web 1.0 > 3.0 </li></ul>
  5. 6. Access over ownership Image
  6. 8. Modular, customisable systems
  7. 9. Proprietary Systems
  8. 10. Customisable web Geocities (1994-2009)
  9. 11. Customisable > Generic Web MySpace (2003-2012)
  10. 12. Generic web Facebook (2004-present)
  11. 13. Rise of the digital native
  12. 14. Prosumer (Consumer as producer)
  13. 15. People Power
  14. 16. Source: Altimeter
  15. 18. Comparing Digital Natives...
  16. 19. ...With Silver Surfers Forrester: 2009
  17. 20. Old media: lean back
  18. 21. New media – lean forward
  19. 22. Web 1.0
  20. 24. Marta Strikland
  21. 25. The Culture of Now
  22. 26. Bid taping Seckilling music?
  23. 27. Signal to noise ratio
  24. 28. Tastemakers Navigating the data overload
  25. 29. Tastemakers Gatekeepers Navigating the data overload
  26. 30. Tastemakers Gatekeepers Curators Navigating the data overload
  27. 31. Music – Free Like Water? An exploration of online music for independent music entrepreneurs
  28. 32. 2009 Music Research 1) What are the opportunities and challenges facing independent music entrepreneurs – particularly ‘micro’ enterprises operating outside of the traditional music industry – in using digital distribution, marketing and communications? 2) What skills, business models, and strategies are needed to succeed in the digital economy?
  29. 33. Music Industry 2009
  30. 35. Changing roles and values of the music industry
  31. 36. DIY
  32. 37. MP3 Dominance
  33. 38. Whatever happened to music shops?
  34. 39. Online Commerce for Real world Places
  35. 41. House Concerts
  36. 42. Teenage Music Fan
  37. 43. The changing values of copyright Kutiman – Thru You
  38. 45. Music Fans SAVANTS ENTHUSIASTS CASUALS LURKERS
  39. 46. Opportunities in digital marketing and social media Provocation 7: Results: Summary: “ With all these digital platforms, it’s just too hard to reach enough fans to make it worthwhile. I want to play and write music, not spend all my time online.” Totally agree 14% Partly agree 35% Neither agree nor disagree 10% Partly disagree 19% Totally disagree 13% I don’t know/care 10% Agree: 49% Disagree, 32% Other 19%
  40. 48. Music, Free Like Water?
  41. 49. <ul><li>“ I’m fully confident that </li></ul><ul><li>copyright will no longer exist </li></ul><ul><li>in ten years…music itself is </li></ul><ul><li>going to become like running </li></ul><ul><li>water or electricity.” </li></ul><ul><li>David Bowie, 2002 </li></ul>
  42. 50. Imagine a world where music flows all around us, like water or like electricity, and where access to music becomes a kind of ‘utility’. Not for free, per se, but certainly for what feels like free. Fans, artists and all kinds of music communities drive business rather than being driven by corporate powers.” Leonard & Kusek, 2005
  43. 52. The Long Tail
  44. 53. 1,000 True Fans
  45. 55. Devaluation of Music?
  46. 56. Alternative Funding Models
  47. 58. Music Industry of the Future
  48. 59. Thank you Susi O’Neill, Digital Consultant www.digitalconsultant.co.uk Twitter @susioneill LinkedIn/Facebook @susioneill email: [email_address]

Notas do Editor

  • Born after 1980 20,000 hours online by age 20 93% of 12-29 years olds online 73% use social networks

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