Music Marketing Money

Weekly Dispatch February 23, 2015

Carlos Diaz February 23, 2015 Weekly Dispatch No Comments

This is a weekly digest of the top news at the intersection of the music industry, brand marketing and commerce courtesy of Carlos Diaz & Music Audience Exchange.

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The Next Gen of Ad-Tech Will Amplify Your Authentic Voice- “With Millennials poised to overtake Boomers as the nation’s largest living generation, the discussion around how to market to this demographic has reached a fever pitch. Having grown up social and interactive, millennials are a slippery bunch; skeptical of, and prone to ignore, traditional one-way ad messages. Unfortunately, many marketers still craft digital messaging through the myopic lens of offline media (one-way, product-centric). To make matters more challenging, big-brand marketers must now navigate through outdated organizational structures and allocate budgets still earmarked towards outmoded marketing channels. So why is the message lagging behind the medium, and how can brand marketers adapt and evolve to meet the demands of a millennial world?” By Justin Mink: Link


Brand Marketing & Music

Hampton Hotels leverages music as part of their new marketing strategy- Hampton Hotels is introducing “We Go Together” which will use music as an integrated marketing campaign to connect with travelers. “Americans enjoy weekends for leisure travel, and Hampton has set out on a mission to encourage people to go out and play, to seek unique and memorable experiences through travel.” The campaign will run throughout 2015 and kicks off with music from indie group Wild Cub and Scottish band Belle and Sebastian. The advertising campaign will also be supported by online banner ads, digital video, radio spots, movie theater ads, social media and public relations programs. By Hospitalitynet: Link

Starbucks monthly music series “The Acoustic Buzz”- “Starbucks is launching a curated monthly music series highlighting emerging artists by showcasing their music in an intimate and unique setting.” The first showcase of the series features performances from pop singer-songwriter Jillette Johnson and folktronic artist Howard. Other performers include Roses & Revolutions, Nick Deutsch and The Henry Millers. By MarketWatch: Link

Diageo’s Ciroc branding mission- Sean “Diddy” Combs has been a spokesperson for Ciroc since 2009 and helped it grow from 40K cases to 2/m annually by ensuring the brand is at events that are attended by tastemakers. Their mission is to get in front of millennials and influencers who can help elevate the brand. Last year Comb’s also purchased DeLeón, a high-end tequila. By Fortune: Link

Nike, Adidas, & Vans are regularly creating millennial hype- Nike, Adidas, & Vans are leading the way in marketing by successfully creating hype for new launches and running innovative campaigns that speak to millennials. These brands are effectively building anticipation and excitement while growing loyalty and sales. By Marketing Magazine: Link

Authenticity is the key to reaching millennial customers- “Gen Y is apparently suspicious of tradition: according to a new report, millennials are over conventional advertising, home ownership and the promise of social security,” Fortune magazine reports. Adweek reports that Maker Studios’ chief content officer Erin McPherson said, “Authenticity is essential for companies to hook millennials. This generation doesn’t dislike brands, what they don’t like is advertising.” The only way brands can create authenticity is through trust. “Companies that market to consumers in a way that is authentic and locally relevant to the moment have a distinct advantage over companies that merely broadcast the same message over these new channels,” said MomentFeed CEO Robert Blatt. By National Deseret News: Link

Pinterest’s new iOS App offers an opportunity for brands- “Pinterest has recently announced that it has partnered with Apple to allow iPhone and iPad users to “pin” their favorite apps. The apps you have downloaded onto your iPhone or iPad are very much relevant to the lifestyle you choose, so it seems a bit of a no brainer that you would be more likely to download an app that is recommended alongside a related topic. From a consumer perspective, I get to discover cool new apps that are actually relevant to me and that I wouldn’t necessarily have found before. If I see a pin for a list of cool new restaurants in London and next to that is a pin for a restaurant booking app, the likelihood of me downloading that app is pretty high. From a brand perspective, it’s a new way to promote my app to a relevant audience. I can work with my pool of Pinterest influencers to get them to pin my app from the App Store and then like/share my existing app pins.” By MediaWeek: Link

Stats on entertainment marketing- Entertainment marketing is branding integrated into an entertainment property. Television is the most utilized platform by brand and agency marketers at 52%, then digital 43%, events 38%, print 31%, film 29%, celebrity endorsements 23%, music 20%, and gaming 11%. By Direct Marketing News: Link

Smartphones exceed laptop/ pc ownership by millennial moms- A new study shows that millennial moms ownership of smartphones has outpaced laptops/desktops for the first time. These millennial moms are spending 35% more time online via their smartphones. By Cellular News: Link

Marketing predictions for CMO’s- This year we will see a significant shift in the way a brand markets itself online. Some examples are the growth of influencer & experiential marketing, the organization of online advertising, and the evolution of automated marketing. By Business2Community: Link

Don’t be afraid of marketing’s futureAll the excitement about technology and data in the marketing ecosystem has created new opportunities but opportunity depends on change, and change requires new roles and skills. The technology stack being developed for marketers is focused on efficiency and targeting, maximizing both upfront spend as well as back-end performance.” By MediaPost: Link


For Artists

Spanish-only music stars attempt to crossover-In the past Latin artists such as Ricky Martin, Enrique Iglesias and Shakira successfully crossed over by recording English albums. Latin artists like Juanes and Romeo Santos are now attempting to crossover by singing only in Spanish. It will be historic if these artists are successful in mainstream America. By NBC: Link


Music Technology

Hashtags are important to artist & record companies- “Before Twitter and Instagram, artists had limited options for promoting their new music. Now, artists can run their own personal social-media pages, hold live Q&A’s, post ten selfies a day on Instagram, and ultimately reach anyone around the world who has an Internet connection. The immediate connection to your market makes you constantly thinking of new ways to get people interested in your music, which is where the hashtagged #songtitles started to come into play. People will post about the song using the hashtag, and it will create a place where fans can have passionate discussions about the song and get the latest news on that artist, all while adding to the song’s social-media clicks.” By Houston Press: Link

Kanye West’s guerrilla marketing success- Kanye West has been truly innovative when it comes to making people talk about the promotion for his new sneaker and clothing collection by Adidas. By GQ: Link

Atlas sign Eddie & Alex Van Halen- The Atlas Music Group has signed Eddie and Alex Van Halen to an exclusive worldwide publishing deal. “We will give their music the proper push for synchronizations in films, TV and commercials. This is a premium catalog, so we will look for the right films and brand advertisers to place their music with,” said Atlas Music Group CEO Rich Stumpf. By Billboard: Link

Gourmet Symphony brings audiences & classical musicians together- Gourmet Symphony is a new venture that is focused on bringing audiences & musicians together in a unique way. “It’s a new way of experiencing classical music. We want to engage all of the senses,” John Coco said. The new approach has brought out people who are typically not classical music fans. By The Washington Post: Link

Turning stars into brands- “As changing economics in the film, TV and music industries affect how entertainers create art and get paid for it, an increasing number of celebrities are trying their hand at designing clothes and accessories, moonlighting as celebrity ambassadors, and transforming into lifestyle gurus.” By Women’s Wear Daily: Link

D.C. ranks as the number one city for music lovers- When it comes to the best cities for music people will likely say New York, Austin, or Nashville. According to a travel magazine D.C. is at the top of the list when it comes to enjoying music.  By Fox News: Link

Underground music scenes that are expected to thrive- There several music scenes that have not received national attention and are expected to grow. By Sonicbids: Link

Midem Marketing Competition- The leading annual music industry event in Europe will include educational conferences, exhibits, live music festivals, networking events, and competitions for artists, promotional teams, and music tech start-ups. The event takes place in France this June. Over 6000 music tech people, managers, agents, labels and publishers are expected to attend. By Hypebot: Link


Music Law & Legislation

Net Neutrality rules will not impact T-Mobile’s Music Freedom offer- Since launching Music Freedom T-Mobile has received opposition to the net neutrality principle. By choosing not to count specific internet services against data allowances many feel T-Mobile is choosing some services over others. By TmoNews: Link

Tumblr gets tough on music piracy- The DMCA is requiring Tumblr to respond to copyright complaints by removing violating content. There are concerns that music group IFPI is making a push to target Tumblr in order to remove users who post copyright music to the site. By Torrentfreak: Link


Music Technology

Pandora launches new platform that allow artists to send audio messages to fansPandora has launched a new service that will allow artists to send personalized audio messages to fans, said Pandora founder Tim Westergren. The pilot is currently open to a small number of artists like Lenny Kravitz. Pandora believes Artist Audio Messaging will be used by musicians to announce new tours or albums and target fans in specific cities. In October they also launched a free analytics service for artists. One of Pandora’s key initiatives are more tools for music artists. By Recode: Link

Apple hires the UK’s biggest radio DJ to help boost its music service- As Apple integrates Beats into iTunes it is also acquiring talent. UK’s biggest radio DJ, Zane Lowe, has joined Apple to help build its iTunes Radio/Beats Music product. Given his close relationship with artists and knowledge of the global music scene many speculate the radio DJ will also help curate playlists. By Engadget: Link

Shoot video & play music at one time with Snapchat- Snapchat has solved one of the largest complaints and integrated music into its application. Today it’s launching a new feature that allows you to record video while playing music from your phone. You can use iTunes, Spotify, or any other app while recording. By TechCrunch: Link

Vessel signs exclusive deal with Universal & takes on YouTube- Video start-up Vessel has signed a deal with Universal Music Group to show videos before anywhere else. The agreement will allow Vessel to play the music label’s videos prior to free, ad-supported sites. By Marketing Magazine: Link

Google Play Music for iOS has updated with a first ever iPad version- Google has begun rolling out a major update to the Play Music app on iOS. Google has announced that the update will offer new album and artist descriptions and a better Now Playing experience. By 9To5Mac: Link

Who’s making money in digital music?- Musicians continue to “sing the blues” over royalty revenues from steaming & digital services. “Nobody’s making any money. From songwriters and performers, to music services that had hoped to ease the transition from physical to digital with a thriving music economy,” says Paul Resnikoff, editor of the Digital Music News website. By USA Today: Link

Samsung’s Milk Music launches into Australia- Samsung has launched Milk Music in Australia. The incoming radio streaming service has been given an early thumbs down from the independents’ digital rights agency Merlin. Currently Milk offers Australians more than 150 genre-based stations. According to Charles Caldas, CEO of Merlin, “The Australian roll-out missed an opportunity. Samsung did not bother to license the world’s major independents before they launched in Australia. Given the success our labels have enjoyed in the Australian market, I’m sure Australian consumers will notice that, and be disappointed at their absence.” By Billboard: Link

Five of the best music streaming / personal radio apps for your endless musical enjoyment- By phoneArena: Link

Carlos Diaz

Carlos Diaz

Carlos is Chief Revenue Officer at Music Audience Exchange. Previously, Carlos built and operated large sales organizations for marketing and technology companies including ReachLocal, Neustar and Hibu.
Carlos Diaz

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