Music Marketing Money

Weekly Dispatch January 26, 2015

Carlos Diaz January 26, 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.

See more or subscribe at



Creating an Experience before a Website- “As a new artist, it’s very easy to buy into the mindset that there’s a list of things you must do to compete in today’s music industry. This makes sense. Artists are, in fact, not solely artist’s as much as creative entrepreneurs.” By Ethan Schiff: Link


Brand Marketing & Music

Big brands like McDonald’s are focusing on independent artists- Eric Sheinkop, CEO of Music Dealers, states “ads need to do more than just advertise a product or service. They need to bring real value to their consumers & music is the strongest way to do it.” Deborah Wahl, CMO of McDonald’s, told Forbes “sometimes there’s more room for flexibility, innovation & co-creation when working with an indie artist.” Big brands don’t necessarily want to battle with the Taylor Swift’s of the world and their established & strict vision for their work. Indie artists typically allow room for collaboration which is appealing to marketing execs. By Forbes: Link

Jack Daniel’s launches independent artist & small venue initiative - Jack Daniel’s has launched a year-long project in the UK supporting independents & small venues. The Tennessee whiskey brand will partner with different venues across the country & host events featuring emerging talent. By MusicWeek: Link 

Brands need to re-evaluate their approach to festival sponsorship- For the last few years brands have descended on music festivals selling their merch, distributing giveaways, & hosting bands trying to offer unique experiences to the festival-goers. The strategy simply isn’t as effective as it once was & brands need to re-evaluate their tactical approach. By Marketing Magazine: Link

Free music download with your beer purchase- Telegraph Brewing launched a creative guerrilla marketing campaign last summer when they released a download of California band Buellton’s album with their new saison brew. On the label of each bottle of beer was a download code. By Forbes: Link

Shutterstock expands into music- In one of two acquisitions Shutterstock purchased PremiumBeat, a Montreal-based provider of music & sound effects for creative projects. “PremiumBeat will augment Shutterstock’s recent foray into music distribution. PremiumBeat works with composers to build a library of music primarily licensed by advertisers & media agencies.” By Upstart: Link

10 new findings about the millennial consumer- Forbes has partnered with Elite Daily, on a new comprehensive study on millennials released today. “Our findings confirmed that millennials are highly educated, career-driven, politically progressive & (despite popular belief) do indeed develop strong brand loyalty when presented with quality products & actively engaged by brands,” says David Arabov, CEO Co-founder Elite Daily. Listed are the top ten findings gathered from the study. By Forbes: Link

Why did big brands lose in content marketing last year- “With 2015 well underway, I wanted to look back at the winners & losers in content marketing from the past year. But as I started compiling my data, I saw a surprising trend emerge. The companies that killed it with content were smaller, fast-growing businesses while more Fortune 500 brands failed big in 2014.”  By Forbes: Link

Quiksilver & Roxy want you to .surf the web- “The world’s biggest surf wear brand is using gTLDs to shore up its brand online. Quiksilver is adopting the .surf domain name to differentiate its businesses, including,, & According to a press release, the URL will also help redirect their millions of followers on their social media channels. Sister brand Roxy is also riding the wave, securing as an online destination.” By BrandChannel: Link

Can GQ make the digital transformation?- Howard Mittman, publisher of Wired, grew the tech publication’s digital revenues to 50% of overall sales. Now Mittman is trying to do the same at GQ, where he became publisher in September. His goal is to grow GQ’s digital ad revenue to 50% of all ad revenue, from about 20% today. By Digiday: Link

Levi’s is looking to create a retail revolution- Levi’s finds itself at the crossroads of old & new where it is striving to maintain its brand while capturing new fans. Levi’s is looking to win over millennials by providing technology & innovation via digital channels. By BrandChannel: Link


For Artists

11 ways artists can promote themselves- The more unique places an artists can target a customer the more likely they are to grab attention, stimulate interest & cause them to take action! By Hypebot: Link

Revolutionize your bands social media presence- “There are certainly gradual daily tasks in which you can keep your channels relevant, up to par, & powerful.” By Hypebot: Link


Music Industry   

Next Big Sound’s state of the industry for 2014- Numbers, network, industry, brands & predictions. By The Next Big Sound: Link

Music to my ears- “Music is a connector. It connects us to memories, people & stories. Marketing is about making a connection with your audience. You don’t have to be producing a multimillion-dollar TV spot to leverage music’s impact. There are plenty of ways for marketers of all sizes & shapes to work music into their marketing plan. The local music scene is on fire.” By Business Record: Link

Global digital music revenues & predictions- “TechNavio expects a huge influx of digital music users to drive this revenue gain. The company forecasts the number of digital music consumers will increase 126% to 2.55 billion, from 1.42 billion. These users could be anything from paying downloaders to subscribers to services such as Spotify & Deezer.” By Billboard: Link

Music festival marketers have fans search the city for the next lineup- Boston music fans searched the city looking for hidden vinyl records. The citywide scavenger hunt for the records was Boston Calling’s unique way of revealing its lineup for the May music festival. By The Daily Free Press: Link

UK is the featured country for the next Great Escape festival- The Great Escape returns this May for its tenth edition with 400 new bands & 3000 music business professionals in Brighton. By Complete Music Update: Link

Primary Wave merges its talent management division with Intellectual Artists- Independent music marketing, talent management & music publishing company Primary Wave has merged its talent management division with full-service talent & literary management, media & content production company Intellectual Artists Management. The union creates a full service entertainment management company with talent spanning creative industries, from music to film to television & literary, & will operate under the new name Primary Wave Entertainment.” By Billboard: Link


Music Technology

Rdio launches its streaming service in India- Spotify’s competitor Rdio has officially launched in India in an effort to increase its user base by adding the second most-populace country in the world. Rdio boasts a library of more than 32 million songs in 43 languages from global, regional & local labels. With the move into India Rdio plans to capture local content & add to its library. By Music Times: Link

Spotify’s content is music to its marketers- Spotify has hit the ten million paying subscriber mark putting itself at the top of the class for music platforms. Their advantages in the digital space also includes their user-friendly product, ad model, & music library. Spotify understands the relevance of content & how to help brands. By Business 2 Community: Link

Is sound quality the next big thing in music? – Chen, CEO of the Norway-based streaming provider Tidal, is convinced “that we are at a tipping point for consumer awareness of music quality”. Chen describes that premium headphone sales (now a $1-billion industry in the US & still growing) are evidence that people want better sound & are willing to pay for it. By Quartz: 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

Latest posts by Carlos Diaz (see all)

Leave A Response