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Weekly Dispatch March 23, 2015

Carlos Diaz March 23, 2015 Weekly Dispatch No Comments

Weekly Dispatch – March 23rd, 2015

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

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Content Is King: How Brands Can Capitalize on the New Rules of Content- As marketers take aim at tapping the huge millennial market, it seems that every brand on the planet has developed a content and social media program. However, many brands still struggle to adapt to the new rules of content, continuing to wrap blatant, one-way advertisements in the cloak of social media. Savvy consumers see right through this, and a brand’s reach and social engagement with customers can vary wildly from post to post, depending on the quality of content posted. by Justin Mink: Link


Brand Marketing & Music

Miller Lite Making a Millennial Push With a Man Named Fred- A lot is resting on Fred’s shoulders. Yea, Fred. He’s the bodega owner and chief character thru-line in a new Miller Lite campaign from TBWA Chiat Day Los Angeles with the tagline “As Long As You Are You, It’s Miller Time.” In other words, the campaign, which will break after Memorial Day, is all about authenticity — a core buzz word these days among Miller Lite marketing executives and among millennials at whom the new advertising is squarely aimed. By Milwaukee Business Journal: Link

Toyota Launches Global Street Music Campaign, ‘Feeling the Street’- Toyota announced on March 18 the launch of “Feeling the Street,” a global street music initiative. Around the world, some of the most vibrant musical performances take place on street corners. That talent now has a home with the launch of “Feeling the Street” (, an online campaign that celebrates some of the world’s best buskers. Toyota, for the first time, gives the general public a chance to select the world’s best street performers by voting for their favorite artists to create an ultimate Global Street Band. By CNW: Link

Affluent Millennials More Likely To Use WhatsApp, Amazon And Facebook- Because the millennial generation has a larger expendable income than all other generations, brands are still trying to figure out how to engage the 80 million consumers between the age of 18 and 34 living in the U.S. today. Despite unemployment rates and the stereotype that millennials are all unemployed and living in their parents’ basements, many young adults today are defined as affluent, meaning they are living in households with annual incomes that exceed $100,000. In fact, there are 15.5 million affluent millennials in the United States. By Forbes: Link

Tap the Millennial Market by Using Music as Your Medium- Recent research by the Event Marketing Institute indicates that 94 percent of music festival attendees are willing to move forward with a product purchase as a result of a good festival experience — the experience just has to be provided. Brands can make a presence at music festivals in multiple ways, and thanks to mobile devices, these experiences can be easily facilitated. From setting up sponsored check-in stations across stages to coordinating sweepstakes or giveaways through the mobile platform, brands can create clear-cut connections to the event, the bands and fellow fans. By Entrepreneur: Link

How Brands Can Harness The Power Of Digital Music- Today’s marketers are astutely aware of the evolution of digital music consumption and the vast majority now regularly consume digital music on a multitude of devices. This is presenting brands with endless opportunities to use the power of digital music to provide a deeper connection to consumers, suggests Con Raso, managing director at white music label service, Tuned Global. By B&T: Link

Employees Must be the Biggest Fans of Your Business’s Brand and Culture- The importance of employee engagement to brand and culture has been severely underrated in the past. Now it is a crucial aspect of running a successful business. If one’s employees do not believe in the brand and the brand’s culture, why should customers? There needs to be alignment between the internal and external values of a brand. Very often the person serving you at the bank or in a shop will tell you if there’s a better deal on offer somewhere else! Brands need to enlist the kind of employees who share the same values and thus ensure they’ll be true ambassadors. By B2C: Link

How Sour Patch Kids Is Using Free Lodging to Become the Favorite Brand for Bands- In October, Sour Patch Kids opened the Brooklyn Patch, a brownstone nestled in the borough’s Clinton Hill neighborhood that roving musicians can use as a crash pad while in town for gigs and video shoots. Less than six months later, bands like Dr. Dog, Deer Tick, Joywave, Magic Man and more have accepted the brand’s offer, staying at the Brooklyn Flea-decorated digs, seemingly free of charge. The brand established its second residence for musicians, in Austin, just in time for South by Southwest. Giving up-and-coming musicians a place to stay while on the road isn’t an altruistic move. The program allows the brand to situate itself within the music world and build brand awareness as well as credibility, according to Farrah Bezner, marketing director of Sour Patch. By Adweek: Link

Songs of the Week, SXSW Edition: 40 Bands You Need to Hear- Last week, more than 2,000 bands descended on Austin for South by Southwest. Check out Esquire Magazine’s list of “must-hears.” By Esquire: Link

4 ways to Entice Millennial Shoppers- Millennial shoppers’ wield heavy spending powers and their influence over brands opens a plethora of business opportunities. With advancement of technology and communications, companies have to familiarize with their expenditure and consumption psychology. Millennials are more prone to share consumer-generated content, and brands can no longer use a standalone platform to attract and engage with consumers. They have to focus their marketing efforts on multiple media, those where their consumers — the millennials — engage the most. Moreover, according to ComScore, the purchasing power of this group between 18-35 years is more than $ 170 billion — a fact hard to ignore. By Your Story: Link


For Artists

Helping Music Artists Make the Most of YouTube- On a new YouTube for Artists site, you have a variety of powerful resources, everything you need to take your latest slow jam or dance track to the next level. Here you’ll find tips on how to best get discovered, lessons on engaging with your fans beyond your music videos, a guide to making money on YouTube, and more. By YouTubeCreator: Link

Google Launches “YouTube For Artists” Free Toolkit For D.I.Y. Musicians- Google’s YouTube has launched YouTube For Artists. Music helped make YouTube successful, and now YouTube is helping the people who make music find more success on and off the video streamer. The new hub centralizes and expands YouTube’s effort to serve and add value to its musician creators. Included are: an expanded “how to” section, Music Insights, & Grow On And Off YouTube. By Hypebot: Link

How Smart Musicians Are Selling More Albums With Social Media- Social media is a vital tool in the success of a musician’s career. But are you sure you are doing all you can to make you social media strategy work for you in your album launch? By Hypebot: Link


Music Industry

Jay-Z’s Next Battle: Taking on Spotify and Pandora- Jay-Z’s recent $56 million acquisition of the Swedish company Aspiro has been officially completed. Aspiro is the parent company of WiMP and Tidal, two streaming music sites with a strong following amongst audiophiles. Both services serve up lossless, high-quality music. Showbiz411 reports that Jay-Z has been meeting with a who’s-who list of celebrities and artists in an effort to get them on board an entirely new artist-centric streaming service called Tidal. The purported allure of Tidal is that it will generate more money for artists than what they’re currently getting from sites like Spotify. By BGR: Link

‘Empire’ Keeps Building: Soundtrack Tops Charts- When the Empire soundtrack made its debut atop Billboard’s albums chart last Wednesday, it marked the first time an album had kept an artist with a better-selling title from the No. 1 spot. Madonna’s Rebel Heart outsold the soundtrack to Fox’s hit TV series, moving 116,000 copies to Empire’s 110,000. But when it came to on-demand streaming and individual track sales — two factors that have been part of Billboard’s chart methodology since December — Empire had a clear edge. The soundtrack had nearly three times the streams as Rebel Heart, and its tracks outsold Rebel Heart’s 4-to-1, giving it the No. 1 spot. By USA Today: Link

Live Nation CEO Michael Rapino Discusses Why Rock Stars Are the Best Marketers in the World- The artist understands and appreciates advertisers who are not only paramount to making live events come to life, but they are also extremely important as artists are continually searching for great partners and brands to help build awareness for their tours, their brands and their products. By Adweek: Link


Music Technology

Rhapsody Launches Music Sharing on Twitter: Full-track Playback Without Subscription- A new initiative from streaming music service Rhapsody will let its subscribers share songs from its 34-million track catalog with their Twitter followers, who will be able to play the tracks in full without leaving Twitter, even if they don’t pay for a Rhapsody subscription. Rhapsody says it’s the first streaming music service to offer full-track playback on Twitter, using the social network’s Audio Cards feature. The music is fully licensed by Rhapsody, with a cut going to artists, labels and publishers. By GeekWire: Link

What it’s Like to Launch a Music Sharing Startup at SXSW- On Saturday, Chicago-based Nusiki officially launched its app at SXSW. The startup aims to create a better social network for sharing music by allowing users to post songs directly into their feed. Co-Founder Ben Hewitt sent Chicago Inno a report from Austin about what a week’s schedule looks like when you’re launching a music startup at the biggest music/tech conference in the U.S. By Chicago Inno: Link

Xbox Music Now Lets You Play Music Stored on OneDrive- Microsoft announced an addition to Xbox Music last week. In short, the app now lets you access your music collection (up to 50,000 songs) saved on OneDrive. Any music files you upload to the new “Music” folder in OneDrive automatically appear in the Xbox Music app on all of your Windows and Xbox devices. This includes any PC running Windows 8.1, any smartphone running Windows Phone 8.1, and your Xbox 360 and Xbox One. By VB: Link

Infographic: Which Streaming Services Are Winning the Battle for Millennial Eardrums?- When it comes to music, millennials like it new, and they like it now. Numerous streaming and recommendation services have sprung up in response to younger consumers’ auditory desires. Five lead the market. By Adweek: Link

Streaming Music Revenue Beat CDs in the US Last Year for the First Time- Streaming music services accounted for more music industry revenue than CDs in the US last year, beating the dominant physical format for the first time. In total, streaming services were responsible for $1.87 billion in revenue, compared to CDs’ $1.85 billion. Those streaming services include subscription options like Spotify, radio models like Pandora, as well as other platforms like YouTube and Vevo. By The Verge: Link

US Streaming Music Revenues Eclipse CD Sales for First Time, As Rebrand of Apple’s Beats Looms- Streaming music services such as Spotify have eclipsed CD sales and are closing in on digital downloads as the largest source of revenue in the music industry’s biggest market, according to new data from the Recording Industry Association of America. US revenues from subscription streaming brands such as Spotify and Rhapsody and streaming radio services including SiriusXM hit $1.87bn in the US in 2014, a 29 percent increase over 2013 and equivalent to 27 percent of total music industry revenues. Sales of CDs slipped 12.7 percent to $1.85bn, even as the decline in total sales of physical formats was cushioned by the renaissance of vinyl records, which accelerated in 2014, with a near 50 percent jump in sales of LPs to $315m. Downloads have been the US music industry’s largest source of digital revenue for a decade, but they peaked in 2012 and have been in decline ever since. In 2014 download revenues fell 8.7 percent to $2.58bn, equivalent to 37 per cent of total industry revenues. By appleinsider: 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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