HOW-TO REACH GLOBAL AUDIENCES WITH YOUR MUSIC Dr. David Mitchell and Jennifer Jones-Mitchell Professor & Director of Education, Atlanta Institute of Music and Media | President, Brandware Public Relations HOW MILLENNIALS FIND MUSIC TOOLS TO USE STREAMING ROYALTIES MUSIC LICENSING 47% streaming websites 27% digital downloads 12% internet radio 14% YouTube Sites preferred by advertising and PR agencies; average licensing fee of 45% Customizable microsite Free players & downloads Free sales & donate options 15% of sales to bandcamp 10% of sales after $5,000 Customizable microsite Free players & downloads Paid sales & donate options Free news alerts and CMS Monthly fee $20 $5.64 per 1,000 streams *varies by country $4.89 per 1,000 streams $45 (US) per 1,000 streams $10-$20 / mo subscription $1.00 per 1,000 views * based on ad click-through Live performance site Tag to be discoverable Social media community Bitcoin revenue model Live performance app Tag to be discoverable Social media community No revenue generation $1.76 per 1,000 stream $7.30 per 1,000 streams BRAND LABELS DOWNLOAD ROYALTIES Live performance site Tag to be discoverable Social media community No revenue generation Recorded performance Tag to be discoverable Social media community Revenue via ad click-through Flat fee of 21% of their cost to acquire customer $6.00 per album 70₵ per song $4.40 per album 40₵ per song Photo/video sharing app Tag to be discoverable Social media community No revenue generation Community app Tag to be discoverable Social media community No revenue generation Source: Nielsen, Millennial Digital Media Study 4/12/16 SUCCESS STORIES TIPS FOR MUSIC PROMOTION AND LAUNCH INTRIGUE Pull back the curtain, invite fans into your process, tease new releases & content ENGAGE Host fan shows, give exclusive merch, crowdfund to make fans feel a part of it SOCIAL SHARING Share on relevant social media sites; promote posts and influencer engagement EMMA McGANN Without a record deal, McGann leveraged the live performance site, YouNow to grow an online following of nearly 1 million fans. She reached number 17 on the UK charts, just behind Ed Sheeran. She earns £2,000 a month from her bedroom LINDSEY STIRLING A dub step violinist who made $6 million on YouTube without a record label. Her Wild Wild West and Game of Thrones-inspired videos have built a huge online following. Earnings through ad revenue, direct music sales, sponsorships and live performances. PETER FLETCHER Raised $3,000 to fund his Christmas album. He offers incentives to top contributors including free CDs and exclusive content. He also uses gofundme to raise funds for tours and equipment. JOSH MARTIN AND LITTLE TYBEE Josh Martin uses Instagram to promote his band Little Tybee, and connect with fans and plan their tour. Fans volunteer to house the group as they travel the US. They use Instagram communities such as #Riffwars with over 120,000 followers to drive YouTube views leading to over 100,000 views on a number of their videos. Digital music sales make up of industry revenue 45% Streaming revenue is up over last year 39% PRESENTER INFORMATION: Dr. David Mitchell is a music composer, professor, blogger and director of education at the Atlanta Institute of Music and Media. www.davidmitchellDMA.com Jennifer Jones-Mitchell is an expert in digital marketing and public relations; she is the president of Brandware PR, a mid-sized agency with offices in Atlanta and Los Angeles. www.brandwarepr.com BRANDWARE PUBLIC RELATIONS Ifpi.org global music report, April 2016 Ifpi.org global music report, April 2016