Getting Real About Going Independent Presented by Hisham Dahud
Who Are You?
Why Are We Here? The Internet and the emergence of Direct-To-Fan
The Over-Saturation “ 80 percent of all records released are just noise, hobbyists. (These) people clutter the music environment with crap, so that the artists who really are pretty good have more trouble breaking through than they ever did before.” -Tommy Silverman (Tommy Boy Records) Are you just part of the “noise”?
The Foundation It all starts with an exceptional product “Good” is not enough, you must become remarkable - otherwise people won’t come back
Teamwork It can’t be done alone Teammates must believe in you Play to each other’s strengths GOAL: Create commercially viable music
Getting Started Branding -Your name and likeness -Must match musical feel -Graphic identity (logos, fonts, etc) -What’s your story? -Authenticity
Branding (Continued) Web Presence – Personal Website
Be Cost Effective! Work in stages. You don’t need to do everything at once. You need to be adaptable and use resources wisely. What are the low-cost options?
Direct-To-Fan Video: Why Direct To Fan?
Fan Matrix Not all fans are created equal: – Potential Fan – Casual Fan – Regular Fan – SUPER Fan
Potential Fans Purchase Patterns – None Annual Value – $0 Where They Find You – Mass Media How Informed? – Minimal
Casual Fans Purchase Patterns – At least 1 transaction Annual Value – $1-20 average Where They Find You – Mass Media, Google, Public Profiles How Informed? – Familiar: name, some music, LIKE you
Regular Fans Purchase Patterns – Return Customer Annual Value – $ average Where They Find You – Casual + one or more of: website, newsletter, mobile How Informed? – Casual + KNOW BRAND
SUPER Fans Purchase Patterns – Buys Everything Annual Value – $ average Where They Find You – Everywhere Possible How Informed? – Know your birthday, your kids names, and your favorite ice cream flavor. In other words, EVERYTHING.
Fan Tiers Annual Spending
Fan Tiers Traditional Model – High Volume, Low Margin New Model (DTF) – Low Volume, High Margin You need BOTH!
Data Tools for collecting monitoring data – Fan numbers (Facebook, Twitter, lists) – Google Analytics – Why? Facebook Insights Google Analytics
Data (Continued)
Digital Strategy Analyze Growth Regularly – Re-tool goals and strategy Manage your time – Build a team – Focus on YOUR core competencies – Setup business for optimal ROI (time and money investment)
Social Media: “The Big Three” 1.Facebook 2. Twitter 3. YouTube Use your time wisely! Allocate your time to wherever your fans dwell most.
Mobile Music Marketing
Direct-To-Fan Summary What is DTF Marketing? – Creating Awareness – Fan Engagement (New products, website, social content) – Permissions based marketing ( capture) – Targeted Merchandising (Tailored product offerings) What does it do? – Creates a closer, more personal connection from artist to fan – Caters to the different fan tiers
Thank You Hisham Dahud – –