Music Media Marketing Masterclass Nordische Botschaften, Felleshus

Key points German recorded (and media) market, still physical Album and CD driven Decentralized (16 federal states) Specialized PR/Promo services Longer timelines. Respect deadlines. Provide relevant assets/stories. PR’s aren’t magicians Importance of UK/US media Social Media - not always as social

German recorded market 3 rd largest recorded music market – 77,4 % physical sales / 22,6 % digital sales in 2013 (Streaming 4,7%) – 60,5 % of the Top 100 albums were national repertoire in 2013 (comparison 2004 – 39 %)

German Media in general The German music market is due to its size diversified and fragmented. This also causes that the landscape for music media is highly specialized It is often organized regionally or diversified in terms of the various media formats into Radio/ TV/ Print/Online

Listening habits 91% of the girls and 89% of the boys states that listening to music is the most or very important media activity to them. 90 % of German teens are daily/several times a week online. Nearly same percentage watches TV (JIM-Study 2013) 78 % listen to the radio daily, but only 21% of girls and 24% of boys read music magazines Radio, leading media format for music (42.1 %). Online-radio at 8.8%, video-streaming 8.9%, audio- streaming 3.2 and premium-audio-streaming 2.4% (BVMI).

Preferred media for music listening Source: Jahrbuch BVMI 2013

Radio Almost every Bundesland has its own radio station - the market for FM radio is very restrictive Key ones for „new“ music: WDR/Eins Live (Ø 1 Mio listeners p.h.) RBB/Radio Fritz (Ø list. p.h.) MDR - Sputnik (Ø list p.d.) Private Radio stations: Flux.fm Online Radio station: Byte.fm /Detektor.fm / BLN.fm

Radio The daytime is often regulated by a scheduled playlist. In the evening shows, editors have more chances to place songs that wouldn´t fit into the daily programme. Public and also some private radio stations offer sessions for radio concerts, live recorded sessions or studio visits.

Music in Print - Circulation Printed music magazines became heavily under pressure. The circulation of magazines is shrinking since years. Still compared to other markets print is still very strong in Germany. Daily papers and weekly magazines, like Sueddeutsche Zeitung or der Spiegel, die Zeit feature pop artists

Music in Print - Circulation Intro Magazine ( Free copies) Rolling Stone ( ) Musikexpress (51.000) Metal Hammer (41.000) Visions (31.600) Rock Hard (30.700) Spex (11.500) Groove (11.500)

The most important music online magazines are the online services of the established music magazines and broadsheets/dailies (from intro.de, Spiegel Online to more mainstream sites like lout.de) There are music blogs in Germany but they do not play such a significant role, as in other territories Video Platforms are quite popular in Germany Tape.TV / Vevo / Muzu.TV / OnlineMedia

Social Media Users Germany

Music in Television The prior leading TV stations in the music sector - MTV and Viva aren’t relevant anymore Niche broadcaster like Arte or ZDF Kultur/Neo have established own high- quality music formats like “Tracks” or “Open Air” The boom for casting shows seem to be over in Germany. There are hardly any possiblities to place emerging artists in German TV

The following session - constrains Genre focus: pop/rock/indie Formats: Print and Online Focus on „new“ talent and how to break into the market Concret examples

Thanks!