1. 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.
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.
BRANDWARE
PUBLIC RELATIONS
Ifpi.org global music report, April 2016
Ifpi.org global music report, April 2016