#1NLab15: Marketing Like a Rock Star

Alyson Fieldman@alysonfieldman

Marketing Like a Rock Star

Top 10 Lessons from Music’s Biggest Names

Lesson 10Brand Is Everything

Brought to you by Lady Gaga

Photo credit: Carly Lane, Hello Giggles

Is It the Music or the Personality?

§ Musical acts have to differentiate themselves.

§ Some performers are known for personality over music.

Photo credits: Left - Jason Merritt - © 2012 Getty Images; Center - santabanta.co m; Right - billboard.com

Interesting ColorFull Image

Is it the music? Or the image?Is it the music? Or the image?

Photo credit: Lady Gaga Facts on Twitter, @LGMonsterFac ts

Lesson 10: Brand Is Everything

§ The work is table stakes.

§ Focus on crafting a unique brand.

§ Use proof points that set you apart.

§ Be memorable.

Lesson 9Evolve Your Brand

Brought to you by Madonna

Photo credit: Bang Radio

DO

Photo credits: Left - Like a Virgin video (courtesy of Buzznet); Right – Evan Agostini, AP

DO

Photo credits: Left – Hairstyleholic.com;Rig ht – Billboard.com

DO

Photo credits: Left – Amazon.com; Right – Traduzic.com

DON’T

Photo credit:s Left – Genius.com; Right - Wikipedia

Lesson 9: Evolve Your Brand

§ Freshen up every 5-10 years.

§ Refine instead of replace.

§ Be authentic.

Lesson 8Nothing Beats a Live Performance

Brought to you by The Rolling Stones

Photo credit: The Digest Online

Concerts = Best Musical Experience

§ Full sensory experience

§ Concerts are big money.– Rolling Stones: $80 million for 18 concert tour in 2015– Of the top 20 highest grossing concert tours of all time, The

Rolling Stones have 4 spots.

§ Direct interaction between performer and fans– U2’s 360° tour from 2009 – 2011 drew 7.2 million fans– Technology like Twitter and Bandsintown can make connecting

even easier.

Lesson 8: Nothing Beats a Live Performance

§ Focus on face-to-face interactions.

§ Digital can amplify live experience.

§ Fly-by-night efforts aren’t as impactful as long-standing performers.

§ Set the stage.

Lesson 7Video Is the Next Best Thing to Live

Brought to you by Justin Bieber

Photo credit: Fashion 360 Magazine

Music Videos Are the Next Best Thing

§ Close to full sensory experience, except that it’s on demand

§ Ability to reach a massive audience wherever they are– Justin Bieber’s “Baby” music

video is the most watched on Vevo with 1.2 billion views.

– It’s also the 2nd most watched video on YouTube, after “Gangnam Style.”

Justin Owes His Career to YouTube

Lesson 7: Video Is the Next Best Thing to Live

§ Make video part of your content strategy.

§ Focus on high production value.

§ Make it accessible.

Lesson 6Tell a Good Story, and Build Suspense

Brought to you by Weird Al

Photo credit: Foil video

Release of Weird Al’s “Mandatory Fun”

§ Released by RCA Records on July 15, 2014

§ Well-choreographed campaign leading up to release:– June 14: cryptic image with the date July 15 posted on social

media– Two media appearances – YouTube series Epic Rap Battles of

History and Comedy Central’s Drunk History– Series of 8 viral music videos released starting on July 14 –

garnered 46 million views in 10 days

§ Became his #1 album in 30-year career– “Word Crimes” went to #39 making him 3rd person to have a top

40 song in each of 4 decades

“There is no more music television [...]

The Internet [...] is the new MTV.”

Lesson 6: Tell a Good Story, and Build Suspense

§ Craft a well-choreographed campaign.

§ “Leak” details in advance.

§ Build suspense.

§ Release chunks of information separately.

§ Use social media, TV, and other authentic channels.

Lesson 5Embrace the Element of Surprise

Brought to you by Beyoncé

Photo credit: Movieweb.com

The Day Beyoncé Broke the Internet

§ Surprise release of her 5th album, Beyoncé on iTunes at midnight on December 13, 2013

§ Debuted at #1 making it her 5th

straight #1 album

§ 1.2 million tweets in 12 hours

§ Sold 800,000 copies in 3 days

Lesson 5: Embrace the Element of Surprise

§ Ignore the status quo.

§ Do things on your terms.

§ Be disruptive.

§ Don’t be afraid to make waves.

“The whole project is a celebration of the Beyoncé Philosophy, which basically boils down to the fact that Beyoncé can do anything the hell she wants to."

- Rolling Stone’s Rob Sheffield

Lesson 4Choose Your Channels Carefully

Brought to you by Ed Sheeran

Photo credit: Thedrum.com

“I have been playing sold out gigs in South America, I’ve sold out arenas in Korea and SE Asia. I don’t think I’d be able to do that without Spotify. For me, Spotify is not even

a necessary evil. It helps me do what I want to do.”

Lesson 4: Choose Your Channels Carefully

§ Be authentic.

§ Choose wisely.

§ Stay current.

Lesson 3Social Media Is Key

Brought to you by Katy Perry

Photo credit: Pro Motion Blog

Music and Twitter Go Hand-in-Hand

1. Katy Perry: 76 M 2. Justin Bieber: 68 M3. …4. Taylor Swift: 64 M5. …6. Rihanna: 51.7 M7. Lady Gaga: 51.5 M8. Justin Timberlake: 49 M9. …10. …

Lesson 3: Social Media Is Key

§ Engage with your audience one-on-one.

§ Listen to what others are saying about you.

§ Connect with your fans.

Lesson 2Collaborate With Other Heavyweights

Brought to you by Eminem & Rihanna

Photo credit: Billboard.com

Eminem & Rihanna’s Collaboration

§ Love the Way You Lie (2010)– Eminem’s best selling song– Occupied #1 spot on the

Billboard Hot 100 for 7 weeks, making it the 2nd most popular Eminem song ever

– Powerful message about domestic violence

§ The Monster (2013)– 4th collaboration together– Hit #1 on the Billboard Hot 100 in December 2013– Eminem’s first #1 song on the US R&B/Hip Hop songs chart

Lesson 2: Collaborate With Other Heavyweights

§ Look outside your area of expertise.

§ Choose an equal partner.

§ Truly collaborate.

Lesson 1Focus on Your Fans

Brought to you by Taylor Swift

Photo credit: Rolllingout.com

Taylor Swift and Fan Engagement

§ Featured fans in her video for “Shake it Off”

§ “Swiftmas”

§ “Taylurking”

§ 89 fans invited to secret sessions

§ T-Parties after concerts

Photo used with permission from Stefany Needel Meyer

The Loyalty Graph

Rock stars, like Taylor Swift, focus here

From Think Like a Rock Star: How to Create Social Media and Marketing Strategies that Turn Customers into Fans by Mack Collier

Lesson 1: Focus on Your Fans

§ Focus on your highest value customers.

§ Make your clients feel special.

§ Personalize your communication and touch points.

§ Drive loyalty with rewards, perks, special offers.

RecapTop 10 Marketing Lessons

from Music’s Biggest Names

10. Brand Is Everything

9. Evolve Your Brand

7. Video Is the Next Best Thing to Live

6. Tell a Good Story and Build Suspense

3. Social Media Is Key

4. Choose Your Channels Carefully

2. Collaborate With Other Heavyweights

5. Embrace the Element of Surprise

1. Focus on Your Fans

8. Nothing Beats a Live Performance

Thank You