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The New Power TrioBands, Brands and Revenue
Kristin Thomson • Future of Music Coalition
Sunday, January 29, 2012
• in person interviews• financial case studies• widely distributed online survey
Data collected through:
Sunday, January 29, 2012
US-based musicians, performers and composers completed the survey.
Over 5,000
Sunday, January 29, 2012
40% spend more than 36 hours perweek
performing, composing, teaching or working on their craft.
Sunday, January 29, 2012
ClassicalJazzRock/Alt-RockPop • Composer • Singer/songwriter
Folk • Indie • Americana
Primary genres for survey respondents:
Sunday, January 29, 2012
Brand can include:Merchandise sales
Fan club income
Persona licensing
Ad revenue
YouTubeʼs partner program
Acting
Product endorsements
Corporate sponsorships
Grants
Fan funding
Sunday, January 29, 2012
Merchandise and branding is only relevant to a small number of US-based musicians.
POINT 1
Sunday, January 29, 2012
1. Musical compositions2. Sound recordings3. Performances4. Session work5. Merchandise6. Teaching7. Other
Apportioning music income
Sunday, January 29, 2012
N = 5371
2%In aggregate, income from merchandise sales accounted for about 2% of respondentsʼ revenue.
Income from merchandise
Jazz: 0.6% Classical: 0.6% Country: 2.2% Hip Hop: 4.9% Rock: 6.6%
Range by genrefrom
0.6% to 6.6%
Sunday, January 29, 2012
0% 25% 50% 75% 100%
72.71.5711.37.5
Decreased Stayed same Increased Donʼt know Not applicable
Changes in revenue from merchandiseover past five years
Percent of respondents N = 4072
Sunday, January 29, 2012
0% 25% 50% 75% 100%
711.37.5
Changes in revenue from merchandiseover past five years
Percent of respondents N = 4072
Decreased Stayed same Increased Donʼt know Not applicable
73% of respondents: “not applicable”
Sunday, January 29, 2012
Artists have many other brand-related opportunities, but widespread participation is difficult.
POINT 2
Sunday, January 29, 2012
N = 5371
Income from “other” revenue sources accounted for about 7%of respondentsʼ revenue.
7%
Income from “other” revenue sources
Sunday, January 29, 2012
Grants
Fan funding
Corporate sponsorships
Acting
Web ads
Endorsements
Persona licensing
Fan club
0% 2% 4% 6% 8% 10% 12%
Deriving income from brand
Percent of survey respondents who have received some income from these activities in past 12 months. More than one answer allowed. N = 5371
Sunday, January 29, 2012
DEDICATED MERCH TEAM
“We have a dedicated merch guy now and he makes a big difference...”" " " " " " " " " " " " " " " " – US rock band
Sunday, January 29, 2012
LIMITED EDITION MERCHANDISE
“Coming to the shows, having one of those shirts that only 200 people have, they love feeling like theyʼre a part of something special.” – Ben Weinman, The Dillinger Escape Plan
Sunday, January 29, 2012
LEVERAGING BRAND
“...I think corporate America understands the influence of rap music and is using it to help promote their products...”
– Jini Thornton, business manager for high profile hip hop artists
Sunday, January 29, 2012
BRAND IN NONCOMMERCIAL WORLD
“[pursuing licensing or branding opportunities] would be a fun thing to do, but it takes away from our main purpose: to promote the artist with orchestras or with presenters.” – US classical manager
Sunday, January 29, 2012
BRAND IN NONCOMMERCIAL WORLD
“Weʼre very aware that we exist in a niche. We need to bring people into the niche and deepen our relation-ship with them, rather than flinging ourselves all over the place.” – classical choral chamber group
Sunday, January 29, 2012
POINT 5
Corporate sponsorship and fan funding fills in where labels may have dropped off.
Sunday, January 29, 2012
CORPORATE SPONSORSHIP
“For us, corporate sponsorship of videos has been a total revelation...”
" " " " " " " " " " " " " " " " " – US rock band
Sunday, January 29, 2012
FAN SUPPORT
“Artists have to feel no shame about asking their audiences and their fans for support and money....”
" " " " " " " " – US musician/performance artist
Sunday, January 29, 2012
1.Not all musicians are able to leverage their brand.
2. For musicians and bands who can leverage brand, they benefit from being flexible, open-minded, strategic, and unafraid to involve their fans.
The Takeaways
Sunday, January 29, 2012
By roleComposers and songwritersTouring musiciansSession and freelance players
By genreJazz players and composersClassical players and composers
By locationMusic cities
By experience or trainingEmerging artists versus old guardConservatory or music school graduatesLabel relationshipsOrganizational affiliations
Future ARS data releases
Sunday, January 29, 2012