Rock Your Net - Music Marketing Seminar

www.outsidetheboxmusic.com

Rock Your Net

CharlesAlexander


Rock Your Net

AlexCur.s

CreatorsFreedomProject


Rock Your Net

PaulSchatzkin

CohesionArts


Rock Your Net

DoakTurner

NashvilleMuse


Rock Your Net

WayneLeeloy

Ar.stServicesManager

TopSpinMedia


Rock Your Net RachelBarnhard

AlexCur.sPinkyGonzales

DavidHooper–MusicBusinessRadioLydiaHutchinson–PerformingSongwriter

ArielHyaK–CyberPRMarkKrejci

WayneLeeloy‐TopspinMichaelLoveK

MarkMontgomeryKateO’NeillPaulSchatzkinDeannaWalker

Acknowledgements


Rock Your Net

ASinger‐SongwriterMeetsASuitBrookeLundy’sYouTubeChannel


Rock Your Net •  Getsignedtomajorlabelfor$1milliondollars

•  Actuallythewaythingsaregoing,makeit$2million

•  Youhaveanamazingteambehindyouandallyouhavetodoisjustshowup.They’lldoeverythingelse.

•  Arichrela.vediedandleVyouabigpotofmoney.

•  T‐BoneBurneKendorsesandchampionsyou.AlsotoldyoutostayofftheInternet.Anyonerememberthis?

•  Youcanaffordands.llpayformajor/primarymarketradioairplay.


Rock Your Net

SoGoodLuckWithThat

NowForTheRestofUs…


Rock Your Net

Philosophy

SomeCentralThoughts&Observa.ons


Rock Your Net

Nooneiscomingtosaveyou.Howdoesthatmakeyoufeel?

‐DerekSivers,founderofCDBaby


Rock Your Net

WhatDoYouWantToTeach(YourAudience)?

‐BelaFleck


Rock Your Net

Source:ArsTechnica


Rock Your Net

HaveAPlan


Rock Your Net

ThePlanAllINeedIsToProduceARecording

AllINeedIsAWebSite

AllINeedIsAWebSiteOnMySpace

AllINeedIsMyYouTubeVideoToGoViral


Rock Your Net

HaveARealPlan


Rock Your Net

CentralPhilosophyBehindThePlan

1000TrueFans

TheLongTail


Rock Your Net

CentralPhilosophyBehindThePlanWhatIsATrueFan?

ATrueFanisdefinedassomeonewhowillpurchaseanythingandeverythingyouproduce.Theywilldrive200milestoseeyousing.Theywillbuythesuperdeluxere‐issuedhi‐resboxsetofyourstuffeventhoughtheyhavethelow‐resversion.TheyhaveaGoogleAlertsetforyourname.TheybookmarktheeBaypagewhereyourout‐of‐printediIonsshowup…Theyhaveyousigntheircopies.Theybuythet‐shirt,andthemug,andthehat.Theycan'twaitIllyouissueyournextwork.(Theyalsocan’twaittohearfromyou)

Source:KevinKelly,TheTechniumBlog


Rock Your Net WhatIs“TheLongTail”?

Source:KevinKelly,TheTechniumBlog

TermcoinedbyChrisAndersonwhilehewasatWIRED


Rock Your Net WhatIs“TheLongTail”?

Truefanspendsaday’swage–let’ssay$50‐$100/yr

YouneedtoconnectwithyourTrueFans

Theycometoyourconcerts,buylimitededi.ons

Youwanttoretaintheirsupport

Youalsobenefitfromtheirdirectfeedbackandlove

Technologymakesconnec.ngeasyWebSites,Blogs,Facebook,TwiKer,Youtube

Par.allySourced:KevinKelly,TheTechniumBlog


Rock Your Net DirectToFan(DTF)

Whatisit?

Direct‐to‐fanmarke.ng(D2F)istheprac.ceofconnec.nganar.stdirectlywiththeirfansto:

*Keepthemawareofrelevantnewsitems.*Engagethemwithcontent&experiencestheyfindinteres.ng.*Createpermissionmarke.ngrela.onships.*Sellgoods.

OnedefiniIon:

Source:TopspinMedia


Rock Your Net

* Feb 1st Fearless EP

ReleaseFree Christmas Song

Fearless Video

Fan Acquisition

Dec 12

Free Fearless EP Pre Releaseto Mailing List via RedemptionCode to reward loyalty

“Witness” Paul v CharlesSmackdown

on YouTube/Vimeo/Web Site

(Free?)

Target: 2000-2500 fans on email list

1500 FB Fans

* Single - For an Email* Entire EP - for FB Like and ShareFamily/Parenting/Mommy/Daddy BlogsMagazinesLocal Press/Media Releases

Tin Pan South 2011*Apr 1st

My America ProjectMar 1st

T shirt and free My America Downloadfor $15.

Remix Competition “Twisted”Blog for Biology relatedMusician Scientist Blog

YouTube cover of Elvis Presley’s “All Shook Up”

YouTube cover of “Stand By Me” electroa cappella version

May10th 2011

(Video Release?)

Advance Copy/Press Release/Blog/Media

2nd Video - Immigrant?

CD Release

Video EPK.

Django Phase I

Django Phase II

Pandora

Cross promote similar likeminded artists

Release songs in development

Release videos

Blog on issues/causes

FB ads

FB ads

FB ads

digital media education workshop for musicians

Exclusive Dinner CD Release

CD Release Party

Live and Video/Ustream Events

PostRelease

(with Rachel’s Music & Lydia’s Book)

Charles Alexander’s Immigrant Album Release DTF CampaignA Song About All of Us

w Merch Packages


Rock Your Net

HaveAPlan


Rock Your Net

BuildAnOnlineInfrastructure

MusicMarke.ngPlajorm

WebSite

FaceBook

YouTube

MySpace(maybe?)

iTunes

Amazon

Pandora

EmailDirectToFAN


Rock Your Net

YouCanAlsoMarketDirectToPublishers,A&R,HitSongwriters&Peers


Rock Your Net DirectToFan(DTF)

Whatisit?

Ithinkit’sabitmorethanthat


Rock Your Net

MarketDTF/Mone.ze

AcquireFans

CreateValue

BuildCommunity

YouCanAlsoMarketDirectToPublishers,A&R,HitSongwriters&Peers

BuildAwareness


Rock Your Net

BuildAwareness

GiveStuffAwayBuildARela.onship

BeAPurpleCow

UseMediaToBuildAwareness

hKp://virtualmusic.tv/2011/02/2010‐music‐website‐heat‐map/


Rock Your Net

JuliaNunesonYouTubeThisvideo:2,094,000+viewsCumula.ve:Upwards42MviewsMorethan187,000subscribers

JuliaNunes’“BuildMeUpBuKercup”Video


Rock Your Net

JuliaNunesonYouTubeThisvideo:2,394,256+viewsTotalUploadViews:Upwards46M+Morethan187,000subscribers


Rock Your Net

Haveyouheardofher?

Hadnomanagementun.l~4yearsago.

Didnotgigoutofhercollegecampusun.lshegotmanagement

Around3yearsago,PlayedBonnaroo2‐3yearsinarow

OpensforBenFolds

GotOnKickStartertoRaise$15000torecordnewCD

YouTubevideosinherdorm~6yearsago


Rock Your Net

Haveyouheardofher?

SohowmuchdidJuliaNunesraise?

$77000Plus

FeaturedonCNN&NPR

In2010,averagemajorlabelrecord:$200,000

Averagenewact:$100,000

Typicallargeindieproject:$40‐50K


Rock Your Net

Incidentally…

Coversongsaregatewaydrugsforpeopletodiscoveryourmusic

AwelldoneuniqueversionofacoversongonYouTubeoriTunes

canbeanimportantpromo.onalasset


Rock Your Net

Crea.ngValue

SoundsSimple

HardToDo

BigTopic–AWorkshopAllByItself


Rock Your Net

Crea.ngValue

YourBrandInstantlyRecognizable(AHit?)

U2Apple

HarlanHowardIHopeYouDance


Rock Your Net

AcquiringFans

Crea.ngValue/GivingItAway

EngagingExis.ng/Poten.alFans

Thisishardwork!ButifyoudoitrightIt’salotoffunandveryrewarding.


Rock Your Net TheCivilWarsGaveawaytheirmusicforfreetocreatedemand

MusicinTV’s"Grey’sAnatomy"

VideoonYouTube("PoisonandWine")

BartonHollowmostdownloadedalbumoniTunes

and#1ontheBillboardDigitalAlbums

Chartwhenreleased.

No#1hitsong

TaylorSwiYisaSuperFan

JayLeno

NoCHRradio

TotallyIndie

OpenedforAdele


Rock Your Net JenFosterTV/Film

placements

ThemetoWebbasedSoapopera:

“VeniceTheSeries”

Tours/HouseConcerts

Music/Merch

FanEngagement

No#1Hit…Yet

SustainableCareer

TotallyIndie

NSAIBoardMember


Rock Your Net

GavinMikhail

>2MillionYouTubeHits

Doesn’tTour

SellsMusic&MerchOnline

SustainableFullTimeCareer

LivesJustOutsideofNashville


Rock Your Net

BuildingCommunity

It’sNotAllAboutYou


Rock Your Net

Community

TheMostImportantComponent

Nashvilledoesthiswell


Rock Your Net


Rock Your Net


Rock Your Net

CityofDreamsMusicVideos

Ini.alHomeGrownVersion:

www.youtube.com/watch?v=fvpG4lTSVmA

FullProduc.onVersion:

www.youtube.com/watch?v=gjoDpmNYaas


Rock Your Net

WhatDoYouWantToTeach(YourAudience)?

‐BelaFleck

WhatCanYOUlearnfromyouraudience?


Rock Your Net

SomeMyths

Thisiseasy

You’llendupwiththousandsoffansautomagically

Allthosefansaregoingtopayyouformusic.

Ifyoudon’tknowhowtodothis,you’restupid!


Rock Your Net

It’sintui.ve–whenyouknowwhattodo!

‐PaulSchatzkin


Rock Your Net

ABANDON

Anyillusionofcontrol

Theonlyformofvalida.oniswhenfolksbuymymusic


Rock Your Net

EMBRACE

WhatYouCanDoForYourCommunity

Crea.veWaysForYourCommunityToSupportYou

Win‐Win


Rock Your Net

OwnYourPeople

BeSincere

BeHonest

BeTransparent


Rock Your Net


Rock Your Net

ThePlan

SewngGoals


Rock Your Net

Download

hKp://hitson.gs/rynplan


Rock Your Net

ATonyRobbinsMoment


Rock Your Net

SomePlans&Campaigns

hKp://www.topspinmedia.com/grant‐entrant‐.gers‐that‐talked

hKp://www.topspinmedia.com/grant‐entrant‐sonoio


Rock Your Net

GoalSheets

ReachSheets

TimelineSheets


Rock Your Net ReachSheets

Reach Sheet

Name: Rick Patin

Mailing list Fans: - ! ! ! ! Not yet

How often do you email your fans? ! rarely

Facebook Fan Page? Yes ! ! ! (rick patin music)

Facebook Profile Page: ! ! ! rick patin

YouTube Channel/Hits: ! ! ! Very Few

YouTube Subscribes: ! ! ! ! Very Few

Website: ! ! ! ! ! ! www.rickpatin.com

Access to your Website:! ! ! Yes

Access to Design your Website:! ! Yes

Average # of Unique Hits On your website/month: Don"t Know

Do you log on to your website to engage? no

How Often:

Last time you tried to use your website:! Last week

Do you sell Direct to Fan from your website? - NO

Planning Sheet

Name:

Describe What You Do in 30 seconds (less than 100 words):

Career Goals:

1)

2)

3)

What Do You Want To Teach Your Audience?:

Narrative/Story/What Are You About?: (Not Your Bio)

The Most Important Thing To Me Musically Is:

The Thing I Want To Accomplish Next Is:

!"#$#%&#'()*

!

Goals: Planning Your Timeline

StartDate

EndDate

Major Goal:

Suggested Period: 1 year/ 6 mos www.rockyournet.com

Secondary Goals:

Goals: Planning Your Timeline

StartDate

EndDate

Major Goal:

Suggested Period: 1 year/ 6 mos www.rockyournet.com

Secondary Goals: