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Lecture for University of Lincoln, Dec 5th 2011
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University of Lincoln University5th December 2011
Susi O’NeillDigital Consultant
Digital Marketingand the
Music Entrepreneur
Digital Marketingand the
Music Entrepreneur
1. Trends in digital marketing2. Digital music distribution research
2009
Digital Marketingand the
Music Entrepreneur
1. Trends in digital marketing
Trends in Digital Marketing
1. Web 1.0 > 3.0
Access over ownershipImage
Modular, customisable systems
Proprietary Systems
Customisable web
Geocities (1994-2009)
Customisable > Generic Web
MySpace (2003-2012)
Generic web
Facebook (2004-present)
Rise of the digital native
Prosumer (Consumer as producer)
People Power
Source: Altimeter
Comparing Digital Natives...
...With Silver Surfers
Forrester: 2009
Old media: lean back
New media – lean forward
Web 1.0
Marta Strikland
The Culture of Now
Bid taping Seckilling music?
Signal to noise ratio
Tastemakers
Navigating the data overload
Tastemakers Gatekeepers
Navigating the data overload
Tastemakers Gatekeepers Curators
Navigating the data overload
Music – Free Like Water?An exploration of online music
for independent music entrepreneurs
2009 Music Research
1) What are the opportunities and challenges facing independent music entrepreneurs – particularly ‘micro’ enterprises operating outside of the traditional music industry – in using digital distribution, marketing and communications?
2) What skills, business models, and strategies are needed to succeed in the digital economy?
Music Industry 2009
Changing roles and values of the music industry
DIY
MP3 Dominance
Whatever happened to music shops?
Online Commerce for Real world Places
House Concerts
Teenage Music Fan
The changing values of copyright
Kutiman – Thru You
Music Fans
SAVANTS
ENTHUSIASTS
CASUALS
LURKERS
Opportunities in digital marketing and social media
Provocation 7: Results: Summary:“With all these digital platforms, it’s just too hard to reach enough fans to make it worthwhile. I want to play and write music, not spend all my time online.”
Totally agree 14% Partly agree 35%Neither agree nor disagree 10%Partly disagree 19%Totally disagree 13% I don’t know/care 10%
Agree: 49%Disagree, 32%Other 19%
Music, Free Like Water?
“I’m fully confident thatcopyright will no longer existin ten years…music itself isgoing to become like runningwater or electricity.”
David Bowie, 2002
Imagine a world where music flows all around us, like water or like electricity, and where access to music becomes a kind of ‘utility’. Not for free, per se, but certainly for what feels like free. Fans, artists and all kinds of music communities drive business rather than being driven by corporate powers.”Leonard & Kusek, 2005
The Long Tail
1,000 True Fans
Devaluation of Music?
Alternative Funding Models
Music Industry of the Future
Thank you
Susi O’Neill, Digital Consultantwww.digitalconsultant.co.ukTwitter @susioneillLinkedIn/Facebook @susioneill
email: [email protected]
