Music Media Marketing Masterclass

17.09.2014Nordische Botschaften, Felleshus

Key points

• German recorded (and media) market, still physical

• Album and CD driven

• Decentralized (16 federal states)

• Specialized PR/Promo services

• Longer timelines. Respect deadlines.

• Provide relevant assets/stories. PR’s aren’t magicians

• Importance of UK/US media

• Social Media - not always as social

German recorded market

• 3rd largest recorded music market

– 77,4 % physical sales / 22,6 % digital sales in 2013 (Streaming 4,7%)

– 60,5 % of the Top 100 albums were national repertoire in 2013 (comparison 2004 – 39 %)

German Media in general

• The German music market is due to its size diversified and fragmented.

• This also causes that the landscape for music media is highly specialized

• It is often organized regionally or diversified in terms of the various media formats into Radio/ TV/ Print/Online

Listening habits

• 91% of the girls and 89% of the boys states that listening to music is the most or very important media activity to them.

• 90 % of German teens are daily/several times a week online. Nearly same percentage watches TV (JIM-Study 2013)

• 78 % listen to the radio daily, but only 21% of girls and 24% of boys read music magazines

• Radio, leading media format for music (42.1 %). Online-radio at 8.8%, video-streaming 8.9%, audio-streaming 3.2 and premium-audio-streaming 2.4% (BVMI).

Preferred media for music listening

Source: Jahrbuch BVMI 2013

Radio

• Almost every Bundesland has its own radio station - the market for FM radio is very restrictive

Key ones for „new“ music:

• WDR/Eins Live (Ø 1 Mio listeners p.h.)• RBB/Radio Fritz (Ø 79.000 list. p.h.)• MDR - Sputnik (Ø 141.000 list p.d.)

• Private Radio stations: Flux.fm• Online Radio station: Byte.fm /Detektor.fm / BLN.fm

Radio

• The daytime is often regulated by a scheduled playlist.

• In the evening shows, editors have more chances to place songs that wouldn´t fit into the daily programme.

• Public and also some private radio stations offer sessions for radio concerts, live recorded sessions or studio visits.

Music in Print - Circulation

• Printed music magazines became heavily under pressure. The circulation of magazines is shrinking since years.

• Still compared to other markets print is still very strong in Germany.

• Daily papers and weekly magazines, like Sueddeutsche Zeitung or der Spiegel, die Zeit feature pop artists

Music in Print - Circulation

• Intro Magazine (120.000. Free copies)

• Rolling Stone (50.600 ) • Musikexpress (51.000) • Metal Hammer (41.000) • Visions (31.600)• Rock Hard (30.700)• Spex (11.500)• Groove (11.500)

• The most important music online magazines are the online services of the established music magazines and broadsheets/dailies (from intro.de, Spiegel Online to more mainstream sites like lout.de)

• There are music blogs in Germany but they do not play such a significant role, as in other territories

• Video Platforms are quite popular in Germany Tape.TV / Vevo / Muzu.TV /

OnlineMedia

Social Media Users Germany

Music in Television

• The prior leading TV stations in the music sector - MTV and Viva aren’t relevant anymore

• Niche broadcaster like Arte or ZDF Kultur/Neo have established own high-quality music formats like “Tracks” or “Open Air”

• The boom for casting shows seem to be over in Germany.

• There are hardly any possiblities to place emerging artists in German TV

The following session - constrains

• Genre focus: pop/rock/indie• Formats: Print and Online• Focus on „new“ talent and how

to break into the market• Concret examples

Thanks!