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Getting Real About Going Independent

Getting Real About Going Independent. Presented by Hisham Dahud. Who Are You?. Why Are We Here?. The I nternet and the emergence of Direct-To-Fan. The Over-Saturation.

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Getting Real About Going Independent

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  1. Getting Real About Going Independent Presented by Hisham Dahud

  2. Who Are You?

  3. Why Are We Here? The Internet and the emergence of Direct-To-Fan

  4. The Over-Saturation “80 percent of all records released are just noise, hobbyists. (These) people clutter the music environment with crap, so that the artists who really are pretty good have more trouble breaking through than they ever did before.” -Tommy Silverman (Tommy Boy Records) Are you just part of the “noise”?

  5. The Foundation • It all starts with an exceptional product • “Good” is not enough, you must become remarkable - otherwise people won’t come back

  6. Teamwork • It can’t be done alone • Teammates must believe in you • Play to each other’s strengths • GOAL: Create commercially viable music

  7. Getting Started Branding -Your name and likeness -Must match musical feel -Graphic identity (logos, fonts, etc) -What’s your story? -Authenticity

  8. Branding (Continued) • Web Presence • Personal Website

  9. Be Cost Effective! • Work in stages. • You don’t need to do everything at once. • You need to be adaptable and use resources wisely. • What are the low-cost options?

  10. Direct-To-Fan • Video: Why Direct To Fan?

  11. Fan Matrix • Not all fans are created equal: • Potential Fan • Casual Fan • Regular Fan • SUPER Fan

  12. Potential Fans • Purchase Patterns • None • Annual Value • $0 • Where They Find You • Mass Media • How Informed? • Minimal

  13. Casual Fans • Purchase Patterns • At least 1 transaction • Annual Value • $1-20 average • Where They Find You • Mass Media, Google, Public Profiles • How Informed? • Familiar: name, some music, LIKE you

  14. Regular Fans • Purchase Patterns • Return Customer • Annual Value • $20-200 average • Where They Find You • Casual + one or more of: website, newsletter, mobile • How Informed? • Casual + KNOW BRAND

  15. SUPER Fans • Purchase Patterns • Buys Everything • Annual Value • $50-1000 average • Where They Find You • Everywhere Possible • How Informed? • Know your birthday, your kids names, and your favorite ice cream flavor. In other words, EVERYTHING.

  16. Fan Tiers Annual Spending

  17. Fan Tiers • Traditional Model • High Volume, Low Margin • New Model (DTF) • Low Volume, High Margin You need BOTH!

  18. Data • Tools for collecting monitoring data • Fan numbers (Facebook, Twitter, Email lists) • Google Analytics • Why? FacebookInsights Google Analytics

  19. Data (Continued)

  20. Digital Strategy • Analyze Growth Regularly • Re-tool goals and strategy • Manage your time • Build a team • Focus on YOUR core competencies • Setup business for optimal ROI (time and money investment)

  21. Social Media: “The Big Three” • Facebook • Twitter • YouTube Use your time wisely! Allocate your time to wherever your fans dwell most.

  22. Facebook

  23. Facebook

  24. Mobile Music Marketing

  25. Mobile Music Marketing

  26. Direct-To-Fan Summary • What is DTF Marketing? • Creating Awareness • Fan Engagement (New products, website, social content) • Permissions based marketing (Email capture) • Targeted Merchandising (Tailored product offerings) • What does it do? • Creates a closer, more personal connection from artist to fan • Caters to the different fan tiers

  27. Thank You • Hisham Dahud • Email: hdahud@gmail.com • Twitter: @HishamDahud

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