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Guerilla Marketing for Musicians


Guerilla Marketing for Musicians. New Directions for the New Millennium. Jeannie Novak ... I can just get signed, I'll [be famous/sell a lot/have money/be able ... – PowerPoint PPT presentation

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Title: Guerilla Marketing for Musicians

Guerilla Marketing for Musicians New Directions
for the New Millennium
Jeannie Novak Founder, Indiespace MACWORLD July
19, 2003 http// http//
Common Attitudes Do any of these sound like you?
  •  My music speaks for itself.
  •  My music appeals to everybody. My market is the
    whole world.
  •  Im a creative person, not a business person.
    Let someone else handle my marketing."
  •  If I could just get a meeting at major record
    label, I will be signed on the spot.
  •  How come that store/distributor/label isnt
    selling for me? Its their job!
  •  That Internet thing's over."
  •  Ive got a great song, but I don't want anyone
    to hear it or they'll steal it."
  •  The only way I can get heard above the noise is
    with a big marketing budget.
  • Im too good for that job/venue/gig.
  •  If I can just get signed, Ill be famous/sell
    a lot/have money/be able to relax.

Common Statements Do any of these apply to you?
  •  Ill make it on my own. I dont need anyone's
  •  The '50s/'60s/'70s/'80s will never go away.
    No one writes good music anymore.
  •  "If I just perform regularly in major
    metropolitan city, I'll get discovered. And
    pay-to-play is a wise investment!"
  •  "I don't want to have a relationship with my
    fans. I'm a rock star."
  •  "The only thing I have recorded is several years
    old, so I don't have anything to send out."
  •  "If I toot my own horn, I'm going to come off as
    obnoxious or desperate."
  •  "I only have a demo containing three songs. It
    sounds good, but I guess I'll have to wait until
    I record a complete CD to promote my material."
  •  "If I send my CDs out to as many people as
    possible, something will hit."
  •  "I do have a unique sound, but I know what type
    of music is selling right now. If I just write a
    'hit song,' I'll launch my career."
  •  "Once anyone hears my music, they'll immediately
    want to buy my CD and tell everyone about it."

Concepts Consider These!
  • Branding
  • Diversification
  • Interactivity
  • Disintermediation
  • Level playing field
  • Flat structure
  • Global
  • Dynamic
  • Niche
  • Education
  • Collaboration 
  • Coopetition (cooperation competition)
  • Prosumerism (producer consumer)

Press Kit Whats Inside ( Outside)?
  • bio
  • photo
  • summary
  • cover letter

Press Kit Whats Inside ( Outside)?
  • product description
  • demo/product sample

Press Kit Whats Inside ( Outside)?
  • press release
  • press clippings
  • event calendar

Promotion Traditional
  • radio
  • retail
  • press
  • performance

Marketing Offline Guerilla
  • contests giveaways
  • flyers, postcards posters
  • mailing list
  • bundling licensing
  • work-for-hire commissions
  • services specialty markets

Marketing Online Guerilla
  • web site
  • online radio
  • peer-to-peer (P2P)
  • blogging
  • discussion groups
  • media email
  • newsletter
  • web rings
  • chat interviews
  • webcasts
  • fan clubs communities

Market A New Boom
Market Generations Connected with Youth
  • First Decade (ages 8-20) consumers of a youth
    culture others create
  • Second Decade (ages 20-30) creators and
    consumers of its own culture
  • Third Decade (ages 30-40) creators of a youth
    culture the rising generation consumes
  • Fourth Decade (ages 40) administrate, rather
    than directly create youth culture

Market U.S. Generations
  • Born Childhood Era Coming-of-Age Era
  • G.I. (1901-1924) World War I Great
    Depression Roaring 20s World War
  • SILENT (1925-1942) Great Depression American
    High World War II
  • BOOM (1943-1960) American High
    Consciousness Revolution
  • GEN X (1961-1982) Consciousness Culture
    Wars Revolution High-Tech Boom
  • MILLENNIAL (1982- ) Culture Wars War on
    Terror High-Tech Boom

Market Millennial Child Era (1982-present)
  • Second baby boom of wanted children
  • Hyperprotective parents compliant kids
  • Renewed parent-child closeness
  • (no generation gap)
  • Girls rule boys drool
  • Children of the largest immigrant wave
  • in history
  • A wired generation

Gen X Devil Children
1964 Children of the Damned 1967 Rosemarys
Baby 1973 The Exorcist 1974 Its Alive! 1976
Look What Happened to Rosemarys Baby 1976
The Omen 1976 Carrie 1977 Exorcist II The
Heretic 1978 It Lives Again 1978 DamienOmen
II 1978 Halloween 1979 The Brood
1981 The Omen The Final Conflict 1981 Halloween
II 1984 Children of the Corn 1988 Childs
Play Theres only one thing wrong with the Davis
baby . . .
Millennials Angel Children
  • 2001 The Princess Diaries
  • 2001 Spy Kids
  • 2001 Monsters, Inc.
  • 2001 Harry Potter
  • 2002 About a Boy
  • They changed her diapers.
    She changed their lives . . .

1982 E.T The Extra-Terrestrial 1987 Three Men
and a Baby 1989 The Little Mermaid 1989 Look
Whos Talking 1990 Look Whos Talking Too 1990
Home Alone 1990 Three Men and a Little Lady 1994
The Lion King 1994 Angels in the Outfield (NOT
The Bad News Bears!) 1997 Liar Liar 1998
Rugrats The Movie 1999 Big Daddy
Gen X vs. Millennials Media Depictions
Millennials Upbringing
  • Positive, confident self-image
  • Lower rates of crime violent behavior
  • Lower rates of drug and alcohol use
  • Dramatic drops in teen pregnancy
  • Improved academic performance
  • Strong, wired peer-peer communication
  • Team-player, service-oriented mentality

Millennials Core Traits
  • Special Golden babies have matured into
    perfect power kids
  • Sheltered Protected by parents from dangerous
    world (as opposed to latchkey Gen-X)
  • Confident Assertive, secure, not worried about
  • Structured Belief that rules have value
    (question authority is not rebellious)
  • Team-Players Peer-peer communication at a
    premium, individual defines self in terms of the
  • Pressured Used to meeting and beating
    standardized tests and living in no tolerance
  • Achievement-Oriented See their role as
    fixing society rather than rejecting or
    ignoring it
  • Close to Parents No more generation gap
    parents and kids agree!

Generations Perspectives on Music
  • Boomers see music as the driving force of revolt
    and cultural change. As in the 1960s and 1970s,
    they see musicians as social prophets and musical
    styles as energizers for movements.  
  • Xers value music as individual self-expression.
    The unique, authentic message of the
    individualist singer/songwriter artist comes
    first self-exploratory, confrontational,
    self-congratulatory or nihilist.  
  • Millennials treat music as an entertaining
    commodity. Music is entertainment, and it doesnt
    have to be authentic or carry a message to be
    fun. They are most interested in the utility of
    the music in social situations.

Trends Millennial Effects on Music
  • 1. The end of the edge
  • 2. Decline in the cult of the artist
  • 6. Pressure (not rebellion) becomes dominant
    theme of youth music
  • 7. Girl power will continue to drive music
  • 8. Music as social glue rather than a medium
    with a message
  • 9. DJs become prominent
  • 10. Parents music is ok!
  • 11. Music becomes a respectable profession
  • 12. Music is something to share
  • 13. Music is created by teams
  • 14. Peer-to-peer marketing is effective
  • 15. Xer music styles will enter childrens music

Trends More Millennial Effects
  • Licensing and bundling
  • Clips
  • Peer-to-peer promotion
  • Corporate music
  • Functional
  • New style (swing vs. jazz)

Trends What Will Arrive Next Year?
The first Boomers were 20 in 1963. (The Beatles
arrived in 64.) The first Gen Xers were 20 in
1981. (MTV arrived in 82.) The first Millennials
are 20 now. (What will arrive next