Alex Esser - Music PR & Branding 2013
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Alex Esser
Music Branding som PR
• Search Behaviour• Social
• Local
• Consumption• Subscription / Streaming
• Music Branding
WHY? - TRENDS WE SEE
2000 - 2010 Record Sales in Sweden -36% (globally -50%)
Veronica Maggio 2012: + 5,2 MkrRevenues from Streaming Music Services + 93% 2012 Swedish Records Labels 2012: + 32%
•In Sweden, over 86% of 16 - 25 years use Spotify.
•Spotify: 15,000,000 active users in 21 countries.Deezer: 3,000,000 active users in 181 countries.Pandora Radio: 150,000,000 users Soundcloud: 20,000,000 content creators
STREAMING
“Brands are the New Labels” - Mark Marot, Island Records
•Coca-Cola (about to) invest $10M in Spotify
•Toyota owns a top 10 music blog
•Sony Branding, EMI Branding, Universal Branding, Warner Branding
•Music Branding, not advertisement Adidas, Starbucks, Metro, Heineken, Red Bull, Ralph Lauren, G-star, Dressman, Stadium
MUSIC BRANDING
Discover Great Music Wherever You Are
Application (inside Spotify desktop)
• Wired UK
• Evolver.fm
• Music week
• etc
Released August 2012 and featured on the same week in:
Musikhjälpen 2012
Third Party Apps - City guides
Sammanfattning:
• Music in 2013 is Social
• Music is more fun than ADs
• Brands are the new Labels.