DEAD KITTIE PRODUCTIONSDEMONSTRATION THROUGH

ACTION:

Jeff Bailey, CEO and founder

Tad Lathrop

“Music can…reach across language and culture barriers—more so today than ever, given current communication technology.”

Giving Away Music for FREE!

Easy and cheap (or free) marketing. Giving away your music digitally can

increase sales in other aspects (such as merchandise, live show attendance, etc.)

Many “Big Label” bands have used this concept and it has worked.

Just to name a few: Nine Inch Nails, Radiohead, Coldplay, The Charlatans (UK), Jane Siberry (Canada)

Free Music?

Just because you set it free digitally, does not mean you make no money on your music.

Marketing + Promotion = Profit You make money through marketing

it: Live Shows Merchandise CD Sales Ticket Sales Donations

How does this help me?

An example: You could try and sell CDs locally, and

you could make some money. If you set it free on the internet, you will

gain a bigger audience. Bigger Audience = Bigger Slice of the pie. AKA bigger market share Bigger market share = Bigger profits Not necessarily through CD sales, but

through the other avenues I’ve outlined.

Global Appeal:

You could hand out flyers… You could hand out CD’s OR You could use the internet and

spread your music around the world.

Free Digitally vs. Online Sales

You can give your customers a choice

FREE AND/OR

You can sell it through online retailers

Free on the internet:

Customers (fans) can customize the way they want their music.

This adds value, because there are no restrictions.

Instead of treating customers like criminals, give them a choice. People are more likely to buy a CD if

they hear it first and like it. Music is an emotional response and

YOUR music invokes it.

Tad Lathrop

Breaking The Rule: “For new artists and startups, free

distribution, at least in the beginning, may be a good way to build an audience whom you can sell to later.”

EASY AND FREE WAY TO PROSPECT.

Free Digitally vs. Online Sales

Some retailers you can use… Amazon.com iTunes.com Cdbaby.com Mp3.com Shoutcast.com (streaming internet

radio) Rivals Clear Channel with over 22 million

broadcast hours…every month! That is 4 times as much as normal radio!

Amazon.com

Itunes.com

Shoutcast.com

Free Digitally vs. Online Sales

Live365.com Cornerband.com Garageband.com Musiccity.com (Morpheus)

Free Digitally vs. Online Sales

Most people are willing to pay for music online.

BUT Only on their terms, without DRM

restrictions and compatibility with their MP3 players.

“Word of Mouth” Campaign

If someone likes your music, more than likely they will share it with others.

Some sites that do this but in a much bigger way. Last.fm Pandora Mufin iTunes GeniusMainstream music becomes monotonous,

whereas with the advent of the internet, choice is just a click away.

Last.fm

Pandora.com

Mufin.com

Live Performance as promotion

News Coverage One on One with your fans Can sell merchandise Offer special deals, such as

autographs with CDs, can add a surcharge for that. They are already there, they came for you so make the best of it.

If you so desire…

I will help you book performances I have contacts and know people that

will get you in. I will work for you, to make sure I get

your name out there.

Leaving The Old Business Model Behind

The “big 4” record labels are owned by media conglomerates, not just simply about the music.

You can do anything a record label can do without all the strings attached. Recording Marketing Sales Public Relations Legal Licensing ETC.

KEEP THESE IN MIND:

Music is no longer a product, but rather “content.”

Content distributed through the internet costs whatever you pay for internet service. THAT’S IT!You control where and when your music

travels.In other words,The power is in your hands, the artist.

Paying a label vs. keeping the money you

make After creating the music, you can earn on your investment yourself. With a big label, you have to pay them back first

With a big label, they own your music through copyright. Thus you have no say in how or what your

music does.Using a major label, you will earn about 10-

15% of whatever is made (after expenses) IF THAT.

Using D.K.P. you make 90%.

The “Big 4” Are Dying

They are dying because they fight, rather than embrace new technologies that make distribution and marketing so much better.

The power is in your hands. You have the control

Where you want your music What kind of license Recording Music

A Source often overlooked:

COLLEGE RADIO What better place to get your

music on. College radio station managers

are always looking for programmingESPECIALLY free programmingThis is great for marketing your band

P2P and File Sharing Networks

The biggest misconception is that they are ILLEGAL, when actually they are very legal.

They are a great source for marketing and promotion.

There are literally thousands upon thousands of these networks, and there is no sign of them slowing down anytime soon.

These networks are the backbone to Dead Kittie Productions core ideal…

SET YOUR MUSIC FREE

P2P and File Sharing Networks

Some major networks Thepiratebay.org Mininova.org Btjunkie.com Isohunt.com

An interesting fact:In a recently published survey

(torrentfreak.com), ONE in THREE broadband internet subscribers

are “pirates.”

Tad Lathrop

“On the internet, you can do it on the cheap, using your own Web site, linking to distribution websites, and using e-mail to inform people. The effort takes time, and time’s money, but any cash-strapped outfit should be happy to make the investment.”

The Web As A Marketplace

You can sell anything (almost) online This means not only are you reaching your

global audience with just your music, but you can offer things for them to buy as well!

Since the government has no federal tax on the world, you are selling things TAX FREE.

Consider this… In your position, could you sell more to your

local community or would you sell more through the internet to the WORLD.

Merchandise

You can produce t-shirts, posters, key chains, refrigerator magnets, etc.

These can all be done at a relatively cheap cost.

Can be done through the internet as well.

Purevolume.com

“…is a website for the discovery and promotion of new and emerging artists.”

That means that your music plays alongside of well-established groups!

You can even set your songs for FREE download

Each artist gets their own profile. The site keeps track of most played songs,

most downloaded, etc. and puts them into a chart called, “Top 10” and also, “Top 100”

Purevolume.com

Creating Your Own Band Website

If you had a choice, would you search everywhere for information, or would you go to a place where you KNOW it would be?

Having your own website creates a central hub where your fans can go to learn more about you, tour dates, new albums, sales, merchandise, forums, FAQS, etc.

Having your own website is just one step in the many to making your music prevalent.

A FREE Example:

How does this help me?

Hold’s visitors attention Easy way to close a sale Builds one on one relationships with

fans Builds your brand

“Your band is an independent business.”-Matt Young

(Amber Pacific)They will keep coming back for more,

leaving you many opportunities to sell to them.

Removing Scarcity

“…by giving your music away for free…you open up tremendous new opportunities.” Former EMI Boss: “Fight against illicit P2P

is useless. This isn’t a new concept, it’s just new

pertaining to the internet. You can increase your market-size

tremendously. If you don’t, someone else will. It is one part of an entire model, not

everything is free, just the digital copy of your music.

Removing Scarcity

It costs you nothing to spread it, and others can spread it for you as well.

Your content can then become infinite. Putting it into perspective

20% of a huge pie is much better than 90% of a small pie.

By opening up your market, you can more easily adapt to changing needs.

In essence, charge for the physical commodities, but set the digital free. That is the way we are heading towards.

Music Licensing

It’s about free promotion! Creative Commons

Free for personal use, charges for commercial use.

Was created to be a better alternative to the dominant and restrictive permission culture

A.K.A copyright holders today (ALL RIGHTS RESERVED)

As of January 13, 2009, content from Al Jazeera was released under a creative commons license.

Types of Creative Commons Licenses:

Non-Commercial: Requires that the work not be used for commercial

purposes. No Derivatives:

Requires that the content not be modified whatsoever.

Share-Alike: Requires that any new works with the original a

part of it be licensed under the same license. i.e. combine two CC licenses.

Attribution: Requires the user to credit the original author.

Freeing The Music…Man

Holding a normal copyright hinders innovation. Turns your best customers into criminals. Can cost an exorbitant amount of money in legal

fees. You can’t fight the winds of change, or you will

be blown away. Free content can boost sales Limiting choices, creating a monopoly… that

hinders innovation. “There’s a lot of crying and screaming at

any moment of significant technical change.”

An Overview on how to make it big:

Give away samples of your music Set up a website devoted to your

music Turn your website into a press-kit Display CDs on mass-market

internet retail sites Amazon.com iTunes.com

An Overview on how to make it big:

Sell merchandise at shows

Meet with your audience whenever you get the chance

Book many performances

Appeal to fans of musicians you sound like

Are you ready to set your

music free?