MidemNet :: Saturday 17 th January 2009
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Transcript of MidemNet :: Saturday 17 th January 2009
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MidemNet :: Saturday 17th January 2009
Voice of the fans........
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Clients
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Survey Overview........
• Major label fan database
• France, UK, US
• Over 1300 music fans
• Conducted October/November 2008
• Artists & Fans, Filesharing and Business Models
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Artists and Fans........
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Keeping Informed
Importance of direct communication Don’t forget Google Adwords
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Artist Merchandise
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Interest in artist based subscription models
Opportunity for labels and managers to develop more artist-specific subscription services
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What fans want from an artist subscription model
5%
11%
12%
14%
16%
17%
19%
21%
26%
27%
38%
42%
50%
0% 10% 20% 30% 40% 50% 60%
None of the above
Backstage access to virtual gigs
Podcasts from band members
Videos from each band member
Access artists’s creative output
Show/ticket Text Alerts
‘Members only’ internet gigs
Concert 'Queue Jumper' feature
‘Private gigs’ with other fans
Artist & fan ‘weekend get-aways’
Priority access to tour tickets
Half price concert tickets each tour
Exclusive unreleased MP3’s
Fans value practical, tangible benefits most highly
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Death of the album greatly exaggerated?
Fans claim they like albums as they are
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Filesharing / Sharing........
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Are you worried about being caught for file-sharing?
France bucks the trend on filesharing fears
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If you received a letter from your ISP warning you about file-sharing would you stop?
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If you were threatened with your broadband/ ISP being shut off would you stop file-sharing?
Threat of disconnection not much more effective than warning letters
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If you received a letter from your ISP warning you about file-sharing would you stop?
If you were threatened with your broadband/ ISP being shut off would you stop file-sharing?
Base: File-sharers (19% of total sample)
Disconnection threat has more effect when just looking at filesharers
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Business Models........
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Digital Behaviour
Trend towards access based services rather than ownership
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Which of the following would you prefer to get your music provided by?
ISPs are number one choice as digital music provider
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Preferred ‘unlimited music download service’
1. Phone/PC based service from mobile network
2. Phone/PC based service from mobile handset manufacturer eg Nokia Comes With Music
3. Annual up-front PC based subscription eg Datz music lounge
4. Free from ISP/mobile network but tied to that provider eg TDC Denmark
5. Rental-based subscription eg MusicStation, Napster
Once again the ISP based model is the most popular
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Key Findings – Artists & Fans........
• Artist website and direct communication from the artist most important
• Continued relevance of MySpace
• Importance of Google (including Youtube)
• Interest in artist subscription models – practical benefits
• Opportunity to convert more fans to regular merchandise purchases
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Key Findings – Filesharing........
• Evidence that warnings would have a significant impact on behaviour (only 9% of survey would ignore a warning, with France the most defiant at 14%)
• The difference between a simple warning and threat of broadband cut-off most obvious when we look at filesharers only (41% would stop for warning, 63% for cut-off threat)
• Younger respondents are the most worried, message getting through?
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Key Findings – Business Models........
• Trend towards access rather than ownership, can this be monetised?
• When looking for providers of music services, ISP and cable/satellite most popular, yet least developed services to date
• Business models – TDC/Datz type approaches most favoured (ISP again!)
- Hardware-bundled (eg Comes with Music) type approach least popular currently, a marketing challenge?