YOUR MUSIC, YOUR BRAND: BUILDING YOUR

EMPIRE IN A DIGITAL ERA

PRESENTED BY: TENILLE CLARKE

PUBLIC RELATIONS, MEDIA & ENTERTAINMENT CONSULTANT

MUSICTT: MUSIC IP VALUATION WORKSHOP

TRINIDAD AND TOBAGO CHAMBER OF INDUSTRY & COMMERCE

FRIDAY 4TH MARCH 2016

INTRODUCE YOURSELF!

NURSERY RHYME TIME!

STARTING FROM SCRATCH: THE WAY AHEAD!IF YOU HAD TO CHOOSE…?• What is the one (1)

important thing you anxiously want to learn about in this session, or that you think you would like to learn?

• Give me two (2) words to describe how you feel about the industry?

ROLE OF A PR EXPERT TO AN ARTISTE:• Develop media and brand strategy to connect with fans and supporters• Organize traditional media schedule/releases/appearances• Hold regular media training sessions with the artiste• Guide rules of engagement for endorsement/sponsorship deals• Advise on merchandising initiatives• Get a general understanding of the artiste• Current brand value• Target market• Goals/Aspirations

WHAT IS YOUR DEFINITION OF “BRAND”?

THE PR EYE: WHAT I LOOK FOR IN AN ARTISTE

• AESTHETICS – dress, style, wardrobe• CONVERSATIONALISM – comfort in speaking• INFLUENCIAL VOICE - fandom, following, frequency• TALENT – natural ability & application to craft

MUSIC TO MY EARS: BRAND VALUATION

MUSIC TO MY EARS: BRAND VALUATION• Sit down and consider: • Who is my target audience?

Who do I want to reach out to? Whose am I trying to attract the attention of?

• Whose life would I like to positively impact/influence?• Define group(s) by traits, such as:• Gender• Age• Social interests (education, sports, spirituality, community

service, online habits, etc.)

LET’S GET SOCIAL!

WHAT IS SOCIAL MEDIA?• One detailed definition: Kaplan Andreas M., Haenlein Michael,

(2010): "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content.

• Social Media introduce substantial and pervasive changes to communication between organizations, communities, and individuals.

• AKA: A fancy way of putting down a sweet MACCO in everybody’s business online!

I’M JUST HERE TO ENTERTAIN! WHY SHOULD I CARE?• Social Media is now one of the fastest growing media outlets • In Trinidad alone there is more than 100% penetration of Social Media

per Capita of persons who have the internet (over 500k persons)• Usurping Traditional Media Outlets• The Ability to profile consumers, cultivate new consumers,

immediately effect and change information instantly• The Ability to gain insights into your clients• Networking• It’s Cheap, if not Free

SOCIAL MEDIA: KEY WORDS• Web• User-Generated Content• Communication• Platform• Sharing• Exchange• Connection

FACE REALITY: FACEBOOK IS THE NOW!

FACEBOOK INSIGHT: • “The wisdom of crowds” applies not just to Google but to a

phase of the web, which was about information and about links. It was a lot of wonderful things, mostly based on anonymity and links between crowds... Ours (Facebook) just starts from a totally different place. So it's an evolution.”

- Sheryl Sandberg, COO, Facebook.

THE SEVEN FACEBOOK SINS• Sin #1: Facebook Privacy – are you secure?• Sin #2: Fear of Missing Out (FOMO)• Sin #3: Facebook One-Upsmanship• Sin #4: Too Much Information (TMI) • Sin #5: Oversharing Status Updates• Sin #6: Facebook regret• Sin #7: Actual and dangerous neglect

A LITTLE BIRDIE WITH A BIG CHIRP: TWITTER!

CRUNCHING TWITTER NUMBERS:

SOCIAL MEDIA: TIPS AND TRICKS• Secure your privacy. • Limit your oversharing. • Stay positive• Keep your audience in mind• To sum up, the rules of Facebook aren't that different from the

rules of everyday interactions with your friends and family. If you use Facebook wisely, you'll find it can enhance the quality of your online and real-life interactions with your friends, loved ones and peers.

THE CORPORATE EYE: BRANDS, ARTISTES AND ENDORSEMENTS

THE CORPORATE EYE: BRANDS, ARTISTES AND ENDORSEMENTS• Corporate entities are always seeking to MINIMIZE RISKS.• Accept WHY you should have a Public Relations Consultant handy! That

person will help you to:• Understand of WHO you want to reach • Figure out WHERE these people Interact• HOW the platforms they use work• Discuss WHAT are your rights and responsibilities on these platforms• Content Creation Etiquette • Develop your online brand

PUBLIC RELATIONS: AVOID CRISIS MODES • What are the rights you retain when you post content, such as photos and images?• How do you ascertain what is appropriate to share in traditional/digital circles?• How do I measure appropriateness when I am not only representing my (public)

profession, but also responsible for a brand that collaborates with other influential brands?• How do I operate if my content rights are not proprietary to me?• Know Thy FAN:• Always be mindful of who you are speaking to and how they will receive your posts.

(REPEAT!)• Your fan may not always be right • Grammar and Spelling should always be highly professional• Use the KISS Approach – Keep It Simple but SMART.

ASSEMBLE YOUR TEAM: IT PAYS OFF!

ARTISTES SHOULD LISTEN, AND BE HEARD.• You’re present.• You're empathetic.• You realize your shortcomings.• You have an open mind.• You develop emotional intelligence.• You're not (always) on the defensive.• You're okay with being uncomfortable.• You're a good leader.

BACK TO BASICS: A TRIP DOWN MEMORY LANE!

WHAT IS…?• The most important thing

you’d go back to tell your Police Youth Group Members about Public Relations that you only learned today

• One word to describe how you felt about social media before this class, and one word to describe how you feel now.

THANK YOU!