Nicholas Lovell - How To Turn Your Freeloaders Into Superfans (Darker Music Talks March '14)
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Transcript of Nicholas Lovell - How To Turn Your Freeloaders Into Superfans (Darker Music Talks March '14)
![Page 1: Nicholas Lovell - How To Turn Your Freeloaders Into Superfans (Darker Music Talks March '14)](https://reader036.fdocuments.in/reader036/viewer/2022081518/544f5686af79593b028b9046/html5/thumbnails/1.jpg)
Freeloaders, superfans and the future of
business culture
Nicholas Lovell@nicholaslovell
#DarkerMusicTalks
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How do we make money when everything is going
free?
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• “We’ve got to make people start valuing content again”
• “I deserve to be paid for my work”
You can• “You can’t make money from apps”
You can’t
You don’t
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You need to earn the right
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Free does not mean no revenues
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Flip your thinking
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Revenue opportunity
Marketing opportunity
Am
ou
nt
each
pers
on
is w
illin
g t
o p
ay
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The Curve
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The Curve – in 3 steps• Find an audience• Use technology to figure out what
they value and to talk to them again• Enable superfans
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Freeloaders
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Source of revenue
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Word of mouth
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Potential converts
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Gawkers
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Technology• Understand what your audience
values• Earn the right to talk to them again
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Superfans
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Let those who love what you do spend lots of
money on things they truly value
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Let those who love what you do spend lots of
money on things they truly value
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Let those who love what you do spend lots of
money on things they truly value
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Let those who love what you do spend lots of
money on things they truly value
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Target: $400,000
Average pledge:$38.28
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An unsurprising distribution
47,946
24,636
1,090
11,530
900 148 100 10 40
10,000
20,000
30,000
40,000
50,000
60,000
$15 $30 $60 $100 $250 $500 $1,000 $5,000 $10,000
Number of pledges
Number of pledges
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A very surprising distribution
719,190 739,080
65,400
1,153,000
225,000 74,000
100,000 50,000
40,000 $0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$15 $30 $60 $100 $250 $500 $1,000 $5,000 $10,000
Double Fine Project revenue
Double Fine Project revenue
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A very surprising distribution
• Total raised: $3,336,371Pledges Money
>=$250 1.3% 15.4%
>=$1,000 0.1% 6.0%
>=$100 14.7% 51.9%
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The Curve for music
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What are you going to give away for free?
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How are you going to earn the right to talk to them
again?
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What are you going to sell for 10x, 100x, 1,000x the previous “average” price?
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Love your superfans
Love everyone inbetween
Love your freeloaders
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Thank you
@nicholaslovell
www.nicholaslovell.com