My Label is a social music discovery game where users create a record label, add songs of news talents to compete for success and engage with artists Players use points to add songs and talents to their labels, which are gained in return according to the song’s audience. The prize “Hit of the Month” is given every month for one of the 10 most popular songs among game players, decided by the jury. The winner artist gets an audio and video production in a real studio and digital distribution. The project was created by Intentio, which partnered with FOX– MySpace Latin America to seek sponsorship and embed the MySpace music player.

1. My Label
Social Game for Music
Create a record label, promote songs of new talents
and compete for success

2. • My Label is a social game for music talent promotion.
• Game players can create a record label and add songs of artists to compete for
success in a virtual music industry.
• Player can promote his label to friends, adding new artists and songs to get points
and badges to the label and, of course, the artists.
• The prize “Hit of the Month” is given every month for one of the 10 most popular
songs among game players, decided by the jury.
• The winner artist gets an audio and video production in a real studio, digital
distribution.
What is My Label

3. User creates
label and invests
in songs
• Buy points
• Promote to friends
Music value
increases with its
audience
• Audience (points for
plays)
• Labels (points for adds)
Artist adds
songs to game
• MySpace profile
• Moderator approval
• Promote to users
Ranking of labels,
songs and artists
based on points
• Top 10 get promotion
• Hit of the month prize
to 1 chosen artist by jury
How it Works

4. User Label

5. Players
Discover new songs / bands / artists
Reward / recognition for influence
Self-expression through music
Relationship with artists
See / receive music from friends
Artists
Visibility
Reward / recognition for audience
Relationship with fans
Community feedback
Audio / video recording
Benefits for User

6. • Traffic (myspace.com/mylabel)
• Media revenue (community sale)
• Promotion on other networks:
– Profile updates on Facebook / Orkut / Twitter (news feed)
– Application on Facebook / Orkut
• Captation of artists
• Spontaneous media (PR)
• Differential in the music competence
Benefits for MySpace

7. Expected Audience (6 months)
5 K artists
10 K songs
100 K labels
1,5 M unique visitors
Brand /
sponsorship on
player Labels
(MySpace, Orkut,
Facebook, Twitter)
Merchandising
on Hit of the
month videos
Awards for
Labels / Hits
Use of Hit /
artists image
Target Audience (unique visitors Brazil)
MySpace: 2,8 M
Facebook: 8 M
Orkut: 26,9 M
Twitter: 8,8 M
Ibope Nielsen Online – Feb. 2010
Viral promotion
and user
influence
Spontaneous
media (PR)
Benefits for Sponsors

8. TV
(6months)
+1000 promos and clips
insertions on FOX and FX
channels
Online
(6 months)
Social Media .FOX: 24.8MM imp.
FOX network: 4.8MM imp.
MySpace: 32MM imp.
Promotion

9. MyLabel Home
User app
URL label / music
Profile add
URL label / music
API (updates)
Embed label
URL label / music
Contacts import
RSS label / music
URL label / music
User app
Updates / Fan page
URL label / music
User app
Updates
URL label / music
Viral Promotion

10. Period: 6 months (+1 month teaser)
30 d 30 d 30 d 30 d 30 d
PR + Seeding + Viral
Artists / Songs registering
30 d
Game activation (Labels registering)
MySpace (media / community / editorial)
Teaser (call to action)
MySpace (mailing)
PR (release)
30 d
Hit of the month
(video)
Hit of the month
(video)
Hit of the month
(video)
Hit of the month
(video)
Hit of the month
(video)
Hit of the month
(video)
Schedule

11. MySpace
•Allow artist to add songs from his MySpace profile to social game My Label
My Label (Intentio)
•Game Development / Management
•Moderation / Song approval (Musicologist support)
•Clip and music “Hit of the month” recording / logistics
Fox
•Media Promotion Plan (MySpace + .FOX + FOX TV channels)
•Sponsorship Sales
Responsabilities

12. Brazilian startup that creates social media business concepts and marketing
strategies, through social network applications, founded in 2009 with seed
capital from Ideiasnet.com.
Intentio has established a joint-venture with LabOne.net, technology
developer of Terra TV (Orkut app), Sonora (iPhone & Orkut apps).
Social Game Developer