Presentation about the German Music Market for PROMUS.dk. Presented to about 35 artists and music business executives in Aarhus, Denmark on 22nd February 2012.

1. German Music Market
S

2. The Basics
S

3. Germany in numbers
S 5th larges economy
S 82 million people
S Average age of 45
S Berlin largest city with 3.4 m
S 10 % non-German
Source: CIA Factbook

4. Communication
S 45.6 million telephone landlines
S More or less each household
S 65 million Internet users
S 105 million mobile phones
Source: CIA Factbook Source: WENN.com

5. Bronze medal
Turnover Music Sales % (2010)
USA
Japan
Germany
UK
0 5 10 15 20 25 30 35

6. Half are foreign tunes
Share in sales (2010)
National
International
Soundtracks
Source: media control, excluding compilations

7. Shops still ahead
Share in Sales (2010)
6.8
12.4
Shops
22.5 Online (physical)
58.3
Online (digital)
Mailorder
Source: GfK Panel Services

8. Big stores sell
Share in sales %
17.9 Electronics Market
5.3 27.6
Internet
7.3 Download/Mobile
7.9 Grocery Store
22.5 Drug Store
11.5
Mail Order
Other
Source: GfK Panel Services

9. Decline slowing

10. Digital album sales increasing

11. Top 5 Music Cities
S

12. Berlin
S 3.4m people
S Club Commission
http://www.clubcommission.de/
S Berlin Music Commission
http://www.berlin-music-commission.de/

13. Hamburg
S 1,8m people
S Clubkombinat
http://www.clubkombinat.de/
S RockCity e.V.
http://www.rockcity.de

14. Cologne
S 1m people (Ruhrgebiet: 5.2m people)
S KlubKomm e.V.
http://www.klubkomm.de/

15. Munich
S 1.4m people
S Booking Association Munich
http://www.verband-der-muenchner-kulturveranstalter.de/
S Tonkünstlerverband München e.V.
http://www.tonkuenstler-muenchen.de

16. Frankfurt
S 0,68m people
S VirusMusik e.V
http://www.virusmusik.de/ev/

17. Associations
S

18. BVMI
S Represents ca 90 % of the German music business
S Members: (Major) labels, distributors
S Tasks:
S Lobbying. Musical education, ECHO Awards
S Market research
S Initiatives against illegal sharing of music
S Legal advice
http://www.musikindustrie.de

19. VUT
S Represents 1.200 independent music businesses
(=25% of music sales in Germany)
S Members: Indie labels, distributors, shops, publishers
S Tasks:
S Special conditions for GEMA, etc.
S Lobbying the needs of the Indie companies
S Export help
S Legal advice
S Indie-Charts
http://www.vut-online.de

20. Managers Association
S National representation of music managers
S Members agree to fairness & reliability standard
S Standardised contracts
http://www.imuc.de

21. Bookers association
S VDKD – more ‚serious‘ music
http://www.vdkd.de
S Hamburg booking agencies
http://www.rockcity.de/rc/links/booking-agenturen/
S Berlin booking agencies
http://www.musiker-portal-berlin.de/files/agent.php
S List of agencies
http://www.alexander-wendt.de/konzertagenturen.htm

22. Copyright
GEMA GVL
S Pays composers of the tune S Pays owners of the recording
S Charges: S Charges whoever plays a
S Venues: live music recording:
S Labels: CDs, LPs, etc. S Radio & TV
S Stations: Broadcast S Clubs, pubs, hotels
S Club, Mall, etc.: public S Cable companies
playing / performance S Manufacturers of blanc
CDs, harddisks, DVDs, etc.

23. Financial Support
Labelförderung
Initiative Musik Hamburg
S Artist support (10-30k Euro) S Marketing (3 – 10k Euro)
S Recording
S Promo
S Manufacturing
S Marketing / Promo S Advertising
S Concerts
S Production (3 – 10k Euro)
S Competitions
S Recording
S Structural support (100k Euro)
S Production
S Presentation abroad
S Communication / Online
http://www.initiative-musik.de/ http://www.hamburg.de/labelfoerderung

24. Broadcast
S

25. Radio
S 10 regional stations
S (ARD group)
S 2 national stations
S Deutsche Welle
S Deutschlandradio
Reach of public stations: http://www.miz.org/intern/uploads/statistik56.pdf
List of radio stations: http://en.wikipedia.org/wiki/List_of_radio_stations_in_Germany
Image source: http://articles.businessinsider.com/2010-10-23/tech/29963710_1_radio-stations-smart-phones-broadcasters

26. Public Broadcast
Source: http://de.wikipedia.org/wiki/Öffentlich-rechtlicher_Rundfunk

27. Top Radio Channels
Reach in Mio.
radio NRW
Bayern 1
Radio-Kombi BW
1LIVE
SWR3
WDR 2
Bayern 3
BAYERN-FUNKPAKET
ANTENNE BAYERN
WDR 4
NDR 2
radio ffn
Hit Radio FFH
SWR4 BW
radio SAW
SWR1 BW
Hit-Radio Antenne
hr3
MDR 1 Radio Sachsen
hr4
Hit Radio Antenne 1
0 0.5 1 1.5 2
Source: ag.ma Arbeitsgemeinschaft Media-Analyse e.V., 2011

28. TV
Source: http://www.vprt.de/thema/marktentwicklung/medienmessung/tv-messung/arbeitsgemeinschaft-fernsehforschung-agf/content/pri?c=0

29. Top TV Channels
Share of viewing %
14
12
10
8
6
4
2
0

30. Top TV Shows
Rank Name
1 Wetten, dass... ?
2 Tatort
3 Bauer sucht Frau
4 Das Supertalent
5 Ich bin ein Star – Holt mich hier raus!
6 Um Himmels Willen (Nuns)
7 Wer wird Millionär?
8 Deutschland sucht den Superstar
9 In aller Freundschaft (ER)
10 Familie Dr. Kleist (Doctor)
http://www.handelsblatt.com/panorama/lifestyle/beliebteste-fernsehsendungen-was-die-deutschen-vor-die-mattscheibe-lockt/4282370.h

31. Online Video
Source: http://www.vprt.de/thema/marktentwicklung/marktdaten/studien/content/nutzung-von-tv-inhalten-über-das-internet?c=0

32. Top Music Websites 2008
Rank Website Rank Website
1 Myspace.com 11 Motor.de
2 Last.fm 12 Simfy.de
3 MTV.de 13 Mzee.com
4 Laut.de 14 Rap.de
5 Viva.tv 15 Phonostar.de
6 Antenne.de 16 Tonspion.de
7 Songtexte.com 17 Mikestar.de
8 Jamendo.com 18 Myownmusic.de
9 Pop24.de 19 TalentRun.de
10 Intro.de 20 Setlist.fm
http://www.internetszene.com/2008/11/18/top20-musik-websites-in-deutschland/

33. Specifics
S

34. YouTube vs. GEMA

35. Streaming
X
X
X X
X

36. TV = Label
S Pro7 – Starwatch
S Starwatch Music (mit Warner)
S WE LOVE MUSIC (mit Universal)
S Columbia SevenOne Music (mit Sony)
S EMI 7 Music (mit EMI)RoxetteRoxette
S RTL
S Coop with big 4 labels and indies for video

37. Future Trends
S Tools
S Apps (Shazam / Composing / Radio)
S Tumblr / Pinterest / Posterous
S Restorm / Songkick
S Playlists (Simfy, Spotify, YouTube, Mixcloud)
S Sponsorships
S RedBull, Coca Cola. Telekom, Bitburger, Jägermeister, O2,
Beck‘s
S Coops
S Jägermeister & Deichkind https://www.facebook.com/jaegermeisterschubrakete

38. DIY = Wedding Prep
S Networking
S Approach similar bands in Germany
S Find music forums / Groups / Blogs
S Comment on FB, SC, etc.
S Become visible
S A pretty bride (for labels / bookers)
S Be active
S Build fanbase
S Get press coverage
S Play play play
S Be unique

39. Culture Club
S Business culture?
S Music history?
S Pride influenced by allies (UK, FR, USA, RU)?

40. We love Nordic!
S ABBA
S 27 songs the charts platzieren // 21 in the top 10
S 9 No 1s ... Six of which in A ROW!
S Roxette
S All 7 albums in the top 10 // 6 in the top 5 // Three at No 1
S Sunrise Avenue, Mando Diao, A-ha, Europe, Neneh
Cherry, Røyksopp, The Rasmus, Lars Ulrich (Metallica),
Björk, Sugar Cubes,

41. Thank you
Andreas Gutjahr
Resonanz PR
ag@resonanz-pr.com
www.resonanz-pr.com

42. Link Frenzy
S Festivals: http://www.festivalhopper.de/festivals/bundesland/
S Associations: http://www.comeunited.com/magazin/gut-zu-wissen/verbaende/musik/
S Search for „Landesmusikrat“ for each Bundesland
S Kultur-Portal Frankfurt: http://www.kultur-frankfurt.de/portal/de/Musik/Start/0/0/0/0/5.aspx