College Music Society National Conference presentation poster detailing "How-To Reach Global Audiences With Your Music". Includes case studies of successful marketing campaigns and tools to use for streaming and outreach.

1. H
HOW-TO REACH GLOBAL AUDIENCES WITH YOUR MUSIC
Dr. David Mitchell and Jennifer Jones-Mitchell
Professor & Director of Education, Atlanta Institute of Music and Media | President, Brandware Public Relations
HOW MILLENNIALS FIND MUSIC
47%
streaming
websites
27% digital
downloads
12%
internet radio
14% YouTube
Source: Nielsen, Millennial Digital Media Study 4/12/16
TOOLS TO USE
SUCCESS STORIES
STREAMING ROYALTIES
• Customizable microsite
• Free players & downloads
• Free sales & donate options
• 15% of sales to bandcamp
• 10% of sales after $5,000
• Customizable microsite
• Free players & downloads
• Paid sales & donate options
• Free news alerts and CMS
• Monthly fee $20
• Live performance site
• Tag to be discoverable
• Social media community
• Bitcoin revenue model
• Live performance app
• Tag to be discoverable
• Social media community
• No revenue generation
• Live performance site
• Tag to be discoverable
• Social media community
• No revenue generation
• Recorded performance
• Tag to be discoverable
• Social media community
• Revenue via ad click-through
$5.64 per 1,000 streams
*varies by country
$4.89 per 1,000 streams
$45 (US) per 1,000 streams
• $10-$20 / mo subscription
$1.00 per 1,000 views
* based on ad click-through
MUSIC LICENSING
PRESENTER INFORMATION:
Dr. David Mitchell is a music composer, professor, blogger and director of education at the Atlanta Institute of Music and Media. www.davidmitchellDMA.com
Jennifer Jones-Mitchell is an expert in digital marketing and public relations; she is the president of Brandware PR, a mid-sized agency with offices in Atlanta and
Los Angeles. www.brandwarepr.com
BRANDWARE
PUBLIC RELATIONS
Sites preferred by advertising and PR agencies; average licensing fee of 45%
BRAND LABELS
$1.76 per 1,000 stream $7.30 per 1,000 streams
DOWNLOAD ROYALTIES
$6.00
per
album
$4.40
per
album
70₵
per
song
40₵
per
song
EMMA McGANN
Without a record deal, McGann leveraged the live
performance site, YouNow to grow an online following of
nearly 1 million fans.
She reached number 17 on the UK charts, just behind Ed
Sheeran. She earns £2,000 a month from her bedroom
Flat fee of 21% of
their cost to
acquire customer• Photo/video sharing app
• Tag to be discoverable
• Social media community
• No revenue generation
• Community app
• Tag to be discoverable
• Social media community
• No revenue generation
TIPS FOR MUSIC PROMOTION AND LAUNCH
INTRIGUE
Pull back the curtain, invite fans into your
process, tease new releases & content
ENGAGE
Host fan shows, give exclusive merch,
crowdfund to make fans feel a part of it
SOCIAL SHARING
Share on relevant social media sites;
promote posts and influencer engagement
LINDSEY STIRLING
A dub step violinist who made $6 million on YouTube
without a record label. Her Wild Wild West and
Game of Thrones-inspired videos have built a huge
online following.
Earnings through ad revenue, direct music sales,
sponsorships and live performances.
PETER FLETCHER
Raised $3,000 to fund his Christmas album.
He offers incentives to top contributors
including free CDs and exclusive content.
He also uses gofundme to raise funds for
tours and equipment.
JOSH MARTIN AND LITTLE TYBEE
Josh Martin uses Instagram to promote his band Little
Tybee, and connect with fans and plan their tour. Fans
volunteer to house the group as they travel the US.
They use Instagram communities such as #Riffwars with
over 120,000 followers to drive YouTube views leading to
over 100,000 views on a number of their videos.
Digital music sales
make up
of industry revenue
45%
Streaming
revenue
is up over
last year
39%
Ifpi.org global music report, April 2016Ifpi.org global music report, April 2016