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Connect or Die.
             Digital & social technology are reshaping the music business.
             Here’s your guide ...
SOUND CHECK.
It’s no understatement that digital and social            For this reason, we’ve created Connect or Die, one
...
Sound Check
Welcome to Music 2.0
Bands Getting it Right
Infiltration How-Tos
Encore
Credits




                         3
“
 They say the music business
 is in trouble. No!
 The business of selling CDs
 is in trouble. This is a religion.”
 Mich...
THIS IS NOT THE ‘RECORD’ BUSINESS.
  Once upon a time, the music business was simple:       the confines of the old record ...
ALIVE AND WELL…
In 2007, after 25 years at Warner Brothers Records,
which had released all of her albums up till then,
Mad...
“
         In a statement issued at the time
         of her deal with Live Nation,
         Madonna said:


The paradigm ...
PHOTO: GETTY IMAGES




             RIGHT NOW, YOUR FANS ARE...                                           


            ...
PHOTO: PEDESTRIANREX ON FLICKR
                                                                          SOURCE: ROYAL.PIN...
According to new research in the

THIS                                       Razorfish FEED report, Americans
             ...
THIS IS MUSIC 2.0.
In the U.S., 62% of us are listening to music      This year, for the first time
online through services...
70% 
                         OF 16-19 YEAR OLDS
             WOULD RATHER GO A WEEK WITHOUT SEX
                     THAN...
“
In the past, people
would tour to promote
their albums; today they
put out albums to
promote their tours.

The pendulum
...
Sound Check
Welcome to Music 2.0
Bands Getting it Right
Infiltration How-Tos
Encore
Credits




                         14
RADIOHEAD FINDS A $10,000,000 POT OF GOLD.
In 2007, Radiohead blazed new trails with the        2003’s Hail to the Thief, ...
NINE INCH NAILS TURNS A FREE ALBUM
INTO $2,350,000 IN REVENUE.

In 2008, Nine Inch Nails released Ghosts I-IV
in a number ...
JIMMY EAT WORLD GETS 20% OF RECORD SALES
STRAIGHT FROM TWITTER.
That’s right, Twitter, the micro-blogging service that ena...
AMANDA PALMER
GIVES HER FANS
CONTROL OF MERCH.
Launched in 2008, Amanda Palmer’s groundbreaking
merchandising concept allo...
SOCIAL MEDIA HELPS EMINEM BREAK RECORDS.

Never one to shy away from controversy,
Eminem turned a 5-year hiatus and a
real...
OK GO GO FOR FREEDOM.
In February 2010, Damian Kulash, lead singer         impediment to greater exposure for the band. A
...
QUEEN OF THE INTERNET.
In 2010, there is arguably no greater example of an
artist getting “it” right than Lady Gaga. With ...
“
                       She's tapped into one of
                       the primary obsessions of
                       ...
Sound Check
Welcome to Music 2.0
Bands Getting it Right
Infiltration How-Tos
Encore
Credits




                         23
“
 The internet opens
 a world of limitless
 possibility, where
 the only boundaries
 are the
 boundaries
 of your own
 im...
HERE’S TO YOUR FUTURE.
As many within the music industry
struggle to find their footing in this
new landscape, one thing is...
1. LISTEN TO YOUR FANS.
                                      Social and digital technology is helping your fans
         ...
2. ENGAGE & EMPOWER
THE AUDIENCE.
Your fans like to show off their love, so make it
easy for them.


Some artists—like Mar...
3. INVEST IN THE
LONG-TERM
RELATIONSHIP.
Your fans want to know EVERYTHING. From what
you’re recording to what you’re wear...
4. USE THE NEW TOOLS.
From Topspin to Bandcamp to Fan Mail                exactly how the relationship with their fans is
...
5. EXPERIMENT.
The digital revolution has changed the way your fans
discover, share, and purchase music—forever. The good
...
Sound Check
Welcome to Music 2.0
Bands Getting it Right
Infiltration How-Tos
Encore
Credits




                         31
ENCORE.
A decade after Napster, the relationship        Together with our fans, the Music 2.0
with music fans is the music...
Sound Check
Welcome to Music 2.0
Bands Getting it Right
Infiltration How-Tos
Encore
Credits




                         33
Connect or Die was researched, written, and produced by a team of music-lovers and avid fans who also
happen to work for a...
Say hello, why don’t you?
ESPRESSO TORONTO
Jacquelyn Cyr | Chief Executive Officer
jacquelyn@brandinfiltration.com
twitter.c...
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SOUND CHECK. It’s no understatement Connect or Die: How to survive in a Music 2.0 world

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Publicado el

SOUND CHECK.
It’s no understatement that digital and social For this reason, we’ve created Connect or Die, one
technologies have dramatically and permanently of a series of publications that examines the
altered the music landscape. A decade ago, few in challenges and opportunities inherent in a 2.0
the industry foresaw the enormous shift that began world, and offers one central theory about the
with the introduction of simple file-sharing future of the music business:
technology. Over the past ten years, MySpace,
iPods, a slew of social networks, music blogs, and To survive and thrive in a brave, new Music
digital music retailers have all played their part in a 2.0 world, artists must embrace and utilize
radical shift that is continuing to transform the way the very technology that has caused such
fans discover, acquire, and experience music. This
turmoil in recent years. Through it, they must
is truly a whole new kind of revolution.
cultivate and nurture deep, direct relationships
with their fans, engaging them consistently and
As the marketing agency that coined the term
genuinely.
brand infiltration™, Espresso is acutely interested
in understanding how evolving technology,
Those that do so will discover unprecedented
demographic shifts, economic factors, and cultural
opportunities to generate revenue and grow their
phenomena like those impacting the music industry fan base. Those that do not, well... the title says it
are reshaping consumer expectations—and helping
simply: Connect or Die.
our clients rise to the challenges that unfold along
the way.



Jacquelyn Cyr
Chief Executive Officer
Espresso

2

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