benji rogers cdbaby diy musician conference october 24th 2015
TRANSCRIPT
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hi@BenjiKRogers@PledgeMusic
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“As unsettling as it may sound, we need to accept that we are not simply selling content. We’re not selling the words on the page or the images on the screen; instead we’re selling an entire experience. The content we create and sell is just one segment of a thousand-piece jigsaw puzzle.”
Nick Bilton
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They need reasons!
People don’t need more ways to buy or listen
to your music
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What you do is fascinating!Think like a fan
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DIY?
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“Delight the weird”Superfans/Consumers
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Because they can!!!
Average spend per fan $55
Superfans
17% responsible for 61% of revenue
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$1.33bn on in-app purchases in 201497.7% are playing for free
2.3% that pay are spending an average of $23.42 a month
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100,000 backers
Offer what you are makingnot what you have made
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Creating and recording are part of your marketingWhat you make is more interesting than what you sell
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songThe album
mixplaylist as an event
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The closer fans are to the making of music
the more it means to them
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EMAIL EMAIL EMAILSMS*Social Networks/Retargeting Streaming (as Social)/PlaylistsYouTubeGrowth Hacking/Product Market FitContentStoriesBlockChain**
EMAIL EMAIL EMAILDirect-to-fan Experiences Crowd FundingSubscriptionsStreaming ConcertsHouse ConcertsContentStoriesBlockChain**
Opportunities Tools
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ASK YOUR FANS
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“I’m among the new era of consumers and contributors, and we’re looking for new forms of content and storytelling. Where it doesn’t exist, we’re going to find it elsewhere, make it ourselves, or, in some instances, just take it.”
Nick Bilton
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What does success mean to you?What does failure look like?
Commercial Success / Artistic Success?How quickly are you prepared to fail?
Is anyone other than you waiting for your next release?Content / Music
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Lead or follow?Who tells your story?
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You are competing with free and that’s ok…
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You can get all of the principles of marketing wrong
because people are unable to keep greatness to themselves
if what you make is great
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and it tells a great storythen everyone who hears it
If you do great work
will have something that they will want to share
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thank you
@BenjiKRogers@PledgeMusic