COLUMBIA RECORDS
AUTHENTIC VOICE IN MUSIC FOR OVER 125 YEARS
#1 RECORD LABEL IN THE INDUTRY
BEST ARTISTS IN THE WORLD
MUSIC IS ONE OF THE MOST IMPORTANT FORMS OF CONTENT
MUSIC IS THE #1 MEDIA ACTIVITY AMONG MILLENNIALS
Source: Custom Sony Music Segmentation 2013. Based off the US population 13+. Weekly media consumption. * Categories include both online & traditional (TV/print) consumption
Any Music
Consumption
Listening to
Music Usin
g the
Internet
Gaming on any devic
e
Watch
ing TV
Watch
ing music
videos*
Reading Magazin
es / N
ewspapers*
0
10
20
30
40
50
60
70
49
39
23
1519
10 9
62
48
23 2216 13
9
Total US Population Millennials
30,000 CONSUMER SEGMENTATION STUDY
• Insights Needed To Support Our Artist Campaigns
• Build Better Strategic Partnerships Supported by Data
DIFFERENT AUDIENCES CARE ABOUT DIFFERENT SOCIAL PLATFORMS
Source: Sony Music Segmentation 2013. Chart reflects percentage of each Millennial group that have used each streaming service during months of Nov/Dec 2013
Segment Type of Fan Facebook Instagram Twitter YouTube
Urban Underground Fanatic(18-21) 219 578 331 253
Indie Innovators Fanatic(18-21) 233 465 312 252
Red Bull Bangers Fanatic(18-21) 227 377 279 258
Digital Shredders Fanatic(22-29) 209 291 241 236
Hipster Influencers Fanatic(22-29) 223 381 309 228
Happy Hour Hustlers Enthusiast(22-29) 177 229 201 178
Frat Pack Casual(18-25) 118 111 123 128
Cosmo Cuties Casual(18-25) 156 277 180 151
SAMPLE CASE STUDY CULINARY BEATS -- A MULTI-ARTIST SERIES
CULINARY BEATS -- VIDEO
CASE STUDY CULINARY BEATS -- A MULTI-ARTIST SERIES
#CulinaryBeats Campaign Results
- #CB promo announced on MKTO, Citibank, and Columbia Records socials (1 FB Post and 1 Tweet)
- Fans answered questions about their favorite artists and restaurants
- #CB became a nationally trending topic on Twitter - Series garnered over 15,000,000 views
- Season 2 starts late Aug 2014
- Artists continue to ask us if they can be in the series
