red bull records - marketing analysis

Marketing Plan

Prepared By: Ryan Ziemba For Columbia Business School

Core Objectives Ø Business Objectives

o  Increase sales of both singles and by 50% by 2013 – heavy up on marketing across the board.

o  Maintain about 15% growth until 2015 (return to the studio in 2015 to work on next album) – consistent PR and Digital Promotion.

Ø Artist Objectives o  Regain Billboard Magazine Top 10 Digital Rock Songs by 2014 for “Sail.”

o  Break iTunes Top 25 for “Sail”

o  Release “Kill Your Heroes,” “Not Your Fault,” and “Guilty Filthy Soul” as singles – break Billboard Top 25 Rock Songs during 2014.

o  Measure fan sentiment with social media tracking tools.

Ø Digital Objectives o  Increase key metrics across SoundCloud, YouTube, Facebook, and Twitter by 10%

each.

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Positioning Statement

To young, hip, rock music consumers, Red Bull Records

is the music company that best leverages its extensive

offering of distribution channels, content formats, and

consumer touch-points to support and showcase

emerging artists, which is good because it provides a new

sustainable business model for connecting music

consumers with music creators.

The Brand: Red Bull Energy Drink

Key Product Features:

•  Increases performance

•  Increases concentration & reaction

speed

•  Improves vigilance

•  Stimulates metabolism

•  Makes you feel more energetic and this

improves your overall wellbeing.

Red Bull Artist: AWOLNATION

Genre: Electronic Rock Also Fits: Rock, Alternative, Indie

Sound: High energy mix of synth &

traditional rock progressions.

Original integration of funk/soul rhythms and melodies into their

core style.

Charismatic front-man with

distinct lead vocals.

Album: Megalithic Symphony

Lead Single: “Sail”

Primary Audience: Males, 16 – 24

Broader Audience: Males & Females, 13 - 34

Red Bull’s place(s) in the music market.

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Competitive Landscape

Competitive Landscape

Market Genre Demo

In House

Music

Production

In House Video

Production

In House

(Music)

Marketing

Battle of

The Bands

the Bands

Equipment

Cross-Promo

In House

Apparel

Apparel Cross-

Promo

Tour

Support

In House

Management

Digital

Distribution

Video

Distribution

Red Bull Energy Drink Rock/Alt./Indie M: 18 - 24 Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes

Monster Energy Drink Metal M: 16 - 21 No No Yes Yes Yes No Yes No No No No

RockStar Energy Drink Metal M: 16 - 21 No No Yes Yes No No No Yes No No No

Texas Roadhouse Restaurant Country M/W: 25 - 34 Yes Yes No No No No No Yes Yes No No

Coverse Sneakers Indie M/W: 18 - 24 Yes No No No No Yes No No No Yes No

Adidas Apparel Indie/Hip-hop M/W: 18 - 34 No Yes Yes No No Yes Yes Yes No No No

Hard Rock Café Restaurant Classic Rock M/W: 25 - 34 Yes No Yes No Yes Yes Yes No Yes No No

Brands & Bands

Distribution: Red Bull Media House

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Red Bull boasts a broad array of distribution channels, media products and content formats.

Artists are positioned to leverage any of Red Bull’s extensive media resources.

Target Market

The Target: Music Mavens

Target Market: Millennials

Reference: www.sorelevent.org

“I prefer music which is not mainstream but new and challenging”

Target: Music Mavens

RedBull.tv AWOLNATION Website

RedBull.tv visitors are similar to AWOLNATION.com’s

Budget

Marketing Budget

Marketing Expense Budget 2013 2014 2015

Digital

75,000

40,000 40,000

Promotion & PR

100,000

60,000 60,000

Printed Material / Labels / Merchandise

12,500

10,000 10,000

Video Production (3 Videos)

200,000

100,000 100,000

Tour Support

100,000

100,000 100,000

Total Sales and Marketing - Expenses

487,500

110,000 110,000

Percent of Sales 48.75% 7.33% 6.29%

Contribution of Sales (Singles)

1,000,000 1,500,000 1,750,000

Annual Sales Growth 50% 17%

Digital Marketing Budget Allocation

SEO, $24,750

PPC, $8,333

Social Media, $37,500

Email, $4,167

Mobile, $8,333

Content, $4,167

Seasonality & Geography

Seasonality

Spring

May Weekend Tour at US Colleges

Summer

Summer Festival and Outdoor Venue Tour

Fall

Suburban Back-to-School Tour

Winter

Major City Club Tour

And corresponding seasonal Red Bull events.

Geography

Geo-Targeting: Ø  Digital Marketing – SEM & Display Ø  Tour Routing Ø  Festivals, sporting events and college

vacations.

Music Consumption Maps

Music Social Media Food Chain

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Digital Music Consumption Map

Box size proportional to music consumption volume – number of tracks consumed per month.

Distribution

Distribution Channels Role: Bridge the gap between consumers and production companies Purchase the recordings from the producers and selling to consumers. Forms: Digital Role Players Online Radio Physical Distributors Evolution: The distribution of recorded music CDs has shifted from specialty shops to mass-market, online retailers and more recently to online digital media retailers and other digital music services.

Distribution: Digital Retail

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CATEGORY SERVICE FORMAT DETAILS PERFORMER SONGWRITER

DIGITAL RETAIL CD Baby

Online mailorder and digital retail store. CD Baby also acts as an aggregator, delivering digital music to iTunes, Amazon, Spotify, etc.

Consumers can buy physical CDs that are then shipped to them in the mail, or can buy digital albums or singles via CD Baby website.

YES. Artist sets price of their album. CD Baby keeps $4 for each physical CD sold. The rest goes to the artist. For digital sales, artist gets 75% of income from sales on CD Baby, and 91% of net revenue from iTunes/Amazon/ streaming services. Paid out every Monday.

Songwriter and publisher are paid mechanical rate: label/artists' responsibility.

DIGITAL RETAIL iTunes Music Store Digital retail store.Consumers buy individual tracks or albums for set rates, usually 99¢/track or $9.99/album.

YES. unsigned artist: gets anywhere from 91% to 100% of the $7.00 paid to label/aggregator. Indie label or major label artist: more complicated because sales are based on percentages or "points" on contract.


DIGITAL RETAIL Amazon Music StoreDigital retail store. All MP3 tracks. Also offers cloud storage.

Consumers buy individual tracks or albums for set rates, usually 99 cents/track or $8.99/album, though some tracks are steeply discounted.

YES, Same as above. Unsigned artists get 91% - 100% of what's paid to label/aggregator. Indie label or major label artist gets whatever their contract stipulates.


DIGITAL RETAIL Google Play Digital retail store with cloud storage.

Consumers buy individual tracks or albums for set rates, usually 99 cents/track or $8.99/album, though some tracks are steeply discounted. Free song of day.

YES, Same as above. Unsigned artists get 91% - 100% of what's paid to label/aggregator. Indie label or major label artist gets whatever their contract stipulates. Artists can also go direct to Google Play and get 70% of profit, after $25 setup fee. Provides good integration with YouTube for track sales.


Are they compensated, and how much?

Distribution: Digital Subscription

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SERVICE FORMAT DETAILS PERFORMER SONGWRITER

Rhapsody, Spotify, MOG, Rdio, Zune, Slacker

On demand subscription service (with other features including downloads, to go, etc).

For subscription streaming service, consumers pay $5 to $10/month to have real-time access to enormous library of albums and songs. Some offer free, ad-suppored tiers. (Paid downloads also available for subscribers).

YES. For interactive streams, fractions of a penny per play. For noninteractive streams, featured performer also gets 45% of SoundExchange digital performance royalties.

YES. For the subscription/ streaming services, each have licenses with ASCAP/BMI/SESAC for songwriter/publisher performance compensation.

eMusic Online subscription download service. All MP3 tracks.

Consumers pay from $11.99/month for 24 downloads, up to $31.99/month for 73 downloads. Since songs are MP3s, they can be played on any player, including iPods and iPhones.

YES, Same as above. Unsigned artists get 91% - 100% of what's paid to label/aggregator. Indie label or major label artist gets whatever their contract stipulates.



Distribution: Digital Direct-to-Fan

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ARTIST-TO-FAN Bandcamp

Adds physical and digital music sales and merch sales option to existing band website or blog, or serves as web host for artist.

Provides fast, dependable streaming and downloads of an artists' entire catalog, Artist sets prices (which can include free), can choose high bitrates. Bandcamp provides the web interface for a very powerful, artist-controlled storefront.

YES. Artist gets 85% of sales under $5000, and 90% of sales $5000+. Bandcamp, as the intermediary, gets 15% of each transaction, but that drops to 10% if your sales exceed $5000. For artists signed to labels using Bandcamp, assumption is that label receives sales revenue and passes along royalties to its bands.


ARTIST-TO-FAN Independent Release

Short term digital release experiment run by the band that offered variable pricing option.

Consumers could pay "nothing", although there was a $1 "handling charge", plus Radiohead collected everyone's contact info.

YES. Though real figures were not published, it's assumed that Radiohead kept the vast majority of the income from these sales

YES. Radiohead are also the songwriters, so they retain all the income from these sales.

ARTIST-TO-FAN Magnatune

Website with physical and digital retail store, with $15/month subscription fee and online licensing.

Consumers can download as many albums or songs as they want for $15/month. Members can also access simple, one-click style licensing for music uses in films, TV, videos, etc. High bitrate options.

YES. Artist gets 50% of any sale and/or license fees.



Distribution: Digital Video

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SERVICE FORMAT DETAILS PERFORMER SONGWRITER

YouTube Online videos Posted videos.

YES/POSSIBLY. If artist is self-released and has a significant YouTube presence, they may be able to participate in YouTube's Partner Program. Artists signed to an indie or major label may see ad-based revenue received by the label passed through to them as per their deal.

UNSETTLED. YouTube and various PROs and Harry Fox Agency have been in litigation over public performance and mechanical licensing.

StageIt Live performances via webcast

Performer sets date, time and ticket price, Fans buy tickets to the webcast show and watch show online.Fans can also tip and interact with performer in real time.

YES. 60% of gross ticket sales. Also provides links to stores like iTunes for digital download sales.

YES. StageIt has relationships with ASCAP/BMI/SESAC and pays performance royalties.

Google+ Hangouts On AirLive performance/broadcast via webcast

Performer sets date, or just starts to broadcast immediately. File saves in real time to YouTube.

NO. At this point, it's not possible to sell tickets or charge admission to your webcast.

UNCLEAR. Google + Hangouts requires performers to only play/perform music that they have exclusive rights to.


Online Radio & Streaming Services

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RADIO/ WEBCASTING/ DIGITAL PERFORMANCES

PandoraWebcast stations formed around music recommendation engines

Two models: Ad-supported model for free, or ad-free version for $36/yr. Search for bands you like and services will also play music that's similar, thus increasing consumer's musical knowledge. Hugely popular iPhone app.

YES. 45% of SoundExchange digital performance royalties paid directly to featured performer. Pandora also links to Amazon and iTunes for digital sales.

YES. Pandora has licenses with ASCAP/BMI/SESAC for songwriter/publisher performance compensation. Pandora also links to Amazon and iTunes for digital sales.


Turntable.fm Realtime webcast/DJ station

Combines music-streaming, chat rooms, and voting by simulating a virtual environment filled with audience members and DJs represented by player avatars.

YES. 45% of SoundExchange digital performance royalties paid directly to featured performer.

YES. Turntable.fm has licenses with ASCAP/BMI/SESAC for songwriter/publisher performance compensation.


Last.fm

UK based internet radio and music community site that also offers on demand streaming.

Free for users. Create custom radio stations and playlists from any of the audio tracks in Last.fm's music library, and are able to listen to some individual tracks on demand or download tracks if the rights holder has previously authorized it.

YES. 45% of SoundExchange digital performance royalties paid directly to featured performer. Indie/unsigned artists that are not SoundExchange members can be paid directly by last.fm's Artist Royalty Program. NOTE: If your indie label is signed up to last.fm's' ARP Program, performer's royalties will go to the label, which undercuts your ability to receive your statutory share. Also links to Amazon, iTunes and 7Digital for digital sales.

YES. Last.fm has licenses with ASCAP/BMI/SESAC for songwriter/publisher performance compensation. To permit song downloads (which are free), you must own the copyright in both the recording and composition. Also links to Amazon, iTunes and Digital7 for digital sales.


Terrestrial radio with webcast: KEXP for example

Terrestrial radio station with webcast

Seattle-based radio station with streaming webcast. Free access.

YES. 45% of SoundExchange digital performance royalties paid directly to featured performer for webcast (not for terrestrial broadcast).

YES. Radio stations have licenses with ASCAP/BMI/SESAC for songwriter/publisher performance compensation for terrestrial broadcast and webcasts.


Sirius XM Satellite RadioSatellite radio channelsConsumer pays for equipment plus monthly subscription fees, about $15/month.


YES. Sirius XM has licenses with ASCAP/BMI/SESAC for songwriter/publisher performance compensation


MusicChoice Music on cable TV stations Part of consumer's monthly cable package bill


YES. Also have licenses with ASCAP/BMI/SESAC for songwriter/publisher performance compensation


Regular Radio…Still?

Terrestrial radio is still very relevant for both new and established artist. Airplay is not a God-given right even for a great record but it’s still extremely important for breaking new artists.

Despite the popularity of the Internet, radio stations receive hundreds of CD’s every month with few of them ever getting heard by the programmers, let alone getting any airplay.

Radio promotion entails hiring specialist “indie-promoters” to solicit radio for airplay and feedback saving you the time and toil. Radio campaigns usually run 6-8 weeks. Feedback from radio is provided to you in detailed weekly reports that are pulled from our website.

Terrestrial Radio – Key DMAs

RankMarket Code

Type Freq. MarketMetro 12+ Population

RankMarket Code

Type Freq. MarketMetro

12+

1 1 PPM 13 New York† 15,867,400 17 63 PPM 13 San Diego† 2,700,300

2 3 PPM 13 Los Angeles 11,044,200 18 87 PPM 13Tampa-‐St. Petersburg-‐Clearwater 2,475,100

3 5 PPM 13 Chicago† 7,878,800 19 321 PPM 13 Nassau-‐Suffolk (Long Island)† 2,448,1004 9 PPM 13 San Francisco† 6,264,600 20 35 PPM 13 Denver-‐Boulder† 2,429,7005 24 PPM 13 Dallas-‐Ft. Worth† 5,431,900 21 21 PPM 13 Baltimore 2,341,3006 33 PPM 13 Houston-‐Galveston 5,126,200 22 17 PPM 13 St. Louis 2,308,1007 15 PPM 13 Washington, DC† 4,635,000 23 51 PPM 13 Portland, OR† 2,152,3008 7 PPM 13 Philadelphia 4,517,800 24 93 PPM 13 Charlotte-‐Gastonia-‐Rock Hill† 2,071,6009 47 PPM 13 Atlanta 4,385,000 25 23 PPM 13 Pittsburgh, PA† 2,004,90010 13 PPM 13 Boston† 4,082,100 26 379 PPM 13 Riverside-‐San Bernardino 1,986,600

11 429 PPM 13Miami-‐Ft. Lauderdale-‐Hollywood† 3,781,100 27 65 PPM 13 Sacramento† 1,887,800

12 11 PPM 13 Detroit† 3,760,200 28 59 PPM 13 San Antonio 1,858,50013 39 PPM 13 Seattle-‐Tacoma† 3,538,100 29 31 PPM 13 Cincinnati 1,768,60014 57 PPM 13 Phoenix 3,255,500 30 19 PPM 13 Cleveland† 1,760,10015 540 4S 4 Puerto Rico† 3,152,100 31 101 PPM 13 Salt Lake City-‐Ogden-‐Provo† 1,745,00016 27 PPM 13 Minneapolis-‐St. Paul 2,793,800 32 257 PPM 13 Las Vegas† 1,656,200

Terrestrial Radio Day-Parts: •  Morning drive: 6AM – 10AM •  Afternoon drive 3PM – 7PM

College & Non-Commercial Radio

Promoters of Choice:

College radio Day-Parts: •  Evenings: 7PM – 12PM •  Overnights: 12M – 6AM

Red Bull Radio

Of course…Red Bull has that covered too.

Promotion

Promotional Vehicles Publicity: Traditional PR push to radio, mainstream press, and large digital outlets. Specialized social media PR will be enlisted to promote music across social media outlets and to solicit blogger reviews.

Radio promotions: Enlist veteran promoter work rock stations in key DMA’s, especially markets around Atlanta, Chicago, Pittsburgh, Montreal, and Toronto. Offer in-studio performances to stations that are along tour routing.

Street/lifestyle promotions: A street team of volunteers will be enlisted via social media and email blasts and given free music and other marketing collateral to help them through their own Red Bull Records listening parties.

Retail marketing: In-store appearances and performances coordinated with tour scheduling.

Video: 3 official music videos will be produced for each of the 1st three singles.

Promotional touring: US tour routing should be planned approximately 1month after the initial radio push begins and should be determined according the song performance in the respective DMA.

Digital: This will also include mobile.

Advertising: There will be no actual advertising in favor of earned and social media marketing.

Promotional Rollout

Publicity

RadioCollege Radio

Street/lifestyleStreet Team

Video

Retail Retail In-Store Promotion to Coincide with Radio DMA Heavy Rotation

TourCollege May Weekend

U.S. Festival Tour

Suburban Tour

Major City Tour

CMJ NYC

CMJ NYC

February March 15-Apr

Begin TourAlbum Launch

November December January15-May June July August September October

Digital PR

Agencies of choice:

Target U.S. Festivals

AWOLNATION – Tour Schedule

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Digital & SEO

Online PR & Promotion

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Blog Name Monthly VisitorsSpinner.com 1,073,483Idolator 198,214Stereogum 88,599JamBase 58,905brooklynvegan 43,124PopMatters 39,244The Hype Machine 35,694Metal Injection 32,687Create Digital Music 13,522Popdose 10,979NoiseAddicts 9,323SiriusBuzz.com 6,011www.hardrockhideout.com 4,572Culture Bully 4,087thehiphopdemocrat.com 3,396

Top Keyword-‐Related Blogs

Other Music-‐related Cross Promo4onal Opportuni4es

Platform Attribute

Pure Volume Featured Artists

ReverbNation Street Team Missions

YouTube Video Management

Yahoo! Music Music Management/eCommerce

Smartpunk Music Management/eCommerce

Blip.fm Viral Music Platform

SonicBids Electronic Press Kit Platform

Last.fm Viral Music Platform

OurStage Music Promotion Site

Blogs with Similar Keywords to NoiseTrade

Site Visits/Month

Popeater.com 13,000,000

HipHopDX.com 3,000,000

Spinner.com 2,000,000

LA Time Music Blog 1,850,000

NahRight.com 1,200,000

Village Voice Music Blog 900,000

Consequence of Sound 800,000

The Fader 450,000

Idolator.com 300,000

Stereogum.com 150,000

BrooklynVegan 75,000

Top Music Music BlogsTop Music Blogs

Sites with visitor affinity profiles similar to those of the target market.

Video Promotion

Promote music videos across YouTube and other networks.

Today, most bands have at least some video content already

online and enabling them to embed YouTube videos in their

pages would increase user engagement; the stickier the page the

more likely fans will be to donate.

1 Month YouTube Video Campaign Example.

Daily Budget: $100.00

Target Audience

●  Men & Women between 18 & 24

interested in “New Music” Geo-Targets:

●  New York, NY

●  Nashville, TN

●  Los Angeles, CA

●  Austin, TX

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Keyword Density Analysis

47

Keyword Density:

•  The % of (mes a keyword/phrase appears on a webpage v. total number of words.

•  Helps determine whether a web page is relevant to a specific word or phrase.

Op4mize the density of keywords that:

•  Have high search engine search volume

•  Are most relevant to the page’s content

•  Target Density ≈ 5.0; Target Repeats ≈ 3.7

Keyword Repeats Density Keyword Repeats Density Keyword Repeats Densitymusic 17 4.51 key posts 10 5.31 meet ethan music 2 1.59posts 12 3.18 social media 6 3.18 remixes and mashups 2 1.59key 11 2.92 music for 4 2.12 music teaching music 2 1.59email 10 2.65 music teaching 3 1.59 music for film 2 1.59media 8 2.12 your email 3 1.59 for film music 2 1.59social 6 1.59 by email 3 1.59 film music for 2 1.59ethan 4 1.06 meet ethan 2 1.06 music for theater 2 1.59blog 4 1.06 ethan music 2 1.06 key posts key 2 1.59technology 4 1.06 remixes and 2 1.06 posts key posts 2 1.59linkedin 4 1.06 and mashups 2 1.06 key posts music 2 1.59evolution 3 0.8 teaching music 2 1.06 posts music key 2 1.59remixes 3 0.8 for film 2 1.06 music key posts 2 1.59mashups 3 0.8 film music 2 1.06 key posts politics 2 1.59

Three Word PhrasesTwo Word PhrasesSingle Keywords

Query % of Search Traffic Query % of Search Traffic Query % of Search Traffic

noisetrade 29.69% topspin 33.61% kishi bashi 0.21%noise trade 7.80% topspin media 8.93% beak 0.17%noisetrade blog 2.10% top spin 4.57% exitmusic 0.13%noisetrade email 1.08% top spin media 2.47% homestuck 0.10%is noisetrade legal 1.06% topspinmedi 1.13% doe paoro 0.09%

Query % of Search Traffic Query % of Search Traffic Query % of Search Trafficwe are hunted 49.77% earbits 46.13% soundcloud 7.81%wearehunted 9.13% earbits radio 9.43% sound cloud 0.57%

we are haunted 2.68%commercial free internet radio

4.08% wankelmut 0.22%

we are hinted 1.37% earbit 1.85% soundcloud.com 0.12%wearehunted.com 1.36% earbits play 1.64% falscher hase 0.11%

WeAreHunted.com

Takeaway: A vast majority of the sites search traffic comes from specific "We are hunted" related queries.

NoiseTrade.com

Takeaway: Most of NoiseTrade's search traffic is coming from people searching specifically for it. An SEO goal should be to also drive traffic from users that may not yet know about NoiseTrade but are searching for words related to its value proposition.

Earbits.com

Takeaway: While like many other sites, Earbits traffic comes mainly from directly related searches. However, notice that "internet radio" also has significant traffic. This is a categorical search that Earbits is benefiting from in terms of traffic.

BandCamp.comTopSpinMedia.com

SoundCloud.com

Takeaway: While some volume come from direct "sound cloud" related searches, much of the traffic is widely distributed, likely coming from artist-‐related searches.

Takeaway: Topspin's visitors are look for their website specifically.

Takeaway: BandCamp's search traffic is broadly distributed across maily across individual band sites.

Music Discovery Search Traffic Drivers

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Keyword Recommendations – By Category

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Musical Equipment

Keyword Searches/Month (US)guitar at 13,600,000 de guitar 13,600,000 bass with a bass 7,480,000 piano de 6,120,000 piano at 6,120,000 piano piano piano 6,120,000 with mic 5,000,000 in mic 5,000,000 a toms 2,740,000 toms in 2,740,000 toms on 2,740,000 were to find toms 2,740,000 toms of 2,740,000 toms and 2,740,000 les guitars 2,740,000 guitars from 2,740,000 guitars la 2,740,000 in crate 2,740,000 la crate 2,740,000 amplifier for 2,240,000

Keyword Searches/Month (US)red chili peppers 550,000 red hot peppers 550,000 red hot chile peppers 450,000 redhot chili peppers 450,000 foo foo fighters 368,000 shellac 246,000 the dandy 246,000 tegan 201,000 shellack 165,000 whitestripes 165,000 bar set 135,000 jetsetter 60,500 kiser 60,500 the blind spot 60,500 the peacemakers 60,500 red hot chili peppers concert 49,500 chili peppers tour 49,500 red hot chilli peppers tour 49,500 i fratellis 49,500 dinosaurs bbq 49,500

Indie & Alternative Music

Keyword Searches/Month (US)music to download 4,090,000 to download music 4,090,000 download music from 4,090,000 music downloads 1,830,000 downloads music 1,830,000 downloads for music 1,830,000 song downloads 1,500,000 audio sounds 1,220,000 music and sound 1,220,000 freemusic download 1,220,000 download freemusic 1,220,000 downloads for mp3 1,000,000 freemusic downloads 823,000 musicdownloads 823,000 music for mp3 673,000 album artwork 550,000 downloadmusic 550,000 music sites 450,000 musicdownload 450,000 mp3 conversion 450,000

Music Streams & Downloads

Promotions

Promotion: Musical Fitting Rooms

Integrate the feeling of being backstage with video enabled dressing-room walls at Urban Outfitters.

Promotion: CMJ - NYC

Over five nonstop days and nights, the world’s most important platform for the discovery of new music, CMJ Music Marathon, invades New York City with over 1,300 artist performances. CMJ fills more than 80 of the city’s greatest venues, and nightclubs with over 120,000 fans, music industry professionals, college radio tastemakers, bloggers, press, and musicians.

Sponsors

Promotion: Digital DIY Album

Rather than a soulless download from iTunes, an album-specific site will be created to allow fans to select their favorite 10 tracks from a choice of 20 (or however many the band wants to make available. using a customizable interface enabling users to create their own artwork and download their own custom album.

Promotion: Social Media Store

Applications that can be integrated into Facebook and various other social media platforms, will enable fans to sell and combination of Red Bull artist tracks and earn $1.00 for every 10 song (album equivalent) they sell.

Promotion: Music Mixer App

An app will be built for smartphone and tablets that lets users remix songs from Red Bull bands.

Tracking Success

Album sales are no longer the primacy success metric

Chart Ranking – AWOLNATION, “Sail”

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“Sail” Charting on Rock Digital Songs

Last Week’s Chart Position #29

Weeks on Chart 87

Peak Chart Position #4

Digital Tracking & Targets

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Past 90 Days % Change % Change Target

90 Day Target

SoundCloud Plays 354,200 + 3% +10%

389,620

YouTube Video Views 4,200,000 - 3% +10%

4,620,000

Facebook Likes 4,400,000 + 1% +10%

4,840,000

Twitter Followers 7,500,000 - 35% +10%

8,250,000

AWOLNATION - Facebook

60

Past 90 Days: 4,400,000 Target: 4,840,000

AWOLNATION - Twitter

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Past 90 Days: 7,500,000 Target: 8,250,000

AWOLNATION - SoundCloud

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Past 90 Days: 354,200 Target: 389,620

AWOLNATION - YouTube

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Past 90 Days: 4,200,000 Target: 4,620,000

All Red Bull Artists Tracking - Facebook

All Red Bull Artists Tracking - Twitter

All Red Bull Artists Tracking - YouTube