#someawards forum 2014 storytelling panel: toni wallace, sony music
DESCRIPTION
Toni Wallace is the Director of Strategic Marketing at Columbia Records Creative Agency. She is responsible for brand partnerships and platform development initiatives for the west coast. Toni has spent the last ten years of her career in marketing and business development in technology, entertainment, and new media. Throughout her career Toni has always had a passion for music and has worked for a number of leaders in space including Warner Music, Beats by Dr. Dre, C3 Presents, and Billboard Magazine. Prior to working in the music industry, Toni worked at Microsoft in a variety of businesses including XBOX, Windows Mobile, and the Worldwide Partner Group. She also ran her own agency doing strategy and product development for startups in advertising and new media. Toni has a BA in Finance and Marketing from Northeastern University and an MBA in Entrepreneurship and Marketing from the University of Texas at Austin.TRANSCRIPT
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
