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RE:CAP

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EVERY ARTIST HAS THE SAME BUSINESS PLAN…

BUILD FANBASEgigging, social, media & marketing, content

UNDERSTAND FANBASEsocial, analytics, interact, pre-orders

SELLdownloads, tickets, merch, subscription services, VIP

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BUILDING A FANBASE

BUILD FANBASEgigging, social, media & marketing, content

GIGS &LIVE

SOCIAL & ONLINE

GETTING STARTED

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BUILDING A FANBASE

BUILD FANBASEgigging, social, media & marketing, content

THE BIG LAUNCH ALBUM CAMPAIGN

GIGS &LIVE

SOCIAL & ONLINE

MUSICPRESS

RADIO& TV

ADS &OTHER

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BUILDING A FANBASE

BUILD FANBASEgigging, social, media & marketing, content

GIGS &LIVE

SOCIAL & ONLINE

THE CONSTANT

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MAKING:VIDEO

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MUSIC VIDEO: WHERE WE’RE AT…

The video has been a key part of the music mix for decades.

Became important marketing tool in 1980s because of MTV.

But arguably more important than ever.

Mainly because of…

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MUSIC VIDEO: WHERE WE’RE AT…

The biggest streaming music platform in the world!

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YOUTUBE IS MULTIPLE THINGS…

a publishing platform

a promotional platform

a media platform

a streaming service

a non-commercial

licensing platform

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SETTING UP YOUR YOUTUBE CHANNEL

New artists need a YouTube channel.

Which means you need to create video content.

What video content?

• Music videos for your tracks.

• Lyric videos for your tracks.

• Live sessions and acoustic sets.

• Behind the scenes footage / chat / editorial

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MONETISING YOUR YOUTUBE CHANNEL

You should also look to monetise your channel – even though income will likely be modest.

Become a ‘content partner’ – YouTube will place ads around your content and give you 55% of advertising income.

If you use a distributor to manage your YouTube channel they will also have access to ‘Content ID’ – this means you will also earn if other people use your music in their videos.

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MARKETING YOUR YOUTUBE CHANNEL

YouTube is principally a marketing channel at the outset.

But you also need to market your channel!

How can you drive people to your content?

What kind of content do people search for and share?

Can you collaborate with other YouTube artists?

How can you use your channel to drive traffic to other channels where you can capture data and upsell?

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AND WHAT CAN WE LEARN FROM THE YOUTUBERS?

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BUT REMEMBER – IT’S NOT JUST YOUTUBE!

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WHAT IS YOUR VIDEO STRATEGY?

How will you use your different video channels?

Do you need to create different videos for each channel?

Or edit the same video differently for each platform?

How much video content can you realistically create?

Are you comfortable with rough and ready chat videos?

Remember rights issues on Facebook (for now) – you won’t earn and cover versions may get blocked.

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