Music Brand Partnership CompanyKristin GrantAngela Jo
Connecting emerging artists and brands
using Data Validation with analytical expertise!
Interviewed: 12 (4 Brands, 6 Artists, 2 Managers)Total: 48
BRANDSBRANDS ARTISTSARTISTS
Here’s What We Thought Day 1
- Brands want to partner with
artists
- Fit matters
- Brands want data
validation – Data can
change the way partnerships
are done!
- Timely process (~2 to 5
months) and multiple layers
of approval/people required.
Desire to save time
- Artists want to partner with
brands
- Fit matters
- Brand managers are hard to
reach
- Artists want data validation
- Timely process and multiple
layers of approval/people
involved. Desire to save
time
Monday Canvas
BRANDS ARTISTS
Our Company
The Best Idea Ever!
“Data is good” Artists would like data on
brands to determine fit
“I’m Interested” Artists want to partner with
brands
Artists
“It is hard for me to get in touch with brands”
Emerging artists have a harder time finding direct contacts to brands than the more established artists
“Fit Matters” Partnering with brands are great,
but more than it is about dollars, FIT matters. How will the brand image affect my own? Will it be beneficial?
Here’s What We Learned Day 1 Interviews
Brands
womp womp…
?
Key partnerships
-Music Analytics Company (ie: Next Big Sound, Nielsen Soundscan)
-Access to Artist Dashboard and Database
-Acquisition of Brand Partnerships
-Reduction of risk and uncertainty through data validation
Key activities
-Solidifying deals and contracts between brands and artists-Creating sustainable relationships with brands-Building a network of artists
Value propositions
-Forming Brand Partnerships between the artist and the branddirectly-Reducing time required to sign contract-Providing a revenue stream for artists without having to sign a record label contract-Presenting analytical reports that show correlation between Brands, consumers, and artists’ fans-Enhance brand image by partnering with artist
Customer relationships- High level of customer service and hands on involvement- Contract based relationships with artists- Fixed Term relationships with brands-Word of mouth-Mailing list outreach-Professional/Personal network-Proven track record of excellence
Customer segments
Artists & Managers-Independent, Indie, Major-Emerging Artists (Not charted on BB 100, Under 50 Facebook Fans & Twitter followers)-Non-emerging Artists
Brands-Sponsorships & Events Department
Music Analytics-Next Big Sound
Key resources
-Office -Revenue Stream-Human Capital-Patent-Data Analytics Expertise
Channels- Industry connections and personal relationships- Mailing List Outreach-Word of mouth-Website-Direct Sales (contracts, fixed term engagement with artists)
Cost structure
-Fixed Costs (Office)-Advertising & Marketing-Human Resources
Revenue streams
-% of signed brand artist contracts-Fixed payments for additional artist reports
Tuesday Canvas
“I don’t have connections”
Emerging artists need direct connection to brands
“Equity also matters”
Emerging artists want to partner with brands not just for dollars but for equity
Artists
“As a Gen-X brand, we are looking for emerging artists”
Emerging brands look for emerging artists
“Data Matters”Both large and smaller brands
use data to make informed decisions about partnerships
Here’s What We Learned Day 2 & 3 Interviews
Brands
“Why partner with emerging artists?”
Larger brands tend to gravitate towards more established artists
“We work with agencies”
Brands reach out to ad agencies or partnership agencies to reach artists and make deals“We already get
data”Brands get data from various
sources already (E-scores, NPD)
NPD Data Report Example
VALUE PROPOSITION
Emerging Artist/Managers
-Connecting with Brands through data validation (reports)
- Good “FIT”***
- Save Time
- Emerging Brands
Brands
-Connecting with emerging artists through data validation (reports)
- Good “FIT”***
- Save Time
KEY PARTNERSHIPS
-Music Analytics Company (NBS)
-Acquisition of Brand Partnerships
-Reduction of risk and uncertainty through data validation
KEY ACTIVITIES
-Creating Reports in order to close Brand Partnership Deals
CUSTOMER RELATIONSHIPS
Emerging Artist/Managers
-Analytics Expertise
-Connection to Brands
Brands
-Analytics Expertise
-Knowledge of Emerging Artists
CUSTOMER SEGMENTS
Emerging Artist/Managers
CHANNELS
-Website
-Direct Sales
-Connections
COST STRUCTURE
-Fixed Costs (Office)-Advertising & Marketing-Human Resources
REVENUE STREAMS
-Fixed payments for Music Analytics reports-% of signed brand artist contracts
KEY RESOURCES
-Data Analytics Expertise
-Office
-Revenue Stream
Brands-Sponsorships & Events Department
Emerging Brands***
Music Analytics Company
-Next Big Sound
Wednesday Canvas
VALUE PROPOSITION
Emerging Artist/Managers
-Connecting with Brands through data validation (reports)
- Good “FIT”
- Save Time
- Emerging Brands
Brands
-Connecting with emerging artists through data validation (reports)
- Good “FIT”
- Save Time
KEY PARTNERSHIPS
-Music Analytics Company (NBS)
-Acquisition of Brand Partnerships
-Reduction of risk and uncertainty through data validation
-Agencies* ?
KEY ACTIVITIES
-Creating Reports in order to close Brand Partnership Deals
CUSTOMER RELATIONSHIPS
Emerging Artist/Managers
-Analytics Expertise
-Connection to Brands
Brands
-Analytics Expertise
-Knowledge of Emerging Artists
CUSTOMER SEGMENTS
Emerging Artist/Managers
CHANNELS
-Web/E-Commerce
-Direct Sales
-Professional/Personal Network
-Partnership (NBS)
COST STRUCTURE
-Fixed Costs (Office)-Advertising & Marketing-Human Resources
REVENUE STREAMS
-Fixed payments for Music Analytics reports (freemium)-% of signed brand artist contracts (brokerage revenue model)
KEY RESOURCES
-Data Analytics Expertise
-Office
-Revenue Stream
Brands-Sponsorships & Events Department
Emerging Brands
Music Analytics Company
-Next Big Sound
Thursday Canvas
“Our partnerships are campaign-specific”
Brands partner with artists for different campaigns
“Fan base needs to match our customer segment”
Brands will choose to partner with emerging brands depending on FIT
Artists
“Meh. What Else?”
“The current system works fine for us”
Person to person interaction and finding artists through networks is not a pain point for most brands
Here’s What We Learned Day 4 Interviews
Brands
“I’m Down!”
VALUE PROPOSITION
Emerging Artist/Managers
-Connecting with Brands through data validation (reports)
- Good “FIT”
- Save Time
- Emerging Brands
Brands
-Connecting with emerging artists through data validation (reports)
- Good “FIT”
- Save Time
KEY PARTNERSHIPS
-Music Analytics Company (NBS)
-Acquisition of Brand Partnerships
-Reduction of risk and uncertainty through data validation
-Agencies* ?
KEY ACTIVITIES
-Creating Reports in order to close Brand Partnership Deals
CUSTOMER RELATIONSHIPS
Emerging Artist/Managers
-Analytics Expertise
-Connection to Brands
Brands
-Analytics Expertise
-Knowledge of Emerging Artists
CUSTOMER SEGMENTS
Emerging Artist/Managers
CHANNELS
-Web/E-Commerce
-Direct Sales
-Professional/Personal Network
-Partnership (NBS)
COST STRUCTURE
-Fixed Costs (Office)-Advertising & Marketing-Human Resources
REVENUE STREAMS
-Fixed payments for Music Analytics reports (freemium)-% of signed brand artist contracts (brokerage revenue model)
KEY RESOURCES
-Data Analytics Expertise
-Office
-Revenue Stream
Brands-Sponsorships & Events Department
Emerging Brands
Music Analytics Company
-Next Big Sound
FINAL Canvas
No Go (…)
BUT!
Research Niche market: Are there cases where the current system (person to person interaction) is not working for brands? Determine if there is large enough scale to pursue.
How can we add additional value to the current system of data validation?
Can we redefine “connection”??
Consulting services on top of reports? New business + Consulting
1
What Now?
2
3
4
What We Learned
Solution-centric mindset Problem-centric during customer discoveryBe careful of cognitive bias and assumptions
Approach customer discovery to disprove hypotheses
No such thing as a “simple idea”All problems have interconnecting pieces that need to be uncovered early on