News: DIGITAL MUSIC MARKETING
— Artsline, Wednesday 06 July, 23:21
WHEN: 28th July 2011, 9.30am – 5pm
WHERE: Business Development Centre, 7-15 Greatorex Street, London E1 5NF
WHO: Independent record labels, Musicians, Managers, Publishers, Agents etc
COST: £150
In just one day, learn all about digital music marketing from those leading the way. Get inside the
minds of the experts and discover the best way to get your music to your buyers and fans.
This intensive, full-day workshop leaves you feeling confident about everything from websites, social
networking and CRM [you won’t be saying “what’s that?” when you finish this course] to campaigning, distribution and more!
Trainers for this course will be Music Ally who are leading the way in this field.
COURSE OUTLINE
09.30 Introductions and objective setting
09.45 Digital jargon buster: An interactive session to explore the terminology of digital and digital
marketing.
10.30 Everything you need to know about your website: Understanding the basics of what you need
to build a website, easy to use tools like Wordpress and other content management systems, the
basics of search engine optimisation, and the basics of integrating social media into your site.
*30 minutes of presentation with 15 minutes of discussion time interwoven
11.15 Social networking, focus on Facebook and Twitter: Overview of how social networks have
developed and why people use social networks, leading into the differences in profiles/groups/pages/events in Facebook and how to harness users on FB, then finally looking at the Twitter phenomenon and the various music mashups and widgets that exist and what they can do for artist promotion.
*30 minutes of presentation with 15 minutes of discussion time interwoven
12.00 The digital marketing game: Delegates are given a number of fictitious artist case studies and
a set of various digital tools with which to construct appropriate digital campaigns.
12.45 Lunch
14.00 The basics of CRM: The do’s and don’ts of email marketing for music companies and an
overview of the tools available.
*30 minutes of presentation with 15 minutes of discussion time interwoven
14.45 Inspirational campaigns from the music industry.
15.15 Coffee Break
15.30 Retail: this section will first examine the different types of retail business models (a la carte,
subscription, variable pricing, hybrids, etc). It will then move on to demonstrating and discussing
different retail locations (like iTunes, Amie Street, and Spotify) and noting down the individual specs
as well as pros and cons of each.
*30 minutes of pure presentation
16.00 Distributors: This section will deal with the digital distributors who are necessary to get music
into the retail locations discussed in the morning. We will examine both who they are and the types of deal structures one is likely to face with distributors (flat fees, revenue share, how much does each take etc). We will also briefly discuss mobile distributors.
*30 minutes of presentation with 15 minutes of discussion time interwoven
16.45 End
ABOUT THE TRAINERS [Music Ally]:
The leading digital music business information and strategy company, Music Ally,
has been providing publications, consulting, research, events and training to the music and
technology industries since 2001.
Music Ally's executives come from a genuine music business background, from the sharp end of the
major label recording and publishing worlds through to digital business strategy, licensing and retail.
It's why Music Ally has been quoted by every news source from the BBC to the Sydney Morning
Herald, CNN and the Financial Times. It’s why our client list covers every important player in the
digital music scene from AOL to Yahoo. It's why brands such as Tesco, Orange, and the BBC rely on
Music Ally for digital music consumer research. It's why key organisations such as the Guardian,
British Music Rights and Deloitte have sponsored our must-attend networking events; and it’s why
Universal Music and EMI look to Music Ally for internal training.
And, in short, why no-one knows digital music like Music Ally. www.musically.com
ABOUT CIDA:
CIDA, the Cultural Industries Development Agency, is the leading support organisation for the
creative and cultural sector.
CIDA helps thousands of creative individuals, businesses and arts organisations by providing
information, business support, professional development training, networking & showcasing
opportunities and by comissioning new work.
If you're a creative individual, business or arts organisation, CIDA can offer you practical support.
Information Our website and regular e:bulletin keep people and businesses up to date with the
latest creative opportunities and events.
Business support & professional development Our training sessions offer practical guidance
from specialist advisers and industry experts.
Networking & showcasing opportunities Our events bring creative professionals together to
share knowledge, build contacts and get their work to new audiences and markets.
Cultural production & commissioning Our commitment to nurturing, commissioning and
developing talent is borne out through our emerging partnerships with leading organisations such as
the East London Design Show, London Metropolitan University and BBC London.
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