s3-eu-west-1. · pdf file• physical music market ... - big (and bigger) cities still...
TRANSCRIPT
HANKKEEN TAVOITTEET
Edesauttaa viennin kasvua
Parantaa edellytyksiä
pitkäjänteiselle vientitoiminnalle
Kasvattaa suomalaisen
musiikin näkyvyyttä mediassa
MITÄ TARKOITTAA KÄYTÄNNÖSSÄ?
Uudet sopimukset, avaukset ja
projektit
Julkaisujen ja esiintymisten määrän kasvu
Relevanttien kontaktien määrän
kasvu
Suomalaisen musiikin
näkyvyyden kasvu
Uusien menestystari-
noiden syntyminen
KÄRKIHANKKEEN OHJELMAT
Live-ohjelma Näkyvyys-ohjelma Markkina-ohjelma
Taidemusiikin ohjelma
Jazz- ja kansanmusiikin
ohjelma
Liikkuvuus-ohjelma
VIESTINTÄ
Promotion in GSA (2015) Jan Clausen, Managing Partner, FACTORY 92
OVERVIEW
• ABOUT ME / FACTORY 92
• GSA CONSUMER • MEDIA LANDSCAPE GSA • BASIC SET-UP TO DO PR IN GSA
• FIND THE RIGHT PARTNERS
• Started as a venue promoter and tourmanager, worked for the PR Company Octopussy and the Mutti ist die Beste Management. Founder of the German PR agency QUEEN ABOUT MUSIC
• FACTORY 92 = 2013-merger between music export consultancy THE ROCKING
FACTORY and my former company QUEEN ABOUT MUSIC • PR, marketing and consulting agency à Based on our vision for music business
development in Germany and music export in Europe • FACTORY 92 is based in Hamburg, Germany, staff of 6-9
ABOUT ME / FACTORY 92
ABOUT FACTORY 92 – The team
Germany • Population: 82 Million
• Federal state system
• One of the most important music markets (2014 #3 wordlwide)
• Physical music market
• Not everybody is using a credit card
• Strong public support for classical music
• No rock/pop export office • The German press,
consumers and industry do not care where the music is from
GERMANY / SWITZERLAND / AUSTRIA
Switzerland • Population : 8 Million • 3 Languages (German,
French, Italian) • M For Music Event • German & French Speaking
Radio / Press
Austria • Population 8,5 Million • German Speaking Language • ORF ist the only Public Radio Station
• Waves Vienna Event
GERMAN MARKET
Source: Bundesverband Musikindustrie e.v / 2013
GERMAN MARKET
- +70% physical Sales - Big (and bigger) cities still have a record store culture
- Big multimedia shoppingchain Saturn is one of the most important CD retailers
- Strong mailorder culture in Germany (HHV.de, Flight13, Glitterhouse, etc...)
- Arround 12 Million* people use Streaming Service, but they use digital and anaolg Service
* Musikmarkt / BVMI & GFK Streaming Studie
• More import than export - During the 2nd world war lot of artists left Germany - After the war US and UK music played an important role due to the
army - In the 60‘s American songs were translated into German - US/UK stars recorded songs in German (like Elvis, Cash, Temptations,
etc…) - German fear of nationalism = less export = more import
• Niche export - Important niche music was made in Germany like Krautrock or Techno
(German Engeneering = Germans use Maschine to make music)
- Influential bands like Kraftwerk or Rammstein
HISTORY & GERMAN MUSIC CULTURE
GSA MEDIA FACTS
German public radio:
GSA MEDIA FACTS
Switzerland public radio:
GSA MEDIA FACTS
Austria public radio:
• Over 15 music magazines in Germany
• Switzerland & Austria got their own Music Magazines like GAP or Rckstr
• German newspapers don´t have the focus on Music like in
Skandinavia
GSA MEDIA FACTS
• Radio • GERMANY: Fragmentation! No nationwide public or private music radio
stations • Only two info channels are broadcasted nationwide (DLF & DR Kultur) ...
both operate without music playlists • All key public & private music radio stations are regional. For example
RBB‘s Radio Eins for Berlin • Germany has 9 public radio broadcasters that cover the different parts of the
country (with their own subchannels). You can add +200 private and college radio stations to this equation
• AUSTRIA got nationwide Radio / public youth radio is also important for Bavaria/ Germany
• SWITZERLAND got french speaking & german speaking Radio for the different region
GSA MEDIA FACTS
• Online - Most Important music websites belong to the print music magazines
• Online video services - Getting stronger in Germany / smart TV solutions for the future - ... but in 2015 the impact still remains limited
• TV - Music channels play less music / MTV is „pay TV“ - Most important TV show for Bands is Circus Halligalli (only playing 3
minutes of music under bad conditions) - Culture shows play less music. For example ARTE TRACKS is now
focusing more on computer geeks, fashion etc. - There are also some TV shows like talkshows on the 3rd programs (=all 9
public radio stations have their own TV channels)
GERMAN MEDIA FACTS
• Unlike in France with Paris or in the UK with London the
important German media & music actors are fragmented across several cities:
• Berlin
Ø RBB, Intro, Musikexpress, Rolling Stone, DR Kultur, Metal Hammer, Spex, Universal, City Slang, Morr Music, Grönland, MCT, etc...
• Hamburg
Ø NDR, Byte FM, Spiegel, Warner Music, Edel, Freibank, FKP Scorpio, Karsten Jahnke, Selective Artist, Believe Digital, etc...
• Munich
Ø BR, piranha, Classic Rock, Sony Music, Target, GEMA, etc...
• Cologne (& Ruhrdistict) Ø WDR, Intro, Visions, Kompakt, Cargo, Schoneberg, etc...
• „B“ Cities Ø Frankfurt, Leipzig, Dortmund, Stuttgart, Bremen...
MEDIA & MUSIC CITIES
• Switzerland & Austria Music Cities are Zürich and Vienna
MEDIA & MUSIC CITIES
• RADIO - In general no - .... Buy-in is only possible at some private stations (like playing for free and
getting single rotation) - ....Public Radios are not doing any buy-ins.... sometimes it‘s even tough to
invite them to a concert, because that is already seen as bribing
• PRINT/ONLINE - You mostly have to buy-in (ads) if you want to land a big feature - Only ca 30% of the features at the music magazines are purely editorial
CAN YOU BUY THE GERMAN MEDIA?
• Sales charts • Sales charts are made by MEDIA CONTROL • The new charts are released every Monday around 5 pm
• Airplay charts • Different radio airplay charts for different target groups
Ø Youth, maintream, domestic & college
.... Youth + mainstream = Main airplay charts
• Different valuation of plays depends on media analysts numbers of listeners for the airplay charts (except college radios)
• The valuation of the media analyst numbers are only done by landine
phone calls (to get people at right local area)
GERMAN CHARTSYSTEM
SET UP NEEDED FOR LAUNCHING AN ARTIST Your German team must cover: LIVE:
• It is important to have live shows around the release LABEL/DISTRIBUTION:
• You need to market the album physically (CD and vinyl). Digital alone is a no go.
PR • If you dont have a German label with in-house PR.... Find
the right PR Company to support you in the right way
(How many people will work on my band, How many acts are they working per month? Do I know the bands they worked with? Did they have success?)
Budget • Be realistic with your budgetting
Can You work Austria & Switzerland from Germany ?
Yes and No Austria • Radio & Press PR is not possible to handle from Germany • For Live PR is good to have local partner Switzerland • Only the german part can be handle from Germany • But in general Switzerland is to fragmented in languages to work it from
abroad
• @ Bands & professionals: Be pragmatic when exporting Ø Don‘t dream and get blinded by national feelings
• @ Bands & professionals: Play ball while you can
Ø The markets have opened up with many new investing players.... but they will settle down again, and the competition is on the case
• @ Bands: Export is a must if you want a full-time career
Ø Be careful with your international rights
BAND EXPORT
• What tools do I need
• A good record (check with your German team, which single makes sense to push) • Video + an alternative video link to youtube (GEMA!)
• Info sheet • Band biography • Discography (if it makes sense) • Album info
• Pictures (min. 300 dpi quality) • It is good to have a picture in both B/W and Colour
• Cover (1200x1200 pix) • Album & single cover
• Press quotes
• Physical albums for promotion / radio single can be only digital (German public radio is using the digital sendout system called MPN)
TOOLS
• Timing for new artists
- Campaign start should be at least 3 months before album release - Promotion day (Berlin is the best place) should be 1.5-2 months before the
album release / Arround the release you can do a Radio Station trip - Single campaign for the radio should start 6-7 weeks before album release - Optimal timing for a headline tour is 4-6 weeks after album release - Support tours before the relase are very welcome - Free mp3 can be used for starting album campaign - Single can be released for digital sales once the single radio campaign has
been started - 2nd single timing depends on tour dates, hype, etc..
TIMING
FIND THE RIGHT PARTNER
Checklist if you talking to PR Agencies • Did somebody of my network work with them?
• What kind of clients do they work with ?
• Did they promise me the world or do they have a realistic target group?
• How many Acts they have at the moment?
• Is my budget realistc to the work I expect?
• Do I have Distribution / Booking, if not can my upcoming Team help me? Where can I get them?
• Check more then one Agency. Maybe the cheapest are not the best.
• PR agencies - Oktober Print PR - Verstärker - Beats International - Funkfaktor Radio PR - Welthit Radio PR - Wagmüller PR - Uta Bretsch Communication - AD On Online PR - Revolver PR - Beck to Music Print PR - Rewika Print PR - Starkult PR - Elena Nehrmann Print PR - Off the Record Online PR - Pirate Smile PR - Etc... There are many of us
COMPANIES
QUESTIONS?
THE END
Classical Music Press and Promotion Germany
Maren Borchers
maren borchers · for artists
The “right to exist”
The importance of the media and media attention… Artists’ view: • Independent press coverage versus advertisement/marketing • Career building and competition • Building an image • Artist’s partner (management, promoter record label) do benefit Promoters’ view: The more tickets sold, the better! Record Labels’ view:
The more CDs sold, the better!
… and how to achieve it.
Our role: mediator and consultant
Activities and operations
• Analysis of the Status Quo
• Development of a PR Strategy - “Find a story to tell”
• Create PR Tools (Biography, Photos, Website, EPK, Social Media…)
• Find the right media partners to tell the story to
• Organize release concerts
• Organize Round Tables and press conferences with journalists and artists
• Organize press trips
How do we choose our clients?
• Must be fun to work with!
• Has to bring along content and – generally speaking – media potential
• Must be willing to cooperate and actively take part
• Must be willing to invest time and money
PR in Classical Music Scene – special features
• Germany disposes of several media and musical centers (Berlin, Munich, Hamburg, Frankfurt, Cologne, Stuttgart)
• Necessary forerun differs from 3 months for trade press to about 2 weeks for radio and daily press
• In order to achieve visibility in the media an artist needs to be SEEN in Germany (live in concert)!
Most important online and print media + radio
and TV:
• Print: FAZ, Süddeutsche Zeitung, Die Welt, Die Zeit, Der Spiegel, Woman/yellow press: Brigitte
• TV: ZDF, ARD, 3SAT
• Radio: Deutschlandradio kultur, Deutschlandfunk, all ARD stations (every region has its own radio station)
• Trade press: Rondo, Crescendo, Fono Forum, concerti
• Online: www.spiegel.de
World & Jazz - the present picture of German PR & Media
Presentation by Uta Bretsch
Uta Bretsch_Communications
How To - General Factors • Length of campaigns • Tools: CDs (either promos or finished copies), press
release (translation/adaption or written by a German journalist), good press photos in colour (both landscapes and portraits), music videos, EPKs, listening example via soundcloud, youtube or vimeo, sound file of artist’s name
• Careful: Youtube might block your videos in Germany! • an interesting “story” • Avoid competitive release times if possible! • Most print media do not review compilations and live
albums • Some albums or tours don’t need pr support, but work
better via social media / direct marketing to fans (c) 2015 Uta Bretsch
How To – Different Factors
• the album is at the focus of a campaign; no singles released
• Narrower and more specialized media landscape • Advertising for features in jazz media • the music jazz / world magazines are basically the same
ones – issues of timing! • overview features about the music scene in certain
countries • world and jazz music on the radio • “World Music Charts Europe”
(c) 2015 Uta Bretsch
How To – Hands-On Advice
• research former pr campaigns in Germany • try to put yourself into the media’s mindset – why
should they write about you / your release / your tour? • What are the strengths / weaknesses of your release? • If you’re not sure about the first proposal by a pr
company, get one by another company to compare • Ask other labels about their experiences with pr
(companies)
(c) 2015 Uta Bretsch
How do I choose my clients? Questions of Form
• is there a physical release? • are CDs provided for the pr campaign? • does the timing fit? • do the label / the management / the band itself really
believe in their music and their career? What do they themselves put into the campaign?
(c) 2015 Uta Bretsch
How do I choose my clients? Questions of Content
• Is there a “story to tell”? • Is the music unique? • Does it grip me? • How well have former campaigns of the artist gone?
How much press was generated? • Why is the artist not working with his last pr agency
anymore? • Is a tour planned? When is the tour taking place? • Is the artist mainly a touring artist?
(c) 2015 Uta Bretsch
How do I choose my clients? Other factors
• How many other projects am I already working on in the time frame of the release?
• Is one of the other releases similar to the offered project?
• What’s my “gut feeling” on the project and a possible cooperation with the band / management? And what is the artist’s gut feeling about working with me? Does it “feel right”?
(c) 2015 Uta Bretsch
Media Jazz
• Jazz thing • Jazzthetik • Jazz Podium • Jazzzeitung.de (no print edition anymore) • Silberhorn (magazine connected to jazzzeitung.de) • Crescendo (classical music and jazz) • Jazz programmes on public radio (DLR Kultur, DLF, RBB,
Radio Bremen, NDR, BR 2, SWR 2…) • Small radio stations with shows focusing on jazz (M94,5
Basement Jazz, Radio Unerhört Jazztime…)
(c) 2015 Uta Bretsch
Media world/folk/roots
• Folker • Jazz thing • Jazzthetik • Funkhaus Europa • Public radio stations with their folk/roots and world shows
(MDR Folk & Welt) • Small radio stations with shows focusing on folk or world
music (M94,5 Transglobal Express, Radio Lora Exotus, Radio ZuSa Eine kleine Weltmusik…)
(c) 2015 Uta Bretsch
More Specialized Media: • Nordis and nordische-musik.de (for music from the
Nordic countries) • Deutsch-Finnische Rundschau (magazine for all kinds
of aspects of Finnish-German relations with a limited space in which music can reviewed)
• Blues News (for blues) • Afroport.de (for African music – not necessarily from
Africa) • Lonam (for African music)
(c) 2015 Uta Bretsch
Releases with a mainstream appeal
• Music magazines such as Rolling Stone, Musikexpress, Eclipsed, Melodie & Rhythmus….
• National newspapers like Die Zeit, FAZ, Süddeutsche Zeitung, taz • Kultur Spiegel (cultural supplement of political magazine Der Spiegel • Lifestyle and Women’s Press • TV (Arte Tracks for „trends“, Arte Metropolis for „culture“, 3sat
Kulturzeit, ARD ttt, ZDF Aspekte…) • TV news programmes like ARD Tagesthemen (e.g. tour start Staff
Benda Bilili) • For touring: city magazines and regional and daily newspapers
(c) 2015 Uta Bretsch
Don‘t forget:
Any pr campaign is different from the next and the last one!
Thank you very much for your attention!
Any questions, please let me know: [email protected]
(c) 2015 Uta Bretsch
