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Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus

Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus. Key points. German recorded (and media) market, still physical Album and CD driven Decentralized (16 federal states) Specialized PR/Promo services Longer timelines. Respect deadlines.

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Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus

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  1. Music Media Marketing Masterclass 17.09.2014Nordische Botschaften, Felleshus

  2. Key points • German recorded (and media) market, still physical • Album and CD driven • Decentralized (16 federal states) • Specialized PR/Promo services • Longer timelines. Respect deadlines. • Provide relevant assets/stories. PR’s aren’t magicians • Importance of UK/US media • Social Media - not always as social

  3. German recorded market • 3rdlargest recorded music market • 77,4 % physical sales / 22,6 % digital sales in 2013 (Streaming 4,7%) • 60,5 % of the Top 100 albums were national repertoire in 2013 (comparison 2004 – 39 %)

  4. German Media in general • The German music market is due to its size diversified and fragmented. • This also causes that the landscape for music media is highly specialized • It is often organized regionally or diversified in terms of the various media formats into Radio/ TV/ Print/Online

  5. Listening habits • 91% of the girls and 89% of the boys states that listening to music is the most or very important media activity to them. • 90 % of German teens are daily/several times a week online. Nearly same percentage watches TV (JIM-Study 2013) • 78 % listen to the radio daily, but only 21% of girls and 24% of boys read music magazines • Radio, leading media format for music (42.1 %). Online-radio at 8.8%, video-streaming 8.9%, audio-streaming 3.2 and premium-audio-streaming 2.4% (BVMI).

  6. Preferred media for music listening Source: Jahrbuch BVMI 2013

  7. Radio • Almost every Bundesland has its own radio station - the market for FM radio is very restrictive Key onesfor „new“ music: • WDR/Eins Live (Ø 1 Mio listeners p.h.) • RBB/Radio Fritz (Ø 79.000 list. p.h.) • MDR - Sputnik (Ø 141.000 list p.d.) • Private Radio stations: Flux.fm • Online Radio station: Byte.fm /Detektor.fm / BLN.fm

  8. Radio • The daytime is often regulated by a scheduled playlist. • In the evening shows, editors have more chances to place songs that  wouldn´t fit into the daily programme. • Public and also some private radio stations offer sessions for radio concerts, live recorded sessions or studio visits.

  9. Music in Print - Circulation • Printed music magazines became heavily under pressure. The circulation of magazines is shrinking since years. • Still compared to other markets print is still very strong in Germany. • Daily papersandweeklymagazines, likeSueddeutsche Zeitung or der Spiegel, die Zeit featurepopartists

  10. Music in Print - Circulation • Intro Magazine (120.000. Free copies) • Rolling Stone (50.600 ) • Musikexpress (51.000) • Metal Hammer (41.000) • Visions(31.600) • Rock Hard (30.700) • Spex (11.500) • Groove (11.500)

  11. OnlineMedia • The most important music online magazines are the online services of the established music magazines and broadsheets/dailies (from intro.de, Spiegel Online to more mainstream sites like lout.de) • There are music blogs in Germany but they do not play such a significant role, as in other territories • Video Platforms are quite popular in Germany Tape.TV/ Vevo / Muzu.TV/

  12. SocialMedia Users Germany

  13. Music in Television • The prior leading TV stations in the music sector - MTV and Viva aren’t relevant anymore • Niche broadcaster like Arte or ZDF Kultur/Neo have established own high-quality music formats like “Tracks” or “Open Air” • The boom for casting shows seem to be over in Germany. • There are hardly any possiblities to place emerging artists in German TV

  14. The following session - constrains • Genre focus: pop/rock/indie • Formats: Print andOnline • Focus on „new“ talentandhowto break intothemarket • Concretexamples

  15. Thanks!

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