A full-day conference within the TGE Conference putting the spotlight on how music marketing is evolving with the ongoing shift to streams.
This CMU+TGE programme is sponsored by BPI
We last put the spotlight on music marketing in 2015 and boy has a lot changed since then. With the shift to streaming, the key influencers have changed, the key messages have changed, and the campaigns are getting longer as sustained listening becomes the aim. Over in live, promoters are employing ever more tools and tactics to get those tickets sold. Meanwhile, from an artist’s perspective, it would be really good if marketers on the recorded and live side could be more closely aligned. We look at the changes, at best practice, at great case studies, and then debate where music marketing is headed next.
The CMU+TGE Music Marketing Conference takes place on Friday 10 May.
Topics set to be covered at The CMU+TGE Music Marketing Conference
• What are the key music marketing tools in 2019?
• Which social media matter and how should you use them?
• Where do traditional music media fit in?
• What should you be doing with your social, streaming and ticketing data?
• So, how do I get my track on that Spotify playlist?
• Will machines curate all the streaming service playlists in the future?
• How can you make all that marketing content on a really right budget?
• As marketing campaigns get longer how do you manage your team?
• How can we get all of an artist’s business partners speaking as one?
THE CMU+TGE MUSIC MARKETING CONFERENCE IS HOSTED BY…
Chris Cooke Founder & Managing Director, CMU Insights
Jen Long Founder, Take Care Management
AND INCLUDES INSIGHTS FROM…
Adam Brooks Head Of Communication, Ents24
Alex Thomson Director, Greenhouse Group
Alice Beal General Manager Music, Insanity Group
Andy Varley Founder & CEO, Insanity Group
Camella Agabalyan Senior Marketing Manager, MAMA Festivals
Cassandra Gracey President, 4th Floor Creative / Sony Music
Chloe Melick Founder, Inside/Out
Debbie Ball Founder, Create Spark
Dorothy Hui VP, Digital & Audience Development, 4th Floor Creative / Sony Music
Hannah Beeching Digital Account Manager, AWAL
Jackie Eyewe Senior Marketing Manger, Atlantic Records
Jackie Wilgar SVP Marketing International, Live Nation
James Stirling Head of BBC Music & BBC Music Introducing, BBC
Jason Edwards Head Of Music, Dice
Jessie Scoullar Founder & Director, Wicksteed Works
Jo Hart Founder, HartMedia
Jon West Director of Marketing – Artist Services, Ticketmaster
Keith Jopling Founder, The Song Sommelier
Kevin Graux Account Director, Diabolical
Malena Wolfer Head Of Artist Services UK, Believe
Marcel Hunziker Founder, Playliveartist
Mark Butler Digital Marketing, Good Soldier
Mark Stein Partnerships & Business Development, Leaf Grow
Nick Faber Account Manager, Diabolical
Olivia Hobbs Founder & Director, Blackstar London
Rachael Bee Managing Director, iluvlive
Sam Lee Founder, Songular Music
Sam Taylor Consultant, CMU
Sarah Beaumont Music Lead, BBC Radio 1Xtra
Tim Fraser-Harding President Global Catalogue, Warner Music
Timothy Armoo CEO, Fanbytes
Tom Burris Digital Manager, ie:music
With our very final batch of speakers to be announced soon!
ORIGINAL RESEARCH FROM CMU INSIGHTS
CMU Insights will present Rethinking Music Marketing, a new report looking at how music marketing campaigns have evolved in the streaming age, and the challenges that poses for labels, artists and their other business partners.
HOW THE DAY WILL BREAK DOWN…
10.00-11.15 THE MUSIC MARKETING TOOLKIT
What are the key tools in the modern music marketing toolkit? We run through each set of tools in turn and check in with the experts on social media, press, radio, advertising and influencer marketing.
Alice Beal from Insanity Group, Debbie Ball from Create Spark and Jo Hart from HartMedia will discuss the state of music media and how music PR and promotions is evolving.
James Stirling and Sarah Beaumont will provide an update on key projects and initiatives at the BBC.
Andy Varley from Insanity Group, Marcel Hunziker from Playliveartist and Camella Agabalyan from MAMA Festivals will talk all things social.
And then Mark Stein from Leaf Grow will talk social advertising; Timothy Armoo from Fanbytes will provide a crash course in influence marketing; and Kevin Graux and Nick Faber from Diabolical will discuss the latest trends in outdoor advertising.
11.30-12.00 THE POWER OF PLAYLISTS
Playlist pitching is now a key part of any music marketing campaign. But how does it work today and what will curation on the streaming services look like in five years time? Experts provide practical tips for playlist pitching in 2019 and look to the future of how music will be curated on – and therefore promoted to – the digital platforms of the future.
With Keith Jopling from The Song Sommelier; Sam Lee from Songular; and Hannah Beeching from AWAL.
12.00-12.30 WHY CONTENT IS CRUCIAL
A successful music marketing campaign needs a steady stream of compelling content. But what content? How can you make it when you are on the tightest of budgets? And what skills are needed within your marketing team to truly deliver on the content side of marketing?
With Dorothy Hui from Sony Music; Olivia Hobbs from Blackstar London; and Mark Butler from Good Soldier.
12.30-13.15 WHAT TO DO WITH ALL THAT DATA
The music industry is swimming in data which we all know we should be using to inform our marketing activity. Social data. Streaming data. Ticketing data. But which data really matters? How do you access it? And how do you ensure that you are even allowed to use it in the age of GDPR? The data experts line up with tips galore.
Malena Wolfer from Believe, Tom Burris from ie:music and Jessie Scoullar from Wicksteed Works talk all things digital and fan data. Then we put the spotlight on how to make better use of live and ticketing data with Adam Brooks from Ents24, Jason Edwards from Dice and Jon West from Ticketmaster.
14.00-14.15 RETHINKING MUSIC MARKETING
Music marketing has evolved a lot in recent years, with new tools, new messages and new influencers, and the need to keep talking about new releases for longer. CMU Insights presents a new report based on interviews with key music marketers working in labels and agencies, reviewing the changes and identifying the challenges.
14.15-14.45 FRONTLINE CAMPAIGNS
Given how music marketing has changed in recent years, what does this mean for the way new releases are now marketed? How are those campaigns structured and managed by the label and the artist’s other business partners? What skills and assets do you need? And how do you measure success in an age when sustained listening over time brings in the money?
14.45-15.15 CATALOGUE CAMPAIGNS
What impact has the shift to streaming had on the way labels market their catalogue? What does catalogue marketing involve in 2019? And what impact does this have on the way labels structure and manage their catalogue divisions? The experts discuss.
15.15-16.00 GETTING THE MOST FROM THE ARTIST’S MARKETING TEAM
When artists are in marketing mode a whole team of business partners step forward to help build a buzz, drive streams, sell tickets and grow the fanbase. Management, label, agent, promoter, a plethora of marketing agencies and the artists themselves all have a key role to play. How do you make sure this team works in sync so that all aspects of an artist’s marketing activity are coordinated and building on each other? Experts from across the wider music industry discuss and celebrate best practice.
With Alex Thomson from Greenhouse Group; Chloe Melick from Inside/Out; Jackie Eyewe from Atlantic Records; Jackie Wilgar from Live Nation; and Rachael Bee from iluvlive.
16.15-17.00 CASSANDRA GRACEY IN CONVERSATION
Cassandra Gracey is President of Sony Music’s ground breaking 4th Floor Creative division. At the conclusion of The CMU+TGE Music Marketing Conference, she will join CMU’s Chris Cooke to talk about her career to date, why 4th Floor Creative was launched, and how partnerships, content and analytics have become key for labels seeking to make their artists truly stand out.