Myspace... The Next Generation

Different discussions this week have led me to several different blogs that relate to changes in outdated business models that are now being re-invented and re-launched, based around: current events, trends, and marketing efforts in today's world of the entertainment industry. One that I feel most suited for this week's blog entry, is entitled: “Can Myspace’s Grand Experiment Help Save the Music Industry” written by: Abbey Klaassen of Ad Age Digital.  This particular blog explains how Myspace is attempting to throw traditional banner ads out the window and embrace large corporate sponsorships in a way that links popular social networking with major music labels.

This new concept will practically re-invent what Myspace has been known for and offer groups the ability to provide individual downloads to what CEO Chris Dewolfe is now calling “The Infinite Playlist” catalogue.

The newly re-emerging company will try to include a marketing mix of traditional television advertisement marketing and the 25 billion dollar per year domestic web-based advertising.  With over 300 people reported on the new Myspace sales staff and an additional 250 people in the Myspace sales-development staff, the potential for success in this endeavor is much greater than that of older competitors that have fallen by the wayside. Including: Napster, Qtrax, and Spiral Frog.

Utilizing this approach, similar to how television provides free programs to those who watch the commercial advertisements, will make the Myspace platform work similar to how radio works with local area business and larger business chains.

There has been no discussion on the total cost of the ads Myspace will sell companies but, the professional interest in this plat form has been gaining interest for quite some time now. According to Anja Carroll of Carroll marketing, the director of marketing for McDonald’s USA:  "This MySpace venture was very appealing, as it is one of the best opportunities we've seen that combines the elements that matter most to music fans and users".

Three different opportunities, pertaining to a marketing mix around my company idea would include:

Opportunity 1: Tapping into existing marketing strategies

Explanation: In many ways, existing marketing strategies reach an already large number of consumers. Though the idea of my management company’s corporate marketing strategy differs from its consumer marketing strategy, the idea is basically the same. Generate business through reaching a large number of talent and industry professionals. Existing strategies include: Magazine & Newspaper Ads, Television Advertisements, Outdoor billboards, Direct Mail Pieces, etc.

Opportunity 2: Social relationship marketing

Explanation: Social relationship marketing is one of the most important forms of marketing in today’s industry. Giving the talent buyer or average consumer the ability to “Follow” the company’s growth and artists, as well as track progress through social platforms like: Facebook, Twitter, Blogger, and the multitude of others, the consumer has the ability to follow the company and its represented artists in what some consider real time. A great article on merging traditional direct mail pieces with real-time social media can be found on the link to a blog called “Launch”.

Opportunity 3:  Tapping into integrated marketing communications.

Explanation: The idea behind tapping into an integrated marketing strategy revolves around unifying the brand’s message to the public through a multitude of different mediums. Utilizing different aspects of all forms of advertising, Including: Company PR Reps and inside sales people, giving the organization the ability to speak with one true voice instead of different voices through only a handful of outlets.

Realistically, a newer company would blend an integrated marketing campaign, with a small sales force and one on one communications; incorporating an ethically sound guerilla campaign in conjunction with a huge social media push and internet marketing campaign. Then, grow its brand awareness and advertising budget by an even percentage as the company itself grows.

Inspiring Audiences Through Compelling Presentation

Normally, I post about specific music related topics in my blog. This week, I want to cover a topic from my favorite TED speaker. The presentation is called: “Achieving Your Childhood Dreams”, by: Randy Paushe, is full of fantastic examples of how to effectively communicate, use compelling images and examples in one’s presentation, great use of simplicity and slide design concepts, and how to memorably convey and communicate presentation messages through personal experience and physical examples.

This blog based on how Mr. Paushe used the elements and structure of persuasion to overcome the, “brick walls” in pursuit of his personal childhood dreams.

Mr Pausch, from the start of the lecture, exercises his ability to “Speak from authority” and with “Logic”, explaining his personal struggles with cancer and the fair reasoning behind his ultimate outcome of this ailment. Pausch uses a well-planned, verifiable, thought based system of facts, to establish, not only his credibility, but also overcome “division”, by establishing rapport between himself and his audience.

Perhaps, one of my favorite examples of how Pausch utilizes “The structure of Persuasion” is during one of his personal “Brick Wall” stories, relating to publishing a paper, through research with Disney’s “Imaginarium” department. When faced with an initial “no” answer from the dean of the University of Virginia to move forward on researching for this publication, he very cleverly takes a step back to “Identify and Isolate” the true problem within the situation, being the dean A. Not understanding how important and significant the research is to future generations, and B. Wanting Disney to amend the intellectual property clause in the agreement for the overall research. Mr. Pausch then “Identifies the Cause” of the issue itself and “Establishes Common Ground” among himself and the dean, realizing the actual cause of the issue was due to “not knowing if the paper itself was a good idea” beneficial to the school and future Virtual Reality Research. (Showing intellectual negligence on the dean’s part) Next, Pausch attempts to “Formulate and Workable Solution” by finding an action-able, alternative that is personal and immediate, by double checking which department is actually in charge of making intellectual property decisions for the college itself; turning out to be a division very different from the scope of what the dean is required and/or qualified to do. As Pausch entered the Dean of Sponsored Research’s office, he then proceeded to “Speak to the Heart” of the administrator in charge, speaking logically and with great excitement and enthusiasm on the subject matter, gaining himself the permission needed to go research and publish the paper.

Perhaps, my second favorite aspect the lecture, is how, Mr. Pausch understands how people typically settle or compromise their own personal ambitions to appease others. His ability to create rapport with the audience by infusing humor, personal stories and physical examples and images, is very effective in his overall message of how people can actually achieve their own personal childhood dreams. Mr. Pausch touches on some of the irrefutable laws of leadership, which also shows great character and the understanding of how important mentoring and legacy is to one’s personal contributions to society.

The tone of Mr. Pausch’s lecture is very uplifting and positive. I feel that his terminal condition has no bearing on what a great lecture he’s provided. In the beginning of the lecture, his slide on what he wasn’t going to talk about it the lecture set the overall tone of the event.

I absolutely believe that his speech would’ve been just as effective either way and truly understand more about the incredible person he really was, from this presentation and his stories. Pausch spends a great deal of time enlightening and engaging the audience on “how to lead their lives” and how to develop their own abilities to overcome and lead in the same way as he has, and the others before him.

I think the only other major difference in the lecture would be his dedication of it to his kids at the end and perhaps bringing his wife on stage for the birthday cake.

This is the type of presentation all educated people should strive for. It embraces aspects of many different genres of sociological thinking and cognitive approaches to persuasive speaking, simplicity in design and appealing to the senses and sole of the audience.

I was fascinated by it and walked away after 1:16:27 with an understanding for how appealing, entertaining and effective a lecture and presentation can and should be.

Please click HERE for more inspirational and amazing speakers on TED.

The South By Southwest Conference

Every major player in the world of music has the South By Southwest music conference at the forefront of his or her frontal lobe.  Started in 1987, the SXSW festival featured only 700 attendees, but now features over 12,000 registrants for just the music portion alone. As of 1994, film, television, and interactive aspects of the SXSW festival have been included into the organizations mission in order to help artistic individuals and companies reach the masses, and other professionals within the entertainment industry. A trade show of this magnitude features over ninety live music venues, two thousand artists, and represents both business and performing talent from over fifty countries.

The main goal of the SXSW film festival, according to Ana Cantu of About.Com is to give filmmakers and cinephiles the opportunity to network and learn about new industry trends and technology. One notable service that is offered by the organization is the Interactive Festival, where consumers wanting to be at the forefront of technology and social networking can take advantage of expert interviews, expert panels, web designers and developers, influential bloggers, and new media experts; just to name a few.

Dates for this festival are March 9^th – 18^th and prices for this type of festival range from $300 - $1200 dollars, depending on which aspects of the event the consumer would like to attend, and for the live music portions, Austin’s famous Sixth Street is where a multitude of global talent can be found showcasing.

Marketing for this type of event is year round. Relying on many different sponsorships and outlets, including: Miller Lite, Sonic Bids, Chevrolet, Pepsi, Doritos, AT&T, and the IFC, just to name a few, drive a large portion of the advertising momentum that generates a portion of the event’s success, but also relies heavily on past experiences and word of mouth advertising.

Perhaps one of the most important aspects of what the SXSW festival has to offer is the ability to learn from a panel of industry professionals, with special demo listening sessions and one on one artist mentoring. These two types of programs, among many others, are designed to get participants direct access to industry professionals that have agreed to dedicate their time to helping improve the artist’s chance of success, through viable advice and career suggestions.

The South By Southwest festival has too many great features and benefits to name in a single blog; however, there is no shortage of opportunity and excitement at this event/ Showcase. There is absolutely no wondering why the growth of this experience is practically unstoppable.