Going D2F To Sell Music Online

A presentation from a webinar on selling music directly to the fans online. What is D2F? How to create an irresistible offer? What tools to use? It's all here.

Transcript

1. GOING D2F TO SELL MUSIC ONLINE
2. ANDREW APANOV Do#ed  Music  CEO,  music  marke4ng  consultant,  ex-­‐Editor-­‐in-­‐chief  of   Ul4mate  Guitar,  author  of  the  Stand  Above  The  Noise  video  series,  blogger. h#p://andrewapanov.com
3. ASK QUESTIONS DURING AND AFTER THE WEBINAR: #Do#edMusic (TWEET WITH THIS HASHTAG)
4. WHAT ARE WE TALKING ABOUT TODAY?
5. THE ARTIST - FAN RELATIONSHIP (BEFORE) ARTIST LABEL, PUBLISHER, MASS MEDIA ETC. FAN
6. THE ARTIST - FAN RELATIONSHIP (NOW) ARTIST FAN
7. THE ARTIST - FAN RELATIONSHIP (NOW) ARTIST FAN Some  only  no4ced  the  absence  of  the  interlayer...
8. FANS ALWAYS WANTED TO BE A PART OF AN ‘INNER CIRCLE’. TO FEEL SPECIAL. FANS WANTED THE EXPERIENCE.
9. BUT NOW, THEY DEMAND IT. AND HAVE A RIGHT FOR THAT
11. D2F IS ABOUT: 1.  Embracing  the  changes 2.  Bringing  more  value 3.  Accep4ng  fans’  money Having  a  strong  online   brand  and  trus4ng  people Crea4ng  lots  of  free   content  and  campaigns Charging  for  some  of   your  content
12. MONEY... YOU MENTIONED MONEY?
13. D2F HOW IT CAN BRING YOU $$
14. $15 $0 $5 $3
15. •Scarcity:  create  a  limited-­‐4me  offer •Exclusivity:  your  offer  shouldn’t  be   available  anywhere  else •Uniqueness:  offer  a  bundle  containing   unreleased  tracks,  demos,  VIPs,  remixes   etc.  Or  pack  it  with  videos  and  photos! $15?? OR WHATEVER YOU WANT TO CHARGE
16. OK, I HAVE GREAT MUSIC TO SELL... HOW TO DO THAT?
17. THE TOOLS • Allow  to  sell  digital  music • Accept  PayPal  or  CC • Have  embeddable  widgets • Collect  email  addresses • Cost  li#le! • Look  good  on  mobile • Include  cool  features WHAT DO WE WANT THEM TO DO?
18. Service Custom   Price Embeddable   Widgets Email   Capture Physical   Products No  Income   =  Don’t  Pay Small  Or  No   Service  Fee Bonus   Features TOPSPIN GODIRECT BANDCAMP OFFICIAL.FM NOISETRADE LIMITED RUN SELLFY COMPARING POPULAR D2F APPS
19. Service Custom   Price Embeddable   Widgets Email   Capture Physical   Products No  Income   =  Don’t  Pay Small  Or  No   Service  Fee Bonus   Features TOPSPIN GODIRECT BANDCAMP OFFICIAL.FM NOISETRADE LIMITED RUN SELLFY COMPARING POPULAR D2F APPS
20. HERE’S HOW AN INDIE ARTIST SAM KDC MADE $1,000 WITH OFFICIAL.FM IN TWO WEEKS
21. HOW? LET’S LOOK INTO THE SAM KDC CASE STUDY http://official.fm/playlists/RAVT
22. ANALYZING THE SAM KDC CASE STUDY 1. CREATED A SIMPLE AND CLEAR OFFER • Dedicated  customized  page • Cover  artwork • Ability  to  listen  to  all  songs  in   a  player • Call-­‐to-­‐ac4on,  a  bu#on  to   buy  in  one  click • Simple  sharing  process
23. ANALYZING THE SAM KDC CASE STUDY 2. TALKED DIRECTLY TO THE FANS
24. ANALYZING THE SAM KDC CASE STUDY 3. GAVE FANS REASONS TO BUY Support  of   the  ar4st Exclusivity Personal   and  sincere
25. ANALYZING THE SAM KDC CASE STUDY 4. FOUND SUPPORT FROM MEDIA & INFLUENCERS
26. ANALYZING THE SAM KDC CASE STUDY 5. THANKED THE FANS
27. WHY OFFICIAL.FM? •Fully  custom  branding •Easy  way  to  share •Payment  model:  pay  $5/mo,   only  if  you  earn  ≥$30 THE APP’S FEATURES SAM KDC PROFITED FROM
28. YOU HAVE THE TOOLS. NOW, ACT.
29. TAKEAWAYS • Adjust  your  mindset  to  the  changing  music  industry • Give  fans  what  they  want,  and  enjoy  the  process • Engage  audience  with  interes4ng  free  content • Offer  fans  something  special,  give  a  reason  to  buy  it • Use  a  tool  that  works  best  for  your  current  needs • Deliver  the  message  directly  to  fan,  encourage  to  share • Look  out  for  support
30. THANK YOU! FACEBOOK.COM/DOTTEDMUSIC