Ben Mathews
Certificate IV in Music Business
19/11/2010
Undertake marketing activities Manage distribution of music and associated products Coordinate production of brochures and marketing materials
Music Marketing Project
Ben Mathews 0830130
[email protected] 0417 365 866 Due: 19/11/2010
Page 1 of 15 of 15
Ben Mathews
Certificate IV in Music Business
19/11/2010
Marketing Plan For Fading Like A Dream
Artwork by Angus Daley
The sophomore EP by Thursday’s Page
Distributed and serviced nationally by Firestarter Music and Distribution Page 2 of 15
Ben Mathews
Certificate IV in Music Business
19/11/2010
Executive Summary:
In 2009 Thursday’s Page released their debut EP ‘Beyond Paradise’ to a near capacity crowd at the Rocket Room and followed it up extensively with shows around Perth and in regional towns. Although the EP hasn’t sold too well outside of live show sales, which appear to be the strongest point of sale for the act at this current point in time, they have successfully raised their profile and created an awareness of the band in the Perth music scene. The band returned to the studio in 2010 to begin work on what would become their second EP, titled ‘Fading Like a Dream’. The project is currently in the mixing and mastering stages and the act intend on creating a hype and publicity towards the EP’s release, aimed for May 2011. With occasional headlining and support shows lined up for the end of 2010 and beginning of 2011 the band will be creating awareness towards the EP. February 18th 2011 will be the release date for an online single from the EP. The track ‘Shivering’ will be launched at the Rocket Room and available as a free download after this show. This is to provide the Perth music scene and it’s punters a taste of what’s to come with the EP and generate a buzz on the band leading up to the EP launch. This report is going to propose the strategy that will be put in to the marketing plan in the lead up to the 2 launch shows in 2011. The final aim of the EP release is to not generate massive CD sales. It is to raise a higher local awareness towards the act, build reputation and continue to press local and national radio stations for airplay. While the music does have some commercial aspects to it, it also contains elements of hard rock, punk and metal. This creates a rather large demographic for the band to appeal to and there’s already many young and older fans, ranging from teenagers to people in their late 30’s/early 40’s. The music should appeal to anyone who enjoys rock music regardless of age or social status.
Page 3 of 15
Ben Mathews
Certificate IV in Music Business
Table of Contents:
Page 5
Situation analysis
Page 6
SWOT Analysis
Page 7
Thursday’s Page Biography & Contact Details
Page 8
Music Press & Radio airplay
Page 9
Online presence
Page 10
Product Summary
Page 11
Single launch marketing schedule
Page 12
Budgets
Pages 13 & 14
RTRFM Fresh Blash Sponsorship Information
Page 15
References
Page 4 of 15
19/11/2010
Ben Mathews
Certificate IV in Music Business
19/11/2010
Situation Analysis Market Situation:
Physical CD sales for a band without national exposure can’t be guaranteed in this day and age. A lot of people who hear an act on their local community radio station which they enjoy are more likely to go to the bands website, maybe a live show and then perhaps buy a CD. If someone in another state enjoys it but can’t get to a concert they will most likely check out the bands website and then may legally download the CD. This means for a local band trying to break the market the best avenue for selling physical CDs is at live shows. Having a good enough live show for the punters to want to spend their money on more than just beer and perhaps a door entry price is essential. This is not to say that the physical CDs should not be available at a store through a national distributor, there are still people who are big enough fans of music who will make the effort to go out and purchase music from their local record store. These people are a minority though. Vinyl sales are also on the rise, but not really a viable option with the budget of many local acts who should be aware they’re not going to sell much more vinyl than they will CDs, if any in the first place. For an act like Thursday’s Page, the best option is having well designed websites and putting on top class live shows which will in turn make the punters want to buy CDs, merchandise, tell their friends about the band and come back to see them again. Having a national distributer in place is also good to have, as they can take care of iTunes sales, the occasional record store sale and provide quarterly sales summaries. Competitive Situation:
Thursday’s Page is not the only alternative rock act in Australia, or even Perth, trying to crack the national airwaves and gain a strong local fan base. Having posters on the streets, getting regular mentions in street press and maintaining a strong online presence are all essential in trying to stay on top of this competitive situation. The more often people see the name the easier it is for them to remember it. This also means ensuring every live show is of the highest quality as you never know who may be in the crowd that will talk about the band. Attempting to crack national airwaves on radio stations such as Triple J is another highly competitive situation for an alternative rock act. The best angle to take at this stage is to have a national distributer servicing the music to all relevant radio broadcasters and promoters Australia wide. Having a reputable distribution company behind the band name, as well as some incredibly catchy songs, artwork, a strong bio/web presence and easy to find contact details are all essential in trying to get on top of a highly competitive situation. Macro-environmental Situation:
There are plenty of factors that can effect a successful CD release. Similar big name touring acts may be playing the same night or week. This is very hard to avoid as the tour may not be made public at the time of booking a local CD launch show. Weather issues, people don’t like to go out during a storm. If a whole bunch of more popular CD’s come out around the same time you might miss out on a mention or review in the street press. Page 5 of 15
Ben Mathews
Certificate IV in Music Business
19/11/2010
SWOT Analysis Thursday’s Page Single Launch February 2011 &
Strengths: •
•
• • •
EP Launch
Strong live show/songs Ability to promote a show and pull a crowd Good products Solid online presence Understand who to target and what support acts to put on
Weaknesses: •
•
•
•
May 2011 Opportunity: •
•
•
•
Chance to leave a lasting impression on the local music scene Possibility of live show and CD reviews in media Opportunity to expand on fan base, reach others who haven’t heard of the band After show word of mouth can really lift the bands profile
Threats: •
•
•
•
• •
Other touring acts that may play on the same night or same week that would take away target audience The size of venue is large, if not enough people show up could look empty Technical faults on the evening Media decide not to cover the show Bad reviews Weather
•
•
•
•
•
•
•
•
Use the strong show and music to make the positive impression required Follow up on all publicity to ensure the show is being marketed in every avenue possible Use the online presence to promote the hell out of the show Get support acts to also promote the show Use the online presence, advertising and free publicity to make target audience go to this show rather than a competitor. Offer incentives (door prizes/giveaways/che aper CD’s) Make sure all gear is working properly before show Persistence – make sure the media covers the lead up to the show
Page 6 of 15
•
•
•
•
•
•
•
•
Lack of a strong mailing list Not enough supporting shows to promote EP on live circuit Occasional unprofessional stage show Singer is not the best at talking between songs Fix the mailing list, start signing new names up at shows and asking online for interest Hussle promoters, bands and venues for support shows Extra rehearsals to ensure the performance and stage show is at 110% Have the singer script and rehearse in between song talk Early promotion of the show and continue promotions to lead up Use any negative feedback as reference for future shows Direct marketing in all areas target audience is, make them want to come to this show and not another Constant rehearsing and stage development
Ben Mathews
Certificate IV in Music Business
19/11/2010
Photo by Becky May Felstead
Thursday’s Page presents an open mixture of alternative rock that combines the heavy styling’s of 90’s alt-rock with upbeat indie pop sensibility. The band originally formed in the South West region of Western Australia and has been building a solid following in Perth since 2008, supporting the likes of The Butterfly Effect and headlining shows at The Amplifier Bar, The Rosemount and The Rocket Room. Drum media writes;
"Enter Thursdays Page. The five‐ piece flicked the volume switch north and
charged into a thrilling set. It was an intense brand of rock ala Muse and System of a Down, but they never got carried away. The singer hit the wavering Bellamy falsetto without much effort as the lead guitarist executed creative swings in rhythm and style that kept the audience engaged."
Members include Jake Hoskins on lead vocals, Glen Hagger on guitars, Phil Watts on keys, Ben Mathews on Bass and Ryan Ammon on Drums. Having released their debut EP 'Beyond Paradise' in 2009, Thursday’s Page have been working on their latest EP, Fading Like A Dream, due for release in May 2011. The first tease off the EP will be an online single launch in February 2011 of the track ‘Shivering’. Following the launch this track will be available as a free download through iTunes. FOR BOOKINGS AND ENQUIRIES:
[email protected] Ben - 0417 365 866 | Ryan - 0433 225 114 http://www.thursdayspage.com Page 7 of 15
Ben Mathews
Certificate IV in Music Business
19/11/2010
Some of the other things the music press have had to say: "Enter Thursdays Page. The five-piece flicked the volume switch north and charged into a thrilling set. It was an intense brand of rock ala Muse and System of a Down, but they never got carried away. The singer hit the wavering Bellamy falsetto without much effort as the lead guitarist executed creative swings in rhythm and style that kept the audience engaged." Brayden Edwards - DRUM MEDIA (Live review from The Prince of Wales, Bunbury) “By the time Thursdays Page hit the stage, it was clear who the audience was there to see. The Rocket Room was almost at full capacity and no one was left disappointed. As soon as the band started, vocalist Jake Hoskins showed his talent with an archipela opening before the band launched into their first song. Hoskins’ falsetto is amazing, and used at exactly the right times.” FasterLouder (Beyond Paradise EP Launch Review) “The band was good at controlling the mood of the crowd. In fact, at one point they had people climbing the walls... literally.” FasterLouder (Beyond Paradise EP Launch Review) “This EP proves that Thursday’s Page are a force to be reckoned with. They boast strong songs and an enthralling live show. Two thumbs up!” Chris Martin - SPACESHIP NEWS (‘Beyond Paradise’ Review) “Opening is the title track, which starts with some delicate guitar riffs and is quickly joined by some whispered vocals, keys, bass and light drumming. This shifts into heavier guitars and drumming and an almost wail before leading into the first anguished verse. This formula of contrasting from soft to loud, meshed with emotional lyrics and vocals is repeated throughout the remainder of the track and most of the EP with great effect.” Suzanne Oldfield - SPACESHIP NEWS (‘Beyond Paradise’ Review)
Radio Airplay:
There has been confirmed airplay on dozens of interstate and local community radio stations including, but not limited to; • • • • • •
Valley FM 89.5 (ACT) – featured on Upstream COWFM 107.9 (NSW) Noosa Community Radio 101.3FM (QLD) Radio Adelaide (SA) - featured on Up Downunder City Park Radio 103.7FM (TAS) – featured on Aussie Brew The Pulse 94.7 (VIC) – featured on Aussie Assault.
There have been other features and interviews on Perth stations; • • •
Twin Cities FM Radio Fremantle 107.9 RTRFM - features on Homegrown and Critical Mass.
Page 8 of 15
Ben Mathews
Certificate IV in Music Business
19/11/2010
Online Presence: Official Url: http://www.thursdayspage.com Myspace: http://www.myspace.com/thursdayspagemusic iTunes: http://itunes.apple.com/us/artist/thursdays-page/id314327999 Facebook: http://www.facebook.com/pages/thursdays-page/93817898046 Triple J Unearthed: http://www.triplejunearthed.com.au/thursdayspage WAM: http://www.wam.asn.au/WAMusicIndustryDatabase/BandDatabase/tabid/82/Default.as px?BandID=24907 Sonicbids: http://www.sonicbids.com/thursdayspage Spaceship News: http://www.spaceshipnews.com.au/thursdays-page/ FasterLouder: http://www.fasterlouder.com.au/bands/Thursdays_Page LastFM: http://www.last.fm/music/Thursdays+Page Reverbnation: http://www.reverbnation.com/#!/thursdayspage You Tube: http://www.youtube.com/user/thursdayspagemusic Page 9 of 15
Ben Mathews
Certificate IV in Music Business
19/11/2010
Product Summary
Artist:
Thursday’s Page
Album Title:
Fading Like A Dream
Digital Release Date:
TBA
In The Warehouse:
TBA
Physical Release Date :
TBA
Tracks:
6
Physical Packaging:
CD Jewel Case with 4 page booklet
Digital Packaging:
iTunes with printable album cover and track listing
Sponsorship:
RTRFM Fresh Blast Sponsorship
Labeling:
Firestarter Music and Distribution
Distribution
Physical:
Firestarter Music and Distribution
Digital:
iTunes
Pricing
RRP:
$9.95
PPD:
$6.22
Artist Share::
$4.35
Digital:
$6.99
Page 10 of 15
Ben Mathews
Certificate IV in Music Business
19/11/2010
Single Launch Marketing Schedule Weeks til Event
Week Starting
Tasks
Delegated To
14
9/11/2010
EP mixing and mastering and artwork finalisation process
Band, Glen & Angus
13
16/11/2010
EP mixing and mastering and artwork finalisation process
Band, Glen & Angus
23/11/2010
Discuss with Firestarter the finer details of the free online single and work out what needs to be done to achieve this
Ben
11
30/11/2010
Mixing and mastering of EP complete and ready for pressing. Any minor details need fixing ensure they are done so over the next week
Band, Glen & Angus
10
6/12/2010
Any minor details that needed fixing complete. Artwork complete this week
Band, Glen & Angus
13/12/2010
Have the free download cards ready for printing. Look at budget and decide how much new merch to purchase
Band & Angus
12
9
8
7
6
20/12/2010
27/12/2010
3/1/2011
Notes
Firestarter Music
Spaceship News, WAM, FasterLouder, The Gig Man, Perth Bands, JJJ, RTRFM,
Gig details in all online gig guides by this week
Ben
All poster/merch and other art for single launch ready for printing
Ben and Angus
Party week.
Everyone!
Contact RTRFM & other stations for radio interviews in the lead up to the launch
Ben
RTRFM, Radio Fremantle, Twin Cities FM
Posters printed and given to poster distributors
Ben
World Wide Print & Streetpitch
5
10/1/2011
Send EP off for pressing. All new merch for EP launch sent off for printing too
Ben
Firestarter
4
17/1/2011
Send off the first presser and single launch details and pre sale ticket details
Ben
X‐Press, Drum, The Wire, The Sunday Times
3
24/1/2011
Have the free download cards printed and ready at this stage
Ben
Firestarter Music
2
31/1/2011
Any street press advertising finalised, paid and ready for publication
Ben
The Wire Mag, Drum Media, X‐Press
1
7/2/2011
Ensure all street press gig guides have been sent event details. Any final pressers that need to go out must be sent this week
Ben
The Wire Mag, Drum Media, X‐Press
0
14/2/2011
Print out pre‐sale ticket list on day of the show
Ben
Moshtix
Page 11 of 15
Ben Mathews
Certificate IV in Music Business
19/11/2010
Budgets
Single launch marketing budget Company
Description
Price
GST Inc.
Total (Inc. GST)
Contact Name
Contact Email
Contact Phone
World Wide Print
200 x A3 Posters
$90.00
No
$99.00
Alan Faulkes
[email protected]
(08) 9226 2744
$75.00
Yes
$75.00
Michelle
[email protected]
0413 303 286
$265.00
No
$291.50
Matt McMullin
[email protected]
(08) 9228 9655
Drum Media
150 x Posters Distributed 2 x 1/4 Page Mono Ads
Total
$465.50
Streetpitch
EP Printing and merchandise prices Company
Description
Price
GST Inc.
Total (Inc. GST)
Contact Name
Contact Email
Contact Phone
Firestarter Music
500 x Replicated CD's with White Base, 4pp booklet, d/s inlay, assembled in clear jewel case
$1,254.00
Yes
$1,254.00
Heidi Weston
[email protected]
0409 071 908
Total
$1,254.00
TOTAL COST
$1,719.50
Page 12 of 15
Ben Mathews
Certificate IV in Music Business
19/11/2010
RTRFM Fresh Blast Sponsorship
The RTRFM Fresh Blast program, supported by Healthway and Community Road Safety Grants Program Funded by the Road Trauma Trust Fund, sponsors CD launches for Western Australian bands or solo performers who are willing to stage their launch in a smoke-free environment and promote the “Alcohol. Think Again” and “Don’t Drink and Drive” messages. RTRFM’s Fresh Blast Program provides over $2,000 worth of sponsorship towards your CD launch, including: •
A radio promotion package (30 Sponsorship Announcements) to help promote the CD
•
launch. A half-page advertisement in X-Press Magazine Up to $250 for any costs associated with the gig, e.g. venue hire, P.A. Hire, payment
•
to support bands, printing of posters and flyers, decorations, sound and lighting crew, etc. •
A radio promotion package (20 Sponsorship Announcements) to help promote the CD after the launch.
The Sponsorship Announcements won’t promote a gig but the actual CD and encourage people to buy it. This promotion will start shortly after the CD launch. A strong applicant needs to have a confirmed date at a venue (that does not already receive Healthway funding), with a CD ready to be launched and put into shops for sale. Furthermore to show that they are willing to promote the “Alcohol Think Again” and “Don’t Drink and Drive” messages and have disclosed to their venue that have applied for Fresh Blast sponsorship. The submission deadline is the first Friday of every month: •
•
Round 11: For launches in December – Friday 5 November Round 12: For laucnhes in January 2011 – Friday 3 December
Page 13 of 15
Ben Mathews
Certificate IV in Music Business
19/11/2010
To apply for Fresh Blast funding complete the Fresh Blast application form (download from below), include a copy of your CD and post to: Eloise Sweetman Fresh Blast RTRFM PO Box 842 Mt Lawley WA 6929 Please note terms and conditions of the 2010 Fresh Blast program are liable to change. Also note that there is an addition to the application form, a one page document to give to your venue disclosing the nature of the Fresh Blast Program and the advantages for the venue.
For further info contact the Program Coordinator, Eloise Sweetman at RTRFM on (08) 9260 9200 .
Page 14 of 15
Ben Mathews
Certificate IV in Music Business
References:
RTRFM, WA, 2010, Freshblast. Retrieved: November 16, 2010, from http://www.rtrfm.com.au/freshblast/
Page 15 of 15
19/11/2010
