Terry McBride Save the Music Fan Video Seminar

Terry McBride Save the Music Fan Video Seminar - Key Points...

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1/31/2008 1 Terry McBride, Founder & CEO Nettwerk Music Productions From www.savethemusicfan.com May 30, 2007 Vancouver SYNC Video Seminar Key Points / Lessons • Perspective Exercises – how your perspective makes you see things Sandbox & Sandcastle versus Beach metaphor • Music is not a unit. – It is an emotion that creates a bookmark. Heritage Artists • Sell to a behaviour. “response-based marketing” “adaptive behaviour” – the hallmark of the independent! • Push means forced to behave in a certain way – controlling how consumers consume music • e.g. early days of radio constrained by publishers of sheet music – required legislation then music sales explode; radio was all about Push versus Pull theory of marketing push • e.g. VHS & BETA would destroy movie industry now DVD’s 70% of revenue; • Litigation is about control. • Suing the consumer is foolhardy! Won’t solve it! E.g. Intro of CD (not locked down) – It led to behavioural change. – Now you could PULL favourites quickly. – Could be considered a Driving Force. – Suing Napster actually helped growth! (notoriety among college students) •K e y elements resulted: Push versus Pull Theory of Marketing (cont…) 1. Peer to Peer (P2P) sharing & recommendation: 2/3 of all commercial goods sold this way currently 2. Path of least resistance (ease of getting what was recommended) Irony: Venture Capitalists offered music
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This note was uploaded on 02/26/2010 for the course ITM ENT526 taught by Professor Wise during the Spring '10 term at Ryerson.

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Terry McBride Save the Music Fan Video Seminar - Key Points...

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