Masterclass 17092014 Nordische Botschaften Felleshus Key points German recorded and media market still physical Album and CD driven Decentralized 16 federal states Specialized PRPromo services ID: 334726
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Slide1
Music Media Marketing
Masterclass
17.09.2014
Nordische Botschaften,
FelleshusSlide2
Key points
German recorded (and media) market, still physical
Album and
CD driven
Decentralized (16 federal states)
Specialized PR/Promo services
Longer timelines. Respect
deadlines.
Provide relevant assets/stories. PR’s aren’t magicians
Importance of UK/US media
Social
Media - not always as socialSlide3
German
recorded market
3
rd
largest
recorded music market
77,4
% physical sales / 22,6 % digital sales in 2013 (Streaming 4,7
%)
60,5
%
of the Top 100 albums were
national
repertoire in 2013 (comparison 2004 – 39 %)Slide4
German Media in general
The German music market
is
due to its size diversified and fragmented.
This also causes that the landscape for music media
is
highly specialized
It is often
organized regionally or diversified in terms of the various media
formats into Radio/ TV/ Print/Online Slide5
Listening habits
91
% of the girls and 89% of the boys states that listening to music is
the most
or
very important
media activity to them.
90
% of German
teens are daily/several
times a week
online. Nearly same
percentage watches TV
(JIM-Study
2013)
78
%
listen
to the radio
daily, but
only
21%
of girls and
24%
of boys read
music magazines
Radio, leading media format for music
(42.1 %). Online-radio at 8.8%, video-streaming 8.9%, audio-streaming 3.2 and premium-audio-streaming 2.4% (
BVMI). Slide6
Preferred media for music listening
Source: Jahrbuch BVMI 2013Slide7
Radio
Almost every
Bundesland
has its own radio station
-
the market for FM radio
is
very restrictive
Key
ones
for
„
new
“
music
:
WDR/
Eins
Live (
Ø
1 Mio listeners
p.h
.)
RBB/Radio
Fritz
(
Ø
79.000 list.
p
.h
.)
MDR - Sputnik (
Ø
141.000 list
p.d
.)
Private Radio stations:
Flux.fm
Online Radio
station:
Byte.fm /Detektor.fm / BLN.fmSlide8
Radio
The daytime is often regulated by a scheduled
playlist.
In
the evening
shows, editors
have more chances to place songs that wouldn´t fit into
the
daily programme
.
Public
and also some private radio stations
offer sessions
for
radio concerts
, live recorded sessions or studio visits. Slide9
Music in Print - Circulation
P
rinted
music magazines became
heavily
under pressure. The circulation of magazines is shrinking since years.
Still compared to other markets print is still very strong in Germany.
Daily
papers
and
weekly
magazines
,
like
Sueddeutsche
Zeitung
or
der Spiegel, die Zeit
feature
pop
artistsSlide10
Music in Print - Circulation
Intro
Magazine
(
120.000. Free
copies
)
Rolling
Stone
(50.600
)
Musikexpress
(51.000)
Metal Hammer (41.000)
Visions
(31.600
)
Rock Hard (30.700)
Spex
(11.500)
Groove (11.500)Slide11
The most important music online magazines are the online services of the
established music
magazines and broadsheets/dailies (from intro.de, Spiegel Online to more mainstream sites like lout.de)
There are music blogs in Germany but they
do not
play such
a significant
role, as in other territories
Video Platforms are quite popular in Germany
Tape.TV
/
Vevo
/
Muzu.TV
/
OnlineMediaSlide12
Social
Media Users GermanySlide13
Music in Television
The prior leading TV stations in the music sector - MTV and Viva aren’t relevant anymore
Niche broadcaster like Arte or ZDF
Kultur
/Neo have established own high-quality music formats like “Tracks” or “Open Air”
The boom for casting shows seem to be over in Germany.
There are
hardly
any
possiblities
to place emerging artists in German TVSlide14
The following
session - constrains
Genre
focus
:
pop
/rock/
indie
Formats
: Print
and
Online
Focus
on „
new
“
talent
and
how
to
break
into
the
market
Concret
examplesSlide15
Thanks!