Music Media Marketing Masterclass 17.09.2014 Nordische Botschaften, Felleshus

1. Music Media Marketing Masterclass 17.09.2014Nordische Botschaften, Felleshus

2. 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 social

3. German recorded market • 3rdlargest 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 %)

4. 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

5. 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).

6. Preferred media for music listening Source: Jahrbuch BVMI 2013

7. Radio • Almost every Bundesland has its own radio station - the market for FM radio is very restrictive Key onesfor „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.fm

8. 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.

9. Music in Print - Circulation • Printed 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 papersandweeklymagazines, likeSueddeutsche Zeitung or der Spiegel, die Zeit featurepopartists

10. 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)

11. OnlineMedia • 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/

12. SocialMedia Users Germany

13. 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 TV

14. The following session - constrains • Genre focus: pop/rock/indie • Formats: Print andOnline • Focus on „new“ talentandhowto break intothemarket • Concretexamples

15. Thanks!