INDUSTRY Metallica biggest tour earner EVER

I would've thought it'd be U2 or the Rolling Stones, but with $1.4bn lifetime ticket sales it's the band who haven't recorded anything decent since 1991, when they recorded their 5th-best album...

Also loved the fact thrown in that the 2 biggest 'apparel sellers' (items of clothing sold) worldwide are NYC baseball caps and ... Metallica tee-shirts. Fond memories of the endlessly controversy-causing Metal up... tee from back in the day before that 5th album dropped, ripped to shreds at a Belfast death metal mini-festival!

https://loudwire.com/metallica-biggest-touring-band-ever/

Dennis Arfa, an agent at Artist Group International, feels Metallica can rightfully lay claim being the "biggest band in the world."  He explained, "Not only are they a stadium attraction, but they sell out in secondary and tertiary markets where you wouldn’t see many artists playing at all. The fact they can do the type of business they do all over the world – the two biggest apparel pieces in the world are a Yankees hat and a Metallica T-shirt. This isn’t a 10-year phenomenon, this is a stadium band since the mid-’90s and they have continued to win on the biggest levels, with $6 million-plus grosses."

MERCHANDISE an overview

TBC - I'll pull together a comp from the many, many posts on this when I've time...

MERCHANDISE Metallica tick off fans

These guys are becoming the Man Utd of music, squeezing every angle for money. It's not that long ago they launched their own whiskey line, now it's expensive ($125-500) watches, with 8 themes to pick from.

As they (almost) growled on Enter Sandman:

If I buy before I wake
I pray the lord my brain to take

http://www.blabbermouth.net/news/metallica-watches-have-arrived-video/

Here's a Ppt I put together analysing some samples of their merchandising.

Merch metallica from DB3igs

MERCHANDISING Kylie duvets furnishing fortunes

Reclining album sales? Why pop stars are making sofas not songs https://www.theguardian.com/music/2018/nov/02/reclining-album-sales-why-pop-stars-are-making-sofas-not-songs?CMP=Share_AndroidApp_Blogger

MERCHANDISE pinball wizard swimming shorts

There are some really strange merch ideas out there, not least from metal acts...

PROMO PACKAGE Slayer digipak, vinyl, figurine + promo videos

I mention beer as a great example of merch below - you can buy both Slayer and Iron Maiden beer in Luxembourg (Auchan), and Motorhead, plus some other branded wine/spirits if I recall correctly. That this is now a common strategy, especially in heavy metal, can be seen from a simple google ('heavy metal beer'). See this Pinterest for a gallery (pic, right comes from it):

A salutary lesson - I'd tapped out a lengthy post on a smartphone using the Android app ... only to see every word blink and disappear (possibly because the broadband connection flicked off). If using this very useful tool, its worth saving a few times to avoid the risk of this...

NB: As the article link contains a filter-unfriendly term, its below the read more line; the videos featured in the article contain uncensored strong language.  

Multi-editionalising has become the norm, certainly for rock/Indie acts

Here's a new example of a converged, web 2.0 promo package featuring a digipak, vinyl and download options, a range of videos/vodcasts, and even an expensive, limited edition figurine (which clearly anchors the core target audience as being male, and a significant chunk of this being older males, more likely to be able to afford such items!).

The Metal Eagle Edition of Repentless is also available. Made of aluminum alloy, measuring 15” X 17” X 3” and weighing in at a hefty 7.8 pounds, the Metal Eagle Edition will house a deluxe digipak of the new Repentless CD plus bonus material detailed below. The limited (only 3,000 copies worldwide) and numbered Metal Eagle Edition will be a direct-to-consumer item and available exclusively via the Nuclear Blast mailorder online stores.

You really should take note of this - regardless of how simple your brief might be, your ads should reflect not just a digipak but the wider range of options we expect to see today, and you could usefully (and very simply) spin off digipak designs into vinyl editions - after all, the digipak is in large part mimicking vinyl sleeves.

Thrash metal icons Slayer are signed to an Indie label, Nuclear Blast, who astutely exploit the potential of online tools to engage with the existing fanbase and target a new audience for their acts.

MERCHANDISING Whiskey in the jar - branded booze

(yes, a wee Thin Lizzy intertextual ref there...)


Here's yet more, including Indie rockers Shed 7: 
https://www.mirror.co.uk/3am/celebrity-news/iron-maiden-queen-madness-make-13639252.amp#referrer=https%3A%2F%2Fwww.google.com&amp_tf=From%20%251%24s

 frequently raise the point that digitization has meant that artists and record labels alike have sought to monetize other areas, and booze is a prime example of how wide this move into branded merchandising is. Take the example of Iron Maiden - they don't just sell one branded beer ... they have a whole website dedicated to their beer line! Smart branding.

See IronMaidenbeer.com.

There is an age check:


See TeamRock article for lots of other examples (and a nice Megadeth intertextual ref).

(and here's a further update:)

I mention beer as a great example of merch - you can buy both Slayer and Iron Maiden beer in Luxembourg (Auchan), and Motorhead, plus some other branded wine/spirits if I recall correctly. That this is now a common strategy, especially in heavy metal, can be seen from a simple google ('heavy metal beer'). See this Pinterest for a gallery (pic, right comes from it):

DIGITISATION MONETISING Crematory merch voucher with DIGIPAK

http://www.blabbermouth.net/news/crematory-calls-out-lazy-fans-for-not-buying-concert-tickets-threatens-to-split-unless-cd-sales-improve/

MUSIC INDUSTRY 2018 some pointers

This is a quick post inspired by encountering the site musicbusinessworldwide.com

UPDATE: Useful review of music video trends in 2918, including the return of mega-budgets for a handful of elite artists:

Drake’s mates and Taylor Swift’s cosplay: exploring the 2018 music video

https://www.theguardian.com/music/2018/may/19/drakes-mates-and-taylor-swifts-cosplay-exploring-the-2018-music-video?CMP=Share_AndroidApp_Copy_to_clipboard

I was looking for some info on the 1D GCSE exam case study but spotted a number of great articles on here. So here's a few pointers based on the site.

You can find a bullet list I previously did summing up some key music industry points (with many links to posts) here.

AS CDS DISAPPEAR TOURS ARE JUST THE TICKET: 1D EXAMPLE
A point I make many, many times: the traditional music industry model has been through disruption from digitisation (though it hasn't rebalanced the competition in favour of Indies; see Anita Elberse's fascinating analysis of how big 3 acts utterly dominate Amazon sales, making the 'long tail theory' seem absurd), so labels are looking for new revenue sources. Merchandise is a key factor - when I went to see The Wedding Present (UK Indie band) in Luxembourg last year, I got to chat to the singer after the gig, who was at the merch stall signing his own comic book range alongside the usual tee-shirts etc.

The likes of 1D aren't going to do that. They did sell VIP packages for gigs - something else I saw at a Depeche Mode gig, with multiple tiers including a basic that simply allowed you into the venue earlier to hear the soundcheck. I've blogged on Taylor Swift and Katy b Perry doing this, with fans paying a lot for a selfie opportunity. [meet-and-greets post]

The basic breakdown is clear though - most major artists (Indies too) will gain more from tours than album sales. Even combined with streaming (which is now bigger than physical sales and download sales combined) that remains the case. Getting onto TV ads, film/game OSTs are also potentially lucrative.

MERCHANDISING Thrash metal Pantera baby stroller

I kid you not... (think about it...) Pramtera?!

When you're looking at a website store, you should spot some examples of baby and child merch. I've given several examples before, so add this legends of thrash metal merch to the list.

For legacy or established acts like this it makes perfect sense. Pantera broke through in the early 90s with the classic Cowboys From Hell - caused my hair to reach out to others many's a time!

Therefore much of their fanbase are mature adults, often with families - and they continue to attract new fans despite being a defunct act.

http://www.metalsucks.net/2017/12/07/pantera-make-baby-strollers-now/

See http://daphyls.com/product-category/pantera/

MERCHANDISING Metal figurine toys put Maiden ahEddie

UPDATE: Maiden mascot Halloween masks! 

If you look back to the 70s, American glam-rockers KISS predated all of the merch ideas I've blogged on, flogging lunch boxes, PJs, basically ANYTHING they could shove a KISS logo onto (and make-up sets!)...

The Maiden masks are also an example of the metal/horror links. And let's not forget the Maiden pinball machine...

https://www.loudersound.com/news/iron-maiden-launch-new-range-of-eddie-halloween-masks

The e-zine MetalSucks is one of many to feature the release of new Iron maiden figurines...

MERCHANDISING Soot 4 loot NIN style

Another example of the infinite possibilities that exist for merchandising, and a novel way of making the audience feel a connection to the artist

http://www.metalsucks.net/2017/03/02/nine-inch-nails-make-dirt-now/

INDUSTRY 360 deals rip off or service?

Since Napster and its successors ate away at the CD cash-cow, the music industry has aggressively sought to develop fresh sources of income.

An exemplar of this is the now common 360 deal, wherein an artist signs over a percentage of rights to every money-making activity to their label - in return (in theory) for support from the label. It is a controversial practice from an industry historically mired in controversy over its treatment and exploitation of artists.

Excerpt from an interview featured on ezine Blabbermouth with the Staind frontman, & (above) Indie innovator Alan McGee (Creation Records) pulls no punches!

BELOW: a definition + research tips/examples

MONETISING, PROMO CAMPAIGNS, BRANDING The Pixies

a branded campaign

As good an example as any, they're highly active across multiple platforms, and even managed to persuade me to lash out on a vinyl copy of their comeback single Bagboy and EP after spotting a promo tweet. Like many who ordered this I don't currently have a record player - the package also came with download codes for high bitrate (quality) MP3s.

Old-school email is a tool they use very effectively - always integrating their other platforms when doing so. These screenshots largely speak for themselves:

• using staggered video releases to push new releases and tours alike
• they've recorded videos for every album (2) and EP track since re-forming, a growing trend (not least as YouTube plays themselves generate revenue)
• the range of videos work to both please their existing, ageing fanbase (the band date back to the late 80s and were a key influence on Nirvana) and to target a new, younger audience too (for sheer inspiration, I highly recommend viewing a batch of these and/or Depeche Mode videos)
• they offer exclusives to various online ezines; an advantage of multiple videos is that they can offer this to a variety of sites over time
• they highlight Twitter, Facebook and Instagram (plus their website), currently the big 3 of social media (surely users will tire of Twitter eventually?!)
• look carefully at the followers/likes numbers, and you'll get a good example of which platforms are most/least significant for a primarily mature adult fanbase
• the emails are not excessive, but often enough to keep prompting fans into potential purchase of recordings, merchandise or tickets, or at worst to view their video/s or visit their online platforms
• the branding is clear: the P in a circle at the bottom of the email; the banner/masthead across their online platforms pushing the latest album, and a consistent image for their user icons
• recordings are offered in multiple formats, including vinyl and boxsets
• there is also a link for streaming
• this is tied into multiple streaming platforms

Skip to 1:43 for 2nd question in this interview in which they discuss social media...(part of my extensive Pixies playlist)

a few of the emails The Pixies (... the marketing agency they've hired!) have sent me.

Details of the latest, plus screenshots from their platforms, are below the read more line

BRANDING DIGIPAK Anthrax album trailer, vinyl, digipak

BRANDING + MARKETING ACROSS MULTIPLE PLATFORMS

What you can learn from this example

- you should have a clear, consistent brand image and concept to promote
- that consistency would extend across multiple platforms and even merchandise
- most artists will change website banners, YouTube icon/banner (etc) to highlight their latest release or tour
- artists increasingly create video content that can be shared (ideally go viral) ... even short promo clips for an album with self-filmed interview-style footage
- artists also increasingly embrace and create content that was seen as typical of UGC/fan-made videos, notably the lyric video
- you can present research into any coursework topic by creating content that takes on a recognised media format: magazine feature, radio or TV interview/chat show appearance, e-zine interview (more informal, including setting), podcast ...
- the Anthrax Twitter's most recent update was on Record Store Day - formats like these are ideal to convey your grasp of industry topics like the role of vinyl; the issues around streaming and revenues; influences ... even technology ...
- ... it could the album producer, songwriter, video director, video editor or cinematographer (especially to discuss technology used: hardware or software) sleeve art designer, record label executive, band management, fans, ... there are many options. Great website content, research evidence, Evaluation content...

The self-produced Anthrax new album promo is like an interview or TV feature

Pics to be added - a bang up to date example of the multi-formatting that forms part of the marketing for many album releases now.

Unlike many other examples, this isn't a reissue - indeed, the thrash godfathers have put up a video of interviews to trail the album release, with the YouTube description featuring US and UK links for different formats.

Look out for magazine ads for this - drop me a link if you see one.

As usual, convergence is evident here: someone posted a link in a FB group pointing to a metal news site that had their own video which in turn linked to the band/record label's trail video...all accessed, viewed, clicked, read and blogged on through my phone - albeit pictures, saved from phone, formatting and tagging will have to wait til I'm sat at a PC/Macbook!

THE ANTHRAX ALBUM PROMO

ANTHRAX DRUMMER INTERVIEWED FOR AN E-ZINE'S PODCAST SERIES, AND E-ZINE ARTICLE ON THIS!

INDUSTRY ISSUES SUMMARY Digital streams past physical

IN THIS POST: extensive lists of points you might cover to demonstrate your grasp of the music industry. There are lists on digital disruption; the changing audience/producer relationship; the morphing album format; changes with music video ... A LOT of points are covered.
Use this post with DISTRIBUTION overview (especially for Eval Q3) 

Some thoughts and a list of various issues/examples linked to the impact of digitisation (and convergence - the two should always be linked) on the music industry, the album format and the music video, with some points on marketing (which the video is of course part of) too. I've blogged on everything mentioned below. Don't quote me in coursework - find the source/s I've used or do your own search for other quotable media articles.

INDUSTRY It's the Vinyl Countdown

Here's why including a vinyl (limited) edition, as the Joy Division group did a few years back, alongside the digipak makes sense...

Sales of vinyl could hit 2m in 2015, and have now been given their own chart by the official top 40 company.

Expensive remastered vinyl packages continue to abound, especially from longer established acts. Adam Ant (huge in the early/mid 80s), for example, is currently taking one past album at a time and reissuing in vinyl as a set with plentiful unreleased material and plush packaging as part of the deal. How does £40 for a Dirk Wears White Sox package sound to you (£60 if signed)? [update, 2016: limited stock/offer, here's the main store link]

UGC unboxing digipak/special editions videos

This is primarily an audience, UGC activity but as with lyric videos artists themselves, as one means of seeming to put themselves on a level with their fans (uses and gratifications), have engaged in this.

Below: James Hetfield (Lars?) unboxes a deluxe re-release - useful on multiple levels:

• the importance of repackaged re-release sets
• re-mastering
• outtakes, demos, alternative versions
• live recordings
• multi-format: CD, DVD, LP
• vinyl and Record Store Day
• additional media: book and patch
• sold through the band's website
• the normally UGC of unboxing

See Blabbermouth e-zine article.

WEBSITE Doors bundle t-shirts and vinyl with Light My Fire re-release

IN THIS POST: Discussion of a heritage (60s/70s) band's use of merchandise and social media; analysis of their website including detailed denotation of the features, with screenshots, and a look at their social media integration and audience interaction (or lack of...).

This isn't The Doors' main website (though that is linked, and everything here IS featured and sold through their website too), but an online retailer that sells their merchandise, and markets this (I came across this via a Facebook update of the official Doors page, screenshot below the line). 

This is a further sign or evidence of the re-emergence of vinyl, plus the centrality of merchandise (especially when touring isn't an option) to monetise music.

below - analysis on assessing target audience (core/primary and secondary) + more images + detailed analysis of their website...

INDUSTRY Oops I Did It a Game: Play Britney!

Yat another way of making up for losses of recorded music revenues: games for mobile platforms...

Hyperlink below the line