Many web companies target the musician community for their first (and sometimes only) segment of users. Sometimes this works and the company is a success within the music space. Sometimes early traction with musicians is elusive and the company is forced to pivot to target a different customer base. This panel looks at why targeting musicians might be a good or bad idea, and how to be effective if you decide to do it. Panelists will include companies who have started and stayed within the music space as well as companies who have switched from music to another vertical. Some other important questions to consider: Should you think of selling to musicians more as consumers, prosumers, or small businesses? Is a one-time purchase, subscription, or advertising revenue model better when targeting musicians?
ALEXANDER LJUNG is founder and CEO of SoundCloud, the audio platform that enables anybody to upload, record, promote and share their sounds on the web. Since its launch in 2008, Alexander has been responsible for all aspects of the site's strategic vision and business development. Under his leadership, SoundCloud has quickly gained a reputation for being the number one platform available for audio creators to share, broadcast, track and promote their sounds. There are currently more than two million registered users and this number is growing exponentially.
Diana Garcia specializes in building and implementing innovative marketing strategies for artists and brands. Having over eight years of experience, she has worked with some of the largest acts in the world. Working alongside acts like Rascal Flatts, Madonna, Red Hot Chili Peppers, My Chemical Romance, Muse, The Subways, Kanye West, Alicia Keys, Brooks & Dunn, Dolly Parton and many others. Most recently, Diana worked with country megastars Rascal Flatts as Director of Strategic Marketing for Turner & Nichols Management. With Diana's expertise in fan management and grassroots marketing, she has cultivated one of the largest fan bases with artist Rascal Flatts. Focusing on data collection and word of mouth marketing, Rascal Flatts have built a loyal fan base with one of the largest fan clubs and mobile lists. Not to mention countless awards through fan voting and millions of albums sold worldwide. As Director of Strategic Marketing Diana currently woks alongside rising stars Easton Corbin and the JaneDear girls who both are proving to have a long lasting career.
Having worked in radio, video, marketing, record labels, and artist management, Noah has over ten years experience seeing the insanity of the music industry firsthand. As a consultant for artists including Avril Lavigne and Ani DiFranco, Noah helped create highly successful marketing campaigns (Avril, 14 million worldwide units of her debut album) as well as implemented business best practices and company strategy (Ani, overhauled entire digital operations and strategy for Ani and her record label).
Before co-founding FanBridge, Noah was a co-founder and principal of new-model indie record label United For Opportunity (UFO Music), which aimed to use technology and simple portfolio theory to improve the odds of success.
Noah is a graduate of the Leonard N. Stern School of Business at New York University as well as the first ever undergraduate winner of the Stern Business Plan Competition.
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