This is the archived SXSW 2012 schedule. Please see the current schedule here.

Forget Radio. Let Your Fans Market Your Music

#sxsw #FanMarket

Radio no longer drives music sales - social does. In fact, if you get your strategy right, you can drive sales almost entirely through your existing fans.This panel session will be led by Crowd Factory CEO Sanjay Dholakia along with 4 other Music Industry Leaders who specialize in Social Media in order to look at new social marketing techniques that mobilize a fan base to rapidly build awareness and buzz around new music and artists. The discussion will focus around fan-fueled social marketing strategies being used by top artists such as Jennifer Lopez, Britney Spears and Robin Thicke as well as emerging artists such as Cady Groves. The panel will examine group deals in the music industry and as well as how radio has shifted to social. In addition panel members will provide tips for social marketing that work for both established and emerging artists including insights into the group deal that helped land Britney Spears' "Femme Fatale" at #1 on the Billboard charts.


Chris Mortimer Dir, CRM & Social Interscope

Chris Mortimer oversees fan acquisition & digital marketing initiatives across email, web, mobile and social media platforms for
Interscope Record's 100+ artists.

Cyndi Lynott Artist Mgr Stiletto Entertainment

Cyndi spent seven years working at major labels in New York City, moving up through the artist development, new media, sales, and marketing departments. While a product manager at Atlantic Records, Cyndi coordinated 23 album releases including Matchbox Twenty, Rob Thomas, Twilight Soundtrack, Eclipse Soundtrack, Straight No Chaser and more. In 2010 she moved out to Los Angeles to start her career in artist management with STILETTO Entertainment, and currently manages a diverse roster of exciting new artists.

David Bell Epic Records

David has 14 years experience in the music business having worked for Elektra Records, V2 Records and Universal Music Group. In his current role as Vice President, Digital Marketing and Strategy for Sony Music’s Epic Records, he is responsible for the creation and execution of all online branding and presence for the label’s roster. David also works with technology start-ups and their venture capital firms to identify new opportunities in the digital music space and structure partnerships that generate revenue and bring innovation advantages to the label’s digital engagement strategy.

David has worked for brand marketing agencies on accounts including Nike, Gillette and Toyota where he focused on reaching niche communities using a mix of online and offline tactics. He often integrated music and pop culture to generate an authentic message speaking to youth, not at them. As new models for the music business evolve, David is seeing his core experiences collide, and he’s pretty psyched about it.

David graduated from the University of Vermont with a BA in English Literature and received his MBA from Fordham University. He lives in Connecticut with his wife and 5,000 piece vinyl collection.

Kevin Monty Dir, Online Mktg Razor & Tie

As Director of Online Marketing, Kevin brings over 11 years of Music Marketing and Management experience to Razor & Tie. Prior to joining Razor & Tie, Kevin served as Manager of Marketing and Artist Development at the RCA Music Group where he was instrumental in campaigns for superstar artists including Dave Matthews Band, Daughtry, The Strokes, Velvet Revolver and many more. During his tenure at RCA, Kevin became an integral member of the founding team behind RCA's incubator label, Black Seal. Kevin began his career with the Vermont-based rock act Phish where he spent nearly five years. During his time with Phish, Kevin made significant contributions to the launch of the digital distribution platform, provided production support to countless live and studio recordings, and served as caretaker to the bands vast collection of audio/video recordings, merchandise, memorabilia and photography archives.

Sanjay Dholakia CEO Crowd Factory

Sanjay is the CEO at Crowd Factory, the leading Social Campaign Management Platform that helps marketers accelerate word-of-mouth marketing, quickly build their marketing database and acquire new customers from the Social Web.

Crowd Factory is used by companies such as Jive Software, Marketo, Hewlett Packard, Sony Music and many more to drive real business results every day.Prior to joining Crowd Factory, Sanjay was the Chief Marketing Officer at Lithium Technologies, the leading provider of Social CRM solutions. Dholakia also held senior management roles at SumTotal Systems, McKinsey & Company and Andersen Consulting. Sanjay holds a B. S. from the Wharton School and an MBA from the Kellogg School of Management.

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