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

Social Music Strategies: Viral & the Power of Free

#sxsw #poweroffree

Facebook is launching a massive music integration, casting a spotlight on streaming music subscription service partners MOG, Rdio, Spotify & others. Leveraging a free model as a viral strategy and/or a trailing tool (an up-sell to a paid premium model) has proven successful for newcomers like & Sirius XM, and will likely be a key strategy in subscriber acquisition through social music. In a major consumer shift away from music ownership, harkening a new culture where mainstream digital content consumption is primarily streamed from the cloud (or satellite) instead of downloaded, what recipe wins on Facebook’s silver platter? What should music services & content providers do to leverage new social opportunities, and how the carrot of freemium is baked into the carrot cake of paid subscriptions?


MODERATOR Eliot Van Buskirk Editor The Echo Nest/ Editor Eliot Van Buskirk has covered and occasionally anticipated music and technology intersections for under 15 years for CNET,, McGraw-Hill, and The Echo Nest. A regular guest on NPR, he plays a bass, rides a bicycle, and lives in Brooklyn.

Ime Archibong Strategic Partner Mgr Facebook

Ime Archibong leads platform partnerships in the music, video and tv industries at Facebook. Prior to joining Facebook, Ime was an Advanced Technology Business Development Professional at IBM where he focused on the licensing of IBM’s global portfolio of storage research technology. Ime started his career at IBM as a software engineer working in the Systems and Technology Group before moving over to corporate strategy, and eventually settling in business development. Ime holds a Bachelor’s of Science degree in Electrical Engineering and Computer Science from Yale University and a MBA from the Stanford Graduate School of Business.

David Hyman CEO MOG

DAVID HYMAN, a self-proclaimed music junkie, is CEO & founder of MOG Inc., a next generation music media company. MOG’s award-winning, on-demand subscription music service provides unlimited access to over 10 million songs from over a million albums through its mobile apps, online, & on streaming entertainment devices (e.g. Roku).

Rachna Bhasin Sr VP, Business Dev Sirius XM Radio

Rachna Bhasin is Senior Vice President, Business Development, Sirius XM Radio, reporting to the company’s President of Operations and Sales, James Meyer.

Bhasin leads SiriusXM’s business development efforts, working to identify, develop and execute new business initiatives as well as assisting in defining and executing the company’s business and market development plans as a leading provider of audio entertainment. SiriusXM broadcasts commercial-free music, and premier sports, live news, talk, comedy, entertainment, Latin programming along with traffic, weather and data services to 22 million subscribers.

Prior to joining SiriusXM, Bhasin has served as General Manager, Strategic Partnerships and Personalization, of Dell, Inc. and as Vice President of Business Development of EMI Music, North America.

She is a graduate of Victoria University of Wellington in New Zealand where she received a Bachelors of Commerce and Administration with Honors. She also received a Masters of Business Administration from Harvard Business School.

Billy Chasen Founder & CEO

Billy Chasen is the founder and CEO of

Prior to turntable he co-founded betaworks, where he created chartbeat, a real-time analytics service.

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