Ethan FS Final

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Spring 2019, Class Site
Enterprise Page Class wiki
Down Wapiti
To Gallery a Cloud Ground Spotify Link Music Marketing Survey Form

Enterprise Idea

What is this entity?

Down Wapiti seeks to first focus on marketing my debut album with the intention of further marketing my own work in intimate ways such as postcards and stickers and newsletters while also helping other artists working at the intersection of music, sound, and environmentalism to help their work reach new audiences. Down Wapiti can accurately be depicted as a record label because a record label is an entity whose primary, and arguably sole, purpose is to market music through social media, touring, merchandise, radio, and other promotions. I seek to market music through deft, non-digital techniques while aiming for carbon neutrality. I am also thinking about having the marketing take place in a co-operative type manner. The product of Down Wapiti currently is my music, as well as other merchandise like stickers, postcards, and CDs which are marketing tools and consumer products as well.

Finding creative ways to market is the primary function of this page, because it is the primary purpose of this entity and other labels.

The most important part this year is building my base and refining my marketing tactics for my release so I can credibly accommodate and help other artists who submit their work to be featured in Down Wapiti newsletters, and hopefully later this next winter, a publication.

Vision

-Carbon neutrality

-Intimate interaction and marketing

-Depth and distance

-Music and art everywhere, more entwined

in the near…

-Release kinetic, comer music

-Emphasize intimate, artistic, and clever marketing techniques that are primarily non-digital

-Use as few digital platforms as we can and as critical participants while expressing the work through digital mediums as a deconstructive and retrospective tool

-Establish a music community based on reciprocity and kindness

-Fund new work through crowdfunding projects and merchandise sales

Commit to transparency and carbon neutrality

…in the yonder...

-Feature and market the new or old work of selected independent musicians who are working across multiple disciplines 

-Create a digital and, in time, physical space for musicians, musicologists, sound artists, and acoustic ecologists that work at the intersection of climate justice and music, to find and realize each other and their work.

-Reinvigorate retired, quirky, or transient indoor and outdoor spaces into musical and artistic sound playgrounds and installations

Carbon Neutrality

Carbon neutrality is an aspiration, not a present reality. I think, at least in terms of how experimentation goes, that if I can grow Down Wapiti considerably through recycled postcards, snail mail, and stickers, then it will be much easier to transfer over to full carbon neutrality.

In the meantime, I have set up a WWF (World Wildlife Fund) Fundraiser that I will be sharing in the coming weeks that offsets the carbon used by sending things through the mail and manufacturing.

Note that the manufacturers I use are EcoEnclose and Atomic Disc, who are both environmental leaders in their respective manufacturing fields.

Eco Enclose Atomic Disc

Customer Segments/Target Customer

A music consumer who is young, college or high school aged, or adults between 25-40

This customer lives in cities with established or up and coming music and arts scenes

Their level of education is moderate to high

This customer care about intimacy in a relationship with their music

They care about the environment and supporting businesses who also care about the environment

They are working with interdisciplinary mediums

Marketing

-Strong online web presence, instagram

-Postcard marketing through the "chandelier" tactic

-guerrilla marketing

-word of mouth / referrals

-email and newsletters

-loyalty or membership programs

Chandelier Marketing vs Conventional Measures

The idea of chandelier marketing comes from the chandelier which is featured in the covered art of my debut album. A chandelier also serves as a sound visual and metaphorical representation of how I want to market my music, which is passing on a light to different tiers of people, through other people.

The idea is that I gift a certain type of merchandise, namely postcards and stickers, to friends who then in turn gift these to their friends.

Street Art Marketing / Co-Operative Marketing Idea

When I took my term off school, I would put stickers from my album in different places so that perhaps someone would recognize the stickers if the Down Wapiti community ever got big enough. I intend to do the same thing as I continue traveling.

I also spoke to Charles about the possibility of co-operative marketing, which could look like giving people the opportunity to have some kind of membership to Down Wapiti for contributing an investment in the music group.

I have also thought about having there be a program for college students to earn some kind of money or merchandise by marketing Down Wapiti work on their social media platforms. I am going to experiment with this this week (May 1) to and post pictures that say something like "first 10 shares on instagram get a free sticker."

Newsletter

The newsletter is called The Chandelier. I have released the first issue which is photographed below. My intention with the newsletter is to have updates on music and art when relevant. In the coming weeks my focus is going to be featuring poetry that I wrote that relates to my album and trying and have readers refer each other grow an interested base of listeners.

Playlist and Email Outreach

Over the past two weeks, I have been emailing copious establishments that I have had experiences in to inquire as to whether or not they will be willing to check out my album or feature a song on their playlists. I have described my experience there, and have been sending individual and intimate inquiries through instagram, facebook, and email. I have found that facebook inquiries are most responsive.

Website

The first iteration of the website is mainly informative and visionary and is not yet full of content. By this I mean, there is currently a contact page, a store with three items (sticker chandeliers, individual stickers, and CDs) and

Funding

Crowdfunding for new work, and kickstarter for the label this year merchandise sales

Manufacturing

I also desire to find a way to make these devices in a way that is not harmful to the environment to the best of my ability. I would like to research ways to use recycled plastic or other materials to manufacture such products, and I am already planning to work with eco enclose and atomic disc who produce high quality eco-friendly products.

Target Customer

A music consumer who is young, college or high school aged, or adults between 25-40 This customer lives in cities with established or up and coming music and arts scenes Their level of education is moderate to high This customer care about intimacy in a relationship with their music They care about the environment

Pains

How to get customers to interact with a label in a unique way How to market a first release or the vision of the label to their work Get musicians and sound artists to submit their to a new entity Marketing How to get customers to purchase and thoughtfully utilize the march and marketing tactics offered

Gains

Part of a music community that is also looking at music and sound in the anthropomorcene Gain benefits of new marketing tactics Customers gain hitch quality work and intimate marketing form musicians

Services We Offer

Merchandise

Marketing tactics that are created with artists and align with artist values

Submissions for bi-annual print publication for feature artists

Open calls for events and news, releases

Create source of relief while participating in a music community

Street team members can be away for college kids to earn money while spreading the word about sound art projects and music

Create sense of intimacy in menial and oversaturated environment

Questions

What kind of music do you prefer?

Do you engage with music alone or with groups and when?

What modes do you use to listen to music?

Are you more or less likely to form a relationship with an artists music if they reach out to you personally?

Are you more or less likely to listen to music is a friend referred you?

What attracts you to artist social media content?

Are you more or less likely to engage with social media accounts that include video content or music that has video?

Do you buy merchandise from artists you support? What kinds?

Do you share what you stream online?

What would you like to see in respect to the ways musicians interact with their audience?

All questions/ marketing survey response ——


Assumptions and Hypothesis

Need—

a. People want to engage with musicians in a more intimate level, that is perhaps non-digital

Feature—

b. postcards, snail mail

Question—

c. How can I measure success in a non quantitative way if I am sending friends snail mail

Solution—

d. The chandelier postcard marketing tactic

Success—

e. Success will look like 3 more orders of chandeliers stemming from one given bundle

If we supply 20 people with postcard bundles of 14 cards (I know these people directly) then 90% will participate in this act of postcard marketing

If we tell 20 people to purchase a chandelier for a friend then 79% will use the postcards and get their friends to forward but likely only 30% of the tertiary layer of friends who receive these postcards will forward such bundles?

Question—How many people are buying bundles of postcards? Using the assumptions we'll be able to measure this hypothesis.

If we spend resources and energy to get customers who don’t personally know an artist, then 20% will actually buy a chandelier and use it within 10 days of their purchasing.

Questions—How many people are buying chandeliers? Using the assumptions we'll be able to measure this hypothesis

If we translate our reach through postcards and show this to the community in a digital way like in an outreach then customers will be 50% more likely to buy a chandelier than without digital / visual representation?

Assumption— people will be willing to upload their location.

Question—How can I translate growth into a map and how can I ensure it is a somewhat accurate reflection of growth? Maybe people don’t want to upload their locations.

Music Marketing Survey Questions and Responses

The MVP iteration for this first test are Chandeliers that are not postcards, but rather stickers that are already in stock and can be circulated to connect consumers with a brand image. The MVP will include information about how and where to access the music. They are made with personal notes and are wrapped individually as presents.

Based on responses from people who have received such stickers or have been given stickers from a close friend, they said that they have interacted with the music as a result of seeing the image and that their friends had also enjoyed receiving them.

I would like to devise a way to check

The next MVP iteration will be dependent upon user response, and will likely take the form of postcards that are spread throughout the campus or online postcards that have intriguing art and poetry on them.

Both MVPs are not only a product, but are also multi-layered marketing tools. One way in which to analyze user engagement is QR Codes and keeping up with statistics on how many times profiles and webs have been viewed.

Music Marketing 2019 for Future Studio.csv (2).zip

Business and Impact Assumptions

My target customer is high school and college aged

——The problem my customer wants to solve is getting away from energy sucking digital feed and a lack of new music or intimate engagement

My customers needs can be solved with friendship, intimacy, cleverness, quality content and a gift!

My customer can’t solve this today because there are not many labels or artist approaching marketing in quite this way so I hope to fit a unique niche

——The measurable change my customer wants to achieve is overall happiness and intimacy in a relationship with their music and music marketer (if an artist or a consumer)

My primary customer acquisition tactic will be loyalty programs such as co-op membership via street team and word of mouth postcard marketing

My earliest adopter will be young college aged individuals looking for an intimate music community

——I will make money by: merchandise, membership, crowdfunding

My primary competition will be other musicians, labels, music marketers

I will beat my competitors by creating more unique and innovative techniques that are both tangible and digital, and embrace a "retro" aesthetic while other marketers hyper-digitize their strategies

My biggest risk to financial viability is investing in marketing tactics that are not yet proven to work

My biggest risk to achieving impact is finance and marketing in a different way than is proven to work in 2019

What assumptions do we have that if proven wrong, would cause this business to fail?

——People desire to be apart of a sustainable music co-operative and marketing entity as a musician, artist, or consumer
——People will forward chandeliers as gifts and invest time and thought into acts of kindness and reciprocity

Hypothesis and Experiment Grid

a. People want to engage with musicians in a more intimate level, that is perhaps non-digital

B. A postcard

c. How can I measure success in a non quantitative way if I am sending friends snail mail

d. The chandelier postcard marketing tactic

e. Success will look like 5 more orders of chandeliers ordered from the circles of one given bundle

a. If we supply 20 people with postcard bundles of 14 cards (I know these people directly) then 90% will participate in this act of postcard marketing

Other hypothesis——  (experiment stays the same)

——If we tell those 20 people to purchase a chandelier for a friend then 79% will use the postcards and get their friends to forward but likely only 30% of the tertiary layer of friends who receive these postcards will forward such bundles

How many people are buying bundles of postcards?

——If we spend resources and energy to get customers who don’t personally know an artist, then 20% will actually buy a chandelier and use it within 10 days of their purchasing

How many people are buying chandeliers?

——If we translate our reach through postcards and show this to the community in a digital way like in an outreach then customers will be 50% more likely to buy a chandelier than without digital / visual representation.

How can I translate growth into a map and how can I ensure it is a somewhat accurate reflection of growth? Maybe people don’t want to upload their locations? —— Figure out if this is a worthwhile pursuit

Things I am thinking about

  • What are potential incentives for customers?
  • Is co-operative marketing viable? How can I accomplish this?
  • Are QR Codes worth putting on postcards?

Social Media

I do not have an incredible social media presence, nor do I aspire to be someone who markets work only on social media. It is definitely a weakness of mine because I do not enjoy social media, but I do need to find a better way to fine tune my social media presence.

One thing I am thinking of doing now is posting pictures I have taken from past years that have to do with my album and my journey as an artist posting them on instagram along with poetry to spruce up my content there.

I have also thought about having there be a program for college students to earn some kind of money or merchandise by marketing Down Wapiti work on their social media platforms. I am going to experiment with this this week (May 1) to and post pictures that say something like "first 10 shares on instagram get a free sticker."

What I Need to Succeed

A solid base of supporters/clout A bigger social media presence/to decide and work on my social media brand A team of people that extends beyond me to market my work and the vision for the music group in years to come

MVP Iterations

The first iteration I am trying is with stickers, not with postcards. Stickers are a valuable marketing tool because high schoolers and college aged young adults put them on places like computers and water bottles, which are used frequently and seen by many people!

Something I have thought about in regard to stickers is also opening free stickers to people on instagram, offering them sticker bundles if they share music on their instagram stories, or repost something I post a certain amount of times.

The key features of this is the visual/ associative component of the product and also the ability for the consumer to know the origin, or source, of the sticker or postcard as related to a label and music marketing entity.

To show how my thought process has evolved from this process, I will show my iterations of postcard designs.

4/19/2019

Media:Snail Mail.JPG

Start your own chandelier here .jpg

File:Cathedrals Postcard Front.png

File:MimsyPostcard Front.png

File:Echoes Postcard Front.png

File:JudePostcard Front.png

File:QR CODE with ALBUM.png

[[Media:File:QR CODE to WEBSITE.png]]

File:QR CODE with ALBUM.png

5/8/2019 and present

For QR Codes, I use the site —

[QR CODE GENERATOR]

I will be able to have Avery labels to begin postcards by Thursday to send out over this weekend with Anna Kroll. I have not had time time to make between Sunday with class and the days between.

Updates 5/6/19 - 5/13/19 =

I spoke with Amelia Meath on the phone and received wonderful advice from her. She suggested that I take touring and social media more seriously and we also discovered a idea given my

I have been creating more social media content

I have continued to distribute packages and letters of stickers for friends on campus to send out to other friends

I have cultivated new pledges, from Leading of Uncertain times, which

I pledge to

Press Release

Coming Thursday!

Who to send to—— Bennington Banner Front porch forum Pitchfork Brooklyn Vegan

Future Studio Final Work

[FINAL PRESENTATION DRAFT]

MVP

My intention with Chandeliers is to create a form of music marketing that is reliant on intimate and reciprocal acts of kindness: one which builds a community of listeners for listeners through. The campaign starts with a tangible, physical act of kindness (a postcard), and extends itself into a digital community.

I desire to concentrate my energy on marketing in a unique, primarily non-digital way, because music marketing can be oversaturated on digital platforms: especially for musicians trying to break into a competitive industry, I feel a unique marketing tool may be helpful.

THE GIST/ THE WAY THE FIRST EXPERIMENT WORKS

I assemble 21 poly mailers for 21 individuals deemed: “ Head of the Chandelier.” Each large poly mailer will contain 14 postcards divided among 3 small poly mailers. Each poly mailer is outfitted differently and has a number: either 1, 2 or 3. Each of the 3 small poly mailers are equipped with 4 postcards. 1 postcard in each poly mailer is addressed to the person the poly mailer is addressed to. Each recipient then sends the additional 3 postcards to 3 individuals of their choosing. There are two excess postcards in every big polymailer. These are numbered 0 and 13.

Poly mailer 1 will contain postcards 1, 4, 7, 10 Poly mailer 2 will contain postcards 2,5,8, 11 Poly mailer 3 will contain postcards 3, 6, 9, 12 Postcard 0 and 13 loosely dwell in the large poly mailer

The HOTC will forward postcard 0 to a special friend of theirs. This postcard has a written note from me, marked with my return address. The object of this is to begin a personal correspondence between myself and 21 new people in a uniquely intimate way.

Postcard 13 is a personalized postcard for the HOTC, which encourages them to pay for a chandelier for a friend (keep in mind one has been given to them for free), though this option is not imposed strictly on them, they can of course choose not to. However, the hope is that they choose graciously to make a gift to a friend to keep the community growing, explaining that the profits go back into the Chandelier marketing campaign, while helping to fund new work via Down Wapiti.

Small Note: Postcard 13 comes with a white label which can be used to to cover the original address so that the HOTC can forward the postcard to a friend.

This also applies to Stickers, which can be sent to friends in envelopes.

Interview that relates to MVP ——

I spoke with Alex Caplow who was the lead singer of the band Magic Man. Magic Man toured the world in from 2014-2016 and still have hundreds of thousands of listeners on Spotify. Alex said to me that the idea of using postcards as a marketing tactic is wise, and that his band actually did the same thing to spread the reach their music.

What is different from my idea and the way that Magic man used postcards is that I suggest that postcard forwarding is the best way to organically accrue true followers.

Below is an image of the design for the postcard.

Chandelier Marketing.png


Google Doc

[Business Model Canvas]