Tuesday, September 29, 2009

Monday, September 21, 2009

Innovation In Music: New Opportunities For Advertisers From MPL Music Publishing Part 2

I recently had the opportunity to speak with MPL Music Publishing. The value proposition of the label is an iTunes like interface that allows individuals to search and download fully licensed music. I found their business model unique and offered to let Nancy Jeffries, MPL’s head of Creative Development and Licensing, tell ADMAVEN a little more about how technology is constantly evolving the business of interactive advertising.

Read Part 1 of this article

How does the current market affect your business model and what tools are you leveraging to take advantage of the new way consumers purchase music?

We decided to approach the new climate in the music business in two ways, using the web site as a lynch pin for both. One was to increase the use of the lesser-known songs from the catalog and the other was to get back in the new music business in a way that makes sense today.

The site, developed and maintained by MPL’s Dan Sokol, increased its capability to include online licensing. This is true online licensing; you can pick a song, pay with your credit card and download the song and contract without ever lifting the phone or negotiating with anyone. You can do this on some other sites as well, but we pride ourselves on the quality of what we’re presenting. This is music that is filtered and vetted, made by serious musicians, both indie and well known, priced within reach of just about everyone.

So - ideally - you are providing better access to an existing catalog of content via web 2.0 tools, right?

To increase the use of the songs from the catalog, we’ve been creating our own masters, some of them less well known and some of them classics, allowing some room in a music supervisors budget to be able to afford a better-known song. Some of the versions are true to the original styles and some a new takes altogether.

Here’s a link to just a few of the new versions of classic songs:

How do you deal with acquiring fresh and compelling content for the site at a financially feasible price point?

That left the new music challenge. MPL, like most publishers, had a very record company focused policy as far as new artist signings were concerned, signing writers who could write hits for other recording artists. This was a model that no longer made financial sense and so using the site as the key we made an effort to try to expand the talent base in a new way. Using our collective connections in the music world, we reached out to interesting artists who control both their master rights and their publishing rights. We offered to use their music, on a non-exclusive basis, to populate our site. We keep a percentage (lower than the other sites) and if we win, they win. No one has to sign his or her life away on either side.

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Friday, September 11, 2009

Chicago Media Marketing & Advertising September Meetup at Aquent

Join the Chicago Media Marketing & Advertising Group organizers and members Monday, September 14, 2009 at 6:30 PM for an evening of networking and discussion within the media, marketing, advertising, and public relations industries. Food will be provided.

Be sure to visit the Meetup.com page to RSVP and get complete details as well as updates about future CMM&A events.

Our guest speakers will be Tim Courtney of KeyLimeTie and Hugh Park Jedwill of Mobile Anthem. They will be discussing the latest trends in mobile, what that means for your brand, what you can do to reach new and existing customers, and how to develop a mobile marketing strategy based on your unique target audience.

The event is sponsored by the "Search Guys" Be Found Online and will be held at the Aquent's Chicago offices at 500 W. Madison.

We look forward to seeing you all!

We ask $3.00 at the door to help with expenses.
September 14th, 2009
6:30PM to 9:00PM
Aquent
500 W Madison St., Suite 2600
Chicago, IL 60661

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PEOPLE WHO READ THIS ARTICLE ALSO READ:

> Innovon In Music: New Opportunities For Advertisers From MPL Music Publishing


> Social Media Contests: Benefits Beyond Traditional Campaigns

> Marketers Love Facebook and Twitter, But At What Expense?

Tuesday, September 8, 2009

Innovation In Music: New Opportunities For Advertisers From MPL Music Publishing

I recently had the opportunity to speak with MPL Music Publishing. The value proposition of the label is an iTunes like interface that allows individuals to search and download fully licensed music. I found their business model unique and offered to let Nancy Jeffries, MPL’s head of Creative Development and Licensing, tell ADMAVEN a little more about how technology is constantly evolving the business of interactive advertising.

Tell us how MPL got started Nancy.

First, let me say what MPL Music Publishing is. The company was actually started in 1971 by Paul McCartney - yes, that Paul McCartney - as a place to care for his own work and to invest in some of the great music of the 20th century. To that end MPL administers the works of Buddy Holly, Carl Perkins, Bessie Smith and Frank Loesser along with McCartney’s post Beatles songs. Some familiar titles are “Autumn Leaves”, “Baby, It’s Cold Outside”, “Unchained Melody”, “The Christmas Song (Chestnuts Roasting…)”, “Blue Suede Shoes”, “It’s So Easy”, and “Real Wild Child” and from the McCartney side “Band on the Run”, “Jet”, and “My Love".


Positioning MPL to compete with other labels must be a challenge; how does the company achieve that?

It’s an interesting company in that it has a wealth of assets but is still small enough to pay attention to individual songs and projects. Major music publishers in today’s world represent hundreds of thousands of copyrights and are constantly changing priorities. We’re a boutique; we like to think of ourselves as the Manolo Blahnik shop next door to Macy’s (actually, Manolo’s is next door to our office!).

A lot of ad agency music people know us and what we represent. We work extensively in film and TV as well; we’ve had songs in many movies including “Funny People”, “Public Enemies” and “Julie and Julia” this summer. Paul McCartney has written an original song for the closing credits of a new Robert deNiro film “Everybody’s Fine” opening in November.

What is the value proposition behind MPL for advertisers?

The world is changing and we wanted to address that. My own background is in A&R for record labels and as head of A&R for Elektra in the 90’s I had a front row seat at the comedy of errors that followed the discovery of music as the “killer app”. It was like watching the proverbial train wreck in slow motion and has been documented in many places, so no need to go through that again in this piece.

Here is a link to some of our songs that are in the DNA of the culture:

List of MPL Sample Tracks

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Thursday, September 3, 2009

Social Media Contests: Benefits Beyond Traditional Campaigns

Big brands have been leveraging social technologies to encourage community and individual participation in contests for quite some time. The last half of 2009, however, has seen an explosion of innovative social media contests across the most popular outlets such as Facebook, Twitter, and YouTube.

Benefits for brands (aside from the obvious exposure, awareness, etc...) include:
  • Content Collection - content that is submitted by participants is owned by the brand, therefore a successful contest can generate a stock of creative images, videos, or stories that can be re-purposed for future promotions.
  • User Experience/Message Testing - by exposing participants to a set of messages, site content, or other creative work brands that are listening to the chatter can make informed tweaks to an ongoing campaign.
  • Advocacy Building - a smart social media contest disburses smaller, yet still valuable, prizes among more participants. An ongoing contest from Lexli International, for example, offers one grand prize and ten runners up. By reaching out to a broader pool of winners and soliciting them for further participation in the brand, a company can create its own group of influential online advocates.
Other innovative social media contests in market today:

Champion's What's Your Everest Contest

Know of other ongoing contests? Let me know by commenting below.

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> Marketers Love Facebook and Twitter, But At What Expense?
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Tuesday, September 1, 2009

ad:tech Chicago September 1-2, 2009

A little late on the draw, but ad:tech Chicago is going on right now! Lots of great Tweets using the #adtech hash tag.

If you are attending - please leave your favorite speaker, event, or overheard conversations in the comments below!

Interact With ADMAVEN on Twitter

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