BenMathews

CertificateIVinMusicBusiness

19/11/2010

Undertake marketing activities Manage distribution of music and associated products Coordinate production of brochures and marketing materials

Music Marketing Project

Ben Mathews 0830130 mynameis_beanie@hotmail.com 0417 365 866 Due: 19/11/2010

Page1of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

Marketing Plan
For

Fading Like A Dream

ArtworkbyAngusDaley

The sophomore EP by Thursdays Page

Distributed and serviced nationally by Firestarter Music and Distribution
Page2of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

Executive Summary: In 2009 Thursdays Page released their debut EP Beyond Paradise to a near capacity crowd at the Rocket Room and followed it up extensively with shows around Perth and in regional towns. Although the EP hasnt sold too well outside of live show sales, which appear to be the strongest point of sale for the act at this current point in time, they have successfully raised their profile and created an awareness of the band in the Perth music scene. The band returned to the studio in 2010 to begin work on what would become their second EP, titled Fading Like a Dream. The project is currently in the mixing and mastering stages and the act intend on creating a hype and publicity towards the EPs release, aimed for May 2011. With occasional headlining and support shows lined up for the end of 2010 and beginning of 2011 the band will be creating awareness towards the EP. February 18th 2011 will be the release date for an online single from the EP. The track Shivering will be launched at the Rocket Room and available as a free download after this show. This is to provide the Perth music scene and its punters a taste of whats to come with the EP and generate a buzz on the band leading up to the EP launch. This report is going to propose the strategy that will be put in to the marketing plan in the lead up to the 2 launch shows in 2011. The final aim of the EP release is to not generate massive CD sales. It is to raise a higher local awareness towards the act, build reputation and continue to press local and national radio stations for airplay. While the music does have some commercial aspects to it, it also contains elements of hard rock, punk and metal. This creates a rather large demographic for the band to appeal to and theres already many young and older fans, ranging from teenagers to people in their late 30s/early 40s. The music should appeal to anyone who enjoys rock music regardless of age or social status.

Page3of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

Table of Contents: Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Pages 13 & 14 Page 15 Situation analysis SWOT Analysis Thursdays Page Biography & Contact Details Music Press & Radio airplay Online presence Product Summary Single launch marketing schedule Budgets RTRFM Fresh Blash Sponsorship Information References

Page4of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

Situation Analysis
Market Situation: Physical CD sales for a band without national exposure cant be guaranteed in this day and age. A lot of people who hear an act on their local community radio station which they enjoy are more likely to go to the bands website, maybe a live show and then perhaps buy a CD. If someone in another state enjoys it but cant get to a concert they will most likely check out the bands website and then may legally download the CD. This means for a local band trying to break the market the best avenue for selling physical CDs is at live shows. Having a good enough live show for the punters to want to spend their money on more than just beer and perhaps a door entry price is essential. This is not to say that the physical CDs should not be available at a store through a national distributor, there are still people who are big enough fans of music who will make the effort to go out and purchase music from their local record store. These people are a minority though. Vinyl sales are also on the rise, but not really a viable option with the budget of many local acts who should be aware theyre not going to sell much more vinyl than they will CDs, if any in the first place. For an act like Thursdays Page, the best option is having well designed websites and putting on top class live shows which will in turn make the punters want to buy CDs, merchandise, tell their friends about the band and come back to see them again. Having a national distributer in place is also good to have, as they can take care of iTunes sales, the occasional record store sale and provide quarterly sales summaries. Competitive Situation: Thursdays Page is not the only alternative rock act in Australia, or even Perth, trying to crack the national airwaves and gain a strong local fan base. Having posters on the streets, getting regular mentions in street press and maintaining a strong online presence are all essential in trying to stay on top of this competitive situation. The more often people see the name the easier it is for them to remember it. This also means ensuring every live show is of the highest quality as you never know who may be in the crowd that will talk about the band. Attempting to crack national airwaves on radio stations such as Triple J is another highly competitive situation for an alternative rock act. The best angle to take at this stage is to have a national distributer servicing the music to all relevant radio broadcasters and promoters Australia wide. Having a reputable distribution company behind the band name, as well as some incredibly catchy songs, artwork, a strong bio/web presence and easy to find contact details are all essential in trying to get on top of a highly competitive situation. Macro-environmental Situation: There are plenty of factors that can effect a successful CD release. Similar big name touring acts may be playing the same night or week. This is very hard to avoid as the tour may not be made public at the time of booking a local CD launch show. Weather issues, people dont like to go out during a storm. If a whole bunch of more popular CDs come out around the same time you might miss out on a mention or review in the street press.
Page5of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

SWOT Analysis
Thursdays Page Single Launch February 2011 & EP Launch May 2011 Opportunity: Chance to leave a lasting impression on the local music scene Possibility of live show and CD reviews in media Opportunity to expand on fan base, reach others who havent heard of the band After show word of mouth can really lift the bands profile Threats: Other touring acts that may play on the same night or same week that would take away target audience The size of venue is large, if not enough people show up could look empty Technical faults on the evening Media decide not to cover the show Bad reviews Weather Strengths: Strong live show/songs Ability to promote a show and pull a crowd Good products Solid online presence Understand who to target and what support acts to put on Weaknesses: Lack of a strong mailing list Not enough supporting shows to promote EP on live circuit Occasional unprofessional stage show Singer is not the best at talking between songs Use the strong show Fix the mailing list, and music to make start signing new the positive names up at shows impression required and asking online for interest Follow up on all publicity to ensure the Hussle promoters, show is being bands and venues for marketed in every support shows avenue possible Extra rehearsals to ensure the Use the online presence to promote performance and the hell out of the stage show is at 110% show Have the singer script and rehearse in Get support acts to also promote the between song talk show Use the online Early promotion of presence, advertising the show and and free publicity to continue promotions make target audience to lead up go to this show rather Use any negative than a competitor. feedback as reference for future shows Offer incentives (door prizes/giveaways/che Direct marketing in aper CDs) all areas target audience is, make Make sure all gear is working properly them want to come to before show this show and not another Persistence make sure the media covers Constant rehearsing the lead up to the and stage show development

Page6of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

PhotobyBeckyMayFelstead

Thursdays Page presents an open mixture of alternative rock that combines the heavy stylings of 90s alt-rock with upbeat indie pop sensibility. The band originally formed in the South West region of Western Australia and has been building a solid following in Perth since 2008, supporting the likes of The Butterfly Effect and headlining shows at The Amplifier Bar, The Rosemount and The Rocket Room. Drum media writes; "Enter Thursdays Page. The fivepiece flicked the volume switch north and
chargedintoathrillingset.ItwasanintensebrandofrockalaMuseandSystemofaDown,butthey never gotcarriedaway.Thesingerhitthewavering Bellamyfalsettowithout much effortasthe lead guitaristexecutedcreativeswingsinrhythmandstylethatkepttheaudienceengaged."

Members include Jake Hoskins on lead vocals, Glen Hagger on guitars, Phil Watts on keys, Ben Mathews on Bass and Ryan Ammon on Drums. Having released their debut EP 'Beyond Paradise' in 2009, Thursdays Page have been working on their latest EP, Fading Like A Dream, due for release in May 2011. The first tease off the EP will be an online single launch in February 2011 of the track Shivering. Following the launch this track will be available as a free download through iTunes. FOR BOOKINGS AND ENQUIRIES: thursdaysmusic@live.com Ben - 0417 365 866 | Ryan - 0433 225 114 http://www.thursdayspage.com
Page7of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

Some of the other things the music press have had to say: "Enter Thursdays Page. The five-piece flicked the volume switch north and charged into a thrilling set. It was an intense brand of rock ala Muse and System of a Down, but they never got carried away. The singer hit the wavering Bellamy falsetto without much effort as the lead guitarist executed creative swings in rhythm and style that kept the audience engaged." Brayden Edwards - DRUM MEDIA (Live review from The Prince of Wales, Bunbury) By the time Thursdays Page hit the stage, it was clear who the audience was there to see. The Rocket Room was almost at full capacity and no one was left disappointed. As soon as the band started, vocalist Jake Hoskins showed his talent with an archipela opening before the band launched into their first song. Hoskins falsetto is amazing, and used at exactly the right times. FasterLouder (Beyond Paradise EP Launch Review) The band was good at controlling the mood of the crowd. In fact, at one point they had people climbing the walls... literally. FasterLouder (Beyond Paradise EP Launch Review) This EP proves that Thursdays Page are a force to be reckoned with. They boast strong songs and an enthralling live show. Two thumbs up! Chris Martin - SPACESHIP NEWS (Beyond Paradise Review) Opening is the title track, which starts with some delicate guitar riffs and is quickly joined by some whispered vocals, keys, bass and light drumming. This shifts into heavier guitars and drumming and an almost wail before leading into the first anguished verse. This formula of contrasting from soft to loud, meshed with emotional lyrics and vocals is repeated throughout the remainder of the track and most of the EP with great effect. Suzanne Oldfield - SPACESHIP NEWS (Beyond Paradise Review) Radio Airplay: There has been confirmed airplay on dozens of interstate and local community radio stations including, but not limited to; Valley FM 89.5 (ACT) featured on Upstream COWFM 107.9 (NSW) Noosa Community Radio 101.3FM (QLD) Radio Adelaide (SA) - featured on Up Downunder City Park Radio 103.7FM (TAS) featured on Aussie Brew The Pulse 94.7 (VIC) featured on Aussie Assault.

There have been other features and interviews on Perth stations; Twin Cities FM Radio Fremantle 107.9 RTRFM - features on Homegrown and Critical Mass.

Page8of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

Online Presence: Official Url: http://www.thursdayspage.com Myspace: http://www.myspace.com/thursdayspagemusic iTunes: http://itunes.apple.com/us/artist/thursdays-page/id314327999 Facebook: http://www.facebook.com/pages/thursdays-page/93817898046 Triple J Unearthed: http://www.triplejunearthed.com.au/thursdayspage WAM: http://www.wam.asn.au/WAMusicIndustryDatabase/BandDatabase/tabid/82/Default.as px?BandID=24907 Sonicbids: http://www.sonicbids.com/thursdayspage Spaceship News: http://www.spaceshipnews.com.au/thursdays-page/ FasterLouder: http://www.fasterlouder.com.au/bands/Thursdays_Page LastFM: http://www.last.fm/music/Thursdays+Page Reverbnation: http://www.reverbnation.com/#!/thursdayspage You Tube: http://www.youtube.com/user/thursdayspagemusic
Page9of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

Product Summary Artist: Album Title: Digital Release Date: In The Warehouse: Physical Release Date : Tracks: Physical Packaging: Digital Packaging: Sponsorship: Labeling: Thursdays Page Fading Like A Dream TBA TBA TBA 6 CD Jewel Case with 4 page booklet iTunes with printable album cover and track listing RTRFM Fresh Blast Sponsorship Firestarter Music and Distribution

Distribution Physical: Digital: Firestarter Music and Distribution iTunes

Pricing RRP: PPD: Artist Share:: Digital: $9.95 $6.22 $4.35 $6.99

Page10of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

Single Launch Marketing Schedule

Weekstil Event 14 13 12 Week Starting 9/11/2010 16/11/2010 23/11/2010 Tasks EPmixingandmasteringandartwork finalisationprocess EPmixingandmasteringandartwork finalisationprocess DiscusswithFirestarterthefinerdetailsof thefreeonlinesingleandworkoutwhat needstobedonetoachievethis MixingandmasteringofEPcompleteand readyforpressing.Anyminordetailsneed fixingensuretheyaredonesooverthe nextweek Anyminordetailsthatneededfixing complete.Artworkcompletethisweek Havethefreedownloadcardsreadyfor printing.Lookatbudgetanddecidehow muchnewmerchtopurchase Gigdetailsinallonlinegigguidesbythis week Allposter/merchandotherartforsingle launchreadyforprinting Partyweek. ContactRTRFM&otherstationsforradio interviewsintheleaduptothelaunch Postersprintedandgiventoposter distributors SendEPoffforpressing.Allnewmerchfor EPlaunchsentoffforprintingtoo Sendoffthefirstpresserandsinglelaunch detailsandpresaleticketdetails Havethefreedownloadcardsprintedand readyatthisstage Anystreetpressadvertisingfinalised,paid andreadyforpublication Ensureallstreetpressgigguideshavebeen senteventdetails.Anyfinalpressersthat needtogooutmustbesentthisweek Printoutpresaleticketlistondayofthe show DelegatedTo Band,Glen&Angus Band,Glen&Angus Ben Notes FirestarterMusic

11

30/11/2010

Band,Glen&Angus

10 9

6/12/2010 13/12/2010

Band,Glen&Angus Band&Angus

SpaceshipNews,WAM, FasterLouder,TheGig Man,PerthBands,JJJ, RTRFM, RTRFM,RadioFremantle, TwinCitiesFM WorldWidePrint& Streetpitch Firestarter XPress,Drum,TheWire, TheSundayTimes FirestarterMusic TheWireMag,Drum Media,XPress TheWireMag,Drum Media,XPress

Ben

20/12/2010

BenandAngus Everyone! Ben Ben Ben Ben Ben Ben

27/12/2010

3/1/2011

5 4 3 2

10/1/2011 17/1/2011 24/1/2011 31/1/2011

7/2/2011

Ben

14/2/2011

Ben

Moshtix

Page11of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

Budgets

Single launch marketing budget

Company WorldWide Print Streetpitch Drum Media Total Description 200xA3 Posters 150xPosters Distributed 2x1/4Page MonoAds $465.50 Price $90.00 $75.00 $265.00 GST Inc. No Yes No Total (Inc.GST) $99.00 $75.00 $291.50 Contact Name Alan Faulkes Michelle Matt McMullin ContactEmail perthwest@worldwide.com.au michelle@streetpitch.com matt@drumperth.com.au

Contact Phone (08)9226 2744 0413303286 (08)9228 9655

EP Printing and merchandise prices

Company Description
500 x Replicated CD's with White Base, 4pp booklet, d/s inlay, assembled in clear jewel case

Price

GST Inc.

Total (Inc.GST)

Contact Name

ContactEmail

Contact Phone

Firestarter Music

$1,254.00

Yes

$1,254.00

Heidi Weston

heidi@firestarter.net.au

0409071908

Total TOTALCOST

$1,254.00 $1,719.50

Page12of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

RTRFM Fresh Blast Sponsorship The RTRFM Fresh Blast program, supported by Healthway and Community Road Safety Grants Program Funded by the Road Trauma Trust Fund, sponsors CD launches for Western Australian bands or solo performers who are willing to stage their launch in a smoke-free environment and promote the Alcohol. Think Again and Dont Drink and Drive messages. RTRFMs Fresh Blast Program provides over $2,000 worth of sponsorship towards your CD launch, including:

A radio promotion package (30 Sponsorship Announcements) to help promote the CD launch. A half-page advertisement in X-Press Magazine Up to $250 for any costs associated with the gig, e.g. venue hire, P.A. Hire, payment to support bands, printing of posters and flyers, decorations, sound and lighting crew, etc. A radio promotion package (20 Sponsorship Announcements) to help promote the CD after the launch.

The Sponsorship Announcements wont promote a gig but the actual CD and encourage people to buy it. This promotion will start shortly after the CD launch. A strong applicant needs to have a confirmed date at a venue (that does not already receive Healthway funding), with a CD ready to be launched and put into shops for sale. Furthermore to show that they are willing to promote the Alcohol Think Again and Dont Drink and Drive messages and have disclosed to their venue that have applied for Fresh Blast sponsorship. The submission deadline is the first Friday of every month:

Round 11: For launches in December Friday 5 November Round 12: For laucnhes in January 2011 Friday 3 December

Page13of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

To apply for Fresh Blast funding complete the Fresh Blast application form (download from below), include a copy of your CD and post to: Eloise Sweetman Fresh Blast RTRFM PO Box 842 Mt Lawley WA 6929 Please note terms and conditions of the 2010 Fresh Blast program are liable to change. Also note that there is an addition to the application form, a one page document to give to your venue disclosing the nature of the Fresh Blast Program and the advantages for the venue. For further info contact the Program Coordinator, Eloise Sweetman at RTRFM on (08) 9260 9200.

Page14of15

BenMathews

CertificateIVinMusicBusiness

19/11/2010

References: RTRFM, WA, 2010, Freshblast. Retrieved: November 16, 2010, from http://www.rtrfm.com.au/freshblast/

Page15of15