IIR 2005

 Music and TeensSpotting the Latest Trends: 

4.13.05 Music and Teens Spotting the Latest Trends

Today’s Topics: 

Today’s Topics Teens --- who are they? Marketing to teens & their media choices Music as the best source of trend spotting How can marketers utilize music to stay on top of youth trends How to craft advertising messaging and promotional programs that reach teens Delivering your messages to teens

Teens - An Introduction: 

Teens - An Introduction 34 million strong The current Teen market represents the most multicultural population the United States has ever seen. Today’s Teens exhibit a strong need for individuality, but also display a deep attachment for family. They marry interest in fashions of the moment with a desire to purchase products from companies with a social conscience.

Teen Buying Power: 

Teen Buying Power Teens are a powerful force in the U.S. market spending $112.5 billion in 2003

Who are Teens : 

Who are Teens Sophisticated – Lines between childhood/adulthood blurring Complex – Just like you and me Responsible – Work, school pressure Rebellious – Pushing the envelope Ethnically Diverse – Growing minority power Moral – Hold traditional values Fun Loving – and FEARLESS Cynical – Babysat by TV Pragmatic – Age of Un-Innocence Technologically Proficient – Connections are essential! Cutting edge – Early adapters Busy - but Bored

Teens are Different to Market to: 

Teens are Different to Market to Different world, icons; new language Traditional media approaches don’t react fast enough for their changing lifestyles Marketing needs to surround them - Interaction at multiple touch points is key AUTHENTICITY IS KEY Partnerships work – Borrowed equity from Music

Teens And Marketing: 

Teens And Marketing They have high expectations of brand & delivery They are confident & enabled – they recognize they are being marketed to…they are ok with it They want the truth They are highly experimental – there are no limits They are heavily engaged with interactivity – web, phones They respond to multiple touch points - they are used to ingesting multiple stimuli all at once They want it all to be FUN FUN FUN

Teens & the Web (TRU-2004): 

Teens & the Web (TRU-2004) Sites Visited for Fun Yahoo Disney Bored Miniclip Candystand Pogo Ebay Cartoonnetwork Neopets Addictinggames What Teens Do On line Sample music Listen to streaming music Play games School Research Surf for hobbies/interests Looked for stuff to buy Accessed daily info Researched products Forwarded a link to friend Chat room visit Visited on line news center Set up personal portal Played multi player games

Teens & Media Choices: 

Teens & Media Choices Teens consume media in non traditional ways beyond TV (and differently than adults) On line, cellular, events, in school, music, video games, film in addition to TV They are used to Information Overload – the Internet has provided instantaneous contact Teens spend an average of 6.5 hours a day with media

For Teens, it’s about the Music: 

According to Teen People.…64% of their readers would give up food for a day before they would give up music. According to Teenage Research Unlimited, teens spend more time listening to music than watching television and surfing the internet combined. From their very own mouths….. “I wake up and listen to music every day. I fall asleep to music every night. It’s my life.” - a teen in US News & World Report: The Music issue 7/08/02 For Teens, it’s about the Music

Music Reaches Teens: 

Music Reaches Teens Their #1 most favorite thing to do 85% of all teens listen to music everyday On average, teens spend 2 hours per day listening to music (radio, CD’s, MP3’s) More time listening to music than any other single activity (about equal with television) Defines their psychographic groups Defines their politics, clothes, cars, relationships, futures

See for Yourself: 

See for Yourself Go to a live concert…look around. Musicians are the poets of their generation Lyrics are the language of every new generation Catch phrases are born from song lyrics Fashion - Avril Lavgne ties, Gwen Stephanie Product placement in music videos

So What IS Hot?: 

So What IS Hot? Right now, right here? Tomorrow it could be different - the media moves fast for teens The 80’s - Hot, Hot Heat, The Killers, Franz Ferdinand, The Darkness DJ Culture - Addition of DJ’s as actual band members - Linkin Park, Incubus Dj’s as Artists - Moby, Fatboy Slim, Z-trip Hip Hop - It’s a cash machine - going in & coming out Big Screen Concerts at Movie Theaters - a new kind of event

Music and Pop Culture: 

Music and Pop Culture Music is a reflection of the culture around around teens so keep your eyes open Its more than MTV (33 million teens - 900,000 watch during primetime) Music is the premier cultural driver Companies create trends, product lines and fortunes second guessing what’s coming next (record executives, fashion executives, technologists)

Music and New Technology: 

Music and New Technology Its how teens consume music…no CD’s, no artwork…just the music Ipod, Lyra, Video now -- portable and on the go Online downloading - Industry now uses this peer to peer connection as a marketing tool - so should you (viral) Cell phones and mobile access - downloads, ringtones, ringback tones, videos , messages (you’ve won backstage passes) Video Games

Pick the Right Artist & Music : 

Pick the Right Artist & Music Identify the target realistically Deciding on the right genre - music is very very self-selecting by its very nature Aspiration as a mechanism in choosing artists and music for marketing programs Evaluate - assessing the comfort level with product attributes and brand promises

Favorite Music (Kaiser Family Foundation): 

Favorite Music (Kaiser Family Foundation) Rap/Hip Hop 65% Alternative Rock 32% Hard Rock/Metal 27% Punk/Ska 23% Country 18% Top 40 17% Classic Rock 16% Reggae 14% Techno/Rave 13% R&B/Soul 12% Soft Rock 12% Gospel/Chirstian 11%

The Crystal Ball: 

The Crystal Ball Who is going to be BIG next year? Who do you believe; who do you trust? Building a long term relationship with record companies Label marketing and promotion plans - look at them Hedging the bet with a multi-artist platform - betting on music, marketing first -- the odds are better

Record Labels are your Friend: 

Record Labels are your Friend Don’t be afraid Utilize their assets Radio access - everyday, everyway Sales channels - retail stores Press - That is what they do BEST Research - Soundscan, BDS, Big Champagne Ask the kids - label street teams ON LINE - viral media players, e-Teams, direct response Get free stuff

Who Wins?: 

Who Wins? Its better for business if everyone walks away primed for the next one Manage expectations Have a contract early Understand what the issues are -- artists and the creative process (managers)

American Brandstand: 

American Brandstand Lucian James - Agenda Pop culture has a key role in brand management Brands do not become cool by design, but they can become relevant Hot 100 Singles and brand mentions Mercedes - 112 (last year) Lexus - 48 Gucci - 47

Teen Trends & Media Decisions: 

Teen Trends & Media Decisions Get good trend information Exploit trends/icons in music and language Create advertising swiftly to capture the allure of particular trends – by the time they hit commercial airwaves they could be over Promotions can be key due to creative-to-market time

Delivering Your Message: 

Delivering Your Message Choose the right message & medium Develop the right context for messaging Focus & target different segments Utilize multiple channels of message delivery Inspire them - not scare them Empower them Authenticity & Pervasiveness are KEY!

Hollywood Records: 

Hollywood Records Part of the Buena Vista Music Group -- Owned and operated by The Walt Disney Company Three labels: Hollywood Records, Walt Disney Records and Lyric Street Records Artists include: Hilary Duff, Jesse McCartney, Raven Symone' Aly and A.J., Breaking Benjamin, Z-Trip, Los Lobos, Ingram Hill, Elefant, Josh Kelley, and Queen.

Hollywood Records: 

Hollywood Records Purposely non-branded "Disney" to compete in all facets of the pop music world. By virtue of being owned by TWDC, we shy away from hip-hop/rap. Bob Cavallo is our fearless leader (Came from an incredible "Artist management" background) Distributed by UMVD domestically, and various licensees internationally (Universal Canada, AVIX/Japan, Festival Mushroom/Australia, Warner Int'l/Europe) On a constant mission to develop "Tween/Teen" targeted acts

Hollywood Records: 

Hollywood Records CASE STUDY -- Jesse McCartney Aside from our traditional music-marketing outlets, (Mainstream radio, MTV, press, etc.), we have had some KEY partners with the roll-out of the Jesse project: The WB HASBRO - Video Now The Disney Channel Radio Disney Kraft "Lunchables" RAVE/G+G A&F Hollister Atlantis Resort/Bahamas

Hollywood Records: 

Hollywood Records Upcoming Partner Initiatives: HASBRO - Twister Moves Top-Secret "Tween/Teen" targeted bank card -- ssshhhhh. We are on a constant mission to seek out and create unique partnerships with our roster of talent. If you think "MUSIC" might ever have a place tied to your brand, please feel free to contact us.

MADD Organizational Profile: 

MADD Organizational Profile Founded in 1980 Single, national 501(c)(3) organization Nation’s largest crime victim assistance organization More than 2,300 anti-drunk driving and underage drinking laws passed since inception 600 Chapters (rural, urban, suburban) Presence in all 50 states 2 million diverse members and supporters Men, women, youth, victims, concerned citizens

National Respect: 

National Respect One of the three most credible organizations in the nation #1 among Women #1 among Caucasians #3 among African Americans and Hispanics One of the 100 best charities “If you had six months to research the best charities to give your money and your trust to, we’re confident you’d come up with the same list.”

The Power to Reach: 

The Power to Reach MADD’s award-winning magazine is published twice yearly and reaches 2 million people annually. www.madd.org Average 300,000 unique visitors per month Weekly e-newsletters (10,000 subscribers) Ongoing discussion forums/live chats Spanish-language Web site Resource for media, educators, law enforcement, the health and legal professions

The Power to Promote: 

The Power to Promote MADD people, issues and partnerships are covered frequently by top media outlets. MADD is on a “first call” basis with National, Regional and Local media. Media impressions reach 245 million annually.

MADD Multimedia Assemblies: 

MADD Multimedia Assemblies Objectives: Connect with audience in dynamic presentations Introduce people to MADD Prevent underage drinking and impaired driving Increase traffic safety awareness among drivers with emphasis on teen drivers Offer MADD as a year-round resource for organizations, educators, parents and youth

Slide34: 

Strategy/Tactics: Create engaging multimedia messages delivered in person using 3 screens and DVD technology Utilize latest technology to create a sensory experience for K-12 audiences, education Professionals, parents, and partnering organizations Rationale: Dedicated audience for at least one full hour Appealing delivery mechanism for audiences MADD Multimedia Assemblies

Slide35: 

Results of Program in Schools: Multimedia assembly shows have been viewed by by more than 3.50 million students in over 6,000 schools since its inception MADD Multimedia Assemblies

Slide36: 

Use of media in shows: Narrators/Hosts: Zachary Ty Bryan Jackie Velasquez Solange Knowles Bow Wow Alexa Vega Celebrity Interviews: Hilary Duff Chris Carmack (OC) Tony Hawk (Pro Skateboarder) MADD Multimedia Assemblies

12 to 20 Clients: 

12 to 20 Clients Ford Dodge Pepsi Bolt.com Hawaiian Punch Columbia Records RCA Records Fresh Look MADD National Lampoon Teen Vogue Cosmopolitan Emap/Peterson Capitol Records ONDCP LEI Jeans Atlantic Records Kellogg’s Bugle Boy Jeans VH-1 Save the Music General Growth Partners

In School Marketing: 

In School Marketing Program – “Backstage Pass” – Place Based Media Clients – School Link Technologies, RCA, MCA, Atlantic Records Challenge – Increase student lunch participation with a music reward program Solution – Posters announcing opportunity to win CD’s and downloads from top teen artists Result – Significant increase – school cafeteria sales up 50%

In School Marketing : 

In School Marketing Program – “Angel Faith Save the Music Tour” Clients – Midas Records, VH-1, ONDCP Challenge – Obtain exposure for new artist & deliver anti drug messaging Solution – Tour visited 100 schools over 3 months in required assemblies handing out targeted materials

Community Events: 

Community Events Program -- Fabolous Tour at Boys and Girls Clubs Challenge – Gain exposure for recording artist while “giving back” to the urban community Solution – 15 city tour at Boys and Girls Clubs with an anti violence message Result – Increased radio airplay for the artist and large scale turnouts at the Clubs

Mall & School Events: 

Mall & School Events Program –Young Pop Power Tour  Clients – Sony Music, LEI Jeans, Davidoff Cool Water Fragrances, ONDCP In Market – Coupon Distribution and Sampling at Malls & Schools Result – Increased retail traffic at mall retailers

Mall Events: 

Mall Events Avril Lavigne Live By Surprise Tour 24 Malls in 30 Days Sponsored by AOL Broadband, Lidrock and Sbarro Pizza 3000 - 9000 concert attendees at malls Record debuts at #1 AOL Broadband increases membership

In School Contests: 

In School Contests Program –Thalia In School Contest Clients – Virgin Records / ONDCP   In Market – 200 Schools Nationwide Posters/Locker Posters and CD Prizes (135 VIDEOS COME IN) Result – Increased exposure for Artist & Anti-Drug Messaging

On Line Environments: 

On Line Environments Jitterfingers - fame, fashion, fun Collecting like minded teen girls Giving them something exciting to do Let them win great prizes Group them with their friends

Conclusion - Teen Motivators: 

Conclusion - Teen Motivators Independence and freedom Control of their world Interactivity and connectivity with others Stress relief Fun in everything they do

Conclusion - What You Can Do: 

Conclusion - What You Can Do Develop a communication plan that shapes your message to what teens really can hear Create on going & long term authentic dialogue with your audience Utilize music and trends to reach the market Permeate their lives at multiple touch points and with branded lifestyle programs Think out of the box - nontraditional programs Speak to them in a language they understand MOVE FAST SINCE TRENDS DO!!!