Social Media Announce Spikes Fans & Followers

In 2009 I wanted to craft a unique platform to grow our social media base, quickly. As a festival or once-a-year event, there are only a handful of opportunities to capitalize on your media push. One of those times, and probably the most important, is when you announce your performing artists. At the time, Facebook was motoring and Twitter was taking over the world. These two social media buzz words seemed seemed to lend instant credibility (as silly as it sounds) to any business. We were on the forefront of this, it just happened that the timing for the push was right on schedule with the hype machine.

We leveraged the power and reach of the media to help drive traffic to our social networks. Similar events would send out one press release that houses all of their artists who are performing at the event. We chose to dissect this and release small, digestible pieces of information; but spread it out over time and increase the frequency. One press release was sent out informing the media on how we would "leak" the lineup. By doing this we held the attention of our core audience, continuously built of our Facebook Fan Page (grew from1 member to over 3000 in 4 weeks) and drove new followers to our Twitter account (grew from 1 follower to over 1000 in 3 weeks). IT WORKED! Of course there were people who couldn't grasp the concept (or who were just too impatient) but the majority LIVED FOR IT! What we found was they were all watching. Every single day! For three weeks, every day was like Christmas Day to an eager group of loyal followers. There was a wealth of fan-to-fan interaction on the Facebook community. Instead of one big tweet about the lineup, there were hundreds each day about one artist. This continued to spiral into one of most unique marketing concepts to date (and there have been some good ones). The media continued to pick up bits and pieces and increase the frequency of the coverage. Everyone watched as we built the story, right before their eyes. The best part is, they are all still there. Wanting more.

Take a peek at some of the press coverage as it was unfolding.

Denver’s Monolith Festival 2009 is Sept. 12-13: Girl Talk First Major Act Announced –Promoters are Releasing Band Roster on Facebook and Twitter

Written by clubnotes in Monday, May 18th 2009

Girl Talk is the first major Monolith Fest act to be announced

Most music festival press releases give out an entire roster of bands. However, the Monolith Festival is doing something a little different this year.
The festival promoters are very slowly divulging the band roster on Facebook and Twitter, so music fans have to keep checking out the fest’s progress.
This much we know for sure: Monolith will be taking place September 12-13 at Colorado’s Red Rocks Amphitheatre.
It feels like we’re getting little clues to a puzzle

Continue Reading>>

More:
NME (London) , Denver Post, The Colorado Daily, My Old Kentucky Blog, 8201, ZME

Coors Ambushed At Super Bowl?

"Ambushing" is tough to prevent, even in its simplest forms.  Sponsors want protection to back up their investment. An ill-timed ambush can dilute a profile sponsorship in seconds. Abmushing can be seen in a variety of forms ranging from the rogue sampling outside your event or on a nationally televised platform such as this...

Recently, I was  "Googling" Coors and SuperBowl to see if Coors had a super bowl ad this year.  As I watched the game all I saw were Bud/Bud Light ads. I came across this.  It looks like Jon Kander at IEG was thinking the same thing.  Coors has the exclusive on the NFL but NOT the televised portion of the Super Bowl.  How can you activate a year round major sporting sponsorship and not link it all together during the pinnacle game?  Actually, its brilliant move by Anheuser-Busch.  Coors outbid AB a few years ago for the rights to the NFL.  AB continued its heavy Super Bowl ad campaign (which is exclusive until 2012).  Coors doesn't even have the right to advertise in one of the biggest sporting events of the year, not to mention the sport in which they are an exclusive partner.  The genius of this? The general public still perceives AB as the official beer sponsors of the NFL.

"A June 2009 Turnkey Sports and Entertainment survey noted that 43.9 percent and 47.4 percent of avid and casual fans, respectively, believed Anheuser-Busch was the official beer sponsor of the NFL. Meanwhile, only 26.1 percent and 10.9 percent of avid and casual fans, respectively, thought Coors was the league’s official beer."

To me this seems like one of the greatest, strategical ambushes of all-time.  Sure, Coors is pouring the booze at the stadiums, but its AB who is reaping that public awareness and brand impressions.  I would think the residual retail beer sales reflect this and have most likely paid for those TV spots 10 fold. See photo below from Ask A Copywriter, taken two hours before the Super Bowl.  Bud Light is GONE, but plenty of Coors remain.

MMS Seminars Provide Unique Networking Opps

The networking and industry panel discussions that were organized for the Midwest Music Summit, proved to be one of the most valuable networking tools for attendees and artists. Not only were these sessions beneficial to the attendees;  they were a great opportunity for us to groom our relationships with profile individuals and businesses that comprise the music industry. Over the course of 6 years we assembled an all-star cast of music industry executives, artists and advocates to discuss key industry issues.

Building Your Band Panel - Featuring Shawn Murphy from ASCAP


Over the past 6-year tenure of the MMS,  134 cutting-edge music industry seminars were produced featuring some of the brightest individuals in the business. Countless relationships were fostered through these seminars and one-one-one sessions. Listed below you will find a short listing of the companies who were selected to take part in the discussions.

Guest speakers included representation from the following companies:
Kill Rock Rockstars, Geffen, Bug Music Publishing, SpinArt, Advice, Yep Roc, Playtone, E! Entertainment TV, Harp Magazine, Ashmatic Kitty, Denver Post, Polyvinyl Records, Microsoft, Secretly Canadian, Atlantic, Midway Games, J Records, Minty Fresh, Capitol Records, V2, Artemis, Aware Records, The Basement/Grimeys Records, Virgin, K Records, Amazon.com, REAL Networks, AM Only, Metro Chicago, CNET, XM Radio, Toolshed Media, BMI, Imeem.com, WRLT Lighting 100, Playback Music Supervision, Americana Music Association, Sarathan Records, Big Takeover, Performing Songwriter Magazine, Sonicbids, ASCAP, Fuel TV, Fleet Team Booking, KV Financial, Audio Lunchbox, HYFN, Pump Audio, FirstListen.org, No Depression, WOXY.com, Al Moss Promotions, Revolver Magazine, Bloodshot, Lumberjack Distro, SESAC, John Wells Productions, CD Baby, Ear X Tacy, Double Door, Beat Management, Nicodomus Agency, Audio Lunchbox, Masterdisk, The Chop Shop (The Hills/The OC), MyOldKentuckyBlog.com, Loudersoft.com, Summerfest, MOBfest, Meitus Gilbert Rose LLP, Almighty Institute of Music Retail, Thrill Jockey, Ernie Ball, Sabian, Doghouse, Washburn, Yamaha, Amped/AEC, Machine Records, Universal, Dreamscapers, KDHX, Hollywood, Bunim/Murray (MTV’s Road Rules & Real World), Summerfest,, Satellite Booking, Sonicbids, and hundreds more.

Environmental Awareness @ Cerebral Palsy Denver

This event was one of the highlights of my promoter career. It was such a pleasure to take an idea (that could have easily failed) and grow it into something that touched the lives of so many kids. This was not just a memorable event for ourselves, but also for the teachers, staff, volunteers and even the local TV stations (who covered the even for the 5pm news on two networks.)


















In September 2008, Monolith Festival teamed up with Esurance for a day of environmental enrichment at the Cerebral Palsy campus in Denver, CO. The day was orchestrated to provide Monolith and Esurance to provide outreach and environmental education to a select location in the Denver market. Through our parternship with Denver Digs Trees organization, we were able to facilitate the need for reforestation on the CP campus in Denver. Shortly after our initials discussions did this evolve into a full scale event. This was truly a day to remember, for all of us. Minneapolis-based environmentally friendly art rockers Cloud Cult agreed to come perform three separate sets of music for the eager children. There was a band playing in their lunch room, they were painting their interpretation of trees to music, there was an ice cream man and the opportunity to get dirty planing trees on their front lawn - what an amazing day this was for these kids.


Media Opp - highlight local TV coverage

About Cerebral Palsy of Denver

An Interview With The Denver Post

Josh Baker, the Monolith Festival’s director, says that the festival will happen in 2009 — and there will be plenty of indie rock, dance music and hip-hop. Photo by Laurie Scavo. Interview by Ricardo Baca.

Now that the summer music festivals are making news – including the biggest party of the summer, the four-day ninth annual Denver Post Underground Music Showcase – the chatter is starting up about the Monolith Festival, Colorado’s indie rock bash that happens each September at Red Rocks.
This year’s fest is Sept. 12-13 at Red Rocks Amphitheatre, and the hipsters and scenesters are already spreading the gossip on the fest – “Monolith isn’t happening.” … “The festival was dropped by its promoter.” … “Paul McCartney’s going to headline.” But here’s the official word from the horse’s mouth, a.k.a. Monolith Festival director Josh Baker.
Question: So Monolith is definitely happening this year?
Answer: Absolutely.
Q: What will the aesthetic be? Last year was a lot of indie-dance and indie rock.
A: Indie, dance, hip-hop — and equal parts of each of those.
Q: You guys are no longer with AEG Live, which co-produced Monolith in 2007 and 2008.
A: Right now we are free agents and doing it on our own, for the time being. But it’s going to be our best year to date, and I’m very confident about the way things are shaping up. It’s certainly a lot more work for us this year, but its a labor of love - we enjoy every minute of it.

Read the full article here.

Wrap-Up Videos Protect & Secure Deals - Video Post

Wrap-Up Videos should be the #1 essential component of your post-event reporting process. Statistics are great for measurement, but you don't get that emotional "felt like I was there" feeling that video gives you.  You can create and produce these videos on a relatively low budget.  Not only are you giving your sponsors something tangible to connect with, you are creating content.  The same video can be re-purposed in a number of ways including teasers for your next event, TV/Cable spots and securing investment capital.  I have posted two wrap-up videos that I created (with the help of Giant Pictures - 2009 and Marshall Baumgartner - 2008.)

2009 Monolith Fesival Wrap-Up Video (Produced By Giant Pitctures)














2008 Monolith Festival - Sponsorship Wrap-Up Video produced by Marshall Baumgartner. You will see that this video was re-purposed as a sponsorship teaser for 2009.

Online Gaming Provides Unique Activation

This idea was concepted this idea as a "space invaders" style theme. Our goal was to create an online gaming experience (on a minimal budget) that would have an environmental tie in with the Monolith Festival. We wanted something that was a familiar playing style, fast-paced and company branded.

I give you "Trash Blaster". Fly over the hills and peaks of Red Rocks Amphitheatre with your mist-powered rocket ship. Along the way you encounter a number of recyclables and hazardous materials. Shoot them down and watch them head straight to their proper receptacles. And enjoy some tunes from your favorite Monolith artists in the process.

For the interactive, social feature of this project a national "leader board" was used to create competition amongst the players. Scores were posted real time to the leader board with prizes and tickets awarded on a weekly basis with one grand prize going to the highest score at the end.

This project attracted a nice round of media hits, over 4000 players and for the money ($10k all in) was considered a resounding success.

Give it a whirl and see if you can beat my score.

Play Trash Blaster

And That's The Best You Could Muster?

The New York Times recently reported that Universal has named Lucian Grainge as the new CEO of the Universal Music Group.  OK, fine.  Another CEO who is going to re-invent the music business, right?  Wrong.  This guy is on record, in the New York Times quoting "I believe that the CD will out-survive me as a format." What?  Are you going to die TOMORROW?  How can a newly appointed high-level exec (with a wealth of intel) spew unfathomable garbage like this.  CD sales are in the tank (down 12% while digital grows.)  Digital and Mobile is where its at.  For the most part, the CD is ALREADY dead.  Sure, you have your old-schoolers who are just now discovering digital music and Ipods. The future of music is accessibility.  I want it now - on my phone, in my car, in the gym.  Compact Discs just can't compete.  Maybe Mr. Grainge can revive the VHS format as a side project.  Bring back 8 tracks while you are at it.  Good luck Universal, your gonna need it.

Google Buzz passing Twitter

Google Buzz already posting higher numbers than Twitter?  Yes!  Gmail just has too many users.  Google has finally figured out a way to play in the social media game.  Take a Look.

Get Buzz for your mobile phone
Google (quickly) address Google Buzz privacy issues
5 Reasons why Buzz will not "Buzz Out"
Myspace CEO Owen Van Natta Quits.  Uh oh!

Can social media save broadcast television?

A few nights ago I had an interesting conversation with James Burnes of Mobiltopia.  It was all mobile integration and apps.  Quickly the conversation turned to television.  Apps on TV.  I knew it was happening but had not done much research.  He mentioned that several TV manufacturers are rolling out TV's capable of running apps and widgets.  You control it all right from your remote.  I found it interesting and filed it mentally.  Then, I open up the new Sports Illustrated and see an add for the new Samsung LED TV with apps and widgets popping out of it.  The tagline? CONNECTED! Yahoo Connected TV is powering all of this.  Its not just Samsung.  Sony, Vizio and LG are on board too. Then I realized, I am already tracking my fantasy football team through my U-Verse.  Its happening right in front of us.  Online video streaming to your TV is in full swing.  Blockbuster and Netflix are growing their online business aggressively.  Boxee is giving you online access from your TV (whether Hulu likes it or not.)  What does all this mean? Are we that lazy or that intrigued?  Probably a combination of both.

The more we talked, the more I really started to realize the implications of apps.  Not just for your mobile phones and TV's, but for other things.  Refrigerators, your thermostat, your coffee maker.  What if you could adjust the temperature in your house FROM YOUR PHONE?  What if you log in to your grocery list app and your fridge sends you a note saying "your out of milk?" Now that's useful!  Its going to happen.

Get up to speed:
Can Social Media Save Broadcast Television
Intel's Net-Enabled TV
Yahoo's Connected TV

Music Is Instrumental Youth Program

Another highlight of my career centers around the creation of the Music Is Instrumental Program.  I worked with Indy Parks and Recreation to create a youth music awareness and education program the tied in with the Midwest Music Summit and the Summer NAMM conference of 2005. 

As a non-profit organization the MMS worked to incorporate many activities and ideas in and around the program specifically geared towards creating an interest in music for our future generations. 19 different workshops and community round-tables were produced, as well as programming music into the Indy Parks Summer Camp programs.  Additionally, we worked with a number of NAMM music manufacturers to provide instrument donations which were given to Central Indiana school music programs.

Is a resume still relevant?

I read an interesting post on Seth Godin's blog today about the relevancy of a resume.  He made some exceptional points on how a resume could work to your disadvantage, in some cases.  No one is going to stop using resumes as a career search tool but his perspective is exactly what I have been thinking.  This is 2010, right?  We're smarter now.  We think in different ways than we used to.  How do you position yourself against "x" candidate who has the all the paperwork to show he/she is worthy?  X has not been in the trenches slugging it out, hasn't done that many (if any deals), there has been no trial and error and he certainly doesn't have the initiative to roll up in a prospects office and close the deal "off the cuff". On the other side you have "the veteran" who's so stuck in his ways of 15 years ago and he couldn't tweet his way out of a chat room.  In the age of social media, online tools and video; it seems like you can't afford NOT to utilize all of the resources to market yourself.  It's much more tangible. It's a good thing I came across Seth's post because it is exactly what I have been thinking.  Its the reason my main reason for taking a more aggressive online approach finding a new position.  My experience is very defined, but it easily crosses multiple industries.  Take a look.  Its a good read.

A Double Dose of Thursday Goodness

Cabin fever got you down?  Well I have your remedy.  The snow will fade Wednesday afternoon just in time for you to get out of the house and join me for not one, but two epic shows.  This Thursday MOKB Presents gives you a double-dose of excuses to get off the couch.

Lucero's Memphis Music Review at The Vogue
7 PM (Early Show) - Buy Tickets
If you are a fan of Drive-by-Truckers, Hank Jr., The Replacements or Son Volt; you will love Lucero's Memphis-breed of outlaw country.  Well, its not country.  It's not punk rock.  It falls somewhere in between. Kind of reminds me of a glass of gravel with some George Dickel poured in.  Tasty, yet a little rough.  Great songwriters, too.

Listen to the WTTS Radio Spot - I've done my fair share of writing radio spots
Listen to Lucero on Myspace - Dig that San Francisco track. Can you tell?

Then, we head downtown for an indie rock vs hip hop dance marathon with The Hood Internet at Blu.  The Hood Internet is one of the most dowloaded mash-up artists in the world.  They did a show for us back in December and it was absolute insanity.  The crowd was a nice mix of hipsters, dance music fanatics and "Chads & Jessicas".  If your looking to cut loose and get your dance on, this is the one for you.

Plus, you can check out one of our new promotions we just launched.  Since our good friend Slater Hogan is turning 40 (It's his B-day Party), we decided to center the event around Pabst Blue Ribbon 40 ouncers.  We commissioned Indiana poster artists Dave Windish of Mile 44 to silkscreen 100 brown paper 40oz bags with a commemorative event design.  The custom printed bags packaged with a free 40oz from the bar and preferred show access comprise the VIP package for the event.


Get tickets for The Hood Internet, Slater Hogan, Phenom

A mountain of press

When planning an event i iss important not to focus on your "emotional" demographic. You know the one you THINK is your audience. You just know it. Well, do your research because 75% of the time you will be completely blindsided. When crafting your event you should also consider the "sexy factors" that appeal, not just to your audience, but to the media as well. Whats unique? What's newsworthy about this?

I have been very fortunate to create and brand some amazing events, but none as much as the Monolith Festival at Red Rocks Amphitheatre. Location, Market, Concept, Artists, Attendees AND Media; it all worked together seamlessly. It had the "sexy factor".  People were tired of massive field festivals and lack of personal attention.  We filled that niche and we did it in the #1 venue in North American.  All of these factors combined for a massive amount amazing media coverage. It was a driving force behind building the brand as well as shaping a mental picture for potential destination travelers. Take a look at what some of these nice folks had to say about us.

Spin Magazine
Rolling Stone
Paste Magazine
Paste Magazine - Fan Feedback

One thing is for sure, we know how to throw a party.  Watch the Passion Pit insane dance party of 2009

Core One Creative and MMS strike deal for shuttle bus

As you have read, the MMS and NAMM struck a cooperative partnership deal to host both events simutaneoulsy in Indianapolis (2005). Through this partnership a number of doors were opened for unique sponsorships between both events. One of our biggest goals was to provide an evening outlet for the 40,000 plus attendees (who were all in the music instrument/gear business) via Midwest Music Summit live music shows. Our biggest challenge was getting them to leave their comforts of downtown and explore the city. We secured a deal with Core One Creative (makers of many fine cable products including Bullet Cables) and the CICF (Central Indiana Community Foundation.) The deal afforded the ability to create and brand a shuttle route around the city utilizing three luxury coach buses. Attendees from both events were thrilled with the idea that they could spend their day at a trade show, then head out and watch some great live music. No cabs, No Driving. All of this at no cost. Core One Creative brought in secondary partners including Red Bull and Vitamain Water to provide complimentary beverages to riders while giving way nearly $8,000 in free product.

Read more here.

JB on Naptown Job Swap

Thanks to Evan Finch over at Naptown Job Swap (formerly The Network) for giving me a little shout out (and saying some really nice things.) Evan maintains a network of hundreds of contacts in the advertising and marketing fields. His weekly job emails and postings have turned into a full fledged career search blog.

This was my favorite excerpt from his note:

Though most of Josh’s jobs have dealt with music, I believe he would excel at organizing or marketing any kind of event. He’s the kind of guy who could take over the world if you gave him a laptop, a phone, a cup of coffee and an intern.

Nice! Intern is a definite plus. Coming soon: The proper use of interns and how to keep them motivated. Seriously, its coming.

Social media artist announcement attracts media, fans and followers

It's nice to say you were first at something. Well, no one has challenged us yet so we are sticking to it. In 2009 I wanted to craft a unique platform to build up our social media base. As a festival or once-a-year event, there are only a handful of opportunities to capitalize on your media push. One of those times, and probably the most important, is when you announce your performing artists. At the time, Facebook was motoring and Twitter was taking over the world. These two social media buzz words seemed seemed to lend instant credibility (as silly as it sounds) to any business. We were on the forefront of this, it just happened that the timing for the push was right on schedule with the hype machine.

We leveraged the power and reach or the media to help drive traffic to our social networks. Most events will send out one press release that houses all of their artists who are performing at the event. We chose to dissect this and release small, digestible pieces of information, but spread it out over time and increase the frequency. One press release was sent out informing the media on how we would "leak" the lineup. By doing this we held the attention of our core audience, continuously built of our Facebook Fan Page (grew from1 member to over 3000 in 4 weeks) and drove new followers to our Twitter account (grew from 1 follower to over 1000 in 3 weeks). IT WORKED! Of course there were people who couldn't grasp the concept (or who were just too impatient) but the majority LIVED FOR IT! What we found was they were all watching. Every single day! For three weeks, every day was like Christmas Day to an eager group of loyal follwers. There was a wealth of fan-to-fan interaction on the Facebook community. Instead of one big tweet about the lineup, there were hundreds each day about one artists. This continued to spiral into one of most unique marketing concepts to date (and there have been some good ones). The media continued to pick up bits and pieces and increase the frequency of the coverage. Everone watched as we built the story, right before their eyes. The best part is, they are all still there. Wanting more.

Take a peek at some of the press coverage as it was unfolding.

Denver’s Monolith Festival 2009 is Sept. 12-13: Girl Talk First Major Act Announced –Promoters are Releasing Band Roster on Facebook and Twitter

Written by clubnotes in Monday, May 18th 2009

Girl Talk is the first major Monolith Fest act to be announced

Most music festival press releases give out an entire roster of bands. However, the Monolith Festival is doing something a little different this year.
The festival promoters are very slowly divulging the band roster on Facebook and Twitter, so music fans have to keep checking out the fest’s progress.
This much we know for sure: Monolith will be taking place September 12-13 at Colorado’s Red Rocks Amphitheatre.
It feels like we’re getting little clues to a puzzle

Continue Reading>>

More:
NME (London) , Denver Post, The Colorado Daily, My Old Kentucky Blog, 8201, ZME