Music and Teens Spotting the Latest Trends

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Music and TeensSpotting the Latest Trends

• 4.13.05

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Todays 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

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Teens - An Introduction

• 34 million strong
• The current Teen market represents the most
  multicultural population the United States has
  ever seen.
• Todays 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.

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Teen Buying Power

• Teens are a powerful force in the U.S. market
  spending 112.5 billion in 2003

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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

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Teens are Different to Market to

• Different world, icons new language
• Traditional media approaches dont 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

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Teens And Marketing

• They have high expectations of brand delivery
• They are confident enabled they recognize
  they are being marketed tothey 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

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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

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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

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For Teens, its 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. Its
  my life.
• - a teen in US News World Report The Music
  issue 7/08/02

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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, CDs, MP3s)
• 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

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See for Yourself

• Go to a live concertlook 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

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So What IS Hot?

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

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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 whats coming next
  (record executives, fashion executives,
  technologists)

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Music and New Technology

• Its how teens consume musicno CDs, no
  artworkjust 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
  (youve won backstage passes)
• Video Games

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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

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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
• RB/Soul 12
• Soft Rock 12
• Gospel/Chirstian 11

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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

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Record Labels are your Friend

• Dont 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

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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)

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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

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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

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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!

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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.

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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

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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/GG
• AF
• Hollister
• Atlantis Resort/Bahamas

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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.

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MADD Organizational Profile

• 600 Chapters (rural, urban, suburban)
• Presence in all 50 states
• 2 million diverse members and supporters
• Men, women, youth, victims, concerned citizens

• Founded in 1980
• Single, national 501(c)(3) organization
• Nations largest crime victim assistance
  organization
• More than 2,300 anti-drunk driving and underage
  drinking laws passed since inception

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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, were confident
youd come up with the same list.
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The Power to Reach

• 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

www.madd.org
MADDs award-winning magazine is published twice
yearly and reaches 2 million people annually.
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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.

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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

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MADD Multimedia Assemblies

• 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

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MADD Multimedia Assemblies

• 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

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MADD Multimedia Assemblies

• 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)

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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
• Kelloggs
• Bugle Boy Jeans
• VH-1 Save the Music
• General Growth Partners

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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
  CDs and downloads from top teen artists
• Result Significant increase school cafeteria
  sales up 50

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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

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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

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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

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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

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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

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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

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Conclusion - Teen Motivators

• Independence and freedom
• Control of their world
• Interactivity and connectivity with others
• Stress relief
• Fun in everything they do

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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!!!