Recent Keynote given at South X SouthWest Music festival in Austin Texas

1. Attention!
You Need One Another
The Band (& Brand) Bootcamp: SXSW 2009
Mike Tunnicliffe
March 2009
email : mike@miketunnicliffe.com
web: http://www.miketunnicliffe.com

2. Traditional &
POS
Alternative
Pricing Media
Sponsorship
&
Atvation / PR
Promotions
Idea CRM
Customers
/ Database
Sampling Events

3. Tunnicliffe On ‘The Big Bang’
http://www.videethis.com/MIKE.mov

4. Brands Are Increasingly
Marketing Through Entertainment

5. Brands Need Cultural Connections
'Change used to come through the
market like big, slow breakers. We
could see trends a long way off and
track them as they rolled in. Now
the waters are choppier, more
confused. Some days it’s a perfect
storm out there, as trends collide.
In all the noise, Levi’s missed
hip-hop. It cost them $1
billion dollars in sales in
one year. As a member of the
marketing team said later, ‘Who
knew baggy pants were a paradigm
shift? ‘
‘ (Big brands need A & R!) ’
Flock and Flow: Predicting and Managing
Change in a Dynamic Marketplace
Grant McCracken

6. Successful Music ‘Brands’
Have Strong Cultural Connections

7. Successful Music 'Brands' Are Built Around
Passions, Aspirations, Visions & Each Has A
Unique DNA / Identity

8. Artists Are Increasingly Getting Into
The Brand Development Business Too…..

9. Consumers Are Increasingly Getting Into
The 'Entertainment' Business

10. Balancing The Needs Of All Three
Parties Can Create Results
CORPORATE
ARTISTS
BRANDS
FANS

11. Evolving Brand-Music Partnerships
Brand-Music
Partnerships
Brand-Music
Integrations
Brand-Music
Associations

12. CORPORATE
ARTISTS
BRNDS
FANS

13. Uniquely Connecting The
World To Music
www.miketunnicliffe.com
www.filamentgrp.com
Bringing Brands and Entertainment Together

14. Tim Mcgraw / Faith Hill & Jeep

15. Tim McGraw / Faith Hill & Jeep
• The Partnership
- Jeep support ‘soul 2 soul tour’
- VIP shows
- Fan exclusives
- Authentic brand fit ‘Country & personal
affinity’
- “My jeep’ stories drive ad campaign
• Tim McGraw/Faith Hill
- Exposure
- $$
- Charity angle
- Exclusive content and access
for fans
• Jeep
- Totally relevant & high profile celebrity
endorsement
- Integrated multi platform campaign
View Film Here:
http://www.youtube.com/watch?
• Fans
v=ed7R5BcT6Uw
- Exclusive access
- Exposure / access to Tim
McGraw & Faith Hill

16. Uniquely Connecting The
World To Music
www.miketunnicliffe.com
www.filamentgrp.com
Bringing Brands and Entertainment Together

17. Panic At The Disco & Honda
http://civictour.honda.com/

18. Panic At The Disco / Honda Civic
• The Partnership
- Summer Tour
- Green Message
- Long running series
- Panic designed Car
- Green Experience and message from both
act and brand
• Honda
- Association with latest in a long line of 'cool '
acts
- Multiplatform / integrated
- Exclusive content consumers
• Panic At The Disco
- Exposure ,
- Greater # of venues
- Green message
- Exclusive content / fan
interaction
• Fans
- Exposure/ access
- Content
- New Acts

19. Uniquely Connecting The
World To Music
www.miketunnicliffe.com
www.filamentgrp.com
Bringing Brands and Entertainment Together

20. Madonna & Sunsilk

21. Madonna/Sunsilk Benefits & Brand
Attributes
• The Platform
- Global Album launch / global
Sunsilk ad campaign
- Appearance in commercial
- Simultaneous launch of 'Four
Minutes' and Campaign at 12.00
GMT
- Free download
• Madonna
- ‘Chameleon’ like
- Evolving look and ‘reinvention’
- Fans get added value
- Exposure & $$$
• Sunsilk
- ‘Change your hair, change the
way you feel’
View Film Here: - Global launch platform
http://www.youtube.com/watch? - Consumer ‘goodies’
v=PZ7O7Uql-v4
• Fans
- Free music
- Exposure to Madonna

22. Uniquely Connecting The
World To Music
www.miketunnicliffe.com
www.filamentgrp.com
Bringing Brands and Entertainment Together

23. Groove Armada & Bacardi
• The Partnership
- Groove Armada sign to Bacardi instead of
label
- Global Music platform built
- Songs and Show created
-Brand fit between Bacardi Music platform &
dance music
• Bacardi
- Relevant & high profile extension of
‘Bacardi Live’ music platform
- High profile act
- Exclusive content
• Groove Armada
- Financial security
- Control over content
- Bigger platform and venues
- Broaden fan base
• Fans
- Exclusive content
- Greater access / exposure

24. Groove Armada & Bacardi
http://www.youtube.com/watch?v=cj5XdJizaqY

25. Wrigley’s ‘Seeding’ The Sound With
Chris Brown’s ’Forever’
• The Partnership
- ‘Forever’ released as a single
- Billboard 100 top 10
- Song placed in commercial with Chris
Brown appearing
• Wrigley’s
- Songs already part of pop culture
- Relevant lyrics
- Celebrity ‘endorsement’
• Chris Brown
- Exposure
- $$
• Fans
- ??
- Exposure / access to Chris
Brown

26. Wrigley’s ‘Seeding’ The Sound With
Chris Brown’s ‘Forever’
http://www.youtube.com/watch?v=enJbXlb4zqo

27. Uniquely Connecting The
World To Music
www.miketunnicliffe.com
www.filamentgrp.com
Bringing Brands and Entertainment Together

29. Tag Records
http://www.tagrecords.com/

30. Deal & Benefits
• The Partnership
- ‘JV label
- Break Urban artists through TAG marketing
- P&G underwrite
- Profit Shared
• TAG
- Authentic way of reaching Urban market
- Giving value to consumers
- Potential to profit
• Artists
- Exposure
- $$ Value
- Connections with Fans
• Fans
- Exposure to new artists
- Exclusive content

31. How Do We Get Noticed?
Traditional &
POS
Alternative
Pricing Media
Sponsorship
&
Atvation / PR
Promotions
Idea CRM
Customers
/ Database
Sampling Events

32. The Top Ways For Artists To Get Exposure
For Their Music Is Through Brands

33. Media/Shows Are Brands Too
Greys Anatomy / Snow Patrol:
http://www.youtube.com/watch?v=8vSWGNqI-sI
The OC:
http://www.youtube.com/watch?v=kXZQ42FlLjc

34. Getting Your Brand Out There
• Define your ‘Brand Values’ & the relevance of
your songs
• Learn about the brand that you are pitching to
• Know your fan base (it’s a brands customer
base)
• Develop innovative ideas that :
– Enhance your brand
– Enhance your partners brand
– Gives something to your fans

35. Uniquely Connecting The
World To Music
www.miketunnicliffe.com
www.filamentgrp.com
Bringing Brands and Entertainment Together

36. Defining Your Brand

37. Defining Your Brand

38. Think About Your Songs Relevance
http://www.youtube.com/watch?v=oAvcN9rJFUQ

39. Think About Your Songs Relevance
• Aerosmith: quot;Sweet Emotionquot; Ice Cream
quot;Walk this Wayquot; Crocs
• Britney Spears: quot;Oops I Did It Again”
Paper Towels ... or Diapers
• Duran Duran: quot;Hungry Like The Wolfquot; Dog Food
• Earth Wind & Fire: quot;Got To Get You Into My Life”
Dating Service
• Procol Harem: quot;Knights In White Satin” Sheets
• Steppenwolf: quot;Born to Be Wildquot; Condoms

40. Think About Your ‘Brand’

41. How Do We Get Noticed?
Traditional &
POS
Alternative
Pricing Media
Sponsorship
&
Atvation / PR
Promotions
Idea CRM
Customers
/ Database
Sampling Events

42. Ryan Star Brand Partnership Ideas
• Telecomms • Pens / writing instruments
(Sharpie , Parker, Bic )
– ‘Connecting with fans’
– America’s greatest pens for
– ‘Connecting fans together’
America’s greatest songwriters
– Keep in touch with family when
• Sports teams , Olympics
on the road
– Use mobile to connect with fans sponsors , sports shows
at gig (Black Eyed Peas)
– Show the world , winning ,
– Artists in residence at Verizon make every second count
• Converse
– The authentic American
rockstars shoe
• Levis
– The authentic American jean

43. Ryan Star: Sports Video ‘Mood’ Reel
http://www.videethis.com/OLYMPICS.mov
Be patient the initial load time is slow! (c.60 seconds)

44. Write Songs With Ads In Mind
Working For The USA: Steve Cooke
Cause I’m a working man- yes I’m a working man
And I work for Uncle Sam
Oh, I’m a working man- yeah, I’m a working man
And god he knows that I am
I work For the USA - For the USA - For the USA.
Yes I do baby
For the USA - For the USA - For the USA.

45. This Is Just The Beginning

46. Questions