hollywood billionaire

Chapter 42 Promotion Plan
"Keep it."

Without any hesitation, Zhao Youzhen blurted out.

"Don't you think we should make a better music video for her?"

Han Yi dug out Bili's "Ocean Eyes" MV on YouTube, and handed the phone to Zhao Youzhen.This MV was commissioned by new director Megan Thompson to produce this MV, which was commissioned by the A&R company Platoon signed by Bili. Sing the song in its entirety.

"No, I think it fits her current identity." Zhao Youzhen shook her head and said, "Bili is a SoundCloud musician, we need to preserve her amateurishness as much as possible so as to attract more potential fans attention. What we want is to make people think that Billie Eilish is an independent singer-songwriter with amazing talent, not another big label assembly line product. The MV with high cost and big scenes is good, but it has nothing to do with Billie Eilish. Pears have conflicting ages, experiences and labels."

"Everyone can only be a newcomer once, and we should cherish her current stage. So my suggestion is to keep this MV and continue to promote it. When the song and the video itself have a certain amount of traffic, we will officially announce that she has signed a record company, and then logically release the label version of the MV, or the official version of the MV, whatever you want to call it."

"Describe your strategy in one sentence." Han Yi continued to challenge Zhao Youzhen.

"Let the experts hear the professionalism, and let the laymen see the realism." Zhao Youzhen frowned slightly, and after thinking carefully for a moment, he replied, "That's why we asked Serb Garner to do the post-processing, but keep the rough feeling of the MV. Reason. People in the industry only need to glance at the credits to know that this is a work of high standards that needs to be taken seriously, but this perception will not carry over to the consumer market, because ordinary audiences do not know Serbon and cannot hear it. Which part comes out belongs to music creation and which part belongs to post-processing. She is still an unmodified rough diamond in the eyes of the public, and it is still the kind with excellent texture.”

"It's great." Han Yi clapped his hands lightly, "The expression is very precise, and there is nothing wrong with the strategy in my opinion."

"Would you like some more meat, sir?"

Unexpectedly, Han Yi's applause attracted the meat cutter who was wandering around the front hall with the barbecue.

"Ah, no, I don't need it for now... give the lady some."

After the service staff left, Han Yi grinned awkwardly.

"He must have thought I was an arrogant guy, beckoning him with a clap."

"I don't think they will mind. You spent $36.95, and you have only eaten three pieces of meat so far." Zhao Youzhen looked at Han Yi with a smile, with a hint of teasing in his tone.

"I'm just balancing your consumption."

"It's not polite to say that about a lady."

"I didn't say lady." After finishing speaking, Han Yi quickly changed the subject without giving the girl time to retort, "Continue with our plan. After the post-production and MV, it really comes to the promotion level. Do you have any suggestions? "

"It's your turn to share your ideas." Zhao Youzhen spread his hands and pointed at Han Yi, "You have much more knowledge in this area than I do. I'll listen to your ideas first, and then I'll be the devil's spokesperson."

"It's fair, then let me do it." Han Yi sat up a little bit, "First of all, we must recognize our limitations. Currently, the biggest disadvantage is that we have not established a stable cooperative relationship with the platform."

"Are you talking about a radio station or a streaming platform?"

"All."

"Record labels across America, big and small, release hundreds of albums and thousands of singles every week. In the days of physical records, this music would be sent to the radio stations on CD. Now, people are in it. The audition link is attached in the e-mail. The program director, music director and DJ of the station will pick out suitable parts from the songs received and put them into the weekly or monthly updated radio playlist.”

"In order to let the radio stations play as many songs as possible, each record company will recruit a dedicated radio promotion team to lobby radio stations in the federal territory and the world. Artists will also be sent to radio stations and pre-release activities across the country to promote and Relationships and stickiness between stations. Of course, while the FCC strictly prohibits it, there have been many under-the-table deals so far, where the record company pays and the station manager plays the song."

"And this is the first problem we have to face, the establishment of industry relationships." Han Yi stretched out three fingers, "Universal, Sony, Warner, every large music group has their long-term cooperative radio station, just by digging one or two Publicists and public relations managers, or money for one or two radio station music directors, it is difficult to obtain sufficient radio resources nationwide. Even if it can enter the playlist, the chance of becoming a heavy rotation is very small.”

Rotation is a proper noun related to music radio, which refers to the frequency of a song played on a certain radio station. Light rotation means that the song will only be played a few times a week, and a medium rotation song may have a few chances to appear in a 24-hour period.And if it can be put into the playlist of heavy rotation, this song will be played on a daily basis.In other words, only when it enters the heavy rotation of the radio station, can a song really effectively carry out radio promotion.

Of course, some songs will get lunar rotation, that is, non-prime time playback opportunities, usually in the middle of the night, which is more suitable for more adult music, such as gangsta rap or pop jazz.

"In two or three years, when we have continuous music output and stable industry relations, maybe the radio exposure can catch up. But now, it's just "Ocean Eyes", don't think about radio issues at all... Even if you do, it’s a waste of effort.”

"So, your strategy is to focus on music streaming platforms?"

"Not just music streaming, but online as a whole."

Han Yi took a sip of ice water, moistened his throat, and called out the accumulated materials from his mind before continuing.

"In 2005, Billboard included paid downloads into the list rankings. In 2007, it added the number of digital playbacks. In 2013, it further included YouTube video playback data into the calculation formula. The current conversion formula is 1 download. Or sales equals 75 online airplays, equals 1500 radio airplays."

"I know, but this calculation method is still extremely inclined to radio broadcasts." Zhao Youzhen interrupted, "Sales and online broadcasts are counted separately, only radio broadcasts are calculated according to the number of people covered. Nielsen BDS detected that there are How many people's channels are tuned to that frequency, regardless of whether those people are actually listening or not."

"Yes, otherwise the radio promotion would have died out long ago. It is precisely because they still have the right to speak on the rankings and the data is well mixed, so most of the music radio practitioners can continue to survive. But..." Han Yidun After a pause, he said, "Radio broadcasting may become a barrier for new songs to gain attention and enter the charts, but as long as a song is popular enough online, it can still get good data and rankings. Take your compatriots as an example, "Gangnam When Style" went viral on YouTube, how could there be any radio stations playing it?"

In fact, it was "Gangnam Style" that became the first MV in the history of YouTube to break through one billion views, and "Harlem Shake" in 2012-2013, which appeared endlessly on the Internet, which finally prompted Billboard magazine to make a decision. YouTube views are also factored into the ranking calculation decision.

"Are you going to buy a YouTube advertisement for the MV? I remember that their price is not cheap." Zhao Youzhen wrote and drew on his mobile phone, and quickly found YouTube's official promotion fee standard, "A viewing is $0.01 to $0.03, which is Saying [-] plays would cost at least a thousand dollars."

"Advertising will definitely be done, and we will launch it in several key cities based on the characteristic portraits of Bili's audience."

"Where can I get enough portraits? The 24.6 playbacks on SoundCloud is definitely not enough, and the platform is too limited."

"This is the plan I'm going to propose. First of all, we should promote playlists. Whether it's Spotify, Apple Music or Tidal, we need to get as many playlists as possible on the platform. Official ones, as well as user-made ones. "

"The playlist is indeed becoming more and more important." Zhao Youzhen deeply agrees with this, "I have seen a series of revision measures of Spotify recently, and they have been adjusting the exposure weight of the playlist."

"Yes, playlists are one of the most important ways of music channel marketing in the next era..." Han Yi said, "Even online platforms have gone through several stages of development. In the era of iTunes, the platform will The songs they want to recommend are placed on the homepage, and other songs are placed in the category list or drop-down menu of the artist list. If users want to find a song that is not mainstream, it may take a lot of time and effort. At that time, mainstream Record labels still hold the hegemony firmly, and only singles from their mainstream stars can get a lot of exposure in the online world."

"But with the emergence of music streaming platforms like Spotify, the way music is exposed is also being innovated. Music streaming platforms are different from iTunes, which relies on paid downloads to survive, so they need to show on the front page who can get the music the fastest. Browsing is transformed into paid high-value products, such as Madonna, Britney, and Michael Jackson. But in the streaming media era, the main source of income for Spotify and Apple Music is membership subscriptions and advertising sharing. At this time, the main task of the platform has become how to Keep users on the platform for a large number of free broadcasts, thereby increasing member conversion rates and ad click-through rates.”

"Soon, Spotify found that due to the lazy inertia of users, they usually only browse the content of the homepage. If there is too little music on the homepage, the time spent using the app will be reduced...and the screen is so big, it can only With so many columns, how can we fit as much music as possible into the same number of boxes?"

"Song list? Originally, we only recommended a single or an album. If we presented it in the form of a play list, we could display hundreds of songs at the same time, right." Zhao Youzhen keenly captured Han Yi's core argument.

"Yes, playlists are the most effective means for streaming media platforms to increase the amount of homepage content and user usage time. A playlist that suits your appetite can keep users on a platform for a long time, because they will directly bookmark the playlist , every time I want to listen to this type of music, I will click on the playlist and choose to play it randomly.” Speaking of this, Han Yi strengthened his tone, “It is only the initial period of playlist promotion, at most one year, Yujin, one year at most... You will see streaming platforms all over the world begin to make personalized recommendation of playlists a key research project."

"Personalized recommendations?"

"Yes, imagine that in the future, the homepage you open will be completely different from the homepage I open." The short video platform that leads the trend of personalized recommendations is still six months away from its official launch.Although the term big data has been invented for more than [-] years, it will take another two to three years to truly combine with user behavior patterns and consumption habits to produce applications with market influence.Now is the time when Han Yi's advanced information is most valuable, and it is also the last window to increase bets in advance.

Investing in Musically and Tik Tok seems to be on the agenda.

"The platform will study your listening habits, and then customize the push stream on the homepage for you, so that whenever you open the app, you can get the music that suits you best at the first time, which fundamentally solves the problem of the content of the homepage. Problem. If each user has a separate Page, the amount of content that can be displayed on a Page is, broadly speaking, close to infinite."

“You mean like Amazon, right? Recommendations based on buying habits. And Netflix.”

"Oh, yes, just like them." Han Yi patted his head. There are already pioneers using and improving this technology in this era, but this trend has not yet reached the music industry.

"This is the general trend of all industries, so we must plan in advance. What you need to do, Yujin, is to be responsible for the streaming media platform as soon as possible after we signed the contract with Billy and Phineas. People, establish a cooperative relationship with them, and get the editor’s recommended playlist from them. Regardless of the level of traffic, regardless of the scale, there will be an explosive growth in the next one or two years.”

"I wrote it down." Zhao Youzhen opened the memo and recorded it meticulously. Compared with his career, the temptation of barbecue seems not so great.

"Also, explore the playlists made by users. Although the exposure they get now is far less than the official playlist, but soon, self-made playlists will become the mainstay of the personalized recommendation field. People prefer humane recommendations. , not from the machine."

"Write down a batch of playlists with high play volume, record their play volume growth in a week, and then choose the most active playlists to contact. If they are willing to sell, as long as the price is not too outrageous, buy them all In our hands, this will become a very powerful promotional tool and valuable asset in the future. If you don’t want to sell, it doesn’t matter, you can sign a short-term or long-term contract with them and buy out the first three positions in their playlist.” Han Yi described The song list promotion method is already a practice used by all record companies in 2023, but seven years ago, this brand new digital marketing model was still very novel.

"Buy the playlist? Does it mean to buy the entire user account?" Zhao Youzhen's eyes lit up slightly, and she was very grateful for the excitement of discovering the new world.

"Yes, if a playlist currently has only 300 million plays, but grows at a rate of 100 million per week, it will become a hit playlist with tens of millions in two months. And most of these streams will Summarized to the first few works of the playlist." Han Yi clasped his hands on the table, and then slowly lifted them up, rising higher and higher, "Next, I will hire special operation personnel to manage these playlists. The higher the traffic of the order, the higher the playback volume of the work, and naturally, the exposure, volume and royalties we get from the streaming platform will also increase rapidly.”

"It may cost one or two thousand dollars to buy a playlist now, or even one or two hundred dollars, because few people realize their value. But think about it, 100 million plays is equal to 4000 dollars on Spotify, and 5000 million dollars on Apple Music. That equals $12000, and at Deezer, that’s a full $[-] in royalties.”

"What we bought was not only Bili's promotional tool, but also a cash cow that continues to make money... It was obtained through completely legal and legitimate means."

"You're really—too amazing." After recording all the key points in the memo, Zhao Youzhen breathed a sigh of relief, raised his head, and looked at Han Yi with admiration and even obsession in his eyes.

In the field that the girl loves, lead her on the right path with the vision and mentality beyond the times, and climb to the top step by step.

Such a man has a fatal attraction that Zhao Youzhen can't resist.

"I will complete these tasks perfectly, including post-production issues." Zhao Youzhen held the phone tightly with both hands, and said softly, "Trust me."

"I have absolute trust in you." Han Yi smiled encouragingly at her, "If you can successfully complete this task in the next month, I believe my record company will have an extra partner seat .”

"Well, I promise!" Zhao Youzhen stared straight at Han Yi, with a brighter smile than the other party.

"I also have strong confidence in you... the company structure and legal documents will definitely be as perfect as the three major groups."

"Yes, that's exactly what I'm going to do next." Han Yi likes girls from famous schools who are as sharp and intelligent as Xu Yiru and Zhao Youzhen. When talking to them, he never needs to spend much time explaining.Without even using eyes and hints, they can use their own judgment to deduce what will happen next and the role they need to play in the whole plan.

"Tomorrow I have an appointment with Jordan Bromley at the Grove Shopping Center. If there is no accident, he will be our legal counsel for the music section."

　Thank you Yuezzzyyy for your long comment!A new chapter is specially added for everyone

　　
　
(End of this chapter)