Music Artist Management Plan - Tiarnie

TIARNIE Management plan

ENT 304 Professional Practice III

Jordan Hartland Laura Hernandez Lainey Rodd, Frankie Beya

TABLE OF CONTENTS 1. ARTIST PROPOSITION 1.1 Bio 1.2 Ownership 1.3 Song registrations

2. MARKETING STRATEGY 2.1 2.2 2.3 2.4 2.5 2.6 2.7

SWOT Analysis Competition Target Market Marketing objectives Social strategy Content grid Key industry partners

3. BUDGET

4. AUDIO

5. APPENDICES

1. ARTIST PROPOSITION

Tiarnie Haridemos is an Australian vocalist, pianist, guitarist and songwriter, but mostly, a STORYTELLER. As opposed to popular commercial artists, she gives her music a truly intimate meaning, translating her deepest feelings into songs. Her lyrics are vivid imagery that immerses the listeners in her own story while her indie-pop music touches hearts and connects fans. Each piece of music she performs is a rollercoaster of truthful emotions completed by a melodic voice, an attractive look and a tuned guitar.

1.1 Bio Expressive, emotional, passionate and incredibly talented, this young singer is breaking Sydney’s music scene with lyrics that come from the heart and a signature indie pop style.

In a small rural town on the outskirts of Canberra, a very creative child with a wild imagination found a way to narrate her experiences and understand her own thoughts through music. From writing poems and short stories, she evolved into a songwriter, pianist, guitarist and vocalist, with beautiful stories to tell.

Very soon her talent was acknowledged; she led in numerous local musicals in Canberra, became the singer for her college Jazz Band, and started performing at weddings, a role that has taken her as far as Shanghai.

After moving to Sydney in pursuit of a career in music, she has written incredibly personal and emotional songs:

“I use songwriting as a form of therapy, and so my songs are often a collection of my deepest, darkest thoughts�.

Socials Unlike other musicians, she is willing to be vulnerable and express to her fans how she is truly feeling. She refuses to let her art fall into commercialism and empty entertainment; instead, she seeks to connect with the listener through a touching storytelling.

Inspired by artists like Paul Kelly, Angus and Julia Stone, Taylor Swift and Ed Sheeran, she is ready to walk the path to success accompanied by her charisma, an attractive and youthful appearance and a strong desire to truly immerse people into her story.

Tianie music @Tiarniemusic Tiarnie music tiarniemusic@gmail.com

1.2 Ownership

1.3 Song registrations

APRA/AMCOS Artist name:

Single to release:

TIARNIE

DUST

Ownership

Ownership

LYRICS

MUSIC

Lyrics by Tiarnie

Music by Tiarnie

100%

100%

royalties

royalties

Š2017 Tiarnie.

All rights reserved.

Registration submitted on November 8th, 2017 Temporary Member number: 832659 (Currently waiting for work forms and financial details to be submitted) Single registration scheduled for December 8th, 2017

ARIA, Catalogue number and ISRC (International Sound Recording Code)

Registrations will be submitted after the first single release, since these are not cost-free services.

Estimated registration date: February 2018.

2. MARKETING STRATEGY 2.1 SWOT Analysis

STRENGHTS

WEAKNESSES

Songwriting skills Multi-instrumentalist Appealing image Relatable message Music degree

Minimal experience Minimal connections and networks Limited song topics Limited budget

OPPORTUNITIES Video advertising and streaming Social platforms JMC Academy support Inexpensive ways of recording and releasing audios.

THREATS Common music genre Local and international competition Tight-knit network in the music industry.

2.2 Competition

Caitlyn Shadbolt

Delta Goodrem

Missy Higgins

Australian singer and songwriter

Australian singer, songwriter, actress.

One of Australia´s most popular female singer-songwriter

Age 22 Genre Country, Indie Achievements She began her career on X Factor in 2014 and since then she has made a name of herself on the country scene.

In 2016 she was nominated for New Talent of the Year at the Golden Guitars Awards.

Age 32 Genre Pop Achievements She has nine number-one singles on the ARIA Singles Chart, more than eight million albums sold globally, three World Music Awards, nine ARIA Music Awards, and one MTV Video Music Award.

Age 34 Genre Pop rock, Indie, Acoustic Achievements Her first three studio albums have given her seven ARIA Music Awards, and the three of them have sold over one million units. She has lately incurred in musical theatre with the play Miracle City at the Sydney Opera House.

2.3 Target market GEOGRAPHICAL**

DEMOGRAPHIC* Age

Gender

14-26

FEMALES

Population Group

Occupation

TRAILING MILLENIALS

STUDENTS/ PROFESSIONALS

PHYSIOGRAPHIC*

NSW

AUSTRALIA

486,139

1.550,267

Females

Females

6.2%

6.4%

of NWS population

of Australia population

BEHAVIOURAL* (ECONOMICS)

INFLUENCES Close friends and pairs.

The word of mouth is still the primary influencer, but celebrities and public figures also influence their preferences and decisions.

INTERESTS -Streaming content (Tv shows, music & movies) -Watching TV on any device.

-Using the Internet for social or personal interests.

-Fashion and apparel.

*Data obtained from Deloitte Media Consumer Survey Report 2016

As students and professionals with part-time or full-time jobs, their income ranges from zero to a full-time salary.

Trailing millings are willing to pay for all forms of digital content, and especially with the intent to avoid ads.

**Data obtained from Australian Bureau of Statistics 2017.

2.4 Marketing objectives GENERAL OBJECTIVE

Position the single “DUST” by Tiarnie in the Sydney music scene, within the selected target audience and through the chosen platforms.

2.5 Social strategy These are the strategies by objective:

O1

Develop digital marketing campaigns that support the diffusion of the single, focused on a female audience between 14 and 26 years old, in the period November – January 2017.

E1

Development of The Journey Campaign

SPECIFIC OBJECTIVES

O1

O2

O3

Develop digital marketing campaigns that support the diffusion of the single, focused on a female audience between 14 and 26 years old, in the period November – January 2017.

Create conversion scenarios during the month of November 2017 to generate the desired engagement.

Create content of value for the target audience that generates traffic to the channels and platforms of the artists in the period November – January 2017.

Starting from Week 8 and until Week 15, every step of the process towards the single release will be documented, edited and published to Tiarnie´s followers through the three main social platforms selected: Facebook, Instagram and YouTube.

Each publication will be adapted to suit the specific channel or platform in order to effectively reach her target market.

O2

Create conversion scenarios during the month of November 2017 to generate the desired engagement.

E2

Creation of adequate platforms and channels to support the diffusion of The Journey Campaign.

INSTAGRAM (@tiarniemusic)

FACEBOOK (Tiarnie Music)

YOUTUBE (Tiarnie Music)

It's a secondary platform used for uploading teasers and posting personal activities in the form of stories, live video and conventional posts.

It's the main platform of the campaign that works as a communication and interaction space with the audience.

It will be used for status updates, announcements, audio-visual material showcase, and contests diffusion.

It's a secondary platform used for uploading the artist full videos including originals, covers and the material recorded during The Journey Campaign.

*Each post in Instagram will consist of a visual element (picture or video), accompanied by the signature hashtags and a link to another platform where the user can expand the information of the post.

*Each post in Facebook will be accompanied by a visual element (picture or video), text explanation, signature hashtags and a link to another platform.

*Each publication in YouTube will consist of a video accompanied by signature hashtags and a link to another platform where the user can expand the information.

O3

Create content of value for the target audience that generates traffic to the channels and platforms of the artists in the period November – January 2017.

E3

Feed the selected platforms with daily content in interactive formats like videos, pictures and games.

The Journey Campaign will be structured through the following content:

INTRO VIDEO (1)

COVER ART CONTEST

PHOTOSHOOT (1)

Tiarnie introduces herself as an emerging artist and explains the journey she will undertake in order to successfully release her debut single.

An interactive game that consists of two phases:

A collection of pictures and videos of a photoshoot session that will be released on social media to generate visual recognition.

COVER VIDEOS (3) Covers of three different songs that appeal to the target audience.

DAILY CAPSULES Short personal recordings, pictures or life stories about studio sessions, writing sessions, rehearsals and dayto-day life interactions.

Phase 1 Followers will submit cover art proposals for one week.

Phase 2 Followers will choose between three cover art proposals.

SIGNATURE HASHTAGS Short and catchy word combinations that increase the familiarity with the single before its release: #Dustsingle and #Tairniemusic

PICTURE QUOTES Quotes from the single's lyrics to help followers identify with her message.

UPDATES Announcements of important information regarding the release date, live performances or any extra bonus tracks and merchandise.

2.6 Content grid INFLUENCERS´ COLLABORATIONS Interaction with influencers and positioned public figures who share the same target market or brand values as Tiarnie.

Influencer collaboration 1 Recording a cover video with participation of an influencer.

Influencer collaboration 2 -Re-post of the countdown banners and the single teasers in influencer´s own profiles before the single release.

-Videos of influencers with the song as background and a reference to the artist in the comments.

SONG MUSIC VIDEOS (2) The single will be released with the following supporting visuals: Music video (Cover art)

Music video (Lyrics)

The picture of the cover art will play as the background of the song.

The lyrics of the video will sync with the audio.

The following chart is a framework that illustrates which kind of content is going to be created, when is it going to be delivered and how:

NOVEMBER DATE

CONTENT / PLATTFORM

DECEMBER

Week 6

Week 7

Week 8

Week 9

6-12

13-19

20-26

27-3

I

I

I

F

I

Y F

Y F

Y F

JANUARY

Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16

4-10 Y F

I

Y F

11-16

18-24

25-31

1-7

I

I

I

I

Y F

Y F

Y F

8-14 Y F

I

15-21 Y F

I

Existent cover video Journey Intro Cover video 1 Cover video 2

* * *

Cover video 3 Daily capsule videos

VIDEO

Studio Session 1 Studio Session 2 Studio Session 3 Photoshoot video Influencer collab 1 Music video teaser Video (cover art) Music video (lyrics)

PHOTOS

Exisitent photoshoot New Photoshoot

* * * * * * * * * *

Y

NOVEMBER DATE

CONTENT / PLATTFORM Picture quotes Release date poster

ART Countdown banners WORK Contest poster Official Cover Art Official poster

* Teaser videos

DECEMBER

Week 6

Week 7

Week 8

6-12

13-19

20-26

27-3

I

I

I

F

I

Y F

Y F

JANUARY

Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16

Y F

4-10 Y F

I

Y F

11-16

18-24

25-31

1-6

I

I

I

I

Y F

Y F

Y F

7-13 Y F

I

14-20 Y F

I

Y

2.7 Key industry partners

STREAMING

RADIO

PRINT MEDIA

APPLE MUSIC

Double J

Frankie

Triple J

Yen

Triple J Unearthed

No Cure Magazine

Playlists

New Fire The A-List: New Artists The A-List: Singer/Songwriter

KIIS

SPOTIFY Playlists

2Day FM New Music Friday

Nova 96.9

INFLUENCERS Two key Australian influencers will be reached to promote Tiarnie as an artist since they share values and objectives such as the search for emotional stability and a desire to share their feelings to help and connect others.

SJANA ELISEE EARP Followers: 1.3m in Instagram Category: Wellness / Fitness

STEPHANIE SMITH Followers: 1.1m in Instagram Category: Fashion / Health / Fitness

PR

PLAN FOR PITCHING

Our first approach with PR services consists of reaching for public figures that can help us spread the word of mouth around Tiarnie and her debut single in a “spontaneous” way.

All the material recorded and collected during Tianie´s Journey Campaign will be put together into a marketing package containing video, pictures and arts of her work. This set of creative pieces will be showcased to each streaming, radio or print partner through a website that will be designed for pitching each industry company in particular. The goal of Tiarnie´s Journey Website is to demonstrate her authenticity, talent and unique proposition as an artist.

MINISTRY OF TALENT An Australian talent agency managed by the “PR queen” Roxy Jacenko, that represents young female social media influencers across a wide range of industries such as fashion, design, beauty, wellbeing, fitness and food.

The strategy consists of integrating a publicly known young figure, preferably with a similar appearance to our artist, and who specializes in emotional content, like Tiarnie does. The aim is to make the relationship feel very natural and friendly; a subtle marketing strategy. This collaboration will be exposed through their Instagram profiles (both the artist´s and influencer´s).

The second approach to PR will be conducted in a future scenario, after the single release.

DEATHPROOF Is a PR Agency made of young creatives who are experts not only in publicity but also in music. As Tiarnie, this five-member agency is passionate about their work and original on its methods. The key services that we would search for are networking, sponsorship, publicity, and potentially, design.

3. BUDGET Currently the budget is very limited due to the incipient phase of the artist career, but is part of this management plan to find financially efficient forms of completing her agenda within the scarce budget.

PRODUCER FEE ROYALTY RATE STUDIO FEE

For Tiarnie’s first recording the producer has agreed to record the song at no cost, however it has been agreed a royalty rate of 7% that will be conceded when the single is released.

MARKTING PUBLICITY DESIGN FEES

MARKETING PUBLICITY DESIGN FEES

These services will be supplied through cost-free collaborations and business contacts. The campaigns and artwork have been planned in a way that the team members can accomplish without incurring any additional cost.

4. AUDIO PRODUCER Producer

Duration

Jamie Postle

4:24 min

Single

Extra

DUST

RELEASES: Remix Acoustic Mixes

Release date

WEEK 15 Friday

JANUARY 12th

The producer is familiarized with artists such as Vera Blue, Angus and Julia Stone, Missy Higgins, Sarah Blasko and Lisa Mitchell. He will be able to understand indie pop conventions and shape Tiarnie’s songs musically to give them an edge.

DEMOS Tiarnie has released several original recordings via SoundCloud, opening the door to the possibility of making “Dust” the official single of a three-song EP. To relaunch the artist and give her a point of difference in a saturated market, we will rework, re-record and release two songs following the release of ‘Dust’. The EP title, as well as the two additional best-performing Tiarnie´s songs to be launched and the release date, are still being discussed.

ACOUSTIC VERSION Tiarnie will release an unplugged acoustic version of ‘Dust’ off the EP following its release. As songwriting and performance are her strengths, this will make the audience feel closer and connected to her genuine, vulnerable and honest lyrics.

5. APPENDICES Team roles Artist Timetable

Team roles JORDAN Registrations Communications Legal

LAURA Marketing Artwork Design Content

LAINEY PR Radio Print media

FRANKIE A&R Audio Streaming platforms

DATE ASSETS Artist management

DECEMBER

Week 6

Week 7

Week 8

Week 9

Week 10

Week 11

Week 12

Week 13

6-12

13-19

20-26

27-3

4-10

11-17

18-24

25-31

Bio Artist proposition

Mgmt. plan Registration in APRA Single selection

Single Registration APRA Studio Session 1

Studio Session 2

Open profile Existent cover video Existent photoshoot photos

•Journey Intro Cover video 1 Daily capsules Existent photoshoot photos

Studio Session 3 Studio Studio Release date Session 1 Session 2 Countdown Cover video 2 Cover video 3 Contest 1 Daily capsules Daily capsules New photoshoot

Instagram

Open profile Existent photoshoot photos

 Journey Intro Cover video 1 teaser Daily capsules Existent photoshoot photos

YouTube

Open profile •Journey Intro Existent cover Cover video 1 video

Audio Email

Facebook

SOCIALS

NOVEMBER

Website

Studio Session 3

Final recording

Gmail account

Studio Session 3 Studio Studio teaser Session 1 Session 2 Release date teaser teaser Countdown Cover video 2 Cover video 3 Contest 1 teaser teaser Daily capsules Daily capsules Daily capsules New photoshoot Studio Studio Studio Session 1 Session 2 Session 3 Cover video 2 Cover video 3 Launch website Update Countdown

Photoshoot video Contest 2 Adjust Countdown New photoshoot Photoshoot video Contest 2 Adjust Countdown Daily capsules New photoshoot

Influencer collab 1 Contest winner Adjust Countdown New photoshoot Influencer collab 1 Contest winner Adjust Countdown Daily capsules New photoshoot

Photoshoot video

Influencer collab 1

Update Adjust countdown

Update Adjust countdown

Recording: Recording: Studio Recording: Recording: Studio session session 2 Journey Intro Studio 1 Cover video 3 Cover video 1 session 3 Cover video 2 New photoshoot

Video

Photos

Recording: Influencer collab 1

Edition: Music video (Cover Art)

Design: Contest pieces

Design: Official poster Official cover art

Photoshoot

Artwork

Artwork references

Graphic line: logo colors typhography

PR / Publicity

Select print media partners

Streaming

Select playlists

Community

Radio Commercial

Design: Design: Design: Release date Countdown Picture quotes poster/picture banners

Write media release Arrange debut in playlists

DATE ASSETS

JANUARY Week 14

Week 15

Week 16

Week 13

1-7

8-14

15-21

22-28

Artist management Audio

Single Teaser

Single Release

Sociales

Email

Facebook

Official cover art Official poster Music video (cover Music video teaser art) Music video (lyrics) (cover art) Influencer collab 2 Adjust Countdown

Instagram

Official cover art Official poster Music video teaser (cover art) Adjust Countdown Daily capsules

YouTube

Music video teaser Music video (cover Music video (lyrics) (cover art) art)

Website

Update Adjust countdown

Music video (cover art) Music video (lyrics) Daily Capsules Influencer collab 2

Update

Update

Edition: Edition: Music video (lyrics) Music video (lyrics)

Video Photos Artwork PR / Publicity

Media release

Streaming

Single Release in Spotify

Community

Radio release

Commercial

Radio release

Radio