llnanclal Cb[ecLlves

Cur cllenL hopes Lhelr flagshlp arLlsL sold one mllllon coples of an album also known as laLlnum album
mulLlple show LlckeLs sold (aL leasL 23000 unlLs) and dellver merchandlse lnLo 10 of cusLomer hands
Cur cllenL also hopes Lo lncrease Lhelr proflL margln Lo 30 dependlng on Lhelr markeLlng cosLs wlLhln
one years of markeLlng plan
C8
O rLlsL sold 230000 coples of an album also known as laLlnum album
O ,ulLlple show LlckeLs sold (aL leasL 23000 unlLs)
O ellver merchandlse lnLo 10 of cusLomer hands
O eneraLe poslLlve proflL margln
O JlLhln 1 years of markeLlng plan
,arkeLlng Cb[ecLlves
Cur cllenL hopes Lo achleve a wlde fan base and lncrease awareness lnLo forelgn muslc lndusLry
ConLlnuous lnnovaLlon of muslc allowed Lhem Lo be leader ln Lhe new muslc lndusLry Cur cllenL hopes
Lo creaLe and Lraln 8 sLaff LhaL can handle worldwlde exposure and l1 sLaff LhaL updaLe currenL webslLe
Lo Lake accounL any new feaLures necessary Cur cllenL would llke Lo use low cosL advanLage Lo provlde
producLs aL a dlscounLed raLe Lo cusLomers 1hey wlsh Lo creaLe a successful adverLlslng campalgn and
begln selllng producLs ln ma[or chaln ouLleLs
C8
O lncrease awareness Lo a mulLlnaLlonal level
O rand 8oman Lmplre ,uslc as one of Lhe leaders of Lhe new muslc buslness"
O ConLlnually produce markeLable producLs change as ofLen as posslble
O Dse low cosL advanLage Lo provlde producLs aL a dlscounLed raLe Lo cusLomers
O egln a successful adverLlslng campalgn
O CreaLe and Lraln a 8 sLaff LhaL can handle worldwlde exposure
O ConLlnually updaLe our currenL webslLe Lo Lake lnLo accounL any new feaLures necessary
O Je would llke Lo begln selllng producLs ln ma[or chaln ouLleLs
O chleved a wlde fan base






CompeLlLlon
Level of compeLlLlon
roducL varlanL varlanLs are lLems wlLhln a producL Lype dlsLlngulshable by lndlvldual producL
aLLrlbuLes
Lxample Plp Pop 8
roducL 1ype roducL varlanLs wlLhln a producL caLegory LhaL share Lhe same core feaLure buL dlffer ln
lndlvldual aLLrlbuLes
Lxample lrLy 8ap ,laml ass 8ap ,eLal angsLa 8ap
roducL CaLegory group of producLs wlLh slmllar feaLures havlng cerLaln funcLlonal coherence usually
seen as Lhe lndusLry by managers
Lxample CounLry LlecLronlca LaLln 8ock op
enerlc CompeLlLlon roducL caLegorles LhaL fulflll Lhe same generlc need
Lxample lolk Classlcal Classlc 8ock lue !azz Soul Cpera
udgeL CompeLlLlon roducLs or servlces LhaL compeLe for Lhe same cusLomer dollar
Lxample ,edlaflre hone pp lnLerneL 8adlo lacebook CredlL ook ,agazlne

Lxample of compeLlLlon wlLhln Lhe same genre Plp Pop
Local naLlonal lobal PoL
choclaLesLlne new oyz ! Cole Lll Jayne
lue ol roducLlons lnLerval eyonce rake
da 1rapsLar ,ac ,lller ,ayer PawLhorne !ay Z
vells ,ula koLLonmouLh klngs 8lhanna kanye JesL
CL ,CnL? 1rlbe Called CuesL nlckl ,lna[ Chrls rown

1here are 861 arLlsLs ln labama SLaLe currenLly 389 arLlsLs compeLlng wlLh ,8 CSS wlLhln Lhe
same genre ,8 CSS currenLly has 3096 fans and followers compare Lo oLher arLlsLs have 33770
fans and followers lnformaLlon ls compuLe from reverbnaLlons charLs 1he charLs are based on and
LqulLy Score and LqulLy Score encompasses hundreds of Lhlngs on Lhe webslLe ffecLlng sLaLs
lncludlng fan" ln facebook follower" ln LwlLLer llke" ln youLube promoLer plays percenLage of
emalls opened by your fans shared wldgeLs are facLor lnLo Lhe score


Lxample of compeLlLlon wlLhln dlfferenL genre
CounLry LlecLronlca LaLln 8ock op
eorge SLralL L 8lCP Lnrlque lgleslas loo llghLers ,aroon 3
arLh rooks 808 SLaLe on Cmar 8ed PoL Chlll eppers dele
8eba ,cLnLlre lnna 8lcky ,arLln nlckelback SLereo PearLs
lan !ackson lrpushers 8lcardo r[ona llnk182 losLer 1he eople
1lm ,craw 2 lL le le[andro Sanz Coldplay Lady aga









esLselllng global dlglLal slngle
1he DS ls Lhe largesL dlglLal muslc markeL ln Lhe world ln 2010 revenues from dlglLal channels
accounLed for almosL half of record companles' DS Lrade revenues drlven by a comblnaLlon of
lncreaslng dlglLal revenues and Lhe sharp decllne ln C sales caused ln parL by Lhe closure of physlcal
reLall sLores across Lhe counLry Slngle Lrack unlL sales lncreased by one per cenL ln 2010 wlLh dlglLal
albums up 13 per cenL accounLlng for 263 per cenL of LoLal DS album sales (nlelsen Soundscan) 1he
overall DS dlglLal markeL ls esLlmaLed Lo have seen slngledlglL percenLage growLh ln 2010 malnly due Lo
a sLeep decllne ln Lhe masLer Lone and rlngLone buslness 1here has been conLlnued sLrong growLh ln
Lhe performance rlghLs secLor wlLh an lncreaslng number of consumers accesslng dlglLal broadcasLs
Lhrough servlces such as Slrlus x, saLelllLe radlo and andora elow ls Lhe llsL of besLselllng global
dlglLal slngle ln 2010



CompeLlLlon among lg four
ccordlng Lo numbers from nlelsen SoundScan LoLal album sales LradlLlonally Lhe hearLbeaL of Lhe
lndusLry were down 13 percenL ln Lhe 32 weeks Lo !an 2 Lhls year Cver 326 mllllon albums were sold ln
all formaLs lncludlng dlglLal versus 374 mllllon a year ago Cverall muslc sales when you lnclude albums
slngles muslc vldeos and dlglLal Lracks
were down 23 percenL ,uslc sales
were helped a blL by dlglLal Lrack sales
holdlng sLeady up 1 percenL Lo 117
bllllon unlLs buL LhaL's a far cry from
Lhe double dlglL percenLage growLh
seen ln recenL years
1he Lop dog ln Lhe label buslness ls sLlll
Dnlversal ,uslc roup wlLh a 3084
percenL markeL share of album sales
followed by Sony ,uslc LnLerLalnmenL
wlLh 2793 percenL Jarner ,uslc
roup aL 2001 percenL and L,l aL
Dnlversal
,uslc roup
3084
Sony ,uslc
LnLerLalnmen
L 2793
Jarner ,uslc
roup
2001
L,l 1018
lndependenL
labels 1102
f
Dnlversal ,uslc roup
Sony ,uslc
LnLerLalnmenL
Jarner ,uslc roup
L,l
lndependenL labels
1018 percenL CLhers whlch represenL lndependenLs are aL 1102 percenL lnLeresLlngly only Dnlversal
and Lhe Lroubled L,l grew markeL share sllghLly Lhls year L,l llkely had a eaLles dlglLal bump as well
as some rare DS hlLs llke Lady nLebellum (Lop selllng physlcal album)
1op selllng album was rapper Lmlnem's 8ecovery buL Lhe Lopselllng arLlsL overall was popcounLry sLar
1aylor SwlfL 1op selllng dlglLal song (whlch ls essenLlally Lhe Lopselllng song overall) Callfornla urls by
kaLy erry feaLurlng Snoop ogg (44 mllllon unlLs sold)

hLLp//wwwlfplorg/conLenL/secLlon_news/pressllsL2011hLml
hLLp//wwwlfplorg/conLenL/secLlon_resources/
hLLp//wwwrankercom/
hLLp//wwwreverbnaLloncom/
hLLp//wwwblllboardcom/feaLures/Lop23counLryarLlsLs19832011
1004093821sLory#/feaLures/Lop23counLryarLlsLs198320101004093821sLory?page3
hLLp//wwwblllboardcom/charLs/counLrysongs#/charLs/rbhlphopsongs
hLLp//wwwreuLerscom/arLlcle/2011/01/03/muslcbrlLalnsalesldDSLL70413020110103
hLLp//blogdlscmakerscom/2009/06/undersLandlngyourcompeLlLlon/


lndlrecL compeLlLlon such as local sporLs Leams are compeLlng wlLh muslc promoLers for boLh LlckeL
sales and audlence aLLenLlon ln addlLlon Lo dlsLracLlng fans Lhey Lle up Lhe press and may even make
venues unavallable 1hls has an lmpacL on Lhe performers agenLs and managers lnvolved Loo ln oLher
words Lhe lmpacL of lndlrecL compeLlLlon crosses over muslc lndusLry roles lf a fan spends Lhree hours
and $90 aLLendlng a baskeLball or fooLball game he or she dld noL spend LhaL Llme and money on a
concerL club daLe or record purchases 1he same can be sald of oLher enLerLalnmenL forms lncludlng
movles LheaLer museums dance readlng games and comedy 1here also oLher addlLlonal non
enLerLalnmenL sources of lndlrecL compeLlLlon
lndlrecL compeLlLors who LargeL Lhe general publlc as Lhe cusLomer lnclude
- Pobbles and lelsure acLlvlLles from coln collecLlng Lo balloon rldes
- LducaLlonal pursulLs from sendlng klds Lo prlvaLe schools Lo enrolllng ln semlnars or conLlnulng
educaLlon programs
- Pome lmprovemenLs from buylng furnlLure and appllances Lo addlng rooms or remodellng
- PealLh and flLness acLlvlLles from exerclse Lo exLreme sporLs 1hese acLlvlLles Lake Llme and money