Marketing Strategy

Primary goal for project:

● Increase awareness & consumption of current artists’ music in the US

● Attract musicians

Secondary goals for project:

● Increase fandom among Colombians

● Through increasing awareness of the brand in the US, eventually reach musicians in the US

1)Look into market sizing: merengue, salsa, reggaeton

In the year 2004, 2.1 million non hispanic listeners of latin music, assuming consistent population growth, you would be looking at about 3 million non hispanic listeners today. Younger (18 to 24, more likely to be females.

Assuming they are only 20% of the market, honestly, i feel like 10% is a much better estimate, we can expect a market size of about 15 to 30 million latin music listeners on the radio on a regular basis. Most of these are likely to stream music as well, so the market is there.

2) Case Studies for companies that have been successful

- Fania and the rebirth of Salsa as a Cultural Institution

- http://www.fastcompany.com/3031260/digital-salsa-the-surprising-rebirth-of-legendary-latin-music-label-fania-records

- Take a look at the Punk Rock/EDM/etc evolution - It expanded through small festivals of unknown artists. Looking around, there is an opportunity to create a Merengue Festival series in the US. There are currently none for fans to enjoy dancing and the spirit of this Latin music.

- http://www.elfestivalcolombiano.com

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- gloria estefan, shakira

3) Look @ largest Hispanic populations + coastal cities

http://www.pewhispanic.org/2013/08/29/iv-ranking-latino-populations-in-the-nations-metropolitan-areas/

- LA - 5.8M

- NYC - 4.3M

- Houston, Riverside, Chicago, Dallas, Miami, Phoenix, San Fran, San Antonio

- Other to think about: El Paso, Atlanta, DC

References:

● http://www.academia.edu/1957997/The_Science_of_Networking_New_Trends_in_Music_Production_Distribution_and_Management

● http://www.livescience.com/20149-trendy-cities-music-hits.html

● http://www.hypebot.com/hypebot/2016/01/6-music-marketing-trends-in-2016-draft.html

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