SlideShare ist ein Scribd-Unternehmen logo
1 von 28
Downloaden Sie, um offline zu lesen
THE BOILER ROOM APPROACH TO 
CULTIVATING AND AMPLIFYING A 
FRAGMENTED AUDIENCE 
Michael Goldstein 
Creative digital planner at CHI&Partners NYC 
@MickeyG77
When TV was first established, advertisers 
could reach 40% of viewers with a single ad. 
This was because there were only three 
channels, so one broadcast message had a 
huge reach. 
Source: Mindshare Media Data
But as time moved on, networks diversified 
and exploded in number. Reach went to a 
160 
120 
80 
40 
0 
max of only 12% of audiences. 
Networks Ad reach % 
1955 1985 2010 
Source: Mindshare Media Data
In the 50’s, audiences were under a musical 
‘taste dictatorship’. People were fed genres 
via limited radio stations, as there was no 
other source of music discovery.
Today that ‘taste dictatorship’ has been abandoned for 
genre discovery. People have open access to thousands 
of genres of music, as obscure as you can imagine.
Online, audiences are also increasingly 
fragmented. Both by channel…
…and by taste.
But what’s good for audiences hungry for 
diverse media is bad for advertisers. It’s 
harder for a broadcast message to achieve 
reach, and with audience interests becoming 
increasingly fragmented, it’s hard to deliver 
relevant messages at scale.
Today, the most effective and relevant way to reach 
and engage modern audiences is through 
fragmented cultivation and engagement.
Today, the only way to reach and engage with 
Boiler Room is a great example of how to 
cultivate and engage a fragmented audience 
modern audiences is with fragmented 
audience cultivation and fragmented 
at scale. 
messages….
BOILER ROOM BACKGROUND 
! 
! 
! 
Boiler Room is a live music streaming platform. 
They have a focus on underground artists, curating 
a party atmosphere with DJs that represent niche 
tastes from cities around the globe. 
!
BOILER ROOM BACKGROUND 
! 
! 
They are famous for their signature camera angle. 
Featuring the DJ in the foreground with the crowd 
behind them, creating intimacy between the DJ and 
online viewers as well as conversation on the 
trendies in the crowd. 
Boiler Room is a great example of how to 
cultivate and engage a fragmented audience 
at scale
They have also done incredibly well at building 
loyal audiences. 
! 
! 
7MM+ Monthly Audio and Video plays 
! 
35 mins average time on site 
! 
Boiler Room 1.4MM is a Active great Subscribers 
example of how to 
cultivate and engage a fragmented audience 
! 
at scale 
! 
Source: Boiler Room
What can we learn from Boiler Room about 
cultivating a fragmented audience? 
Boiler Room is a great example of how to 
cultivate and engage a fragmented audience 
at scale
Boiler Room use underground artists to attract an 
online audience hungry for rare content: 
! 
•They play smaller club shows and don’t tour as 
much as mainstream artists. 
! 
•They Boiler don’t Room have as is a much great coverage example online. 
of how to 
! 
cultivate and engage a fragmented audience 
•Their content is harder to find and access. 
at scale
The events that Boiler Room curates and 
broadcasts feature multiple niche DJs who have 
small but passionate fans that are far more 
engaged than the fans of mainstream artists… 
Boiler Room is a great example of how to 
cultivate and engage a fragmented audience 
at scale
ENGAGEMENT BATTLE 
AVICII 
Facebook Fans: 17.1 Million 
Views on recent YouTube set: 326,500 
Fred P 
Facebook Fans: 29,800 
Views on recent YouTube set: 24,875
Comparing engagement within fan page platform 
0.5 
0.375 
0.25 
0.125 
0 
Avicii Fred P 
Engagement on their Facebook pages (Talking about metric as a % of fans) 
Caveat: Whilst this is not a thorough and holistic proof of deeper engagement for niche 
underground artists, it is a data point that illustrates the theory
Comparing cross-platform engagement 
90 
67.5 
45 
22.5 
0 
Avicii Fred P 
Views on YouTube set as a % of Facebook fans 
60 
45 
30 
15 
0 
Avicii Fred P 
Likes on YouTube set as a % of Facebook fans 
Caveat: Whilst this is not a thorough and holistic proof of deeper engagement for niche 
underground artists, it is a data point that illustrates the theory
ENGAGEMENT BATTLE WINNER: 
Fred P
Niche artists enjoy more passionate followings 
! 
•Fans have gone out of their way to discover them 
away from mass-streaming services, leading to 
an emotional connection. 
! 
•Niche artists with smaller followings feel more 
intimate and personal to their fan base. 
! 
•Discovering lesser known artists is a likely brag 
point on social media, whereas sharing a well 
known artist is not.
This means that the Boiler Room audience is far 
more likely to engage with and advocate their 
favorite content than your mainstream audience.
Boiler Room curates lineups of different niche 
artists with varied and passionate fan groups. 
! 
So rather than one large ‘blasé’ audience, they 
have multiple engaged audience groups. 
!
Traditional audience cultivation and 
amplification model 
Huge reach 
Weak amplification 
Mainstream genre artist: 
EDM 
Mainstream audience: 
Low rate of advocacy:
Boiler Room approach to cultivating and 
amplifying a fragmented audience 
Grime Deep Techno ‘Sad Boy’ Rap 
Stronger 
amplification 
Stronger 
amplification 
Multi-faceted amplification, intersecting a diverse audience, leads 
to true cultural impact 
Stronger 
amplification 
Niche Genre Artist: 
Niche Audience: 
Passion fueled 
advocacy: 
Smaller 
reach 
Smaller 
reach 
Smaller 
reach
Boiler Room are able to achieve this approach 
at scale as they amplify curated events with 
real-time streaming. 
This ‘in the moment’ approach also increases 
cultural relevance to a diverse audience 
fragmented by taste and geography.
How brands can learn from Boiler Room, some key 
lessons: 
•Recruit talent based on their search interest rather than 
popularity of their content. This will give you valuable 
content as it is high in demand, low in supply. 
! 
•Invest in multiple bits of niche content rather than one 
broad piece of content. 
! 
•Fragment and deliver messaging and content by 
audience, increasing relevance to a diverse crowd. 
! 
! 
! 
!
Want to argue about it?! tweet @mickeyg77 
! 
! 
!

Weitere ähnliche Inhalte

Was ist angesagt?

6 steps to creating a Social Media Strategy
6 steps to creating a Social Media Strategy6 steps to creating a Social Media Strategy
6 steps to creating a Social Media StrategyJulian Cole
 
Top 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising ShortlistTop 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising ShortlistJulian Cole
 
Digital Strategy Toolbox
Digital Strategy ToolboxDigital Strategy Toolbox
Digital Strategy ToolboxJulian Cole
 
Planning Hype - Engineering hype before a product launch
Planning Hype - Engineering hype before a product launchPlanning Hype - Engineering hype before a product launch
Planning Hype - Engineering hype before a product launchJulian Cole
 
Anatomy of the Oreo Campaign
Anatomy of the Oreo CampaignAnatomy of the Oreo Campaign
Anatomy of the Oreo CampaignVCU Brandcenter
 
Lovemarks Presentation - Brand Pioneers April 9 2013
Lovemarks Presentation - Brand Pioneers April 9 2013Lovemarks Presentation - Brand Pioneers April 9 2013
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
 
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
 
Brand Planning for Clients
Brand Planning for ClientsBrand Planning for Clients
Brand Planning for ClientsGriffin Farley
 
What is Comms Planning?
What is Comms Planning?What is Comms Planning?
What is Comms Planning?Julian Cole
 
60 Min Brand Strategist NEW
60 Min Brand Strategist NEW60 Min Brand Strategist NEW
60 Min Brand Strategist NEWIdris Mootee
 
How to write a killer agency creative brief
How to write a killer agency creative briefHow to write a killer agency creative brief
How to write a killer agency creative briefDavid Bell
 
Intro to (Brand) Strategy by Mariana Cotlear Vega
Intro to (Brand) Strategy by Mariana Cotlear VegaIntro to (Brand) Strategy by Mariana Cotlear Vega
Intro to (Brand) Strategy by Mariana Cotlear VegaMariana Cotlear Vega
 
Cultural tension strategy nigel rahimpour
Cultural tension strategy   nigel rahimpourCultural tension strategy   nigel rahimpour
Cultural tension strategy nigel rahimpourNigel Rahimpour
 
Disruption® visma solutions_tbwa_kallekanerva
Disruption® visma solutions_tbwa_kallekanervaDisruption® visma solutions_tbwa_kallekanerva
Disruption® visma solutions_tbwa_kallekanervaio_Works
 
Polo activation proposal
Polo activation proposalPolo activation proposal
Polo activation proposalGuru Idea Lab
 
Brand Masterclass Week One
Brand Masterclass Week OneBrand Masterclass Week One
Brand Masterclass Week OneIdris Mootee
 

Was ist angesagt? (20)

6 steps to creating a Social Media Strategy
6 steps to creating a Social Media Strategy6 steps to creating a Social Media Strategy
6 steps to creating a Social Media Strategy
 
Top 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising ShortlistTop 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising Shortlist
 
Consumers insights
Consumers insightsConsumers insights
Consumers insights
 
Tbwa speech
Tbwa speechTbwa speech
Tbwa speech
 
Digital Strategy Toolbox
Digital Strategy ToolboxDigital Strategy Toolbox
Digital Strategy Toolbox
 
Planning Hype - Engineering hype before a product launch
Planning Hype - Engineering hype before a product launchPlanning Hype - Engineering hype before a product launch
Planning Hype - Engineering hype before a product launch
 
Anatomy of the Oreo Campaign
Anatomy of the Oreo CampaignAnatomy of the Oreo Campaign
Anatomy of the Oreo Campaign
 
Lovemarks Presentation - Brand Pioneers April 9 2013
Lovemarks Presentation - Brand Pioneers April 9 2013Lovemarks Presentation - Brand Pioneers April 9 2013
Lovemarks Presentation - Brand Pioneers April 9 2013
 
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
 
Brand Planning for Clients
Brand Planning for ClientsBrand Planning for Clients
Brand Planning for Clients
 
What is Comms Planning?
What is Comms Planning?What is Comms Planning?
What is Comms Planning?
 
60 Min Brand Strategist NEW
60 Min Brand Strategist NEW60 Min Brand Strategist NEW
60 Min Brand Strategist NEW
 
How to write a killer agency creative brief
How to write a killer agency creative briefHow to write a killer agency creative brief
How to write a killer agency creative brief
 
Intro to (Brand) Strategy by Mariana Cotlear Vega
Intro to (Brand) Strategy by Mariana Cotlear VegaIntro to (Brand) Strategy by Mariana Cotlear Vega
Intro to (Brand) Strategy by Mariana Cotlear Vega
 
Cultural tension strategy nigel rahimpour
Cultural tension strategy   nigel rahimpourCultural tension strategy   nigel rahimpour
Cultural tension strategy nigel rahimpour
 
Disruption® visma solutions_tbwa_kallekanerva
Disruption® visma solutions_tbwa_kallekanervaDisruption® visma solutions_tbwa_kallekanerva
Disruption® visma solutions_tbwa_kallekanerva
 
Creativity first AMFI
Creativity first AMFICreativity first AMFI
Creativity first AMFI
 
Polo activation proposal
Polo activation proposalPolo activation proposal
Polo activation proposal
 
Brand Masterclass Week One
Brand Masterclass Week OneBrand Masterclass Week One
Brand Masterclass Week One
 

Andere mochten auch

The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015Michael Goldstein
 
4 Practices for Video Success in 2017
4 Practices for Video Success in 20174 Practices for Video Success in 2017
4 Practices for Video Success in 2017Julian Cole
 
What is a great digital creative brief
What is a great digital creative briefWhat is a great digital creative brief
What is a great digital creative briefJulian Cole
 
Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014Julian Cole
 
How to Motivate and Empower Globally-Competitive Teams of Content Professionals
How to Motivate and Empower Globally-Competitive Teams of Content ProfessionalsHow to Motivate and Empower Globally-Competitive Teams of Content Professionals
How to Motivate and Empower Globally-Competitive Teams of Content ProfessionalsSaiff Solutions, Inc.
 
SXSW 2016: The Need To Knows
SXSW 2016: The Need To KnowsSXSW 2016: The Need To Knows
SXSW 2016: The Need To KnowsOgilvy Consulting
 
The Future of Everything
The Future of EverythingThe Future of Everything
The Future of EverythingCharbel Zeaiter
 
Mobile-First SEO - The Marketers Edition #3XEDigital
Mobile-First SEO - The Marketers Edition #3XEDigitalMobile-First SEO - The Marketers Edition #3XEDigital
Mobile-First SEO - The Marketers Edition #3XEDigitalAleyda Solís
 
Hype vs. Reality: The AI Explainer
Hype vs. Reality: The AI ExplainerHype vs. Reality: The AI Explainer
Hype vs. Reality: The AI ExplainerLuminary Labs
 
How to measure Digital
How to measure DigitalHow to measure Digital
How to measure DigitalJulian Cole
 
#0retweets, things I hate about digital advertising
#0retweets, things I hate about digital advertising#0retweets, things I hate about digital advertising
#0retweets, things I hate about digital advertisingMichael Goldstein
 
Manufacturing a sense of urgency
Manufacturing a sense of urgency Manufacturing a sense of urgency
Manufacturing a sense of urgency Michael Goldstein
 
Idea Generation Techniques
Idea Generation TechniquesIdea Generation Techniques
Idea Generation TechniquesHershey Desai
 
The Social Semantic Web
The Social Semantic WebThe Social Semantic Web
The Social Semantic WebJohn Breslin
 
What is Digital Strategy?
What is Digital Strategy?What is Digital Strategy?
What is Digital Strategy?Julian Cole
 
Evolution Towards Web 3.0: The Semantic Web
Evolution Towards Web 3.0: The Semantic WebEvolution Towards Web 3.0: The Semantic Web
Evolution Towards Web 3.0: The Semantic WebLeeFeigenbaum
 
From Social Media to Social Business
From Social Media to Social BusinessFrom Social Media to Social Business
From Social Media to Social BusinessTalking Heads
 
From the Semantic Web to the Web of Data: ten years of linking up
From the Semantic Web to the Web of Data: ten years of linking upFrom the Semantic Web to the Web of Data: ten years of linking up
From the Semantic Web to the Web of Data: ten years of linking upDavide Palmisano
 

Andere mochten auch (20)

The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
 
4 Practices for Video Success in 2017
4 Practices for Video Success in 20174 Practices for Video Success in 2017
4 Practices for Video Success in 2017
 
What is a great digital creative brief
What is a great digital creative briefWhat is a great digital creative brief
What is a great digital creative brief
 
Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014
 
How to Motivate and Empower Globally-Competitive Teams of Content Professionals
How to Motivate and Empower Globally-Competitive Teams of Content ProfessionalsHow to Motivate and Empower Globally-Competitive Teams of Content Professionals
How to Motivate and Empower Globally-Competitive Teams of Content Professionals
 
SXSW 2016: The Need To Knows
SXSW 2016: The Need To KnowsSXSW 2016: The Need To Knows
SXSW 2016: The Need To Knows
 
The Future of Everything
The Future of EverythingThe Future of Everything
The Future of Everything
 
Mobile-First SEO - The Marketers Edition #3XEDigital
Mobile-First SEO - The Marketers Edition #3XEDigitalMobile-First SEO - The Marketers Edition #3XEDigital
Mobile-First SEO - The Marketers Edition #3XEDigital
 
Hype vs. Reality: The AI Explainer
Hype vs. Reality: The AI ExplainerHype vs. Reality: The AI Explainer
Hype vs. Reality: The AI Explainer
 
How to measure Digital
How to measure DigitalHow to measure Digital
How to measure Digital
 
#0retweets, things I hate about digital advertising
#0retweets, things I hate about digital advertising#0retweets, things I hate about digital advertising
#0retweets, things I hate about digital advertising
 
Manufacturing a sense of urgency
Manufacturing a sense of urgency Manufacturing a sense of urgency
Manufacturing a sense of urgency
 
Idea Generation Techniques
Idea Generation TechniquesIdea Generation Techniques
Idea Generation Techniques
 
The Social Semantic Web
The Social Semantic WebThe Social Semantic Web
The Social Semantic Web
 
What is Digital Strategy?
What is Digital Strategy?What is Digital Strategy?
What is Digital Strategy?
 
Evolution Towards Web 3.0: The Semantic Web
Evolution Towards Web 3.0: The Semantic WebEvolution Towards Web 3.0: The Semantic Web
Evolution Towards Web 3.0: The Semantic Web
 
From Social Media to Social Business
From Social Media to Social BusinessFrom Social Media to Social Business
From Social Media to Social Business
 
From the Semantic Web to the Web of Data: ten years of linking up
From the Semantic Web to the Web of Data: ten years of linking upFrom the Semantic Web to the Web of Data: ten years of linking up
From the Semantic Web to the Web of Data: ten years of linking up
 
Towards Greatness
Towards GreatnessTowards Greatness
Towards Greatness
 
Digital in 2017: Southeast Asia
Digital in 2017: Southeast AsiaDigital in 2017: Southeast Asia
Digital in 2017: Southeast Asia
 

Ähnlich wie Boiler Room approach to cultivating and amplifying a fragmented audience

Ten ways that technology-driven changes have impacted musicians
Ten ways that technology-driven changes have impacted musiciansTen ways that technology-driven changes have impacted musicians
Ten ways that technology-driven changes have impacted musiciansKristin Thomson
 
Example of a Brand Campaign Presentation by Holly C Winn
Example of a Brand Campaign Presentation by Holly C WinnExample of a Brand Campaign Presentation by Holly C Winn
Example of a Brand Campaign Presentation by Holly C WinnHolly Winn (She/Her)
 
Twitter for Music at MIDEM in Cannes, France
Twitter for Music at MIDEM in Cannes, FranceTwitter for Music at MIDEM in Cannes, France
Twitter for Music at MIDEM in Cannes, FranceLeslie Poston
 
Lyns new powerpont new
Lyns new powerpont newLyns new powerpont new
Lyns new powerpont newRyan Jones
 
LoveLive US Creds Sept 2013
LoveLive US Creds Sept 2013LoveLive US Creds Sept 2013
LoveLive US Creds Sept 2013JenniLoveLive
 
Building a Music Collection that Brings People in to Your Library
Building a Music Collection that Brings People in to Your LibraryBuilding a Music Collection that Brings People in to Your Library
Building a Music Collection that Brings People in to Your LibraryALATechSource
 
Ten ways that technology-driven changes have impacted musicians
Ten ways that technology-driven changes have impacted musicians Ten ways that technology-driven changes have impacted musicians
Ten ways that technology-driven changes have impacted musicians Kristin Thomson
 
Access 20-28 yr Old Demographic With College Underground Radio
Access 20-28 yr Old Demographic With College Underground RadioAccess 20-28 yr Old Demographic With College Underground Radio
Access 20-28 yr Old Demographic With College Underground Radiomilliondollarrecruiters
 
Hank Iving Media Plan
Hank Iving Media PlanHank Iving Media Plan
Hank Iving Media Planconfar90
 
Industrial context of Music Videos
Industrial context of Music Videos Industrial context of Music Videos
Industrial context of Music Videos AyaahBachri
 
Matthew Hawn - "Do Labels Still Matter?" - sounds digital
Matthew Hawn - "Do Labels Still Matter?" - sounds digitalMatthew Hawn - "Do Labels Still Matter?" - sounds digital
Matthew Hawn - "Do Labels Still Matter?" - sounds digitalMatthew Hawn
 
Httpool Spotify 2016
Httpool Spotify 2016Httpool Spotify 2016
Httpool Spotify 2016Nastja Breg
 
Red Bull Records - Marketing Analysis
Red Bull Records - Marketing AnalysisRed Bull Records - Marketing Analysis
Red Bull Records - Marketing AnalysisCuttime, Inc.
 

Ähnlich wie Boiler Room approach to cultivating and amplifying a fragmented audience (20)

Band pro forma
Band pro formaBand pro forma
Band pro forma
 
Ten ways that technology-driven changes have impacted musicians
Ten ways that technology-driven changes have impacted musiciansTen ways that technology-driven changes have impacted musicians
Ten ways that technology-driven changes have impacted musicians
 
Example of a Brand Campaign Presentation by Holly C Winn
Example of a Brand Campaign Presentation by Holly C WinnExample of a Brand Campaign Presentation by Holly C Winn
Example of a Brand Campaign Presentation by Holly C Winn
 
Rule 4081
Rule 4081Rule 4081
Rule 4081
 
Twitter for Music at MIDEM in Cannes, France
Twitter for Music at MIDEM in Cannes, FranceTwitter for Music at MIDEM in Cannes, France
Twitter for Music at MIDEM in Cannes, France
 
Lyns new powerpont new
Lyns new powerpont newLyns new powerpont new
Lyns new powerpont new
 
Talent Flush Deck
Talent Flush DeckTalent Flush Deck
Talent Flush Deck
 
LoveLive US Creds Sept 2013
LoveLive US Creds Sept 2013LoveLive US Creds Sept 2013
LoveLive US Creds Sept 2013
 
Building a Music Collection that Brings People in to Your Library
Building a Music Collection that Brings People in to Your LibraryBuilding a Music Collection that Brings People in to Your Library
Building a Music Collection that Brings People in to Your Library
 
Movingfans
MovingfansMovingfans
Movingfans
 
Movingfans full
Movingfans fullMovingfans full
Movingfans full
 
Ten ways that technology-driven changes have impacted musicians
Ten ways that technology-driven changes have impacted musicians Ten ways that technology-driven changes have impacted musicians
Ten ways that technology-driven changes have impacted musicians
 
Access 20-28 yr Old Demographic With College Underground Radio
Access 20-28 yr Old Demographic With College Underground RadioAccess 20-28 yr Old Demographic With College Underground Radio
Access 20-28 yr Old Demographic With College Underground Radio
 
Hank Iving Media Plan
Hank Iving Media PlanHank Iving Media Plan
Hank Iving Media Plan
 
Word of Mouth Presentation
Word of Mouth PresentationWord of Mouth Presentation
Word of Mouth Presentation
 
Industrial context of Music Videos
Industrial context of Music Videos Industrial context of Music Videos
Industrial context of Music Videos
 
Matthew Hawn - "Do Labels Still Matter?" - sounds digital
Matthew Hawn - "Do Labels Still Matter?" - sounds digitalMatthew Hawn - "Do Labels Still Matter?" - sounds digital
Matthew Hawn - "Do Labels Still Matter?" - sounds digital
 
Httpool Spotify 2016
Httpool Spotify 2016Httpool Spotify 2016
Httpool Spotify 2016
 
Red Bull Records - Marketing Analysis
Red Bull Records - Marketing AnalysisRed Bull Records - Marketing Analysis
Red Bull Records - Marketing Analysis
 
RTL MCN
RTL MCNRTL MCN
RTL MCN
 

Kürzlich hochgeladen

Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 

Kürzlich hochgeladen (20)

Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 

Boiler Room approach to cultivating and amplifying a fragmented audience

  • 1. THE BOILER ROOM APPROACH TO CULTIVATING AND AMPLIFYING A FRAGMENTED AUDIENCE Michael Goldstein Creative digital planner at CHI&Partners NYC @MickeyG77
  • 2. When TV was first established, advertisers could reach 40% of viewers with a single ad. This was because there were only three channels, so one broadcast message had a huge reach. Source: Mindshare Media Data
  • 3. But as time moved on, networks diversified and exploded in number. Reach went to a 160 120 80 40 0 max of only 12% of audiences. Networks Ad reach % 1955 1985 2010 Source: Mindshare Media Data
  • 4. In the 50’s, audiences were under a musical ‘taste dictatorship’. People were fed genres via limited radio stations, as there was no other source of music discovery.
  • 5. Today that ‘taste dictatorship’ has been abandoned for genre discovery. People have open access to thousands of genres of music, as obscure as you can imagine.
  • 6. Online, audiences are also increasingly fragmented. Both by channel…
  • 8. But what’s good for audiences hungry for diverse media is bad for advertisers. It’s harder for a broadcast message to achieve reach, and with audience interests becoming increasingly fragmented, it’s hard to deliver relevant messages at scale.
  • 9. Today, the most effective and relevant way to reach and engage modern audiences is through fragmented cultivation and engagement.
  • 10. Today, the only way to reach and engage with Boiler Room is a great example of how to cultivate and engage a fragmented audience modern audiences is with fragmented audience cultivation and fragmented at scale. messages….
  • 11. BOILER ROOM BACKGROUND ! ! ! Boiler Room is a live music streaming platform. They have a focus on underground artists, curating a party atmosphere with DJs that represent niche tastes from cities around the globe. !
  • 12. BOILER ROOM BACKGROUND ! ! They are famous for their signature camera angle. Featuring the DJ in the foreground with the crowd behind them, creating intimacy between the DJ and online viewers as well as conversation on the trendies in the crowd. Boiler Room is a great example of how to cultivate and engage a fragmented audience at scale
  • 13. They have also done incredibly well at building loyal audiences. ! ! 7MM+ Monthly Audio and Video plays ! 35 mins average time on site ! Boiler Room 1.4MM is a Active great Subscribers example of how to cultivate and engage a fragmented audience ! at scale ! Source: Boiler Room
  • 14. What can we learn from Boiler Room about cultivating a fragmented audience? Boiler Room is a great example of how to cultivate and engage a fragmented audience at scale
  • 15. Boiler Room use underground artists to attract an online audience hungry for rare content: ! •They play smaller club shows and don’t tour as much as mainstream artists. ! •They Boiler don’t Room have as is a much great coverage example online. of how to ! cultivate and engage a fragmented audience •Their content is harder to find and access. at scale
  • 16. The events that Boiler Room curates and broadcasts feature multiple niche DJs who have small but passionate fans that are far more engaged than the fans of mainstream artists… Boiler Room is a great example of how to cultivate and engage a fragmented audience at scale
  • 17. ENGAGEMENT BATTLE AVICII Facebook Fans: 17.1 Million Views on recent YouTube set: 326,500 Fred P Facebook Fans: 29,800 Views on recent YouTube set: 24,875
  • 18. Comparing engagement within fan page platform 0.5 0.375 0.25 0.125 0 Avicii Fred P Engagement on their Facebook pages (Talking about metric as a % of fans) Caveat: Whilst this is not a thorough and holistic proof of deeper engagement for niche underground artists, it is a data point that illustrates the theory
  • 19. Comparing cross-platform engagement 90 67.5 45 22.5 0 Avicii Fred P Views on YouTube set as a % of Facebook fans 60 45 30 15 0 Avicii Fred P Likes on YouTube set as a % of Facebook fans Caveat: Whilst this is not a thorough and holistic proof of deeper engagement for niche underground artists, it is a data point that illustrates the theory
  • 21. Niche artists enjoy more passionate followings ! •Fans have gone out of their way to discover them away from mass-streaming services, leading to an emotional connection. ! •Niche artists with smaller followings feel more intimate and personal to their fan base. ! •Discovering lesser known artists is a likely brag point on social media, whereas sharing a well known artist is not.
  • 22. This means that the Boiler Room audience is far more likely to engage with and advocate their favorite content than your mainstream audience.
  • 23. Boiler Room curates lineups of different niche artists with varied and passionate fan groups. ! So rather than one large ‘blasé’ audience, they have multiple engaged audience groups. !
  • 24. Traditional audience cultivation and amplification model Huge reach Weak amplification Mainstream genre artist: EDM Mainstream audience: Low rate of advocacy:
  • 25. Boiler Room approach to cultivating and amplifying a fragmented audience Grime Deep Techno ‘Sad Boy’ Rap Stronger amplification Stronger amplification Multi-faceted amplification, intersecting a diverse audience, leads to true cultural impact Stronger amplification Niche Genre Artist: Niche Audience: Passion fueled advocacy: Smaller reach Smaller reach Smaller reach
  • 26. Boiler Room are able to achieve this approach at scale as they amplify curated events with real-time streaming. This ‘in the moment’ approach also increases cultural relevance to a diverse audience fragmented by taste and geography.
  • 27. How brands can learn from Boiler Room, some key lessons: •Recruit talent based on their search interest rather than popularity of their content. This will give you valuable content as it is high in demand, low in supply. ! •Invest in multiple bits of niche content rather than one broad piece of content. ! •Fragment and deliver messaging and content by audience, increasing relevance to a diverse crowd. ! ! ! !
  • 28. Want to argue about it?! tweet @mickeyg77 ! ! !