Music & Advertising - Would You Like Fries with that? . . . By Director Wayne Hall
March 29, 2007
During the past year it has been interesting to watch the re-emergence of the “advertising based content supply model”. This model is the one in which the supplier fully underwrites the content delivery system (hardware, installation, communications network, content etc) with revenue from advertising. Everyone from newly emerging juke box operators to background music suppliers have been touting it’s virtues.
This model has a lot of appeal – it seems to offer the supplier much higher returns then the conventional subscription model, while enticing the client with a “this won’t cost you a cent for a system” promise. Very alluring indeed.
But let’s look at the facts. The business music landscape is littered with the carcasses of companies who have gone broke trying to implement this model during the past 10 years.
Why….. ? Because the most important attribute – music and the environment it creates - is cast aside as having no or little value. Quite often music is an afterthought, and in some cases the cost of copyright hasn’t been accounted for. Secondly, the advertising model removes from the supplier the discipline of ensuring that staff needs are factored into the equation – and, as we all know, if you don’t have staff onside, “things” happen to your system. Furthermore, incredibly optimistic projections are made about the advertising revenue, without any thought to the realities of venue or store environments, advertiser expectations, and system reliability.
This is not to say that advertising cannot, and should not, form an integral part of an effective music delivery solution. There are some great examples of where businesses have done this successfully, but only after getting the environment right in the first place – which means valuing – and receiving a value for – music.
Watch this space as I report over the next year some big collapses in these supply models.
A quick congratulations to SBA Music Programming Department for their efforts in bringing the Emerging Artists Video Program to fruition (see article in this edition). This is a fantastic initiative, one I hope you can support by playing the bi-monthly programs whenever and wherever you can. It’s all about exposure.
Have a great month.
Wayne Hall
Director
- "Having been a SBA customer since the first Radioactivity, Commercial Cutz & BPM, I have been extremely happy with the service provided. Keep up the great work. I, like the rest of your customers, greatly appreciate all the effort everybody at SBA puts into producing these quality products." - Serge - DJ:Plus! Entertainment
- "We approached SBA Music with very specific brief. We knew we wanted an unusual mix of music genres and throughout the day we wanted moods and tempos to change. SBA Music was effective in dissecting our brief, seeking to understand our business and translating it to the quirky audio atmosphere we now have, that reflects our brand and delights our customers."
- Melanie Schwarz, TS 14+ - "SBA is a fantastic avenue for exposure of your artists, not only does it get your song added to many playlists but they also have the facility to get your video played and they are a very professional outfit. "
- Russell Thomas, Kaos Management - "SBA's highly organised programming team is always on top of the game when it comes to supporting local indie artists, giving them the attention and exposure they deserve. It's refreshing to see a company that REALLY does make music their business. "
- Tim West, The Right Profile - "Music is a critical component of store atmosphere and plays a significant role in the purchase decision-making process. "
– Michael Morrison, Monash University - "One of the best things about working with SBA is the roll out system we have in place… all we have to do is notify them of a new site, and they take care of the rest. It’s too easy. "
- Carlos Antonius, Nando’s Australia Marketing Director - "SBA are not just our music supplier. Their capacity to work with us to deliver an in-store music strategy that went above and beyond our initial requirements means we now view them as an integral part of our team."
- Paul Montalto, National Communications & Promotions Manager, Target - "Our no. 1 priority was to implement a music strategy that reinforced our brand and created an atmosphere that was distinct to Gloria Jeans. SBA’s on-going commitment to this process has been outstanding. In addition, they’ve worked with us on a number of initiatives that have continued to add value & develop our brand. "
- Elizabeth West, Gloria Jean's Coffees, Group Marketing Manager - "SBA are always in there working as a partner to assist us. They understand the market and like to get our take on things, which is important. "
- Dennis McGrath, Amarda Operations - "We’ve been subscribing to SBA Music for years. The monthly chart program is always spot on and the theme programs include all the timeless, must-have tracks that punters want to hear... The programs end up paying for themselves. "
- Erwin Boot, Automatic Music - "SBA's CD's takes the guess work out of song selection… if it's on their CD's it will pack the dance floor. "
- DJ Guru - "For us, SBA are a one stop shop. The music solution we’ve put in place has addressed all our needs as bar and restaurant operators. We have the right music playing at the right time, at the right levels… in all key areas of our venues. It fills the gap and provides the right atmosphere for our venues. "
- Jeremy Milner, Bavarian Bier Cafes - "We choose SBA for its diversity and up to the minute track listings" - Rock-On Mobile DJ Services
- “SBA’s Launching Pad Initiative is a fantastic way to bring new bands to a new audience…don’t get left behind.”
- Tim West, The Right Profile - "SBA are always prompt and always have the music I need"
- DJ Bodz - "SBA has taken the pain out of running an effective and reliable source of music for our stores. Their flexibility and knowledge help us create the right atmosphere for our customers every time."
- Robert Marsden, IT Manager – Zarraffa’s Coffee