Should dance labels make deals with cable networks
Question of the week @ RealDanceFM
Post your views on this subject at http://www.realdancefm.com/
By Douglas Ruffin: President, RealDanceFM LLC.
Should dance labels make deals with cable networks?
The deal with USA Network and Virgin Records sends a strong message that record labels cannot rely on radio alone. The music industry is hungry for platforms and the Virgin Records deal with USA Network marks a new trend that others are sure to follow.
The dance music industry should follow this lead. We all know the value of platforms. Using dance music to promote a television brand should be well planned to serve the needs of the network you intend to approach. Conceptually, dance music does several things well. The key benefit to dance music is its ability to generate excitement, its spiritual vibe and in the way dance music is used for health and exercise.
When using dance music to generate excitement; consider regional, national and international sports networks. The fast paced action in sports provides a perfect fit with dance music.
Consider the value that spiritual networks have for dance music. Dance is one of the most spiritual music genres I know out side of Gospel music. Religious networks that use music to spread its message to a younger audience can use dance music (Vocal House) as a valuable promotional tool to bridge all fans of music to its music driven programming. Keep in mind, spirituality is not just about worship. Take a good look at networks such as Lime TV and others who use motivation to encourage personal and professional growth.
Health and exercise go hand in hand with dance music. From Chill out to Pop Remixes, dance music pumps encouragement when exercising. Dance can hit the health and fitness networks. In addition to that, look at the health and fitness programs that are on during all day parts on many cable networks. Perhaps a shopping channel can use dance music when selling fitness equipment.
The possibilities are endless. But you have to think strategically. The thousand channel universe is a reality but broadcast networks and major media companies own many of those channels. New laws will make it easy for program suppliers to cherry pick the cities and neighborhoods they serve. That means independent networks with a small targeted audience face challenging distribution issues. To that point, dance labels should further study the businesses that own these cable networks and see if the fit goes beyond one channel and can work through several of the networks businesses own. For example, MTV networks goes beyond MTV and MTV2. When considering MTV, remember that they operate Nickelodeon, TV Land and LOGO.
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Original programming is an important element to many cable networks. Labels can research the production companies cable networks are using and the projects scheduled for development.
Understanding how marketing and promotion works for cable networks will reveal additional opportunities for your label. For instance, cable networks start promoting programs in front of thousands of program supplier employees often prior to the air date. Cable networks have regional representatives who travel to cable systems, satellite companies and now phone companies to educate and encourage sales and awareness of their programming. You can reach marketing managers, sales teams and customer service staff.
Get artists involved. When a dance artist or DJ / Producer involved in the project is performing in a market with a large cable system. Ask the cable network and the area marketing director at that cable system office to let your artist do a “walk through” to meet the customer service and sales reps. Artists can hand out CDs and offer tickets to the venue where they are performing that night. The ever changing services provided by cable operators require its employees to be diverse and tech savvy. Therefore, dance music will likely be welcome in this environment.
Take a look at the platforms cable networks are using to promote their programming. The cable industry is getting involved with cell phone services. That will provide cable networks with what the industry calls, ‘the third screen”. That is, TV, Internet and the screen on your cell phone. Be sure to license for all viewing opportunities.
What is the fit? Here are a few examples your label can consider when reaching out to cable networks.
Mainstream / Pop Remixes FIT TV (Discovery Networks)
CN8 (Comcast) & amp;nb sp;
Instrumental / Drum & Bass Sports networks (league and team ownerships / FSN)
Action dramas: FX (FOX) TNT (Time Warner)
Acid Jazz / House Fine Living / DIY (Scripps) &nbs p;
The Travel Cannel (Discovery Communications)
Vocal House Inspirational Networks / Lime TV
The dance music industry can win big with this opportunity. However, labels should act fast. If dance labels don’t take advantage of this, Rock and Hip Hop will.
RealDanceFM is an interactive career service for the dance music industry. To post your thoughts on this, “RealDanceFM: Question of the Week” Go tot http://www.realdancefm.com/ .
Post your views on this subject at http://www.realdancefm.com/
By Douglas Ruffin: President, RealDanceFM LLC.
Should dance labels make deals with cable networks?
The deal with USA Network and Virgin Records sends a strong message that record labels cannot rely on radio alone. The music industry is hungry for platforms and the Virgin Records deal with USA Network marks a new trend that others are sure to follow.
The dance music industry should follow this lead. We all know the value of platforms. Using dance music to promote a television brand should be well planned to serve the needs of the network you intend to approach. Conceptually, dance music does several things well. The key benefit to dance music is its ability to generate excitement, its spiritual vibe and in the way dance music is used for health and exercise.
When using dance music to generate excitement; consider regional, national and international sports networks. The fast paced action in sports provides a perfect fit with dance music.
Consider the value that spiritual networks have for dance music. Dance is one of the most spiritual music genres I know out side of Gospel music. Religious networks that use music to spread its message to a younger audience can use dance music (Vocal House) as a valuable promotional tool to bridge all fans of music to its music driven programming. Keep in mind, spirituality is not just about worship. Take a good look at networks such as Lime TV and others who use motivation to encourage personal and professional growth.
Health and exercise go hand in hand with dance music. From Chill out to Pop Remixes, dance music pumps encouragement when exercising. Dance can hit the health and fitness networks. In addition to that, look at the health and fitness programs that are on during all day parts on many cable networks. Perhaps a shopping channel can use dance music when selling fitness equipment.
The possibilities are endless. But you have to think strategically. The thousand channel universe is a reality but broadcast networks and major media companies own many of those channels. New laws will make it easy for program suppliers to cherry pick the cities and neighborhoods they serve. That means independent networks with a small targeted audience face challenging distribution issues. To that point, dance labels should further study the businesses that own these cable networks and see if the fit goes beyond one channel and can work through several of the networks businesses own. For example, MTV networks goes beyond MTV and MTV2. When considering MTV, remember that they operate Nickelodeon, TV Land and LOGO.
Page 2
Original programming is an important element to many cable networks. Labels can research the production companies cable networks are using and the projects scheduled for development.
Understanding how marketing and promotion works for cable networks will reveal additional opportunities for your label. For instance, cable networks start promoting programs in front of thousands of program supplier employees often prior to the air date. Cable networks have regional representatives who travel to cable systems, satellite companies and now phone companies to educate and encourage sales and awareness of their programming. You can reach marketing managers, sales teams and customer service staff.
Get artists involved. When a dance artist or DJ / Producer involved in the project is performing in a market with a large cable system. Ask the cable network and the area marketing director at that cable system office to let your artist do a “walk through” to meet the customer service and sales reps. Artists can hand out CDs and offer tickets to the venue where they are performing that night. The ever changing services provided by cable operators require its employees to be diverse and tech savvy. Therefore, dance music will likely be welcome in this environment.
Take a look at the platforms cable networks are using to promote their programming. The cable industry is getting involved with cell phone services. That will provide cable networks with what the industry calls, ‘the third screen”. That is, TV, Internet and the screen on your cell phone. Be sure to license for all viewing opportunities.
What is the fit? Here are a few examples your label can consider when reaching out to cable networks.
Mainstream / Pop Remixes FIT TV (Discovery Networks)
CN8 (Comcast) & amp;nb sp;
Instrumental / Drum & Bass Sports networks (league and team ownerships / FSN)
Action dramas: FX (FOX) TNT (Time Warner)
Acid Jazz / House Fine Living / DIY (Scripps) &nbs p;
The Travel Cannel (Discovery Communications)
Vocal House Inspirational Networks / Lime TV
The dance music industry can win big with this opportunity. However, labels should act fast. If dance labels don’t take advantage of this, Rock and Hip Hop will.
RealDanceFM is an interactive career service for the dance music industry. To post your thoughts on this, “RealDanceFM: Question of the Week” Go tot http://www.realdancefm.com/ .
posted by realshanti at 11:02 PM
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