Asheville Music Initiative. Turning up the Volume on the Music Scene

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1 Asheville Music Initiative Turning up the Volume on the Music Scene

2 Expansive New Program to Elevate the Music Scene Partnership with: Local music stakeholder advisory group Asheville Commercial Music Enterprise (ACME) IAMAVL Includes: New Music Website Advertising campaign targeted to music enthusiasts Music culture PR & content push Music sizzle video

3 Goals Become a major music destination a Top Music Town. Generate demand for musicians and venues to create sustainability of our musical assets. Create easily navigable connections and experiences between visitors (and residents) and the music scene.

4 Positioning Idea Asheville s music culture is born of age old tradition and nurtured by a spirit of independence. With a music scene that is deeply connected and resonating nationwide, the Asheville area is a wellspring of music lovers and talented creators who offer musically-minded travelers innovative sounds, soulful experiences and the irresistible urge to move. Play on in, won t you.

5 Target Audience MUSIC ENTHUSISASTS Target Audience: Adults 25-64, Median HHI: $75K, slightly skewing women who travel Demonstrating experiential behaviors and attitudes including: I frequently choose active vacations with lots to do. I like to do things that are new and different I like a lot of excitement in my life. I like a lot of variety in my life. Plus index high for the following: Travel for events Attends musical concerts Considers themselves a music influencer

6 Strategies Build credibility for the region s rich and innovative music scene. Heighten awareness of music culture and experiences. Create connection systems for Asheville area visitors to experience and navigate the music scene.

7 Key Tactical Elements Inventory of music assets Music microsite Asheville online radio station (playlist of local artists Comprehensive venue guide Music ad assets New content including artist/maker profiles

8 Music Microsite New Features on the Asheville Music Website: Explore Asheville Radio featuring local music playlists in partnership with ACME (Asheville Commercial Music Enterprise) Live Music Calendar Venue Slideshow Live streaming concerts in partnership with IAMAVL.

9

10 Live Concerts & Video Working with Independent Arts and Music Asheville to serve as a platform for live streaming concerts and showcase music videos.

11 Advertising Program Animated Display Ad Banner

12 Other Advertising Channels Audio / Video - Pandora Audience targeting Ads link to branded mixtape experience that Pandora would assist in building based on eight songs provided by Asheville Content - Facebook Interest Demographic/Geographic Targeting

13 Other Advertising Channels Audio / Video - YouTube Content, keyword & data targeted pre-roll ads Content - Yahoo Native Content targeting via sections (Food, Music, Outdoors) Data targeting (45+, Behavioral, Keyword, etc.) Asheville Music Scene

14 Other Advertising Channels Content - Huffington Post Content targeting via sections (Food, Music, Outdoors) Layer in demographic/geographic Ad Networks - RocketFuel and Xaxis Data driven targeting, re-targeting 50,000+ targeting options Xaxis = 100% viewable impressions Bought programmatically and through private exchanges Programmatic Direct Partners Asheville, North Carolina is turning up the volume on is music culture. From its traditional bluegrass roots to the innovative, edgy and artful sounds that inspires homegrown musicians and beckons a cadre of national bands, Asheville is garnering national attention as a top music city. Start planning at ExploreAsheville.com.

15 PR & Social Media Design and develop a virtual press kit devoted to music highlights, interesting facts, characters and story ideas. Leverage music asset inventory, music news and existing media contacts to aggressively pitch Asheville area music scene stories. Contract connected music industry PR agency/entity to support national outreach in the music vertical. Use a hashtag campaign that helps consumers & partners identify and share trending Asheville area music content. Launch Backstage Asheville Contest in tandem with microsite unveiling.

16 Content Development Work with our content network to develop profiles. Create music-oriented itineraries. Write story features from classical offerings to pop culture connections. Produce Web video shorts and images for Instagram and other

17 Thursday, March 30 4 p.m. Isis Restaurant & Music Hall

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