Music Audience Exchange (MAX): The power of music for businesses with George Howard and Carlos Diaz

In this webinar by startupsinnovation (a blog and online accelerator that helps entrepreneurs) and askmusiclawyer.com (a blog that helps artists entrepreneurs), George Howard and Carlos Diaz, two of the co-founders of Music Audience Exchange (MAX), talk about the power of music, the state and evolution of the music industry, and how MAX helps promote both artists and brands. MAX is a start-up leading the way and creating a new marketing method using big data, expertise and proprietary technology.

George Howard is a music industry key influencer, ex-executive of Rykodisc (music label), Co-founder of MAX, original founder of TuneCore, Adjunct Professor at The Berklee College of Music, and an advisor to Fortune 500 companies.

Carlos Diaz is the Chief Revenue Officer and a co-founder of MAX. He oversees all revenue and sales operations and has an extensive background in Internet, tech and sales (ex-ReachLocal).

Visit Music Audience Exchange here.

MAX received $3.5M in 2015 and leverages the power of music to provide a service that helps companies promote their brands through artists endorsements. The startup is led by Founder & CEO Nathan Hanks. In this webinar, we learned that MAX disrupts the traditional sponsorship model by offering a unique data and technology-based service that pairs brands to music artists. MAX helps “exchange” audiences between artists and brands to help cross-promote both parties and create a special and more emotional experience for the consumers. According to Carlos Diaz, these programs are extremely targeted and highly-measurable.

Some quotes from the webinar:

    • “You have to have a remarkable product and put it in front of people that are predisposed to care and you will shift the burden from you saying hey I am a great artist/entrepreneur to other people talking about your work. Unless and until you do that, you will not succeed.” -George Howard
    • “Laws and legislation follow culture. Culture and art can lead change. Civil, gay rights and other rights had, at their emphasis, art.” -George Howard (On the idea that inspired his commencement speech at the Berklee School of Music)
    • “All artists are entrepreneurs and the best entrepreneurs are artists.” -George Howard quoting Hugh MacLeod
    • “Artists need exposure. If they don’t get it, they won’t make it.” -Carlos Diaz
    • “The partnerships between artists and brands will only continue to grow.” -Carlos Diaz
    • “Entrepreneurs…just make sure that you have a problem you are solving that you don’t come up with a solution looking for a problem” -Carlos Diaz

George and Carlos elaborate on these quotes in this three-part recorded webinar about music and marketing:

Part 1: The music industry evolution, the power of music with George Howard and Carlos Diaz

– The music industry disruption and landscape today
– What should other industry learn from the music industry disruption
– George on his commencement speech at Berklee, the impact of art in the world

Part 2: How MAX works, why it’s great with George Howard and Carlos Diaz 

– How Music Audience Exchange works
– Who uses Music Audience Exchange
– Beats by Dre
– MAX success stories
– Artist social network profiling

Part 3: More insights on marketing leveraging the power of music

– How artists respond to the MAX value proposition?
– Music genres that are early adopters of the MAX service
– Artists in the corporations, will we see more of this?
– How does music help brands?
– Best advice to entrepreneurs and artists
– How to do business with Music Audience Exchange – who to contact, how to start!
– Carlos Diaz vision for the future

Special thanks to askmusiclawyer.com team for the help in promoting this event with us.

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Learnings from the Entertainment industry disruption

The music industry, we probably all saw it got disrupted like none others and is a good case study for other industries to learn from.

Do you remember these days when you would by cds to the days of Napster and youtube? Well things have gone way better on the consumer side (music consumption has never been that high – says Kendall) but the industry is still figuring out how to monetize all the good work artist do). If you love music or simply are interested in learning the story of an industry that got totally disrupted you should watch this video. Don’t forget, if it happened to them, it may happened to you so there is a lot of learnings you can get to avoid the trap of being disrupted.

Kendall Minter’s expert view on the music disruption..

In this interview conducted in late 2015 with friend Kendall Minter, a successful, experienced celebrity lawyer, board member of soundexchange and author of book “Understanding and negotiating 360 deals”  we cover the 10-15 years timeline of events that led to the disruption of an entire industry that is still today trying to stabilize itself and understand what are the new business model to win.

The story of a downfall and reinvention…

The music industry “downfall” story is very interesting because it shows how fragile any industry is and how people reacted to the disruption or didn’t see it coming (or accept it was happening).

Long gone are the days when artists main revenue streams came from music sales “forcing” artists to find new ways of making a living from their art: From deal making with tech start-ups, more concerts & festivals (of course, and to consumers’ pleasure), TV appearances, advertisements, diversification etc.

In addition, those that make it through the disruption are often the most entrepreneurial ones that are able to quickly find solutions / opportunities out of the chaos and changed “rules”: It’s the entrepreneurship era! Think about the Beats by Dre success story (Beats was sold for Billions to Apple) or unknowns that became superstars from their bedrooms!

It’s a new era, like Darwin said once: “It’s not the most intelligent species, nor the strongest that survives but those that adapt best to change that do” – Darwin

Our support to artists!

We love music! We all need music & artists don’t we?

You will often hear us say: ” Music and entrepreneurship are the only 2 things that makes the world move /shake”. As a matter of fact artists are innovators, creative entrepreneurs in many cases!

At startupsinnovation we believe that huge opportunities exists between artists and startups, businesses and corporations.

(Contact us for a FREE educational training on startups opportunities available for Artists / music industry managing teams)

Watch the interview below with Kendall Minter! (Note it was recorded as part of a prior projects of ours hence the banner that is not the startupsinnovation one)

More

If you like this, you may also like our event with Jay Samit (One of the world leading expert on disruption and innovation) – here

Also visit Kendall Minters’ blog (askmusiclawyers) here