Glow Marketing is pleased to present a social marketing mini-conference at the 2012 NAMM Show in The H.O.T Zone (hands-on training) program which provides continuing education to music industry professionals. The mini-conference will feature some of the industry’s top marketing professionals and educators who will discuss strategies and practical tools for do-it-yourself marketing, branding, and social media engagement.
The mini-conference will be held on Friday, January 20 from 1:00 – 5:00PM on the 2nd floor of the Anaheim Convention Center, Hall B, in the H.O.T. Zone training area.
1 P.M. – KEYNOTE
Richard McDonald, Senior Vice President of Marketing
Richard McDonald is FMIC’s Senior Vice President of Global Marketing. McDonald joined Fender in June 1993, rising from an entry-level position to his current executive role encompassing marketing and advertising, product development, artist relations, product education and promotions and events.
In approaching business, his philosophy emphasizes a clear focus on customer engagement and fulfilling the brand promise. Among his many accomplishments at FMIC, McDonald served as Fender amplification marketing manager (1997-2000) and vice president of electric guitars (2000-2002), an especially creative period during which he was instrumental in developing some of Fender’s most successful products. As Senior Vice President of Global Marketing, he subsequently led the unification of FMIC’s entire global marketing organization. More recently, McDonald has managed FMIC’s aggressive brand acquisition strategy while leading the company’s global marketing initiative.
McDonald arrived at FMIC in the early ’90s as an accomplished guitarist from a musical family and with music industry experience in retail management. He has amassed considerable performing and recording experience, including 20 years as guitarist/songwriter with acclaimed Tempe, Ariz.-based world beat band Morningstar, extensive North American touring, and session work for a variety of artists and on many commercial jingles. www.fender.com
2 P.M. – DIRECT TO FAN:
CREATING COHESION FROM CHAOS
Berklee College of Music
Mike King is a course author, instructor, and the Director of Marketing at Berkleemusic, the online extension school of Berklee College of Music. Prior to working at Berklee, he was the Marketing/Product Manager at Rykodisc, where he oversaw marketing efforts for label artists including Mickey Hart, Jeb Loy Nichols, Morphine, Jess Klein, Voices On The Verge, Bill Hicks, The Slip, Pork Tornado (Phish), Kelly Joe Phelps, and Frank Zappa’s estate. Mike was the Director of Marketing and Managing Editor of Herb Alpert’s online musician’s resource, www.artistshousemusic.org, for three years. An experienced live presenter, Mike has also been published in industry and national print media and has written three courses for Berkleemusic: Online Music Marketing with Topspin; Music Marketing: Press, Promotion, Distribution, and Retail; and Online Music Marketing: Campaign Strategies, Social Media, and Digital Distribution. He also teaches The Future of Music and the Music Business for Berkleemusic. Mike was recognized as the Best Music Business Teacher by the National Association of Record Industry Professionals (NARIP) in 2011. www.musicmarketingbook.com
3 P.M. – TAKING THE CLOUD TO THE CROWD:
SOCIAL MEDIA FOR THE MUSIC INDUSTRY MODERATOR
Kelli Richards, The All Access Group
Kelli Richards is a true trailblazer in the digital music and media arenas with more than twenty years of senior-level experience. With a unique talent for connecting innovators in technology with creative leaders in entertainment, Kelli guides her clients to create big visions, make big connections and achieve big results. A highly sought-after consultant, mentor, speaker, producer, coach and author, Kelli is the CEO of The All Access Group. She and her team facilitate strategic business opportunities in digital distribution between technology companies, established artists and celebrities, film studios, record labels, and consumer brand companies in order to foster new revenue streams and deliver compelling consumer experiences. www.allaccessgroup.com
4 P.M. – D.I.Y. ARTIST MARKETING FUNDAMENTALS
Chandra Lynn & Jason Spitz
Chandra Lynn, Principal
Glow Marketing LLC
Chandra Lynn founded California-based marketing agency Glow Marketing LLC in January 2000. For over 11 years, Glow has worked with a variety of consumer and entertainment brands, high-tech companies and artists on successful integrated marketing solutions and creative services. Previously, Chandra held management positions at legendary entertainment producers, publishers, and major market media, including, Avid, the leader in audio and video; Tickets.com; Bill Graham Presents/Live Nation; New Bay Media (Guitar Player, Bass Player & Keyboard Magazines); San Francisco Focus Magazine; and KFOG Radio/Cumulus Media, Inc. www.glowmarketing.com
Music Marketing / E-commerce Specialist
Jason Spitz has spent his career at the intersection of music, marketing, and E-commerce. While working at Rhino Entertainment (a division of Warner Music Group), Jason oversaw direct-to-consumer E-commerce for The Grateful Dead. He ran the official online store, coordinated direct marketing campaigns, developed new merchandise lines for Dead Heads, and helped release CDs, DVDs, and box sets of live recordings from the band’s vault. He also worked on web stores for the Frank Sinatra Estate and Rhino.Com. Recently, Jason worked as Director of Marketing for Topspin, where he helped launch the company’s self-service software platform for artists and managers. Along the way, Jason has developed and implemented marketing campaigns for groups in music, comedy, and theater — helping fledgling artists grow their audience and optimize their online business.
The mini-conference will end at 5 P.M.
Visit The NAMM Show website for a full schedule of events in The H.O.T.