Night Owl PITCH DECK A Global Media Provider
2 TABLE OF CONTENTS 01 02 AUDIENCE & MARKET POTENTIAL BRAND PURPOSE, OBJECTIVES & THEMES Getting to know Millennials + Gen Z incl. how Defining the north star that will they consume music & engage with brands. guide the brand moving forward. 03 04 3-PILLAR STRATEGY P.E.S.O. EXECUTION Crafting a campaign that combines Breaking down tactics, timeframes, budget artists, content and events. allocation, KPIs & health metrics.
Who Are Gen Z / True Gen? 3 And how do they compare with Millennials? POTENTIAL AUDIENCE 48% of Gen Z and 39% of Millennials are racial or ethnic 54.91 - Millennials 58.30 - Gen Z minorities, and diversity is projected to increase over time. A true % of gender breakdown is unobtainable. With 35% Gen Z saying they know someone who uses gender-neutral pronoun, but not many forms allow as option. Night Owl should focus less on tailoring for men vs. women in a binary sense. GENDER & ETHNICITY AVERAGE SPEND PER TRANSACTION $44B Per Year - Gen Z $939 - Entertainment $2,765 - Restaurant Both high usage of mobile & social media. $65B Per Year - Millennials $840 - Entertainment $2,529 - Restaurant INTERESTS SPENDING POWER
“We Speak Our Minds. We Express Our Feelings. We’re More In Tune. 4 We Impact Others. Others Impact Us. And We All Share the Same Space.” GEN Z PROFILING JENNA DOE JOHN PATTERSON HELENA JAMES Frugal, Investing Only in Frequent K-Pop Concert Justice-Minded, Meets Up at Socially Responsible, Goer, Social Influencer Local Starbucks in Athleisure to Authentic Brands Engaging via Mobile Discuss Political Reform
5 Culturally diverse Gen Zers are growing as a consumer base. While cautious of spending habits, they have a good amount to spend for the “right” brand. GEN Z PROFILING 32% $600B 40% 47% Influences Family Makeup All Consumers Considered Ethnic Makeup of the Spending w/ $4B By 2020 W/ 2.56B Minorities in U.S. W/ World’s Population Discretionary Globally 50.2% Mixed by 2020
The Power of Music: 94% of surveyed Gen Zers cite music as “important” to their lives. 6 It Can Be Accessed & Engaged Globally, Leading Culture & Lifestyle Adaptations. GEN Z It Taps Into Universal Emotions We Share & Is a Great Indicator of One’s Identity. PROFILING WHEN DO THEY CONSUME WHERE DO THEY CONSUME HOW DO THEY CONSUME HOW MUCH DO THEY CONSUME 56% 75% 89% 97% Listen to Escape from Gen Zers Look for New Listen to Music via Gen Z Females Listen Visual Stimulation Music on YouTube On-Demand Streaming 5+ Musical Genres
7 Gen Z Doesn’t Want to Buy Your Brand; They Want to Join It! Don’t Be Disruptive; Be Integrated. GEN Z PROFILING “Marketers that consistently provide value and relevancy in their messaging, and their corporate actions will earn Gen Z’s respect and dollars.” - Vicki Braki, VP of Marketing at MNI Targeted Media, Inc. HOW THEY LEARN AND DECIDE WHAT TO BUY 34% 48% 50% 72% 2x More Likely to Shop on Say Advertising w/ 85% on Knowing Brand Socially Price is Most Important Turn to Magazines for Trusted Mobile Than Millennials, But Social Helps Learn About New Conscious, Influences Factor When Making Info. vs. Newspapers at 83% 76% Believe In-Store Products Purchase Decisions Purchase Provides Better Experience
8 BRAND PURPOSE MISSION VISIÓN VALUES To provide opportunities Be a leader in shaping a Support Local Music & for artists & musicians world where we can Artists Scene to continuously connect create and share artistic in a meaningful way by and musical experiences Innovate & Utilize the enabling technology to without cultural, Latest Technology bridge the gap between geographical, or our digital and physical platform limitations and Provide Outlets for spaces. boundaries. Creative Expression Purpose: We exist to help guide future generations in an effort to feel empowered to express themselves through rather than be overwhelmed by the rapid changes in technology and the ever-evolving digital landscape.
9 THEME & A New Message VALUE PROPOSITION A Life Without Boundaries means no more limits to your creativity. 72% of survey takers say discovery boosts happiness. If you live life in a “box”, you have less opportunities and areas to discover. Night Owl Media is: ● Giving you access around the clock to more diverse talent, content and events. ● Giving you reach on more platforms to engage, collaborate, and connect with music fans & friends around the world. ● Giving you an endless space to explore your identity and creative potential. Never miss a beat again!
A GLOBAL CULTURAL 10 ONGOING EXPERIENCE CAMPAIGN IDEA Night & Day Campaign: All Doors Unlocked 24/7 Because Your Day Is Someone Else’s Night...
11 PLATFORMS WHERE YOUR AUDIENCE CREATES & CONSUMES SHARED PLATFORMS TIKTOK YOUTUBE 1.2B + downloads and Most visited website by Gen Z. especially popular with Gen Z Storytelling & unboxing videos for short-form videos. very popular. TWITCH INSTAGRAM SNAPCHAT SPOTIFY 65% of Gen Z check on a 71% of SnapChat users are 62% of Gen Z agree online 61% of Gen Z use friendships just as daily basis and prefer to under 34 years old. Allows for post-discovery, engage brands here. identity exploration. meaningful as offline. transitioning from Community building. discovery on YouTube.
12 YOUR ARSENAL TO CREATE A CONTINUOUS EXPERIENCE OWNED RESOURCES PRINT MAG RESTAURANTS CLUBS WEBSITE The venues to produce your own events. SHAPE THE STORY BRIDGE APP LICENSING DEALS OWN MERCH LINE PODCAST “Bridge the Gap with Hear What Artists Your New Bridge App” Have to Say About Bringing a Cohesive Trends in Music & the Experience Between Untold Stories with Offline & Online Direct-to-Fan Q&As
57% of 13-36 year olds said Bag Playlists up 45% year over 71% of Gen Z, Millennials & Gen 13 they’re interested in their year with 49% of Gen Z saying X agree “The moments that give favorite artists’ personal lives, they find camaraderie in sharing me the most life are live not just music. sad and lonely feelings. experiences.” THREE PILLARS Gen Z is foregoing traditional 90% 18-34 year olds have 80% of Gen Zers say finding genre categories and listening attended at least one live event themselves creatively is to more up-and-comers or in last 12 mos., up from 82% 3 important w/ 25%+ posting niche pop “m-indie artists”. years ago. original content video weekly. ARTIST CONTENT EVENTS DIVERSITY + AUTHENTICITY GIVE US A MIX DAY PREP FOR NIGHT DAY ● Shared Playlists & Podcasts ● BTS - $50M Net Worth 3D Behind-the-Scenes + Both Digitally & On Site ● Taylor Swift - $360M Net Worth Concert Recap ● Billie Eilish - $6M Net Worth ● Stunning UGC + Brand Visuals & ● Drake - $150M Net Worth Create Your Collab Videos on Touch Screens with ● Cardi B - $8M Net Worth Zoella Guest Judge. ● Lady Gaga - $300M Net Worth NIGHT ● Beyonce - $400M Net Worth Global Spotlight Flash Artist ● Bundling Digital, Print & Live ● KSI - $11M Net Worth Performances Content into a Quality Product
We’re looking for artists who aren’t afraid to “be themselves” and who crossover not only 14 in music genres but also within verticals & industries like fashion, food, other lifestyle. ARTIST FILTERS BRAND: ● Top-Notch Visuals Across Platforms ● Someone Who Goes Against the Grain ● Crosses a Boundary of Location, Ideology, Ethnicity, Genre The Artists AUDIENCE: ● Authentic, Not Scared to Be His/Her Self ● Part of Gen Z or Rising in Their Youth It’s more about variety ● Social Responsibility Toward Community in genre and location ● Cross-Genre Music Pollination than it is a popularity contest. Boundary COST: ● Within $3M-$60M Net Worth breaking artists are unique & have a IMPACT: DIY/indie mentality. ● Social Media Platform Followers: 5M-50M on at Least 1 ● Streaming Platform Mos. Listeners: 50K-50M on at Least 1 ● Partners with Other Artists At Least 2 ● Partners with Other Brands: At Least 2
Breaking Geographic and Gender Boundaries... 15 ARTIST Bio: Asian-American androgenous PROFILING rapper/singer born in September 1992. Fluent in Taiwanese & English. Amber She was popular in South Korea as part of a girl group, f(x). But born and raised in Los Angeles, CA. She released her debut solo album Beautiful in Liu 2015 and the album reached #2 in Korea and on the US World chart. She has had success with the singles "Shake That Brass" (featuring Taeyeon) and "Wave" (with Luna featuring R3hab & XaviGi). “We try to problem Personality: Engaging & Candid. Supports women empowerment, and messages of solve around society’s positivity & perseverance. boundaries.” Instagram Followers: 5.6M Spotify Mos. Listeners: 54,972 YouTube Subscribers: 1.35M Net Worth: $8M Partners/Endorsements: Nike, L 'oréal, Uplive
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