Become A SoundCloud Master and A Master Of Your Rights On SoundCloud

Between updating their subscription plans and experimenting with more visual profiles (still in early beta), SoundCloud has been on fire lately. ComScore even recently reported that their traffic increased by 26% in one month, making SoundCloud the 8th fastest growing site in the U.S. Though it’s certainly evolved since its launch in Berlin in …

The Team Behind The Orchard Machine [Infographic]

You might know The Orchard as a global music and film distribution company but do you know much about the people behind the name? We have over 175 employees worldwide all hailing from different backgrounds, boasting different lines of expertise, and coming from all walks of life. We thought it’d be fun …

Use YouTube To Go Beyond The Music Video

Videos are by far the most engaging form of social content. This isn’t exactly a new discovery, but there’s a lot of missed potential by bands that claim to have a YouTube presence. The common misconception is that your music videos go up on YouTube and you’re done. Although MTV …

Get In On The Crowdfunding Action with RocketHub

Between Amanda Palmer and Veronica Mars, crowdfunding has proven its worth beyond the shadow of a doubt. In one year alone, global crowdfunding initiatives grew 81% to generate a reported $2.7 BILLION. Of that, music-related projects represented a very respectable $202.5 million, i.e. 7.5% of all raised funds and 4th most …

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Pick Jason Pascal and Erol Cichowski’s Brain at the Billboard Latin Music Conference

JasonPascal_ErolCichowskiWith the Billboard Latin Music Conference coming up in just under two weeks, we at The Orchard are excited to have our very own Jason Pascal, VP of Licensing & Associate General Counsel, and Erol Cichowski, VP, International, represent us throughout the conference at multiple panels. The Latin Music Conference, taking place in Miami, features a host of musical performances, roundtable discussions, keynote speakers, showcases and panels.

The first panel on which we find one of our own is Meet the Executives: One on One Sessions with Key Players. On this panel, taking place on Monday, April 21 from 3-5PM, Erol will speak, discuss, and share what it means to be a modern executive and give helpful advice to up-and-coming leaders along with other key music industry executives from companies such as YouTube, Billboard and Sound Exchange.

On Wednesday, April 23 from 6-7PM, Erol and Jason will be co-working a roundtable as a part of the Tú a Tú Roundtables & Happy Hour, discussing what we do best, digital distribution.

These are bound to be some great panels and discussions, so if you’re in Miami during the conference, come find us! We’ll be at the JW Marriot Marquis.

“It’s not TV. It’s Netflix.”

Rotisserie Chicken: An Original From NetflixWill 2014 be a turning point in the “battle for screen time?” 

Amazon Studios announced its new slate of series orders from their unique, popular vote-driven pilot process last week — and while Netflix and Hulu took a more casual approach to unveiling their latest batch of original content, the user reviews for April Fools release “Rotisserie Chicken” so far are decidedly mixed: “[Two stars] A sophomoric effort. Poor use of thyme. Poorly conceived denouement, with a narrative arc which goes nowhere. Could use more garlic.” But in what’s become tech-giant tradition, this blend of creative marketing and disruptive instinct belies the level of investment in the multi-billion dollar war being waged over one of the 21st century’s most competitive commodities: consumer attention in a fragmented media landscape.

Just three years ago, all the major streaming competitors in what Hulu’s head of content Andy Forssell calls “the battle for screen time” were on the ropes (or in the case of Amazon, hadn’t even entered the ring yet). Netflix’s shift to streaming seemed terminally botched by its “Qwikster” debacle, Hulu was up for sale (and struggling to fetch anywhere near its asking price), and while YouTube was seeing impressive traffic for its original content, monetizing those views was proving difficult as marketers became disillusioned with the value of Pre-Roll ads.

Flash forward to 2014 — Netflix is nominated for 14 Emmys (winning 3) and tops 31 million subscribers (HBO, by comparison, has 29 million), Hulu‘s parent companies (Fox and Disney) have taken down the “For Sale” sign and doubled-down with a $750M investment in the streaming service’s future, and Amazon Prime has been growing so rapidly that new sign-ups had to be capped during peak periods of December 2013 to avoid exceeding their operational capacity. Perhaps more tellingly, YouTube and other online outlets are crashing the Upfronts – a week of presentations by broadcast TV executives to all the major advertising clients — using the industry’s own Nielsen data against it with an aggressive pitch that more 18-34 year olds (49% of the total demo) can be reached through advertising on their online platforms than on the most popular FX (45%), TBS (44%), Comedy Central (41%) or AMC (40%) broadcast packages.

Numbers like these engender a great deal of confidence in the future of streaming, and the larger trends in consumer behavior are unmistakable: streaming is here to stay, and content is still king regardless of platform. For decades, studios and broadcast networks have spent billions on preserving artificial restrictions on consumers — from appointment television to 90-day holdbacks from theatrical release on VOD/DVD/Digital sales — so seeing billions invested on tearing down these barriers and maximizing consumer choices is thrilling, regardless of the outcome.

Welcome, Sarah!

April 9, 2014 Orchard News No Comments

sarah kim video programming coordinator the orchardIntroducing Sarah Kim, Video Programming Coordinator

Hi all, I’m thrilled to be joining Video Operations and to be a part of the Orchard family!

I’m originally from Los Angeles and went to school next door at NYU where I studied journalism. This led me to a lot of odd jobs at different magazines (the Martha behind the “Ask Martha” column at the Martha Stewart Magazine — that was me!). My respect for journalism took me to reality television, where I worked as an associate producer for shows on Discovery, Esquire and Animal Planet, unfortunately all involving betrayal and none involving food.

When I’m not working, I’m struggling to maintain mediocrity in my fantasy basketball league. I really (REALLY) like Tyson Chandler and I pretty much build all my teams around him, which makes for a lot of great trash-talking, but not very good teams.

I feel fortunate to be surrounded by so many people who are very good at what they do. If you have any questions (or fantasy advice) shoot me a comment below!

Case Study: Red Fang “Whales and Leeches”

Red Fang

Goals

As a big priority for Relapse Records, our goal with Red Fang’s third album, Whales and Leeches, was to create an engaging digital marketing campaign that exposed the band’s music to new fans while giving their existing fan base the high quality interactions they were used to.

Tactics

Given the band’s charismatic and fun nature, optimizing Red Fang’s social media was key. We provided social post guidance that maximized our other marketing endeavors and organized a Reddit AMA to get fans excited and engaged about the album. We also designed multiple iterations of a Red Fang splash page with an embedded YouTube video, pre-order information for multiple retailers, tour dates and our Red Fang game link.

Speaking of, we highlighted the band’s penchant for fun, beer-chugging antics with an interactive online game, created by developers Eyes & Ears. The game challenged fans to digitally chug beers to the tune of Red Fang’s music, progressively unlocking new tracks from Whales and Leeches. We included multiple links to pre-order the album in various formats, and required fans to connect their Twitter accounts to join the Leaderboard, further leveraging the social aspect. The highest scorer won a Red Fang Prize pack.

Using the loyalty platform Tunespeak, we ran a ticket/prize pack giveaway for both legs of Red Fang’s North American tour from October through December. The contest encouraged fans to listen to, watch and share content for points to win the prize for each city. We also set up a SoundCloud guitar solo contest for fans to upload their original solos for the song “Blood Like Cream” to a group created for the contest. We received social support from SoundCloud on their blog, Facebook and Twitter, and the winner took home a gigantic prize pack including a custom guitar pedal from guitarist David Sullivan.

On the video side, we coordinated the filming of three videos at YouTube’s Next Labs space: an interview for Metal Injection, whose channel is part of our Multi-Channel Network (MCN), a track-by-track album commentary for Relapse’s YouTube channel, as well as a play-through video which premiered on Gear Gods. Additionally, we secured VEVO playlisting and coordinated a Rolling Stone exclusive premiere for the “Blood Like Cream” video.

Last, we ran an extensive and successful ad campaign including Facebook, Adwords, pre-roll and banner ads. We built a remarketing group through the splash page to better target our ads, and placements included Rolling Stone, AV Club, TimeOut, Loudwire and more.

Results

  • Facebook Page Likes increased by 30.2% and Twitter followers increased by 18.8%
  • Beer-chugging interactive game attracted 16,295 unique visitors and 41,802 pageviews in one month, with an average visit duration of 2:07 minutes (NB: typical average page visit < 1 minute)
  • The Tunespeak giveaway generated 41.9% share-to-action participation, with 56% of full songs played and 69% of full videos viewed
  • 75 entrants submitted their original recordings for the SoundCloud guitar solo contest, which is impressive given the specific and highly-involved task at hand
  • Whales and Leeches debuted at #67 on the Billboard Top 200, #12 Independent Albums, #9 Hard Rock Albums and #21 Tastemaker Albums

The Orchard Chart Toppers: March

The Orchard Chart Toppers

Spring is finally rearing its pretty face, and that’s just how we like to celebrate the top charting artists and films of the month. Tycho had a killer first week with his album Awake, even showing up in iTunes charts as a pre-order, and Withered Hand took over the UK charts with New Gods. The movie “Why We Ride,” about the passion of motorcycles riders and the “soul of their machines,” settled nicely into iTunes’ Sports and Documentaries charts around the world, and we continued to have a great presence in Russia, Turkey and Brazil. Rock on!

WEEK ENDING March 30, 2014

Billboard Top 200 Albums
#105 — Tycho: Awake [Ghostly International]
#165 — Asia: Gravitas [Frontiers Records]

Billboard Current Albums
#98 — Tycho: Awake [Ghostly International]
#137 — Asia: Gravitas [Frontiers Records]

Billboard Digital Albums
#10 — Tycho: Awake [Ghostly International]

Billboard Independent Albums
#24 — Tycho: Awake [Ghostly International]

Billboard Heatseeker Albums
#50 — The White Boys: The White Boys [Shoot To Kill]

Billboard Dance / Electronic Albums
#5 — Tycho: Awake [Ghostly International]

Italy Top Albums
#16 — Elisa: L’anima vola [Sugar Music]

Portugal Top 30 Albums
#11 — Tony Carreira: 25 Anos [Farol Musica]

Spain Top 20 Albums
#20 — Txarango: Som Riu [Discmedi]

iTunes Top 200 Albums
#90 — Tycho: Awake [Ghostly International]

iTunes Electronic Albums
#2 — Tycho: Awake [Ghostly International]
#7 — The Glitch Mob: Love Death Immortality [Glass Air / Shoot To Kill]
#12 — The Glitch Mob: Drink The Sea [Glass Air / Shoot To Kill]

iTunes Italy Top Albums
#12 — Elisa: L’anima vola [Sugar Music]

iTunes Spain Top Albums
#11 — Txarango: Som Riu [Discmedi]

iTunes Portugal Top Albums
#8 — Various Artists: Winter Jam [Vidisco]
#9 — Various Artists: Anual 2014 Mix [Vidisco]
#11 — Various Artists: Dança Koduro 10 [Vidisco]

iTunes Russia Top Albums
#19 — Okean Elzy: Избранное [Nikitin]

iTunes Poland Top Albums
#2 — Artur Rojek: Składam się z ciągłych powtórzeń [Kayax]

iTunes Brazil Top Albums
#7 — Jorge e Mateus: Live in London – At Royal Albert Hall [Som Livre/Globo]
#15 — Luan Santana: O Nosso Tempo é Hoje (Ao Vivo) [Som Livre/Globo]

iTunes Turkey Top Albums
#5 — Gökhan Türkmen: En Baştan [Adim Muzik]
#14 — Çeşitli Sanatçılar: Bir Eksiğiz: Ahmet Kaya [Gam Production]

iTunes Sports Movies US
#19 — Why We Ride [Gnarlynow Ent & Walking West Ent]

iTunes Documentaries CA
#17 — Why We Ride [Gnarlynow Ent & Walking West Ent]

iTunes Sports Movies CA
#6 — Why We Ride [Gnarlynow Ent & Walking West Ent]
#8 — Into The Mind [Sherpas Cinema]
#20 — Making Your Mark: The Snowboard Life of Mark McMorris [Manifesto Sport Management]

iTunes Documentaries UK
#15 — Exposure Vol. 1 [Chuck Fryberger Films]
#19 — Why We Ride [Gnarlynow Ent & Walking West Ent]

iTunes Sports Movies UK
#7 — Exposure Vol. 1 [Chuck Fryberger Films]
#10 — Why We Ride [Gnarlynow Ent & Walking West Ent]

… Continue Reading

About The Orchard

The Orchard is a pioneering music, video and film distribution company and top-ranked Multi Channel Network operating in more than 25 global markets. Founded in 1997, we empower businesses and creators in the entertainment industry.

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