19/04/2007 Digital Marketing Headlines AIM's Music Connected Day

Now a key event in the digital music calendar, Music Connected - AIM's digital day which has run biannually since 2003 - attracted a very large attendance at The Camden Centre in London for the April event which focused on digital marketing.


When this event began the issue for labels was how to get their music online, via digital retailers. Things have moved on: the issue now is not just getting online sales but maximising them by standing out from the millions of tracks and labels on the many digital services.

This Music Connected event put the emphasis on educating labels as well as providing valuable networking opportunities. A morning of short introductions from digital companies and a fabulous Caribbean lunch preceded:

· a market research presentation from Jupiter Research, sharing essential information about the state of the digital market

· Two lively panel sessions exploring techniques for maximising digital sales and generating hype online

· Case study presentations of successful digital marketing campaigns from AIM member labels XL Recordings and Ninja Tune. Both labels have been nominated for BT Digital Music awards for their digital marketing; their presentations on the 'ideal no-frills campaign' provided innovative and insightful ideas.

Attendees also heard the first plans for new global music new media licensing agency Merlin. CEO Charles Caldas' keynote detailed his vision for the organisation and proudly announced the roll out of Merlin's first deal with Snocap, allowing independent labels all around the world to sell their music to fans through MySpace.

As always, digital music companies hosted stands in the main hall, where attendees could meet with key players including Nokia Music Services, iTunes, VidZone Digital Media, Video-C and IODA.

In just a week over 40 companies have reported completed or in-the-pipeline deals as a direct result of Music Connected - a figure which emphasises the significance of this event to the digital strategies of independent music companies.

Members can view presentations, videos of speakers and other resources from the day in the AIM Digital section of www.musicindie.com.






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