What do you do working on a music streaming platform? A glimpse into the digital music industry｜KKBOX
Preface
I quite like listening to speeches. I attended them beforeYourator New Bistro: BD and Marketers’ Experience DiscussionDuring the speech, the keynote speaker was Elaine, Southeast Asia BD and Marketing Manager of KKBOX.
The audience at the scene were all general managers, chairman of the board, or people of a certain class. The questions they asked at that time were very difficult in the industry and sounded very difficult to me, which shocked me XD
So, being a coward at that time, of course I didn’t dare to ask any questions about the student level, so I quickly left the table. But because I am very interested in the OTT industry, I have always wanted to have the opportunity to ask Elaine about her career path on the spot again, so I recommended Elaine to the classmate who was in charge of speeches to come to the school to speak, and I was very lucky to have her come. Tell us about the trends in music streaming platforms, it’s a rewarding experience!
(So I think if anyone secretly wants to communicate more with the speaker in the future, they might as well make use of such resources~~)
SpeechAgenda
This speech Agenda is divided into the following four parts
1.Music work sharing
2.What is KKBOX doing?
3. Trends in the music industry
4.Career choice
Music work sharing
This will be similar to what I heard at Xinchuang Bistro at that time. It focuses on work experience in Southeast Asia. I think it is good to understand some work insights first and strengthen the abilities of these parts before entering the workplace. ~ :)
1. Increase brand awareness and number of users through partnership cooperation
How to create more sales scenarios, create brand and music connections, create content and audiences
Elaine also provides us with a method to control time in partner management, throughMarketing resourcesandcreate trafficThese two dimensions identify the customers who need the most time to consolidate, make sustainable proposals and create revenue for both parties.
2. Localized marketing projects
How to combine local flavor, content interaction, and temptation. These three actions will make your marketing project acceptable to the locals.
At that time, Elaine gave an interesting example. She said that Singaporeans love money very much XD, so they use the "1 yuan KKBOX plan" to attract them to KKBOX. Sometimes people think that the free one is not attractive, but instead 1 yuan Yuan's plan will make people feel like they have picked up the product - after attracting follow-up, they will continue to use A/B testing to increase user retention rate and find the most suitable way to continue precise marketing.
3. Create new local IP content - enhance content and media influence
How to find Sweet Spot and direct it to KKBOX? Because KKBOX is not well-known in Southeast Asia, how to improve the influence of content and media will be a big issue.
Elaine gave two examples to illustrate their approach at that time:
1. Find Chinese-language charts that are rarely listened to >> Increase exposure through music chart entertainment programs (charts + interviews + performances).
2. Use content to exchange local media resources>>increase exposure platform: yahoo twitter...etc. to promote a win-win situation.
What is KKBOX doing?
It will be divided into four main steps: Data>User Journey>Program>Loyalty
How to create data to record signals, then find life cycle records through user groups, use this data to design products and launch new solutions, and finally conduct precise communication to increase customer lifetime value.
For example: User grouping (understand them)
KKBOX needs to observe various people and find out what they have in common>> in order to define others
and then launchAstrology in KKBOXThis campaign.
Find out their positioning, and then position their Demo Graphic. For example, KKBOX established Longhumen after observing that many people like hiphop, which increases users' favor and loyalty to KKBOX.
Music streaming industry trends
Elaine mentioned that the music streaming industry trends she has observed are as follows:
⭐️The online streaming market continues to grow
⭐️Every company competes for users’ time (Podcasts, music media, audio and video content)
⭐️The world of focus is coming
⭐️The era of multiple devices + 5G is coming, music acquisition is more convenient and faster (cross-platform use is seamless)
career development
This part is really my personal favorite~~ ❤️ 💛 💚 💙
Since Elaine was also born in the School of Management, she shared with us how students in the School of Management can find out the career path they want to take in the future.
It also introduces ikigai to make us think about how to find the true meaning of life in our future work.
Four major classification-oriented work types are used: Data Revenue or Brand Asset/ Build up new biz opportunity/Esta
blish & Maintain Product and service/Strategy & Supporting, through which we can see whether our personality is suitable for positions such as marketing, BD, or PM.
Elaine also explained to us through a picture that using Passion (Data>>People) and Skill (Business>>Creative) as dimensions, you can see what kind of personality you have and which teams you may be more suitable for in the future.
For example: If you prefer Data for Passion and Business for Skill, you may fall into the Data Insight Team!
I think it’s quite cool and useful. Through pictures like this, we can understand which positions our personality is suitable for, and there are also a variety of career development options to choose from!
Experience
Great harvest! No kidding hahaha! I like it so much~ ❤️
If a friend wants to find a powerful lecturer, I highly recommend Elaine~ The content she talks is simple and concise and hits the key points!
At that time, it was the first time I paid to listen to a speech at the Bistro. Most of them focused on work experience in Southeast Asia. I couldn't connect with myself. But this time Elaine went to the school to give a speech. What she said later focused on how students can build themselves. career development, I personally think it’s worth hearing this speech for free!
Let me share with you two questions that I asked Elaine later. The original intention of asking these two questions was mainly to understand what experiences she had used to get to the position of KKBOX Marketing Manager.Although the process cannot be copied, I think there are still threads that can be followed.
Q1: I have worked as an intern at Citi before, as a PM, and in the Taiwan market at KKBOX. What special experiences do you think will be helpful for you to do BD in Southeast Asia?
Elaine said that at that time, she mainly loved doing things that were not part of her job. Her characteristics were more goal-oriented and marketing-oriented! For example, I do brainstorming workshops for locals, probably because of my ability to be seen externally.
Q2: Classmate Yan Yan asked what a marketing manager’s day’s work would be like. What I want to ask is that when you first get a full-time job, the things you may do may be relatively trivial. Does KKBOX provide any opportunities or culture that allows you to directly own one? Project, let senior management see their ability to coordinate?
Elaine said: Of course, it is impossible to talk about strategy when you first enter. You should do the basics and what you do in marketing routines well, so that you can understand what the entire marketing is doing. People with more proactive traits will be more popular. For example, there was an intern in the past who would take the initiative to propose what to do or put forward his own ideas at meetings. This would be easier to see!
Above, I summarized Elaine’s explanation and my own thoughts are that if you want to make progress in your career in the future,You need to be a person with high initiative and the courage to express your ideas.
I think if you don’t talk about your thoughts, no one will know what you are thinking XD Are you trying to make people look down on you?
If you say it and do it, at least it will be seen! !
I hope that I can become a proactive and brave person in the future:)
This is my first time writing a speech. If you like this topic, I can share it more in the future😄
