The BPI, the record labels’ organisation which promotes British music, are delighted to announce its latest series of free training masterclasses for its members from March through to the end of May.
Commencing on March 29th, the sessions will cover a broad range of marketing, digital and social media related subjects.
BPI’s Director of Independent Member Services & International, Chris Tams comments:
“The BPI organises free training events every year for its members, alongside our many other complimentary talks and events. These sessions are very popular and help to provide valuable marketing insights and other promotional advice, which we hope offer lots of practical benefits to all our members.”
The BPI is delighted to announce the next series of free training events available to BPI members. The events will offer insight into a range of digital skills from streaming marketing to YouTube to advertising.
These training events will begin in March and run through to the end of May.
The specific details and timings are listed below – and any member wishing to attend should log in to the Member’s area of the BPI website here.
March 29 - Streaming Marketing & Campaign Surgery
April 5 - Future Trends & Advanced Advertising
April 11 - Direct to Consumer Marketing & Data and Insights
April 26 - Facebook, Instagram, Twitter & Messaging Apps
May 3 - YouTube & Video Beyond YouTube
May 10 - Streaming Marketing & Campaign Surgery
May 16 - Advertising Masterclass
May 24 - YouTube Masterclass
Training Courses Facebook, Twitter, Instagram
Social media rapidly have become our central method of communicating with our fans, yet with so many constantly-changing platforms it’s often unclear how best to be present online. Get the best techniques for optimising your profiles and posts, and creating a fan ecosystem with your social media and campaigns.
YouTube
Make the most of your presence on the leading source of digital discovery. From building your channels to improving your videos, creating playlists to cross marketing, give your fans the best experience possible with your YouTube presence.
Messaging Apps
To effectively talk to your fans, you need to be speaking their digital language. Beyond WhatsApp and Facebook Messenger, apps from Hong Kong to Stockholm to Silicon Valley are offering fans specialised avenues of communications. Discover the unique ways in which the best apps from the east and west are being used, how you can adopt various creative strategies using these apps, and how apps are likely to evolve in the future.
Data and Insights
Data is the fuel that powers the digital world. From sales and streaming to social media insights, understand what types of data each service collects on your fanbase and how you can best interpret its meaning. Learn best practices for cross-platform data management, and how metadata advancements, transparency and data protection have been changing the industry.
Direct to Consumer
As streaming revenues grow and unit sales decline across the industry, the business model for musicians is shifting. Learn how to identify the members of your fanbase willing to spend more than 9.99/month, and how to create high value content for your superfans without racking up costs. Develop your d2c offering with the best strategies in email, mobile, and other direct marketing platforms.
Future Trends
Future Trends is all about emerging opportunities. Whether it’s a new type of content that everyone can make with their phones—such as panorama/360 photos that look amazing on Facebook—or new ways we’re seeing fans and artists interact with each other—such as crowdsourcing content, funds and data—this module covers the best tools that we’ve tested and the biggest shifts across the industry. We shed light on the growing topic of transparency and explain the varied rising technologies, such as blockchain, that may enable a better future of music. We also provide insights on how artists can work with VR and emerging media without breaking the bank.
Video beyond YouTube
Video Beyond YouTube digs into the concept of going where your audience spends their time.
As the rising digital generation uses platforms like Twitch to replace TV, and as YouTube payouts continue to drop off, it’s increasingly crucial have a compelling presence on a wide variety of platforms in order to capture maximum revenues and most-effectively reach your highest-value fans.
Streaming Marketing
Focus is on Spotify, and the in-platform and out-of-platform techniques to drive streams, working directly with Spotify and otherwise. We’ll tell you the playlists that matter most and how to get on them, and also identify and cover the most important in-platform conversions that will help you grow and secure your market share.
Advanced Advertising
The focus is on finding your audience and retargeting them the best possible ways again and again. Combine this highly-effective marketing with some of the creative concepts we’ll cover—catering toward the fans that are most likely to share and spread artist content—and you should see cost efficiency for campaigns go through the roof.
Campaign Surgery
We look at selected campaigns from start to finish. Everything from developing the creative aspects of the campaigns to audience targeting strategies. From low and mid budget up to high budget campaigns, we don’t just focus on what was perfect about campaigns; we also point out tactical errors to help you think of what could have done better and gone further. Covers new releases, reactivating back catalogue, and launching a new artist.
YouTube Masterclass: (3 hours)
We will focus on how to optimise your channel and advise on what tools you should be using to make to get the most out of the platform. We will also cover how monetisation works on the platform through the partner program and what you can learn from the top influencers in the world to create a sustainable plan and drive viewership. Included in this session is a practical session where we will build an optimised channel from scratch and upload optimised videos including in-video programming.
Advertising Masterclass: (3 hours)
As Facebook reduces your organic reach, Twitter gets inundated with everyone sharing their two cents and online placements become the new billboards – online advertising is key. We will cover the different types of adverts available, when to use what, and how to target your audience. This will cover Facebook, Twitter and Google Adwords as well as an in-depth look at retargeting and mobile advertising and Facebook Power Editor. We will also walk attendees through setting up an ad on Google, Facebook and Twitter in a practical session.
