Conceptualization, branding, and visibility: marketing information expertise Case: Personal music trainer in Library 10

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1 Conceptualization, branding, and visibility: marketing information expertise Case: Personal music trainer in Library 10 Pekka Turunen, librarian, Library 10, Helsinki city library

2 PERSONAL MUSIC TRAINER Library 10 is a branch specialized in music In March 2012 Library 10 launched a new music information service concept for the customers of Helsinki metropolitan area libraries 2

3 PERSONAL MUSIC TRAINER Slogan: Everything you ve always wanted to know about black metal, but have not dared to ask Librarian and the customer together create a personal listening plan in person or by The listening plan is tailored to meet the needs and interests of the customer 3

4 PERSONAL MUSIC TRAINER IN PRACTISE 1. The customer contacts the library (I m interested in funk music.) 2. A librarian with suitable expertise conducts a short interview with the customer and selects material (gathering recordings, books, DVD s and sheet music on funk) 3. The librarian contacts the customer and presents the material with background information. Some customers are satisfied with borrowing the material, some prefer the librarian to present it as well. (Listening to funk!) 4. Long term training programmes are formed in an interactive customer relationship. (I d like to know more about African funk.) 4

5 PERSONAL MUSIC TRAINER Collection of cd s and professional staff provide the backbone for the service concept 5

6 PERSONAL TRAINING SESSION Discussing and enjoying the selected material in the library listening room. 6

7 AN EXAMPLE SESSION: HIP HOP Before hip hop: Soul and disco (James Brown, Chic etc.) ( ) The first rap hit: Sugarhill Gang Rapper s Delight (1980) Time to get serious: Grandmaster Flash Message (1982) Into the mainstream: Run D.M.C. Raising Hell (1986) Early gangsta rap: Boogie Down Productions, N.W.A. ( ) Early New York scene, the golden age : Public Enemy, Erik B & Rakim, Queen Latifah, etc. ( ) 7

8 AN EXAMPLE SESSION: HIP HOP Mainstream hip hop of 90s and 00s, fragmented into three major movements West side Laid back funk influenced sound, lyrics about gang life Dirty south Party style East side Darker sound, more sophisticated rapping style And elsewhere: British hip hop & grime: faster, more complicated, influenced by reggae, jungle, house Fugees (hip hop/reggae), Roots (a full band instead of sampling), Beastie Boys (white guys), Fly girls! compilation (women in hip hop since the 70s), Madlib & DJ Shadow (instrumental hip hop) 8

9 EXAMPLES OF CUSTOMER REQUESTS: Help me to enjoy classical music! I d like to learn more about jazz and blues. Where should I begin? I work as a DJ and I d like to know more about danceable funk music. I m into North-African folk music. Could you recommend a selection of cd s? Sometimes the customers aren t very specific, which is fine: Could you recommend something easily accessible, yet well played and not too simple? Beyond the limit: Please teach me to sing 9

10 VISUALIZING THE CONCEPT An effort to make our music expertise more visible and visual! 10

12 PROMOTING A NEW LIBRARY SERVICE Promoting the service concept: 1.Media coverage (radio, internet, newspapers) 2.Visibility on the library s web pages and Facebook 3.Visibility in physical library space 4.Satisfied customers: Word of mouth 12

13 PERSONAL MUSIC TRAINER AS A MARKETING TOOL With personal music trainer, we 1. made our expertise more visible to our customers, to the media (gaining visibility for the whole city library), and to the funders 2. made our expertise more accessible to the customers by conseptualizing and repackaging it 3. made our expertise more attractive by creating a brand with an identity, a slogan and a visual look 13

14 PERSONAL TRAINER OF MUSIC Thank you for listening! Questions, please! 14

Hip-hop began during the 1970s in New York City. As a surprise to most, it began

Octavio Herrera POM 193 December 11, 2013 The History of Hip-Hop and Spectral Analysis Hip-hop began during the 1970s in New York City. As a surprise to most, it began without the use of words. It was