The monumental launch on January 21 was anything but, poor publicity, marketing and preparation. It looks like the Beats Music Service (Daisy) is off to a bumpy start. I was very surprised that Beats had little to no press up to the launch of Daisy. I myself signed up for the free 7-day trial service and thought it was just like any other music streaming service, which uses algorithms. The Beats music service is just a glorified streaming service, which is more aesthetically appealing. This was the service that was supposed to revolutionize the music industry. There was very little detail about the service pre-launch and very little press during and after the initial launch. One would think that the service that would change the music industry forever would be marketed like Napster, which took hold of the industry. Napster, as well as founder Shawn Fanning, was highly publicized.
In my opinion, Beats was unprepared for their launch due to poor marketing and publicity. This was their chance to change the streaming world and they failed to connect with their consumers. If you are doing the same old thing, choose an outlet that will gain you publicity. If it were my company I would team up with MTV and make a big splash! I would use every publication available to get my service noticed. All you would see is my company’s face on every cover in the newsstand. I didn’t see Beats or Ian Rogers on a single media outlet. They should have made use of their top celebrity management, like Dr. Dre, Jimmy Iovine and Trent Reznor, not to be cliché, but it’s the same old song and dance.
Daniel Ek, the founder of Spotify, basically said that Beats is selling celebrities, not a service. It doesn’t seem that Beats has a product to keep them afloat in the sea of streaming services. I don’t believe the technical problems; I think it’s a publicity stunt to give the consumers and extra 7 days of free service. By extending the length of free service Beats feels that they will have the competitive edge to gain some of the market share. If this isn’t the case, then shame on them for the poor preparations. It tells me, from a management stance, that this division of the Beats company is in very poor shape. It’s hard to compete when your competitor offers they same service for free.
Due to technical difficulties, aka “publicity stunt,” Beats Music has extended their free 7-day trial for an additional 7-days. After the initial free trial, consumers can choose to pay $9.99 a month to extend their subscription. AT&T customers can pay $10 for three devices. The plan can be bumped up for a family of five with up to 10 devices for $15 a month.
I feel that Ian Rogers is misguided and very confused in his thoughts and in his quote that he posted on Twitter. You be the judge!
Ian Rogers Quote:
“It’s not free,” Rogers said. “It’s not ad-supported. The notion is it’s a premium music service, it’s a premium music experience. We know people are willing to pay for premium services. You have 100 million people in the U.S. paying for cable and satellite at an average of $1,000 a year. Getting a great music service for $100 a year is not steep at all for a serious music fan.”
People are giving streaming services away, consumers can get streaming services for free, as to cable, where consumers and cable providers see the value of the service. Technology has seemed to benefit the cable providers, because there is no way to steal cable anymore.