CASE STUDY - TAG • Strategic

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Know what we know
WHO WE ARE
TAG Strategic is a digital entertainment consulting firm providing expert
strategy, market intelligence, product ideation, business modeling and
business development services to multinational companies and select
emerging businesses.
TAG accelerates business development for its clients and delivers market
leadership and sustainable, defensible advantage in the dynamic and
rapidly evolving global marketplace.
WHAT WE DO
We excel at getting entertainment and technology startups to the next level
and helping major multinational corporations re-examine their strategy and
launch next generation services.
We serve the entire company lifecycle, including…
Product
Ideation and
Funding
Strategy
and
Planning
Content
Licensing
Strategic
Partners
Acquisition
HOW WE DO IT
CEO-level
relationships
Expertise with
deal terms and
negotiations
Deep resource of
potential clients
and partners
MUSIC, FILM, TV,
TECHNOLOGY,
GAMES
Cross-platform:
online, mobile,
software, devices
Industry
influence and
thought leadership
Experience-driven
competitive
analysis
YOUR IDEAS COME TO LIFE
Whether the objective is legal and rights frameworks, proven
go-to-market strategies, online and mobile marketing, artist
development, emerging competitive innovations, or industry
best practices , the team at TAG carves the most direct path
from idea to reality.
CASE STUDY: COCA-COLA
The Coca-Cola Company has a long history with creating iconic songs for their
commercials and in recent years has worked directly with popular artists to
release pop music versions of their jingles. This was new territory for them, and
they wanted to have a deeper understanding of where the revenue opportunities
and financial obligations were for these new songs, particularly within digital and
mobile arenas.
TAG:
• Conducted an in-depth audit of Coca-Cola’s music publishing assets and the internal
operations and external partners they used to manage them.
• Created financial models for various uses of the songs, for example download sales,
internet radio streaming, online video streaming, album sales, ringtones, etc.
• Recommended deal terms for Coca-Cola’s contracts with artists creating works for the
brand.
• Identified areas for improvement and a specific path forward which would increase CocaCola’s control over their works and the revenues received from them.
CASE STUDY: VERIZON
Verizon was launching a new type of cordless phone integrated into a touchscreen
media hub device, an appliance that would be optimized for use with its FIOS
broadband service. Capitalizing on the ultra-highspeed broadband capabilities of
FIOS, the FIOS Fone was developed to take the traditional kitchen phone far
beyond voice calls and into the connected home.
TAG:
• Provided a go-to-market and long term entertainment/media strategy, delivering
recommendations for content, services, packaging, pricing, and marketing strategy.
• Determined strategy and positioning for music in the FIOS Fone that aligned with Verizon’s
music strategy across its various distribution platforms.
• Researched the target user for the FIOS Fone
• Conducted a competitive analysis of all similar internet-connected devices and identified
areas where Verizon could gain advantages in the marketplace.
• Identified and connected client with potential strategic partners to provide music and
entertainment services/utilities that would resonate with users.
CASE STUDY: HELLO MUSIC
Hello Music sought to launch a marketplace for artist services where independent
musicians could be heard and given opportunities for career advancement that
couldn’t be accomplished on their own.
TAG provided:
• Identified anchor service partners for Hello Music’s launch and led introductions and
negotiations with each. Partners included Yahoo! Music, Slacker, Tunecore, Topspin
LyricFind and more.
• Launched Hello Music to the music industry at Midem 2010. Impacted with strategic onsite meetings, a co-hosted party with Topspin and Hypebot, and a launch dinner with
current and potential partners.
• Sourced PR company and General Manager
“TAG Strategic has been an invaluable resource for us.
They are a true outsourcing partner for opening important doors and driving growth and awareness.
They helped us to plan the right moves and meet our business objectives.”
-Zack Zalon, Managing Partner, Hello Music
CASE STUDY: STREAMJAM
StreamJam developed a light, web-based application that presents live, online
broadcasts in a virtual venue with viewers represented as avatars. The avatars
can change appearance, dance, chat with other avatars, and purchase virtual
goods.
TAG provided:
• Meetings with major labels and artist managers about creating events and fan clubs at
launch
• Presented StreamJam to advertising and marketing agencies for sponsorship
opportunities
• Connections to major online music sites for integration to their existing live broadcasts
“Any new startup in the music space faces the daunting task of forming relationships and
getting an audience with key industry organizations and individuals. Working with TAG is the
most efficient and cost effective way I've encountered to succeed at this critical step.”
- Sibley Verbeck, Founder, StreamJam
CASE STUDY: UK TRADE & INVESTMENT
UKTI’s mission is to connect and encourage commerce between UK companies
and the rest of the world. TAG worked with its entertainment division to craft an
event at SXSW that would bring together US and UK digital entertainment
companies and foster real business development opportunities.
TAG provided:
• Produced day-long [email protected] event during SXSW Interactive
• Featured two programmed networking sessions, keynotes from CEA and Martin Atkins
(Public Image Limited, author), and panels featuring leading executives from the digital
media industry
“TAG brought a creative, professional and customer-focused
approach to the project. They ensured that both UK Trade &
Investment as their client and the UK music and digital sectors as
our target audience were both very well served.”
-Philippa McEvoy, Strategy Manager, Music UK Trade & Investment
“The UKTI event at SXSW offered
great information and wonderful
networking opportunities. Well
done, TAG Strategic! Thank you.”
-Michelle Margherita, Lojinx, Label
Manager
CASE STUDY: EMBLAZE
Emblaze Mobile is a leading technology design house in the EMEA region
specializing in development software, custom handset manufacturing and
providing infrastructure for mobile media delivery. Their current priority
undertaking is the Monolith Project, a next generation mobile device with
usability at the heart of the content experience.
TAG provided:
• Analyzed licensing options for Monolith; sourced white label partner, led negotiations
• Deep dive on proposed features of handset and how to optimize them for entertainment
• General evaluation of proposed service; advised on strategies to outperform competitors
“When we first started, we didn't have a clue where to begin. You helped us
tremendously to understand the business, understand our options and equipped us with
the right tools that helped us to pick the right music store provider. We couldn't have
done this without you..”
-Moshe Reifman, Director of Business Development, Emblaze
WHAT CLIENTS HAVE SAID
"Working with the TAG team has been nothing short of
amazing. The depth of their digital music industry
contacts, and the doors they have opened for our
management team and the deals they have procured in
just a few short months have been superlative.”
-Jon Christopher Biondo, Esq. for Masterbeat
“Without TAG's broad, practical knowledge about
the digital music industry and dedication to our
cause, we would not be able to set the proper
strategy and meet our objectives."
-Greg Golebiewski, CEO, Buymyplaylist.com
“TAG Strategic played an instrumental role in
opening up our European efforts for Clikthrough.
Their strategic relationships and vision for our
product helped us gain ground in an incredible
new market.”
-Abe McCallum, Founder & CEO, Clikthrough
“TAG’s insight and strategic thinking has been a
valuable asset to MediaNet’s new product rollout. We would recommend TAG to others who
are looking to expand and grow their business.”
-Ann Garrett, International Public Relations
Consultant, MediaNet
INDUSTRY INFLUENCE
TAG is a recognized and respected thought leader within the digital entertainment
industry and crafts programming for leading digital conferences.
Chairman, MidemNet
Digital Advisor
Co-Chair;
Deliver “State of the Union” keynote
Digital Advisor
Board; TAG-led sessions
INDUSTRY INFLUENCE
TAG STRATEGIC SALON SERIES
TAG crafts a series of salons for digital entertainment senior executives to meet,
socialize and converse about issues critical to the industry. Attendees are hand
selected and limited to 40 per event. TAG has hosted salons in Los Angeles, New
York, London and Berlin.
“TAG Strategic brings the right delegates with the
right topics at the right time to the same table. The
TAG-hosted event revealed a lot of potential for
further discussions, cooperation & getting the music
industry to move on.”
-Melanie Sarah Etzold, Project Manager,
FOX Mobile Distribution
“...was fun yesterday as always! Good
to get the debate going.”
-Pasa Mustapha, Head of Digital Studios
International, Endemol
“Fantastic debate on Monday!
Excellent moderation.”
-Garry McGarry, CEO, JumpWire Media
TAG TEAM
Ted Cohen, Managing Partner
• SVP of Digital Development &
Distribution, EMI
• Managing Partner, Consulting Adults
• EVP Digital Music Network
• VP Music, Philips Media
• Artist Development, Warner Music
Corey Denis, VP Digital Marketing
& Social Media
•
•
•
•
•
Founder, Not Shocking
VP Marketing, reapandsow
Dir Marketing, Rumblefish
Marketing Manager, IODA
Director Online Marketing, What Are? Records
Karen Allen, VP Client Services
• GM Americas, Mobile Entertainment Forum
• Internet Evangelist, RIAA
• Director of Content Acquisition, N2K/Rocktropolis.com
• Artist Manager, Firstars Artist Management
Dick Wingate, GM East Coast Business
Development
•President, Media Development & Chief Content Officer,
Nellymoser Inc.
•SVP Content Development, Liquid Audio
•President, Content & Programming, Digital Transaction
Machines
•SVP, Marketing, Arista Records (BMG)
•SVP, A&R PolyGram Records
HOW CAN WE HELP YOU?
Contact TAG to discuss how we can help
you meet your objectives and grow your business.
Karen Allen, VP Client Services
[email protected]
www.tagstrategic.com
Twitter: @tagstrategic
Facebook: facebook.com/tagstrategic

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