Billboard Cover Story: NARM, Billboard, and TAG Target TV Music Discovery in New White Paper, Billboard, and TAG Strategic Target TV Music Discovery in New White Paper Content based on Music Biz 2012 session ‘Music & TV: Enabling Discovery for the Connected Consumer’

May 18, 2012 –, the virtual home of music business association NARM’s digital initiatives, has teamed up with Billboard and TAG Strategic to produce the new white paper “What’s That Song?: Improving Music Discovery on Television,” co‐moderated by Bill Wilson, VP of Digital Strategy & Business Development for NARM and and Ted Cohen, Managing Partner, TAG Strategic. Written by Billboard Senior Editorial Analyst Glenn Peoples and based on the “Music & TV: Enabling Discovery for the Connected Consumer” session at NARM and’s Music Biz 2012, the paper details the opportunities and challenges presented by music discovery on television, and lays out several recommendations for how to improve monetization and engagement. The white paper is available today exclusively in Billboard magazine (dated May 26, 2012), and can be found on this Monday, May 21.

“Television is becoming more and more important to music discovery, and it was great to get together with all the best minds on the subject and talk things through in a substantive way,” said Bill Wilson, Vice President of Digital Strategy and Development at NARM and “We think this white paper will go a long way toward harnessing TV’s full potential as a music‐discovery resource and are excited to share it with the world.”

“Billboard is always working to lead the discussion around the ever‐changing music business. We’re pleased to work with top partners like NARM and TAG Strategic to provide the sorts of insights that will continue to help the music business learn and evolve,” said Bill Werde, Billboard’s Editorial Director.

Among the white paper’s many takeaways are:

* Viewers are eight times more likely to buy music at the moment of discovery than at a later time.
* Much discovery has moved from brick‐and‐mortar stores to digital media.
* Discovery can be as basic as text on a television screen while still being effective.
* The second screen, including mobile phones and tablet devices, has enormous, untapped
potential to offer rich, immersive music experiences.
* Connecting music discovery on television with music purchases and subscription services will improve monetization and engagement.
* Stakeholders all along the value chain must band together for metadata, hardware, applications, download stores, and subscription services to maximize music’s potential on television.

The “Music & TV: Enabling Discovery for the Connected Consumer” session, held Wednesday, May 9, included the following speakers:
* Russ Crupnick, The NPD Group
* Jay Friedman, Audible Magic
* Daryl Berg, Reveille/Shine America
* Brian McNelis, Lakeshore Entertainment
* Vickie Nauman, 7digital
* Barry Smith, West10
* Chris Woods, TuneSat

About (DMO) is the home for the digital initiatives of NARM, the National Association of Recording Merchandisers, the trade association for the business of music. NARM provides the central platform for the discussion of industry‐wide concerns and spearheading the implementation of initiatives to advance the business. While primarily focused on physical formats for much of its history, NARM has expanded its mission in the past ten years to include all facets of music commerce. This includes physical, digital, and mobile commerce partners as well as gaming, applications, and other emerging revenue models. DMO is governed under the by‐laws of NARM, by NARM President Jim Donio, the NARM Board Of Directors, and directly by Co‐chairs Christina Calio (Microsoft Entertainment), David Levin (Sony Music Entertainment) and Bill Wilson, NARM VP of Digital Strategy & Business Development. Topics and actions for each individual work groups are determined by the individual work group leaders.

About NARM
Established in 1958, NARM (National Association of Recording Merchandisers) is the trade association for the business of music, providing the central platform for the discussion of industry‐wide concerns, spearheading the implementation of initiatives to promote music commerce, and advocating for common interests. Members include companies and individuals from all aspects of music distribution, including physical, digital, and mobile outlets as well as gaming, applications, merchandise, video and more. NARM members have access to a variety of conferences, virtual seminars, networking opportunities, information and education resources. NARM is a nonprofit organization based in Marlton, New Jersey. Visit us at

About Billboard
Billboard is the world’s most influential music brand reaching key executives and tastemakers in and around the music business through Billboard magazine,, Billboard conferences, Billboard Bulletin, and other targeted newsletters; and millions of music fans through consumer events and awards shows, the mobile chart app, and social media extensions. The Billboard brand is built on its over 200 exclusive charts ‐ the measure of success of in music ‐ that are constantly updated to reflect the changing music landscape. Billboard charts and content are consumed and referenced by millions of people in more than 100 countries through a content syndication deal with global news network, The Associated Press, and strategic relationships with other major companies around the world. In addition to North America, Billboard operates businesses in Brazil, Greece, Japan, Korea and Russia. Billboard is owned by Prometheus Global Media, a diversified company with leading assets in the media and entertainment arenas, including: Music (Billboard and its related conferences, events, and awards shows such as The Billboard Music Awards on ABC, and The Billboard Latin Music Awards on Telemundo), Entertainment (The Hollywood Reporter, Backstage, ShowEast, Cineasia, and CineEurope); and Advertising & Marketing (Adweek, Adweek Conferences and The CLIO Awards).

About TAG Strategic
TAG Strategic is a digital entertainment consulting firm focused on leveraging our collective experience and expertise in building relationships, identifying market opportunities, growing brands and defining best practices for the entertainment, technology and mobile industries. We provide expert strategy, guidance, market intelligence, product ideation, business modeling and business development services to multinational companies and select emerging businesses. TAG delivers market leadership and sustainable, defensible advantage in the dynamic and rapidly evolving global marketplace.


Media Contacts:
Laurie Jakobsen, Jaybird Communications —, 646.484.6764
Nicole Hennessey, NARM —, 856.596.1803

Posted by Ted • Friday, May 18, 2012 .