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MARKETING PLAN:
TWENTY | ONE | PILOTS





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The @LAntic Team


James Hicks
Publicity
James.Hicks@atlanticrecords.com


Ian Stiernsward
A&R
Ian.Stiernsward@Wmg.com


Nick Bral
A&R
nicholas.bral@atlanticrecords.com


Auggie Mares
Licensing
Agustin.Mares@atlanticrecords.com


Erika Hall
Licensing
Erika.Hall@atlatincrecords.com


Kristin Somin
Radio Promotion
Kristin.Somin@atlanticrecords.com


Justine Chun
Radio Promotion
Justine.Chun@atlanticrecords.com


Krista Switzer
Radio Promotion
Krista.Switzer@atlanticrecords.com



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Table of Contents
1.0 Executive Summary ………………………………………………… 5
1.1 Overview ………………………………………………………….……….… 5
2.0 Tour & Marketing Timelines …………………………………………… 6
2.1 Tour Dates ……………………………………………………………… 6
2.2 Marketing Timeline …………………………………………………………… 7
3.0 Promotion ……………………………………………………………… 9
3.1 Radio Promotion ……………………………………………………………… 9
3.1.1 “Screen” ………………………………………………………… 9
3.1.2 Alternative Radio ……………………………………………… 9
3.1.3 Phoners ………………………………………………………… 10
3.1.4 National Stations ……………………………………………… 10
3.1.5 College Stations ……………………………………………… 11
3.2 Show/Performance Promotions ……………………………………………… 12
3.2.1 Pre-Show Meet and Greets ……………………………………… 12
3.2.2 Giveaways ……………………………………………………… 12
3.2.3 Other ……………………………………………………………… 12
3.3 Video Promotion ………………………………………………………… 12
3.3.1 Television & Online ……………………………………………… 12
3.3.2 Online Exposure ……………………………………………… 13
3.3.3 Online Giveaways & Contests …………………………………… 13
3.4 Online Giveaways/Contests
4.0 Publicity …………………………………………………………………… 13
4.1 Media Appearances & Placement …………………………………… 13
4.1.1 Television Stations ……………………………………………… 13

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4.1.2 Print & Online Placement …………………………………………… 13
4.2 Events ……………………………………………………………………… 14
5.0 Marketing & Advertising ……………………………………………… 19
5.1 Geographic/Demographic ……………………………………………… 19
5.2 Online Advertisement ……………………………………………………… 19
5.2.1 Websites …………………………………………………………… 19
5.2.2 Social Media ……………………………………………………… 20
5.3 Behavior/Lifestyle Analysis ……………………………………………… 22
6.0 Finance Strategies ……………………………………………………… 22
6.1 Sales ……………………………………………………………………… 22
6.1.1 Comparable Figures ……………………………………………… 22
6.2 Why Were These Chosen? ……………………………………………… 23
6.3 Challenges in Comparing Old Data ………………………………………… 23
6.4 Desired/Projected Sales ……………………………………………… 24
6.5 Why This Isn’t A Failure? ……………………………………………… 25
6.6 Tour Merchandise …………………………………………………………… 25
6.6.1 Merchandise Designs ……………………………………………… 26
6.7 Budget ……………………………………………………………………… 27
7.0 Artist Development ……………………………………………………… 29
7.1 Collaborations & Potential Shows ……………………………………………… 29
7.2 International Market ………………………………………………………… 30
8.0 Appendix ………………………………………………………………… 29
8.1 Social Media Usage …………………………………………………………… 31
8.2 Media Base …………………………………………………………………… 32
8.3 Merchandise ……………………………………………………………… 39

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1.0 EXECUTIVE SUMMARY
@LAntic Marketing Firm has put forth their efforts to develop a strategy for the purposes
of increasing revenue, marketability, and potential growth for Fueled by Ramen recording
group, twenty I one I pilots. @LAntic has researched and analyzed specific approaches that
would correlate with achieving goals reflective of twenty I one I pilots, Fueled by Ramen,
and Atlantic Records. We have developed our Marketing Plan that includes a Fall 2013
college tour, promotional campaigns, marketing and advertising devices, publicity
appearances, financial accounts, and future developments for twenty I one I pilots.
Our Fall 2013 touring tactic emphasizes the importance of our key demographic. We strive to
solidify a strong fan base so that these results will affect twenty I one I pilots in both future
album sales and tour numbers. With this as our primary goal, we have targeted college cities
that will help us in reaching our demographic targets by providing a safe environment for our
younger audience, as well as an effective avenue for attracting our older audience.
@LAntic Marketing Firm trusts that the promotional, marketing & advertising, and
publicity sectors of our proposed strategies are priority. The newly developed twenty I one I
pilots requires a push towards a strategy that engages them in selling and promoting a brand
name. It is through this focal point that we will inherently accomplish all goals put forth. We
have studied patterns of past successful artists and have finalized a plan for radio promotional
campaigns, video interactions, online giveaways, and pre-show meet and greets that will link
brand with consumers. We have determined potential marketability with specific goals and
have included critical media appearances that will drive twenty I one I pilots into a new
market level.
Once our strategy is implemented, we can project future album sales, merchandise sales,
and ticket revenue. This is the final phase of the marketing strategy and will allow us to
compare results with goals. We have also included future development for twenty I one I
pilots using ideas for possible collaborations and international plans.
@LAntic is confident in the Marketing Plan and the positive effects it will have for
twenty I one I pilots. Our mission is to share the artistry and music for these talented groups
by using our resources to help grow and maintain the artist’s necessities. It is for the love of
music that we have come together and will work hard to move forward.

1.1 OVERVIEW
Promote New Single: “Screen”
National College Tour: “Twenty One Nights with twenty I one I pilots”
September 13th - October 27
th

Goal: To reach a larger audience of young music-lovers, with hopes of converting them
into fan, which will create a stronger, more unified following.

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Primary Objectives: Promote the second single from their album Vessel - “Screen”,
Promote the band as they tour college towns nationwide during the Fall of 2013, Create a
stronger media presence in order to expand the current awareness of the group, as well as
fan base for the group, Expanding upon and unifying all major facets of their current
social media plan, Generate 3 major print and television placements in major
entertainment/media publications
Projected Results: Nomination for “Best New Artist” at the 2014 Grammy Awards,
“Vessel” certified GOLD by RIAA (currently sold 22k)
Campaign Dates: August 1, 2013- November 1, 2013
Target Market:
Demographics: Ages 14 – 24, both high school and college students, as well as
recent college graduates
2.0 TOUR & MARKETING TIMELINES
2.1 “TWENTY ONE NIGHTS WITH TWENTY |ONE | PILOTS”

21 nights with twenty I one I pilots

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FALL 2013 COLLEGE TOUR
SEPTEMBER
13 Boston, MA Paradise Rock Club
14 New Haven, CT Toad’s Place
15 Ithaca, NY The Haunt
20 New York City, NY Webster Hall
21 Pittsburgh, PA Mr. Small’s Funhouse
22 Philadelphia, PA The Trocadero Theatre
27 Raleigh, NC Reynolds Coliseum
28 Athens, GA 40 Watts Club
29 Austin, TX La Zona Rosa
OCTOBER
4 Phoenix, AZ Celebrity Theatre
5 Los Angeles, CA Hollywood House of Blues
6 Boulder, CO Balch Fieldhouse at C.U.-Boulder
11 Lawrence, KS The Bottleneck
12 Columbia, MO The Blue Note
13 Minneapolis, MN Skyway Theatre
18 Madison, WI High Noon Saloon
19 Ann Arbor, MI The Ark
20 Lafayette, IN Convos at Purdue University
25 Cincinnati, OH Cintas Center at Xavier University
26 Columbus, OH New Port Music Hall (Night 1)
27 Columbus, OH New Port Music Hall (Night 2)

2.2 MARKETING TIMELINE

1. Friday, August 2 in Chicago, IL - Lollapalooza
2. Monday, Wednesday 12-14 “Screen” video shoot in LA
3. Thursday, August 15 - Jimmy Kimmel Live Appearance
. Outdoor concert
4. Sunday, August 25 - MTV VMA’s 2013 - Brooklyn, NY - Barclay’s Arena
. Performance opportunities
5. Friday, September 13 - Boston, MA-Paradise Rock Club
. Boston College, BU & U Mass

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6. Saturday, September 14 -New Haven, CT- Toad’s Place
. Yale & UConn
7. Sunday, September 15- Ithaca, NY- The Haunt
. Cornell & Ithaca College
8. Tuesday, September 17- Station Visit WRRV- Middletown, NY
9. Wednesday, September 18- New York, NY - Fuse News Appearance
10. Friday, September 20 - NYC, New York- Webster Hall
. NYU & Columbia
11. Saturday, September 21 - Pittsburgh, PA - Mr. Small’s Funhouse
. Univ. of Pittsburgh & Robert Morris
12. Sunday, September 22 - Philadelphia, PA - The Trocadero Theatre
. Penn, Drexel, La Salle, Temple & St. Josephs
13. Thursday, September 26 - Charlotte, NC - WEND station visit
14. Friday, September 27 - Raleigh, NC- Reynolds Coliseum
. UNC & NC State
15. Saturday, September 28 - Charleston, SC - WAVF station visit
16. Saturday, September 28 - Athens, GA- 40 Watts Club
. Univ. of Georgia
17. Sunday, September 29 - Austin, TX - La Zona Rosa
. Univ. of Texas & St. Edwards
18. Tuesday, October 1 - Dallas, TX - KDGE station visit
19. Wednesday, October 2 - Tucson, AZ - KFMA station visit
20. Friday, October 4 - Phoenix, AZ- Celebrity Theater
. Univ. of Arizona
21. Saturday, October 5 - Los Angeles, CA - Hollywood House of Blues (video record this
show for Palladium channel)
. USC, Pepperdine & UCLA
22. Sunday, October 6 - Boulder, CO - Balch Fieldhouse @CU Boulder
. Univ. of Colorado
23. Tuesday, October 8 - Los Angeles, CA - Conan O’Brien Taping
24. Friday, October 11 - Lawrence, KS- The Bottleneck
. Univ. of Kansas
25. Saturday, October 12 - Columbia, MO - The Blue Note (playing there in april)
. Univ. of Missouri
26. Sunday, October 13 - Minneapolis/St. Paul, MN- Skyway Theatre
. Univ. of Minnesota
27. Tuesday, October 15- Appleton, WI - WWWX Station Visit
28. Wednesday, October 16- Milwaukee, WI- WLMM Station Visit
29. Friday, October 18 - Madison, WI- High Noon Saloon
. Univ. of Wisconsin

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30. Saturday, October 19 - Detroit, MI- CIMX Station Visit
31. Saturday, October 19 - Ann Arbor, MI- The Ark
. Univ. of Michigan
32. Sunday, October 20 - Lafayette, IN- Convos (Convocation Center @ Purdue)
. Purdue (Lafayette)
33. Monday, October 21- Indianapolis, IN- WRZX Station Visit
34. Friday, October 25 - Cincinnati, OH- Cintas Center @Xavier University
. Univ. of Cincinnati & Xavier
35. Saturday, October 26 -- Columbus, OH - Newport Music Hall - 2 Night Run
. Ohio State Univ.
36. Sunday, October 27 --Columbus, OH - Newport Music Hall - 2 Night Run
. Ohio State Univ.
37. Monday, October 28- Late Night with Carson Daly- Los Angeles, CA –
Interview about tour and what is next for twenty one pilots

3.0 PROMOTION

Promotion is one of the most important areas to focus on for a new artist. Promotion
connects the artist to current and potential clients such as radio stations and venues, as well
the most important group of supporters, the fans. Promotion must also be very versatile and
creative, which is why it is so important for an artist to have multiple forms of promotion.

For twenty I one I pilots, our team thinks it is key to get them as much exposure on the radio
as possible. The radio offers the opportunity for twenty I one I pilots to be heard by a wide
range of listeners. When stations decide to become a partner and play the new single
“Screen” they will benefit greatly with giveaways to listeners and fans, ultimately building a
strong and solid relationship between all parties involved.

3.1 RADIO PROMOTION

3.1.1 PROMOTE NEW SINGLE “SCREEN” - Release “Screen” as the new radio single
just before tour starts, allowing twenty I one I pilots to stop in and do station visits in each
city to talk on air about the new single and promote their tour. Promoting a new single
with their tour is strategically planned so that each city and station can build a partnership
with the artist. “Screen” specifically fits as the next single because it marketed as a “feel
good summertime radio hit”.

3.1.2 ALTERNATIVE RADIO - The best place to start pushing the new single from twenty I
one I pilots at radio would be in the Alternative format. Their first single off the album
“VESSEL” was “Holding on to You” and this track succeeded very well on Alternative

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and moving into contemporary Top 40 charts. In their home state of Ohio, the duo
already has a strong radio presence in both of these formats. The goals is that this will
continue to expand with the release of “Screen” and the start of their first college tour.

3.1.3 PHONERS Actual interaction between the duo and radio station personalities are
extremely important, thus “phoners” are crucial to this campaign. Tyler and Josh will
only have to take a few moments out of their day to call various stations to promote their
tour and newly released single. Our hope is that fans will love to listen and be even more
interested about the duo because they can actually hear the artist talk about their
excitement for the tour and their passion for their fans.

3.1.4 NATIONAL STATIONS:
Many of the stations that are listed below already play the current twenty I one I pilots
single, “Holding On To You” so we believe that stopping into this stations along the
tour for an interview or session would help promote the new single “Screen.” This
would further the relationship with these stations and Josh and Tyler will be able to
share with fans how they can purchase the single or album, promoting sales as well.
The station can also bring in 10-15 winners to watch their interview and performance,
furthering the fan experience. Some of the stations listed are not in the cities where
the exact show is, but they will be passed through when traveling to the next tour
venue, making these convenient stops for the duo.
WBOS- Boston
WMRQ- Hartford
WVBR - Ithaca
WRRV (Hudson Valley) - New York
WXDX - Pittsburgh
WRFF - Philadelphia, PA
WEND (Charlotte) Raleigh, NC
WPPP - Athens, GA
KROX - Austin, TX
KDKB - Phoenix, AZ
KROQ, KYSR - Los Angeles, CA
KBCO - Boulder, CO
KRBZ (Kansas City) - Lawrence, KS
KPNT (St. Louis) - Columbia, MO
WWWX (Appleton), WLUM (Milwaukee) - Madison, WI
CIMX (Detroit)- Ann Arbor, MI
WRZX (Indianapolis) - Lafayette, IN
WNCI, WWCD - Columbus, OH


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3.1.5 COLLEGE STATIONS BY STATE
College Radio is a market that twenty I one I pilots would fit in with very well. Since
we are targeting young people ages 14-24, college radio would gear towards our 17-
24 year old age group. A lot of college radio also plays new artists so this would be a
great opportunity for the pair. The below stations are a few that would align with the
college tour locations, further helping tour promotion in the process.

MASSACHUSETTS:
WBUR - Boston University's WBUR is an NPR type college news station, which
would be a great opportunity for an interview with twenty I one I pilots
WTBU - Boston University music radio station plays a lot of “new artist” music
WZBC - Boston College's WZBC is a great fit for twenty I one I pilots, they play
artists like Tegan and Sara but also little indie rap bands too

CONNECTICUT:
WHNU - the University of New Haven can play an artist like twenty I one I pilots
and can also promote their show in New Haven.
WSAM - the University of Hartford has a very strong music presence due to the
Hart School of Music. The WSAM station is known for being one of the best
college alternative stations and could help promote twenty I one I pilots
NEW YORK:
WICB - Ithaca's WICB works for twenty I one I pilots. The station plays Tegan &
Sara and Phoenix, but also smaller artists like Decemberists and Dale Earndhart
Jr. Jr.
PENNSYLVANIA:
WPTS - Pittsburgh's WPTS would be a good station for twenty I one I pilots to
stop for an interview while on tour. They feature a lot of artist interviews on their
shows
WKDU - Drexel College's WKDU promotes small indie band shows that would
benefit twenty I one I pilots ' upcoming solo tour
NORTH CAROLINA:
WUAG - University of North Carolina's WUAG would be a good station to play
twenty I one I pilots for the North Carolina college scene
MICHIGAN:
WCBN - University of Michigan radio in Ann Arbor can promote the twenty I
one I pilots by sharing details about their upcoming show at the college
GEORGIA:

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WUOG - University of Georgia WUOG also has a music blog and has "live in the
lobby" shows that would work to give twenty I one I pilots a larger presence on air
and on their online blog.
TEXAS:
KVRX - KVRX's University of Texas Radio' plays many new artists as well and
would be a great place for twenty I one I pilots to break into the college radio
presence in Texas

3.2 SHOW/PERFORMANCE PROMOTION

3.2.1 PRE-SHOW MEET-AND-GREETS Local radio stations will help in hosting meet-and-
greets at each stop of the tour following each nightly performance. This will allow the
band face-to-face interaction with their fans, as well as create a lasting experience for the
concert-attendees.
3.2.2 GIVEAWAYS Some important giveaways that pertain to the “Twenty One Nights with
twenty I one I pilots” tour include: signed drumheads, signed albums, concert tickets for
tour, limited backstage passes for stations that move “Screen” to a power rotation before
the tour, merch pass for free merch @ a show, front row tix-or if just a GA show VIP
access/early entry, Pit Pass for fans to stand in photographers pit during shows, Fan
Interaction

3.2.3 OTHER - Another important tactic to interact with audiences is for twenty I one I pilots
to engage with the fans during the show. To get the crowd excited Tyler and Josh can
throw paper airplanes and wing pins out to fans. Not only does this leave the fans with
actual memorabilia that can last months after the show, but it also gives them a special
and unique connection to the artists. (pilot-wing pins, paper airplanes).

3.3 VIDEO PROMOTION
3.3.1 TELEVISION AND ONLINE
Using video promotion is crucial for promoting twenty I one I pilots because it gives them
another opportunity to grab the attention of potential fans. Viewers are able to watch the
band’s music videos from their own home, which ultimately gives twenty I one I pilots
more of a following. Shooting their music video for “Screen,” in August, will bring in
more listeners and fans, which will help encourage ticket purchases for the tour.
Television networks: MTV, MTV2, mtvU, Fuse
already listed as an artist to watch
already playing video on MTV Hits “Holding on To You”



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3.3.2 ONLINE EXPOSURE
Online streaming of show in Columbus, OH on YouTube.

3.3.3 ONLINE GIVEAWAYS AND CONTESTS
Online involvement with the band is very important. If fans use hash tags provided at
shows or even with just the band name, there will be more awareness of the artist and
hopefully people will follow the Twitter page. Instagram promotion #21Nightsof21Pilots
, this can overlap with tour marketing as well, Radio stations can do Twitter watch words
or times to call for a contest, Band can tweet about certain times and certain hash tags for
a drawing for free tickets or merchandise.

4.0 PUBLICITY
4.1 MEDIA APPEARANCES & PLACEMENTS
With the understanding that television appearances allow for the greatest amount of
exposure for these yet-to-be mainstream artists, we aim to push for these type of placements
extensively. Although twenty I one I pilots is just beginning to become popular and receive
major radio play, they are still far from being a household, everyday name. Thus, we feel as
though it is best to seek out more alternative outlets and smaller placements so align with
their current popularity-status. With many of the second-tier late nights shows continuously
showcasing lesser-known, up-and-coming acts, we feel as though this would be a perfect
opportunity to not only showcase the band as it performs (which is where we feel they truly
shine as musicians), but also allow for additional interviews with the band, all in the hopes
that the shows community of watchers to get a sense of who theses young artists really are.

4.1.1 TELEVISION STATIONS
Conan on TBS - Offer to be the house band for a night
Fuse News on FUSE TV- A segment featuring the band, their success story, and
what is ahead for this blossoming duo
Palladium - Record a live concert from the tour and play it once a week on the
channel throughout the tour until it completes on October 27th. Record an
exclusive concert at the Palladium headquarters, which will then be shown on the
channel throughout the tour and the weeks preceding it
Late Night with Carson Daly on NBC - Offer up the opportunity for an
exclusive one-on-one interview with Carson about the band, their story and what
is next for the group.
Jimmy Kimmel Live on ABC - Allow the band to perform 3-4 songs live on the
outdoor stage in Hollywood to a large audience.

4.1.2 PRINT & ONLINE PLACEMENTS - The band is only now beginning to gain national
exposure via major publications, but most major outlets still feel as though the band is not

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popular enough to gain such placements. That is why we ought to reach out to smaller,
more indie outlets, especially those with a strong online presence. The fact that the band
spans beyond one genre is a major aspect to be pushed to all of these particular outlets.
Publications to be reached out to include: AP (Alternative Press), AMP, Blender,
Decibel, Fader, FILTER, Music Connection, NME, Paste Magazine, Relix, SPIN,
and Under the Radar. Additionally, as Tyler has written nearly every single song in the
group’s three album catalog, reaching out to popular songwriter-centric publications
would be a new and unique opportunity. Potential publications include American
Songwriter because twenty I one I pilots live performance truly is the greatest expression
of who they are as musicians. Since both Tyler and Josh showcase their drumming
abilities throughout each live performance, gaining placements in publications for
drummer-enthusiasts should be an additional opportunity not is overlooked. Potential
drum-related placements include: Drum!, Drumhead, and Modern Drummer.

4.2 EVENTS
Gaining attention and awareness about this group is the most important issue in garnering a
larger following. With their live shows being the reason behind such the group’s intense and
passionate current following, gaining exposure through as many live performances and
events as possible is crucial here. Event opportunities include: With the band being named to
MTV’s “Artist to Watch 2013” List, there is serious potential for a partnership with the
band, MTV and the annual MTV VMA Show. With the VMA being on August 25th, this
would be a perfect way to not only showcase the band’s performance skills, but also provide
greater hype on their upcoming college tour. This exposure would align with the show’s
current audience, as well as continue in the show’s greater emphasis on performances during
the past few years. The duo could perform at the VMA official pre-party, as well as at the
on-air pre-show. The band could additionally perform live at the actual show, but only if
their exposure continues to increase during these summer months. With the group getting
one of their first big breaks on the radio out here in LA, working with 98.7FM would create
major exposure for the band, while also strengthening ties to this major LA radio station.
Thus, creating another memorable “Penthouse, Live At The Historic Hollywood Tower”,
similar to what they did with Alt-J, Paramore and LP, would be a great chance to gain
greater exposure for the band and their unique live performance. This group really is on the
brink of stardom and this event can be pitched as a great opportunity for both the band and
the station. Because the group’s target market can easily identify with the alternative, non-
mainstream lifestyle, performing at the “Summer X Games” on August 1-4, 2013 in Los
Angeles is a logical choice. This event aligns with the target audience of the group, while the
overall sound of twenty I one I pilots aligns with the image projected from the annual event.
This event also allows for serious licensing opportunities for the band, as well as additional
performance opportunities with the X Games adding stops in Europe and Asia, a new
expansion beginning just this ye

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4.3 PRESS RELEASES

4.3.1 TOUR RELEASE

FOR IMMEDIATE RELEASE
AUGUST 1, 2013

TWENTY | ONE | PILOTS ANNOUNCES FALL HEADLINING TOUR,
“TWENTY ONE NIGHTS WITH TWENTY | ONE | PILOTS”

INDIE-POP SENSATION TO HIT COLLEGE TOWNS NATIONWIDE,
CULMINATING WITH A 2-NIGHT STINT IN THEIR HOMETOWN
OF COLUMBUS FOR HALLOWEEN WEEKEND


Fueled by Ramen recording artists, twenty I one I pilots, have unveiled details surround their
first ever nationwide college tour. The tour, “Twenty One Nights with twenty I one I pilots,”
kicks off in Boston, MA on September 13
th
and will run every Friday, Saturday, and Sunday
at college towns across the nation until it reaches the band’s hometown, Columbus, OH, on
Halloween Weekend. The band will return with back-to-back performances at the famed
Newport Music Hall in Columbus, which hails itself as “America's Longest Continually
Running Rock Club”.
This is the band’s first college tour, which they hope will help promote their new album
VESSEL, along with the release of their second single, “Screen,” which will be released in
upcoming weeks preceding the tour. The first single from their Fueled by Ramen debut
album, “Holding on To You,” is currently blowing up the airwaves, garnering airplay in all
the major markets. The single prompted Billboard to hail the duo’s “wind-up-toy of a single”
as irresistible “saccharine punk rap.”

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VESSEL sees twenty I one I pilots expanding upon the distinctive fusion of piano-driven
indie-rocktronica, ably supported in the studio with superstar producer Greg Wells (Weezer,
Aerosmith, Adele, Katy Perry) behind the board. VESSEL debuted on the Billboard 200
Chart, landing at No. 58, solidifying the group as serious up-and-comers in the music scene;
a duo not to be overlooked.
The new album follows last year’s Fueled By Ramen debut EP, “three songs,” which
featured an exclusive new track alongside revisited versions of songs from 2011’s self-
released, “REGIONAL AT BEST.”
Known for their irrepressible on-stage energy, the duo that is twenty I one I pilots - Tyler
Joseph (Lead Vocals & Piano) and Josh Dun (Drums) - has also built an avid international
national following with their energetic live sets and distinctive fusion of piano-driven
schizoid pop and lyrical uplift s. In addition to innumerable headline shows and tours
(including past dates in such far-flung locales as Japan and the Republic of Korea), the band
has shared stages with such like-minded artists as Grouplove, Neon Trees, and Jack’s
Mannequin.
For more information, please visit www.twentyonepilots.com,,
www.facebook.com/twentyonepilots, www.twitter.com/twentyonepilots, and
www.youtube.com/user/twentyonepilots.






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4.3.2 SINGLE RELEASE

FOR IMMEDIATE RELEASE
AUGUST 1, 2013


INDIE-ROCKTRONICA DUO, TWENTY | ONE | PILOTS, RELEASES LATEST
SINGLE, “SCREEN” IN PREPARATION FOR THEIR FALL COLLEGE TOUR

THIS IS THE FOLLOW-UP SINGLE TO “HOLDING ON TO YOU” OFF THEIR
FUELED BY RAMEN DEBUT ALBUM “VESSEL”


Fueled by Ramen recording artists, twenty I one I pilots announced today that “Screen” is
the new single for twenty I one I pilots. “Screen” will be released in August to promote their
upcoming nationwide college tour, “Twenty One Nights with twenty I one I pilots,” which kicks
off on September 13
th
in Boston, MA.
“Screen” is the second single to be released from the duo’s major-label debut album,
“VESSEL.” The first single, “Holding On To You,” has become a radio smash, garnering airplay
in every major market. The album itself, “VESSEL,” sees twenty I one I pilots expanding upon
the distinctive fusion of piano-driven indie-rocktronica, ably supported in the studio with
superstar producer Greg Wells. Wells is known for his works with such legendary acts as
Weezer, Aerosmith, Adele and Katy Perry. “VESSEL” debuted on the Billboard 200 Chart,
landing at No. 58, when it dropped on January 8, 2013. This not only solidifies the group as up-
and-comers in the music scene, but also as a duo that can no longer be overlooked.
“VESSEL” follows 2012’s Fueled by Ramen debut EP, “three songs,” which featured an
exclusive new track alongside revisited versions of songs from 2011 self-released, “REGIONAL
AT BEST.”

Page | 18

Known for their irrepressible on-stage energy, the duo that is twenty I one I pilots - Tyler
Joseph (Lead Vocals & Piano) and Josh Dun (Drums) - has also built an avid international
national following with their energetic live sets and distinctive fusion of piano-driven schizoid
pop and lyrical uplifts. In addition to near nonstop headline shows and tours (including previous
stops in such far-flung locales as Japan and the Republic of Korea), the band has shared stages
with such like-minded artists as Grouplove, Neon Trees and Jack’s Mannequin.
For more information, please visit www.twentyonepilots.com,,
www.facebook.com/twentyonepilots, www.twitter.com/twentyonepilots, and
www.youtube.com/user/twentyonepilots.















Page | 19

5.0 MARKETING & ADVERTISING
twenty I one I pilots provide a unique mixed genre, which can lead to a new wave and
expansion of an untapped market. Within a few months, we have seen the potentials of this
new market and must push to grow and bring it to its full potential. Our mission is to
develop an international fan base, as well as increase their domestic fan base, solidify a
strong supportive following, and be recognized as an award winning new artist.

5.1 GEOGRAPHIC/DEMOGRAPHIC:
The primary demographic target in the United States of America: ages 10-29, urban and
rural, and male and females.









5.2 ONLINE ADVERTISEMENTS
5.2.1 WEBSITES
FACEBOOK.COM Facebook reaches a large demographic of all ages, and
specifically reaches our target market in the most direct manner. This outlet is also a
great site for the band to update fans on a more consistent basis. This site has an
average of over 1.06 billion monthly users.
KARMALOOP.COM – This clothing site is very involved with urban and youth
culture. Karmaloop is an "intersection of lifestyle, music and fashion." It has 5
million visitors per month and targets a young audience, which is perfect for our plan.
BUZZNET.COM – “Buzz Net Presents” feature with in studio interview with band
MTV.COM – MTV’s artists to watch

Page | 20

MYSPACE.COM – There are many benefits to using Myspace for advertising,
especially band and music related advertisements, as this is the main reason our
targeted demographic uses it. It’s a great way to listen to newer music and receive
updates on bands, tour dates, etc. The site aims to target younger, more tech-friendly
music-lovers. There are roughly 125 million Myspace users who visit the site per
month.
BILLBOARD.COM - Advertising on Billboard would be beneficial to us because a
large part of the music-loving population and music industry professionals check this
site frequently as it is considered the “Bible of the Music Industry.” It averages
around 11.6 million monthly users.
ROLLINGSTONE.COM - This site focuses on music, album and artist news but
also brings people to the site by incorporating news about politics, economics and
even movie reviews. We would be advertising to numerous music fans that primarily
come to the site for music and entertainment news.
INTERACTIVE IMAGES - Poster image with tour dates and hyperlink to purchase
tickets and size would vary by website and price point.
5.2.2 SOCIAL MEDIA
Social media will be the majority of advertising since it is most cost effective. Taking
advantage of prime social media usage time will maximize our potential to reach a wider
audience












FACEBOOK: HTTPS://WWW.FACEBOOK.COM/TWENTYONEPILOTS
COSTS
1. Facebook Ad: $700 for dates
June 1, 2013 to October 28,
2013.
2. An additional $.28 per click on
advertisement.
3. These limits and price can
change by popularity.

Page | 21

TWITTER: HTTPS://TWITTER.COM/TWENTYONEPILOTS
























YOUTUBE: HTTP://WWW.YOUTUBE.COM/USER/TWENTYONEPILOTS

Front page feature video
First Watch and homepage ads can reach more than 20 million US viewers in a single day.
YouTube technology puts your essential brand message in front of the right audience with
greater efficiency and less waste. Homepage masthead is a 970x250 pixel in-page unit running
the full width of the YouTube homepage below the navigation bar. Video inclusion is strongly
recommended, though not required. Likewise, YouTube recommend the inclusion of YouTube
links to your watch page for users to interact with and share video, or to a channel to view
additional video content. Both of these can result in higher brand interaction on YouTube and
viral views.

Banner Ad
A banner ad underneath similar genre videos advertising upcoming tour and single

ARTIST WEBSITE: HTTP://WWW.TWENTYONEPILOTS.COM/
Website must be updated frequently with new news and personal blogs from the band.


 With over 400 million tweets generated worldwide on a daily basis, Twitter is a platform where people talk
about the products and brands that they care about most.

 Advertising on Twitter will stem from “promoted” tweets or hash tags. The result is that promoted tweets in
search are far more effective than promoted tweets in your timeline feed, because they are triggered by the topic
the user is attempting to find. It is more effective to have promoted tweets that are promoted tweets in search
rather than promoted tweets in Timeline. Users are more likely to click on a tweet that they find in search over a
promoted tweet in their timeline.
 Hash tags - Pushing the hash tag
#21Days21Pilots throughout the tour.
For the costume show at the end of the
tour promotion of
#21PilotsCostumeMadness.


Page | 22

5.3 BEHAVIOR/ LIFESTYLE ANALYSIS
The diversity of genres twenty I one I pilots offers gives its audience the feel that they are
not confined to one set of music. High school and college students seek out for new and
trendy/artistic music to stand out from everyone else. twenty I one I pilots deliver continuous
promotion of artistry as well as uniqueness, giving their.

6.0 FINANCE
6.1 SALES

VESSEL’S FIRST 14 WEEKS ON SHELVES
twenty I one I pilots Vessel (Released 1/8/13)
First 14 Weeks of Album Sales - 28,431
First 14 Weeks of Digital Track Sales - 101,480

6.1.1 COMPARABLE FIGURES
When looking to gain a better understanding of what kind of figures we can expect twenty I
one I pilots’ “Vessel” to deliver in the first two years of its release, we found it incredibly
important to look to past endeavors of varying success, both within the Warner umbrella and
with the aid of other majors.

Paramore “All We Know Is Falling” (Debut Released 7/26/05)
Album Sales
First 14 weeks of sales - 7,567
First Year of sales - 44,871
First Two Years of sales - 108,711
Current sales - 596,060 (RIAA GOLD CERTIFICATION)

Digital Track Sales
First 14 weeks of sales - 1,380
First Year of sales - 46,571
First Two Years of sales - 204,274
Current Sales - 1,253,324

The Rocket Summer “Do You Feel” (3rd LP, first on IDJ Released 7/17/07)
Album Sales
First 14 weeks of sales - 52,463
First Year of sales - 86,890
First Two Years of sales - 97,713
Current sales - 105,848

Page | 23

Digital Track Sales
First 14 weeks of sales - 152,027
First Year of sales - 295,366
First Two Years of sales - 384,668
Current Sales - 472,428

6.2 WHY WERE THESE ACTS/ALBUMS CHOSEN?
These two acts provide a lot of differences that will be useful when comparing their data to
Vessel’s sales thus far. Paramore gives us an insight into debut record trends as well as the
track record of Fueled by Ramen, the same imprint that twenty I one I pilots is a part of. The
Paramore debut also gives us insight into a slow building record that later gains success due
to the popular sophomore album. The Rocket Summer shows us the trends of an album that
starts out very hot out of the gate and quickly cools to a grinding halt. The album also shows
us the trends of what the first LP endeavor under a major can bring.

6.3 CHALLENGES IN COMPARING OLD DATA
There are obviously several problems with comparing old data to current data without
accounting for the change in the music sales climate (All data below was collected from the
Nielsen Soundscan Business Conditions report).

Total Album Sales vs. Solely Digital Sales 2005-2013 (Projected through Soundscan Data)



Page | 24

Digital Album Sales Percentage of the Total Albums Sold 2005-2013 (Projected through
Soundscan Data)

Digital Track Sales 2005-2013 (Projected through Soundscan Data)




6.4 DESIRED/PROJECTED SALES
Paramore and Rocket Summer Sales in Today’s Market: From 2006 (1 Year Mark for
Paramore) to 2008 (1 Year Mark for Rocket Summer), there was a roughly 27.16% drop in
sales. We can then safely assume that Paramore’s debut might have sold roughly 32,684
records while maintaining that the Rocket Summer Sold 86,890 1 year out in 2008.When
translating those 2008 numbers to the projected 2013 market, when between the two periods
there was a roughly 31.14% drop in sales, we can assume that Paramore would have sold
roughly 22,505 records and the Rocket Summer would have sold roughly 59,828 records.
That puts twenty I one I pilots on track to perform better than both those records did in their
first year seeing as they have already sold 28,431 copies in their first 14 weeks.


Page | 25

Through calculating the percentage changes from 14 weeks to years one and two and finding
a good middle ground between the Paramore and Rocket Summer records, it’s safe the make
some loose sales assumptions for the twenty I one I pilots debut.
Albums Sales:
Year One - 63,970
Paramore saw a 593% jump from 14 weeks to 1 year which is probably a little
too high to expect for Vessel. The Rocket Summer saw a 165% jump which is
more in line of what Vessel can expect. we calculated for a 225% jump from
14 weeks to 1 year.
Year Two - 111,948
Paramore jumped 242% while the Rocket Summer jumped 112%. We
calculated for 175%
Digital Tracks:
Year One - 253,723
Paramore saw a 3,374% jump from 14 weeks to 1 year which isn’t a very
accurate figure to extrapolate for Vessel. The Rocket Summer’s 194% is a
much more accurate figure base this buy but with the growth of the digital
market, we calculated for 250% in growth.
Year Two - 583,562
Paramore saw a boost of 439% while the Rocket Summer was only able to
jump 130%. Again, we believe that Paramore is abnormally high and the
Rocket Summer is way too low. We calculated for 230% growth.
6.5 WHY THIS ISN’T A FAILURE
In today’s market, not many acts are able to go RIAA Gold on their debut record in the first
couple years, let alone recoup the recording advance. A debut record is meant to set a
foundation for the band to grow on. In the case of the Paramore debut, the success of the
sophomore release helped pull their debut sales up to their current stature. The twenty I one I
pilots debut “Vessel” proves to be a solid release and a great foundation for future success
with the group.

6.6 TOUR MERCHANDISE
Although there isn’t much public compiled data with merchandise sales, it is safe to say that
we can hope for a per capita of $12-$14 at the shows seeing as twenty I one I pilots will be
playing smaller venues and presumably the fans that will attend smaller shows will be more
devout and willing to spend the necessary capital to get a souvenir from the show.






Page | 26

6.6.1 MERCHANDISE DESIGNS







































Page | 27

6.7 BUDGET

twenty I one I pilots: VESSEL --- Release Date 1/8/13
Q3 Q4 Q1 GRAND
SALES
APR -
JUN
JUL -
SEP
OCT -
DEC TOTAL
TOTAL ALBUM EQUIVALENTS 20 25 45
SALES DOLLARS 45 55 100

MARKETING COSTS
SALES 0 0 0 0
CO-OP ADVERTISING 0
CIRCULARS 0
INSTORES 0
MERCHANDISE 0 1 1 2
MERCH - MARKETING 1 1 2
ADVERTISING 0 6 5 11
PRINT ADVERTISING 1 1
TV ADVERTISING 0
INTERNET ADVERTISING 3 3 6
E-COMMERCE ADVERTISING 0
OUTDOOR ADVERTISING 0
SNIPE CAMPAIGN 0
RADIO ADVERTISING 2 2 4
MARKETING 0 2 2 4
CONTRACTUAL FUND 0
REHEARSALS / BOOT CAMP 0
LIFESTYLE / STRATEGIC 0

STREET MARKETING/SPECIAL
EVENTS 0 0
STREET TEAM 1 1 2
MEETINGS/PLAYBACK 0
DUPLICATIONS / OTHER 1 1 2
DIGITAL MEDIA 0 0 0 0
WEB DEVELOPMENT 0
DIGITAL MARKETING 0
ARTIST DEVELOPMENT 0 4 4 8
TOUR SUPPORT 0 0 0
TICKET BUYS 3 3 6
TOUR MARKETING 1 1 2
SHOWCASES 0
PROMO TOUR 0

Page | 28

VIDEO PRODUCTION 0 22 0 22
VIDEO PRODUCTION 20 20
CONTENT 2 2
VIDEO PROMOTION 0 0 2 2
INDY PROMOTION 0
APPEARANCES 0
AWARD SHOWS 0 0
DUPLICATIONS / OTHER 2 2
PUBLICITY 0 19 10 29
T.V. APPEARANCES 5 2 7
INDY PUBLICITY 5 5 10
PHOTO SESSIONS/PRINTS 0
PRESS KITS / EPKS 0
MEDIA TRAINING 2 2
EVENTS 7 3 10
OTHER 0
RADIO PROMOTION 0 14 13 27
INDY PROMOTION - COLLEGE 5 5 10
INDY PROMOTION -ATL 3 3 6
INDY PROMOTION - AAA 3 2 5
RADIO SHOWS 3 3 6
POP CONTESTS MISC 0 0 0
GIVE-
AWAYS/PRCD'S/SAMPLERS 2 3 5
AWARD SHOWS 10 10
CONVENTIONS 0 0

TOTAL MKTG. COSTS 0 80 40 120
ART 2 5 7
INTERNATIONAL
% OF NET SALES 178% 73% 120%

$20k for "Screen" music video & production









Page | 29

7.0 ARTIST DEVELOPMENT
7.1 COLLABORATIONS & POTENTIAL SHOWS LIST OF ARTISTS TO
POTENTIALLY TOUR WITH IN THE FUTURE

Matt & Kim
The Cinema
AWOLNATION
M83
Passion Pit
Atlas Genius
Kitten

FESTIVAL CIRCUIT - SUMMER/FALL 2014
Lollapalooza - Grant Park in Chicago, IL
Outside Lands Festival - Golden Gate Park in San Francisco, CA
H2O Music Festival 2013 - LA State Historic Park
I Heart Radio Music Festival - Las Vegas, NV
ACL Music Festival - Zilker Park in Austin, Texas
Treasure Island Music Festival - Treasure Island in San Francisco, CA
Moogfest - Asheville, NC
FunFunFun Fest - Auditorium Shores in Austin, TX

POSSIBLE CAMPAIGNS FOR THE FUTURE
Back to school clothing campaigns:
American Eagle and Hollister would play their music
Vans shoes as a brand partnership














Page | 30

7.2 INTERNATIONAL MARKET
Other geographical targets include: United Kingdom, Australia, Germany, and Japan.





























Ideas for the possibility of increasing the artist’s popularity globally: Summer X Games (May 16-19:
Barcelona, Spain, June 27-30: Munich, Germany), and Open Flair Festival (August 8-11: Eschwege,
Germany









Page | 31

8.0 APPENDIX
8.1 SOCIAL MEDIA USAGE


































Page | 32

8.2 MEDIABASE CHARTS



7 DAY
SONG
HISTORY
3/1/98
THROUGH
4/19/2013
TWENTY ONE PILOTS
HOLDING ON TO YOU
BY SPINS TO DATE
ALL FORMATS - 1 OR
MORE SPINS

- SHOW ZERO
AIRPLAY
- SHOW
MARKET
HISTORY
- DOWNLOAD TO
SPREADSHEET
STATIO
N
CLICK S
TATION
FOR
DAYPAR
T INFO
MARKE
T
M
K
T
R
A
N
K
GROUP
OWNER
CURRENT
FORMAT
CLICK A
FORMAT TO
FILTER
FIR
ST
PL
AY
ED
SPI
NS
TO
DA
TE
O
V
N
A
M
D
M
I
D
P
M
D
E
V
E
TOT
AL
AUD
IEN
CE
(MIL
LIO
NS)
WXXJ-
FM
JACKSO
NVILLE
50
COX
RADIO
INC
ALTERNATI
VE
09/0
7/20
12
744
1
9
3
13
2
1
5
1
1
2
1
1
4
7
2.293
WZNE-
FM
ROCHES
TER
58
STEPHENS
MEDIA
GRO
ALTERNATI
VE
11/1
9/20
12
636
2
0
2
43
1
2
0
1
2
2
1
4
9
1.238
CIMX-
FM
DETROI
T
12
BELL
MEDIA
ALTERNATI
VE
10/1
6/20
12
506
2
0
2
13
1
0
0
8
2
1
0
9
3.715
WROX-
FM
NORFOL
K
44
SINCLAIR
TELECAB
LE
ALTERNATI
VE
11/2
3/20
12
452
1
7
8
53
5
8
5
9
1
0
4
0.930
WRFF-
FM
PHILAD
ELPHIA
8
CLEAR
CHANNEL
COMM
ALTERNATI
VE
10/0
7/20
12
443
1
3
2
35
6
8
8
0
1
2
8
7.382
WVIC-
FM
LANSIN
G
12
7
MIDWEST
COMMUNI
CAT
ALTERNATI
VE
12/0
7/20
12
425
1
1
1
36
1
0
0
8
1
9
7
0.748
WKQX- CHICAG 3 MERLIN ALTERNATI 01/0 415 1 70 8 6 8 3.948

Page | 33

LP O MEDIA
LLC
VE 3/20
13
0
6
7 9 3
KUCD-
FM
HONOL
ULU
64
CLEAR
CHANNEL
COMM
ALTERNATI
VE
12/1
9/20
12
393
1
4
5
35
5
0
6
4
9
9
0.704
KRXP-
FM
COLORA
DO
SPRINGS
91
BAHAKEL
COMMUNI
CAT
ALTERNATI
VE
11/0
1/20
12
389
1
2
2
49
6
1
5
9
9
8
0.560
KPNT-
FM
ST.
LOUIS
22
EMMIS
COMMUNI
CATIO
ALTERNATI
VE
12/0
8/20
12
340
1
4
3
12
4
3
2
9
1
1
3
1.451

KNRQ-
FM
EUGENE
, OR
15
1
CUMULUS
ALTERNATI
VE
11/2
8/20
12
326
1
1
7
28
6
5
7
2
4
4
0.385

WBRU-
FM
PROVID
ENCE
43
BROWN
BROADCA
STING
ALTERNATI
VE
11/2
0/20
12
294
9
5
44
3
4
4
6
7
5
0.761

WBTZ-
FM
BURLIN
GTON,
VT
14
3
HALL
COMMUNI
CATION
ALTERNATI
VE
11/1
3/20
12
255
1
0
9
14
1
6
2
3
9
3
0.275

KRAB-
FM
BAKERS
FIELD
77
CLEAR
CHANNEL
COMM
ALTERNATI
VE
10/2
5/20
12
254
6
6
43
4
2
4
3
6
0
0.661

WRXL-
FM
RICHMO
ND
55
CLEAR
CHANNEL
COMM
ALTERNATI
VE
01/1
0/20
13
228
4
9
7
4
7
4
7
7
8
0.656

KBZT-
FM
SAN
DIEGO
17
LINCOLN
FINANCIA
L
ALTERNATI
VE
01/1
7/20
13
225
2
0
7
0 0 0
1
8
0.259

WFUZ-
FM
WILKES-
BARRE
71
TIMES
SHAMROC
K COM
ALTERNATI
VE
01/3
1/20
13
217
6
1
29
3
4
4
1
5
2
0.166

WARQ-
FM
COLUM
BIA, SC
88
INNER
CITY
BROADCA
ALTERNATI
VE
12/0
5/20
12
210
9
2
1
1
8
3
3
6
6
0.233

WNCI- COLUM 35 CLEAR TOP 40 01/0 181 1 4 5 4 1 1.588


Page | 34

FM BUS, OH CHANNEL
COMM
9/20
13
2 4 1
6
KITS-FM
SAN
FRANCI
SCO
4
CBS
RADIO
ALTERNATI
VE
09/3
0/20
12
178
6
9
15
2
3
2
0
5
1
0.774


KXRK-
FM
SALT
LAKE
CITY
31
SIMMONS
MEDIA
GROU
ALTERNATI
VE
10/1
0/20
12
158
6
5
0 2 1
9
0
0.276

WGMP-
FM
MONTG
OMERY,
AL
15
0
BLUEWAT
ER
ALTERNATI
VE
02/2
0/20
13
143
3
6
21
3
3
2
1
3
2
0.000

KXTE-
FM
LAS
VEGAS
32
CBS
RADIO
ALTERNATI
VE
11/1
2/20
12
137
5
9
5
1
3
1
2
4
8
0.213

WRZX-
FM
INDIANA
POLIS
40
CLEAR
CHANNEL
COMM
ALTERNATI
VE
01/3
1/20
13
113
5
0
0 0
1
1
5
2
0.215

WWWX-
FM
APPLET
ON, WI
13
7
VOLT
COMMUNI
CATION
ALTERNATI
VE
12/1
6/20
12
113
3
2
21
2
0
1
7
2
3
0.120

WXEG-
FM
DAYTON 63
CLEAR
CHANNEL
COMM
ALTERNATI
VE
02/2
0/20
13
106
5
5
8 3 5
3
5
0.111

KDGE-
FM
DALLAS 5
CLEAR
CHANNEL
COMM
ALTERNATI
VE
02/1
2/20
13
102
4
5
1 3 5
4
8
0.585

KENZ-
FM
SALT
LAKE
CITY
31 CUMULUS
ALTERNATI
VE
03/1
9/20
13
100
2
7
5
2
3
1
9
2
6
0.198

KROQ-
FM
LOS
ANGELE
S
2
CBS
RADIO
ALTERNATI
VE
09/0
6/20
12
97
2
6
5 0
2
7
3
9
2.113

WWMX-
F2
BALTIM
ORE
21 NONE
ALTERNATI
VE
02/2
4/20
13
89
3
9
6 8
2
7
9 0.000



Page | 35



7 DAY
SONG
HISTORY
3/1/98
THROUGH
4/19/2013
TWENTY ONE PILOTS
HOLDING ON TO YOU
BY SPINS TO DATE
ALL FORMATS - 1 OR
MORE SPINS

- SHOW ZERO
AIRPLAY
- SHOW
MARKET
HISTORY
- DOWNLOAD TO
SPREADSHEET

STATIO
N
CLICK S
TATION
FOR
DAYPAR
T INFO
MARKE
T
M
K
T
R
A
N
K
GROUP
OWNER
CURRENT
FORMAT
CLICK A
FORMAT TO
FILTER
FIR
ST
PL
AY
ED
SPI
NS
TO
DA
TE
O
V
N
A
M
D
M
I
D
P
M
D
E
V
E
TOT
AL
AUD
IEN
CE
(MIL
LIO
NS)
WCYY-
FM
PORTLA
ND, ME
90 CUMULUS
ALTERNATI
VE
03/0
4/20
13
88
3
3
6
1
1
1
9
1
9
0.118
KFRR-
FM
FRESNO 67
WILKS
BROADCA
STING
ALTERNATI
VE
12/1
6/20
12
81
4
3
4 7 6
2
1
0.174
KCXX-
FM
RIVERSI
DE
26
ALL PRO
BROADCA
STI
ALTERNATI
VE
12/0
7/20
12
79
7
9
0 0 0 0 0.047
WRRV-
FM
HUDSO
N
VALLEY
, N
-- CUMULUS
ALTERNATI
VE
09/2
3/20
12
78
1
6
5
1
1
8
3
8
0.077
WMRQ-
FM
HARTF
ORD
52
RED
WOLF
BROADCA
ST
ALTERNATI
VE
12/2
3/20
12
77 5 2 1 3
6
6
0.251
WXDX-
FM
PITTSB
URGH
25
CLEAR
CHANNEL
COMM
ALTERNATI
VE
11/0
4/20
12
77
4
8
5 1 0
2
3
0.199

Page | 36

WWDC-
FM
WASHIN
GTON,
DC
7
CLEAR
CHANNEL
COMM
ALTERNATI
VE
12/0
2/20
12
69
4
4
1 0 0
2
4
0.333
WBOS-
FM
BOSTON 10
GREATER
MEDIA
ALTERNATI
VE
03/2
6/20
13
59
4
7
0 0 0
1
2
0.235
WEND-
FM
CHARL
OTTE
24
CLEAR
CHANNEL
COMM
ALTERNATI
VE
03/0
4/20
13
54
5
1
0 0 0 3 0.097
XTRA-
FM
SAN
DIEGO
17
LOCAL
MEDIA OF
AME
ALTERNATI
VE
12/0
2/20
12
51
2
7
0 2 3
1
9
0.119

KYSR-
FM
LOS
ANGELE
S
2
CLEAR
CHANNEL
COMM
ALTERNATI
VE
10/2
1/20
12
44
1
7
6 2 3
1
6
0.695

ALT
NATION
>SIRIUS
XM
0 SIRIUSXM
ALTERNATI
VE
11/3
0/20
12
40 2 9 7 6
1
6
0.000

KTBZ-
FM
HOUST
ON
6
CLEAR
CHANNEL
COMM
ALTERNATI
VE
03/0
7/20
13
34
2
2
0 0 0
1
2
0.247

KMYZ-
FM
TULSA 66
TIMES
SHAMROC
K COM
ALTERNATI
VE
12/1
4/20
12
31 1 0 0 0
3
0
0.060

KNDD-
FM
SEATTL
E
13
ENTERCO
M
ALTERNATI
VE
11/0
1/20
12
31 0 0 0 0
3
1
0.140

WDJQ-
FM
CANTO
N, OH
13
6
D A
PETERSO
N INC
TOP 40
03/1
3/20
13
20 3 0 7 7 3 0.052

KRBZ-
FM
KANSAS
CITY
33
ENTERCO
M
ALTERNATI
VE
11/0
2/20
12
17
1
4
0 0 1 2 0.022

KNRK-
FM
PORTLA
ND, OR
23
ENTERCO
M
ALTERNATI
VE
12/0
9/20
12
16 0 5 0 5 6 0.094


Page | 37

WWCD-
FM
COLUM
BUS, OH
35
WWCD,
LTD
ALTERNATI
VE
11/0
5/20
12
13 0 1 1 2 9 0.039

KKDO-
FM
SACRA
MENTO
27
ENTERCO
M
ALTERNATI
VE
10/1
2/20
12
9 0 1 2 2 4 0.046


WBUZ-
FM
NASHVI
LLE
45
CROMWE
LL GROUP
INC
ACTIVE
ROCK
12/1
6/20
12
8 0 8 0 0 0 0.032

WFTK-
FM
CINCIN
NATI
29 CUMULUS
ACTIVE
ROCK
12/1
6/20
12
8 0 0 0 0 8 0.026

WLUM-
FM
MILWA
UKEE
38
MILWAUK
EE RADIO
AL
ALTERNATI
VE
04/1
1/20
13
8 7 0 0 0 1 0.006

WTKX-
FM
PENSAC
OLA, FL
12
8
CLEAR
CHANNEL
COMM
ACTIVE
ROCK
12/1
6/20
12
8 0 8 0 0 0 0.085

WXZO-
FM
BURLIN
GTON,
VT
14
3
VOX
AM/FM
TOP 40
02/2
2/20
13
8 6 0 1 0 1 0.000

WXZZ-
FM
LEXING
TON, KY
10
2
CUMULUS
ACTIVE
ROCK
12/1
6/20
12
8 0 8 0 0 0 0.023

KFMA-
FM
TUCSON 62
LOTUS
COMMUNI
CATIO
ALTERNATI
VE
10/1
8/20
12
6 0 0 0 0 6 0.014

WRKN-
FM
NEW
ORLEA
NS
47 CUMULUS
ALTERNATI
VE
11/1
8/20
12
6 0 0 0 0 6 0.015

KIOZ-
FM
SAN
DIEGO
17
CLEAR
CHANNEL
COMM
ACTIVE
ROCK
01/2
6/20
13
1 0 0 0 0 1 0.003

WVMX-
FM
COLUM
BUS, OH
35
SAGA
COMMUNI
CATION
HOT AC
11/1
9/20
12
1 0 1 0 0 0 0.003



Page | 38

TOTALS: (ALL FORMATS):

9,29
9
3
3
1
0
80
5
1
2
8
0
1
3
4
5
2
5
5
9
35.81
MIL


FORMAT HISTORY
FORMAT
PERCENT
OF
TOTAL
PLAY
SPI
NS
TO
DAT
E
OVN
AM
D
MID PMD EVE
PEA
K
PLA
YS
PEAK
WEEK
PEAK
CHA
RT
ALTERNAT
IVE
97.4 9056 3289
36.32
%
776
8.57
%
1267
13.99
%
1294
14.29
%
2430
26.83
%
807 4/18/20
13
16
TOP 40 2.2 209 21
10.05
%
4
1.91
%
13
6.22
%
51
24.40
%
120
57.42
%
28 3/26/20
13
136
ALL
FORMATS
COMBINED
-- 9265 3310
35.73
%
780
8.42
%
1280
13.82
%
1345
14.52
%
2550
27.52
%
--- --- ---


GROUP OWNER HISTORY
GROUP OWNER FORMAT
% OF
TOTA
L
PLAY
SPIN
S
TO
DAT
E
OV
N
AM
D
MI
D
PM
D
EV
E
FIRST
PLAYE
D
CBS RADIO
ALTERNATI
VE
4.4 412 154 25 36 59 138 9/6/2012

CLEAR
CHANNEL
COMMUNICATIO
NS
ALTERNATI
VE
20.6 1917 724 141 216 258 578
10/7/201
2

TOP 40 1.9 181 12 4 5 44 116 1/9/2013

CUMULUS
ALTERNATI
VE
6.4 598 193 44 110 118 133
9/23/201
2

Page | 39


EMMIS
COMMUNICATIO
NS
ALTERNATI
VE
3.7 340 143 12 43 29 113
12/8/201
2

TIMES
SHAMROCK
COMMUNICATIO
NS
ALTERNATI
VE
2.7 248 62 29 34 41 82
12/14/20
12



8.3 MERCHANDISE



Page | 40






Page | 41