The initiative follows McBride's recent MusicTank report that showed how management and labels need to alter their mind-sets in order to cater to the behavior of the millennial generation -- generally defined as those born in the early 1980s who demand content to be available across multiple platforms simultaneously.
In the report, McBride endorses two key concepts that resonate with SFS:
- Constant experimentation is the key to success. This is a common theme for McBride, who has achieved a high degree of success for his acts by developing "unconventional" but thoughtful marketing approaches.
- Creating an artist "branding road map" that develops a true appreciation of the "artist as a brand" and sets out a clear inventory of the artist's assets -- fans, music and non-music content -- and all the multiple on- and offline platforms for reaching listeners. Once this is established, the idea is to identify suitable content platforms or "highways," which are then weighted according to their importance.