AniBlurbs (Column)

Anibal's thoughts on Online Marketing Strategy, Service Design, Tech, Innovation, Business and more…

Anibal do Rosario’s Extended Online Résumé

Hey there, my name is Anibal do Rosario and this is my extended online résumé.

My LinkedIn profile is mainly focused on my Online Media / Tech experience, dating back to mid-2004.

The page you’re reading right now outlines my complete professional background and formal education in detail; going all the way back to 1999, and well before that.

If short on time, please check one of the two links below instead for the tl;dr version:

• Questions or suggestions? Feel free to reach out via my LinkedIn profile »

1-Minute Summary:



As an Online Product Manager & Product Owner at DTG, I’m currently fascinated by the dynamics between Scrum in theory Vs. the day-to-day reality of applying it in an enterprise environment.

I enjoy the challenge of transforming our Business Strategy & Product Vision as efficiently as possible into simple Product Requirements and gaining insight on the impact thereof on:

• Maintenance;
• Testing;
• ROI (UX, NPS & SEO / SEA).

This requires staying in tune with various stakeholders throughout the value chain, as well as switching from a high level to the nitty gritty, across various applications and (external) platforms on a daily basis.

I’m constantly in search of striking the ideal balance between gut feeling and hard data. And challenged by finding the sweet spot between hands-on tactical operations on the one hand, and maintaining an “academic” / analytical approach on the other.

My “True North”? Focussing on maximum long-term results for End Users and other stakeholders.

Above all, I always strive to learn new stuff, so feel free to contact me if you would like to exchange some thoughts & idea’s about where the future of Digital Strategy, Marketing, Service Design and Tech is heading:

Twitter: @AnibalDoRosario
Google Plus: +Anibal do Rosario



Specialities & Interests:

     Online Business Development
     Online Product Development / Management
     Online Product & Customer Lifecycle Management
     Service Design & Upstream Marketing
     Customer Experience / Satisfaction
     Corporate Identity Development / Branding
     SEO / SEA
     E-mail Marketing
     Mobile Marketing


+ I care strongly about:

  • End-users
  • Autonomy
  • Service
  • Customer Intimacy / Customer Delight
  • Privacy by Design



Google AdWords Qualified – Search Advertising
Google | License 496758 | December 2010

Certified Scrum Product Owner
Scrum Alliance | September 2013 – Present



  • English (Full professional proficiency)
  • Dutch (Native or bilingual proficiency)
  • Creoles and pidgins, Portuguese-based (Native or bilingual proficiency)
  • Portuguese (Elementary proficiency)



Content Manager
SCIP, Amsterdam

• Content management for:

• Email campaigns, Social Media, Copywriting and Editorial work for “Ervaringswijzer”.

The goals of SCIP are as follows:

— Promote social participation and self-actualization for mental healthcare clients.
— Stimulate that the renewal and improvement of care comes in the dominion of those directly involved.
— Stimulate projects and initiatives emerging from the demand of the clients.



Product Manager Profile Services
DTG, Amsterdam Zuid-Oost
JAN ’14 – APR ’16



Jr. Product Manager Traffic
DTG, Amsterdam Zuid-Oost
SEP ’12 – DEC ’13

My responsibility as an Online Product Manager / Owner for (Dutch, Internet Yellow & White Pages), is gaining more quality traffic for our advertisers and extending our reach as a platform.

• SEO Product Management:
— Defining the Product Roadmap & Product Vision
— Backlog Management, Test Management, Product Requirements
— Quality Assurance of all User Stories from a SEO perspective
— Content Management

• SEA Strategy (Tablet, Smartphone & Desktop)
• SEM Agency Management

• Syndication Partnership Management of 3rd Parties such as:
— /
— (Sanoma Media)
— (Yelster Digital)
— Tupalo
— Your organization? Call: +31-204-086400

• Product Management of Syndication API and DTG Developer Platform
• Managing Traffic Budget / Online Media Spend for
• Liaise with Finance and Legal departments, in close conjunction with the Product Director, w.r.t. negotiating new and existing contracts with our (prospective) partners, agencies and vendors.
• Liaise with our Web Analyst and external consultants on traffic reports.

About the organization: DTG -formerly know as De Telefoongids BV- connects consumers to businesses via its own online media, as well as those of various 3rd parties.

DTG’s online IYP Search & Find Services engages over 4.5 Million Unique Users on a monthly basis, making our websites and mobile apps rank among the top-tier of high-traffic online destinations in the Netherlands.

Furthermore, DTG has the most complete Dutch Local Businesses database, with relevant & up-to-date information on over 600.000 businesses and +6 million households.

DTG has evolved into the leading Online Marketing Services Agency for small businesses in The Netherlands. Offering practical Online Media advice, as well as a broad range of Online Profile, Presence & Performance Services tailored to SMB’s.



SEO Copywriter
De Telefoongids & Gouden Gids, Amsterdam Zuid-Oost
JUN ’12 – AUG ’12

Note: De Telefoongids has been rebranded into DTG. Hired as a temporary employee via a staffing agency.

• SEO website, On-Page: Keyword Analysis.
• SEO Copywriting for various online sections of based on Keyword Analysis.



Marketing Consultant » internet strategy, Amsterdam
APR ’11 – MAY ’12

Marketing and Digital Strategy consulting for various Start-ups.

“The EN Project” (work title) -Business Consulting & Design Corporate Identity. Not involved with the Online Marketing Strategy / website.
–About the organization: “The EN Project” is a fashion label / distributor, currently operating under the radar. -SEA consulting (2nd opinion) for a new online initiative in the housing industry.

Note: Volunteer job as a service to friends. Goal: To keep the strategic marketing cogs in my head spinning and stay current on industry developments, whilst trying to find a new job during the Late-2000s recession.



Digital Strategist / Columnist / Graphic & Web Designer » internet strategy, Amsterdam
JUN ’05 – MAY ’12

You’re here! :) was a side project which initially saw the light of day as a study project, becoming my vehicle for online consulting, graphic & web design projects for smaller clients.

Since 2008 it has mainly become a vehicle for hosting AniBlurbs; an independent, online collection of columns, essays and links containing my thoughts on Online Marketing Strategy, Service Design, Tech, Innovation, Business and more…



@AnibalDoRosario Online Cases, Amsterdam
JUN ’10 – DEC ’11

@AnibalDoRosario is my online repository for Internet Marketing & Online Strategy Cases, Facts and Figures.

Whereas AniBlurbs is an online column discussing the “Why?” (Strategy), @AnibalDoRosario is about the “What?” and the “How?”; taking a more practical, hands-on approach towards Internet Marketing & Online Strategy.



Medior Online Marketer
eFocus, Utrecht
AUG ’10 – APR ’11

• Developing SEA Campaign Strategies in close conjunction with Lead / Senior Online Marketers.
• Creating, managing and optimizing new and existing Google AdWords PPC campaigns, in close conjunction with Lead / Senior Online Marketers.
• Consulting, research and implementation of:
— E-mail Marketing Campaigns
— Web Analytics
— Online Media selection- & procurement
— Content Management
— Social Media Quick Scans

Kluwer, Estée Lauder, Clinique, Sanidrõme, InfoSupport, iBlue makelaars, Event Company, ShopWorks, eFocus, Medicore, Cure4Finance and ZNetwerk.

About the organization: eFocus is a Dutch Top 10 Full-Service Internet Agency: Web Development | Online Marketing | Conversion Optimization

At eFocus Online Marketers develop and implement Online Marketing Strategies and Campaigns. We focus on increasing (relevant) traffic and business to your online channel via Search Engines (Paid and Organic), Online Campaigns and E-mailings.



Online Marketer
Persoonlijk Zorgnetwerk, Amsterdam
FEB ’10 – JUN ’10

Note: Originally hired as an Online Marketing Manager for subsidiary Factuurdesk / GroenVerhagen.

• Strategic Marketing Plan Factuurdesk / PZN
• Repositioning Factuurdesk and PZN
• Reformulating Strategy, Mission & Vision
• Rebranding Corporate Identity and website for Persoonlijk Zorgnetwerk, in conjunction with management.
• Marketing & Communication, eCopy, press releases, cross- & up selling and Social Media for the following subsidiaries:
— Factuurdesk
— ePGB
— ZoekPgbZorg
• Forging and maintaining strategic partnerships.

Notable Achievements:
Convincing management that Online Marketing was not the solution for our problem, rather we had to restructure and rebrand first, making use of single-sign-ons, cross-selling, offline promotion, strategic partnerships and branding in conjunction with Online Marketing.

About the organization: Our main goal with Persoonlijk Zorgnetwerk (formerly known as “PZN”), is to deliver solutions to any questions which care providers and those requesting care as well as those in need of care, might have, with a strong focus on the Dutch Home Care: – Online invoicing and time registration/tracking solution for small to medium sized teams and businesses. – Online Personal Home Care Budget accountability, invoicing and time registration solution, for those holding a Personal Budget.

ZoekPgbZorg – The largest Dutch online marketplace connecting Home Care providers with those in need of care.

Per Saldo Hulpgids – Online niche marketplace connecting professional Home Care providers with those in need of care. – Dutch news site covering the latest developments in the Dutch Home Care & Guidance industry: @Thuiszorgnieuws



Internet Marketer
GAMsystem, Amsterdam
MAY ’09 – OCT ’09

Note: Merged by VC into Payter, a mobile NFC payments platform, eventually closed down due to the Late-2000s recession. Spiritual succesor: IAM system (

• Responsible for (B2B)
• Responsible for (B2C)
• Strategic Sessions with Marketing / Business Development and CEO regarding:
— Proposition and Positioning
— Exploring new business models (e.g. White label, cloudbased, et cetera).
• Managing external IT / Internet Agency
• Customer Service
• Developing custom Management Information- and Mailing applications for / and in close affiliation with our B2B partners.

Additional Responsibilities:
• “Flying Creative Keep” designing new GAMcards.

About the organization: GAMsystem provided customer registration systems (GAMcard) and loyalty programs to the Hotel And Catering Industry, municipalities, foundations and more.



Customer Care Representative Estate – ING Retail Sales & Service Call
ING Nederland, Amsterdam
DEC ’08 – MAY ’09

Service Representative during rebranding / transition from “Postbank” to ING, consulting & servicing family, notaries and/or friends with regards to bank and savings accounts of customers who’ve passed away.

Note: Hired as an temporary employee via a temporary staffing agency.

[Being a strong Service Design / Customer Intimacy advocate, this was especially interesting as an “in-between / recession” job, as it allowed me to talk directly with the consumers during a major rebranding of a Triple A-brand and experience firsthand (confirming my theory on) the large chasm at large corporations between Promise / Advertising / Branding on the one hand, and Delivering Service / Consumer Perception on the other.]



Account Manager Interactive
ACA/JES Communicatieadviesbureau, Amsterdam
NOV ’07 – APR ’08

Had a multi-disciplinary role at this agency at a time when leading Online colleagues left the team. The online success we’ve managed to achieve together with our clients lies in part in the basic groundwork those team members have laid out in the past.

• Interactive Project- and Account Management for the Royal Dutch Navy key account, co-responsible -together with their own Online / Recruitment department- for their Online Marketing strategy and Online Media-purchase.
• Online Media Strategy / Planning and “sparring partner” for
— Royal Dutch Shell
— Rabobank
• Managing AdWords Accounts for aforementioned clients.

Additional responsibilities:
• Online Evangelist
• Training the Media Executive on (implementing) Interactive Marketing.
• Internal Audit of our custom CMS + Report and recommendations.

Notable Achievements / Results Royal Dutch Navy:
• Fully booked “Infodagen” -Recruitment Days- for the first half of 2008 (key campaign objective).
• Record-breaking amount of applicants in April 2008 (the last record dates back to 2005).
• Conceived three huge web projects, of which two were green lighted and set on track just before I left.
• Recruiting Successfully Awards: 3rd Dutch Recruitment Site 2008 (

About the organization: Rebranded into “ACA Communicatie”, now part of “Steam”.



Content Manager
ID&T Dance-Tunes, Amsterdam
JAN ’07 – AUG ’07

• Directly supporting the General Manager and the Head of Content with acquiring New Business (i.e. record labels).
• Main point of contact for several record labels.
• Drafting / negotiating Licensing-Agreements with record labels.
• Managing the Music Download store, promotions, et cetera.
• Updating the B2B website for record labels and partners.
• Maintain contact with Interactive Agency.
• Writing and managing weekly newsletter (E-mailings in Dutch and English) to over 94.000 addressess.
• Converting, Tagging, Uploading and Managing MP3-tracks.
• Clearing Licenses and Mixing, editing and uploading podcasts for events such as Sensation, Trance Energy and many others.
• Graphic Design.

Additional responsibilities:
• Advising the Marketing Manager with regards to tone-of-voice, staying authentic to our core audiences.
• Consultant / “ear-to-the-ground” regarding:
— A&R
— User Experience & Web Design
— Social Media (EDM community)

Notable Achievements:
• Coined the pay-off “It’s Your Download Store”
• Redesigned E-mailings

Note: part internship.

About the organization: Start-up. Largest Legal Music Dowload Store in the Benelux directly behind iTunes at the time; subsidiary company of leading Dutch dance event organizations ID&T and Q-dance.



Managing Director / founder
Que?! Crossmediabureau b.v., Amsterdam
AUG ’06 – JAN ’07

• Writing Business Plan, Elevator Pitch
• Daily Management of two creative teams
• Project Management
• Account Management
• Managing Project Budgets
• Leading weekly meetings
• “Editor-in-chief” role / copywriting check
• Staying in touch with teachers on a daily basis

Notable Achievements:
Of the 21 “educompanies”, QUE?! was the only one to receive a ++ (A) grade from the Rabobank for my QUE?! Business Plan and Elevator Pitch.

About the organization: QUE?! was an “educompany” with 17 students employed, creating project based “shadow campaigns” whilst pitching against rival Crossmedia Firms.

Assignments for leading Dutch Ad Agencies such as:
• Ogilvy
• Publicis
• KesselsKramer



Project Manager Exposure Support
Sell-Plan Nederland BV, Weesp
FEB ’06 – AUG ’06

• Far East procurement
• Traffic
• Project Manager for various clients (Enterprise and SMB) in
— Telecommunication & Pharmaceutical (premiums)
— Retail (POS)
— World Cup 2006 tie-in merchandise
• SEO consulting for
• Vodafone Nederland
• Casema (now Ziggo)
• Proost&Brand Papier
• Tros / Mooi Weer De Leeuw (Public Television)
About the organization: Sell-Plan offers solutions in two Sales Promotion areas:
• Branded Premiums, Gifts & Merchandise, including Fulfillment and Distribution.
• (Event- and Company) Merchandise.

Note: part internship.



Sales Employee
Praxis DIY – Flagship Store, Amsterdam Zuid-Oost
JUN ’02 – DEC ’06

• Help setting up the Seasonal Shop-in-Shop Stores (Garden Machines, Furniture and Accessories & Christmas), in close conjunction with my Department Manager.
• Order and maintain Shop inventory.
• Maintain contact regarding sales & service with suppliers:
— Bosch
— Kärcher
— Black&Decker
— Weber
— Ubbink
• Training new employees.
• Sales and Customer Service.

Note: part-time from September 2004 onwards due to study and full-time internship / job combo.

About the organization: Praxis Mega & Tuin (Amsterdam South-East) was the Biggest DYI store in The Netherlands at the time and part of retail giant Maxeda (former VendexKBB).



Sales Employee “Oasis” Garden Department
IKEA – Flagship Store, Amsterdam Zuid-Oost
MAY ’01 – APR ’02

• Help designing and setting up the temporary Seasonal Shop-in-Shop Stores (Garden Furniture and Accessories & Christmas), in close conjunction with my Group Leader and the Interior Design department.
• Order and maintain Shop inventory.
• Sales and Customer Service.

About the organization: Location ranked as 11th IKEA store in size & revenue worldwide at the time. Part of the team responsible for rebuilding, as well as running the temporary Garden Department during the major renovation of the Amsterdam store (2000 – 2002).



Team-Leader / Assistant-Manager
Granton Marketing (Triple Dutch Advertising), Groningen
JAN ’00 – FEB ’01

Played a pivotal role in setting up the Groningen branch.
• Taking job interviews
• Coaching & giving Management- and Sales training to the Sales- and Promotion team (approximately 15 to 20 Sales-Promoters and their Leaders)

• Planning Direct Sales-Promotion campaigns in the three northern provinces of the Netherlands for clients such as:
— McDonalds
— FC Groningen
— various local SMB’s such as restaurants, cinemas and barbershops.

• Next to the above still active as a “Canvasser” (Sales-Promoter) on a daily basis.
Notable Achievements:
• Recruiting and building three Sales teams -in conjunction with Management- effectively growing from 4 to 45 team members within the first 2 months.

• High rolling team for seven consecutive weeks in the Netherlands with a weekly revenue north of ƒ12,500 (roughly € 5,672 / $ 8,180).

• Top 5 Benelux office in revenue for 6 consecutive months. (out of a total of 17 offices)
About the organization: An “Offline Groupon, 10 years early” concept. Triple Dutch Advertising Groningen (TDA) was part of Cobra Group Plc. -aka”DS-MAX” in the US.

Specialized in Direct Marketing, Direct Sales- and Promotions, WOM / One-2-One Marketing.

Cobra Group Plc.


Independent Distributor / Canvasser
Granton Marketing (Triple Dutch Advertising), Amsterdam
SEP ’99 – DEC ’99

Direct Marketing, “Canvassing” (Direct Sales- and Promotions), WOM / One-2-One Marketing for the following services in the Greater Amsterdam Area:

• UPC Business subscriptions (B2B)
• Granton Discount Cards for local SMB’s such as restaurants, cinemas and barbershops.
About the organization: An “Offline Groupon, 10 years early” concept. Triple Dutch Advertising Amsterdam (TDA) was part of Cobra Group Plc. -aka “DS-MAX” in the US.

Cobra Group Plc.


Store Clerk
Edah Supermarkten, Amsterdam
APR ’99 – AUG ’99

Sales Employee
Habitat Amsterdam | Classic Art Galleries, Amsterdam
FEB ’99 – MAR ’99


Store Clerk Part-time
Albert Heijn, Amsterdam
NOV ’97 – JAN ’99



2005 – 2008 | Mediacollege Amsterdam – Ma
MBO-4, BOL/4: Media Management

Extracurricular activities:

1) Managing Director “educompany” QUE?! Crossmedia

QUE?! Crossmediabureau is an “educompany” with 17 students employed: Project based “shadow” assignments for Dutch ad agencies such as Ogilvy, Publicis and KesselsKramer whilst pitching against rival Crossmedia Firms.

2a) Internship, Sell-Plan, as Assistant Project Manager Exposure Support
2b) Full-time Job, Sell-Plan, as Project Manager Exposure Support
3a) Internship, Dance-Tunes, as Assistant Head-of-Content
3b) Full-time Job, Dance-Tunes, as a Content Manager
4) Full-time Job, ACA/JES, as Interactive Account Manager
5) Side project,
6) Part-time Job, Praxis DIY, as a Sales Employee


2004 – 2005 | Mediacollege Amsterdam – Ma   (Formerly “GLA”)
MBO-4, BOL/4: Multi Media Design

Extracurricular activities: Initiated side project


1998 – 1999 | Grafisch Lyceum Amsterdam – GLA   (Now “Ma“)
MBO: Graphic Design


1994 – 1998 | CSG Pascal   (Now “Comenius Lyceum Amsterdam“)
HAVO: Dutch, English, French, Biology, Chemistry and Geography


1993 – 1994 | CSG Pascal   (Now “Comenius Lyceum Amsterdam“)




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Wie is Anibal do Rosario (NL)


is een Digital Strategist, continue op zoek naar de ideale balans tussen creativiteit en meetbare resultaten, met een sterke focus op de eindgebruiker.

Creatieve generalist die goed op de hoogte is van de technische (on)mogelijkheden van alles wat interactief is en daardoor een bruggenbouwer tussen diverse disciplines zoals Web Development, Webdesign, Grafisch Vormgeven, SEO, SEA, Customer Service, Marketing en Sales.

Anibal heeft samen met andere ervaren professionals mooie resultaten weten te boeken op diverse (Online) Marketing projecten voor zowel kleinere partijen uit het MKB, als diverse Triple A merken.


Professionele achtergrond

Ervaring heeft Anibal de afgelopen 15 jaar opgedaan met:

  • Retail;
  • Direct Sales & Promotie;
  • Webdesign;
  • Entertainment (Dance);
  • e-Commerce;
  • Identity & Branding;
  • (Online) Marketing Strategieën;
  • Online Product Management.


Ervaring aan bureau- en opdrachtgeverzijde

Anibal heeft zijn Online Marketing ervaring opgedaan door samen te mogen werken met ervaren professionals, in projecten aan bureauzijde voor diverse overheidsorganisaties en Triple A-merken, zoals de Koninklijke Marine, Shell, UWV, Rabobank, Vodafone Nederland en meer.

Daarnaast is hij aan opdrachtgeverzijde actief geweest, zoals bij Tech start-ups (een dochter van ID&T en Q-dance) en GAMcard.


Ontwikkelen van (Online) Marketing Strategieën

Anibal is tevens verantwoordelijk geweest voor het ontwikkelen van de Marketing Strategie en Corporate Identity / Rebranding voor Persoonlijk Zorgnetwerk – het bedrijf achter onder andere, &

Hij heeft deel uitgemaakt van het Online Marketing team bij “eFocus Strategy & Webdesign”. eFocus is door Emerce recentelijk eind 2009 uitgeroepen tot #1 full-service internetbureau.

Anibal is momenteel werkzaam als Online Product Manager bij DTG; voorheen “De Telefoongids & Gouden Gids.

Meer weten? Bekijk hier zijn uitgebreide online CV (Engelstalig), of neem direct contact op met Anibal »


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On Spotify and New Business Models in Music (Amsterdam Dance Event 2009 Column)

If it was up to Spotify co-founder Daniel Ek, the music industry would be embracing the future instead of constantly fighting against it.

The new business model is “a mix between ad-supported music, downloads, subscriptions, merchandising and ticketing where the user comes first and where the key to monetization comes from portability and packaging access rights. If willing to adapt, the music industry could then have the potential to become a $40-50 billion industry…”

…Ek calls out the music industry for expecting to see business models proven “within months of inception. That’s just not how it works.” Reminding us how Apple’s iTunes was not initially the powerhouse it is today: In its first year, iTunes missed its revenue targets by 30% and most label executives doubted its staying power at the time.

The overall point: success in this industry takes time.

Source: ReadWriteWeb – Spotify Co-Founder: Notion of Overnight Success “Misleading and Harmful”


On a similar note Denis Doeland has recently posted a sharp column –in Dutch- on his blog regarding the need for a true sense of urgency and vision regarding licensing fees and innovative business models within the (dance) music industry:

Due to the transition from the physical to the digital age, the economic value of the master has increased by almost a factor 4 and the economic value of the copyright has increased with a factor of approximately 1,5. This is quite peculiar.

Back in the Nineties Dance-labels apparently were content with a lower licensing rate due to the bigger amounts / volumes being sold. Dance-labels apparently used to make do with 5 to 6 Eurocents for each compilation sold.

Furthermore it’s quite peculiar to note that the fees being paid for the master nowadays are up to 2 and even 5 times higher than the those being paid for the copyright itself.

In the ‘physical age’ the Dance-industry was actually a ‘compilation-driven business’. In hindsight it would now seem that, for compilations, one paid for a collection compensation of sorts.

Popular tracks received higher royalty-percentages than the less popular tracks and depending on the commercial success of said compilation the compensation fees would start pouring in. After all, one compilation would fare better than the other.

The numbers mentioned above are food for thought. Does the business model, as used by the Dance-industry, still hold up today? Hasn’t the use of ‘pay-per-unit’ in the Dance-industry become dated?

Translated interpretation from original post in Dutch: Doeland’s Blog- ‘The Dance-industry used to make do with 5 to 6 Eurocents …’


Currently Doeland is Director of IP Services and Internet at Dutch dance event giant ID&T/Q-dance (of, amongst others, Sensation White fame) and also co-founder of He has written two columns touching these subjects earlier this year, both which you can read here (translated from Dutch with Google Translate).

According to Denis, gone are the days of yore when the Electronic Dance Music (EDM) niche was the main innovator within music and in its stead we now deal with record labels unwilling of seeing or proactively taking on the challenge ahead, namely that 95% of all music consumed is done so illegally.

“Recently it became clear that the Dance-industry isn’t really thinking ‘Outside of the box’.

For the umpteenth time in the (close to five years of) existence of Dance-Tunes we’ve received a note from a certain label with the request to arrange it so that customers visiting our site from a certain given country can’t buy the music from the download store of their choosing.

A so-called ‘territorial restriction’.

A customer not originating from the country in which the download store is based may not download his favourite music or the download store may not offer this music to the customer in his own country, but may do so if he’s outside those borders.”

Translated interpretation from original post in Dutch: Doeland’s Blog- Column: Dance-corporations first ‘Out of the Box’, now ‘Back in the Box’?


The confusing situation sketched above is quite ironic as the likes of SoundCloud, iTunes, Last.FM,, Spotify and Dance-Tunes have finally given labels and artists the low-entry platforms and reach to connect with an audience willing to pay, on a global scale. Frictionless and with permission.

Furthermore, I’ve got to second Doeland regarding the irrational rectulance of some labels to cooperate in spreading their content across as many channels as reasonably possible and using the various opportunities to monetize it, while at the same time its these very same labels being the most vocal regarding mainstream media ignoring them and how they’re falling victim to piracy.

Now, personally though I’m an avid fan of EDM (Electronic Dance Music) and other music styles, you’d be hard pressed to find any installed torrent software or illegal content on my hard drive. Indeed, yours truly is dubbed a “Digital Native” or a member of “Generation Y” (being born in ‘81), yet I actually PAY for ALL my entertainment, be it games, music or movies.

Actually, I’m even prepared to travel up to an hour through rainy weather, stand in line for over half an hour, just to get my hands on a shrink-wrapped jewel case, containing nothing more than an optical disk and a stapled bunch of dead trees.

All of this with the knowledge in the back of my head that any colleague or friend of mine would’ve been glad to offer me the music digitally and for free weeks before it’s official country release.

It’s okay, thank you, I’ll wait. It’s worth it. And this is not just a case of N=1, as luckily there are still tens of millions of people like me, including Gen Y, buying entertainment.

If anything, the craze around the late Michael Jackson last summer proved that there’s still life left -no pun intended- in the concept of paying for your entertainment (all under the strict condition that it is made easily available for purchase, and for a fair price of course): people mournfully took their wallets and dug in, in part because his CD’s were all over the place, even down to the local grocery store.

Yet, with regards to EDM –and despite its digital nature- the situation is quite the opposite: I’ve frequently found myself waiting months, or even up to a year before a track could be purchased.

Sometimes the record wouldn’t get released at all, or was made available exclusively for certain territories or download stores, where my wallet or IP address location couldn’t reach it. So much for the internet being international or stateless…

Then, when said release wouldn’t sell (sufficiently), the self-fulfilling prophecy to the eye of the label manager was complete:

“See, I told you people weren’t waiting for this “product”, put in on the front page of obscure download shop X in country Y but only one tune sold, digital music stores don’t work, people only listen to 3 minute radio edits, we need a higher cut, we want an advance, where’s my lawyer, nag, nag, nag…”

Most label managers and representatives still seem to be bereft of any sense of basics such as Time-to-Market, Availability, Distribution, Multi-Channel Marketing, Pricing or Customer Centricity.

As a side note, the latter is a trait common to the whole entertainment sector, yet one they’ve managed to get away with. Until now.

Having worked at a few years back, I recall sitting on the other side of the table, no longer “just” a fan, but as an “insider”, slowly beginning to see –not understand- how on earth it was possible that so many great tunes and artists were not represented and made available legally online in a timely manner: their label management knew of the possibilities, but explicitly refrained from taking advantage of them.

This wasn’t an oversight on their part, it was a deliberate decision.

A decision made not based on data, insights or Business Intelligence, but based on assumptions and emotion, thus de facto spurring illegal file sharing or use of (mobile phone)recorded live sets and performances amongst the community.

After all, how else could these fans relive and enjoy those moments? How else could they gain access to that obscure remix by their favourite DJ/Producer? How else could they share the alleged Magnus Opus of an underground idol and use this to root for support for their upcoming talent of choice?

Let me get this straight: These fans are the core audience, committed ambassadors AND they’re happily willing to let labels part with their money, yet all those labels seem to be able to do is refuse this legal transaction based on invalid argumentation?

Reading the blog posts from both Ek and Doeland it would seem not much has changed over the past two years. All in all a strange paradox and an unnecessary one at that (and it wasn’t about unbalanced licensing fees either, as to my experience at Dance-Tunes at least, everything was negotionable).

Mind you, this is not a column to bash the music industry, it’s a rant by a concerned fan calling and lashing out to not only label moguls but conservative (small) label owners as well.

This column is written by an ambassador, a loyal customer, a paying fan, who wants nothing more but to see musicians succeed; who feels that talent has the right to be heard and should be supported: The very thing that record labels originally set out to do in the first place, right?

Though your “good old days” of getting-rich-quick may be over, at least now you’ll truly get to fulfill your raison d’être.

Music Industry; Indies and the Big Four alike: you need initiatives such as Spotify, Last.FM and (niche, local) download stores more than you realize. And we, the fans, consumers and artists, need you to understand and act on this.

Change your culture, innovate your business model.

Seeing as music and entertainment are known to be one of the main pillars of any culture, and certainly our modern culture today, it would be a fruitful endeavour if you as an industry took a leaf out of the book from leading labels, innovative start-ups, daring pioneers and bold thought leaders.

Make more haste -and take pride(!)- in acting collectively, with a positive, constructive mindset, instead of endlessly debating fickle things such as fees amongst your kin and punishing your fans and propagators (like BUMA did here in The Netherlands).

You’ve spent the last 10 years doing the latter and we all know where and what that has brought you…


[Disclaimer: Though I’ve had the honour of working, in part as a trainee/intern, with Denis Doeland and Peter Hillebrands at Dance-Tunes, I’m currently not tied to them or any company directly aligned to ID&T/Q-dance/Dance-Tunes. I’ve written and posted this column as a music aficionado to tie in with the annually held Amsterdam Dance Event (ADE), which is taking place this week in my home-town of Amsterdam, The Netherlands. Here’s hoping that the various international attendants, regardless if they read this column or not, take these issues to heart, discuss them and take concrete action in 2010 and beyond.]


No comments Social Media Done Right (or About Being Authentic)

Every once in a while something comes along that just… Works.

Click to enlarge and go to a zoomable image of SoundCloudv2

It can be a product or a service that manages to captivate you just for its sheer brilliance. Not by throwing around zillions of options and other complicated stuff, but by being functional and simple.

Really simple.

What’s even more rare to discover is a concept that is -in your eyes- so special that it needs to be heard, seen and talked about. Directly.

That something just came along for me a few minutes ago and I just had to share my thoughts on it and what this means for you, your product or service and your organization.

In this case it’s a website for people that like to dabble with producing (electronic) music, either as a bedroom-producer or as a pro. As some of you may or may not know, I’m quite the audiophile, so when I read about and their waveform-annotation concept on SignalvsNoise (37Signals Blog) this afternoon I just had to go and check it out. #Serendipity soon followed :)

Click to enlarge and go to a zoomable image of Annotations SoundCloud

Note that I was at first purely and only interested by the waveform comment stream idea, wherein you see a visual of a WAV-file and friends or collaborators can leave time based comments on the spot, so the artist gets feedback on exactly which parts of a song sound cool and which parts need, say, a little more mastering to make the bass come out louder etc., etc. This can be shared privately or made public. Already big EDM names such as Funk D’void are using this service and having worked in this industry myself I can assure you that it will be picked up very soon by their respective followers.

 Click to enlarge and go to a zoomable image of Waveform SoundCloud

What struck me as a huge surprise was not only the user friendliness of the site, both in design and in UI, but also the way the site communicates with me as a prospect / first-time user.

If I was a person who happened to be inexperienced with browsing the internet or using apps, this site would be happy to just gently guide me through the whole process, from the beginning. The funny thing is, the very core audience of this service is very tech- and web savvy!

Where to begin? The size of the fonts are big so I don’t need to squint to see them clearly, the color scheme and lay-out are clutter free and “logical”; the user is guided through a flowing process. In short: the usability is tops and I haven’t even started to use the service that this site was built for! (Sometimes you don’t need to or simply can’t rely purely on data; in such cases some common sense & gut feeling can help a long way)

Now the thing that really was the icing on the cake for me was that when I went to my account preferences, it gave me two relevant fields to fill in: My account and my MySpace artist account.

Bang! “The devil is in the detail”. These guys and girls are “in the know”. In that instant moment you just know that this site hasn’t been made or thought up by cynical marketers in conjunction with focus groups, but instead that it was crafted by people who’re obsessed with music just like me and with a lot of LOVE and attention to detail.

Aesthetically and conceptually everything fits together. Make no mistake; insiders recognize this kind of dedication and true devotion from miles away: in other words it’s authentic.

Take away: You can’t create authenticity by pushing a button or hiring a nifty PR spokesperson or consulting firm. You either are perceived by an audience as authentic or not, despite the fact that some marketers and self-proclaimed gurus would have the more gullible amongst us believe otherwise…

If you already know this, then why is that you’re still doing the opposite?

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About Anibal do Rosario

is a Digital Strategist with over 15 years of practical experience with -and theoretical knowledge of- most Costumer Touchpoints within the Customer Life Cycle.

This includes Consultative Sales, Service Design, Graphic Design and (Online) Marketing Strategy.

He’s an online generalist who strongly believes in the power of branding, and has experienced 7 years of interacting face-to-face with consumers on a daily basis (see the extended profile here).

Having a creative (Web) Design background, Anibal’s constantly in search of striking the ideal balance between gut feeling and hard data. He believes that organisations need to look beyond targets or clinical analytics and amaze their customers with excellent Service & User Experience.

Core values: Always Be Testing, “The Product Is The Marketing”, Customer Intimacy, Service Design and last but not least: End-users rule!

Above all, he tries to learn new stuff, every single day.

Anibal is the author of @AnibalDoRosario, an online repository for Internet Marketing & Online Strategy Cases, Facts and Figures.


Professional Background

In the past 14 years Anibal has built experience in:

  • Retail;
  • Direct Sales & Canvassing;
  • Web Design;
  • Entertainment (Dance);
  • E-commerce;
  • Identity & Branding;
  • (Online) Marketing Strategies;
  • Online Product Management.


Agency and Client-side Experience

Anibal has gained his expertise working together with experienced professionals in projects on Agency side for governmental agencies and various Triple A brands such as: The Royal Dutch Navy, Royal Dutch Shell, UWV, Rabobank, Vodafone The Netherlands and more.

Next to that, he’s been active on the client-side working at Tech start-ups (a subsidiary of Dutch entertainment giants ID&T and Q-dance) and GAMcard.


Developing (Online) Marketing Strategies

Anibal has also been responsible for developing the (Online) Marketing Strategy and a new Corporate Identity at Persoonlijk Zorgnetwerk, the holding company behind -amongst others-, and

He was a member of the Online Marketing team at Top 10 Dutch Interactive Agency “eFocus Strategy & Webdesign”. In december 2009 eFocus has been proclaimed as the #1 full-service interactive agency in the Netherlands by Emerce Magazine, a Dutch E-commerce & New Media Industry magazine.

Anibal currently works as an Online Product Manager at DTG; a new media company formerly known as the “De Telefoongids” Directory (Dutch Yellow Pages & White Pages).

More details? Visit Anibal’s Extended Online Résumé here »


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