CHAPTER 3Brand You

CHAPTER OVERVIEW

In this chapter you will examine the historic evolution of today’s music artists and how they are increasingly being referred to as brands, with significant market value beyond the tradition of pure musical creation and performance. Professor Ray Sylvester, a faculty member in music brand and marketing management at Buckinghamshire New University, U.K., provides a guest chapter on the changing nature and value of the music product and the development of the personal music brand of an artist. At the conclusion of the chapter, you will understand the complex web of communication that exists for an artist to successfully market her personal music brand.

KEY TERMS

  • ‘Clicks’ over ‘bricks’
  • Direct distribution ...

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