Book description
Record Label Marketing offers a comprehensive look at the inner workings of record labels, showing how the record labels connect commercial music with consumers. In the current climate of selling music through both traditional channels and new media, authors Tom Hutchison, Paul Allen and Amy Macy carefully explain the components of the contemporary record label's marketing plan and how it is executed. This new edition is clearly illustrated throughout with figures, tables, graphs, and glossaries, and includes a valuable overview of the music industry.
Record Label Marketing has become essential reading for current and aspiring professionals, and for music business students everywhere. The book also has a companion website located at www.recordlabelmarketing.com.
Record Label Marketing.
* Gives you an exclusive and complete look at SoundScan and how it is used as a marketing tool
* Presents essential information on uses of new media, label publicity, advertising, retail distribution, and marketing research by record labels
* Offers insight into how successful labels use videos, promotional touring, and special products to build revenue
* Includes important specialized marketing strategies using the tools of grassroots promotion and international opportunities
* Reveals how labels are managing within their transitional digital industry
* Looks to the future of the music business - how online developments, technological diffusion, and convergence and new markets continue to reshape the industry
Table of contents
- Front Cover
- HalfTitle
- Title Page
- Copyright
- Contents
- Acknowledgements
- CHAPTER 1 Marketing Concepts and Definitions
- CHAPTER 2 Markets, Market Segmentation, and Consumer Behavior
- CHAPTER 3 The U.S. Industry Numbers
- CHAPTER 4 Marketing Research
- CHAPTER 5 Record Label Operations
- CHAPTER 6 The Profit and Loss Statement
- CHAPTER 7 SoundScan and the Music Business
- CHAPTER 8 How Radio Works
-
CHAPTER 9 Charts, Airplay, and Promotion
- The charts
- The history of trade magazines
- The importance of charts
- Broadcast Data Systems (BDS) and Billboard charts
- Understanding the Billboard charts
- MediaBase 24/7
- Radio promotion
- Promotion
- Promoting
- History
- Getting a recording on the radio
- Label record promotion and independent promoters
- Satellite radio promotion
- Appendix
- Glossary
- Bibliography
-
CHAPTER 10 Publicity of Recorded Music
- Label publicity
- Publicity in the music business—a historical perspective
- The label publicity department
- Tools of the label publicity department
- Evaluation of publicity campaigns
- Target marketing through the publicity plan
- Ezines
- Resources for Ezines and distribution of press releases
- The publicity plan
- Budgets for money and time
- Television appearances and news shows
- Comparing publicity and record promotion
- Glossary
- Acknowledgments
- Bibliography
- CHAPTER 11 Advertising in the Recording Industry
-
CHAPTER 12 Music Distribution and Retailing
- Introduction
- The Big and more
- Music supply to retailers
- Role of distribution
- Conglomerate distribution company structure as it relates to national retail accounts
- Timeline
- One sheet: The solicitation page
- Consolidation and market share
- Digital distribution
- Distribution value
- The music retail environment
- Retail considerations
- Glossary
- Bibliography
- CHAPTER 13 Grassroots Marketing
- CHAPTER 14 New Media Marketing
- CHAPTER 15 Music Videos
- CHAPTER 16 The International Recording Industry
- CHAPTER 17 Tour Support and Promotional Touring
- CHAPTER 18 Strategic Marketing and Special Products
- CHAPTER 19 The Recording Industry of the Future
- CHAPTER 20 The Marketing Plan
- Index
Product information
- Title: Record Label Marketing, 2nd Edition
- Author(s):
- Release date: July 2012
- Publisher(s): Focal Press
- ISBN: 9781136124457
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