CHAPTER 18

Strategic Marketing and Special Products

Amy Macy

In an era when retail floor space dedicated to music CDs is diminishing, when the single — specifically the file — is fast becoming the music format of choice, and consumers have so many options when it comes to spending their entertainment dollars, record labels are looking to monetize their assets in as many ways as possible. The “recording,” along with the artist who produced it, has become marketable in so many more ways, via the use of Internet, licensing agreements, cross-merchandising, and using the artist’s other talents to magnify and exploit all money-making opportunities, with dedicated label staff to mine these possibilities. ...

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