Record Label Marketing, 3rd Edition

Chapter 5The Value of Branding in the Music Business

Contributed by Tammy Donham

Contents

History of Branding

Branding Basics

Brand Architecture

Branding in the Music Industry

Successfully Creating an Artist’s Brand

Defining the Artist and Developing a Brand Identity

Defining the Artist’s Audience

Promoting and Building the Brand

Maintaining the Brand

The Role of Corporate Partnerships in the Music Industry

Finding the Right Brand Partner

Cause Marketing with a Brand

The Future of Music Partnerships

Conclusion

Glossary

References

Tammy Donham received her undergraduate degree in Marketing from Western Kentucky University and her Master’s degree in Business Administration from Middle Tennessee State University. Donham worked for Fruit of the ...