Web Marketing for the Music Business, 2nd Edition

Chapter 3

Overall Music Marketing Strategy

Marketing an artist or any recorded music product involves a marketing plan with several elements; the resources available for marketing and the particular marketing goals of the project dictate the relative importance of each element. For instance, a local band with limited resources should probably focus more on developing a market in the geographic area where the artist performs, whereas an international star should focus more on the mass media and wide distribution. The components currently being used to market artists include the following:

•  Publicity

•  Advertising

•  Radio promotion

•  Retail promotion

•  Music videos

•  Grassroots marketing

•  Internet marketing

•  Tour support

•  Special ...