Chapter 10

Finding Your Market

Perhaps the most important aspect of marketing involves finding and getting to know your market. On the most basic level, markets can be segmented into three sections: (1) fans and current users, (2) potential fans and users, and (3) those people who are not considered part of the target market. Perhaps this third group includes people who cannot or will not consume your products. For music, that may mean people who do not particularly care for the genre that your artist represents. It may include people who do not consume music, people who are unwilling to pay, and those without access to become consumers. For example, there have been midlevel and star-level recording artists who have enjoyed a fan base that includes ...

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