Synopses & Reviews
Learn how to break into the business and effectively market recorded music. Record Label Marketing provides clear, in-depth information on corporate marketing processes, combining theory with helpful practical examples. Easy to read and well-presented, this unique text is clearly illustrated throughout with industry figures, tables, graphs, glossaries and example marketing plans. Ideal for students and aspiring professionals, this essential resource also offers a valuable overview of the music industry.
Record Label Marketing:
* explains the marketing mix, marketing segmentation and consumer behaviour
* analyses market share of the record labels and shows how to use the RIAA, NARM and Soundscan data
* presents key information on understanding profit and loss, publicity, advertising, retail and distribution
* offers essential marketing strategies including grassroots, internet, international and research methods
* suggests how to use video production, promotional touring and special products to market your artist
* looks to the future of the music business - how online developments, technological diffusion and convergence and new markets are reshaping the industry
Accompanying website www.recordlabelmarketing.com offers interactive assignments to strengthen your knowledge as well as updates on the latest news, industry figures and developments.
Review
"The book delves inside such a wide spectrum of techniques that it could be invaluable in giving you a leg up. From grassroots and internet marketing to advertising, publicity and distribution, this tome could never be described as an easy read, but over the course of 400 pages it should give you a good platform to plan your domination of the known music world!" - Future Music
Table of Contents
Market, concepts and Definition; Markets, Market Segmentation and Consumer Behavior; The US Industry Numbers; Record Label Operations; The Profit and Loss Statement; SoundScan and the Music Business; How Radio Works; Charts, Airplay and Promotion; Publicity of Recorded Music; Advertising in the recorded Industry; Distribution; The Music Retail Environment; Grassroots Marketing; Internet Marketing; Music Videos; The International Recording Industry; Tour Support and Promotional Touring; Special Products and Special Markets; Marketing Research; The Recording Industry of the Future; The Market Plan; Example Marketing Plan