ISBN-10:
0415715148
ISBN-13:
9780415715140
Pub. Date:
11/26/2015
Publisher:
Taylor & Francis
Record Label Marketing: How Music Companies Brand and Market Artists in the Digital Era / Edition 3

Record Label Marketing: How Music Companies Brand and Market Artists in the Digital Era / Edition 3

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Overview

Record Label Marketing, Third Edition is the essential resource to help you understand how recorded music is professionally marketed.

Fully updated to reflect current trends in the industry, this edition is designed to benefit marketing professionals, music business students, and independent artists alike.

As with previous editions, the third edition is accessible for readers new to marketing or to the music business. The book addresses classic marketing concepts while providing examples that are grounded in industry practice.

Armed with this book, you’ll master the jargon, concepts, and language to understand how music companies brand and market artists in the digital era.

Features new to this edition include:


  • Social media strategies including step-by-step tactics used by major and independent labels are presented in a new section contributed by Ariel Hyatt, owner of CYBER PR.

    An in-depth look at SoundScan and other big data matrices used as tools by all entities in the music business.
  • An exploration of the varieties of branding with particular attention paid to the impact of branding to the artist and the music business in a new chapter contributed by Tammy Donham, former Vice President of the Country Music Association.
  • The robust companion website, focalpress.com/cw/macy, features weblinks, exercises, and suggestions for further reading. Instructor resources include PowerPoint lecture outlines, a test bank, and suggested lesson plans.

Product Details

ISBN-13: 9780415715140
Publisher: Taylor & Francis
Publication date: 11/26/2015
Edition description: Revised
Pages: 492
Sales rank: 588,435
Product dimensions: 7.50(w) x 9.20(h) x 1.00(d)

About the Author

Amy Macy is Professor in the Department of Recording Industry at Middle Tennessee State University. She is the recipient of the Distinguished Educator in Distance Learning and the Outstanding Achievement in Instructional Technology. She has worked for labels including MTM, MCA, Sparrow Records, and the RCA Label Group where she marketed Martina McBride, Kenny Chesney, and Alabama. Amy was responsible for national retail sales at Walmart, Kmart, Target, and Best Buy, while coordinating marketing strategies nationally with RCA’s distributor Bertelsmann Music Group. She has been an artist in residence at the Country Music Hall of Fame.

Clyde Philip Rolston is Professor of Music Business in the Mike Curb College of Entertainment and Music Business at Belmont University. Prior to joining the faculty at Belmont University he was a Vice President of Marketing at Centaur Records, Inc. While with Centaur Records, Dr. Rolston engineered and produced many projects, including recordings by the Philadelphia Trio and the London Symphony Orchestra. He is an active member of the Music and Entertainment Industry Educators Association. Dr. Rolston received a Ph.D. in Marketing from Temple University and has taught marketing to music business students for twenty years.

Paul Allen is Associate Professor in the Department of Recording Industry at Middle Tennessee State University and co-author of Record Label Marketing, also published by Focal Press. He is also a frequent lecturer at other universities on artist management and other music business subjects. His career work has included radio, TV, political management, and the music business.

The late Tom Hutchison was a professor of marketing in the Department of Recording Industry at MTSU, but was on leave to serve as the director of the School of Business and Management at Husson University. He worked with a wide range of popular artists including Faith Hill, The Dixie Chicks, The Roots, and Beck. Tom also conducted market research projects for Sony, MCA/Universal, DreamWorks, and Warner Music Group.

Table of Contents

RECORD LABEL MARKETING

3RD EDITION

HALF TITLE PAGE

TITLE PAGE

DEDICATION/

TOC


  1. INTRODUCTION
  2. What is success in the Music Business?

    What creates success?

    Music within the Entertainment Industry

    Branding

    So Who Zooms Who

    Record Label Survival Today

    The 360 Deal

    Music as a Tool

    Publishing

    2013 Royalty Breakdown

    Ticket Sales and Concert Revenue

    References

  3. MARKETING CONCEPTS
  4. Selling Recorded Music

    What Is Marketing?

    The Marketing Mix

    Product

    Product Life Cycle

    Diffusion of Innovations

    AIDA

    Hedonic responses to music

    Price

    Cost Base Pricing

    Competition Base Pricing

    Value-Based Pricing

    Crowdfunding

    Name Your Own Price

    Promotion

    Strategies: Push v. Pull

    Place

    Distribution Systems

    Types of Distribution Systems

    Retail

    Price and Positioning

    Are the Four P’s Dead?

    Summary

    Glossary

    References

  5. MARKETING SEGMENTATION
  6. AND CONSUMER BEHAVIOR

    Markets and Market Segmentation

    Market Segmentation

    Market Segments

    Geographic Segmentation

    Demographic Segmentation

    Multivariable Segmentation

    Psychographic Segmentation

    Personality Segmentation

    Behavioral Segmentation

    Product Usage Segmentation

    Segmentation Based on Benefits

    Sought

    Brand Loyalty

    User Status

    The Millennial Generation

    Target Markets

    Consumer Behavior and Purchasing Decisions

    Needs and Motives

    Coverting Browsers to Buyers

    High and Low-Involvement Decision Making

    Decision Making Process

    Cognitive vs. Emotional Decisions

    Conclusion

    Glossary

    References

  7. MARKET RESEARCH
  8. Introduction

    Research in the Music Industry

    Types of Research

    Validity and Reliability

    The Research Process

    Problem Definition

    Data Collection Methods

    Data Collection

    Data Analysis

    Syndicated Research

    Custom Research Firms

    Tracking Consumer Behavior on the Web

    Conclusion

    Glossary

    References

  9. BRANDING IN THE MUSIC BUSINESS
  10. Introduction

    History of Branding

    Branding Basics

    Brand Architecture

    Branded House

    House of Brands

    Endorsed Brands

    Sub-Brands

    Branding in the Music Business

    Successfully Creating an Artist’s Brand

    Defining the artist and developing a brand identity

    Defining the artist’s audience

    Promoting and Building the Brand

    Strong brands are authentic and consistent

    Strong brands are active

    Strong brands develop a deep connection with consumers

    Maintaining the Brand

    Monitoring what is being said

    Protecting the brand

    Linking brands to build brand equity

    The Role of Corporate Partnerships in the Music Industry

    From the Brand’s Perspective

    From the Record Label’s Perspective

    From the Artist and Manager’s Perspective

    Finding the right brand partner

    The Importance of Brand Fit

    Cause Marketing with a brand

    The future of music partnerships

    Artist-owned brand opportunities

    Product placement in videos

    True Partnerships

    Conclusion

    Glossary

  11. MARKETING PLAN
  12. Introduction

    Who Gets The Plan

    What’s In the Plan

    Sections of the Plan

    Timing

    The Importance of Street Date

    Marketing Strategy

    SWOT Analysis

    Conclusion

    Glossary

  13. INDUSTY NUMBERS
  14. LABEL OPERATIONS
  15. Introduction

    Getting Started as an Artist

    Business Affaird

    Artist & Repertoire: How Labels Pick and Develop Artists

    Discovering Artists

    Producers as A&R Men

    Attorneys and A&R

    Publishers and A&R

    American Idol, The Voice and Other Reality TV

    Fitting In

    Repertoire

    Artist Development/Relations

    Creative Services

    Publicity

    Radio Promotion

    Sales and Marketing

    Partnership and Branding

    Social Media

    Independent Labels

    Conclusion

  16. RECORD LABEL FINANCES
  17. Introduction

    SRLP

    Card Price

    Discount

    Gross Sales

    Distribution Fee

    Gross Sales After Fee

    Return Provision

    Net Sales After Return Reserve

    Returns Reserve

    Gross Physical Sales

    Gross Digital Units/Albums and Singles

    Gross Streaming Revenue

    Non-Interactive

    Interactive

    Total Net Sales

    Cost of Sales

    Gross Margin Before Recording Costs

    Recording Costs

    Gross Margin

    Marketing Costs

    Account Advertising

    Advertising

    Video Production

    Artist Promotion

    Independent Promotion and Publicity

    Media Travel

    Album Art

    No Charge Records

    Contribution to Overhead (Profit)

    Project Efficiency and Effectiveness

    Return Percentage

    SoundScan and Sell Off

    Percentage of Marketing Costs

    As a Predictor Equation

    Break-Even Point

    A Look at Real P&L Statements

  18. PUBLICITY
  19. Introduction

    Publicity Defined

    History

    Label vs. Indie Publicist

    Tools of the Publicist

    The Press Kit an EPK

    Photos and Videos

    Press Release

    Anatomy of a Press Release

    The Biography

    Press Clippings

    Publicity and Branding

    The Publicity Plan

    Budgets for Money and Time

    Outlets for Publicity

    Internet

    Television Appearances

    Award Shows

    Charity Shows

    Bad Publicity

    Conclusion

    Glossary

  20. SOCIAL MEDIA
  21. The Concept of Tribes

    Your Website Is Your Front Door

    Nine Steps To A Great Home Page

    Newsletters

    Greeting: Make It Personal

    Guts: The Body of the Newsletter

    Getting: Putting Readers Into Action

    Facebook

    Facebook Questions That Always Get Asked

    Personal Page AND Fan Page

    Facebooks New Reality

    Facebook Analytics

    Facebook Fan Page Setup

    Facebook Takeaways

    YouTube

    A Social Network

    Optimizing you YouTube Channel

    Official Youtube Playbook for Musicians

    Youtube Takeaways

    Twitter

    Artist’s Handle

    Twitter How To’s

    Increasing Twitter Followers

    Twitter Analytics

    Twitter Takeaways

    Instagram

    App Synopsis

    Pinterest

    App Synopsis

    Pinterest takeaways

    Blogs

    Reasons to do it

    Top Seven Reasons

    Blogging Takeaways

    Conclusion

  22. THE BUSINESS OF RADIO
  23. Introduction

    The Business

    The Radio Broadcasting Industry

    Radio Station Staffing

    Radio Audiences

    Radio Formats

    Targets of Radio Formats

    The Format Clock

    What is important to programmers

    Ratings Research and Terminology

    Radio Programming Research

    The Changing Face of Radio

    Satellite Radio

    HD Radio

    Internet Radio

    Getting Airplay

    Glossary

  24. PROMOTION, AIRPLAY AND THE CHARTS
  25. Introduction

    Radio Promotion

    Promotion

    Promotion

    History

    Getting a recording on the radio

    Big Data Application

    Label Record Promotion and Independent Promoters

    Satellite Radio Promotion

    The Charts

    The History of Trade Magazines

    The Importance of Charts

    Creating the Airplay Charts

    Broadcast Data Systems (BDS) and Billboard Charts

    Understanding the Billboard Charts

    MediaBase

    Other Charts

    CMJ

    iTunes

    Amazon

    YouTube

    Other sources to track music popularity

    Glossary

  26. MUSIC VIDEO
  27. Video Production and Promotions

    History of the Music Video

    The Music Video Today

    Budgeting and Producing the Music Video

    Uses for the Music Video

    The Importance of Video in Viral Marketing

    Sales and Licensing

    Video Streaming as a Source of Income

    Programming

    Label Staffing

    Beyond the Music Video

    Video is Everywhere

    Glossary

  28. DISTRIBUTION AND RETAIL
  29. Introduction

    The Big 3 and more

    Vertical Integration

    Music Supply to Retailers

    Role of Distribution

    National Structure

    Timeline

    One Sheet: The Solicitation Page

    Consolidation and Market Share

    Digital Distribution – waiting on 2014 year end data….

    Digital Revenue

    Future Trends

    Distribution Value

    The Music Retail Environment

    Marketing and the Music Retail Environment

    Music Business Association

    Retail Consideration

    Purchasing Music for the Store

    Inventory Management

    Turns and Returns

    Promotion

    Top 10 Accounts and Forecasting

    Digital and Digital Aggregators

    Pricing

    Margin and Markup

    Where the Money Goes

    Store Target Market

    Indie Music Retailers

    Chain Stores

    Electronic superstores

    Mass Merchants

    Internet Marketing and Sales

    Glossary

  30. TECHNOLOGY
  31. Introduction

    Big Data

    Entertainment and Big Data

    Nielsen

    Terminology

    Billboard and SoundScan

    SoundScan Data

    The Charts

    Top 200

    Year To Date

    Hot 100

    Hot Digital Tracks

    Marketing Reports

    Label Share Report

    DMA / Genre Report

    National Sales Summary

    Border City Media’s BuzzAngle Music

    Introduction

    Data Suppliers

    The Data and Charts

    Album Project Ranking

    Dashboards by Artist

    Industry Data

    Seasonality

    Lifecycles

    DMAs and Market Efficiencies

    Other Tools within the Industry

    Analytics

    Next Big Sound

    Big Champagne

    Direct-to-Consumer

    TopSpin

    BandCamp

    ReverbNation

    Charts

    iTunes

    Lastfm

    Appendix to Chapter 16

    Glossary

  32. TOUR SUPPORT AND SPONSORSHIP
  33. Introduction

    Tour Support

    Tour Sponsorship

    Products in the Music

    Branded Music

    Lifestyle

    The Benefits

    Soundtracks and Compilations

    Enhancing Careers

    Product Extensions and Retail Exclusives

    Brand Partnerships

    Glossary

  34. GRASSROOTS
  35. Grassroots Marketing

    The power of the word-of-mouth

    Forms of word-of-mouth marketing

    Street Teams

    Guerilla Marketing

    Online "guerilla" tactics

    Tools for street teams

    Guerilla Tactics

    Glossary

  36. ADVERTISING
  37. Basics of Advertising

    Consumer Advertising: The Media Buy

    Comparison of Media Options for Advertising

    Television Advertising

    Print Advertising

    Newspapers

    Radio Advertising

    Out-of-Home Advertising

    Direct Mail

    Mobile Advertising

    Online or Digital Advertising

    Search Engine Advertising

    Contextual Advertising

    Media Planning

    How Advertising Effectiveness is Measured

    Coordinating with Other Departments

    Glossary

  38. EPILOGUE

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