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Marketing Recorded Music
How Music Companies Brand and Market Artists
Preview
Book Description
This fourth edition of Marketing Recorded Music is the essential resource to help you understand how recorded music is professionally marketed. Updated to reflect the digital era, with new chapters on emerging media, streaming, and branding, this fourth edition also includes strategies for independent and unsigned artists. Fully revised to reflect international marketing issues, Marketing Recorded Music is accompanied by a companion website with additional online resources, including PowerPoints, quizzes, and lesson plans, making it the go-to manual for students, as well as aspiring and experienced professionals.
Table of Contents
List of Figures
List of Tables
List of Contributors
Acknowledgements
Chapter 1 Introduction
Why Sign to a Record Label
Revenue Streams
Music Everywhere
The New Deal
Publishing
Touring and Merchandise
Chapter 2 Marketing Concepts
Selling Recorded Music
What is Marketing
The Marketing Mix
Product
Product Positioning
The Product Lifecycle
The Diffusion in Innovations and Adopter Categories
Influences on Adoption
Hedonic Responses to Music
Pricing Strategies
Chapter 3 Segmentation and Consumer Behavior
Markets and Market Segmentation
Segmentation Criteria
Market Segments
Geographic Segmentation
Demographic Segmentation
Multivariable Segmentation
Psychographic Segmentation
Personality Segmentation
Behavioral Segmentation
Product Usage
Benefits Sought
Brand Loyalty
User Status
The Millenial Generation
Target Markets
Consumer Behavior and Purchasing Decisions
Needs and Motives
Converting Browsers to Buyers
High and Low Involvement Decision Making
Decision Making Process
Cognitive vs Emotional Decisions
Chapter 4 Research
Introduction
Research and the Music Industry
Types of Research
Overarching Research Issues: Validity and Reliability
The Research Process
Online Survey Tools
Disadvantages of Online Surveys
Syndicated Research
Custom Research Firms
Chapter 5 Branding
Branding Basics
Successfully Building a Strong Brand
Successfully Leveraging the Artist’s Brand
Finding the Right Brand Partner
Chapter 6 U.S. Industry Numbers
Sales Trends
Sales Trends and Configurations
Annual Sales Trends
Genre Trends
Demographic Trends
Age
Gender
Market Share of the Majors and Indies
Comparison of All and Current and Catalog Albums
Catalog Sales
Chapter 7 Label Operations
Label Operations
Getting Started as an Artist
Business Affairs
Artist and Repertoire: How Labels Pick and Develop Artists
Discovering Artist
Producers and A&R Scouts
Attorneys and A&R
Publishers and A&R
Reality TV
How Artist get on the A&R Radar
Build a Social Media Presence
Perform Perform Perform
Give Away Free Music
Make Professional Connections
Fitting In
Repertoire - A&R After The Signing
Production Manager / Artist Development
Creative Services
Publicity
Radio Promotion
Sales and Marketing
Digital Media / Marketing
Independent Labels
Chapter 8 The Marketing Plan
Who Get the Plan
The Classic Business School Marketing Plan
What’s in the Record Company Marketing Plan
Sections of the Plan
Timing
The Importance of Street Date
Chapter 9 Distribution and Sales
Introduction
Traditional Distribution
The "Big 3" Consolidation and Competition
Vertical Integration
Major Distribution Organizations
Independent Distributors - The Aggregators
Music Supply to Retailers
Retail Store Profiles
Role of Physical Distribution
How the Money Flows
Forecasting
Top 10 Revenue Generators
Metadata
Timeline
Retail Considerations
Inventory Management
Retail Promotion
Trade Association
Chapter 10 Streaming
The Business of Streaming
Market Share
The Business Model
How Playlists Work
Spotify
Apple Music
Pandora
Amazon
Chapter 11 Radio
The State of Radio
The Value of Radio
The Business
The Radio Broadcasting Industry
Radio Station Staffing
Format Clock
Radio Audiences
Radio Formats
Targets of Radio Formats
What is Important to Programmers
Ratings, Research and Terminology
Radio Programming Research
Satellite Radio
HD Radio
Internet Radio
Getting Airplay
Promotion and Airplay
Radio Promotion
History of Payola
Getting a Song on the Radio
Radio Promotion
Satellite Radio Promotion
Chapter 12 The Charts and Music Connect
The History of Trade Magazines
The Importance of Charts
Creating the Charts
Understanding the Billboard Charts
MediaBase
Spotify Charts
YouTube
iTunes
Apple Music
Amazon
Other Charts that Measure Popularity
Additional Sources to Track Music
A Deeper Dive into Nielsen
History
Industry Terms
A Look at Music Connect Data - The Charts
The Billboard Top 200
The Billboard Top 200 Song Consumption
Distribution Market Share
Genre Percentage
DMA Percentage of Business
Overall Sales by Format, Store Strata, and Product Configuration by Time Period
Dashboard Look at Artist Single
Dashboard Look at Artist Album
Top Performing Markets by Album Rank
Chapter 13 Publicity
Publicity Defined
History
Label vs. Indie Publicist
Tools of the Publicist
The Press Kit and EPK
Photos and Videos
Press Release
The Biography
Press Clippings
Publicity and Branding
The Publicity Plan
Budgets for Money and Time
Outlets for Publicity
What to send
Where to send it
Television Appearances
Charities and Public Services
Bad Publicity
Chapter 14 Digital Marketing
Social Media - connecting with fans
Social Media vs. Social Media Marketing
Social Media Strategy
Social Media Best Practices
Best Practices by Platform
How Social Media Algorithms Work
Live Streaming
Social Media Management and Listening Tools
Popular Social Media Management Tools
Content Marketing
SEO
Mobile / Texting
Blogging
Email Marketing
Chapter 15 Paid Media
Paid Media Basics
Consumer Media
Target Audience
Media Strategy
Media Options
Digital
Radio
Additional Paid Media Opportunities
Television
OOH
Billboards
Direct Mail
Mobile/Texting
Trade Advertising
How Advertising Effectiveness is Measured
Advertising Purchase
Chapter 16 Artist Support and Tour Sponsorship
Artist Income
Tour Support
Tour Sponsorship
Festival Sponsorship
Products in the Music
The Benefits
Soundtracks and Compilations
Product Extensions and Retail Exclusives
Artists in the Virtual World
Chapter 17 Merchandise
Who, What, and When Merch Sells
Why Does Tour Merchandise Sell
Designing Merch That Sells
What Fans Want….that we can make
Merchandise Decisions that Impact Sales
Designing Great Merch
Event Merchandise Operations
Decisions that Impact Profit and Sustainability
Inventory management
Forecast Demand and Revenue
Merchandise Sales on Tour
What Else Makes a Difference On Tour
Selling Merchandise Online
Increasing Average Order Size / Order Volume
Leveraging Offer
Pre-order Campaigns
VIP Packages
Protecting Brand Equity - Knock-offs and Unofficial Merchandise
Index
Author(s)
Biography
Tammy Donham is Associate Professor of Recording Industry Studies at Middle Tennessee State University. She frequently teaches online courses and was the recipient of the 2016 Outstanding Achievement in Instructional Technology Award. Donham is a graduate of Leadership Music (class of 2012), as well as a member of the Country Music Association.
Amy Sue Macy, Professor in the Department of Recording Industry at Middle Tennessee State University, received both her undergraduate degree in music education and her master's degree in business administration from Belmont University. For 15 years, she worked for various labels, including MTM, MCA, Sparrow Records, and the RCA Label Group.
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 the Vice President of Marketing at Centaur Records, Inc., where he also engineered and produced many projects, including recordings by the Philadelphia Trio and the London Symphony Orchestra.
Reviews
"A definitive resource for teaching marketing and promotion in the music industry, professors should consider adding this as required text for their course"
Terrance Tompkins, MBA, Program Coordinator/Assistant Professor, Hofstra University