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Record Label Marketing offers a comprehensive look at the
inner workings of record labels, showing how the record labels connect
commercial music with consumers. In the current climate of selling music
through both traditional channels and new media, authors Tom Hutchison,
Paul Allen and Amy Macy carefully explain the components of the
contemporary record label's marketing plan and how it is executed. This
new edition is clearly illustrated throughout with figures, tables,
graphs, and glossaries, and includes a valuable overview of the music
industry.
Record Label Marketing has become essential reading for current and
aspiring professionals, and for music business students everywhere. The
book also has a companion website located at
www.recordlabelmarketing.com.
Review
'I have been teaching
music marketing for nearly a decade and until now I was never satisfied
with the texts that were available. This book covers everything you need
to know if you are going to do marketing in the industry. The overview
of marketing gives the reader the basics and then Hutchison et al take
you into just the right level of detail on how it's done in the
industry. With all the examples and illustrations it doesn't read like a
text book. By the time you finish reading Record Label Marketing you'll
be able to create your own marketing plan for your own CD.'
Dr. Clyde Rolston
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Record Label Marketing.
* Gives you an exclusive and complete look at SoundScan and how it is
used as a marketing tool
* Presents essential information on uses of new media, label publicity,
advertising, retail distribution, and marketing research by record
labels
* Offers insight into how successful labels use videos, promotional
touring, and special products to build revenue
* Includes important specialized marketing strategies using the tools of
grassroots promotion and international opportunities
* Reveals how labels are managing within their transitional digital
industry
* Looks to the future of the music business - how online developments,
technological diffusion, and convergence and new markets continue to
reshape the industry.
* Builds knowledge, learn the basics of
the marketing mix, market segmentation and consumer behavior
* Gives essential marketing strategies, understand grassroots promotion,
and Internet/ New Media as well as international opportunities
* Gives vital information on label publicity, advertising, retail
distribution and marketing research.
Contents
1. The Basics of Marketing
2. Market Segmentation and Consumer Behavior
3. The Industry Numbers
4. Marketing Research
5. Record Label Operations
6. Profit and Loss Statement
7. SoundScan and the Music Business
8. How Radio Works
9. Charts, Airplay and Promotion
10. Publicity of Recorded Music
11. Advertising in the Recording Industry
12. Distribution
13. Music Retail Environment
14. Internet Marketing /Grassroots Marketing
15. Music Videos
16. International Marketing
17. Tour Support ? Promotional touring
18. Special Products and Special Markets
19. The Recording Industry of the Future
20. The Marketing Plan |
