Description
Record Label Marketing provides clear, in-depth information on corporate marketing processes, combining marketing theory with the real world "how to" practiced in marketing war rooms. This industry-defining book is clearly illustrated throughout with figures, tables, graphs, and glossaries. Record Label Marketing is essential reading for current and aspiring professionals and students, and also offers a valuable overview of the music industry.
Record Label Marketing...Builds your knowledge base by introducing the basics of the marketing mix, market segmentation and consumer behavior
Gives you the tools necessary to understand and use SoundScan data, and to successfully manage the budget of a recorded music project
Presents vital information on label publicity, advertising, retail distribution and marketing research
Introduces you to industry resources like NARM, RIAA, and the IFPI
Offers essential marketing strategies including grassroots promotion and Internet/new media, as well as highlighting international marketing opportunities
Reveals how successful labels use video production, promotional touring and special products to build revenue
Looks to the future of the music business-how online developments, technological diffusion, and convergence and new markets are continually reshaping the industry
This guide is accompanied by a website, www.recordlabelmarketing.com, which offers interactive assignments to strengthen your knowledge as well as updates on the latest news, industry figures and developments.
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