Record Label Marketing

How Music Companies Brand and Market Artists in the Digital Era
3. New Auflage 2015
ISBN: 978-0-415-71515-7
Verlag: Taylor & Francis Ltd

Buch, Englisch, 472 Seiten, Format (B × H): 244 mm x 199 mm, Gewicht: 1062 g

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.

Zielgruppe

Professional Practice & Development

Autoren/Hrsg.

Rolston, Clyde Philip (Belmont University)

Macy, Amy

Hutchison, Tom

Hutchison, Tom (formerly Department of Recording Industry, Middle Tennessee State University, USA. Now deceased.)

Allen, Paul

Allen, Paul (Associate Professor, Middle Tennessee State University)

Rolston, Clyde

Fachgebiete

• Technische Wissenschaften Sonstige Technologien | Angewandte Technik Akustik, Tontechnik

Inhaltsverzeichnis

RECORD LABEL MARKETING
3RD EDITION

HALF TITLE PAGE
TITLE PAGE
DEDICATION/
TOC

INTRODUCTION

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

MARKETING CONCEPTS

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

MARKETING SEGMENTATION

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



MARKET RESEARCH

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

BRANDING IN THE MUSIC BUSINESS

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



MARKETING PLAN

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



INDUSTY NUMBERS

LABEL OPERATIONS

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

RECORD LABEL FINANCES

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

PUBLICITY

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







SOCIAL MEDIA

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








THE BUSINESS OF RADIO

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

PROMOTION, AIRPLAY AND THE CHARTS

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




MUSIC VIDEO

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

DISTRIBUTION AND RETAIL

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






TECHNOLOGY

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

TOUR SUPPORT AND SPONSORSHIP

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

GRASSROOTS

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

ADVERTISING

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




EPILOGUE

Über Autor(innen)

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.