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. * The only book that looks inside the marketing machine of commercial record labels * Presented in a clear, readable manner with industry figures (and how to read them), tables, graphs, glossaries and example marketing plans * A dedicated website: www.recordlabelmarketing.com offers interactive assignments and updates

Record Label Marketing

Arts & Photography

Macy, Amy

Hutchison, Tom

Allen,Paul

Music

Focal Press

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. 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 behaviour * 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.

Computers & Technology

Graphics & Design

Routledge

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

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: <ul>
<li>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.</li> <li>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. </li> <li>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.</li> </ul>

Rolston, Clyde Philip

Rolston, Clyde

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