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Record Label Marketing by Paul Allen, Amy Macy, Tom Hutchison

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1 Marketing Concepts and Definitions

Thomas Hutchison

Selling recorded music

The concept of selling recorded music has been around for more than a century. While the actual storage medium for music has evolved, from cylinders to vinyl discs, to magnetic tape, digital discs and now downloads, the basic notion has remained the same: a musical performance is captured to be played back at a later time, at the convenience of the consumer.

In today’s marketplace, the consumer is showered with an array of products from which to choose, making the process of marketing more important than ever. Before explaining how records (recorded music) are marketed to consumers, it is first necessary to gain a basic understanding of marketing.

What is marketing? ...

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