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

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17 Tour Support and Promotional Touring

Paul Allen

Tour support

Among the tools the label’s marketing department uses to promote a recorded music project is tour support for the artist. Most labels view radio airplay as the most important promotional outlet for new music, but right behind radio are live performances through touring.

Often, tour support comes in the form of money advanced to the artist to cover the losses incurred from being on the road. But it can also be time and energy spent by the label to promote the artist while they are touring, performing, and promoting their new album. This chapter will look at what tour support is, and how it figures into the marketing mix as a component of the marketing plan.

The decision to support ...

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