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Record Label Marketing, 2nd Edition

Book Description

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

Table of Contents

  1. Front Cover
  2. HalfTitle
  3. Title Page
  4. Copyright
  5. Contents
  6. Acknowledgements
  7. CHAPTER 1 Marketing Concepts and Definitions
    1. Selling recorded music
    2. What is marketing?
    3. The marketing mix
    4. Marketing strategy
    5. Glossary
    6. Bibliography
  8. CHAPTER 2 Markets, Market Segmentation, and Consumer Behavior
    1. Target markets
    2. Market segmentation
    3. Market segments
    4. Consumer behavior and purchasing decisions
    5. Needs and motives
    6. Converting browsers to buyers
    7. Glossary
    8. Bibliography
  9. CHAPTER 3 The U.S. Industry Numbers
    1. Sales trends
    2. Music genre trends
    3. Demographic trends
    4. Format – configuration
    5. Outlets
    6. Market share of the majors
    7. Catalog sales
    8. Industry concentration
    9. Conclusions
    10. Glossary
    11. Bibliography
  10. CHAPTER 4 Marketing Research
    1. What is marketing research?
    2. Research validity
    3. Confidence level and margin of error
    4. The application of research principles
    5. The use of syndicated research
    6. Conclusion
    7. Glossary
    8. Bibliography
  11. CHAPTER 5 Record Label Operations
    1. Label operations
    2. Getting started as an artist
    3. Business affairs
    4. A&R
    5. Artist development/relations
    6. Creative services
    7. Publicity
    8. Radio promotion
    9. Sales and marketing
    10. New media
    11. Independent labels
    12. Bibliography
  12. CHAPTER 6 The Profit and Loss Statement
    1. Profitability … or the lack thereof!
    2. Recording costs
    3. Marketing costs
    4. Contribution to overhead
    5. Ways at looking at project efficiency and effectiveness
    6. SoundScan and sell off
    7. As a predictor equation
    8. Breakeven point
    9. A look at real P&L statements
    10. Glossary
  13. CHAPTER 7 SoundScan and the Music Business
    1. Technology and the music business
    2. SoundScan
    3. A look at the data
    4. Marketing reports
    5. A look at SoundScan title reports (Alicia Keys/as I am)
    6. A deeper look at SoundScan
  14. CHAPTER 8 How Radio Works
    1. Radio
    2. The businesses
    3. The radio broadcasting industry
    4. The radio station staffing
    5. Radio audiences
    6. Radio on the go
    7. Radio formats
    8. What is important to programmers
    9. Ratings research
    10. Radio programming research
    11. Getting airplay
    12. HD radio
    13. Satellite radio
    14. Internet radio
    15. Glossary
    16. Bibliography
    17. Bibliography
  15. CHAPTER 9 Charts, Airplay, and Promotion
    1. The charts
    2. The history of trade magazines
    3. The importance of charts
    4. Broadcast Data Systems (BDS) and Billboard charts
    5. Understanding the Billboard charts
    6. MediaBase 24/7
    7. Radio promotion
    8. Promotion
    9. Promoting
    10. History
    11. Getting a recording on the radio
    12. Label record promotion and independent promoters
    13. Satellite radio promotion
    14. Appendix
    15. Glossary
    16. Bibliography
  16. CHAPTER 10 Publicity of Recorded Music
    1. Label publicity
    2. Publicity in the music business—a historical perspective
    3. The label publicity department
    4. Tools of the label publicity department
    5. Evaluation of publicity campaigns
    6. Target marketing through the publicity plan
    7. Ezines
    8. Resources for Ezines and distribution of press releases
    9. The publicity plan
    10. Budgets for money and time
    11. Television appearances and news shows
    12. Comparing publicity and record promotion
    13. Glossary
    14. Acknowledgments
    15. Bibliography
  17. CHAPTER 11 Advertising in the Recording Industry
    1. Basics of advertising
    2. Comparison of media options for advertising
    3. New media advertising
    4. Determining costs and effectiveness
    5. The role of advertising in marketing recorded music
    6. Glossary
    7. Bibliography
  18. CHAPTER 12 Music Distribution and Retailing
    1. Introduction
    2. The Big and more
    3. Music supply to retailers
    4. Role of distribution
    5. Conglomerate distribution company structure as it relates to national retail accounts
    6. Timeline
    7. One sheet: The solicitation page
    8. Consolidation and market share
    9. Digital distribution
    10. Distribution value
    11. The music retail environment
    12. Retail considerations
    13. Glossary
    14. Bibliography
  19. CHAPTER 13 Grassroots Marketing
    1. Grassroots marketing
    2. The power of word of mouth
    3. Street teams
    4. Guerilla marketing
    5. Glossary
    6. Bibliography
  20. CHAPTER 14 New Media Marketing
    1. Internet marketing
    2. The web site as your home base
    3. Mobile media
    4. Conclusion
    5. Glossary
    6. Bibliography
  21. CHAPTER 15 Music Videos
    1. Video production and promotions
    2. History of the music video
    3. The music video today
    4. Deciding to produce the music video
    5. Uses for the music video
    6. Glossary
    7. Acknowledgment
    8. Bibliography
  22. CHAPTER 16 The International Recording Industry
    1. International recording industry
    2. MIDEM conference
    3. The IFPI
    4. The nature of oligopolies
    5. Markets
    6. Issues and challenges to marketing recordings globally
    7. Opportunities
    8. Marketing products overseas
    9. Conclusion
    10. Glossary
    11. Bibliography
  23. CHAPTER 17 Tour Support and Promotional Touring
    1. Tour support
    2. Glossary
    3. Bibliography
    4. General References
  24. CHAPTER 18 Strategic Marketing and Special Products
    1. Lifestyle
    2. Glossary
    3. Bibliography
  25. CHAPTER 19 The Recording Industry of the Future
    1. Label partnerships
    2. New media concepts
    3. Technology diffusion and convergence
    4. New markets: What does the consumer want?
    5. The new music model
    6. Glossary
    7. Bibliography
  26. CHAPTER 20 The Marketing Plan
    1. The marketing plan
  27. Index