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Record Label Marketing, 3rd Edition by Paul Allen, Tom Hutchison, Amy Macy, Clyde Philip Rolston

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Chapter 17Tour Support and Sponsorships

In an era when retail floor space dedicated to music is diminishing, when the single, and specifically “the file,” is fast becoming the music format of choice, and consumers have so many options when it comes to spending their entertainment dollars, music companies are looking to monetize their assets in as many ways as possible. “The recording,” along with the artist who produced it, has become marketable in so many more ways, via the use of Internet, licensing agreements, cross-merchandising, ...

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