Marketing Recorded Music: How Music Companies Brand and Market Artists
- Author: Donham, Tammy
- Author: Macy, Amy
- Author: Rolston, Clyde Philip
Book
$63.25Printed on demand
Contents
- List of Figures
- List of Tables
- List of Contributors
- Acknowledgements
- Chapter 1 Introduction
- Why Sign to a Record Label
- Revenue Streams
- Music Everywhere
- The New Deal
- Publishing
- Touring and Merchandise
- Chapter 2 Marketing Concepts
- Selling Recorded Music
- What is Marketing
- The Marketing Mix
- Product
- Product Positioning
- The Product Lifecycle
- The Diffusion in Innovations and Adopter Categories
- Influences on Adoption
- Hedonic Responses to Music
- Pricing Strategies
- Chapter 3 Segmentation and Consumer Behavior
- Markets and Market Segmentation
- Segmentation Criteria
- Market Segments
- Geographic Segmentation
- Demographic Segmentation
- Multivariable Segmentation
- Psychographic Segmentation
- Personality Segmentation
- Behavioral Segmentation
- Product Usage
- Benefits Sought
- Brand Loyalty
- User Status
- The Millenial Generation
- Target Markets
- Consumer Behavior and Purchasing Decisions
- Needs and Motives
- Converting Browsers to Buyers
- High and Low Involvement Decision Making
- Decision Making Process
- Cognitive vs Emotional Decisions
- Chapter 4 Research
- Introduction
- Research and the Music Industry
- Types of Research
- Overarching Research Issues: Validity and Reliability
- The Research Process
- Online Survey Tools
- Disadvantages of Online Surveys
- Syndicated Research
- Custom Research Firms
- Chapter 5 Branding
- Branding Basics
- Successfully Building a Strong Brand
- Successfully Leveraging the Artist's Brand
- Finding the Right Brand Partner
- Chapter 6 U.S. Industry Numbers
- Sales Trends
- Sales Trends and Configurations
- Annual Sales Trends
- Genre Trends
- Demographic Trends
- Age
- Gender
- Market Share of the Majors and Indies
- Comparison of All and Current and Catalog Albums
- Catalog Sales
- Chapter 7 Label Operations
- Label Operations
- Getting Started as an Artist
- Business Affairs
- Artist and Repertoire: How Labels Pick and Develop Artists
- Discovering Artist
- Producers and A&R Scouts
- Attorneys and A&R
- Publishers and A&R
- Reality TV
- How Artist get on the A&R Radar
- Build a Social Media Presence
- Perform Perform Perform
- Give Away Free Music
- Make Professional Connections
- Fitting In
- Repertoire - A&R After The Signing
- Production Manager / Artist Development
- Creative Services
- Publicity
- Radio Promotion
- Sales and Marketing
- Digital Media / Marketing
- Independent Labels
- Chapter 8 The Marketing Plan
- Who Get the Plan
- The Classic Business School Marketing Plan
- What's in the Record Company Marketing Plan
- Sections of the Plan
- Timing
- The Importance of Street Date
- Chapter 9 Distribution and Sales
- Introduction
- Traditional Distribution
- The "Big 3" Consolidation and Competition
- Vertical Integration
- Major Distribution Organizations
- Independent Distributors - The Aggregators
- Music Supply to Retailers
- Retail Store Profiles
- Role of Physical Distribution
- How the Money Flows
- Forecasting
- Top 10 Revenue Generators
- Metadata
- Timeline
- Retail Considerations
- Inventory Management
- Retail Promotion
- Trade Association
- Chapter 10 Streaming
- The Business of Streaming
- Market Share
- The Business Model
- How Playlists Work
- Spotify
- Apple Music
- Pandora
- Amazon
- Chapter 11 Radio
- The State of Radio
- The Value of Radio
- The Business
- The Radio Broadcasting Industry
- Radio Station Staffing
- Format Clock
- Radio Audiences
- Radio Formats
- Targets of Radio Formats
- What is Important to Programmers
- Ratings, Research and Terminology
- Radio Programming Research
- Satellite Radio
- HD Radio
- Internet Radio
- Getting Airplay
- Promotion and Airplay
- Radio Promotion
- History of Payola
- Getting a Song on the Radio
- Radio Promotion
- Satellite Radio Promotion
- Chapter 12 The Charts and Music Connect
- The History of Trade Magazines
- The Importance of Charts
- Creating the Charts
- Understanding the Billboard Charts
- MediaBase
- Spotify Charts
- YouTube
- iTunes
- Apple Music
- Amazon
- Other Charts that Measure Popularity
- Additional Sources to Track Music
- A Deeper Dive into Nielsen
- History
- Industry Terms
- A Look at Music Connect Data - The Charts
- The Billboard Top 200
- The Billboard Top 200 Song Consumption
- Distribution Market Share
- Genre Percentage
- DMA Percentage of Business
- Overall Sales by Format, Store Strata, and Product Configuration by Time Period
- Dashboard Look at Artist Single
- Dashboard Look at Artist Album
- Top Performing Markets by Album Rank
- Chapter 13 Publicity
- Publicity Defined
- History
- Label vs. Indie Publicist
- Tools of the Publicist
- The Press Kit and EPK
- Photos and Videos
- Press Release
- The Biography
- Press Clippings
- Publicity and Branding
- The Publicity Plan
- Budgets for Money and Time
- Outlets for Publicity
- What to send
- Where to send it
- Television Appearances
- Charities and Public Services
- Bad Publicity
- Chapter 14 Digital Marketing
- Social Media - connecting with fans
- Social Media vs. Social Media Marketing
- Social Media Strategy
- Social Media Best Practices
- Best Practices by Platform
- How Social Media Algorithms Work
- Live Streaming
- Social Media Management and Listening Tools
- Popular Social Media Management Tools
- Content Marketing
- SEO
- Mobile / Texting
- Blogging
- Email Marketing
- Chapter 15 Paid Media
- Paid Media Basics
- Consumer Media
- Target Audience
- Media Strategy
- Media Options
- Digital
- Radio
- Additional Paid Media Opportunities
- Television
- OOH
- Billboards
- Direct Mail
- Mobile/Texting
- Trade Advertising
- How Advertising Effectiveness is Measured
- Advertising Purchase
- Chapter 16 Artist Support and Tour Sponsorship
- Artist Income
- Tour Support
- Tour Sponsorship
- Festival Sponsorship
- Products in the Music
- The Benefits
- Soundtracks and Compilations
- Product Extensions and Retail Exclusives
- Artists in the Virtual World
- Chapter 17 Merchandise
- Who, What, and When Merch Sells
- Why Does Tour Merchandise Sell
- Designing Merch That Sells
- What Fans Want....that we can make
- Merchandise Decisions that Impact Sales
- Designing Great Merch
- Event Merchandise Operations
- Decisions that Impact Profit and Sustainability
- Inventory management
- Forecast Demand and Revenue
- Merchandise Sales on Tour
- What Else Makes a Difference On Tour
- Selling Merchandise Online
- Increasing Average Order Size / Order Volume
- Leveraging Offer
- Pre-order Campaigns
- VIP Packages
- Protecting Brand Equity - Knock-offs and Unofficial Merchandise
- Index