Record Label Marketing provides clear, in-depth information on corporate marketing processes, combining marketing theory with the real world "how to" practiced in marketing war rooms. This industry-defining book is clearly illustrated throughout with figures, tables, graphs, and glossaries. Record Label Marketing is essential reading for current and aspiring professionals and students, and also offers a valuable overview of the music industry. Record Label Marketing...* Builds your knowledge base by introducing the basics of the marketing mix, market segmentation and consumer behavior* Gives you the tools necessary to understand and use SoundScan data, and to successfully manage the budget of a recorded music project* Presents vital information on label publicity, advertising, retail distribution and marketing research * Introduces you to industry resources like NARM, RIAA, and the IFPI* Offers essential marketing strategies including grassroots promotion and Internet/new media, as well as highlighting international marketing opportunities* Reveals how successful labels use video production, promotional touring and special products to build revenue * Looks to the future of the music business-how online developments, technological diffusion, and convergence and new markets are continually reshaping the industryThis guide is accompanied by a website, www.recordlabelmarketing.com, which offers interactive assignments to strengthen your knowledge as well as updates on the latest news, industry figures and developments. * The only book that looks inside the marketing machine of commercial record labels* Presented in a clear, readable manner with industry figures (and how to read them), tables, graphs, glossaries and example marketing plans* A dedicated website: www.recordlabelmarketing.com offers interactive assignments and updates
Author(s): Tom Hutchison, Amy Macy, Paul Allen
Year: 2005
Language: English
Pages: 432
Record Label Marketing......Page 4
Contents......Page 6
Acknowledgements......Page 16
What is marketing?......Page 18
Product......Page 19
Price......Page 25
Promotion......Page 27
Place......Page 28
Retail......Page 30
Marketing strategy......Page 31
Glossary......Page 33
Target markets......Page 36
Market segmentation......Page 37
Geographics......Page 38
Personal demographics......Page 40
Psychographics......Page 41
Behavioristic......Page 44
Consumer behavior......Page 45
Cognitive vs. emotional decisions......Page 47
High and low-involvement decision making......Page 46
Maslow’s hierarchy of needs......Page 49
Glossary......Page 50
Sales trends......Page 54
Annual sales trends......Page 57
Music genre trends......Page 58
Demographic trends......Page 59
Gender......Page 60
Format – configuration......Page 61
Outlets......Page 62
Market share of the majors......Page 63
Comparison of all and current albums......Page 65
Catalog sales......Page 66
Industry concentration......Page 67
Glossary......Page 68
Getting started as an artist......Page 70
Business affairs......Page 71
Artist & repertoire......Page 72
Artist development/relations......Page 74
Publicity......Page 75
Radio promotion......Page 76
Sales and marketing......Page 77
Glossary......Page 78
Card price......Page 80
Distribution fee......Page 81
Returns reserve opp/(risk)......Page 82
Recording costs......Page 83
Advertising......Page 84
Independent promotion and publicity......Page 85
Contribution to overhead......Page 86
Return percentage......Page 87
SoundScan and sell off......Page 88
As a predictor equation......Page 89
Break-even point......Page 90
SoundScan......Page 98
The Charts......Page 100
Label Marketing Share Report......Page 108
Marketing Report: YTD Percent Sales by DMA/Genre......Page 113
National Sales Summary Report......Page 116
Title report: National sales......Page 117
Title report: DMA......Page 118
The index report......Page 121
Title report: Artist history......Page 123
Chart History......Page 125
A deeper look at SoundScan......Page 127
Seasonality and record sales......Page 128
Life cycles......Page 129
DMAs and market efficiencies......Page 133
Best-Selling markets vs. strongest markets......Page 134
Glossary......Page 138
The businesses......Page 140
The radio broadcasting industry......Page 141
Radio audiences......Page 143
Radio on the go......Page 145
Radio formats......Page 146
Targets of radio formats......Page 147
The format clock......Page 148
Ratings research......Page 149
Programming research......Page 152
The new radio and new technology......Page 154
Podcasting......Page 155
Portable people meter......Page 156
Glossary......Page 157
The trade magazines......Page 160
Creating the airplay charts......Page 161
The charts......Page 163
Radio promotion......Page 166
Promotion......Page 167
Promoting......Page 168
History......Page 170
Getting a recording on the radio......Page 171
Label record promotion and independent promoters......Page 172
Appendix......Page 175
Glossary......Page 178
Label publicity......Page 180
Publicity in the music business—a historical perspective......Page 181
Staffing the publicity department......Page 182
The database......Page 183
The press release......Page 184
The press kit......Page 185
Working with the artist’s image......Page 186
Target marketing through the publicity plan......Page 188
The publicity plan......Page 189
Budgets for money and time......Page 190
News shows......Page 192
Talk-entertainment shows......Page 193
Comparing publicity and record promotion......Page 194
Glossary......Page 195
Basics of advertising......Page 198
Comparison of media options for advertising......Page 199
Determining costs and effectiveness......Page 200
How advertising effectiveness is measured......Page 201
Trade advertising......Page 203
Consumer advertising: the media buy......Page 205
Media......Page 206
Timing......Page 207
Artist relations......Page 208
Glossary......Page 210
Music distribution......Page 212
Vertical integration......Page 213
Music supply to retailers......Page 214
Role of distribution......Page 215
Conglomerate distribution company structure as it relates to national retail accounts......Page 216
National structure......Page 217
Timeline......Page 218
One sheet......Page 219
Consolidation and market share......Page 221
Revenues from a 99-cent download......Page 222
Glossary......Page 223
NARM......Page 226
#1 P—Product......Page 227
#2 P—Promotion......Page 230
#3 P—Pricing......Page 234
Actual pricing of product......Page 236
#4 P—Place......Page 238
Glossary......Page 243
The power of word of mouth......Page 248
Street teams......Page 252
Guerilla marketing......Page 254
Glossary......Page 256
The Internet......Page 258
The domain name......Page 260
Website design......Page 263
Web hosting......Page 261
E-Commerce: the electronic storefront......Page 264
Website promotion on the site......Page 265
Tell-a-friend......Page 266
Visitor registration......Page 267
Search engines......Page 269
Meta tags......Page 270
Banner exchange/link exchange/reciprocal linking......Page 271
Webrings......Page 272
Viral marketing......Page 273
Newsgroups/discussion groups/bulletin board/chat rooms......Page 274
Email addresses, spam, and e-zines......Page 275
Directing customers to online retailers......Page 276
Fan-based promotions......Page 277
Concerts......Page 278
Conclusion......Page 279
Glossary......Page 280
History of the music video......Page 284
Deciding to produce the music video......Page 286
Producing the music video......Page 287
Promotion......Page 288
Sales......Page 289
Label staffing......Page 290
The video channels......Page 291
Submitting a video......Page 292
Glossary......Page 293
MIDEM conference......Page 296
The consolidation process......Page 297
Pricing by oligopolies......Page 298
The four major labels......Page 299
Markets......Page 300
A comparison of emerging markets and mature markets......Page 301
A comparison of top ten markets and developing markets......Page 303
The major markets and trends......Page 304
Piracy......Page 305
Parallel imports......Page 308
Currency exchange rates......Page 309
Cultural restrictions......Page 310
Quotas......Page 311
Geographic growth areas......Page 312
Trade agreements......Page 313
Marketing products overseas......Page 314
Marketing through an affiliate......Page 315
Indie labels and international markets......Page 316
Transshipments/exports......Page 317
Internet sales and distribution......Page 318
Conclusion......Page 319
Glossary......Page 320
The decision to support a tour......Page 324
Direct financial support for a tour......Page 325
Major label tour support......Page 326
Independent label tour support......Page 327
Tour sponsors......Page 328
Promotional touring......Page 329
Glossary......Page 330
Lifestyle......Page 332
The benefits......Page 334
Product extensions......Page 335
Compilations......Page 336
Retail exclusives......Page 339
Tour sponsorship and more . . .......Page 340
Glossary......Page 342
What is marketing research?......Page 344
Syndicated vs. custom research......Page 345
The research process......Page 346
Research validity......Page 351
The application of research principles......Page 352
When focus groups are appropriate......Page 353
When surveys are appropriate......Page 354
When experiments are appropriate......Page 356
Research sources for record labels......Page 357
Glossary......Page 360
20 The Recording Industry of the Future......Page 364
Label partnerships......Page 365
The development of online services......Page 367
Online and offline content......Page 368
Technology diffusion and convergence......Page 369
Technology convergence: the universal mobile device......Page 370
New markets: what does the consumer want?......Page 371
The new music model......Page 373
Marketing under the new model......Page 374
Glossary......Page 375
Who gets the plan?......Page 378
What’s in the plan?......Page 379
Timing......Page 381
Project facts......Page 385
Project contacts......Page 386
Background information/marketing......Page 387
Key dates......Page 389
Publicity......Page 390
The biography (subject to revision):......Page 391
Radio......Page 394
Video......Page 396
New media......Page 397
Advertising......Page 398
Sales......Page 399
International......Page 400
Tour......Page 401
Lifestyle/Cross-marketing......Page 402
Timeline......Page 403
Index......Page 410
