Marketing Recorded Music: How Music Companies Brand and Market Artists

Cover
Half Title
Title
Copyright
Contents
List of Figures
List of Tables
About the Authors
List of Contributors
Acknowledgments
Chapter 1 Introduction
	Why Artists Might Want to Sign With a Record Label
	Revenue Streams
	Music Everywhere
	The New Deal
	Publishing
	Touring and Merchandise
	Bibliography
Chapter 2 Marketing Concepts and Definitions
	Selling Recorded Music
		Music Purchase vs. Music Consumption
	What Is Marketing?
	The Marketing Mix
	Product
	Product Positioning
	The Product Life Cycle
	Diffusion of Innovations and Adopter Categories
		Cognitive vs. Emotional Decisions
	Hedonic Responses to Music
	Pricing Strategies
		Cost-Based Pricing
		Competition-Based Pricing
		Value-Based (Demand) Pricing
		Crowdfunding
		Name Your Own Price
		Promotion
		Place
	Distribution Systems
		Types of Distribution Systems
		Retail
	Price and Positioning
		Are the Four Ps Dead?
	Summary
	Glossary
	Bibliography
Chapter 3 Market Segmentation and Consumer Behavior
	Markets and Market Segmentation
	Market Segmentation
	Market Segments
	Geographic Segmentation
	Demographic Segmentation
	Multivariable Segmentation
	Psychographic Segmentation
	Personality Segmentation
	Behaviorial Segmentation
	Product Usage
	Benefits Sought
	Brand Loyalty
	User Status
	Generation-Z
	Target Markets
	Consumer Behavior and Purchasing Decisions
	Needs and Motives
	Converting Browsers to Buyers
	Conclusion
	Glossary
	Bibliography
Chapter 4 Marketing Research
	Introduction
	Research in the Music Industry
	Types of Research
	Overarching Research Issues: Validity and Reliability
	The Research Process
	Syndicated Research
	Trade Association Research
	Custom Research Firms
	Conclusion
	Glossary
	Bibliography
Chapter 5 Artist Branding
	Branding Basics
		What Is a Brand?
		Why Does Artist Branding Matter?
		History of Branding
		Artist Branding and Its Benefits
	Successfully Building a Strong Artist Brand
		Defining the Artist and Creating a Brand Identity
		Famous Logo and Brand Element Examples in Music
		Creative Elements – Best Practices
		Promoting and Building the Brand
		Maintaining and Protecting the Brand
	Successfully Leveraging the Artist’s Brand
		Examples of Artist Brand Partnerships
		The Role and Benefits of Corporate Partnerships in the Music Industry
		Linking Brands
	Finding the Right Brand Partner
		Defining the Audience
		The Process
		Cause Marketing With a Brand
		Artist-Owned Brand Opportunities
	Conclusion
	Glossary
	Bibliography
Chapter 6 The U.S. Industry Numbers
	Sales Trends
		Sales Trends and Configuration
		Annual Sales Trends
		Genre Trends
	Demographic Trends
		Age
		Gender
	Market Share of the Majors
		Comparison of All and Current Albums
	Catalog Sales
	Conclusion
	Glossary
	Bibliography
Chapter 7 Label Operations
	Label Operations
	Getting Started as an Artist
	Business Affairs
		Artists & Repertoire: How Labels Pick and Develop Artists
		Discovering Artists – The A in A&R
		Producers as A&R Scouts
		Attorneys and A&R
		Publishers and A&R
		Reality TV
		How Artists Get on A&R’s Radar
		Build a Social Media Presence
		Perform, Perform, Perform. Then Perform Some More
		Give Away Free Music
		Make Professional Connections
		Fitting In
		Repertoire – A&R After the Signing
		Conclusion
	Product Manager/Artist Development
	Creative Services
	Publicity
	Radio Promotion
	Digital Media/Marketing
	Independent Labels
	References
Chapter 8 The Marketing Plan
	Who Gets the Plan?
		The Classic Business School Marketing Plan
		What’s in the Record Company Plan?
		Timing
		The Importance of Street Date
	Conclusion
	Glossary
	Appendix: Mending Broken Hearts – Indie Artist Marketing Plan
Chapter 9 Music Distribution and Music Retailing
	Introduction
		Traditional Distribution
	The Big 3 Consolidation and Competition
		Universal Music Group Distribution
		Sony Music Distribution
		WEA
	Vertical Integration
	Big 3 Market Share
	Major Distribution Organizations
	Independent Distributors – The Aggregators
		Major Distribution-Owned Companies
		Independent Distribution Partners
		White Label Distribution
		Open Distribution Platforms
		Semi-Label Distribution Services
		A League of Its Own
		Music Distribution Flow Chart
		Music Supply to Retailers
		Retail Store Profiles
		Role of Physical Distribution
		How the Money Flows
	Independent Negotiation Representation
	Forecasting
		360 Deals/Multiple Rights Deals
		Subscription vs. Ad-Supported Streaming: A Weighted Average
		Where the Money Goes
		Top 10 Revenue Generators
		Metadata
		Timeline
		Retail Considerations
		Purchasing Music for Physical Stores
	Inventory Management
	Turns and  Returns
		Trade Associations
	Glossary
	References
Chapter 10 Streaming
	The Business of Streaming
		Market Share
		The Business Model
		How Playlists Work
	Contributed by Charles Alexander
	Hype/Buzz/PR
		Streaming Music Consumption
		Existing Music Consumption Terrestrial Radio
		Spotify
		Apple Music
		Pandora
		Amazon
	Conclusion
	Glossary
	Bibliography
Chapter 11 Radio
	The State of Radio
	The Value of Radio
	The Business
	The Radio Broadcasting Industry
	Radio Station Staffing
		Typical Radio Station
	Radio Audiences
	Radio Formats
	Targets of Radio Formats
	Radio Formats
		80s Hits
		Active Rock
		Adult Contemporary
		Adult Hits
		Adult Standards/Middle of the Road
		Album Adult Alternative
		Album-Oriented Rock
		All News
		All Sports
		Alternative
		Children’s Radio
		Christian Adult Contemporary
		Classic Country
		Classical
		Comedy
		Country
		Easy Listening
		Educational
		Gospel
		Hot Adult Contemporary
		Jazz
		Mainstream Rock
		Modern Adult Contemporary
		New Country
		News Talk Information
		Nostalgia
		Oldies
		Pop Contemporary Hit Radio
		Religious
		Rhythmic
		Smooth Adult Contemporary
		Soft Adult Contemporary
		Southern Gospel
		Spanish
		Talk/Personality
		Urban Adult Contemporary
		Urban Contemporary
		Urban Oldies
		Variety
		World Ethnic
	What Is Important to Programmers?
	Ratings Research and Terminology
	Radio Programming Research
	The Changing Face of Radio
	Satellite Radio
	HD Radio
	Internet Radio
	Promotion and Airplay
	Radio Promotion
		The Relationship Between Promoter and Radio
		History and the Payola Laws
	Getting a Recording on the Radio
		Strategic Decisions
		Radio Promotion Tour
	Promotion Department
		Making a Data-Driven Case
		Independent Promoters
		Satellite Radio Promotion
	Glossary
	Appendix
	Bibliography
Chapter 12 The Charts
	The History of Trade Magazines
	The Importance of Charts
	Creating the Charts
	Understanding the Billboard Charts
		Billboard Top 200 Chart
	Broadcast Data Systems and Billboard Charts
		Billboard Alternative National Airplay Chart
	Billboard Charts Are Largely Broken Into Several Categories
		Other Billboard Charts
		Award Designations
	Mediabase
	Spotify Charts
	YouTube
	iTunes/Apple Music Charts
	Amazon Charts
	Other Charts That Measure Popularity
	Additional Sources to Track Music
	A Deeper Dive Into Nielsen, MRC Data, and Important Terminology
	The Billboard Charts
	A Look at Music Connect Data
		The Charts
	Genre Percentages
	Glossary
	Bibliography
Chapter 13 Publicity
	Introduction
	Publicity Defined
	History
	Label vs. Indie Publicists
	Tools of the Publicist
	The Press Kit and EPK
	Photos and Videos
	Press Release
	The Anatomy of a 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
	Amazon.com and Wikipedia as Resources for Basic Information
	Television Appearances
		News Shows
		Talk-Entertainment Shows
		Award Shows
	Charities and Public Service
	Bad Publicity
		What to Do When Negative Publicity Occurs
	Conclusion
	Glossary
	Bibliography
	Appendix: Structure for a Press Release
Chapter 14 Digital Marketing
	Social Media: Connecting With Fans
		Social Media vs. Social Media Marketing
		Super Fans
		Social Media Platforms
		Social Media Goals
		Social Media Best Practices
		Platform-Specific Best Practices
		The TikTok Algorithm
		The Snapchat Algorithm
		Twitter
		The Twitter Algorithm
		Live Streaming
	Social Media Management and Listening Tools
		Popular Social Media Management Tools
	Content Marketing
		What Is Content Marketing?
	Content Calendars
		Types of Content to Share
		When to Post Content
		Where to Share
	Curated Content vs. Content Creation
		Design Tools
	The SEO Benefits of Content Marketing
	SEO
		SEO Best Practices
	Website Design
	Blogging
	Email Marketing
		Why Email
	Benefits of Newsletters
		Choosing a Platform
		Top Email Marketing Tools
	Conclusion
	Glossary
	Bibliography
Chapter 15 Paid Media
	Paid Media Basics
		Consumer Media
		Target Audience
		Media Strategy
		Media Options
		Search Engine Marketing
		Display Ads
		Social Media Ads
		Influencer Marketing
		Streaming Platforms
	Radio
	Additional Paid Media Opportunities
	Television
	Print
	Out-of-Home
		Billboards
		In-Game
		Direct Mail
		Mobile/Texting
	Trade Advertising
	How Advertising Effectiveness Is Measured
		Coordinating With the Other Departments
	Conclusion
	Appendix: Print Terminology
	Glossary
	Bibliography
Chapter 16 Artist Support and Tour Sponsorship
	Artist Income
	Tour Support
	Tour Sponsorship
	Festival Sponsorship
	Products in the Music
		Branded Music
	The Benefits
	Soundtracks and Compilations
	Product Extensions and Retail Exclusives
	Artists in the Virtual World
	Glossary
	References
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
	Colors, Fit, and Sizing
	Designing Great Merch
	Who Makes Merch
	Event Merchandise Operations
	Decisions that Impact Profit and Sustainability
	Inventory Management
	Forecasting Demand and Revenue
	Forecast and Optimization Process
	Merchandise Sales on Tour
	What Else Makes a Difference in Tour Sales
	Selling Merchandise Online
	Increasing Average Order Size
	Increasing Order Volume
	Leveraging Offers
	Pre-Order Campaigns
	VIP Packages
	Protecting Brand Equity: Knockoffs and Unofficial Merchandise
	Making and Selling Music Merchandise
	Glossary
	References
Index