Marketing Recorded Music How Music Companies Brand and Market Artists

This fourth edition of Marketing Recorded Music is the essential resource to help you understand how recorded music is professionally marketed. Updated to reflect the digital era, with new chapters on emerging media, streaming, and branding, this fourth edition also includes strategies for independent and unsigned artists. Fully revised to reflect international marketing issues, Marketing Recorded Music is accompanied by a companion website with additional online resources, including PowerPoints, quizzes, and lesson plans, making it the go-to manual for students, as well as aspiring and experienced professionals.

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 Print 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

Tammy Donham is Associate Professor of Recording Industry Studies at Middle Tennessee State University. She frequently teaches online courses and was the recipient of the 2016 Outstanding Achievement in Instructional Technology Award. Donham is a graduate of Leadership Music (class of 2012), as well as a member of the Country Music Association. Amy Sue Macy, Professor in the Department of Recording Industry at Middle Tennessee State University, received both her undergraduate degree in music education and her master's degree in business administration from Belmont University. For 15 years, she worked for various labels, including MTM, MCA, Sparrow Records, and the RCA Label Group. Clyde Philip Rolston is Professor of Music Business in the Mike Curb College of Entertainment and Music Business at Belmont University. Prior to joining the faculty at Belmont University, he was the Vice President of Marketing at Centaur Records, Inc., where he also engineered and produced many projects, including recordings by the Philadelphia Trio and the London Symphony Orchestra.