Book Description
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 industry
This 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.
Table of Contents
- Cover
- Halftitle
- Title
- Copyrights
- Contents
- Acknowledgements
- 1 Marketing Concepts and Definitions
- Selling recorded music
- What is marketing?
- The marketing mix
- Product
- Price
- Promotion
- Place
- Retail
- Marketing strategy
- Glossary
- 2 Markets, Market Segmentation and Consumer Behavior
- Target markets
- Market segmentation
- Market segments
- Geographics
- Personal demographics
- Psychographics
- Behavioristic
- Consumer behavior
- High and low-involvement decision making
- Cognitive vs. emotional decisions
- Needs and motives
- Maslow’s hierarchy of needs
- Converting browsers to buyers
- Glossary
- 3 The U.S. Industry Numbers
- Sales trends
- Annual sales trends
- Music genre trends
- Demographic trends
- Age
- Gender
- Format – configuration
- Outlets
- Market share of the majors
- Comparison of all and current albums
- Catalog sales
- Industry concentration
- Conclusions
- Glossary
- 4 Record Label Operations
- Label operations
- Getting started as an artist
- Business affairs
- Artist & repertoire
- Artist development/relations
- Creative services
- Publicity
- Radio promotion
- Sales and marketing
- Glossary
- 5 The Profit and Loss Statement
- Profitability … or the lack thereof!
- SRLP – suggested retail list price
- Card price
- Discount
- Gross sales
- Distribution fee
- Gross sales after fee
- Return provision
- Net sales after return reserve
- Returns reserve opp/(risk)
- Total net sales
- Cost of sales
- Gross margin before recording costs
- Recording costs
- Gross margin
- Marketing costs
- Account advertising
- Advertising
- Video production
- Artist promotion
- Independent promotion and publicity
- Media travel
- Album art
- No charge records
- Contribution to overhead
- Ways at looking at project efficiency and effectiveness
- Return percentage
- SoundScan and sell off
- Percentage of marketing costs
- As a predictor equation
- Break-even point
- 6 SoundScan and the Music Business
- Technology and the music business
- SoundScan
- The UPC bar code and registration with SoundScan
- A look at the data
- The charts
- Archives
- Marketing reports
- Label marketing share report
- Marketing report: YTD percent sales by DMA/Genre
- National sales summary report
- A look at SoundScan title reports
- Title lookup
- Title report: National sales
- Title report: DMA
- Title report: Store demos
- The index report
- Title report: Artist history
- Chart History
- A deeper look at SoundScan
- Seasonality and record sales
- Business climate and predictor
- Life cycles
- DMAs and market efficiencies
- Best-Selling markets vs. strongest markets
- Glossary
- 7 How Radio Works
- Radio
- The businesses
- The radio broadcasting industry
- Radio audiences
- Radio on the go
- Radio formats
- Targets of radio formats
- The format clock
- What is important to programmers
- Ratings research
- Programming research
- Getting airplay
- The new radio and new technology
- Satellite radio
- Internet radio
- Podcasting
- Portable people meter
- Glossary
- 8 Charts, Airplay and Promotion
- The trade magazines
- The importance of the charts
- Creating the airplay charts
- The charts
- What does this mean to label marketers?
- Radio promotion
- Promotion
- Promoting
- History
- Getting a recording on the radio
- Independent promotion
- Label record promotion and independent promoters
- Satellite radio promotion
- Appendix
- Glossary
- 9 Publicity of Recorded Music
- Label publicity
- Publicity in the music business—A historical perspective
- The label publicity department
- Staffing the publicity department
- Tools of the label publicity department
- The database
- The press release
- The bio
- The press kit
- Photos and video
- Working with the artist’s image
- Evaluation of publicity campaigns
- Target marketing through the publicity plan
- The publicity plan
- Budgets for money and time
- Television appearances
- News shows
- Talk-entertainment shows
- Award shows
- Comparing publicity and record promotion
- Glossary
- 10 Advertising in the Recording Industry
- Basics of advertising
- Comparison of media options for advertising
- Determining costs and effectiveness
- Media planning
- How advertising effectiveness is measured
- The role of advertising in marketing recorded music
- Trade advertising
- Consumer advertising: The media buy
- Target markets
- Media
- Timing
- Partners
- Artist relations
- Glossary
- 11 Distribution
- Music distribution
- Vertical integration
- Music supply to retailers
- Role of distribution
- Conglomerate distribution company structure as it relates to national retail accounts
- National structure
- Timeline
- One Sheet
- Consolidation and market share
- Digital distribution
- Revenues from a $0.99 download
- Distribution value
- Glossary
- 12 The Music Retail Environment
- Marketing and the music retail environment
- NARM
- Retail considerations
- #1 P—Product
- Loss prevention
- #2 P—Promotion
- #3 P—Pricing
- Actual pricing of product
- #4 P—Place
- Glossary
- 13 Grassroots Marketing
- Grassroots marketing
- The power of word of mouth
- Street teams
- Guerilla marketing
- Glossary
- 14 Internet Marketing
- The Internet
- The website as your home base
- The domain name
- Web hosting
- Website design
- E-Commerce: the electronic storefront
- Website promotion on the site
- Tell-a-friend
- Visitor registration
- Promoting the website on the internet
- Search engines
- Meta tags
- Music directories
- Banner exchange/link exchange reciprocal linking
- Webrings
- Viral marketing
- Newgroups/discussion groups/bulletin board/chat rooms
- Fan websites
- Email addresses, spam, and e-zines
- Directing customers to online retailers
- Fan based promotions
- Integrating offline and online promotions
- Concerts
- The press kit
- Retail products
- Conclusion
- Glossary
- 15 Music Videos
- Video production and promotions
- History of the music video
- Deciding to produce the music video
- Producing the music video
- Uses for the music video
- Promotion
- Sales
- Label staffing
- Independent video promotion
- The video channels
- Submitting a video
- The future of the video
- Glossary
- 16 The International Recording Industry
- International recording industry
- MIDEM Conference
- The IFPI
- The nature of oligopolies
- The consolidation process
- Oligopolies
- Pricing by oligopolies
- The four major labels
- Markets
- How markets are evaluated
- A comparison of emerging markets and mature markets
- A comparison of top ten markets and developing markets
- The major markets and trends
- Issues and challenges to marketing recordings globally
- Piracy
- Parallel imports
- Licensing
- Currency exchange rates
- Cultural restrictions
- Quotes
- Censorship
- Opportunities
- Geographic growth areas
- New technologies
- Trade agreements
- Marketing products overseas
- Major labels and affiliates
- Marketing through an affiliate
- Indie labels and international markets
- Licensing
- Transshipments/exports
- Internet sales and distribution
- Marketing strategy
- Conclusion
- Glossary
- 17 Tour Support and Promotional Touring
- Tour support
- The decision to support a tour
- Direct financial support for a tour
- Major label tour support
- Independent label tour support
- Tour sponsors
- The payoff for record labels
- Promotional touring
- Glossary
- 18 Special Products and Special Markets
- Lifestyle
- The benefits
- Enhancing careers
- Product extensions
- Compilations
- Products in the music
- Retail exclusives
- Tour sponsorship and more …
- Glossary
- 19 Marketing Research
- What is marketing research?
- Syndicated vs. custom research
- The research process
- Research validity
- Confidence level and margin of error
- The application of research principles
- When focus groups are appropriate
- When surveys are appropriate
- Bounceback card for geffen sampler Buy Product
- When experiments are appropriate
- The use of syndicated research
- Research sources for record labels
- Conclusion
- Glossary
- 20 The Recording Industry of the Future
- Label partnerships
- New media concepts
- The development of online services
- Online and offline content
- Technology diffusion and convergence
- Digital rights management
- Technology convergence: The universal mobile device
- New markets: what does the consumer want?
- The new music model
- Marketing under the new model
- Glossary
- 21 The Marketing Plan
- The marketing plan
- Who gets the plan?
- What’s in the plan?
- Timing
- 22 DeMand De World Over
- Malign Records Phase 1 Marketing plan
- Project facts
- Track listing
- Project contacts
- Background information/marketing
- Marketing objective
- Key dates
- A&R/Artist development/setup
- Publicity
- The biography (subject to revision):
- Radio
- Video
- New media
- Advertising
- Sales
- International
- Tour
- Street team
- Lifestyle/cross-marketing
- Timeline
- Index