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by Paul Allen, Amy Macy, Tom Hutchison
Record Label Marketing
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
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