Music Marketing

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  • Format: Paperback
  • Copyright: 2009-08-01
  • Publisher: Berklee Press

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What is included with this book?


Sell more music! Learn the most effective marketing strategies available to musicians, leveraging the important changes and opportunities that the digital age has brought to music marketing. This multifaceted and integrated approach will help you to develop an effective worldwide marketing strategy. Step by step, you will develop an active marketing plan and timeline tailored to your unique strengths and budget. You will learn to time your marketing campaign effectively, publicize your music to traditional print outlets and emerging online opportunities, understand the current opportunities for online, satellite, and terrestrial radio play as well as navigate various retail and distribution options, both at brick-and-mortar and online options, such as iTunes, Rhapsody, and other services.

Author Biography

Mike King has managed the marketing efforts of Morphine, Chuck E. Weiss, Bill Hicks, Frank Zappa, and many other world-class artists. He has worked at Rounder Records and Rykodisc, and currently teaches and writes courses in marketing and music business at Berklee music, the online continuing education division of Berklee College of Music.

Table of Contents

Acknowledgmentsp. vi
Prefacep. viii
Setting the Stage, Merchandising, Digital and Physical Retail and Distribution, and Online Marketingp. 1
Creating a Marketing Plan That Worksp. 3
The Big Picturep. 3
Defining Your Goalsp. 4
Finding Your Audience and Defining Your Marketp. 5
Interview: Dave Balter, Founder of BzzAgentp. 7
Components of an Effective Marketing Planp. 9
Budgeting! The Components of a New Release Budgetp. 16
Tailoring Your Plan to Your Strengthsp. 17
Making Money through Merchandise Salesp. 19
The Artist as a Brandp. 19
How Merchandising Works, Who's Involved, and Where the Money Comes Fromp. 21
Putting Together Your Plan: What to Make, What Not to Make, How Much to Make, How to Make Itp. 23
Merchandising Sales and Distribution Strategiesp. 28
How to Sell Your Music Online: Digital Retailers and Distributorsp. 33
Digital Distribution Basicsp. 33
Online Music Retail Modelsp. 38
Online Music Retail Outletsp. 40
Interview: Bob Jamieson, Former CEO of RCA/BMGp. 44
Online Music Distributorsp. 46
Interview: Derek Sivers, Founder of CD Babyp. 50
Traditional Brick-and-Mortar Distributorsp. 59
Physical Music Distributors: The Process and the Playersp. 59
When Do You Need Physical Distribution?p. 62
Independent Artists and Distributionp. 63
Spotlight: Eric Levin (Criminal Records)p. 63
The Detailsp. 64
Co-Opp. 66
Communicating with Your Distributorp. 69
Marketing to Traditional Retailp. 73
Setting the Stage: The Problems with Retail, and How Smart Stores Are Overcoming Themp. 73
The Importance of the Independent Retailer and Retail Coalitionsp. 76
Interview: Eric Levin, Founder of Criminal Recordsp. 78
How Smart Independents Are Competing in This Environmentp. 78
Consignment and Pricing Considerationsp. 80
Retail Marketing Opportunities and Resourcesp. 80
Cover Art and Effective Packagingp. 82
SoundScan: What It Is and Why It Mattersp. 84
Online, Mobile, and Video Marketingp. 87
It All Starts at Homep. 87
SEO: Making Your Site POP!p. 93
Measuring Your Online Traffic and Marketing Resultsp. 96
What Is RSS and Why Should I Use It?p. 98
Social Networkingp. 99
The Mobile Revolutionp. 102
Video Marketingp. 104
Advertising Considerations, Marketing to Press and Radio, and Making the Most of Your National Tourp. 109
Advertisingp. 111
Print Advertising Options: Consumer, Trade, and Co-Op Print Adsp. 112
Researching Your Print Advertising Outletsp. 115
Media Advertising: Radio and Televisionp. 117
Online Advertisingp. 118
Components of an Effective Adp. 121
Timing Your Ad Campaignp. 123
Publicityp. 127
Press Kit Essentialsp. 127
Common Problems with Promo Kitsp. 132
The Importance of a Press Storyp. 133
Determining Your Press Outlets: Print, Radio, TV, and Onlinep. 136
How to Pitch Print Mediap. 139
Independent Publicistsp. 141
Interview: Sonya Kolowrat, Publicist for the Beggars Groupp. 146
Radio Promotionp. 151
How Radio Worksp. 151
When Should You Consider Radio Support?p. 152
How a Terrestrial (Brick-and-Mortar) Radio Station Is Structuredp. 153
How Noncommercial Radio Worksp. 154
Marketing to Noncommercial Radiop. 156
How Commercial Radio Worksp. 157
Independent Radio Promotersp. 160
Internet Radio: The Future of Radiop. 163
Interview: Bob Jamieson, Former CEO of RCA/BMGp. 166
Making the Most of a Tourp. 169
Key Players in the Touring Businessp. 170
Interview: Dan Peraino, Booking Agentp. 172
Promoting the Show: Working with the Venuep. 175
Promoting the Show: What You Should Be Doing to Promote Yourselfp. 176
Promoting the Show: Pressp. 177
Promoting the Show: Retailp. 179
Tour Support from a Labelp. 182
Putting it all Togetherp. 185
Timing Is Everything!p. 187
Timing the Pre-Release Marketing of Your Recordp. 187
Long Lead Pre-Release Marketing (15 to 20 Weeks out from Street Date)p. 190
Moderate Lead Pre-Release Marketing (7 to 14 Weeks out from Street Date)p. 191
Short Lead Pre-Release Marketing (Up to 6 Weeks Out)p. 192
How to Service Key Marketing Outlets Pre-Releasep. 193
Post-Release Marketing Recapp. 195
Phase II Marketing: Capitalizing on Your Successp. 198
Conclusionp. 203
About the Authorp. 205
Indexp. 206
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