rent-now

Rent More, Save More! Use code: ECRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

9780823077113

This Business of Music Marketing and Promotion

by ;
  • ISBN13:

    9780823077113

  • ISBN10:

    082307711X

  • Format: Hardcover
  • Copyright: 1999-03-01
  • Publisher: Random House Inc

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Purchase Benefits

  • Free Shipping Icon Free Shipping On Orders Over $35!
    Your order must be $35 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • eCampus.com Logo Get Rewarded for Ordering Your Textbooks! Enroll Now
  • Write a Review Icon Write a Review
List Price: $24.95 Save up to $6.24
  • Buy Used
    $18.71
    Add to Cart

    USUALLY SHIPS IN 2-4 BUSINESS DAYS

Summary

The maxim in the music industry has always been "You can't make it on talent alone," and withThis Business of Music Marketing & Promotion, you don't have to. In language that is simple and direct, author Tad Lathrop details promotional skills, publicity plans, royalty guidelines, and more, all supported by real-life examples. He shows how the Web and other technological developments have revolutionized not only how music is made, but how it is marketed and promoted. The old rules still applycreate a marketing plan, know your copyrights, be familiar with the laws of commercebut there are a host of new ones as well, along with new strategies on how to give your recording the exposure it deserves. This streamlined, reorganized, and updated edition features an all-new chapter ("Twenty-Five Profile-Building Ideas to Use Right Now"), which will help readers get a running start in the recording business. They'll also find completely updated material about Internet sales and promotion techniques, the latest information available on integrated marketing and e-marketing strategies, and brand-new listings of information resources. New edition focuses on the full integration of online sales and promotion into the standard music marketing mix Expanded coverage of new Internet marketing techniques and opportunities First edition sold over 30,000 copies

Table of Contents

Acknowledgments ix
Preface xi
PART 1 THE MUSIC MARKETING ENVIRONMENT
Selling Music in the New Entertainment Marketplace
2(8)
What Is Music Marketing and Promotion?
2(1)
The Current Marketplace
3(5)
The Market-Aware Music Seller
8(1)
The Music Marketer's Advantage
8(2)
The Traditional Record Company Marketing Process
10(10)
Behind the Record Company Walls
10(1)
The Clock Ticks
10(1)
Pressure Rises
11(1)
Teamwork in Action
12(5)
More Teamwork: The Non-Label Partners
17(1)
The Breakout: Release Day Arrives
17(2)
The End Result
19(1)
Epilogue
19(1)
The Traditional Music Publisher Marketing Process
20(8)
Behind the Music Publisher's Walls
20(1)
Tracing the Path of a Published Song
21(7)
PART 2 HANDS-ON MUSIC MARKETING AND PROMOTION
Previewing the Total Marketing Program
28(16)
You, the Marketer
29(1)
The Need for a Plan and a Program
30(2)
The Four P's of Marketing
32(2)
Beyond the Four P's: The Finer Points of Marketing Music
34(3)
Components of a Music Marketing Program
37(7)
Defining the Basic Product and Its Audience
44(14)
The Core Product
44(2)
The Artist's Choice: Leave the Marketing to Others, or Do It Yourself?
46(1)
Establishing the Product's Marketability
47(11)
Packaging the Product
58(22)
The Package as Marketing Tool
59(1)
Key Factors in Packaging Design
60(13)
Visual Branding
73(1)
Steps in Package Creation
74(6)
Pricing, Payouts, and Profits
80(21)
Price
80(2)
Cost
82(8)
Competition
90(1)
Consumer
90(1)
Calculating Profitability
91(8)
Additional Factors Affecting Price
99(2)
Extending the Product: Additional Delivery Formats
101(6)
Audio Formats
102(2)
Audiovisual Formats
104(1)
New-Media Formats
105(2)
Distributing Through Stores and Their Suppliers
107(23)
Types of Retail Outlets
108(2)
Getting Product to the Retail Outlets
110(3)
Types of Distributors
113(3)
Services That Distributors Provide
116(2)
What Kind of Distributor Is Right for You?
118(1)
How to Find a Distributor
118(1)
How to Approach a Distributor
119(3)
Distributor Financial Arrangements
122(3)
What You Need to Provide to the Distributor
125(1)
Securing Prime Retail Display Space
126(1)
Supporting the Distributor's Efforts
127(1)
Other Distribution Arrangements
128(2)
Direct Marketing and Non-Store Sales Methods
130(15)
Direct Marketing
131(12)
Catalog Marketing Through Other Companies
143(1)
Licensing to Record Clubs
143(1)
Selling Recordings at Live Shows
144(1)
Promoting the Product
145(41)
Publicity
146(15)
Radio Promotion
161(12)
Video and Television as Promotion Tools
173(2)
Sales Promotion
175(2)
Live Performing as Promotion
177(1)
Cross-Promotion
178(1)
Advertising
179(3)
Trade Shows and Conferences
182(1)
Sample Promotion Strategies
182(4)
Working the Live Performance Market
186(12)
New or Local Artists and Live Performing
187(4)
Middle-Level Artists and Live Performing
191(2)
National Headliners and Live Performing
193(3)
Merchandise Sales at Performances
196(1)
Corporate Sponsorships
197(1)
Expanding the Marketing Program
198(15)
New Media
199(1)
Video
200(3)
Television
203(2)
Movies
205(3)
Commercials
208(1)
Compilation Albums
209(2)
Custom Albums
211(1)
Retail Merchandise
212(1)
Writing and Publishing Revenue Sources
213(15)
What Is Music Publishing?
215(2)
Mechanical Licensing Fees
217(1)
Synchronization Licensing Fees
218(1)
Commercial Advertising Licensing Fees
219(1)
Background-Music Revenue Sources
220(1)
Performance Licensing Fees
220(3)
Marketing and Promoting in the Music Publishing Environment
223(1)
Theater Music
223(1)
Printed Music
224(4)
Monitoring and Managing the Marketing Program
228(11)
The Marketing Management Master List
228(6)
Navigating the Shifting Currents of the Music Marketplace
234(5)
Marketing and Promoting Music in Foreign Countries
239(11)
How to Establish an International Presence
240(1)
Foreign Distribution and Sale of Music Products
241(3)
Foreign Earnings for Writers and Publishers
244(3)
Promotion in the International Market
247(1)
International Touring and Live Performance
248(2)
PART 3 MUSIC MARKETING AND PROMOTION ON THE INTERNET
An Alternative Worldwide Information and Distribution Network
250(3)
A Do-It-Yourself Alternative
251(1)
A Brief History of the Internet
252(1)
Distributing Your Musical Product via the Internet
253(9)
Affiliating with a Multi-Artist Web Site
253(1)
Setting Up Your Own Web Site
254(7)
The Internet Distribution Process
261(1)
Promoting Music on the Internet
262(4)
Attracting Attention to Your Site
262(1)
Using Your Site as an Effective Promotional Tool
263(2)
Measuring the Success of Your Site
265(1)
Making Money on the Internet
266(31)
Online Sales
267(1)
Subscription
267(1)
Online Advertising
268(1)
Facts and Figures About Online Music Commerce
268(2)
In Closing
270(2)
PART 4 IN THE WORDS OF THE PROFESSIONALS: INTERVIEWS
EMI-Capitol Entertainment Properties
272(4)
Roy Gattinella
Alligator Records
276(5)
Bruce Iglauer
EvaLuTion Entertainment Marketing
281(3)
Eva Dickenson-Post
Luann Sullivan Myers
Coalition of Independent Music Stores
284(2)
Don VanCleave
Liquid Audio
286(5)
Scott Burnett
Internet Underground Music Archive (IUMA)
291(3)
Jeff Patterson
Internet Analyst
294(3)
Russell Shaw
Appendix 297(6)
Index 303(5)
The Authors 308(1)
Picture Credits 308

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Rewards Program