This Business of Music Marketing and Promotion

by LATHROP, TAD

• ISBN13: 9780823077298
• ISBN10: 0823077292
• Edition: 2nd
• Format: Hardcover
• Copyright: 2003-10-01
• Publisher: Billboard Books

Summary

Transformation has been the operative dynamic in the music industry since the first publication of This Business of Music Marketing & Promotion in 1999. Online music has provided much of the fuel, with downloadable songs and file-sharing programs creating new avenues of distribution and promotion to consumers worldwide. The old rules of marketing and promotion still apply: You still need to create a marketing plan, cultivate your audience, and understand all the latest music business conventions - from royalty percentages to pricing strategies - that this book thoroughly discusses. But the conventions that were in place at the end of the 20th century no longer apply today. The revised and updated edition of This Business of Music Marketing & Promotion accounts for the music industry's dramatic transformation. It reveals how the Web and other technological developments have revolutionized not only how music is made but also how it can be delivered to customers. Central to this objective is its focus on the full integration of online sales and promotion into the standard music marketing mix, as well as on competitive marketing and promotion tactics, innovative uses of e-mail, and creative approaches to generating sales on a Web site.

Author Biography

Tad Lathrop has written and edited music and marketing materials for a host of companies and publishers, including SonicNet and Launch. He lives in Oakland, CA.

Table of Contents

Acknowledgments	ix
Notes on the New Edition	x
Preface	xi
OVERVIEW OF THE CONTENTS	xi
Chapter 1: Selling Music in the New Entertainment Marketplace	1	(8)
MUSIC MARKETING AND PROMOTION DEFINED	1	(1)
THE CURRENT MARKETPLACE	2	(4)
THE MARKET AWARE MUSIC SELLER	6	(1)
THE INDEPENDENT MUSICIAN'S CHALLENGE	7	(1)
THE MUSIC MARKETER'S ADVANTAGE	8	(1)
Chapter 2: Charting the Corporate Hitmaking Process	9	(12)
THE RECORD COMPANY MARKETING PROCESS	9	(8)
THE MUSIC PUBLISHER'S MARKETING PROCESS	17	(4)
Chapter 3: Previewing the Total Marketing Program	21	(13)
YOU, THE MARKETER	22	(1)
THE NEED FOR A PLAN AND A PROGRAM	22	(2)
THE FOUR P's OF MARKETING	24	(1)
BEYOND THE FOUR P's: THE FINER POINTS OF MARKETING MUSIC	25	(3)
COMPONENTS OF A MUSIC MARKETING PROGRAM	28	(6)
Chapter 4: Defining the Basic Product and Its Audience	34	(12)
THE CORE PRODUCT	34	(1)
CHOOSING PRODUCT FORMATS	35	(2)
IDENTIFYING THE PRODUCT'S APPEAL	37	(4)
IDENTIFYING THE AUDIENCE	41	(1)
BUILDING A MAILING LIST	42	(2)
BUILDING BONDS WITH YOUR AUDIENCE	44	(2)
Chapter 5: Packaging the Product	46	(20)
THE PACKAGE AS MARKETING TOOL	47	(1)
KEY FACTORS IN PACKAGING DESIGN	47	(13)
VISUAL BRANDING	60	(1)
STEPS IN PACKAGE CREATION	61	(5)
Chapter 6: Pricing, Payouts, and Profits	66	(17)
COMPETITION	75	(1)
CONSUMER	75	(1)
CALCULATING PROFITABILITY	75	(7)
ADDITIONAL FACTORS AFFECTING PRICE	82	(1)
Chapter 7: Distributing Through Stores and Their Suppliers	83	(23)
TYPES OF RETAIL OUTLETS	84	(1)
GETTING PRODUCT TO THE RETAIL OUTLETS	85	(4)
TYPES OF DISTRIBUTORS	89	(2)
SERVICES PROVIDED BY DISTRIBUTORS	91	(1)
WHAT KIND OF DISTRIBUTOR IS RIGHT FOR YOU?	92	(1)
HOW TO FIND A DISTRIBUTOR	93	(1)
HOW TO APPROACH A DISTRIBUTOR	94	(2)
FINANCIAL ARRANGEMENTS WITH DISTRIBUTORS	96	(4)
WHAT YOU NEED TO PROVIDE TO THE DISTRIBUTOR	100	(1)
SECURING PRIME RETAIL DISPLAY SPACE	101	(1)
SUPPORTING THE DISTRIBUTOR'S EFFORTS	102	(1)
OTHER DISTRIBUTION ARRANGEMENTS	103	(3)
Chapter 8: Direct Marketing and Non-Store Sales Methods	106	(16)
DIRECT MARKETING	107	(12)
CATALOG MARKETING THROUGH OTHER COMPANIES	119	(1)
LICENSING TO RECORD CLUBS	119	(1)
SELLING RECORDINGS AT LIVE SHOWS	120	(2)
Chapter 9: Distributing over the Internet	122	(15)
GETTING MUSIC TO FANS THE WAY THEY WANT IT	123	(1)
OVERVIEW OF INTERNET DISTRIBUTION	123	(1)
OPTIONS FOR ONLINE TRANSACTIONS AND PURCHASES	124	(4)
TYPES OF INTERNET SALES OUTLETS	128	(9)
Chapter 10: Promoting the Product: Publicity	137	(17)
PUBLICITY: FREE ADVERTISING	138	(1)
THE MEDIA AND ITS PARTICIPANTS	139	(3)
TYPES OF MEDIA COVERAGE	142	(1)
TOOLS OF THE PUBLICITY SEEKER	142	(8)
PUBLICITY TACTICS AND TECHNIQUES	150	(3)
INDEPENDENT PUBLICISTS	153	(1)
Chapter 11: Promoting the Product: Online Techniques	154	(17)
USING YOUR OWN WEB SITE AS A PROMOTIONAL TOOL	154	(9)
USING E-MAIL TO PROMOTE YOUR MUSIC	163	(5)
PROMOTION USING ESTABLISHED MULTI-ARTIST WEB SITES	168	(1)
PROMOTION USING MAINSTREAM RETAIL MUSIC SITES	169	(2)
Chapter 12: Promoting the Product: Radio, Video, and Television	171	(16)
RADIO PROMOTION	171	(12)
VIDEO AND TELEVISION AS PROMOTIONAL TOOLS	183	(4)
Chapter 13: Promoting the Product: Sales Incentives, Live Shows, and Other Methods	187	(12)
SALES PROMOTION	187	(2)
LIVE PERFORMANCE AS PROMOTION	189	(1)
CROSS-PROMOTION	190	(1)
ADVERTISING	191	(4)
TRADE SHOWS AND CONFERENCES	195	(1)
SAMPLE PROMOTION STRATEGIES	196	(3)
Chapter 14: Working the Live Performance Market	199	(12)
NEW OR LOCAL ARTISTS AND LIVE PERFORMING	200	(3)
MIDDLE-LEVEL ARTISTS AND LIVE PERFORMING	203	(4)
NATIONAL HEADLINERS AND LIVE PERFORMING	207	(3)
CORPORATE SPONSORSHIPS	210	(1)
Chapter 15: Expanding the Marketing Program	211	(16)
DVD AND VIDE0	212	(2)
TELEVISION	214	(3)
MOVIES	217	(2)
COMMERCIALS	219	(2)
COMPILATION ALBUMS	221	(2)
CUSTOM ALBUMS	223	(1)
NON-MUSIC MERCHANDISE	224	(3)
Chapter 16: Generating Revenue from Writing and Publishing	227	(14)
WHAT IS MUSIC PUBLISHING?	229	(3)
MECHANICAL LICENSING FEES	232	(1)
SYNCHRONIZATION LICENSING FEES	233	(1)
COMMERCIAL ADVERTISING LICENSING FEES	233	(2)
BACKGROUND-MUSIC REVENUE SOURCES	235	(1)
PERFORMANCE LICENSING FEES	235	(2)
MARKETING AND PROMOTING IN THE MUSIC PUBLISHING ENVIRONMENT	237	(1)
THEATER MUSIC	237	(1)
PRINTED MUSIC	238	(3)
Chapter 17: Marketing and Promoting Music in Foreign Countries	241	(12)
ESTABLISHING AN INTERNATIONAL PRESENCE ONLINE AND OFF-LINE	241	(5)
FOREIGN DISTRIBUTION AND SALE OF MUSIC PRODUCTS	246	(2)
FOREIGN EARNINGS FOR WRITERS AND PUBLISHERS	248	(4)
INTERNATIONAL TOURING AND LIVE PERFORMANCE	252	(1)
Chapter 18: Monitoring and Managing the Marketing Program	253	(9)
THE MARKETING MANAGEMENT MASTER LIST	253	(5)
NAVIGATING THE SHIFTING CURRENTS OF THE MUSIC MARKETPLACE	258	(4)
Chapter 19: Twenty Profile-Building Ideas to Use Right Now	262	(6)
Chapter 20: Talking Shop: Interviews	268	(17)
MARKETING YOURSELF AS AN INDEPENDENT MUSICIAN
Jacqui Naylor, Singer and Recording Artist	268	(5)
A MARKETER'S ADVICE FOR EMERGING ARTISTS
Roy Gattinella, CEO, Overdrive Entertainment	273	(2)
TACTICS USED IN MARKETING
Roy Gattinella, CEO, Overdrive Entertainment
Bruce Iglauer, President, Alligator Records	275	(2)
GETTING MUSIC ON RADIO
Tim Kolleth, Head of Radio Promotion, Alligator Records	277	(4)
LICENSING MUSIC TO TELEVISION AND FILM
Bob DePugh, Director of Licensing, Alligator Records	281	(1)
GETTING COVERAGE IN THE MEDIA
Mark Pucci, Publicist, Mark Pucci Media
Marc Lipkin, Publicist, Alligator Records	282	(3)
Appendix: Marketing and Promotion Resources	285	(15)
Index	300