Title
by Paul Allen, Tom Hutchison, Amy Macy, Clyde Philip Rolston
Record Label Marketing, 3rd Edition
- Cover
- Title
- Copyright
- Dedication
- Contents
- Acknowledgments
- About the Authors
- About the Contributors
- CHAPTER 1 Introduction
- CHAPTER 2 Marketing Concepts and Definitions
- CHAPTER 3 Market Segmentation and Consumer Behavior
- CHAPTER 4 Marketing Research
- CHAPTER 5 The Value of Branding in the Music Business
- History of Branding
- Branding Basics
- Brand Architecture
- Branding in the Music Industry
- Successfully Creating an Artist’s Brand
- Defining the Artist and Developing a Brand Identity
- Defining the Artist’s Audience
- Promoting and Building the Brand
- Maintaining the Brand
- The Role of Corporate Partnerships in the Music Industry
- Finding the Right Brand Partner
- Cause Marketing with a Brand
- The Future of Music Partnerships
- Conclusion
- CHAPTER 6 The Marketing Plan
- Introduction
- Who Gets the Plan?
- What’s In the Plan?
- Timing
- The Importance of Street Date
- Marketing Strategy
- Conclusion
- Roadmap
- Sales/Marketing
- Radio
- Video
- Television
- Press
- Online
- Licensing
- Branding
- Merch
- Advertising
- College Marketing
- Lifestyle Marketing
- Assets
- Promo Tour at a Glance
- Upcoming U.S. Tour
- Top Ten Markets
- Brand History
- CHAPTER 7 The U.S. Industry Numbers
- CHAPTER 8 Label Operations
- Getting Started as an Artist
- Business Affairs
- Artists and Repertoire: How Labels Pick and Develop Artists
- Artist Development/Relations
- Creative Services
- Publicity
- Radio Promotion
- Sales and Marketing
- Partnership and Branding
- Social Media
- Independent Labels
- Perform, Perform, Perform. Then Perform Some More
- Give Away Free Music
- Build a Social Media Presence
- Make Professional Connections
- CHAPTER 9 Record Label Finances
- Profitability of a Project … 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)
- Gross Physical Sales
- Gross Digital Units/Albums and Singles
- Gross Streaming Revenue: SoundExchange (Non-interactive)
- Gross Streaming Revenue: Spotify (Interactive)
- Total Net Sales
- Cost of Sales
- Gross Margin Before Recording Costs
- Gross Margin
- Marketing Costs
- Contribution to Overhead
- Ways of Looking at Project Efficiency and Effectiveness
- SoundScan and Sell Off
- As a Predictor Equation
- Break-Even Point
- A Look at Real P&L Statements
- CHAPTER 10 Publicity
- Introduction
- Publicity Defined
- History
- Label vs. Indie Publicist
- Tools of the Publicist
- The Press Kit and EPK
- Photos and Videos
- Press Release
- The Anatomy of a Press Release
- The Biography
- Press Clippings
- Publicity and Branding
- The Publicity Plan
- Budgets for Money and Time
- Publicity Strategy and Outlets
- Television Appearances
- Charities and Public Service
- Bad Publicity
- Conclusion
- CHAPTER 11 Social Media
- CHAPTER 12 The Business of Radio
- Radio
- The Business
- The Radio Broadcasting Industry
- The Radio Station Staffing
- Radio Audiences
- Radio Formats
- Targets of Radio Formats
- What Is Important to Programmers?
- Ratings Research and Terminology
- Radio Programming Research
- The Changing Face of Radio
- Satellite Radio
- HD Radio
- Internet Radio
- Getting Airplay
- CHAPTER 13 Promotion, Airplay, and The Charts
- CHAPTER 14 Music Video
- Video Production and Promotions
- History of the Music Video
- The Music Video Today
- Budgeting and Producing the Music Video
- Uses for the Music Video
- The Importance of Video in Viral Marketing
- Sales and Licensing
- Video Streaming as a Source of Income
- Programming
- Label Staffing
- Beyond the Music Video
- Video is Everywhere
- CHAPTER 15 Music Distribution and Music Retailing
- Introduction
- The Big 3 and More
- Vertical Integration
- Music Supply to Retailers
- Role of Distribution
- Consolidation and Market Share
- Digital Distribution
- Digital Revenues
- Future Trends
- The Music Retail Environment
- Top 10 Accounts and Forecasting
- Pricing
- Actual Pricing of Product
- Where the Money Goes
- Store Target Market
- Internet Marketing and Sales
- CHAPTER 16 Technology and the Music Business
- Introduction
- Big Data
- Entertainment and Big Data
- Billboard and SoundScan
- A Look at the SoundScan Data
- SoundScan Marketing Reports
- The System
- Definition of Project Units
- Reports
- Report Filters
- Dashboards
- A Deeper Look at all Data
- Lifecycles
- Classic Product Lifecycles
- DMAs and Market Efficiencies
- Other Tools Within the Industry
- CHAPTER 17 Tour Support and Sponsorships
- CHAPTER 18 Grassroots Marketing
- CHAPTER 19 Advertising in the Recording Industry
- CHAPTER 20 Epilogue
- Index
-
No Comment
..................Content has been hidden....................
You can't read the all page of ebook, please click here login for view all page.