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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
Success and Where Is This Going?
What Creates Success?
Music within the Entertainment Industry
So Who Zooms Whom?
Revenue Streams of the Industry
Record Label Survival Today
The 360 Deal
The Advantage of Multiple Revenue Streams
Music as a Tool
Publishing
Ticket Sales and Concert Revenues
CHAPTER 2 Marketing Concepts and Definitions
Selling Recorded Music
What Is Marketing?
The Marketing Mix
Showrooming and Shrinking Retail Inventories
Are the Four P’s Dead?
Conclusion
CHAPTER 3 Market Segmentation and Consumer Behavior
Markets and Market Segmentation
Market Segmentation
Target Markets
Consumer Behavior and Purchasing Decisions
High and Low-Involvement Decision Making
Decision-Making Process
Conclusion
CHAPTER 4 Marketing Research
Introduction
Research in the Music Industry
Types of Research
Overarching Research Issues: Validity and Reliability
The Research Process
Choosing a method
Syndicated Research
Custom Research Firms
Tracking Consumer Behavior on the Web
Conclusion
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
Sales Trends
Genre Trends
Market Share of the Major
Outlets
Catalog Sales
Industry Concentration
Conclusion
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
The Concept of Tribes
Internet Marketing: Artist and Label Websites
Newsletters
Facebook
YouTube
Twitter
Instagram
Pinterest
Blogs
Conclusion
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
Radio Promotion
Promotion
Promoting
History
Getting a Recording on the Radio
Promotion Department
Label Record Promotion and Independent Promoters
Satellite Radio Promotion
The Charts
Other Charts That Measure Popularity
Other Sources to Track Music Popularity
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
Tour Support
Tour Sponsorship
Products in the Music
Branded Music
Lifestyle
The Benefits
Soundtracks and Compilations
Enhancing Careers
Product Extensions and Retail Exclusives
Brand Partnerships
CHAPTER 18 Grassroots Marketing
Introduction
The Power of the Word of Mouth
Street Teams
The Blurred Line from Grassroots to Guerilla Marketing
Guerilla Tactics
CHAPTER 19 Advertising in the Recording Industry
Basics of Advertising
Consumer Advertising: The Media Buy
Comparison of Media Options for Advertising
Media Planning
How Advertising Effectiveness is Measured
Coordinating with Other Departments
CHAPTER 20 Epilogue
A New “Rental Culture”
Continued Fragmentation of the Market
More Mobile Than Ever
Watching the Horizon
Index
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