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| RECORD LABEL MARKETING
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To order this title, and for more information, click here
Second Edition
By
Tom Hutchison, Prof. of Marketing, Department of Recording Industry at MTSU. He has worked with a wide range of popular artists including Faith Hill,
The Dixie Chicks, Sonic Youth and Beck. Tom has conducted market research projects for Sony, MCA/Universal, DreamWorks and Warner Music
Group.
Paul Allen, Associate Professor in the Department of Recording Industry at Middle TN State University and Co-Author of Record Label Marketing.
Amy Macy, Assistant Professor in the Department of Recording Industry at MTSU.
Description
Record Label Marketing offers a comprehensive look at the inner workings of record labels, showing how the record labels connect
commercial music with consumers. In the current climate of selling music through both traditional channels and new media, authors Tom
Hutchison, Paul Allen and Amy Macy carefully explain the components of the contemporary record label's marketing plan and how it is executed.
This new edition is clearly illustrated throughout with figures, tables, graphs, and glossaries, and includes a valuable overview of
the music industry.
Record Label Marketing has become essential reading for current and aspiring professionals, and
for music business students everywhere. The book also has a companion website located at www.recordlabelmarketing.com.
Record
Label Marketing?
* Gives you an exclusive and complete look at SoundScan and how it is used as a marketing tool
* Presents essential
information on uses of new media, label publicity, advertising, retail distribution, and marketing research by record labels
* Offers
insight into how successful labels use videos, promotional touring, and special products to build revenue
* Includes important specialized
marketing strategies using the tools of grassroots promotion and international opportunities
* Reveals how labels are managing within
their transitional digital industry
* Looks to the future of the music business – how online developments, technological diffusion,
and convergence and new markets continue to reshape the industry
Audience
Students in music business or industry programs at college or university level. Students in music recording programs. Entry-level personnel
in the music industry in marketing, sales or distribution. Entrepreneurs seeking entry into the music business. Aspiring musicians/managers.
Junior to medium management in music and media. Musicians and songwriters/composers. Junior media practitioners in music-related fields.
Contents
1. The Basics of Marketing
2. Market Segmentation and Consumer Behaviour
3. The Industry Numbers
4. Marketing Research
5. Record Label
Operations
6. Profit and Loss Statement
7. SoundScan and the Music Business
8. How Radio Works
9. Charts, Airplay and Promotion
10.
Publicity of Recorded Music
11. Advertising in the Recording Industry
12. Distribution
13. Music Retail Environment
14. Internet Marketing
/Grassroots Marketing
15. Music Videos
16. International Marketing
17. Tour Support – Promotional touring
18. Special Products and Special
Markets
19. The Recording Industry of the Future
20. The Marketing Plan
| Bibliographic details |
Paperback, 448 pages, publication date: AUG-2009
ISBN-13: 978-0-240-81238-0
Imprint: FOCAL PRESS
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| Price and Ordering |
Price:
EUR 28.95
GBP 24.99
USD 49.95
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Last update: 25 Nov 2009
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