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, Paul Allen is Associate Professor in the Department of Recording Industry at Middle Tennessee State University and co-author of Record
Label Marketing, also published by Focal Press. He is also a frequent lecturer at other universities on artist management and other music
business subjects. His career work has included radio, TV, political management, and the music business.
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.
