Record Label Marketing How Music Companies Brand and Market Artists in the Digital Era
Record Label Marketing, Third Edition is the essential resource to help you understand how recorded music is professionally marketed. Fully updated to reflect current trends in the industry, this edition is designed to benefit marketing professionals, music business students, and independent artists...
| Autor principal: | |
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| Otros Autores: | , , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
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Taylor and Francis
2015.
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| Edición: | 3rd ed |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629672506719 |
Tabla de Contenidos:
- 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 BusinessHistory 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 DateMarketing 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
- Gross Digital Units/Albums and Singles
