Description
Taylor and Francis Record Label Marketing How Music Companies Brand And Market Artists In The Digital Era 3Rd Edn 2016 Edition by ROLSTON
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 alike.As with previous editions, the third edition is accessible for readers new to marketing or to the music business. The book addresses classic marketing concepts while providing examples that are grounded in industry practice. Armed with this book, you'll master the jargon, concepts, and language to understand how music companies brand and market artists in the digital era. Features new to this edition include:Social media strategies including step-by-step tactics used by major and independent labels are presented in a new section contributed by Ariel Hyatt, owner of CYBER PR. An in-depth look at SoundScan and other big data matrices used as tools by all entities in the music business.An exploration of the varieties of branding with particular attention paid to the impact of branding to the artist and the music business in a new chapter contributed by Tammy Donham, former Vice President of the Country Music Association. The robust companion website, focalpress.com/cw/macy, features weblinks, exercises, and suggestions for further reading. Instructor resources include PowerPoint lecture outlines, a test bank, and suggested lesson plans. RECORD LABEL MARKETING3RD EDITIONHALF TITLE PAGETITLE PAGEDEDICATION/TOC INTRODUCTION What is success in the Music Business? What creates success? Music within the Entertainment Industry Branding So Who Zooms Who Record Label Survival Today The 360 Deal Music as a Tool Publishing 2013 Royalty Breakdown Ticket Sales and Concert Revenue References MARKETING CONCEPTS Selling Recorded Music What Is Marketing? The Marketing Mix Product Product Life Cycle Diffusion of Innovations AIDA Hedonic responses to music Price Cost Base Pricing Competition Base Pricing Value-Based Pricing Crowdfunding Name Your Own Price Promotion Strategies: Push v. Pull Place Distribution Systems Types of Distribution Systems Retail Price and Positioning Are the Four P's Dead? Summary Glossary References MARKETING SEGMENTATION AND CONSUMER BEHAVIOR Markets and Market Segmentation Market Segmentation Market Segments Geographic Segmentation Demographic Segmentation Multivariable Segmentation Psychographic Segmentation Personality Segmentation Behavioral Segmentation Product Usage Segmentation Segmentation Based on BenefitsSought Brand Loyalty User Status The Millennial Generation Target Markets Consumer Behavior and Purchasing Decisions Needs and Motives Coverting Browsers to Buyers High and Low-Involvement Decision Making Decision Making Process Cognitive vs. Emotional Decisions Conclusion Glossary References MARKET RESEARCH Introduction Research in the Music Industry Types of Research Validity and Reliability The Research Process Problem Definition Data Collection Methods Data Collection Data Analysis Syndicated Research Custom Research Firms Tracking Consumer Behavior on the Web Conclusion Glossary References BRANDING IN THE MUSIC BUSINESSIntroductionHistory of BrandingBranding BasicsBrand ArchitectureBranded HouseHouse of BrandsEndorsed Brands Sub-BrandsBranding in the Music BusinessSuccessfully Creating an Artist's BrandDefining the artist and developing a brand identityDefining the artist's audiencePromoting and Building the BrandStrong brands are authentic and consistentStrong brands are activeStrong brands develop a deep connection with consumersMaintaining the BrandMonitoring what is being saidProtecting the brandLinking brands to build brand equityThe Role of Corporate Partnerships in the Music IndustryFrom the Brand's PerspectiveFrom the Record Label's PerspectiveFrom the Artist and Manager's PerspectiveFinding the right brand partnerThe Importance of Brand FitCause Marketing with a brandThe future of music partnershipsArtist-owned brand opportunitiesProduct placement in videosTrue PartnershipsConclusionGlossaryMARKETING PLANIntroductionWho Gets The PlanWhat's In the PlanSections of the PlanTimingThe Importance of Street DateMarketing StrategySWOT AnalysisConclusionGlossaryINDUSTY NUMBERS LABEL OPERATIONSIntroductionGetting Started as an ArtistBusiness AffairdArtist & Repertoire: How Labels Pick and Develop ArtistsDiscovering ArtistsProducers as A&R Men Attorneys and A&RPublishers and A&RAmerican Idol, The Voice and Other Reality TVFitting InRepertoireArtist Development/RelationsCreative ServicesPublicityRadio PromotionSales and MarketingPartnership and BrandingSocial MediaIndependent LabelsConclusionRECORD LABEL FINANCESIntroductionSRLPCard PriceDiscountGross SalesDistribution FeeGross Sales After FeeReturn ProvisionNet Sales After Return ReserveReturns Reserve Gross Physical SalesGross Digital Units/Albums and SinglesGross Streaming RevenueNon-InteractiveInteractiveTotal Net SalesCost of SalesGross Margin Before Recording CostsRecording CostsGross MarginMarketing CostsAccount AdvertisingAdvertisingVideo ProductionArtist PromotionIndependent Promotion and PublicityMedia TravelAlbum ArtNo Charge RecordsContribution to Overhead (Profit)Project Efficiency and EffectivenessReturn PercentageSoundScan and Sell OffPercentage of Marketing CostsAs a Predictor EquationBreak-Even PointA Look at Real P&L StatementsPUBLICITYIntroductionPublicity DefinedHistoryLabel vs. Indie PublicistTools of the PublicistThe Press Kit an EPKPhotos and VideosPress ReleaseAnatomy of a Press ReleaseThe BiographyPress ClippingsPublicity and BrandingThe Publicity PlanBudgets for Money and TimeOutlets for PublicityInternetTelevision AppearancesAward ShowsCharity ShowsBad PublicityConclusionGlossarySOCIAL MEDIAThe Concept of TribesYour Website Is Your Front DoorNine Steps To A Great Home PageNewslettersGreeting: Make It PersonalGuts: The Body of the NewsletterGetting: Putting Readers Into ActionFacebookFacebook Questions That Always Get AskedPersonal Page AND Fan PageFacebooks New RealityFacebook AnalyticsFacebook Fan Page SetupFacebook TakeawaysYouTubeA Social NetworkOptimizing you YouTube ChannelOfficial Youtube Playbook for MusiciansYoutube TakeawaysTwitterArtist's HandleTwitter How To'sIncreasing Twitter FollowersTwitter AnalyticsTwitter Takeaways InstagramApp SynopsisPinterestApp SynopsisPinterest takeawaysBlogsReasons to do itTop Seven ReasonsBlogging TakeawaysConclusionTHE BUSINESS OF RADIOIntroductionThe BusinessThe Radio Broadcasting IndustryRadio Station StaffingRadio AudiencesRadio FormatsTargets of Radio FormatsThe Format ClockWhat is important to programmersRatings Research and TerminologyRadio Programming ResearchThe Changing Face of RadioSatellite RadioHD RadioInternet RadioGetting AirplayGlossaryPROMOTION, AIRPLAY AND THE CHARTSIntroductionRadio PromotionPromotionPromotionHistoryGetting a recording on the radioBig Data ApplicationLabel Record Promotion and Independent PromotersSatellite Radio PromotionThe ChartsThe History of Trade MagazinesThe Importance of ChartsCreating the Airplay ChartsBroadcast Data Systems (BDS) and Billboard ChartsUnderstanding the Billboard ChartsMediaBaseOther ChartsCMJiTunesAmazonYouTubeOther sources to track music popularityGlossaryMUSIC VIDEOVideo Production and PromotionsHistory of the Music VideoThe Music Video TodayBudgeting and Producing the Music VideoUses for the Music VideoThe Importance of Video in Viral MarketingSales and LicensingVideo Streaming as a Source of IncomeProgrammingLabel StaffingBeyond the Music VideoVideo is EverywhereGlossaryDISTRIBUTION AND RETAILIntroductionThe Big 3 Vertical IntegrationMusic Supply to RetailersRole of DistributionNational StructureTimelineOne Sheet: The Solicitation PageConsolidation and Market ShareDigital Distribution - waiting on 2014 year end data....Digital RevenueFuture TrendsDistribution ValueThe Music Retail EnvironmentMarketing and the Music Retail EnvironmentMusic Business AssociationRetail ConsiderationPurchasing Music for the StoreInventory ManagementTurns and ReturnsPromotionTop 10 Accounts and ForecastingDigital and Digital AggregatorsPricingMargin and MarkupWhere the Money GoesStore Target MarketIndie Music RetailersChain StoresElectronic superstoresMass MerchantsInternet Marketing and SalesGlossaryTECHNOLOGYIntroductionBig DataEntertainment and Big DataNielsenTerminologyBillboard and SoundScanSoundScan DataThe ChartsTop 200Year To DateHot 100Hot Digital TracksMarketing ReportsLabel Share ReportDMA / Genre ReportNational Sales SummaryBorder City Media's BuzzAngle MusicIntroductionData SuppliersThe Data and ChartsAlbum Project RankingDashboards by ArtistIndustry DataSeasonalityLifecyclesDMAs and Market EfficienciesOther Tools within the IndustryAnalyticsNext Big SoundBig ChampagneDirect-to-ConsumerTopSpinBandCampReverbNationChartsiTunesLastfmAppendix to Chapter 16GlossaryTOUR SUPPORT AND SPONSORSHIPIntroductionTour SupportTour SponsorshipProducts in the MusicBranded MusicLifestyleThe BenefitsSoundtracks and CompilationsEnhancing CareersProduct Extensions and Retail ExclusivesBrand PartnershipsGlossaryGRASSROOTSGrassroots MarketingThe power of the word-of-mouthForms of word-of-mouth marketingStreet TeamsGuerilla MarketingOnline "guerilla" tacticsTools for street teams Guerilla TacticsGlossaryADVERTISINGBasics of AdvertisingConsumer Advertising: The Media BuyComparison of Media Options for AdvertisingTelevision AdvertisingPrint AdvertisingNewspapersRadio AdvertisingOut-of-Home AdvertisingDirect MailMobile AdvertisingOnline or Digital AdvertisingSearch Engine AdvertisingContextual AdvertisingMedia PlanningHow Advertising Effectiveness is MeasuredCoordinating with Other DepartmentsGlossaryEPILOGUE