Marketing Recorded Music: How Music Companies Brand and Market Artists

Contents

• List of Figures
• List of Tables
• List of Contributors
• Acknowledgements
• Chapter 1 Introduction
• Why Sign to a Record Label
• Revenue Streams
• Music Everywhere
• The New Deal
• Publishing
• Touring and Merchandise
• Chapter 2 Marketing Concepts
• Selling Recorded Music
• What is Marketing
• The Marketing Mix
• Product
• Product Positioning
• The Product Lifecycle
• The Diffusion in Innovations and Adopter Categories
• Influences on Adoption
• Hedonic Responses to Music
• Pricing Strategies
• Chapter 3 Segmentation and Consumer Behavior
• Markets and Market Segmentation
• Segmentation Criteria
• Market Segments
• Geographic Segmentation
• Demographic Segmentation
• Multivariable Segmentation
• Psychographic Segmentation
• Personality Segmentation
• Behavioral Segmentation
• Product Usage
• Benefits Sought
• Brand Loyalty
• User Status
• The Millenial Generation
• Target Markets
• Consumer Behavior and Purchasing Decisions
• Needs and Motives
• Converting Browsers to Buyers
• High and Low Involvement Decision Making
• Decision Making Process
• Cognitive vs Emotional Decisions
• Chapter 4 Research
• Introduction
• Research and the Music Industry
• Types of Research
• Overarching Research Issues: Validity and Reliability
• The Research Process
• Online Survey Tools
• Disadvantages of Online Surveys
• Syndicated Research
• Custom Research Firms
• Chapter 5 Branding
• Branding Basics
• Successfully Building a Strong Brand
• Successfully Leveraging the Artist's Brand
• Finding the Right Brand Partner
• Chapter 6 U.S. Industry Numbers
• Sales Trends
• Sales Trends and Configurations
• Annual Sales Trends
• Genre Trends
• Demographic Trends
• Age
• Gender
• Market Share of the Majors and Indies
• Comparison of All and Current and Catalog Albums
• Catalog Sales
• Chapter 7 Label Operations
• Label Operations
• Getting Started as an Artist
• Business Affairs
• Artist and Repertoire: How Labels Pick and Develop Artists
• Discovering Artist
• Producers and A&R Scouts
• Attorneys and A&R
• Publishers and A&R
• Reality TV
• How Artist get on the A&R Radar
• Build a Social Media Presence
• Perform Perform Perform
• Give Away Free Music
• Make Professional Connections
• Fitting In
• Repertoire - A&R After The Signing
• Production Manager / Artist Development
• Creative Services
• Publicity
• Radio Promotion
• Sales and Marketing
• Digital Media / Marketing
• Independent Labels
• Chapter 8 The Marketing Plan
• Who Get the Plan
• The Classic Business School Marketing Plan
• What's in the Record Company Marketing Plan
• Sections of the Plan
• Timing
• The Importance of Street Date
• Chapter 9 Distribution and Sales
• Introduction
• Traditional Distribution
• The "Big 3" Consolidation and Competition
• Vertical Integration
• Major Distribution Organizations
• Independent Distributors - The Aggregators
• Music Supply to Retailers
• Retail Store Profiles
• Role of Physical Distribution
• How the Money Flows
• Forecasting
• Top 10 Revenue Generators
• Metadata
• Timeline
• Retail Considerations
• Inventory Management
• Retail Promotion
• Trade Association
• Chapter 10 Streaming
• The Business of Streaming
• Market Share
• The Business Model
• How Playlists Work
• Spotify
• Apple Music
• Pandora
• Amazon
• Chapter 11 Radio
• The State of Radio
• The Value of Radio
• The Business
• The Radio Broadcasting Industry
• Radio Station Staffing
• Format Clock
• Radio Audiences
• Radio Formats
• Targets of Radio Formats
• What is Important to Programmers
• Ratings, Research and Terminology
• Radio Programming Research
• Satellite Radio
• HD Radio
• Internet Radio
• Getting Airplay
• Promotion and Airplay
• Radio Promotion
• History of Payola
• Getting a Song on the Radio
• Radio Promotion
• Satellite Radio Promotion
• Chapter 12 The Charts and Music Connect
• The History of Trade Magazines
• The Importance of Charts
• Creating the Charts
• Understanding the Billboard Charts
• MediaBase
• Spotify Charts
• YouTube
• iTunes
• Apple Music
• Amazon
• Other Charts that Measure Popularity
• Additional Sources to Track Music
• A Deeper Dive into Nielsen
• History
• Industry Terms
• A Look at Music Connect Data - The Charts
• The Billboard Top 200
• The Billboard Top 200 Song Consumption
• Distribution Market Share
• Genre Percentage
• DMA Percentage of Business
• Overall Sales by Format, Store Strata, and Product Configuration by Time Period
• Dashboard Look at Artist Single
• Dashboard Look at Artist Album
• Top Performing Markets by Album Rank
• Chapter 13 Publicity
• Publicity Defined
• History
• Label vs. Indie Publicist
• Tools of the Publicist
• The Press Kit and EPK
• Photos and Videos
• Press Release
• The Biography
• Press Clippings
• Publicity and Branding
• The Publicity Plan
• Budgets for Money and Time
• Outlets for Publicity
• What to send
• Where to send it
• Television Appearances
• Charities and Public Services
• Bad Publicity
• Chapter 14 Digital Marketing
• Social Media - connecting with fans
• Social Media vs. Social Media Marketing
• Social Media Strategy
• Social Media Best Practices
• Best Practices by Platform
• How Social Media Algorithms Work
• Live Streaming
• Social Media Management and Listening Tools
• Popular Social Media Management Tools
• Content Marketing
• SEO
• Mobile / Texting
• Blogging
• Email Marketing
• Chapter 15 Paid Media
• Paid Media Basics
• Consumer Media
• Target Audience
• Media Strategy
• Media Options
• Digital
• Radio
• Additional Paid Media Opportunities
• Television
• Print
• OOH
• Billboards
• Direct Mail
• Mobile/Texting
• Trade Advertising
• How Advertising Effectiveness is Measured
• Advertising Purchase
• Chapter 16 Artist Support and Tour Sponsorship
• Artist Income
• Tour Support
• Tour Sponsorship
• Festival Sponsorship
• Products in the Music
• The Benefits
• Soundtracks and Compilations
• Product Extensions and Retail Exclusives
• Artists in the Virtual World
• Chapter 17 Merchandise
• Who, What, and When Merch Sells
• Why Does Tour Merchandise Sell
• Designing Merch That Sells
• What Fans Want....that we can make
• Merchandise Decisions that Impact Sales
• Designing Great Merch
• Event Merchandise Operations
• Decisions that Impact Profit and Sustainability
• Inventory management
• Forecast Demand and Revenue
• Merchandise Sales on Tour
• What Else Makes a Difference On Tour
• Selling Merchandise Online
• Increasing Average Order Size / Order Volume
• Leveraging Offer
• Pre-order Campaigns
• VIP Packages
• Protecting Brand Equity - Knock-offs and Unofficial Merchandise
• Index