Record Label Marketing - Softcover

Macy, Amy; Hutchison, Tom; Allen, Paul

Softcover

ISBN 10: 0240812387 ISBN 13: 9780240812380

Publisher: Routledge, 2009

Synopsis

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

* Builds knowledge, learn the basics of the marketing mix, market segmentation and consumer behaviour
* Gives essential marketing strategies, understand grassroots promotion, and Internet/ New Media as well as international opportunities
* Gives vital information on label publicity, advertising, retail distribution and marketing research.

About this title

From the Back Cover:

This second edition of Record Label Marketing continues its top reputation of being the most comprehensive look at the inner workings of record labels anywhere, showing how they connect commercial music with consumers. In the current climate of selling music through both traditional channels and new media, the authors carefully explain the components of the contemporary label's marketing plan and how it is executed. The book is clearly illustrated throughout with figures, tables, graphs, and glossaries. Record Label Marketing has become essential reading for current and aspiring professionals, and for music business students everywhere. The book also includes a valuable overview of the music industry and 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.

About the Author:

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.

About this edition

• Publisher: Routledge
• Publication date: 2009
• ISBN 10: 0240812387
• ISBN 13: 9780240812380
• Binding: Paperback
• Edition number: 2
• Number of pages: 448