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Record Label Marketing - Tom Hutchison


Published: 24th August 2009
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Published: 26th July 2012
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New Edition View Product

Published: 17th December 2015
RRP $73.99

"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.

"This book covers everything you need to know if you are going to do marketing in the industry. By the time you finish reading Record Label Marketing you'll be able to create your own marketing plan for your own CD." - Clyde Rolston

1. The Basics of Marketing 2. Market Segmentation and Consumer Behaviour 3. The Industry Numbers 4. Marketing Research 5. Record Label Operations 6. Profit and Loss Statement 7. SoundScan and the Music Business 8. How Radio Works 9. Charts, Airplay and Promotion 10. Publicity of Recorded Music 11. Advertising in the Recording Industry 12. Distribution 13. Music Retail Environment 14. Internet Marketing /Grassroots Marketing 15. Music Videos 16. International Marketing 17. Tour Support ? Promotional touring 18. Special Products and Special Markets 19. The Recording Industry of the Future 20. The Marketing Plan

ISBN: 9780240812380
ISBN-10: 0240812387
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 449
Published: 24th August 2009
Country of Publication: GB
Dimensions (cm): 22.86 x 15.24  x 0.64
Weight (kg): 0.77
Edition Number: 2
Edition Type: Revised