RECORD LABEL MARKETING (2ª ED.)

'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 explain the components of the contemporary record label's marketing plan and how it is executed. This edition is illustrated throughout with figures, tables, graphs, and glossaries, and includes a overview of the music industry. The book presents 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 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.