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| Acknowledgments | |
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| Preface | |
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| Setting the Stage, Merchandising, Digital and Physical Retail and Distribution, and Online Marketing | |
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| Creating a Marketing Plan That Works | |
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| The Big Picture | |
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| Defining Your Goals | |
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| Finding Your Audience and Defining Your Market | |
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| Interview: Dave Balter, Founder of BzzAgent | |
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| Components of an Effective Marketing Plan | |
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| Budgeting! The Components of a New Release Budget | |
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| Tailoring Your Plan to Your Strengths | |
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| Making Money through Merchandise Sales | |
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| The Artist as a Brand | |
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| How Merchandising Works, Who's Involved, and Where the Money Comes From | |
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| Putting Together Your Plan: What to Make, What Not to Make, How Much to Make, How to Make It | |
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| Merchandising Sales and Distribution Strategies | |
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| How to Sell Your Music Online: Digital Retailers and Distributors | |
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| Digital Distribution Basics | |
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| Online Music Retail Models | |
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| Online Music Retail Outlets | |
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| Interview: Bob Jamieson, Former CEO of RCA/BMG | |
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| Online Music Distributors | |
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| Interview: Derek Sivers, Founder of CD Baby | |
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| Traditional Brick-and-Mortar Distributors | |
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| Physical Music Distributors: The Process and the Players | |
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| When Do You Need Physical Distribution? | |
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| Independent Artists and Distribution | |
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| Spotlight: Eric Levin (Criminal Records) | |
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| The Details | |
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| Co-Op | |
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| Communicating with Your Distributor | |
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| Marketing to Traditional Retail | |
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| Setting the Stage: The Problems with Retail, and How Smart Stores Are Overcoming Them | |
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| The Importance of the Independent Retailer and Retail Coalitions | |
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| Interview: Eric Levin, Founder of Criminal Records | |
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| How Smart Independents Are Competing in This Environment | |
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| Consignment and Pricing Considerations | |
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| Retail Marketing Opportunities and Resources | |
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| Cover Art and Effective Packaging | |
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| SoundScan: What It Is and Why It Matters | |
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| Online, Mobile, and Video Marketing | |
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| It All Starts at Home | |
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| SEO: Making Your Site POP! | |
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| Measuring Your Online Traffic and Marketing Results | |
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| What Is RSS and Why Should I Use It? | |
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| Social Networking | |
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| The Mobile Revolution | |
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| Video Marketing | |
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| Advertising Considerations, Marketing to Press and Radio, and Making the Most of Your National Tour | |
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| Advertising | |
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| Print Advertising Options: Consumer, Trade, and Co-Op Print Ads | |
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| Researching Your Print Advertising Outlets | |
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| Media Advertising: Radio and Television | |
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| Online Advertising | |
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| Components of an Effective Ad | |
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| Timing Your Ad Campaign | |
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| Publicity | |
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| Press Kit Essentials | |
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| Common Problems with Promo Kits | |
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| The Importance of a Press Story | |
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| Determining Your Press Outlets: Print, Radio, TV, and Online | |
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| How to Pitch Print Media | |
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| Independent Publicists | |
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| Interview: Sonya Kolowrat, Publicist for the Beggars Group | |
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| Radio Promotion | |
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| How Radio Works | |
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| When Should You Consider Radio Support? | |
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| How a Terrestrial (Brick-and-Mortar) Radio Station Is Structured | |
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| How Noncommercial Radio Works | |
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| Marketing to Noncommercial Radio | |
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| How Commercial Radio Works | |
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| Independent Radio Promoters | |
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| Internet Radio: The Future of Radio | |
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| Interview: Bob Jamieson, Former CEO of RCA/BMG | |
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| Making the Most of a Tour | |
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| Key Players in the Touring Business | |
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| Interview: Dan Peraino, Booking Agent | |
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| Promoting the Show: Working with the Venue | |
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| Promoting the Show: What You Should Be Doing to Promote Yourself | |
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| Promoting the Show: Press | |
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| Promoting the Show: Retail | |
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| Tour Support from a Label | |
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| Putting it all Together | |
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| Timing Is Everything! | |
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| Timing the Pre-Release Marketing of Your Record | |
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| Long Lead Pre-Release Marketing (15 to 20 Weeks out from Street Date) | |
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| Moderate Lead Pre-Release Marketing (7 to 14 Weeks out from Street Date) | |
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| Short Lead Pre-Release Marketing (Up to 6 Weeks Out) | |
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| How to Service Key Marketing Outlets Pre-Release | |
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| Post-Release Marketing Recap | |
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| Phase II Marketing: Capitalizing on Your Success | |
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| Conclusion | |
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| About the Author | |
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| Index | |