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This Business of Music Marketing and Promotion A Practical Guide to Creating a Completely Intergrated Marketing and E-Marketing Campaign

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ISBN-10: 0823077292

ISBN-13: 9780823077298

Edition: 2nd 2003 (Revised)

Authors: Tad Lathrop, Ted Lathrop

List price: $24.95
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Description:

In language that is simple and direct, author Tad Lathrop details promotionalkills, publicity plans, royalty guidelines and more, all supported byeal-life examples. He shows how the web and other technological developmentsave revolutionized not only how music is made, but also how it is marketednd promoted. The old rules still apply - create a marketing plan, know youropyrights, be familiar with the laws of commerce - but there are a host ofew ones as well, along with new strategies on how to give your recording thexposure it deserves.;This streamlined, re-organized and updated editioneatures an all-new chapter ("Twenty-five Action-Generating Marketing Ideaso Use Right Now"), which will help readers get a running start into theecording business. The book also includes updated material about Internetales and promotion techniques, the latest information available onntegrated marketing and e-marketing strategies, and new listings ofnformation resources.
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Book details

List price: $24.95
Edition: 2nd
Copyright year: 2003
Publisher: Potter/TenSpeed/Harmony/Rodale
Publication date: 10/1/2003
Binding: Hardcover
Pages: 320
Size: 6.50" wide x 10.25" long x 0.75" tall
Weight: 1.232
Language: English

Acknowledgments
Notes on the New Edition
Preface
Overview of the Contents
Selling Music in the New Entertainment Marketplace
Music Marketing and Promotion Defined
The Current Marketplace
The Market-Aware Music Seller
The Independent Musician's Challenge
The Music Marketer's Advantage
Charting the Corporate Hitmaking Process
The Record Company Marketing Process
The Music Publisher's Marketing Process
Previewing the Total Marketing Program
You, the Marketer
The Need for a Plan and a Program
The Four P's of Marketing
Beyond the Four P's: The Finer Points of Marketing Music
Components of a Music Marketing Program
Defining the Basic Product and Its Audience
The Core Product
Choosing Product Formats
Identifying the Product's Appeal
Identifying the Audience
Building a Mailing List
Building Bonds with Your Audience
Packaging the Product
The Package as Marketing Tool
Key Factors in Packaging Design
Visual Branding
Steps in Package Creation
Pricing, Payouts, and Profits
Price
Cost
Competition
Consumer
Calculating Profitability
Additional Factors Affecting Price
Distributing Through Stores and Their Suppliers
Types of Retail Outlets
Getting Product to the Retail Outlets
Types of Distributors
Services Provided by Distributors
What Kind of Distributor is Right for You?
How to Find a Distributor
How to Approach a Distributor
Financial Arrangements with Distributors
What You Need to Provide to the Distributor
Securing Prime Retail Display Space
Supporting the Distributor's Efforts
Other Distribution Arrangements
Direct Marketing and Non-Store Sales Methods
Direct Marketing
Catalog Marketing Through other Companies
Licensing to Record Clubs
Selling Recordings at Live Shows
Distributing over the Internet
Getting Music to Fans the Way They Want It
Overview of Internet Distribution
Options for Online Transactions and Purchases
Types of Internet Sales Outlets
Promoting the Product: Publicity
Publicity: Free Advertising
The Media and Its Participants
Types of Media Coverage
Tools of the Publicity Seeker
Publicity Tactics and Techniques
Independent Publicists
Promoting the Product: Online Techniques
Using Your Own Web Site as a Promotional Tool
Using E-mail to Promote Your Music
Promotion Using Established Multi-Artist Web Sites
Promotion Using Mainstream Retail Music Sites
Promoting the Product: Radio, Video, and Television
Radio Promotion
Video and Television as Promotional Tools
Promoting the Product: Sales Incentives, Live Shows, and Other Methods
Sales Promotion
Live Performance as Promotion
Cross-Promotion
Advertising
Trade Shows and Conferences
Sample Promotion Strategies
Working the Live Performance Market
New or Local Artists and Live Performing
Middle-Level Artists and Live Performing
National Headliners and Live Performing
Corporate Sponsorships
Expanding the Marketing Program
DVD and VIDEO
Television
Movies
Commercials
Compilation Albums
Custom Albums
Non-Music Merchandise
Generating Revenue from Writing and Publishing
What is Music Publishing?
Mechanical Licensing Fees
Synchronization Licensing Fees
Commercial Advertising Licensing Fees
Background-Music Revenue Sources
Performance Licensing Fees
Marketing and Promoting in the Music Publishing Environment
Theater Music
Printed Music
Marketing and Promoting Music in Foreign Countries
Establishing an International Presence Online and Off-Line
Foreign Distribution and Sale of Music Products
Foreign Earnings for Writers and Publishers
International Touring and Live Performance
Monitoring and Managing the Marketing Program
The Marketing Management Master List
Navigating the Shifting Currents of the Music Marketplace
Twenty Profile-Building Ideas to Use Right Now
Talking Shop: Interviews
Marketing Yourself as an Independent Musician
A Marketer's Advice for Emerging Artists
Tactics Used in Marketing
Getting Music on Radio
Licensing Music to Television and Film
Getting Coverage in the Media
Marketing and Promotion Resources
Index