Marketing Recorded Music

Tammy Donham is Associate Professor of Recording Industry Studies at Middle Tennessee State University. She frequently teaches online courses and was the recipient of the 2016 Outstanding Achievement in Instructional Technology Award. Donham is a graduate of Leadership Music (class of 2012), as well as a member of the Country Music Association. Amy Sue Macy, Professor in the Department of Recording Industry at Middle Tennessee State University, received both her undergraduate degree in music education and her master's degree in business administration from Belmont University. For 15 years, she worked for various labels, including MTM, MCA, Sparrow Records, and the RCA Label Group. Clyde Philip Rolston is Professor of Music Business in the Mike Curb College of Entertainment and Music Business at Belmont University. Prior to joining the faculty at Belmont University, he was the Vice President of Marketing at Centaur Records, Inc., where he also engineered and produced many projects, including recordings by the Philadelphia Trio and the London Symphony Orchestra.

• List of FiguresList of TablesList of Contributors AcknowledgementsChapter 1 IntroductionWhy Sign to a Record LabelRevenue StreamsMusic EverywhereThe New DealPublishingTouring and MerchandiseChapter 2 Marketing ConceptsSelling Recorded MusicWhat is MarketingThe Marketing MixProductProduct PositioningThe Product LifecycleThe Diffusion in Innovations and Adopter CategoriesInfluences on AdoptionHedonic Responses to MusicPricing StrategiesChapter 3 Segmentation and Consumer BehaviorMarkets and Market SegmentationSegmentation CriteriaMarket SegmentsGeographic SegmentationDemographic SegmentationMultivariable SegmentationPsychographic SegmentationPersonality Segmentation Behavioral SegmentationProduct UsageBenefits SoughtBrand LoyaltyUser StatusThe Millenial GenerationTarget MarketsConsumer Behavior and Purchasing DecisionsNeeds and MotivesConverting Browsers to BuyersHigh and Low Involvement Decision MakingDecision Making ProcessCognitive vs Emotional DecisionsChapter 4 ResearchIntroductionResearch and the Music IndustryTypes of ResearchOverarching Research Issues: Validity and ReliabilityThe Research ProcessOnline Survey ToolsDisadvantages of Online SurveysSyndicated ResearchCustom Research FirmsChapter 5 BrandingBranding BasicsSuccessfully Building a Strong BrandSuccessfully Leveraging the Artist’s BrandFinding the Right Brand PartnerChapter 6 U.S. Industry NumbersSales TrendsSales Trends and ConfigurationsAnnual Sales TrendsGenre TrendsDemographic TrendsAgeGenderMarket Share of the Majors and IndiesComparison of All and Current and Catalog AlbumsCatalog SalesChapter 7 Label OperationsLabel OperationsGetting Started as an ArtistBusiness AffairsArtist and Repertoire: How Labels Pick and Develop ArtistsDiscovering ArtistProducers and A&R ScoutsAttorneys and A&RPublishers and A&RReality TVHow Artist get on the A&R RadarBuild a Social Media PresencePerform Perform PerformGive Away Free MusicMake Professional ConnectionsFitting InRepertoire - A&R After The SigningProduction Manager / Artist Development Creative ServicesPublicityRadio PromotionSales and MarketingDigital Media / MarketingIndependent LabelsChapter 8 The Marketing PlanWho Get the PlanThe Classic Business School Marketing PlanWhat’s in the Record Company Marketing PlanSections of the PlanTimingThe Importance of Street DateChapter 9 Distribution and SalesIntroduction Traditional DistributionThe "Big 3" Consolidation and CompetitionVertical Integration Major Distribution OrganizationsIndependent Distributors - The AggregatorsMusic Supply to RetailersRetail Store ProfilesRole of Physical DistributionHow the Money FlowsForecastingTop 10 Revenue GeneratorsMetadataTimelineRetail ConsiderationsInventory ManagementRetail PromotionTrade AssociationChapter 10 StreamingThe Business of StreamingMarket ShareThe Business ModelHow Playlists WorkSpotifyApple MusicPandoraAmazonChapter 11 RadioThe State of RadioThe Value of RadioThe BusinessThe Radio Broadcasting IndustryRadio Station StaffingFormat ClockRadio AudiencesRadio Formats Targets of Radio FormatsWhat is Important to ProgrammersRatings, Research and TerminologyRadio Programming ResearchSatellite RadioHD RadioInternet RadioGetting AirplayPromotion and AirplayRadio PromotionHistory of PayolaGetting a Song on the RadioRadio PromotionSatellite Radio PromotionChapter 12 The Charts and Music ConnectThe History of Trade MagazinesThe Importance of ChartsCreating the ChartsUnderstanding the Billboard ChartsMediaBaseSpotify ChartsYouTubeiTunesApple MusicAmazonOther Charts that Measure PopularityAdditional Sources to Track MusicA Deeper Dive into NielsenHistoryIndustry TermsA Look at Music Connect Data - The ChartsThe Billboard Top 200The Billboard Top 200 Song ConsumptionDistribution Market ShareGenre PercentageDMA Percentage of BusinessOverall Sales by Format, Store Strata, and Product Configuration by Time PeriodDashboard Look at Artist SingleDashboard Look at Artist AlbumTop Performing Markets by Album RankChapter 13 PublicityPublicity DefinedHistoryLabel vs. Indie PublicistTools of the PublicistThe Press Kit and EPKPhotos and VideosPress ReleaseThe BiographyPress ClippingsPublicity and BrandingThe Publicity PlanBudgets for Money and TimeOutlets for PublicityWhat to sendWhere to send itTelevision AppearancesCharities and Public ServicesBad PublicityChapter 14 Digital MarketingSocial Media - connecting with fansSocial Media vs. Social Media MarketingSocial Media StrategySocial Media Best PracticesBest Practices by PlatformHow Social Media Algorithms WorkLive StreamingSocial Media Management and Listening ToolsPopular Social Media Management ToolsContent MarketingSEOMobile / TextingBloggingEmail MarketingChapter 15 Paid MediaPaid Media BasicsConsumer MediaTarget AudienceMedia StrategyMedia OptionsDigitalRadioAdditional Paid Media OpportunitiesTelevisionPrintOOHBillboardsDirect MailMobile/TextingTrade AdvertisingHow Advertising Effectiveness is MeasuredAdvertising Purchase Chapter 16 Artist Support and Tour SponsorshipArtist IncomeTour SupportTour SponsorshipFestival Sponsorship Products in the MusicThe BenefitsSoundtracks and CompilationsProduct Extensions and Retail ExclusivesArtists in the Virtual WorldChapter 17 MerchandiseWho, What, and When Merch SellsWhy Does Tour Merchandise SellDesigning Merch That SellsWhat Fans Want….that we can makeMerchandise Decisions that Impact SalesDesigning Great MerchEvent Merchandise OperationsDecisions that Impact Profit and SustainabilityInventory managementForecast Demand and RevenueMerchandise Sales on TourWhat Else Makes a Difference On TourSelling Merchandise OnlineIncreasing Average Order Size / Order VolumeLeveraging OfferPre-order CampaignsVIP PackagesProtecting Brand Equity - Knock-offs and Unofficial MerchandiseIndex

"A definitive resource for teaching marketing and promotion in the music industry, professors should consider adding this as required text for their course"Terrance Tompkins, MBA, Program Coordinator/Assistant Professor, Hofstra University