Record Industry – Part 2

Marketing and Merchandising

Important Thought

• “Everyone from the largest major recording label to the self released independent artist will benefit by knowing the market, identifying the target audience, and planning an effective marketing and promotion strategy.”

Develop A Marketing Plan• Strategy on how the recording will be promoted to various

outlets, including radio, press, retail, advertising, Internet, television, and “street”/grassroot initiatives

• Marketing Hooks• Mechanical – Assembled Graphic Elements• P.O.P. – Point-of-Purchase Materials (Posters, Banners etc)• Large Label Breakdown:

– Marketing People– Radio Promoters– Publicists– Advertising Managers

SWOT

• Strengths – What has artist done successfully?• Weaknesses – Avoid roadblocks by identifying

them• Opportunities – What opportunities can we

use in our favor? Connections? • Threats – Identify possible forces working

against you (i.e. Too many releases competing for press, current economy, artist backlash)

Art Vs. Commerce

• Delicate balance between Art Vs. Commerce for Record Labels

• Watch Videos– Jose Behar

Elements of Marketing Plans

• Targets– Radio (No Longer Sole Influence, Heavyweight)

• Radio Promoters focus on appropriate styles of promotion (Single-Based or Albums-Based Format?)

– Reporting Stations• Station that trade papers and tip sheet publishers monitor to learn

which recordings have been programmed…how the charts are made• BDS – Broadcast Data System• Internet Radio, Satellite Radio, Cable Radio (Alternatives)

– Mailing, Telephone Follow-Ups• Promotional Outlets• Mail Campaigns need to be followed up with telephone calls

Publicity

• Many major labels handle “in-house”• Word Of Mouth• Reviews, Feature Articles, Interviews• Dailies and Weeklies (i.e. Phoenix New Times)• Fan Zines/Internet Blogs• Retail – Price and Positioning (End Caps, Special

Location, P.O.P)• One Sheets – Major Selling Points– Watch Video: Effective One Sheets

Advertising

• Focus– Institutional (Consumer-Based)– Cooperative (Retail Benefits)– Trade (Billboard to Poll Star)

• Video and DVD• Club Promotions – Test new material• Campaign Management – Product Manager

Record Distribution

• Major Label• Independent• One-Stops • Music Clubs• Watch Video: Distribution Fees• Read the Following Article: – Record Distribution

Music Business Association

• Formerly National Association of Recording Merchandisers (NARM)– Changed name in 2013– General Members– Associate Members– Article About MBA

Data Collection

• Broadcast Data System• Mediabase 24/7• MEDIAGUIDE – ASCAP Competitor to Mediabase 24/7

• SoundScan– Tabulates sales of recorded products

Record Markets

• RIAA (Recording Industry Association of America)• All Major Labels are Members• Certify “Gold,” “Platinum,” “Multi-Platinum,” or

“Diamond”

• Categorization– Cross-Over Recordings (Mixing of Genres)

• Stylistic Preferences– Certain Genres Sell Better Than Others

• Demographics

References

• All content in this lecture is created by Henri Benard and various referenced websites contained within the slides. This information is intended only for use by students enrolled in MUC109 at Mesa Community College. No unauthorized use shall be granted.– © Henri Benard 2014