This Business of Music Marketing & Promotion, Revised and Updated Edition

FROM THE PUBLISHER

Transformation has been the operative dynamic in the music industry since the first publication of This Business of Music Marketing & Promotion in 1999. Online music has provided much of the fuel, with downloadable songs and file-sharing programs creating new avenues of distribution and promotion to consumers worldwide. The old rules of marketing and promotion still apply: You still need to create a marketing plan, cultivate your audience, and understand all the latest music business conventions - from royalty percentages to pricing strategies - that this book thoroughly discusses. But the conventions that were in place at the end of the 20th century no longer apply today. The revised and updated edition of This Business of Music Marketing & Promotion accounts for the music industry's dramatic transformation. It reveals how the Web and other technological developments have revolutionized not only how music is made but also how it can be delivered to customers. Central to this objective is its focus on the full integration of online sales and promotion into the standard music marketing mix, as well as on competitive marketing and promotion tactics, innovative uses of e-mail, and creative approaches to generating sales on a Web site.

New to this edition are expanded chapters on Internet distribution and promotion; more about building a market presence through traditional channels such as television, radio, and video, and through sales incentives, live shows, cross-promotion, advertising, and trade shows and conferences; and a chapter offering "Twenty Profile-Building Ideas to Use Right Now." Also new are six incisive interviews with industry insiders from all corners of the business: an independent singer/recording artist skilled in self-marketing; a veteran major-label marketing executive; a president of a mid-sized record company; a music licensing specialist; a radio promotion executive; an independent music publicist; and a record label's staff publicist. Finally, this edition includes an updated and expanded appendix of marketing and promotion resources, offering current information on advertising; audience and market characteristics and research; government agencies; Internet and Web development; Internet consumer music sites; CD manufacturing; marketing (general and Internet); music distribution (domestic and international); books and magazines; music industry conferences and seminars; music retailing; organizations and trade associations; and more.

FROM THE CRITICS

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