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In language that is simple and direct, author Tad Lathrop details promotional skills, publicity plans, royalty guidelines, and more, all supported by real-life examples. He shows how the Web and other technological developments have revolutionized not only how music is made, but how it is marketed and promoted. The old...
In language that is simple and direct, author Tad Lathrop details promotional skills, publicity plans, royalty guidelines, and more, all supported by real-life examples. He shows how the Web and other technological developments have revolutionized not only how music is made, but how it is marketed and promoted. The old rules still apply—create a marketing plan, know your copyrights, be familiar with the laws of commerce—but there are a host of new ones as well, along with new strategies on how to give your recording the exposure it deserves.
This streamlined, reorganized, and updated edition features an all-new chapter (“Twenty-Five Profile-Building Ideas to Use Right Now”), which will help readers get a running start in the recording business. They’ll also find completely updated material about Internet sales and promotion techniques, the latest information available on integrated marketing and e-marketing strategies, and brand-new listings of information resources.
|Notes on the new edition|
|Ch. 1||Selling music in the new entertainment marketplace||1|
|Ch. 2||Charting the corporate hitmaking process||9|
|Ch. 3||Previewing the total marketing program||21|
|Ch. 4||Defining the basic product and its audience||34|
|Ch. 5||Packaging the product||46|
|Ch. 6||Pricing, payouts, and profits||66|
|Ch. 7||Distributing through stores and their suppliers||83|
|Ch. 8||Direct marketing and non-store sales methods||106|
|Ch. 9||Distributing over the internet||122|
|Ch. 10||Promoting the product : publicity||137|
|Ch. 11||Promoting the product : online techniques||154|
|Ch. 12||Promoting the product : radio, video, and television||171|
|Ch. 13||Promoting the product : sales incentives, live shows, and other methods||187|
|Ch. 14||Working the live performance market||199|
|Ch. 15||Expanding the marketing program||211|
|Ch. 16||Generating revenue from writing and publishing||227|
|Ch. 17||Marketing and promoting music in foreign countries||241|
|Ch. 18||Monitoring and managing the marketing program||253|
|Ch. 19||Twenty profile-building ideas to use right now||262|
|Ch. 20||Talking shop : interviews||268|
|App||Marketing and promotion resources||285|
Posted February 10, 2009
Posted March 23, 2008
If a client walks into the marketing department of a music label and tells a panel that his work ¿embodies creative expression unencumbered by commercial considerations,¿ some might begin to worry (Lathrop 28). However, after understanding This Business of Music Marketing and Promotion, one should be amply prepared. Tad Lathrop¿s text examines marketing and promotion in all aspects of the music industry and goes over the entire process of getting music to the public. Lathrop begins by exploring the current music marketplace and how current marketing campaigns are conducted. He goes on to discuss specifics of the marketing and promotion process on all aspects of the industry, such as packaging and pricing, distribution, and live performing. The text also presents discussions with active industry professionals to provide an insider¿s take on the process of marketing music. This informational how-to text offers practical information for anyone currently or prospectively attempting to sell music to the public. With its strengths and weaknesses, I can apply Lathrop¿s text to my area of study and recommend it as an important work in the field of music marketing. - OSU COMP STUDENT 2008Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.