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

( 2 )

Overview

The maxim in the music industry has always been “You can’t make it on talent alone,” and with This Business of Music Marketing & Promotion, you don’t have to.

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...

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Overview

The maxim in the music industry has always been “You can’t make it on talent alone,” and with This Business of Music Marketing & Promotion, you don’t have to.

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.

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Editorial Reviews

Booknews
A guide to planning and producing a complete marketing campaign for selling music to the listening public, with sections on the music marketing environment, hands-on music marketing and promotion, and music marketing and promotion on the Internet, plus interviews with professionals. For musicians, managers, record executives music publishers, entrepreneurs, and students of the entertainment industry. An appendix lists resources and organizations in areas such as marketing, manufacturing, audience research, retailing, and radio. Annotation c. Book News, Inc., Portland, OR (booknew.com)
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Product Details

  • ISBN-13: 9780823077298
  • Publisher: Potter/Ten Speed/Harmony
  • Publication date: 10/1/2003
  • Edition description: Revised
  • Edition number: 2
  • Pages: 320
  • Sales rank: 617,097
  • Product dimensions: 6.36 (w) x 10.75 (h) x 0.97 (d)

Meet the Author

Tad Lathrop has written and edited music and marketing materials for a host of companies and publishers, including SonicNet and Launch. He lives in Oakland, CA.
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Table of Contents

Acknowledgments
Notes on the new edition
Preface
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
Index 300
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Customer Reviews

Average Rating 4.5
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Sort by: Showing all of 2 Customer Reviews
  • Posted February 10, 2009

    This Business of Music

    Great reference book!

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted March 23, 2008

    OSU COMP STUDENT 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 2008

    Was this review helpful? Yes  No   Report this review
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