Clyde Philip Rolston - Record Label Marketing

Record Label Marketing, Third Edition is the essential resource to help you understand how recorded music is professionally marketed. Fully updated to reflect current trends in the industry, this edition is designed to benefit marketing professionals, music business students, and independent artists alike.

As with previous editions, the third edition is accessible for readers new to marketing or to the music business. The book addresses classic marketing concepts while providing examples that are grounded in industry practice. Armed with this book, youll master the jargon, concepts, and language you need to understand how music companies brand and market artists in the digital era.

Features new to this edition include:

• Social media strategies, with coverage of step-by-step tactics used by major and independent labels, presented in a new section contributed by Ariel Hyatt, owner of CYBER PR
• An in-depth look at SoundScan and other big data matrices used as tools by all entities in the music business
• An exploration of the varieties of branding, with particular attention paid to the impact of branding on the artist and the music business, in a new chapter contributed by Tammy Donham, former Vice President of the Country Music Association
• A robust companion website (focalpress.com/cw/macy) with web links, exercises, suggestions for further reading and instructor resources such as PowerPoint lecture outlines, a test bank, and lesson plans

Amy Macy is an Associate Professor and recent Music Business Internship Coordinator who received both her undergraduate degree in Music Education and her Masters degree in Business Administration from Belmont University. She has taught Marketing of Recordings, Record Retail Operations, Survey of the Recording Industry, The Nashville Music Business, and the Lecture Series, developed and delivered online courses in all these subjects, and headed up an Old Time String Band Music Ensemble. Amy is co-author with Tom Hutchison and Paul Allen of Record Label Marketing, editions 1 and 2.

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 a Vice President of Marketing at Centaur Records, Inc. Dr. Rolston received a PhD in Marketing from Temple University and has taught marketing to music business students for over 12 years.

Record Label Marketing

How Music Companies Brand and Market Artists in the Digital Era

Third Edition

Amy Macy, Clyde Rolston, Paul Allen, and Tom Hutchison

This edition published 2016
by Focal Press
711 Third Avenue, New York, NY 10017

and by Focal Press
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Focal Press is an imprint of the Taylor & Francis Group, an informa business

2016 Amy Macy, Clyde Rolston, Thomas Hutchison, and Paul Allen.

The right of Amy Macy, Clyde Rolston, Thomas Hutchison, and Paul Allen to be identified as authors of this work has been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Notices
Knowledge and best practice in this field are constantly changing. As new research and experience broaden our understanding, changes in research methods, professional practices, or medical treatment may become necessary.
Practitioners and researchers must always rely on their own experience and knowledge in evaluating and using any information, methods, compounds, or experiments described herein. In using such information or methods they should be mindful of their own safety and the safety of others, including parties for whom they have a professional responsibility.
Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

First edition published by Focal Press, 2006
Second edition published by Focal Press, 2010

Library of Congress Cataloging-in-Publication Data
Hutchison, Thomas W. (Thomas William)
Record label marketing : how music companies brand and market artists in the digital
era / Tom Hutchinson, Amy Macy, Paul Allen. Third edition.
pages cm
1. Music trade. 2. Sound recordingsMarketing. 3. Sound recording industry. I. Macy,
Amy. II. Allen, Paul, 1946 III. Title.
ML3790.H985 2016
780.688dc23
2015012801

ISBN: 978-0-415-71515-7 (hbk)
ISBN: 978-0-415-71514-0 (pbk)
ISBN: 978-1-315-88205-5 (ebk)

Typeset in Kuenstler
by Apex CoVantage, LLC

The Third Edition of Record Label Marketing is dedicated to our friend, colleague, and coauthor, Tom Hutchison.