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Rolston Clyde Philip - Record Label Marketing 3rd Edition

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Rolston Clyde Philip Record Label Marketing 3rd Edition

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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 - photo 1

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.

Contents
Amy Macy

I especially want to thank my coauthor, Clyde Rolston, who put up with my bad eating habits and poor grammar to make this 3rd edition happenyou are a superb writing partner! Also to Tammy Donham and Ariel Hyatt whose chapter contributions are invaluable. Im grateful for my friendships, old and new, with those clever and talented folks who are the music business. This 3rd edition is built on the work of colleagues Tom Hutchison (who I think of daily on matters bookish and curricular) and Paul Allen, who has been an immeasurable support during this last writing. Thanks to new Leadership Music friends Tim Roberts, Operations/Program Director, CBS Radio, and Rob Simbeck, writer, Bob Kingsleys American Country Countdown; who have lent their expertise, advice, and support on many subjects throughout this project. Thanks to old friends Danny Bess, VP of Finance, UMG Nashville, Debbie Linn, Executive Director of Leadership Music, and John Conway, Senior Director, National Sales and Label Relations at Sony Music Entertainment, for their never-ending connection to the real world and for their on-going friendship. How bout Jim Lidestri and Chris Muratore at Border City Media BuzzAngle Music for blazing new trails in big data for musicyou guys are thinking! Thanks for sharing your insights. And a BIG thank you for making it happen with our Nielsen friends to Josh Bennett and David Bakula.

I stay motivated by my colleagues at Middle Tennessee State University and the Department of Recording Industry who maintain an educational integrity that I so admire. Thank you to the students of this outstanding program who keep me inspired and let me be a part of their dreams. Mucho Gracias to the dance moms who helped to keep my lil dancers going when I couldnt be there, especially Alice Charron. And lastly, to my family: Doug, Millie Mae, Emma Jo, Grammy, and Choo Choowho went on without me, endured my all-nighters, listened to my anxieties, and gave me hope. Thank you all.

Clyde Rolston

I would like to thank my coauthor, Amy Macy, for her perseverance, guidance and positive attitude throughout the process of writing this edition. I am also grateful to Tom Hutchison for the opportunity to be a part of this book; to Tom and Paul Allen for their contributions to earlier editions that reverberate through the current edition. Many thanks to the colleagues who reviewed early manuscripts and whose thoughtful comments helped make this a better book. A special thanks to Ariel Hyatt, Tammy Donham, Jim Donio, Dave Pomery, Don Passman, and Fred Buc for their contributions to the book. I owe a big debt of gratitude to my students, department chair Rush Hicks, and my dean, Wesley Bulla, for allowing me the time and distraction of being a textbook writer. Thank you to my colleagues for their support, especially Larry Wacholtz, Sarita Stewart, Cheryl Slay-Carr, Dan Keen, Richard Churchman, and Barry Padgett. And most of all, thank you to my wife, Allison, and my children, Elliott, Jessica, and Kristen, whose faith, love, and support make all of my days better.

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