Elements of Music Management - Sally Gross

Elements of Music Management - Sally Gross

Music Marketing: Streams, Sales and Fan Accumulation - Life's a Stream

Elements of Music Management - Sally Gross

Graham Ball [+-]
University of Westminster and Berklee University
Graham Ball has worked in marketing as Marketing Director for Columbia Records, MD of INCredible Records and International Marketing Director of Virgin Records and as a London-based promoter of live events. He currently runs a successful events agency and lectures at the University of Westminster and Berklee University (Boston & Valencia)

Description

The chapter appraises the different methods of marketing employed in the digital space and seeks to critically contextualize the changes and methods in the inter-related stages of targeting, positioning, branding and campaigning including marketing plans and budgets and the coordination of live, digital, radio, TV, print and advertising activities. Mainstream, niche and DIY marketing trends are examined, illustrated by real life marketing campaigns drawn from major and indie labels plus successful DIY releases. Furthermore this chapter explores the changed face of music marketing – the shift to digital and social media from more traditional “push” marketing techniques. Today music marketing is a catch-all term, which in practice covers 3 distinct and overlapping stages in the process of developing recorded music to the point of commercial release;- namely identifying an intended target market for the release, positioning the artist and their music to appeal to these consumers and finally co-ordinating promotional and advertising activities in a “release campaign”. This is the stage where creativity is tested for commerciality and subsequently marketing (and promotion) of music is characterised by uncertainty. Is the music “good enough”? Will it find favour with its intended target market?

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Citation

Ball , Graham. Music Marketing: Streams, Sales and Fan Accumulation - Life's a Stream. Elements of Music Management. Equinox eBooks Publishing, United Kingdom. Aug 2020. ISBN 9781781794319. https://www.equinoxpub.com/home/view-chapter/?id=24073. Date accessed: 21 Sep 2019 doi: 10.1558/equinox.24073. Aug 2020

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