Chapter 7Musical Ride

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Chapter 7-Musical Ride

• Nicole Howatt

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Musical Roots
To What?
From What?
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Quick Snapshot of Music Development

• Aspiring singer/songwriter writes few hot songs
  for a hot genre
• They form a band or work solo and build a loyal
  fan base at music clubs and festivals
• They hire a manager/producer
• An AR professional hears the demo, likes it,
  makes a recommendation to produce a CD, and puts
  the act in front of music label executive with
  decision making authority
• Senior exec agrees to move forward and commits to
  a budget to move the act forward
• Label hires or uses staff engineers, back ups,
  studios, artists, songwriters, and in house
  producer to polish the work
• A CD is mastered and a major marketing push
  developed
• A music video is made, a publicist arranges talk
  shows, a tour manager books concerts, magazine
  covers are planned, national radio air play is
  organized, and the video is aired on MTV or VH1
• Shipments go to wholesaler, major music retailers
  are sent details on marketing push, signage is
  put in stores, and media and publicity campaign
  in implemented

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Money Changes Everything

• Retail sales of CDs etc.
• Ticket sales
• Royalties and fees from performance of recordings
  on radio, TV, movies, and commercial venues such
  as restaurants and nightclubs
• Fees of re-recorded music and play by Muzak and
  other background companies, reproduction in music
  boxes and toys
• Retail sales income and royalties for sheet music
• Sales of t-shirts, jackets, tour books, and other
  promotional merchandise

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How do I tap that income?Traditional Approach

• Sign a contact with a major record company who
  takes care of marketing and promotions
• Align the act with an established music publisher
  who takes acre of administrative and promotional
  matters of songwriting
• With music publisher, affiliate with performing
  rights organization (ASAP and BMI) who track
  radio and TV airplay and handle your royalties
• Hook up with a large talent and booking agency
  who handles business of touring and live
  performance
• Hire independent publicity firm (some already
  done by record label but the indie adds fuel
  with more magazine and newspaper coverage)

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People Involved
MARKETING
SALES
PROMOTION
PUBLICITY
ADVERTISING
CREATIVE SERVICES
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ARTIST
FINISHED MASTER RECORDING
A R
RECORDING
PRESSING/ DUPLICATION
MKTG/SALES
PRODUCT PACKAGING
PRESS KITS/ PROMO MATERIAL
PROMO ITEMS/ STORE DISPLAYS
PACKAGED CDs/TAPES
CDs/TAPES PROMO MATERIAL
MASS MEDIA
DISTRIBUTOR
PRESS COVERAGE
RETAIL STORES
CDs/TAPES
CONSUMER
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The Alternative Route-Do it Yourself or Guerilla
Marketing

• Record the CD in small studio
• Order mass duplication and storage of CDs
• Form small publishing company and deal directly
  with performing rights agencies
• Use Internet to promote CD and act
• Sell CD via Internet, direct mail, and toll free
  numbers
• Convince smaller record stores to stock CD
• Personally book live club dates
• Make personal contact with area media to
  publicize act

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Build the Product and They Will Come?

• Differentiating the product from competitors
• Categorized for marketing purposes
• Target audience must be large enough to justify
  cost
• Product must have selling points that can be
  articulated
• Must be differentiated from competition

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The Rapper

• Packaging
• Physical requirements
• Information requirements
• Attractive, quality design
• Persuasive design
• Cost

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Pricing

• Recording costs
• Studio time
• Musicians
• Producer
• Engineer
• Tape
• Mastering
• Packaging
• Promotional costs

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Promotions

• Print media
• Daily news
• Magazines
• general interest, lifestyle, entertainment, music
  and pop culture, genre based, promotional,
  hobbyists and professionals, record collectors,
  trade pubs, fanzines
• Web based publications
• Radio
• Talk radio with music guests
• All news radio
• Commercial music radio
• Variety programming
• National public radio
• College radio
• TV
• Network late night, morning news with musical
  guests, prime time news with music topics,
  showbiz news, cable music programming
• Internet

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C for Content

• Protection
• ASCAP
• BMI
• IMJV

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The Gatekeepers

• Radio
• I want airtime!
• The indies
• Payola
• Bogus request scams

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The Gatekeepers

• Touring-
• How on earth do I afford it? The MegaTour
• Retail
• TV
• VH1 and Viacom
• Back to that teen market

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C for Conduit

• For every 100, 20 are gold or platinum
• Independents
• Private labels

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Music to the Masses

• Movin merchandise
• - Whats Walmart got to do with it?
• Like a virgin
• Music by mail

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Trends

• New Niches
• Latin craze
• Black urban music
• Opera goes pop
• The church phenomenon
• Repackaging

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Trends

• Soundtracks
• Techno trends
• Piracy

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Also.

• Global Music Market
• Billboard.com