Take It To Market

MUM Says: Taking the product to market successfully should see the full spectrum of activities executed at some scale. Make ‘em aware, get ‘em to engage, turn curiosity into trust as this song converts that music lover’s desire to share in sentiment into a sub-cultural exchange of goods.

Marketing is the whole strategy, including all of the different methods, mediums and channels utilised. A successful marketing campaign creates public awareness of a product and represents the product in a “good light” meaning that it’s credible.

Key Marketing Activities in the Music Industry

• Digital Marketing - Social media, Venue Databases or EDM's (electronic digital media), email databases / campaigns, blogs, Websites, Influencers, Podcast, Live streaming etc.

• Traditional (Media / Publicity) - Radio & TV, Print Media (Interviews, placements etc)

• Promotional Activities - Paid Advertising, Non-musical content - photos, videos, blogs

• Strategic / Innovative - Collaboration, sponsorship, crowdfunding, face to face, apps, emerging technology, creative engagement techniques

• Physical - Merchandise and other physical products (non-musical products)

Marketing as a concept

Different products have different audiences and factors that need to be considered. Connect product with desired target audience

Factors such as:

• Age / demographic

• Usage of digital technology / habits

• Prior data collected on identified target markets

Goods and Services

All products that are marketed are either goods or services. In the case of music it can be described as a non-tangible good ie: a sound file. Services exist in the music industry which are all focused around the distribution, ownership and usage of copyrighted material.

Goods and Services Across the 5 Industry Sectors

Artist - Owns the goods

Manager - Helps the artist distribute the goods (Distribution, licensing, placement / synchronisation and live performance)

Distributor - Provides distribution services.

Publishing - Prodivde publishing services.

Booking - Services that place live performances into suitable venues.

As you can see, the good is the product and the services are business offerings that allow the product to become more visible to the public eye. Some do it better than others. From session 1 marketing is defined as: “The action or business of promoting and selling products (goods) or services”.

You can market services and you can market goods. You can market a good by utilising available services. This is where things become more involved. In layman's terms: People who own goods want to market their goods, if they do not possess the necessary skills, knowledge or network they will enlist a company to provide that service for them.

Equally, companies providing services will want to market themselves so potential customers will use their services.

As a summary: Every marketing campaign is a strategic release timeline coupled with relevant (advertising, publicity and promotion activities)

Other Information:

• Companies and owners of goods and services all conduct marketing (in the case of the music industry the “goods” is the music recording (Digital, CD, Vinyl etc) and the services are the businesses that operate within the industry.

• Music and associated products are tangible / physical associated products with the intangible digital recording as the sound file.

• Marketing in the 21st century is all about building trust / relationships with the consumer and creating brand awareness through ethical and sustainable business practices.

Marketing across specific Industry Sectors

Marketing as an Artist

• Self promotion / self-managed utilising all available technology, traditional and other available marketing services.

• May enlist the services of a publicity company for a release campaign (label services)

• Have a manager to aid in providing business / marketing strategies and services for them at a negotiated percentage

• Be part of a label (Marketing may be taken care of for them)

Marketing as a Manager

• May be a sole operator providing marketing strategies and services for one or a selection of artists

• May own a small business overseeing multiple musicians signed to an independent label or label services

• May work under a company structure communicating label business services to the band

• May undertake self-promotion as a sole operator approaching potential artists, developing an online presence and even promoting themselves through traditional methods

marketing music and associated products

• Single

• Album

• Tour

• Creating Brand Awareness (public awareness)

• Physical products: Merch, book, CD, vinyl, other

• Service/s

Each product may require a different strategy. Each artist will generally have a different marketing plan.

Marketing generally comprises 2 activities:

• Marketing strategies and practices promoting available goods (if applicable to industry sector) Marketing plan for a specified product.

• Self-promotion of business services.

Marketing involves engaging with the public and when the public responds you have to build the brand.