Traditional methods (indirect):
This puts the record deal completely in the hands of the record comapny, Marketing costs are not recoupable under this model, and so unless a minimum figure is set in the recording contract, then here is no guarantee that a label will put a effective amount of money into support a band's marketing campaign.
The internet, particuarly websites such as MySpace
Bands are able to use this direct marketing to their advantage as they can talk directly to their fan base before they even have a record deal. This has cut ou the necessity for a more traditional marketing platform in order to reach and audience. However, in order to have long term success, the band neeed to have a strong marketing strategy combining both direct and indirect marketing (radio, press, TV, online and club pluggers as well as advertising).
Record labels usually base the amount htey spend of the marketing on the estimated number of records that each artist will ship to the shops. Managers do not have any control over how much money the label invests in marketing their band.
Due to the rapid decline in physical record sals, the music industry is llooking at different models to break and markt new artists.
How a plugger can help?:
Most record labels build a promotional campaign for a new band by investing in plugging teams who deal with national radio, TV and press promotion as the main areas to focus on, followed by regional press and radio,, and student and club promotions on top of that. A radio plugger will see a new live band and approach them to offer their help. National radio and press are often more likely to play demos of unsigned band if they know a plugger is involved.
This is a vital area of marketing, if a band has a successful national tour, there willl be a regional radio and press campaigns to build the profile around each date.
Press, radio, television and general advertising
This puts the record deal completely in the hands of the record comapny, Marketing costs are not recoupable under this model, and so unless a minimum figure is set in the recording contract, then here is no guarantee that a label will put a effective amount of money into support a band's marketing campaign.
New methods (direct):
The internet, particuarly websites such as MySpace
Bands are able to use this direct marketing to their advantage as they can talk directly to their fan base before they even have a record deal. This has cut ou the necessity for a more traditional marketing platform in order to reach and audience. However, in order to have long term success, the band neeed to have a strong marketing strategy combining both direct and indirect marketing (radio, press, TV, online and club pluggers as well as advertising).
Record labels usually base the amount htey spend of the marketing on the estimated number of records that each artist will ship to the shops. Managers do not have any control over how much money the label invests in marketing their band.
Due to the rapid decline in physical record sals, the music industry is llooking at different models to break and markt new artists.
How a plugger can help?:
Most record labels build a promotional campaign for a new band by investing in plugging teams who deal with national radio, TV and press promotion as the main areas to focus on, followed by regional press and radio,, and student and club promotions on top of that. A radio plugger will see a new live band and approach them to offer their help. National radio and press are often more likely to play demos of unsigned band if they know a plugger is involved.
Touring:
This is a vital area of marketing, if a band has a successful national tour, there willl be a regional radio and press campaigns to build the profile around each date.
Finding fans:
There are no rules when it comes to breaking a new band and there are various marketing tools at the artists disposal. The internet is still one of the best places to market a new artist The general idea is to initially try and find the hard core fan base for a band and once the album is released to move beyond that fan base by marketing to a wider audience usuing billboards and Tv advertising.
No comments:
Post a Comment