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Indie Marketing Power: The Resource Guide for Maximizing Your Music Marketing, 3rd ed. (E-Book)

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Price:
$24.95
SKU:
IMP2EBK
Availability:
Digital Download: 1-4 hrs for delivery

Other Details

Author:
Peter Spellman
Pages:
380 pages
Release Date:
January 2010
Format:
Adobe E-book

Quantity:


Product Description

Get the MARKETING power you need to make your mark in the new music economy. Seventeen chapters of resource-rich information and strategies to help you find and nurture your audience for maximum music sales. Here's a partial list of what's inside:

Indie Marketing Power is divided into two parts: "Foundations" (chapters 1-5) and "Actions" (chapters 6-15). The first part provides:

  • An updated look at crucial trends impacting the music marketplace today and where the opportunities lie
  • A specially designed checklist for assessing your current marketing and promotional activities
  • A "bird's eye view" of how music product flows in the marketplace so you understand all the players' place in the process
  • Strategies for organizing & managing your music marketing program
  • Ways for identifying your own unique market niche with the opportunities that are out there for you
  • How to define exactly what you're selling
  • Discerning all the features and benefits of what you're providing
  • Smart ways for building your database of connections
  • Developing a branding and positioning statement for your product or service
  • Learn how to add value to anything you're selling
  • How to choose the right mix of marketing tools & tactics that fit with your unique personality, skills and values
  • Creating a smart and feasible marketing budget that will raise your profile without busting the bank
  • Discovering affinity partnerships to expand into new markets
  • Harnessing the power of the internet and ecommerce for extending the reach and market power of your business
  • Preparing your music for digital distribution & evaluating options
  • Inserting the right "metadata" onto your CD for effective digital monitoring
  • Choosing the best words for all your marketing communications
  • Tapping direct marketing tactics to target prospective customers

The Revised Third Edition includes additional guidelines on social network marketing, producing and promoting with video, and complete updates of stats, resources and important trends affecting the marketing of music in 2012 and beyond.

PLUS, you get:

  • Three Glossaries covering music business, general marketing, and online marketing terminology.
  • A full Sample Music Publicity Campaign (for a band)
  • A step-by-step guide for writing a full-spectrum marketing plan
  • A 30+ page RESOURCE GUIDE to help feed your ongoing music marketing efforts & research.
  • A full Index to help you explore the book in all its details.

Throughout the book you will also find various charts that spell out:

U.S. Entertainment Spending, the Flow of Product through the Music Industry, Different Levels of Music Touring Acts, Music Distribution Organizational Dynamics, the Top US Sponsoring Organizations & Businesses, Interactive Game Sales Stats, the Most/Least Risky Countries to Do Business With, the World's Fastest-Growing Music Markets, Radio Format Rankings, Top Music Merchandising Services Compared, The Song's Five Sources of Licensing Income, The Main Players in Music Licensing, Inlets & Outlets for Original Music, Parameters for Negotiating Music Licenses, Visualizing a Music Licensing Negotiation, Unique Publicity Opportunities, Media Option Pros & Cons, and MUCH MORE!

Just Check out this HUGE Table of Contents:

INTRODUCTION & ACKNOWLEDGEMENTS…………………………………………. 7-10

FOUNDATIONS

Ch. 1 CONTEXT: THE MANY WAYS
MUSIC GETS FROM ARTISTS TO OUR EARS …………………………………… 11-24
A. Been There, Done That:
How the Recording Industry Developed & Thrived (for a time)
B. The Way it Became: The Music Industry's Baby Steps
C. Early Record Companies
D. The Ascension & Domination of Rock
E. Marketing Artists Through the Corporate Machine
F. Core Music Marketing Systems or, How the Majors Try to Do It
G. Paving New Roads to Stardom

Ch. 2 WHAT ARE YOU SELLING? …………………………………………………… 25-39
A. Getting a Read on Your Current Marketing Program
B. Preparing to Become an Effective Marketer
C. Defining Your Market Niche
D. Types of Markets: Where Does your Project Fit?
E. The Challenge of Finding Your Market Niche
F. Strategies for Finding Your Niche
G. Matrixing: The Crossroads Where Niches Lie
H. Conclusion

Ch. 3 HOW THE MUSIC MARKETPLACE IS CHANGING ……………………… 40-61
A. The 50,000-foot View: Trends in Entertainment Marketing
B. Megatrend #1: Every Business is Becoming an Entertainment Business
C. Megatrend #2: Rise of the Customer-Creator
D. Megatrend #3: Music as Service
E. Megatrend #4: New Music Models
F. Megatrend#5: Rapidly Segmenting Music Markets
G. Megatrend #6: The Growing Need for Context
H. Megatrend#7: Resurgent Indie Culture
I. Other Music Market Micro-Trends
J. Putting it all Into Perspective
K. New Beginnings

Ch. 4: MUSIC MARKETING BASICS ………………………………………………. 62-101
A. Developing a Marketing Mindset
B. Managing Your Marketing Programs
C. Building Your Database of Connections: The Lifeblood of Your Marketing
D. Telling the Features - Selling the Benefits
E. Getting to Know Your Market
F. Customer Focus: Making Customers Not Just Sales
G. Learning From YOUR Competition
H. Developing the Right Mix of Tools & Tactics
I. Building Brand Consciousness & Position
J. Building Your Brand Through Adding Value to Existing Products & Services
K. The Power of Linking Up: Discovering Affinity Partnerships
L. Lining Up Print & Design Services
M. Practical Tips On Dealing With Printers and Artists
N. Creating a Marketing Budget With What You've Got
O. Marketing Wisely

Ch. 5: PUTTING YOUR ONLINE MARKETING TOOLS TO WORK …………. 102-127
A. Digital Democracy & Info Empowerment
B. The Internet and the 'Long Tail'
C. Designing & Promoting Your Web Presence
D. A Dozen Design Tips for Creating Great Web Pages
E. Branching Out Into Ecommerce
F. The Nuts and Bolts Of Ecommerce
G. Setting Up an Online Store
H. Finding a Commerce-Friendly Web Host
I. Email - Your Best Friend in Marketing
J. Preparing Your Music for Digital Distribution
K. Music Metadata: Coding Your Music for Maximum Royalties
L. What You Can Expect to be Paid For Downloads
M. Affinities & Affiliates: Finding Online Partners to Help Your Sell
N. Advanced Online Marketing Techniques

ACTION

Ch. 6: MARKETING DIRECT TO FANS & CUSTOMERS …………………….. 128-145
A. Street Team Marketing
B. The Proper Care & Feeding of Your Fan Base
C. Crowdfunding: Turning Fans into Investors
D. Building Your Database List by List
E. Is Your Business Suited to Direct Mail
F. Types of Lists
G. Other Factors In Selecting A List
H. Getting Your Product into Catalogs
I. The Words You Use: Tips for Writing Effective Direct Marketing Copy
J. Direct E-Marketing Tactics
K. Making Your Website More Interactive
L. Direct-Selling Your Merchandise
M. The Best of the Rest

Ch. 7: MARKETING THROUGH LIVE PERFORMANCES ……………………….. 147-162
A. Getting Your Foot in the Door (Without Getting it Slammed!)
B. Talking Business
C. …And All those Other Gigs Out There
D. The Changing Club Scene & New Opportunities
E. Getting Ready
F. Performance Contract Essentials Checklist
G. Where to Look for and What to Do
H. Making the Most of Every Gig
I. Another Alternative: Organizing a House Concert
J. Guerrilla Gigging?

Ch. 8: MARKETING TO PRODUCERS & RECORD LABELS ……………………. 163-184
A. The Current State of the Recording Industry
B. Your Demo Recording/Calling Card
C. What Producers Can Do For You
D. Finding the Right Producer
E. How Producers Get Paid
F. Artist/Producer Agreements
G. Marketing Your Music to Record Labels
H. Finding the Right Label Match
I. Kinds of Label Deals
J. The Most Important Points in Every Recording Contract
K. Key Tactics for Marketing Your Music Company
L. Sample Producer/Artist Agreement

Ch. 9: MARKETING TO DISTRIBUTORS & RETAILERS ……………………… 185-199
A. The Major Label Distribution System
B. Independent Music Distribution
C. Distribution Arrangements & Pricing
D. Music Retail Players
E. Retail Monitoring & Soundscan
F. Putting Together Your Distribution & Retail Strategy
G. Distribution Contracts
H. Online Music Retail

Ch. 10: MARKETING TO RADIO ……………………………………………………. 200-216
A. Context: The Culture & Dynamics of Radio Today
INDIE MARKETING POWER, 2nd Edition • SPELLMAN
5
B. Trends in Traditional Radio
C. How the Radio Charts Work
D. Chart Limitations
E. College Radio
F. Mapping Out Your Radio Strategy
G. The Radio Mail-Out
H. Maximizing Your Radio Airplay
I. Internet Radio
J. Satellite Radio
K. Future Radio
L. A Quick Note About Radio Advertising

Ch. 11: MARKETING MUSIC THRU B-2-B LICENSING ……………………. 217-236
A. The Many Business Outlets for Original Music
B. A Quick Note On Using Third Party Music Licensing Services
C. Commercial Jingles
D. TV/Film Markets
E. Background Music Services
F. Interactive Game Market
G. The Premiums & Incentives Market
H. The Ringtone & Phone Wallpaper Market
I. Determining How Much to Charge for a Licensed Track
J. Guidelines for Setting Your Fees

Ch. 12: MARKETING TO MUSIC PUBLISHERS ………………………………… 237-263
A. The Song Makes the Industry Go ‘Round
B. Context: The Growing Domination of Music Publishing
C. What Music Publishers Do
D. How Publishers Build Their Catalog
E. Copyright 101 Review
F. What Can & Cannot Be Copyrighted
G. Registering Your Copyrights
H. Recording Copyrighted Songs
I. The Growing Public Domain Catalog
J. Performance Rights (ASCAP, BMI & SESAC)
K. Performance Rights Societies Overseas
L. Sound Exchange & The Digital Performance Right
M. Synch Rights
N. Starting Your Own Music Publishing Company
O. The Nuts & Bolts of Setting Up Your Own Publishing Company
P. Writer/Publisher Shares
Q. Administration of Copyrights
R. Song Marketing
S. How Music Publishing Works in the Marketplace
T. Approaching Established Publishers

Ch. 13: MARKETING TO MUSIC THRU MEDIA PUBLICITY ………………… 264-284
A. Intro & Context
B. Where Publicity Fits In the Marketing Spectrum
C. Know Thy Audience
D. Know Thy Publicity Tools
E. Online PR
F. Scheduling Your Publicity Campaigns
G. Timing a Music Publicity Campaign for an Upcoming Performance
H. The Importance of Follow-up
I. Maximizing Interview Opportunities
J. When to Seek Professional Help
K. Sample Publicity Plan: Jack the Knife

Ch. 14: MARKETING MUSIC IN FOREIGN TERRITORIES …………………. 285-299
A. The Ongoing Globalization of the Music Industry
B. The Dynamics of the Global Music Making
C. Exporting Music: Tips for Dealing with Overseas Labels & Distributors
D. Overseas Gigging 101
E. European State-Funded Art Spaces

Ch. 15: MARKETING THROUGH SPONSORSHIP ……………………………… 300-311
A. Context
B. What is Sponsorship?
C. Music and Sponsorship
D. Finding a Potential Sponsor and Selling Your Project
E. Approaching Potential Sponsors
F. Grants for Music-Related Projects

Ch. 16: MAPPING OUT YOUR MARKETING PLAN(S) ……………………….. 312-324
A. Marketing Mind Check
B. Materializing Your Goals
C. The Marketing Plan: Your Blueprint for Success

Ch. 17: FURTHER RESOURCES TO FUEL YOUR MUSIC MARKETING …… 325-355
GLOSSARIES …………………………………………………………………………….. 356-370
A. Music Business Terminology
B. General Marketing Terminology
C. Online Marketing Terminology

INDEX ……………………………………………………………………………………. 371-380
OTHER MBS RESOURCES ………………………………………………………………. 381
AUTHOR INFO …………………………………………………………………………….. 382


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