Music Marketing

What technologies and marketing strategies do institutions use to target and distribute products to audiences?

• Post case studies of specific artists on your blog using key terminology.
• Detail what your selected record label does and why they use this particular strategy

Music Industries use the Internet to distribute their music globally, for example using a 'facebook' page, a 'myspace' page or perhaps a twitter page.
Also they use newspaper or magazines that include features of Artists and Bands that they produce.
Viral Marketing -  This is, using social networking, a global Internet version of word of mouth. using the Internet to get their music across, commonly for free, which is then passed from person to person through social networking.

Case Study:

Xtra Mile Recordings produce lots of artists and bands, who are known mostly for producing alternative music. One Artist that they produce is 'Beans On Toast' this is an artist who is small time but is still marketed using many methods. On Xtra Mile Recordings official website: http://www.xtramilerecordings.com A banner which is shown at the very top of the page is an advertisement for Beans On Toast's third album. By having a big banner that advertises a single artist on the main home page for the entire recording label shows that they market this artist to the audience even if they clicked on the site for another artist. Xtra Mile have used this so that they show their audience that they specialise on a particular genre of music and advertises it to the fans of any of the artists of their label.
Also Xtra Mile have mentioned that 'Frank Turner' has produced the album that they are advertising on the banner. Frank Turner is one of the biggest artists Xtra Mile has produced and became a massive hit. This is product endorsement as it is showing that Frank Turner not only gave his approval of the album but trusts that it will be enough of a success to produce it. Product endorsement is a clever marketing technique and Xtra Mile has used it because they know that fans of Frank Turner would trust his judgement.

On Beans On Toast's official web page: http://www.beansontoastmusic.com/ there is also another banner alerting fans that the new album is out then underneath is a video from the site 'youtube.com' of a song that is on the new album, as a free taster to make the fans want to buy the album. Underneath the video are four links to individual sites; 'Facebook', 'twitter', 'youtube' and 'itunes' which are links to his individual pages on all four of these sites which is multiplatform' social media' which gets the word across and allowing fans to 'like', 'subscribe', 'follow' or buy music from Beans on Toast. Again underneath these links is a banner saying 'Free Download' and then a link to download a track for free. This is called a 'loss leader' because seeing as Xtra Mile are giving Beans On Toast's tracks away for free but they will be doing this as it will entice fans to buy the whole album after hearing a free taster.  After the 'Free Download' banner there is a list of live shows that Beans On Toast will be performing, this includes the venue, date, location and an opportunity to buy tickets for the event. This is to get the word out and give opportunities to see Beans On Toast live and create a larger fan base as they would have physically interacted with the artist. Another marketing technique used giving Beans On Toast official artist e-mail account, allowing the fans to engage Beans On Toast directly through the Internet and perhaps book him for a gig.

Audience Consumption

Comparing the Marrakesh 2009 report to our class survey in the pattern of music consumption. What has changed, remained the same, what new technologies have impacted on audience behaviour, what are the emerging trends of behaviour?

Music Survey - ( 2009, 1.000 respondants age between 15-24 & 2012, 16 respondants age between 16-18)

Which would you rather live without for a week?

(2009) Music - 39%
(2012) Music - 10%
(2009) Sex - 61%
(2012) Sex - 90%

Which of the following have you done in the last 3 months?
(2009)
watched a music video online - 75%
Bought a CD - 70%
Listened to music on your phone - 62%
Burnt a CD - 55%
Bought a music Download - 52%
Played a music game on a console - 45%

(2012)
watched a music video online - 100%
Bought a CD - 50%
Listened to music on your phone - 70%
Burnt a CD - 8%
Bought a music Download - 40%
Played a music game on a console - 50%

Which of these devices have you used to listen to music in the last week?
(2009)
Ipod/mp3 - 81%
Computer (laptop/desktop) - 80%
Radio - 75%
TV (to listen/watch music) - 68%
CD player - 59%
Mobile phone(To play music on) - 54%
record player (VINYL) - 9%
Tape cassette player - 8%

(2012)
Ipod/mp3 - 95%
Computer (laptop/desktop) - 75%
Radio - 75%
TV (to listen/watch music) - 95%
CD player - 65%
Mobile phone(To play music on) - 70%
record player (VINYL) - 8%
Tape cassette player - 0%

Where would you say that you usually find out about new bands/artists that you like?
(2009)
Listening to the rado - 67%
Your friends - 63%
watching MTV or other music channels - 49%
Reading general ineterest newspapers/magazines - 21%
Tv shows like 'The X-factor' - 18%
Reading music magazines - 17%
reading music blogs - 14%

(2012)
Listening to the rado - 85%
Your friends - 70%
watching MTV or other music channels - 85%
Reading general ineterest newspapers/magazines - 20%
Tv shows like 'The X-factor' - 70%
Reading music magazines -  10%
reading music blogs - 5%
Internet - 85%

Which website would you usually visit first to check out a new band/artist
(2009)
Youtube - 38%
Myspace - 15%
The bands own website - 15%
facebook - 8%
NME - 4%
Last.FM - 4%
YAHOO Mus2%
BEBO - 2%
MSN - 2%
Mp3 Blogs -1%
other internt sites - 9%
twitter - 0%
Spotify - 0%

(2012)
Youtube - 100%
Myspace - 0%
The bands own website - 40%
facebook - 70%
NME - 5%
Last.FM - 0%
YAHOO Music - 0%
BEBO - 0%
MSN -0%
Mp3 Blogs - 0%
other internt sites - 0%
twitter - 70%
Spotify - 20%

Rough Trade Research (extra research)

• Experimental music became available to a mass market
• Rough Trade started as a record shop on the 20th of febuary in 1976.
• Geoff Travis founded the shop.
• When 'The Clash' became famous it showed there was an audience for alternative music.
• 'The Buzzcocks' showed that you could create alternative music records without being signed to a major record label.
• This showed anyone could make an album
• Rough Trade always took records - even 25 copies
• Richard Scott, in 1977, started a mail order service for indie distribution. 'Cartel' distribution network
• Rough Trade - post punk Record Label - 1977
• Rough Trade created a 50/50 contract system where, after distribution costs, the band and the Label get an equal amount, also the bands where'nt obligated to stay with the Label.
• 1978 - 'Stiff Little Fingers' (The No sell-out band signed to Rough Trade) sold out to a major record label and sold 100,000 copies of their first album.
• Alternative music became Main-stream Music.
• Between 1976 - 1980 there were 800 indie labels
• 'Scritti Politti' wanted to start having hits so switched to a major record label
• 'Aztec Camera' also left to sign to a major record label.
• Rough Trade had to close the shop because of financial difficulties
• Rough Trade signed 'The Smiths'
• Rough Trade went international
• 'The Smiths' tried signing to EMI but where still under a contract to Rough Trade
• After the termination of their contract 'The Smiths' signed to EMI but never gave them an album.
• 1980's independant labels owned 40% of the industry
• March 1991 Rough Trades assets went under and 2/3rds of the staff had ben 'axed'
• 1993 Rough Trade signed 'Pulp'
• 21st anniversary of Rough Trade, Geoff Travis re-opened the music label.
• Rough Trade signed 'The Libertines'
• Rough Trade signed 'Duffy'

Case Study

Major Record Label - Universal.
http://www.universalmusic.com/
Global UMG physical & digital market shares in 2010 - 28.7%
Universal Music Group (UMG) is the world’s largest music content company with market leading positions in recorded music, music publishing, and merchandising. UMG’s merchandising company, sells artist- and music-branded products via multiple sales point such as fashion retail, live performances, and the Internet. UMG is one of the worlds largest record labels as it is home to a vast amount of artists. Eminem, Akon, All American Rejects Justin Bieber, The Black Eyed Peas and Taylor Swift are just some of the artists signed to universal, amongst the hundreds of others.
Distribution

In the U.S., Universal Music Group Distribution has been the industry market share leader for the past ten years and consists of four major divisions: Universal Music Distribution (UMD), Fontana, Vivendi Entertainment (VE), and UMGD Digital. UMD handles distribution and sales for UMG’s diverse roster of labels as well as a wide variety of associated labels. Fontana is the company’s independent sales, marketing and distribution arm, VE is its theatrical and home entertainment distribution division, and UMGD Digital manages and distributes all of Universal Music Group’s digital assets including mobile.
In some markets outside the U.S., UMG companies handle their own distribution and sales. In other markets UMG companies have sub-contracted services to third parties or entered into distribution joint ventures with other record companies.

Publishing
With 51 offices in 43 territories, Universal Music Publishing Group (UMPG) is the industry's largest global music publishing operation. UMPG represents music in every genre from some of the world’s 'hottest' songwriters and catalogs. "UMPG is also a global leader in the areas of Production Music, Christian and Classical Music." this is a quote from the Universal official website, because this was Universal saying it they are obviously going to be biased and say that they are the best apposed to their competitors, but seeing as Universal is one of the top three major record labels the chances are that it is not far off being "Global Leader"
Artists
Eminem, being one of the many Artists signed to UMG, is rated by 'Rolling Stone Music' as number 83 of the top 100 artists of all time, beating artists such as 'TuPac' and 'Guns N Roses'.
Elton John, Musical legend, said "I got goose bumps, the likes of which I have not felt since I first saw Jimi Hendrix, Mick Jagger, James Brown and Aretha Franklin. Eminem was that good." with this comparison from an artist like Elton John it can show the benefits it brings in for UMG. He has also sold more than 42 million track downloads and 41 million albums in the United States alone, and 86 million albums worldwide to date. This brings in a massive amount of success for UMG.
Eminem is available on Itunes, YouTube, he sells CD albums and his videos appear on TV, he takes full advantage of digitisation in order to appeal to all types of audiences all around the world.
As Eminem succeeded in multi-platinum record sales, Interscope granted him his own record label. He and his manager Paul Rosenberg created Shady Records in late 1999. He followed this by signing his own Detroit collective D12 and rapper Obie Trice to the label. In 2002, Eminem signed 50 Cent through a joint venture between Shady and Dr. Dre's Aftermath label. By creating this label and signing thse famous rappers, Eminem is creating a lot of profit for Universal as they will distribute his records and the records his record label produce.
Lady GAGA, being another artist signed to UMG, has sold an estimated 23 million albums and 64 million singles worldwide and 'Rolling Stone' named Gaga the "Queen of Pop" in 2011. Lady Gaga's albums have received mostly positive reviews and critics have pointed out her unique place in pop music and say she is what new pop music culture needs to succeed. This adds to the already massive success that UMG has.


Rolling Stone Music top 100 Artist - Eminem Link - (http://www.rollingstone.com/music/lists/100-greatest-artists-of-all-time-19691231/eminem-19691231#ixzz1jiQXCdz2)



UK Independent Record Label - Xtra Mile Recordings.
http://xtramilerecordings.com/
Xtra Mile Recordings are an independent record label based in London, United Kingdom. It was founded in 2003 by Charlie Caplowe and they release rock albums and singles. They signed the artists; Against Me!, Frank Turner and the Xcerts, amongst many others. On 8 August 2011 Xtra Mile were badly affected by the 2011 England riots, when the Sony Music warehouse that stored their records was set on fire.
Frank Turner is one of the many artists signed to Xtra Mile records, he has performed over 1000 live shows and has appeared on the covers of magazines such as 'KERRANG!' he is in the public eye, when needed, speaking out about issues within the the music industry, in 2009 he published a blog where he spoke out about many things including sticking up for the music industry, "let's put it this way: recording isn't free, instruments aren't free, session players, producers, engineers, artists aren't free. My time isn't free either - I work hard and I expect to get paid for it. Maybe we are heading for a world in which all recorded music is free, but if so, be prepared for gig and T-shirt prices to rise." Frank Turners fans are renowned for their dedication and loyalty to him as he is a very good motivational speaker and an extremely talented artist, so by speaking out against illegal downloading and speaking up for the music industry it creates attention towards him and Xtra Mile records will benefit as more people will notice him and buy his albums.
Against Me! This is an American punk rock band formed in 1997 in Naples, Florida releasing 5 albums throughout 8 years, the lead singer has expressed his desire to release at least one album per year for the next decade (which will bring in a lot of money for Xtra Mile records) This was announced as being Russian Spies / Occult Enemies, which was released on June 14, 2011. In the same studio session, the band recorded a cover of the theme song for a season 8 episode of 'One Tree Hill', which aired May 3, this Synergy between the band and the TV programme 'One Tree Hill' will bring a lot of attention to the band and the record label as more people will here it and buy their albums and singles.

Frank Turner Blog on the music industry, amongst other things - http://www.frank-turner.com/2009/08/angry-thoughts-on-tired-subject.html

Task - case study

Amajor record label must own at least 5% of the world market for the sale of records and/or music videos.

My task is to creats a case study on one of the 3 major record companies in the world:

• Warner
• Sony
• Universal

But there are 1000's of independant record labels. e.g Domino Records, XL Records

There are many Subsidiary labels owned by one of the major record companies. For example Def Jam records is owned by Universal.

I must research a major record company and a UK independant record label.and include a couple of Artists that belong to that record company.

Past Questions

Jan 2009 - Discuss production & Distribution methods.
June '09 - Importance of technology convergence to audience & Institutions.
Jan '10 - Discuss domination of global institution, selling to national audiences. Agree/Disagree.
June '10 - Discuss significance of continuing development of digital technology for audiences & Institutions.
Jan '11 - Discuss the issues by media ownership in production and exchange of texts.

Institutions

Record Label  

Promoters   

Audiences

Music Consumers

Physical Purchase

Physical sales CD

Downloads – MP3

Merchandise – T-Shirts

 Tour Tickets