Music marketing
Music Marketing
When culture meet the business
Art Grilli
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!
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Music has been transformed by capitalism in to a giant business enterprise, from the record labels to the large music distribution, companies up to the composer and performer, all is business.
The Music Label Industry is a place where the culture meet business. In this essay we focus about recording labels internal organization, market and marketing strategies.
!
The recording label is a real corporation with an internal organization a CRS and an ethical code.
The internal system of a label is very complex whit a number of parts that interacts and the organization model is functional to the specific characteristic of product and service offered.
There are three fundamental company archetypes: Functional Structure, Divisional Structure and
Matrix Structure. Any recording label may have slightly different organization structure, the archetype used by a music labels is a Functional Structure, in fact the work is divided in functional units that shares the same specialization and a predictable activities.
!
The recording labels have a separate departments, here are the major divisions of fully staffed record companies: Artist and Repertoire, Sales, Marketing, Promotion, Product Management, New
Media, Production, Finance, Business Affair, International.
The Artist and Repertoire department is the most fascinating and is very important for a success music label.
!
"These are the people with “ears” who find and nurture new talent, and who work creatively with the artists" *!
!
The Music Label Marketing are based of four elements also referred to as the 4P's of marketing:
Product, Price, Place and Promotion.
!
• Product – what a music labels offer to a customer: Their cd physical attributes, how they differ from a competitors and what benefit they provide.
• Price – How price the product so that the price remains competitive but allows to make a good
When culture meet the business
Art Grilli
!
!
!
Music has been transformed by capitalism in to a giant business enterprise, from the record labels to the large music distribution, companies up to the composer and performer, all is business.
The Music Label Industry is a place where the culture meet business. In this essay we focus about recording labels internal organization, market and marketing strategies.
!
The recording label is a real corporation with an internal organization a CRS and an ethical code.
The internal system of a label is very complex whit a number of parts that interacts and the organization model is functional to the specific characteristic of product and service offered.
There are three fundamental company archetypes: Functional Structure, Divisional Structure and
Matrix Structure. Any recording label may have slightly different organization structure, the archetype used by a music labels is a Functional Structure, in fact the work is divided in functional units that shares the same specialization and a predictable activities.
!
The recording labels have a separate departments, here are the major divisions of fully staffed record companies: Artist and Repertoire, Sales, Marketing, Promotion, Product Management, New
Media, Production, Finance, Business Affair, International.
The Artist and Repertoire department is the most fascinating and is very important for a success music label.
!
"These are the people with “ears” who find and nurture new talent, and who work creatively with the artists" *!
!
The Music Label Marketing are based of four elements also referred to as the 4P's of marketing:
Product, Price, Place and Promotion.
!
• Product – what a music labels offer to a customer: Their cd physical attributes, how they differ from a competitors and what benefit they provide.
• Price – How price the product so that the price remains competitive but allows to make a good