Marketing in the Music Industry

• Since the 80's record companies have decreased rapidly and now are in crisis
• major companies have failed in both the transition from vinyl to CD and again from Cd to digital

The CD pricing mistake

• One mistake is that Cd's are too expensive due to being over priced
• Instead of setting the price at £10-15 if companies were to set them between £4-5 a lot more would be sold
• Another mistake is that companies push 12-15 songs on an album when in fact only around 3 are actually any good - instead they should have tried new formats 
• The income to the composer and performer compared to record company got a little amount of money from each Cd sold by the record company
• Companies taking the alternative route would ensure they would be rich and never in a crisis

Music Marketing and Apple Inc

• Today Itunes has sold over 25 billion songs
• Consumers can buy songs at 99p each or 3/4 songs for £3/£4 pounds
• Musicians are creative and can write/play a good song which are appealing to customers instead of a lot at a time
• On an album of 12-15 songs you can guarantee 9/12 won't be as good
• It also takes away the stress of weeks of recording and editing  

The big mistake of Record Companies

• A huge mistake from the 80's on-wards was that  compared to the 60's the companies stopped making music they were liking and which the public were liking 
• E.G. the Beatles were making their music and weren't following marketing directives or what the executive told them what the consumers would like
• In the 80's the marketing approach changed for the music companies - they sold music as a mass product
• surveys and market analysis was carried out which meant that executives were telling musicians what they could sell and what pleased consumers- this is what destroyed music and the companies along with it as each genre of music has a niche market

Let the Band Play

• Music is art
• The let the band play is a strategy for marketing which says one thing - all you need is passion and inspiration
• this should be what drives music - the love of making it and the love of listening to it

The Next Logical Step - iTunes

• For apple to develop iTunes to become a huge recording company and replace other companies 

credits: Vertygo Team

link: Marketing in the Music Industry - Analysis
- See more at: http://www.vertygoteam.com/music/music_marketing.php#sthash.Cu5iJjFq.dpuf

To What Extent Has The Credit Crunch Simply Sped Up the Next Natural Development Of The Music Industry?

The Credit Crunch made the first move from music going from Physical to Digital. This is because during the crunch it was seen that music/ entertainment forms were not essential and so initially the sales declined. People couldn't afford to go out and buy the newest song or album due to the lack of money in the economic crisis therefore this contributed to the decline of sales. This provided the gateway to transfer physical Cd's onto digital to provide people with easy access and at cheaper prices. On iTunes you can buy a single for 99p where as if you were to buy it in the shop it would be double the price - making it more affordable to buy.As of January 2011, Apple's iTunes Store made $1.1 billion of revenue. Due to this is still enabled people to use music as an escapism to get away from the doom and gloom of the credit crunch. 

Because of the digital sales increasing it meant that record shops were being put out of business, an example of this is Zavvi (once virgin) which went into administration and now only exists as an online store. Therefore this had a negative result on record shops as they lost money and the stores went bust however proved positive for online stores as they could get more money from single and album sales. 

An example of a band benefiting from this credit crunch is the Gorillaz. They are a virtual band in a fictional world started by Damon Albarn (Blur) and Jamie Hewlett (comic book artist). Their debut album Gorillaz sold over ten million copies. The second album - Demon Days -  released in 2005 (around the time of the crunch) when five times platinum.Their latest album, The Fall, was released in December 2010 as a free download for fan club members. Without the move from physical to digital they wouldn't have been able to pursue this project as easily as they did. 

Ultimately the credit crunch provided the initial boost needed for the transference from physical to digital proving positive for the online stores and proving cheaper for customers and negative for actual stores which lost out on money. 

The jilts - Marketing Strategy

In order to market the jilts we need to promote them on media outlets, we could do this by using:
TV -

• Jonathan Ross show - on late at night and so there isn't much of a restriction on language or content, it provides them to be their edgy selves 
• Later with Jools Holland - on very late and isn't on that often means they can promote to a smaller yet direct audience, they aren't restricted and can perform live
• Graham Norton Show - late night show, live performance, edgy, lots of stars, large audience

Radio- 

• Radio 1 - broadcast nationwide to a large audience if at peak times
• Local radio stations - promote the jilts in smaller areas i.e. manchester is doing a showcase on them playing their tracks in peak occasions 

Ads - 

• Campaign for Etsy (an eco friendly company that sells vintage and unique items) - they can do a t-shirt competition or recycling deal to create new pieces of furniture 
• Sky/ WWF - save the rainforest campaign - can do some supporting gigs which all money goes to the charity

Youtube - 

• Create their own youtube channel to promote music videos 
• Can make weekly video updates on songs, what they're doing
• communicate with their fans 

Websites - 

• twitter - can tweet fans
• facebook  - set up a page for people to be liked and regularly updated
• tumblr - can set up a fashion blog which the girl member can contribute to
• own website - can upload tour dates, album/song information, facts about the bands, merchandise - browns and beige colours, vintage look to it, flowers down the side show girls influence

Magazines - 

• Wire - covers music from non mainstream artists - can do an interview on the record deal just secured by the artist
• Indie music mag - covers all the new indie music bands - jilts could be part of a competition, do an interview, be on the cover

Duets/Links - 

• Ricky Wilson (Kaiser Chiefs) - from a big indie rock band so has a similar sound
• Gringly Man - on tour with currently
• Fiona Bevan - up and coming indie artist who has a similar sound to the jilts
• Pip Brown (ladyhawke) - famous indie singer songwriter from new zealand and could co write a song with the jilts

Touring -

• Small intimate shows over the country i .e. the fleece in Bristol 
• A couple of big venues to get a larger audience i.e. the 02 arena
• a few bars to get an older following and stay away from younger fans

Fashion - 

• female member can create own dress line i.e. flowing dresses, flowery dresses, skirts
• Guys can have their own band shirt line - range of colours and patterns
• members wear jeans and shirts with jackets female member in girly clothes long dresses, tights, ballet shoes - each member has a different style they don'y look the same

Unique - 

• could release some singles on vinyl - lots of indie fans buy indie songs on vinyl
• make own changes to converse shoes - can make doodles on them

Convergence

Convergence is when one device has more features than what its original use was/is - it has evolved over time to do similar tasks to other devices. For example using internet or playing games on a mobile phone when its primary use was calling or texting or watching films/TV on a xbox when its primary use was playing games. 

Synergy

Synergy is when two or more companies/organisations join together to produce linked products to promote music over different media platforms - its a form of marketing. An example of this could be between a film company teaming up with a games company to produce franchise or this could be between the Artist and Record Company to promote the album. With the music industry you can use cross promotion between artists and film companies - to make film soundtracks and so the song then promotes the film and the film song promotes the artist. This is an example in Titanic with Celine Dion's song 'My Heart will go on' and Aerosmith in armageddon with 'I don't want to miss a thing'. 

Case Study

I did my case study on Lawson looking at the PDMECR of thier rise to fame, starting from the begginng when they first got signed to what they are doing now.

Royalties

Royalties from shelbert96