Marketing

"In the Music Industry, the power of marketing online is the most useful asset in the promotion of music products." To what extent do you agree with the statement? 50 marks.

http://www.participations.org/Volume%209/Issue%201/Vellar%20templated.pdf

http://www.musicthinktank.com/blog/6-case-studies-on-successful-online-music-marketing.html

http://www.thecreativeindustries.co.uk/industries/music/music-case-studies/music-case-one-direction

http://themusicindustrycookbook.com/case-studies/case-study-first-word-records-gives-music-away-for-free-on-bandcamp-to-increase-newsletter-subscribers/#more-691

https://econsultancy.com/blog/64051-digital-marketing-and-the-music-industry-six-key-trends-for-2014/

https://themusicbusiness.wordpress.com/2010/01/10/music-marketing-from-push-to-pull/

https://en.wikipedia.org/wiki/Push–pull_strategy

http://dottedmusic.com/2014/marketing/odd-future-hip-hop-marketing/

http://www.hypebot.com/hypebot/2012/04/debunking-the-myths-of-odd-futures-free-music-and-non-marketing.html

https://musicindustryblog.wordpress.com/tag/windowing/

http://www.hypebot.com/hypebot/2011/04/gamification-fan-clubs-reveal-the-music-industry-already-knows-how-to-think-like-game-designers.html

http://www.gamification.co/2013/01/09/bridging-the-gap-can-gamification-increase-fan-loyalty-in-the-music-industry/

https://blog.copromote.com/2016/04/29/beyonces-lemonade-marketing-genius/

http://www.musicthinktank.com/blog/7-music-marketing-truths-all-musicians-should-know.html

http://www.forbes.com/sites/bobbyowsinski/2014/09/18/analyzing-apples-u2-mistake/#bf101ed25b65

http://www.independent.co.uk/arts-entertainment/music/features/free-u2-album-how-the-most-generous-giveaway-in-music-history-turned-into-a-pr-disaster-9745028.html

https://www.wired.com/2014/09/apples-devious-u2-album-giveaway-even-worse-spam/

Think about the way certain bands have chosen to market new albums/singles/themselves- how their brands are developed across various media and the strategies they have employed to engage with, maintain and develop passionate fans/consumers of their products. It is also useful to see if major label record artists employ the same/differing methodology to independent artists. Is it easier for bands/labels to target consumers through web 2.0? If so, how? Have older methods of marketing (TV, Radio, Print) been eschewed in favour of online marketing, or do they still have their place?

Please read and make notes on the above, to be finished for Wednesday 24. Try to spend at least one hour per day working on this over the next 5 days.