Music Marketing in the Digital Era New Tools, New Techniques. Same Principles?Generator Research LimitedMay 1, 2006 21 Pages - SKU: GS1284185 |
Drawing upon interviews with a range of executives who are centrally involved in using digital channels to promote performers and their music, complemented with our own strategic analysis and music marketing frameworks, this report goes back to basics to address the fundamental issues that allow these questions to be answered. For instance, the report analyses where the internet can be used effectively and where it can't and reviews the importance of having good music in the first place. The report also looks at how you go about creating 'buzz' or, even, whether you can. We also address the question of whether music promotion will one day dispense completely with traditional channels such as radio. The report also analyses other questions such as whether the expertise and resources needed to promote music internationally on a mass scale, one of the core competencies of a major record label, is under threat from the new digital tools and techniques being developed today. Will music marketing join distribution as another 'core' label function that becomes digitised? |
