Music Marketing in the Digital Era New Tools, New Techniques. Same Principles?

Published by: Generator Research Limited

Published: May. 1, 2006 - 21 Pages

Table of Contents

Case Studies

Gnarls Barkley (Atlantic/Warner Bros Records)

Arctic Monkeys (Domino Records)

Sandi Thom (RCA/Sony BMG)

Analysis: Emerging Acts

The Need for ‘Buzz’

4 P’s Marketing Model

A New Dimension to Music Promotion

New Concept

New Skills, New People

Music Marketing: Digital Tools and Techniques

Online & Offline

MySpace

But Just How Real Are Those MySpace Numbers?

Third Parties

Net Music Promotions

Music Gorilla

Abstract

• MySpace: Crooks Arrive
• Tools and Techniques
• Music Gorilla, Echo Music
• Case #1: Arctic Monkeys
• Case #2: Gnarls Barkley
• Case #3: Sandi Thom

Currently the world's second most visited website, MySpace has become a music phenomenon. Practically every songwriter and performer in the world knows about MySpace and most of these are either already on the site, or they soon will be. But is that all a wannabe act needs to do? Will a page on MySpace ensure you get discovered and signed? And does a talented act even need a record deal anymore?

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?

Get Full Details About This Report >>

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 300,000 market research reports, company profiles and country profiles from over 700 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.