INDIE MARKETING POWER: The Resource Guide for Maximizing Your Music Marketing

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1 INDIE MARKETING POWER: The Resource Guide for Maximizing Your Music Marketing BY PETER SPELLMAN TABLE OF CONTENTS Full View INTRODUCTION & ACKNOWLEDGEMENTS FOUNDATIONS Ch. 1 : CONTEXT: THE MANY WAYS MUSIC GETS FROM ARTISTS TO OUR EARS A. Been There, Done that: How the Recording Industry Developed & Thrived (for a time) B. The Way it Became: The Music Industry's Baby Steps C. Early Record Companies D. The Ascension & Domination of Rock E. Marketing Artists Through the Corporate Machine F. Core Music Marketing Systems or, How the Majors Try to Do it G. Paving New Roads to Stardom Ch. 2 WHAT ARE YOU SELLING? A. Getting a Read on Your Current Marketing Program B. Preparing to Become an Effective Marketer C. Defining Your Market Niche D. Types of Markets: Where Does your Project Fit? E. The Challenge of Finding Your Market Niche F. Strategies for Finding Your Niche G. Matrixing: The Crossroads Where Niches Lie H. Conclusion Ch. 3 HOW THE MUSIC MARKETPLACE IS CHANGING A. The 50,000-foot View: Trends in Entertainment Marketing B. Megatrend #1: Every Business is Becoming an Entertainment Business C. Megatrend #2: Rise of the Customer-Creator D. Megatrend #3: Music as Service E. Megatrend #4: New Music Models F. Megatrend#5: Rapidly Segmenting Music Markets G. Megatrend #6: The Growing Need for Context H. Megatrend#7: Resurgent Indie Culture I. Other Music Market Micro-Trends J. Putting It All Into Perspective K. New Beginnings

The Way it Became: The Music Industry's Baby Steps C. Early Record Companies D. The Ascension & Domination of Rock E. Marketing Artists Through the Corporate Machine F.

2 Ch. 4: MUSIC MARKETING BASICS A. Developing a Marketing Mindset B. Managing Your Marketing Programs C. Building Your Database of Connections: The Lifeblood of Your Marketing D. Telling the Features- But Selling the Benefits E. Getting to Know Your Market F. Customer Focus: Making Customers Not Just Sales G. Learning From YOUR Competition H. Developing the Right Mix of Tools & Tactics I. Building Brand Consciousness & Position J. Building Your Brand Through Adding Value to Existing Products & Services K. The Power of Linking Up: Discovering affinity Partnerships L. Lining Up Print & Design Services M. Practical Tips On Dealing With Printers and Artists N. Creating a Marketing Budget With What You've Got O. Marketing Wisely Ch. 5: PUTTING YOUR ONLINE MARKETING TOOLS TO WORK A. Digital Democracy & Info Empowerment B. The Internet and the 'Long Tail' Market C. Designing & Promoting Your Web Presence D. The Basics of Web Design E. A Dozen Design Tips for Creating Great Web Pages F. Branching out Into Ecommerce G. The Nuts and Bolts Of Ecommerce H. Setting Up an Online Store I. Finding a Commerce-Friendly Web Host J. - Your Best Friend in Marketing K. Preparing Your Music for Digital Distribution L. Music Metadata: Getting the Right Coded into Your Music M. What You Can Expect to be Paid For Downloads N. Affinities & Affiliates: Finding Online Partners to Help Your Sell O. Advanced Online Marketing Techniques ACTION Ch. 6: MARKETING DIRECT TO FANS & CUSTOMERS A. Street Team Marketing: Mobilizing Your Fans B. The Proper Care & Feeding of a Street Team C. Building Your Database List by List D. Is Your Business Suited to Direct Mail E. Mailing List And Direct Mail Handlers F. Types of Lists G. Other Factors In Selecting A List H. Getting Your Product into Catalogs I. The Words You Use: Tips for Writing Effective Direct Marketing Copy J. Direct E-Marketing Tactics

3 K. Some More Tips for Internet Direct Response L. Direct-Selling Your Merchandise M. The Best of the Rest Ch. 7: MARKETING THROUGH LIVE PERFORMANCES A. Getting Your Foot in the Door (Without Getting it Slammed!) B. Talking Business C. And All those Other Gigs Out There D. The Changing Club Scene & New Opportunities E. Getting Ready F. Performance Contract Essentials Checklist G. Where to Look for and What to Do H. Making the Most of Every Gig I. Another Alternative: Organizing a House Concert J. Guerrilla Gigging? Ch. 8: MARKETING TO PRODUCERS & RECORD LABELS A. The Current State of the Recording Industry B. Your Demo Recording/Calling Card C. What Producers Can Do D. Finding the Right Producer E. How Producers Get Paid F. The Artist/Producer Agreement G. Marketing Your Music to Record Labels H. Finding the Right Label Match I. Kinds of Label Deals J. The Most Important Points in Every Recording Contract K. Key Tactics for Marketing Your Music Company L. Sample Producer/Artist Agreement Ch. 9: MARKETING TO DISTRIBUTORS & RETAILERS A. The Major Label Distribution System B. Independent Music Distribution C. Distribution Arrangements & Pricing D. Music Retail Players E. Retail Monitoring & Soundscan F. Putting Together Your Distribution & Retail Strategy G. Distribution Contracts H. Online Music Retail Ch. 10: MARKETING TO RADIO A. Context: The Culture & Dynamics of Radio Today B. Trends in Traditional Radio C. How the Radio Charts Work D. Chart Limitations E. College Radio

Performance Contract Essentials Checklist G. Where to Look for and What to Do H. Making the Most of Every Gig I. Another Alternative: Organizing a House Concert J. Guerrilla Gigging? Ch. 8: MARKETING TO PRODUCERS & RECORD LABELS.

4 F. Mapping Out Your Radio Strategy G. The Radio Mail-Out H. Maximizing Your Radio Airplay I. Internet Radio J. Satellite Radio K. Future Radio L. A Quick Note About Radio Advertising Ch. 11: MUSIC MARKETING THRU B-2-B LICENSING A. The Many Business Outlets for Original Music B. A Quick Note On Using Third Party Music Licensing Services C. Commercial Jingles D. TV/Film Markets E. Background Music Services F. Interactive Game Market G. The Premiums & Incentives Market H. The Ringtone & Phone Wallpaper Market I. Determining How Much to Charge for a Licensed Track J. Setting Your Fees Ch. 12: MARKETING TO MUSIC PUBLISHERS A. The Song Makes the Industry Go Round B. Context C. What Music Publishers Do D. How Publishers Build Their Catalog E. Copyright 101 Review F. What Can & Cannot Be Copyrighted G. Registering Your Copyrights H. Recording Copyrighted Songs I. The Growing Public Domain Catalog J. Performance Rights (ASCAP, BMI & SESAC) K. Performance Rights Societies Overseas L. How to Best Use Your PRO Membership(s) M. Synch Rights N. Starting Your Own Music Publishing Company O. The Nuts & Bolts of Setting Up Your Own Publishing Company P. Writer/Publisher Shares Q. Administration of Copyrights R. Song Marketing S. How Music Publishing Works in the Marketplace T. Approaching Established Publishers Ch. 13: MARKETING TO MUSIC THRU MEDIA PUBLICITY A. Intro & Context B. Where Publicity Fits In the Marketing Spectrum C. Know Thy Audience D. Know Thy Publicity Tools E. Online PR

TV/Film Markets E. Background Music Services F. Interactive Game Market G. The Premiums & Incentives Market H. The Ringtone & Phone Wallpaper Market I.

5 F. Scheduling Your Publicity Campaigns G. Timing a Music Publicity Campaign for an Upcoming Performance H. The Importance of Follow-up I. Maximizing Interview Opportunities J. When to Seek Professional Help K. Sample Publicity Plan: Jack the Knife Ch. 14: MARKETING MUSIC IN FOREIGN TERRITORIES A. The Ongoing Globalization of the Music Industry B. The Dynamics of the Global Music Making C. Exporting Music: Tips for Dealing with Overseas Labels & Distributors D. Overseas Gigging 101 E. European State-Funded Art Spaces Ch. 15: MARKETING THROUGH SPONSORSHIP A. Context B. What is Sponsorship? C. Music and Sponsorship D. Finding a Potential Sponsor and Selling Your Project E. Approach F. Grants for Music-Related Projects Ch. 16: MAPPING OUT YOUR MARKETING PLAN(S) A. Marketing Mind Check B. Materializing Your Goals C. The Marketing Plan: Your Blueprint for Success Ch. 17: FURTHER RESOURCES TO FUEL YOUR MUSIC MARKETING GLOSSARIES A. Music Business Terminology B. General Marketing Terminology C. Online Marketing Terminology INDEX OTHER MBS RESOURCES. 383 AUTHOR INFO , MUSIC BUSINESS SOLUTIONS (PETER SPELLMAN) GET IT AT

The Dynamics of the Global Music Making C. Exporting Music: Tips for Dealing with Overseas Labels & Distributors D. Overseas Gigging 101 E. European State-Funded Art Spaces Ch.

LESSON PLANS. Contents

LESSON PLANS. Contents LESSON PLANS Contents Total Instructional Time... 2 Lesson: Ticket Pricing... 3 Lesson: Stadium Staffing... 4 Lesson: Ingress & Egress... 5 Lesson: Parking... 6 Lesson: Concessions... 7 Lesson: Sponsorships...