the entertainment structure & music marketing

Dae Bogan Adjunct Professor Entertainment Marketing & Cross Promotions Emerson College – Los Angeles Center Spring 2015

LYRICS

COMPOSITION (SONG)

MELODY

ARRANGEMENT

POP RECORDING ARTIST RECORDING

FESTIVALS CONCERTS

GIGS GORRILA

Music Mobile Apps, Game Consoles, Connected Toys

AIR GUITAR KARAOKE

SINGING IN PRIVATE

Album sales have declined every year since Napster and iTunes

Digital sales have increased, but doesn’t make up for the loss in album sales

The rise of streaming suggests a drop iin interest in “owning” music.

Marketers must look at other ways to capture consumers

The Roadmap to Taylor Swift's Record-Breaking Week in 6 (Not So Easy) Steps

Name / Image / Likeness Persona

Vocal Coaches / Producers / Software Dance Class / Choreographers

Identify early target listeners Most record labels want to break young artists

who appeal to teens.

Create music with identifiable themes May be genre-typical

Position artists where teens are Social media Malls Events TV shows

Single: 1 to 3 Songs 5 to 15 minutes

Extend Play EP: 4 to 7 Songs 15 to 25 minutes

Long Play (LP): 8 or more Songs 25 to 80 minutes

Deluxe LP: Album Plus Bonus Features

13 tracks 17 tracks & 3 Voice Memos

Compilations Soundtracks

Concerts Tours Festivals

Free (Ad Supported) $99 download $4.99 / $9.99 TIDAL: $19.99 Hi-Fi

$5.99 Eps $10.99-$15.99 Albums $10.99+ Vinyl

Print Ads TV Commercials Radio Spots Billboards / Posters Music Videos

Digital Ads Social Media Campaigns Smartphone Apps Viral Videos

Interviews Appearances Editorial Media Coverage

Apparel Perfumes Toys Any & Everything

Dr. Pepper One Of A Kind Studio Session

Converse Rubber Tracks Studio

Budweiser Made In America

Pepsi Smash Vans Warped Tour

Multi-City Talent Search

Celebrity Judges Activation At Mall Radio Station

Support (Radio Personality Host)

Giveaways Microsite

https://www.youtube.com/watch?v=PZNd4c0JhlI