the entertainment structure & music marketing
TRANSCRIPT
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
