Group: How does the music industry promote artists/tracks?

 

What is involved in a record deal?

 

• A record deal (a.k.a. recording contract) is a legal agreement between a record label and a recording artist, where the artist makes a record(s) for the label to sell and promote. Usually, artists under contract are only allowed to record for that label exclusively.

 

 

Who is responsible for making branding/marketing decisions?

 

• Branding/marketing decisions are usually made by the record label.

 

 

What is the production process of a music video?

 

1. The process will vary according to genre, artist, budget or director, but these steps generally apply:
2. The label, artist and management agree what to release as a single.
3. The video commissioner makes a shortlist of possible directors.
4. The video commissioner sends the shortlisted directors the track with a brief that summarises ideas for the project.
5. Directors provide outline treatments to the video commissioner.
6. A director is chosen, budget and deadlines are agreed.
7. The director develops the idea with storyboards and location photos.
8. An art director, wardrobe people and director of photography are enlisted, sets are designed and locations are booked.
9. The sets are built.
10. All personnel are on site for the shoot, which usually lasts one or two days.
11. Shooting complete, the film is transferred for editing.
12. The editor produces a rough-cut, which usually takes about three days
13. The label, artist(s) and manager view and comment on the rough-cut.
14. Changes are agreed and made before visual effects are added.
15. Online finished video is passed to label for release to TV stations and airplay in advance of single release.

 

What role does the music press play in promoting artists in a digital media age? Are they still relevant? Give specific examples from the UK press.

• Music press can utilise social networking sites (web 2.0) such as Facebook and Twitter to advertise their artists, encouraging consumers to ‘like’ and ‘follow’ to receive updates on the artist’s tours, appearances, and music releases.
• However, web 2.0 has in many ways democratised the promotion of music, with websites such as YouTube allowing musicians to reach a large audience without label representation.

 

 

Who owns the record labels? (synergy, convergence etc)

 

 

• Record labels are often under the control of a corporate umbrella organisation called a "music group". A music group is typically owned by an international conglomerate "holding company", which often has non-music divisions as well. Record companies (manufacturers, distributors, and labels) may also comprise a "record group" which is, in turn, controlled by a music group.

 

 

How are musicians promoted? Outline different types of marketing strategies/tools

 

 

1. MySpace and YouTube is a way for artists to get their own work online
2. Record labels act as a filter; signposting the public through marketing campaigns to artists that they know will likely perform quality music.
3. With pop acts you spend more money on videos and visual effects. With rock acts it’s more about touring support and putting out special limited edition versions of their tracks.
4. Videos are an essential tool for reaching music fans through services such as YouTube and social networking sites as well as specialist TV channels. Videos are expensive to film and produce. A series of three professionally shot music videos to promote an album might cost around US$190,000.
5. Promotional free sampling allows listeners to have a taste of part of the track before they purchase the full music track so the artist gets recognition.
6.  Radios can help to promote the artist by playing their music.
7. Music reviewers in magazines and the internet help spread the word about an artist.

 

 

Why is a music video so significant?

 

•  Music video involves performance on film or videotape of a musical recording accompanied by synchronised actions, such as a dramatic interpretation of the lyrics or a series of, sometimes surreal, images. It is essential in that it show the action being done and hence makes it more practical than plain words. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings and help to spread the word about an artist.

 

What role do NMTs now play in promoting artists? How has this changed traditional practice? To what extent is this an example of ‘we media’?

• New Media Technologies (NMT) are very significant to promoting artists, especially video sharing sites like YouTube and Vevo as they get millions of views worldwide, so new fans can be created from around the world. The record labels usually have their own YouTube channels where they can show the music video which doesn't cost any money to upload.
• Traditional methods of promotion include TV, newspapers and radio. These are still relevant to today, maybe not as much as it used to be because the Internet is easily assessable for everyone and they can look up exactly what they want rather than being fed mainstream music.