| Abstract | In doing this research I gained a detailed insight into the music industry and how it
operates. The biggest players in it are record label companies, without a doubt. Many
people would think that the artists are the ones who run that industry, but in most casesthat
is not a case. Signing to record labels has always been a dream for every music artist
who wanted a professional career of a musician. That is because without it, there is not
enough an artist can do on their own. Of course in today’s digital world it is much easier for
artists to record and share the music themselves, but it is only one small part of what is
required to achieve the global success. And, at least not yet, it would be almost impossible
to get to the highest level without a record deal.
The book ‘Record Label Marketing’ by Tom Hutchison, Paul Allen and Amy Mac was a
huge help for understanding the basic concepts of the music industry and the marketing
behind it. It described in a very comprehensive way what goes on inside record labels
everywhere and what are the ways of connecting music with audiences. Currently the safest
and most effective way of selling and promoting music is through both traditional and new
digital media.
Octone study delivered to me a helpful, real world perception of what is required to
shape the music career of a successful artist. The report showed that there are many
different methods of doing it and that the major record labels and independent record
labels function in a quite different manners. That is why I believe it is the most efficient to
find the best balance between both worlds and use the best features each provides when
managing an artist.
The report on investing in music showed how the importance of the investment and
teamwork that stands behind every recording artist’s success. It emphasized the importance
of being aware that more often than not the greatness of the artist lies in the long
relationship and skills of the team working with them to produce songs and albums that
eventually gain worldwide recognition and success. Nowadays, it is much more difficult to
bring the recording to the attention of the public due to the large amount of artists,
emerging on a weekly basis. Without the music investors and risk takers, artists could not
achieve their biggest potential, and that is a fact. Those risk-takers win if an artist is
successful, but lose if they are not. This is all part of the work of record companies who,
according to this report, invest US$4.3 billion dollars worldwide in the work of recording
artists.
Overall, the marketing and promotion play probably the biggest role on the path to
music success. Without it, it would be nearly impossible for artists to get a fan base, which is
a main goal of every aspiring musician (no fans=no revenues). That is because the public
needs to be introduced with an act and it cannot happen on its own. Today there are so
many artists and so many songs that get lost in the huge crowd of music, that the tools of
marketing and promotion are more important than ever. Artists need to catch the eye and
ears of audiences and the most efficient way of doing that is exactly through powerful
marketing and promotion push, which in a way shape the artist’s essence and story and
transcribe it to the public. The digital advances opened the gates for many new creative
outlets that artists can use for their artistry and to share their music to a mass audience.
However, the traditional channels should not be underestimated. TV appearances and radio
plays are essential for artist’s success and building their image and sound.
So, in conclusion, music industry is a giant. It can crush the aspiring artists that are
not prepared to face it and fight it. Artists have to be aware of the obstacles and need to
have effective tools to combat it and get to the top. All of those tools, and marketing and
promotion being the crucial ones, can be given by record labels if the artist is good enough
to bet on it. |
