Everyone knows music is big business, but do you really understand how ideas and inspiration become songs, products, downloads, concerts and careers?
This textbook presents a full overview of the many elements of the music industries, and offers a sustained focus on ‘understanding’ the processes that have driven and continue to drive the development of those industries.
More than just an expose or ‘how to’ guide, this book gives students the tools to make sense of technological change, socio-cultural processes, and the constantly shifting music business environment. The crucial focus on research and analysis means readers can understand and track the ongoing development of the music industries and place themselves in the front line of innovation and entrepreneurship in the future.
Packed with case studies, this book: Takes the reader on a journey from Glastonbury and the X-Factor to house concerts and crowd-funded releases; Demystifies management, publishing and recording contracts, and the world of copyright, intellectual property and music piracy; Explains how digital technologies have changed almost all aspects of music making, performing, promotion and consumption; Explores all levels of the music industries, from micro-independent businesses to corporate conglomerates; Enables students to meet the challenge of the transforming music industries.
This is the must-have primer for understanding and getting ahead in the music industries. It is essential reading for students of popular music in media studies, sociology and musicology.
Chapter 6: Music Promotion
Music promotion, and its intersections with marketing, media, sponsorship, retail and the internet, has taken an increasingly central position within the music industries. The unlimited inventory of the internet and the ease with which artists can record, release and distribute music mean that it has become more ...