This Business of Artist Management

The streamlined, reorganized, and updated Second Edition of This Business of Music Marketing and Promotion is informed by the transformation of the music industry in recent years. Online music has provided much of the fuel, with downloadable songs and file-sharing programs opening up new avenues of distribution and promotion to some 60 million consumers.

The new edition of this book accounts for this transformation. Its focus is the full integration of online sales and promotion into the standard marketing mix. To emphasize the Internet's integration into the marketing process, Internet chapters are now spread out to relevant locations throughout the narrative. In addition, the first edition's chapter on promotion, "Promoting the Product," has been broken into several chapters to differentiate activities that come under this heading, including publicity; radio, video, and television promotion; sales promotion and miscellaneous activities; and online promotion.

In addition, a new chapter entitled "Twenty Profile-Building Ideas to Use Right Now" has been added to the new edition, as have new interviews representing the spectrum of music marketing activity: a successful self-marketing musician, a record label marketer, and an Internet specialist. Also included is expanded coverage of new marketing tactics, from innovative uses of e-mail to more intelligent approaches to generating sales on a Web site.

Finally, the revised and updated edition of This Business of Music Marketing and Promotion includes a new preface, discussing the rationale for its revision, and a new Appendix listing information sources.

As before, author Tad Lathrop provides a practical guide to planning and producing a complete marketing campaign for selling music to consumers. A comprehensive array of techniques, tools, and strategies - both standard and alternative - are presented to get artists' music to the marketplace, to promote it effectively, and to ensure the highest possible record sales.