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Music Marketing in the Digital Era
Generator Research Limited, May 2006, Pages: 17
New Tools and Techniques. Same Principles?
MySpace: Crooks Arrive
Tools and Techniques
Music Gorilla, Echo Music
Case #1: Arctic Monkeys
Case #2: Gnarls Barkley
Case #3: Sandi Thom
Currently the world's second most visited website, MySpace has become a music phenomenon. Practically every songwriter and performer in the world knows about MySpace and most of these are either already on the site, or they soon will be. But is that all a wannabe act needs to do? Will a page on MySpace ensure you get discovered and signed? And does a talented act even need a record deal anymore?
Drawing upon interviews with a range of executives who are centrally involved in using digital channels to promote performers and their music, complemented with our own strategic analysis and music marketing frameworks, this report goes back to basics to address the fundamental issues that allow these questions to be answered.
For instance, the report analyses where the internet can be used effectively and where it can't and reviews the importance of having good music in the first place. The report also looks at how you go about creating 'buzz' or, even, whether you can. We also address the question of whether music promotion will one day dispense completely with traditional channels such as radio.
The report also analyses other questions such as whether the expertise and resources needed to promote music internationally on a mass scale, one of the core competencies of a major record label, is under threat from the new digital tools and techniques being developed today. Will music marketing join distribution as another 'core' label function that becomes digitised?
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