Marketing

First of all, we must understand that in our overwhelmingly-advertised reality of the digital world, there is a common misconception between the concepts of Advertising and Marketing. Most of the time, what we consumers interact with and have contact with is the Advertisement, but it does not exist by itself; it is just a component of Marketing. 

In a general overview, Marketing is the more profound research and understanding of the ways and activities needed to promote the buying or selling of a product or service. In our Music and Entertainment worlds, we can sell/buy products like music gear (guitars, amps, pedals, etc.), or sell/buy services like a performance by a session musician for a recording. 

Inside Marketing, there is an easier way to grasp the individual components that make it such a central concept to implement for any commercial success. Every creative that wants to build a career needs to have these four P’s of marketing present at all times. 

The 4 P’s

Product

For how much are you selling your product or service? In these times where recorded music is either streamed on platforms or illegally downloaded, bands and artists can still sell products like Merch items, or concert tickets. How much will you sell these for? Please take a look around to other bands and ask people how much are they willing to spend for your merch.

Conduct your research to understand how much capital you can invest, production costs, time, and distribution expenses. It is always smart to invest in a plan and strategy to follow.

Price

For how much are you selling your product or service? In these times where recorded music is either streamed on platforms or illegally downloaded, bands and artists can still sell products like Merch items, or concert tickets. How much will you sell these for? Please take a look around to other bands and ask people how much are they willing to spend for your merch.

Conduct your research to understand how much capital you can invest, figure out merch and deliverables production costs, time, and distribution expenses. It is always smart to spend time planning a strategy to follow.

Place

The internet is today’s playground: the connected world is your playground. There are no boundaries that will attach your music or service from spreading around. You can release a song that reaches the right fans in South Korea through playlists and promotions. Also, thanks to companies like Stereotheque, professionals can extend their services to other countries and projects.

Physical places are now mostly connected with live performances and appearances. Where are you going to play your next gig? Do people know you there? Is there a big opportunity in the next town? On the digital “place” inside the internet, you need to match the right channels of distribution and reach the actual fans! Use tools like Spotify for Artists to know your world-wide fan base and “hot zones,” learn how these people consume music and merch, then reach these people: they will become your number one promotional ally.

Promotion

Here is where Advertising lives!

How are you going to reach new people outside your friends and family circle with the product or service? Usually, for a product, it is “easier” in terms that the product can better explain itself; for services, companies/professionals have to think a clear, concise, and direct message that will catch the clients’ interest.

Advertising in today’s world lives in social media promotional campaigns, editorial and popular playlists, blogs, newspapers, radio, basically every paid service. What do you have to say about your product? Leave it all out with your audiences in mind, and these audiences will help you spread the voice about you.

Publicity involves third parties talking about your product/service. In short, publicity is what others have to say about your work. Press coverages of any medium (physical, digital, tv) works. This kind of press is of real importance for the public eye since it usually involves experts and others talking about your work.


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