Labels identify their target audience and liaise with the media. An established label will have some relationships with the media to generate some press buzz for their releases. Here are some things they do to market an artist:
- Get on to radio playlists. Radio 'pluggers' usually work with specific singles going around to radio stations trying to get the singles they are representing onto a playlist.
- The video. Getting airplay on music TV, often within specialist niche channels.
- Setting up presence in the Internet, websites for fans, social networks, MySpace, information on tours and albulms, blogs etc.
- In-store promotions, flyers, cardboard stand-ups and posters for in-store stations, listening stations, merchandise (books, tshirts, posters etc.)
- Print, radio and online advertising to promote a new release. Newspaper and magazine coverage. Getting features onto TV, music programmes or chat shows, etc.
- Live music, touring. Artists have traditionally sold more when they tour so record labels will often financially support a tour. To be successful bands have to keep improving exposure and building demand.
- Making the right decisions on when to release an album. This is perhaps more important to majors, (for example around Christmas they will have to compete with the X Factor winner) Staggering releases to avoid clashes etc.
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