Music Marketing Fundamentals

Music Marketing Fundamentals


In the music business you may be selling a variety of different products or services: CDs, performances, lessons, recording services, management services… the list is long and varied. But to some degree, what you are really selling is yourself, and what your customers are buying is not just a piece of music or time in a studio, but an experience or a feeling. Marketing experts know that people buy things because of how it makes them feel, and they buy the most from people or businesses with whom they have a relationship. While this applies to nearly all businesses, understanding this is a key to success in the music business.

Sales and marketing are huge subjects which can be studied for years. You can earn degrees, become a marketing guru, study the subject your entire life and still never run out of things to learn. But let’s distill this down to its essence and understand how it applies to you.

Music for Film and Television

Music for Film and Television


The first and most important thing you need to realize as a film composer is that your music is there to support the image. Your own ego must be put aside, and you must agree to support the vision of the film as described by the director or producer. This holds true whether you are writing music for the next Spielberg spectacular or for a local business’s first television commercial. Most likely, your input will be valued, but you are not the boss.

Copyright Basics

Copyright Basics

A Little History

We’ve been seeing that cute little symbol, yes… this one ©, for almost as long as we’ve been able to read. Everyone knows that it signifies that the item is copyrighted, which means someone else owns it. It’s like a sign that says “My property. Don’t mess with it.” But as a member of the indie music world, what do you really need to know about copyright?


Well first of all, you need to know that copyright is extremely important. Your right to control a copyright, and for us music types, that usually means musical compositions, is one of the most powerful and potentially lucrative rights in the music business.

Performing

Performing is still one of the most vital means of marketing your music. There is nothing like the excitement of a live performance to make people go out and buy your CD or better yet, buy them right there at the performance. Performing will bring people to your website, spread the word, help you become a better musician and it's even fun (most of the time).

Marketing Your Music

Marketing. It sounds like something you need to know about. But what is it exactly? I’ve heard marketing described as “anything you do that leads to sales.” I think for us musicians, that is a good working definition. In big companies, you will notice, marketing and sales are usually two different departments. Why is that? Well, primarily because a marketing person and a sales person are often two different animals, although they should work well together. The sales department closes the leads that marketing creates.