Marketing and communication are at the heart of the music business, and marketing in the music industry today is indispensable. The viability of any music project (be it an emerging artist’s video or a macro festival) necessarily depends on reaching an optimal level of awareness among the target audience and connecting with them.
Marketing and promotion are interconnected areas that have different functions. While promotion is based on generating visibility among the target audience, music marketing strategies have a more global mission in order to connect propositions and brands with their consumers and to monetise value exchange relationships.
In other words, according to classical marketing theory, we would find the 4 Ps, Product (definition of the product and its packaging), Price (definition of the price and discounts), Promotion (or Communication. This would be defined as the diffusion or announcements about the product in its owned, paid or earned media) and Place (distribution strategy).
In an evolution to traditional marketing, we can find the 4 Cs which are Consumer, Cost, Convenience and Communication. The difference between the 4 Ps and the 4 Cs is the perspective. The 4 Cs put the focus on the final consumer in order to define the strategy. Whereas the 4 Ps look from the inside out in order to define the strategy.
Marketing direction is, together with artistic management, one of the two main pillars in the music industry. Marketing in music usually has two equally important legs, one is the definition of the strategy and the other is the execution of the strategy. While the definition is a function that is difficult to outsource, the execution makes it possible to involve external figures in the project, especially in terms of distribution and communication.
Beyond the roles that are integrated in the marketing departments of record companies (product manager, brand manager, label manager and marketing director), in this business there are many figures who are dedicated to music marketing or who make decisions related to marketing. From the artist themselves, to the personal manager in the early days, as well as the marketing departments of a publisher or music promoter. As well as a freelance PR or digital marketing expert or community manager for musicians. All of them can contribute to the music marketing umbrella.