This presentation is taken from my lecture on the entertainment structure (as defined by Al Lieberman and Patricia Esgate in the text "The Definitive Guide To Entertainment Marketing") and music marketing at Emerson College in Los Angeles.
19. Album sales have declined every year since
Napster and iTunes
Digital sales have increased, but doesn’t
make up for the loss in album sales
The rise of streaming suggests a drop iin
interest in “owning” music.
Marketers must look at other ways to capture
consumers
20.
21. The Roadmap to Taylor Swift's Record-Breaking
Week in 6 (Not So Easy) Steps
24. Identify early target listeners
Most record labels want to break young artists
who appeal to teens.
Create music with identifiable themes
May be genre-typical
Position artists where teens are
Social media
Malls
Events
TV shows
25.
26. Single: 1 to 3 Songs
5 to 15 minutes
Extend Play EP: 4 to 7 Songs
15 to 25 minutes
27. Long Play (LP): 8 or more Songs
25 to 80 minutes
Deluxe LP: Album Plus
Bonus Features
13 tracks 17 tracks & 3 Voice Memos