Understanding Music Marketing
Despite the purely commercial logic behind it, marketing is of immense importance for music. The selected sales and marketing strategies surround music with images, symbols, messages, emotions, which – although they are primarily intended to promote sales of the sound carrier – grow together with the music being marketed, whether intentionally or not. This has long been the case for all music that appears somewhere on sound carriers and is therefore traded as a commercial product. However, the greatest effort is made where the sales policy instruments used are expected to have the greatest effect, in the field of popular music .
In the music business, a number of specific forms of marketing have emerged that are related to the particularities of the music market, even if they are not limited to these, but have acquired a special meaning here.
The main forms of music marketing
- Event marketing and
- Cross-Marketing .
They are interactive in nature because they are between marketing strategies
- Different product types,
- Different industries and
- Different manufacturers
Seeking to generate synergy effects . Given the widespread popularity of music, its already present presence in every product advertisement and its great ability to assimilate, but also in view of the enormous difficulties in promoting the elusive properties of music in a tangible manner, Such interactive marketing strategies play an immensely important role in the music market.
Event marketing is the oldest form of music marketing that was practiced intensively when the term did not even exist. Event marketing builds on the experience value of events. The same applies to the manufacturers of musical instruments .
Under cross-marketing refers to the joint marketing of different products from different manufacturers usually also by exploiting the synergies of each marketing activities. This has played an immensely important and still growing role on the music market .
Understanding Sponsorship and Co-branding
Sponsorships are investments by non-music companies in musical activities that have positive repercussions both on the sale of their own product and promote the supported musical activity. This has differentiated itself into a whole range of measures, without which the musical life of the present in all its branches and varieties can no longer be imagined. Endorsements which, in return, display the name of the sponsor on the equipment made available (instruments, sound and amplification systems, etc.).
Presentation sponsorship lets the sponsor become the presenter of an event – the most common form of sponsorship in concert life today. The production sponsorship includes any type of music production and is remunerated (etc. recorded music, music videos, films) with the signature of the sponsor on the sponsored product.
Although marketing has now become a complex affair and is one of its most important activities in the music industry’s self-image, success ultimately always depends on the artistic quality of the product. In spite of the marketing efforts of all the big sound carrier manufacturers, each of their sales successes is faced with a multitude of commercial failures, which of course are then still highly profitably offset by the profits possible in the music business. The reason for this lies in the fact that the listeners in no way react to the available offer as passive consumers, are not an inactive factor and only have to be supplied with suitable methods in order to buy a certain product and not another. Rather, the relationship to music is always an active process that is also largely determined by social factors. This makes it impossible to precisely calculate purchasing behavior in advance. Of the The social use of music is never entirely subject to the commercial logic of the music industry and the marketing measures it employs like ‘knitpro‘ . In the meantime, the negative side effects that the growing dependency of musical life on the marketing activities of the industry bring with it can not be overlooked in all areas of music .