The changing model of music marketing

An image of a compact disc - Pencil included f...

Image via Wikipedia

It’s true that music can be a very profitable business, but unfortunately the success stories of the elite few who’ve made it like the Beyonces, Jay-Zs and Kanyes of the world are rare, particularly in a market where supply far exceeds demand and CD sales are a distant memory. Faced with lagging record sales and piracy, music artists of today must become innovative marketers or risk irrelevancy.

According to Chicago Music Commission executive director Paul Natkin, giving away music for free is key in today’s market. Yes, you read right: free. In our privileged society, where peer-to-peer file sharing is illegal, but the norm, consumers aren’t very eager to pay for music. He suggests that bands implement unique marketing models to generate revenue, including licensing music and merchandising.

Natkin cites Chicago-based rap duo, the Cool Kids, as a prime example of artists whose unique marketing methods have paid off. The group doesn’t charge for music. Instead, they give it away and make money by licensing their music. The Cool Kids‘ music has been featured on a number of video games and TV shows, including “NBA Live ’08” and HBO’s “Entourage.”

Merchandising is another way to market your music brand and generate income. At shows, consider selling t-shirts, hats or other paraphernalia with your band’s logo on it. Fans love to be a part of a movement or “in” crowd. This works particularly well for new groups with exceptional talent. Just think about the last time you’ve heard someone brag about listening to an artist “before everyone else knew about him.”

Music industry record sales have taken a big hit over the past decade. There are countless ways to integrate unique marketing methods into your strategy. If you don’t, your band brand could just be one of thousands of bands that never make it to the major leagues.


About Publicity Stunt, Inc

Founded in 2007, Publicity Stunt, Inc is headquartered in Chicago, where we work with a variety of local and national clients. We specifically cater to the unique needs of aspiring and established fashion designers, boutique owners, musicians, authors, athletes and other non-traditional professionals. Our communications studio offers a variety of services, including publicity and marketing campaign development, “swag bag” fulfillment, media outreach, creation of sponsorship proposals and more. Additionally, our extensive network consists of photographers, graphic designers and more who we are able to contract to further support the needs of our clients. Combining public relations, marketing, social media and image management, Publicity Stunt, Inc approaches each project holistically to maximize results for our clients. We strive for perfection in helping our clients to develop relationships with members of the media, the general public and industry influencers. View all posts by Publicity Stunt, Inc

One response to “The changing model of music marketing

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: