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Hal Leonard 00331380
This Business of Artist Management - 4th Edition - Book

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THIS BUSINESS OF ARTIST MANAGEMENT - 4TH EDITION
Author: H. Lee Hetherington
Author: Xavier M. Frascogna, Jr.

The streamlined, reorganized, and updated edition of this book is informed by the transformation of the music industry in recent years. Online music has provided much of the fuel, with downloadable songs and file-sharing programs opening up new avenues of distribution and promotion to some 60 million consumers. The new edition of this book accounts for this transformation. Its focus is the full integration of online sales and promotion into the standard marketing mix. To emphasize the Internet's integration into the marketing process, Internet chapters are now spread out to relevant locations throughout the narrative. In addition, the first edition's chapter on promotion, “Promoting the Product,” has been broken into several chapters to differentiate activities that come under this heading, including publicity; radio, video, and television promotion; sales promotion and miscellaneous activities; and online promotion. As before, the author provides a practical guide to planning and producing a complete marketing campaign for selling music to consumers. A comprehensive array of techniques, tools, and strategies – both standard and alternative – are presented to get artists' music to the marketplace, to promote it effectively, and to ensure the highest possible record sales.

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