IN T R O DU C T IO N

TO THE
F U N C T IO N S O F
M A R K ET IN G
MUSIC VIDEO PROJECT
W H AT I S M A R K E T I N G ?
W H AT I S T H E P U R P O S E O F M A R K E T I N G ?
IS IT THE SAME AS JUST SELLING?
 Putting the right product

MARKETING In the right place

IS A
PROCESS! At the right price

At the right time

 How does your favouruite artist
communicate their new music to
you?

YOUR MUSIC In groups draw up as many sales

channels in which their messages
CHOICE are communicated to you

Consider Print media, social

media, events, merchandise,
performances etc.
MUSIC INDUSTRY MARKETING

• The music industry uses a range of media platforms to promote and market the media texts it
produces.
• Record labels aim to get information about artists and new releases out to their target audiences,
both established fans and new fan bases, to achieve maximum product sales of music releases,
concert tickets and merchandise.
• The music industry uses music magazines to promote and market performers. Some of these
magazines may be for specific subgenres of music such as heavy metal.
• A niche audience magazine like Kerrang! could be used to promote and market a heavy metal band.
• Music videos are another way of promoting and marketing musical performers. Many music videos
of popular mainstream artists have high production values.
MARKET RESEARCH

• Market research findings are important in developing the overall marketing mix for a given
product
• It is also important for producing the right kind of product
• By identifying specific customer needs a brand can adjust
the features, appearance,price and distribution method for a target market.
 THE 4 P’S OF
MARKETING
• How does this apply
to the music
industry?

• In groups
• Refer to a specific
artist and consider
how they use the 4
P’s in their marketing
strategy.
MARKETING IN MUSIC

• There are a number of ways in which you can

market your music. It can be as simple as talking to
people and letting them know you make songs, to
bigger marketing efforts such as performing gigs,
getting on TV/Radio, or letting people on social
networking websites know what you're all about (And
letting them listen!)
• They can also use the power of BRANDING
• Can you think of an artist that has rebranded many
times?
MARKETING
MIX
The overall marketing mix
is the business’ marketing
strategy.
It is judged a success if it
meets the marketing
department’s objectives,
E.g. increase annual sales
by 5%.
EXTERNAL AFFECTS ON
MARKETING?
• Social
• Technological
• Environmental
• Economic
• Political and Legal
• Competition

• IN GROUPS THINK OF SOME EXAMPLES FOR EACH

EXTERNAL AFFECTS ON MARKETING?

• Social - Changes in taste and fashion or the increase in spending power of one group, for
example, older people
• Technological - For example, being able to sell goods online or using automation in factories
• Environmental - For example weather conditions affecting sales or production and growing
interest in being ‘green’ , for example by recycling
• Economic - For example,inflation and unemployment
• Political and Legal - For example, new legislations, tax, censorship etc.
• Competition - The impact of a rival brand which may have a similar product, or which may
lower its prices, or offer a more attractive product.
AUDIENCE RESEARCH TASK
In pairs, use Microsoft Forms to create a survey
Include questions to capture both quantitative and qualitive data to find out about
• Demographics (AGE, sex, ethnicity etc.)
• Music tastes (genre, age, loyalty to bands etc.)
• Music purchase (download, apps, CD, shops,, subscriptions, purchase decisions - what makes
you buy the music? How much would you pay for music? etc.)
• Merchandise purchase (T-shirts, mugs, posters, concert programs, fan magazines etc.)
• Fan loyalty (memberships, websites, etc.)
• Music consumption (listening times, listening platforms, technology used, gigs/concerts etc.)

Once you have completed your Survey, share it with as many people as possible, peers, friend's
family etc.
NEXT
CLASS