Institutions & Marketing Strategy

Task 1

Task 2

This is the link for task 3 http://prezi.com/yfwfwimyzwtp/task-3-institutions-marketing-strategy/

The point of a band/artist's marketing campaign is that it gives the audience a full product to buy into. They feel like they are spending their money well because there is so much on offer - an album, tour tickets, merch etc. A marketing campaign sends out a fully packaged image into a world where people often prefer to look at things rather than read them. We live in a visually stimulated society and media so a marketing campaign presents a uniformed front to help sell an artist.

In the industry, marketing campaigns are funded by the record label that the band is under. A brand/marketing manager deals with the campaign, claiming tv and radio spots and working with Sales and Public Relations to manage the entire campaign.

The marketing of music has changed over time because of the way music is produced, distributed and exchanged as the three sectors become muddled. Many artists are doing it themselves at home - making and recording music, putting it on social networking sites and then on ITunes for people to buy and to make money from. So the need for actual marketing campaigns is become less important in independent music more than mainstream because as long as the artist is popular and has gained enough of a following, they do not need to be packaged and branded with a marketing campaign.

Genre is relevant to a successful marketing campaign because obviously, for more mainstream genres such as Pop and RnB, the artists are more popular, making more money and therefore have more money to spend on a marketing campaign for more people to then put money back into. In less mainstream genres such as Alternative Rock and Indie, there is less money circulating and less popularity so therefore less money to create a successful marketing campaign which people will actually buy into.