Record label marketing : how music companies brand and market artists in the digital era / Amy Macy, Clyde Rolston, Paul Allen, and Tom Hutchinson.

Includes bibliographical references (pages 61-462) and index.

Introduction -- Marketing concepts and definitions -- Market segmentation and consumer behavior -- Market research -- The value of branding in the music business -- The marketing plan -- The U.S. industry numbers -- Label operations -- Record label finances -- Publicity -- Social media -- The business of radio -- Promotion, airplay, and the charts -- Music video -- Music distribution and music retailing -- Technology and the music business -- Tour support and sponsorship -- Grassroots marketing -- Advertising in the recording industry -- Epilogue.