#000480
Record Label Marketing, Second Edition
Tom Hutchison, Amy Macy, Paul Allen
A clear, classroom-ready map of how record labels actually connect music with the people who buy it. Written by three faculty of Middle Tennessee State's well-regarded recording-industry program, it lays out the moving parts of a label's marketing plan — publicity, advertising, distribution, sales tracking, new media, research — with the tables, figures, and glossaries of a proper textbook (this being the revised second edition). Take it as a reference and study text rather than a narrative: its systematic structure suits coursework, and it remains a useful diagram of how labels operate. Just remember it predates the streaming era's full arrival, so pair it with current sources on digital and streaming when the specifics matter. Solid foundational scaffolding for the business side of music.
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The authors
Tom Hutchison, Amy Macy and Paul Allen taught in the Department of Recording Industry at Middle Tennessee State University, one of the country's leading music-business programs. All three wrote from a mix of academic and industry experience, which gives the book its practical, curriculum-ready shape.
The book
Record Label Marketing explains the inner workings of record labels and how they connect music with consumers. It lays out the pieces of a contemporary label's marketing plan — publicity, advertising, distribution, sales tracking through SoundScan, new media and research — supported by tables, figures and glossaries. This is the second edition, revised from the 2006 original.
How to read it
Approach it as a textbook and reference, not a narrative. Its systematic structure suits study and course use, and it stays useful as a map of how labels operate — though anyone relying on it should remember the music business changed fast after 2010, and pair it with current sources on streaming and digital marketing.
For more context
It complements Hutchison's own Web Marketing for the Music Business for the online side of the picture.
Sources
- Type
- Book
- Author / Maker
- Tom Hutchison, Amy Macy, Paul Allen
- ISBN
- None
- Shelf
- Music
- Location
- Colorado