#000481
Web Marketing for the Music Business
Tom Hutchison
A practical, roll-up-your-sleeves guide to putting a band or music project online, from a marketing professor who'd worked with artists from Faith Hill to Beck. Tom Hutchison covers the whole stack — domains and hosting, building a site, HTML and scripts, search optimization, audio and video, e-commerce, audience research, and promotion across social and mobile — all bent toward the single goal of turning listeners into fans. It has aged unevenly, as any book that names specific platforms must: the particular services it spotlights have risen and fallen since 2008, so read the tactics as examples rather than gospel. But the strategy underneath — build a presence, drive traffic, engage and convert — still holds. A useful companion to his broader Record Label Marketing.
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The author
Tom Hutchison (d. 2012) was a professor of marketing in the Department of Recording Industry at Middle Tennessee State University who had worked with a range of popular artists including Faith Hill, The Chicks, The Roots and Beck. He finished the manuscript for the second edition just before his sudden death.
The book
Web Marketing for the Music Business is a hands-on guide to creating an effective online presence for a band or music project. It covers domains and hosting, website creation, HTML and scripts, search optimization, audio and video, e-commerce, audience research, and promotion through social networks and mobile media — all in service of converting listeners into fans.
How it has aged
Unevenly, as any book naming specific platforms must. The particular services it highlights have risen and fallen since 2008, but the strategic backbone — build a presence, drive traffic, engage and convert an audience — remains applicable. Read the tactics as examples, not gospel.
For more context
It pairs naturally with Hutchison's co-authored Record Label Marketing for the broader industry frame.
Sources
- Type
- Book
- Author / Maker
- Tom Hutchison
- ISBN
- None
- Shelf
- Music
- Location
- Colorado