Quiz 7B

What is branding?

“name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”

What is publicity?

lays the foundation on which every other part of the marketing plan is built. “earned media”, promotion who’s placement is not direction paid for or owend.

When are press releases used?

Release of an album, Announce a concert or tour, Publicize an event involving the artist or label, Announce a nomination or winning of an award or contest, Other newsworthy items appealing to the media

What is the anatomy of the press release?

Slug line (headline) that is short, attention grabbing and precise

Dated with contact information including phone, address and email

The body should be double spaced

The Lead paragraph should have the 5 Ws and H (who what when where why and how

What is advertising?

the paid presentation and promotion of ideas, goods, or services by an identified sponsor in a mass medium. It is paid rather than free, and is persuasive as directed towards a specific market segment.

What is a scratch video?

videos that use pieces of film that are sync’d with tempo of song

What is a performance video?

a concert view of the artist performing and singing

What is an abstract image video?

videos that incorporate surrealistic special effects and sometimes bizarre images

What is a narrative video?

a video that follows the storyline of the song

Branding values

Branding should be aligned with the values and interests of the artist is a way that is accessible to their market audience. This includes product placement in music videos.

What is tie-in promotions?

Artists engage in online discussions with fans, sit for interviews, host online events like reunions or release parties, and post content of a personal nature in promotions with digital destinations. In exchange for artist involvement, the platforms agree to highlight recorded music for longer time periods and deliver specified audiences.

What is owned media?

With owned media, the marketing messages are under complete control and the devoted fan base that receives the message is expected to enthusiastically tell others.

What is a crossover record?

A recording focused on one market segment that achieves sales in one or more additional markets.

What is windowing?

means making a product available a certain way during a window of time. The exclusivity may be for a limited period of time or for all time.

What is a one-sheet?

Distributors work with record labels to distribute these. The one-sheet is a single-page document that provides information about the release (e.g., its title, available product configurations, cover image, genre(s), and release date), about the artist (such as a short bio if the artist is still relatively unknown) and about any important marketing-related activities pertaining to the record, such as radio airplay, playlist placement, artist live performances, artist media appearances and coverage, and advertising campaigns.

What is POP?

Point-of-Purchase. Displays set up in the retail store, announcing the availability of products. POP displays might include posters, banners, cardboard stand-ups, special display racks, window displays, and perhaps swag that the merchant can give away.

Catalog music

Music that’s been in the marketplace for 18 months or longer

Satellite tour

the artist conducts a series of remote interviews with different media outlets back-to-back over several hours while in a single studio.

What is ARPU (Average Revenue Per user)?

The average amount of money collected by the service for a period, generally monthly.

What is MAU (Monthly active users)?

The number of individuals who access a service at least once a month.

Churn rate

The proportion of subscribers canceling a service in a period, usually a month.

What is ripping?

illegal downloading of steams

What is publicity? (textbook defintion)

Publicity involves getting unpaid media coverage and is a type of earned media. The goal is to get stories and reviews published about the artist and their new recordings.