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This Business of Music Marketing & Promotion (This Business of Music: Marketing & Promotion) [Hardcover]

Tad Lathrop
4.5 out of 5 stars  See all reviews (4 customer reviews)
Price: 17.99 & FREE Delivery in the UK. Details
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Book Description

1 Oct 2003 0823077292 978-0823077298 Revised edition
In language that is simple and direct, author Tad Lathrop details promotional skills, publicity plans, royalty guidelines and more, all supported by real-life examples. He shows how the web and other technological developments have revolutionized not only how music is made, but also how it is marketed and promoted. The old rules still apply - create a marketing plan, know your copyrights, be familiar with the laws of commerce - but there are a host of new ones as well, along with new strategies on how to give your recording the exposure it deserves. This streamlined, re-organized and updated edition features an all-new chapter ("Twenty-five Action-Generating Marketing Ideas to Use Right Now"), which will help readers get a running start into the recording business. The book also includes updated material about Internet sales and promotion techniques, the latest information available on integrated marketing and e-marketing strategies, and new listings of information resources.

Frequently Bought Together

This Business of Music Marketing & Promotion (This Business of Music: Marketing & Promotion) + Music Marketing: Press, Promotion, Distribution, and Retail + All You Need To Know About The Music Business: seventh edition
Price For All Three: 46.58

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Product details

  • Hardcover: 308 pages
  • Publisher: Billboard Books,U.S.; Revised edition edition (1 Oct 2003)
  • Language: English
  • ISBN-10: 0823077292
  • ISBN-13: 978-0823077298
  • Product Dimensions: 23.3 x 16.1 x 2.8 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 66,657 in Books (See Top 100 in Books)

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Product Description

About the Author

Tad Lathrop has written and edited music and marketing materials for a host of companies and publishers, including SonicNet and Launch. He lives in Oakland, CA.

Inside This Book (Learn More)
First Sentence
Most of us first get involved in music for emotional reasons. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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Most Helpful Customer Reviews
47 of 47 people found the following review helpful
By A Customer
A very comprehensive and easy-to-read book about the whole process of marketing and promoting an album/single including detailed step-by-step info about the choice (cost-benefit) to market/promote via radio, print media, MTV and retail display. From its title, I was expecting an only in-depth about the marketing & promo AFTER an album is produced, but the authors also cover the decision-making BEFOREHAND - how an atist is signed up, determination of how to package, image...the bigger picture, ie. Also how to get good distribution, including non-traditional methods like direct mailing. And a whole chapter on new media - the internet and how one can by-pass traditional channels to get one's music out there..
The chapter on artist royalty calculations provices one of the simplest and most easy to understand explanations about the complex calculations adopted by the major labels...I have read explanations given in other so-called "beginner's guides" and made no sense, and this is by far the best..
Lastly, the authors provide lots of real-life anecdotes about how the labels/artists themselves do it - a diverse range of examples - George Winston, Aerosmith, Fugazi, etc
Very entertaining and dare I say it, riveting! Highly recommended for anyone who wants to succeed in the music business, whether an artist, marketer or label management
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2 of 2 people found the following review helpful
Format:Hardcover|Verified Purchase
I used this book for my bachelor thesis and it was very helpful, but unfortunately too one-sided. It concentrates exclusively on the American side of the story, because of which I had to get another one with more emphasis on the European and Asian markets. However, it does provide enough basic marketing and advertising information with relation specifically to the production of music.
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4.0 out of 5 stars Bought for a student 25 Aug 2013
Format:Hardcover|Verified Purchase
Service good. Arrived in very good condition. The student who required it was satisfied. I have no idea what they made of the books contents. It was required for a course.
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5.0 out of 5 stars Excellent 24 Nov 2010
Arrived quickly and as described. I was interested in becoming an Independent Label and bought this book to get me on my way. It is written very well and organised so that even a novice like me enjoys reading it. It describes what you need to do and gives very good ideas on how to make your dream come true. If you are thinking of starting a label...check out this book.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 3.9 out of 5 stars  25 reviews
36 of 37 people found the following review helpful
3.0 out of 5 stars Adequate, but not intended for musicians 9 Jan 2002
By "czinto" - Published on Amazon.com
It seems that most reviewers are quite split on whether this is a "good" book or a "lousy" one. First off, reading the book I got a distinct impression that this book is not intended for musicians, it seems to be targeted more towards those in marketing who are familiar with marketing basics, but not about how they apply to the music industry.

There are much better books about the inner workings of the music industry (see books by Donald S. Passman and Moses Avalon.) There are much better books on marketing (see the "Guerrilla" series by Levinson and Godin). This book is adequate at introducing the music biz to marketing juniors, but not marketing to musicians.

One review wrote: "...dizzying amount of extremely useful information, all within an engrossing and enjoyable text" -- I find this review extremely suspect. I've read many books on both the music biz and marketing -- but this one is so mind-crushingly boring it's difficult to read and useful info is easily forgotten.
26 of 28 people found the following review helpful
5.0 out of 5 stars First-rate Guide to Survival in the Music Business 3 Dec 1999
By Stanley Booth - Published on Amazon.com
This excellent book is worth many times the purchase price. The average would-be professional musician, songwriter, or recording entrepreneur will require several lifetimes to use all the information it contains. "You don't get what you deserve," the great jazz drummer Roy Haynes once said. "You get what you negotiate." Knowing what this book teaches, you are armed with the facts concerning every conceivable aspect of surviving in the labyrinthine -- and sometimes treacherous -- world of music. Lathrop and Pettigrew are both seasoned music-business professionals whose credits range from the World Wide Web to various colleges and universities, as well as advertising and marketing companies and publicity campaigns for such spectacularly successful acts as ZZ Top and the Allman Brothers Band. Among the topics they cover are song writing, recording, publishing, promotion, advertising, and many different approaches to marketing, including sheet music, radio, film, television, and live performance. They even tell you in detail how to set up and use a Web Site. An additional lagniappe is the book's section of interviews with such veterans as Bruce Iglauer of Alligator Records, a leading blues label. Highly recommended.
17 of 17 people found the following review helpful
3.0 out of 5 stars YOU CAN BUY BETTER BOOKS THAN THIS ONE 28 Mar 2001
By Fred Decker - Published on Amazon.com
This book is similar to KASHIF's book, EVERYTHING YOU'D BETTER KNOW ABOUT THE RECORD INDUSTRY. Both books are thorough and provide a good general overview, but Pettigrew and Lathrop are so dry and boring that they will put you to sleep, while Kashif is personable and tries to be interesting. (He doesn't always succeed). If you are in a band and you want specific, practical ideas that you can use, then Tim Sweeney may be a better choice for you.
16 of 17 people found the following review helpful
5.0 out of 5 stars Provides a one-stop reference manual for music enthusiasts 26 Nov 1999
By L. D. Patton - Published on Amazon.com
When I read scathing reviews of books such as the reivew of this book, by DAVID from NYC, I wonder about two things: 1) Did they read the same book I read, and 2) What hidden agenda do they have? I found that this book provides a one-stop reference manual for music enthusiasts of all levels, including record producers, recording artists, business managers, entertainment executives, Web designers, and multimedia developers. It divulges the specifics of making and marketing music, from conceiving an idea to working with a record company to designing and distributing a finished product. I love this book! And I don't trust David of NYC. Sorry.
14 of 15 people found the following review helpful
5.0 out of 5 stars An essential component to a succesful record business 23 April 2000
By Kevin T. King - Published on Amazon.com
Mr. Lathrop and Mr. Perrigew manage to provide the reader with a dizzying amount of extremely useful information, all within an engrossing and enjoyable text. This book provides inside information about the interworkings of the big time music player's marketing techniques. It then shows how you can execute these techniques as well as others, which are more well suited to a smaller operation. Plus, if you are reading this in the year 2000 this book is very up to date and exremely relevant to the everchanging record biz. If you want to become competitive in the music marketplace, this is the book for you. I laud Lathrop and Pettigrew for their efforts, and for creating this gem of knowledge.
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