47 of 47 people found the following review helpful
on 16 September 2001
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
2 of 2 people found the following review helpful
on 11 February 2010
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.