Musci Industry Pest
1.0 Introduction
The marketing department of a record label plays a large part in portraying an artists’ image to its fan base and the music industry. Once an artist has produced their music and is ready to be made public, it is up to the marketing department to make sure that it is made available in all media formats. This is done solely through a range of distribution and promotion campaigns.
This case will look at the current situation of the music industry and analyse the effect the new technologies and the digital world are having on record labels and artists. Firstly by looking at a micro and macro environmental view point using various analysis models a better understanding can be made of the music industry in its current state. Once establishing the fundamentals areas by which record labels can advance objectives will be set and followed by promoting and distributing an up and coming artist to her target audience.
This record label is called Mystical Records and currently manages one, up and coming artists called Thallie. Thallie is originally from Mauritius, however is now based in the UK and is looking for her big break. Back at home in Mauritius she has be compared with the likes of Shakira and Whitney Houston due to her singing style. Thallie is an urban artist, producing songs in a range of genres from R&B to Dancehall. She has made a name for her self back in Mauritius, and now feels that is time to tackle the international markets in particular to the UK and US music markets.
2.0 Analysis
The music industry will be analysed through both a macro and micro environmental aspect. The macro environment will be analysed using a PEST analysis, therefore determining all external factors of the music industry. Examining legal factors concerning illegal downloaders which are affecting record label sales, and to establish any government action taken to tackle this problem. Economic factors will be analysed in terms of income and revenue of artists
The marketing department of a record label plays a large part in portraying an artists’ image to its fan base and the music industry. Once an artist has produced their music and is ready to be made public, it is up to the marketing department to make sure that it is made available in all media formats. This is done solely through a range of distribution and promotion campaigns.
This case will look at the current situation of the music industry and analyse the effect the new technologies and the digital world are having on record labels and artists. Firstly by looking at a micro and macro environmental view point using various analysis models a better understanding can be made of the music industry in its current state. Once establishing the fundamentals areas by which record labels can advance objectives will be set and followed by promoting and distributing an up and coming artist to her target audience.
This record label is called Mystical Records and currently manages one, up and coming artists called Thallie. Thallie is originally from Mauritius, however is now based in the UK and is looking for her big break. Back at home in Mauritius she has be compared with the likes of Shakira and Whitney Houston due to her singing style. Thallie is an urban artist, producing songs in a range of genres from R&B to Dancehall. She has made a name for her self back in Mauritius, and now feels that is time to tackle the international markets in particular to the UK and US music markets.
2.0 Analysis
The music industry will be analysed through both a macro and micro environmental aspect. The macro environment will be analysed using a PEST analysis, therefore determining all external factors of the music industry. Examining legal factors concerning illegal downloaders which are affecting record label sales, and to establish any government action taken to tackle this problem. Economic factors will be analysed in terms of income and revenue of artists
References: Brassington, F & Pettitt, S (2002) Principles of Marketing, 3rd Edition, Financial Times Prentice Hall, UK. Davidson, H (1997) Even More Offensive Marketing, Penguin Books, UK. Dibb, S & Simkin, L (1996) The Market Segmentation Workbook: Target Marketing for Marketing Managers, Thomson Learning, UK. Fill, C (2006) Marketing Communications: Engagement, Strategies and Practice, 4th Edition, Financial Times Prentice Hall, UK. Porter, M. (1979) "How competitive forces shape strategy", Harvard Business Review, USA. West, D, Ford, J & Ibrahim, E (2006) Strategic Marketing: Creating Competitive Advantage, Oxford University Press, New York, USA. 2.2 Five Forces Model of the Music Industry (Porter, 1979) = Indirect