This presentation is taken from my lecture on the entertainment structure (as defined by Al Lieberman and Patricia Esgate in the text "The Definitive Guide To Entertainment Marketing") and music marketing at Emerson College in Los Angeles.

1. Dae Bogan
Adjunct Professor
Entertainment Marketing & Cross
Promotions
Emerson College – Los Angeles Center
Spring 2015

3. LYRICS
COMPOSITION (SONG)
MELODY
ARRANGEMENT

4. POP RECORDING ARTIST RECORDING

15. FESTIVALS CONCERTS
GIGS GORRILA

16. Music Mobile Apps, Game Consoles, Connected Toys

17. AIR GUITAR KARAOKE
SINGING IN PRIVATE

19.  Album sales have declined every year since
Napster and iTunes
 Digital sales have increased, but doesn’t
make up for the loss in album sales
 The rise of streaming suggests a drop iin
interest in “owning” music.
 Marketers must look at other ways to capture
consumers

21.  The Roadmap to Taylor Swift's Record-Breaking
Week in 6 (Not So Easy) Steps

22.  Name / Image / Likeness
 Persona

23.  Vocal Coaches / Producers / Software
 Dance Class / Choreographers

24.  Identify early target listeners
 Most record labels want to break young artists
who appeal to teens.
 Create music with identifiable themes
 May be genre-typical
 Position artists where teens are
 Social media
 Malls
 Events
 TV shows

26. Single: 1 to 3 Songs
5 to 15 minutes
Extend Play EP: 4 to 7 Songs
15 to 25 minutes

27. Long Play (LP): 8 or more Songs
25 to 80 minutes
Deluxe LP: Album Plus
Bonus Features
13 tracks 17 tracks & 3 Voice Memos

28. Compilations Soundtracks

29.  Concerts
 Tours
 Festivals

31.  Free (Ad Supported)
 $99 download
 $4.99 / $9.99
 TIDAL: $19.99 Hi-Fi
 $5.99 Eps
 $10.99-$15.99 Albums
 $10.99+ Vinyl

32.  Print Ads
 TV Commercials
 Radio Spots
 Billboards / Posters
 Music Videos

33.  Digital Ads
 Social Media Campaigns
 Smartphone Apps
 Viral Videos

34.  Interviews
 Appearances
 Editorial
 Media Coverage

36.  Apparel
 Perfumes
 Toys
 Any & Everything

38.  Dr. Pepper One Of A
Kind Studio Session
 Converse Rubber
Tracks Studio

39.  Budweiser Made In
America
 Pepsi Smash
 Vans Warped Tour

42.  Multi-City Talent
Search
 Celebrity Judges
 Activation At Mall
 Radio Station
Support (Radio
Personality Host)
 Giveaways
 Microsite

44.  https://www.youtube.com/watch?v=PZNd4c0JhlI