Marketing through cutting-edge web-technology, and how to incorporate into retail distribution networks supporting soundscan capabilities, is discussed. In general terms the text within very specifically details the functionality of music distribution and the components and variables that facilitate that functionality. The product distribution systems, wholesale/retail markups, pricing strategies, major chains, rack jobbers, one-stops, mom and pop stores, and other retail outlets are also examined. Included will be a campaign on existing product already within retail systems—and examining radio promotion campaign efforts on targeted markets through telephone tracking methods. The basic necessity of distribution is product of fulfillment. Meeting mounting consumer demand derived of external marketing and promotion results, but doing so in a preemptive methodology. In this book you will find that methodology prefaced, defined, detailed and justified. The intent is to convey total understanding of the process of music distribution as well as the significance of that process and all it’s variables in the scheme of the business of music.
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Review
Short, to the point, big type, and not very thick. I figured this paperback would be a quick, easy read. Boy was I wrong, this book stuffs a lot of information into a thick package. C. Michael Brae is the CEO of Hitman Records and Dameon V. Russell is Hitmans COO. Both have been involved in various business and educational ventures leading them to Hitmans birth in 1991. The book starts out with some very interesting facts and figures about the industry in general. Everything from major and indie label and overseas sales to industry trends and analysis is covered in the first few pages. Chapter 2 gives details on pre and post production in music and music video. Budgeting and approval processes are covered here. The book goes beyond technical jargon and gives real world clarification to each process. The next chapter is a mere three pages long, covering manufacturing process, systems, and product platforms. There is a short but, comprehensive section on profit analysis and pricing. Half this chapter has some good commentary from Radio Media. Chapter 4 on is entitled Distribution Companies. This section gives an outline of all the various categories of companies. Everything from major distributors to rack jobbers is covered with explicit examples of each. Chapter 5 is an excellent tutorial on the distribution process and its many other partitions. Pricing, payment terms, invoicing, payment collection, and other topics get examined. The next chapter dives into all the resources that distributors, retailers, and promoters use to track sales. Databases such as Muze, SoundScan, and BDS are explained in detail. My only (minor) complaint about this book is that it doesn t give any internet addresses. However, a quick search engine hunt can bring up anything the reader may want to know, so it is not that big a deal. Also of importance in this chapter is a clear and concise explanation of the UPC/Bar Code system. What it is, what it is used for, what all those numbers mean, and it s importance in the distribution and marketing process are all covered here. This chapter alone is a must read for anyone in the music industry. NAIRD (The National Association of Independent Record Distributors) and NARM (National Association of Recording Merchandisers) narm.com are covered here as well. Both these organizations are critical resources for any distribution campaign. Chapters 7 and 8 are brief continuations of promotion and marketing operation details. Chapter 7 focusing on alternative selling in relation to inventory reduction including cutouts, mail order, etc. Chapter 8 is covers the Internet for promotional distribution, however, this is not a means of primary marketing for this book and it should not be the place you go to for website advice. The next section covers radio campaigns. The importance of the one-sheet and all factors of radio promotion and marketing are comprehensively covered here. This chapter also has a good listing of trades and their importance in the overall distribution process. This is a great resource of college radio resources, as well. The final chapter is one of the longest and covers marketing processes. Demographics play heavily here. Identifying and targeting your audience, retail and radio promotion (again), and street promotion are all covered. The appendixes at the end are almost one third of this book and are impressive. There is a snail mail listing of performance rights organizations, trade publications, and an excellent listing of college stations complete with phone numbers. Contract templates are included. The book concludes with a US Radio Market Data Spreadsheets. Hitman Records site is a good example of a mid size distribution label. As I said above, this little book packs a big punch. It is informative and gives some very good advice if you are interested in distribution. ----The Dude, MUSIC315.com
You're an up and coming artist with great music, great producers to back it up, lots of people are talking about you, but you can't get your music to sell? If this situation is troubling you right now you might want to seek some help , help that is available between the covers of this book by C. Michael Brae, an extensive guide into the difficult business of promoting one's music. As most people know, the hard part is not producing the music, but getting it out into the public, promoting it, getting it known and eventually selling it. A good complete guide with great structure and easy to understand. Crystal - Music Contracts 101 --musiccontracts101.com
About the Author
Hitman Records began in 1991 and solidified a joint venture with SOLAR (Sounds of Los Angeles Records) in 1995. Mr. Brae worked with SOLAR under President and General Counsel, Virgil Roberts, and secured distribution for Hitman Records through a distributor of SOLAR, INDI. In 1997, Hitman Records switched distributors to Bayside Distribution. The record label then began a period of artist acquisition and development, which focused on hip-hop, rap, r&b and gospel genres. During this period, Mr. Brae represented well-known and established artists, such as Samuelle (double-platinum and Grammy award winning singer for the r&b group Club Nouveau) and Mac Dash Mone (former member of the double-platinum group Digital Underground). A native New Yorker, Mr. Brae began his career on Wall Street after graduating with a double Bachelors degree in marketing and advertising from the University of San Francisco. Having had strong sales, marketing strategies and new business development, Mr. Brae secured high profile corporate companies such as Delta Airlines, Bell Atlantic and Standard Motor Products producing up to 65% increased revenue in achieving goals at previous companies. Hitman Records has a number of diversified layered revenue streams. The degree of both vertical and horizontal integration allows Hitman Records to generate revenue through commissions and management fees throughout the entire development and sales cycle of the product. The focus of selling business to business and business to consumer will provide leverage.
Co-author Dameon V. Russell, COO Hitman Records/Hitman Entertainment
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Most Helpful Customer Reviews
7 of 7 people found the following review helpful:
5.0 out of 5 stars
Finally, its about time!,
By "vpmarketing" (Los Angeles, CA) - See all my reviews
This review is from: Music Distribution: Selling Music in the New Entertainment Marketplace (Paperback)
With all the books on the Music Industry out there written by so called experts, its quite a shock to purchase one that actually tells us would be Indie CEO's, label owners, Artists, Managers and marketers the real deal.I found this book to be overwhelmingly informative. ANYTHING you need to know about releasing, distributing and promoting your titles - its in this book! The book is my new Indie Bible, the exact manual for understanding how things get done, and most importantly - HOW TO ACTUALLY DO THEM!! You gotta have it. Kudos to the Authors, this book is worth PLATINUM! S. Montano
6 of 6 people found the following review helpful:
5.0 out of 5 stars
Valuable Resource, True Companion to Indies.,
By Thomas Foley (Sacramento, CA) - See all my reviews
This review is from: Music Distribution: Selling Music in the New Entertainment Marketplace (Paperback)
Listen, distribution is hard to come by for unknown Indie acts. This book breaks it all down and details each element. What's much more valuable is that the writers also tell you step for step just what to do to achieve distribution. Building a "story" for your release, generating consumer demand, marketing strategies, radio campaigns, etc... it goes on & on & on!The writers truly want you to get your release on to store shelves, reading this book, I truly felt that. Ex., No books ever discuss "retail promotion", Brae and Russell not only discuss it, they breakdown exactly what to do to get product placement at retail, dealing with the retail buyers and reps. For 150 pages, these guys packed a tremendous amount of truly useful knowledge all written in a conversational type flow. Chapter 11, Russell's marketing chapter just blew me away, really made me realize how little I knew about marketing music! Excellent book. If you're an Indie with product sitting in your garage and no distribution and you wish to remedy that; read this book. If you're running your own little consignment operation and want to move up to mainstream distribution; read this book. If your an Indie period; read this book!
4 of 4 people found the following review helpful:
5.0 out of 5 stars
We LOVED IT!,
By J. S. Ghada (Hollywood, FL) - See all my reviews
This review is from: Music Distribution: Selling Music in the New Entertainment Marketplace (Paperback)
We run an independent promotions firm out of the southeast promoting indie artists and providing consult services to management on everything from booking to radio buying and radio promotion.This book has shown a whole new light on our operation. Immediate results and gains have been achieved as a result of implementing the techniques and strategies found in this book. Its way more than just a breakdown of the distribution process, WAY MORE. Chapter 1 was basically alot of statements and facts about the industry - kind of boring if you're not a big fan of raw data. But after that it really starts to rock. The writers get into it and get you into it. They cover so many relavent topics but always seem to bring it back home to the relationship to distribution. Every aspect of project development in this business leads back to distribution. Without it, its pretty hard to sell significant quantities of product. We have a staff of 11 and we have all read and continue to refer to this book, almost daily. Its been kind of like having these guys in our office as consultants. (for the price of a book!) Best deal I've ever closed!
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Statement of fact; 27,000 titles were released in the 2001 calendar year. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
record pools, recording merchandisers, rack jobbers, music marketing, retail promotion, radio promotion, independent distributors, music product, college radio Key Phrases - Capitalized Phrases (CAPs): (learn more)
Uniform Code Council, Best Buy, Distribution Agreement, United States, College Music Journal, Nielson Media Research New!
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