Retail Marketers and Music Artists Unite!

It's no secret that the record industry has suffered over the past few years as a result of slumping CD sales, illegal music sharing, and the challenge of competing for radio airplay within rigid programming formats. Music labels know that finding the right creative avenues to position and promote artists (new as well as old) is a constant challenge.

Performance rights organizations like SESAC, ASCAP and BMl suggest that music artists market themselves in a myriad of ways, especially in light of changing consumer behaviors such as decreased exposure to traditional radio, events and advertising. For example, the Apple® iTunes® service offers artists and music labels many options to promote their music featured on the iTunes subscription service, including branded download access cards, viral e-mail marketing and Web links.

For recording artists the ideal audience for their music can fit right in with the lifestyle brand of a national retail chain. The music industry is heading in the same direction as the business entertainment industry-to get people connected with the music and lifestyle experiences and help build interest. As such, retail chains are becoming an important channel for music labels looking to attract more of a targeted audience's mind share and eventually disposable income.

Many up-and-coming artists have found retail and hospitality venues to be the new ticket to building emotional connections and increase targeted exposure to an audience ready and willing to soak up the experience. Despite being known by various names-"Lifestyle Marketing" to the music industry and "Music Marketing" in business entertainment-the trend offers many ways to leverage this mutual interest.

Music Marketing Strategies

Music Marketing is a way to get right to the heart of consumers' music-influenced lifestyle aspirations.

Retailers and restaurants can work with music labels and artists to develop Music Marketing programs exclusive to their brands. Private-label compilation CDs, instore artist appearances and live performances are all strong brand-building tools for retailers, especially when supported and promoted well by store employees and incorporated into overall marketing strategies. Businesses may also create musicrelated incentive programs for customers and employees, concert discounts or flyaway contests to build more rewards-based excitement.

Lately, with Internet music downloads such as iTunes being the hot trend, digital download cards, branded ring tones and co-branded Web sites are yet another way to win customer interest. The list goes on.

Facilitating Music Promotions

Matching businesses with the best artists can be tricky. On the music industry's side, promotional firms and publishers are looking to secure placement for their artists and music for public venues. But on the business entertainment side, developing inroads to the right music fit can be a formidable task.

Putting together an effective music or artist promotional program is a process that many prefer to outsource. Music service providers with strong music label relationships have direct access to artists as well as their promoters. As such, they are uniquely positioned to advocate the best match of a business' branded in-store entertainment needs to the right artists and provide insight on how this can all be integrated within a retail chain's marketing and promotional strategies.

Depending on the promotional elements, licensing rights may need to be secured, production of related marketing support materials may need to be coordinated (i.e. compilation CD artwork and packaging), and marketing support from the labels may need coordination. Music service providers can often take on many of these logistical necessities from a project management standpoint.

Music Marketing is an effective way for retailers to connect with targeted customers, help drive incremental sales, increase brand awareness, and further differentiate businesses in an ever-increasing competitive landscape. For music labels and artists, this evolving relationship with retailers is another opportunity to broaden the fan base for all types of music.