3 STRANDS OF MARKETING

By Stefan Mekki

What is a Record Label?

A major record label is a association from within the music industry. The music industry consists of 3 major institution:

- Warner Music Group- Sony Music Entertainment- Universal Music Group

These three record labels are known as ‘’THE BIG THREE’’. The music industry can be seen as a oligopoly. This is where a small number of institutions dominate within a certain industry.

Advertising

Advertising has a key role within the music industry. It consists of a record label directly selling an artists song or album. However advertising will be paid for by the artists record label/institution itself.

Drakes latest album (if you’re reading this it’s too late) was released early 2015. His record label OVO Sound (a subsidiary to Warner) paid for the advertisement of the album, which included posters and the album cover being published onto the Warner music website.

PublicityPublicity can be seen in various ways.

Some say bad publicity is good publicity, while other tend to go for the positive publicity by doing something good. Publicity is done by the artist and is not funded by the record label.

Recently drake has made a new mixtape in which he remixed another artists song. However, shots have been fired as some say its below the standard in which drake usually delivers his music, however die hard fans are just happy he’s released a ‘new track’.

PromotionArtist are hit with promotion and

endorsement deals all the time. A promotion is when an artist will come into partner with companies owned by the record label (synergy), or other organisations (horizontal integration).

Previously Drake had a deal with Sprite in which he gained publicity from, but also promoted the drink itself.