Business News Education & Events Marketing & PR The Great Escape 2013

TGE to ask whether music marketing needs an overhaul

By | Published on Friday 3 May 2013

Andy Malt

One of the sessions in the Great Escape convention programme that was fully unveiled earlier this week will ask whether the record industry’s traditional approach to artist marketing will work in the music business of the future.

The panel will be led by CMU Editor Andy Malt, who says: “We all know that one of the most important changes in music instigated by the web is that artists can now communicate with – and sell to – their core fanbase directly 365 days a year. Also, any labels’ entire catalogue can be accessible all the time, for downloading and streaming, meaning those labels can benefit from any new interest in their music with minimum effort on their part. Yet the way much of the music industry markets its artists and content doesn’t really capitalise on all this, because we are still very reliant on label-funded album campaigns, that are based around a flurry of activity for three months, and then pretty much nothing after the week of release”.

“Shouldn’t we be considering a new approach?” he continues. “Should we be marketing our artists and content on a more regular basis, and in a more tactical way? Though if we do, who should lead on that? Is the label – which traditionally funds most marketing activity – incentivised to participate in something like this? And would this approach replace or complement the traditional big album push, which might still be appropriate for launching new acts, or for bands aiming for a more mainstream audience? These are just some of the questions I’ll be putting to my panel”.

The experts who will join the debate include artist managers James Barton and Tom Quillfeldt, plus Matt Dixon from Band2Market and fan engagement specialist Dana Al Salem of Fan Factory. It takes place at 2pm on Friday 17 May in The Old Courtroom in Brighton as part of a whole day of sessions focused on music marketing, including the challenges of launching artists in new markets, and how streaming platforms can be marketing tools as well as revenue generators.