UNDER THE LABEL

international

WHO

Product Manager,

Digital Marketing,

Sales, Promotion

WHAT

Distribute and promote a record to international markets through licensing deals, international streaming distribution, radio, promo tours …

Record Label
Close to Artist
Travel

THE BASICS

The International department (also known as International Marketing) usually works only with artists that have audiences in multiple countries. They are responsible for the manufacturing, copywriting, and distribution of records in non-native markets, as well as the promotion of an artist or an album through marketing campaigns, radio, and promo/press tours. 


The international department is different from the other departments in the label. First of all, in certain record companies, one international department takes care of one or two labels (example: in Sony, there is one International department dealing with both RCA and Arista). Second of all, the international department is composed of different individual sections, similar to the ones of the domestic label. For example, they have their own international product managers, digital marketing, and sales team.

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JOBS

INTERNATIONAL PRODUCT MANAGER​

Their role is essentially the same as the domestic PM but for international markets. They promote music around the world, schedule interviews, plan the radio promotion overseas, liners, TV advertising...

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DIGITAL MARKETING

Inspired by the marketing plan of the domestic team, they adjust the strategy by creating adapted campaigns to other countries/cultures and amplifying the promotion internationally. 

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PROMOTION/RADIO

The radio department creates relationships with international radio stations to promote their new releases. They prepare drivers with an artist's stats and sales to incite them to play a song. 

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STREAMING/SALES

They make sure the record has been distributed to DSPs around the world; Spotify, Apple Music but also Gaana and Jioaavn (India), KuGou and QQ (China), etc.

*sometimes the part of the international sales is centralized for all labels under one group*

For example, Sony's Global Digital Business & US Sales record division deals with international sales for all Sony Labels (RCA, Arista, Columbia, etc.)

A DAY IN THE LIFE OF AN INT. MARKETING MANAGER

International Marketing Manager @Sony Music UK

THE TASKS UNDER THE INTERNATIONAL DEPARTMENT

Whom they work with and what they do 

DOMESTIC MARKETING

- Coordinate with the domestic marketing team to inspire international campaigns from domestic ones (amplify the campaigns rather than start from scratch)

internal

TOURING & LIVE EVENTS

- Use analysis of international radio and streaming date to establish the audience/markets of an artist and plan the tour routing accordingly 

- Deal with international ticketing

- Negotiate and sign licensing deals with foreign record companies so that they can manufacture and distribute in their native territory. 

- Keep in touch with the number of sales overseas

INT. RECORD COMPANIES

external

INT. RADIO STATIONS

- Oversee the spins of the songs on international radios 

- Create liners with the artist in different languages for different countries

- Promote record to radio oversees

ARTIST

- Organize the promo/press tours to develop the artist's profile in other countries and raising awareness to increase sales

- Travel with the artist globally on promo tours to oversee radio and press interviews

DSPs

- Make sure the music is distributed to all international digital platforms such as Gaana, JioSaavn, KuGou…

SKILLS

Very good skill for international students who have a natural  

understanding of the consumer behavior of people in their home country (popular genres, the way people listen to music, etc.)

Analysis of a lot of radio and streaming data

TIME SPENT

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"When there is no covid I travel a lot so I am divided between being with the artist on tours and promotion - with visits to my offices for strategy and planning meetings around the world and in London with my team on a day-to-day basis when we are not traveling. My boss travels much more than I do so we are used to working remotely and maintaining constant communication."

CHECKLIST

Is a degree required?

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Is a degree recommended?

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The recommended majors for the international department are marketing, data analytics, and management

GLOSSARY

Liners (also called Sweepers)

Short pre-recorded samples are used by radio stations as segues between songs that give listeners a brief station identifier or promo. Generally, 20 seconds or less: “My name is Dua Lipa and you are listening to my new single Don't Start Now on BBC Radio 1”.

Drivers

Drivers are one-page documents created by the label to showcase an artist's stats such as the number of streams and sales, or press updates. They are shared with radio stations to induce them into playing the song.

 

Written by Louisa & Ixe

Published June 17th 2021

Copyright © 2021 Coda Collectiv.