UNDER THE LABEL
Creating marketing campaigns to promote new releases and study the results.
The Marketing department focuses on creating and making strategies for every album or song that an artist releases. They coordinate and develop creative ad campaigns to boost sales.
This department changes constantly, and they have to find new and innovative ways of getting their message across. They use different platforms of advertising from billboards to social media campaigns or interactive platforms.
Some of their goals are:
Identify the key demographics of an artist
Create marketing campaigns around releases to maximize the reach of an artist
Engage and capture the attention of the public to create new fans
In the industry, you can use marketing in different ways to cover all needed aspects of an artist's career.
Those can include:
Tour marketing (Ticket holds, finding promotional opportunities, announcing the shows, etc).
Digital marketing (Creating assets for social media, tracking and analyzing data)
The path of becoming a Marketing Coordinator would start with gaining experience as a Music Intern, Marketing Assistant, or Music Marketing Representative.
CAMPUS REP (US only)
As a Campus Representative, you work under a record label's marketing department, and you report to the Marketing Manager and/or Marketing Coordinator.
For most College Reps programs, you must have at least two years left in your degree (the majority are college sophomores or juniors), to be able to apply. Generally, the job duties involve marketing and promotion, so it makes sense to move into similar roles at a record label, music venues, or other music organizations after graduation.
A DAY IN THE LIFE OF A MARKETING DIRECTOR
Former Marketing Assistant @Fame House
THE TASKS OF MARKETING IN A RECORD LABEL
Whom they work with and what they do
Create campaigns surrounding a new release: defining the vision of the artist, brainstorming ideas on advertising and marketing campaigns to promote the new release
Conduct and apply campaigns: through ads, social media, art (photos, videos, video games, ...)
Monitoring & managing the campaigns: keep track of how the campaign is doing through the analysis of impressions, reach, etc.
- create and produce the content will be used for campaigns (graphic designs of all sorts: posters, social media posts, ads, …)
TOURING & LIVE EVENTS
- discuss the routing for the US tour (define which cities to tour in, ...)
ARTISTS + A&R
- discuss the vision for the release (new record, new album, …)
- define the branding
- discuss the social media use (which platform, how much, …)
Is a degree required?
Is a degree recommended?
A degree in Marketing, Advertising, or Communication is recommended.
HOW TO GET STARTED
If you start as a Marketing Representative, you can advance your career by becoming a Regional Marketing Representative or a Marketing Director. You can get promoted to the position of Marketing Director for a distinct genre.
To get a better chance of landing a job as a Marketing Rep, you can start as an Intern or Campus Rep in the department. Having an internship in the marketing department of any record company would be ideal, also volunteer to work in the marketing department to get a feel for the business.
Education & Training
Smaller companies may only require you to hold a high school diploma
Larger labels may prefer/require a college degree (preferred majors include advertising, marketing, and communication)
Customer Relationship Management (CRM)
Customer Relationship Management is a system that manages all your company's relationships and interactions with current and potential customers.
Call to Action (CTA)
An instruction to the audience to do something (click a link, comment, etc.).
User-Generated Content (UGC)
Content that has been submitted by users of a brand, basically any type of content (photos, videos, or posts) that was not made by the brand.
Click-Through Rate (CTR)
The percentage of people that click a link that you advertised.