By Lori Spencer


In the music industry, artists and record companies are marketing a product: themselves. They market physical products as well, a band’s latest CD, a DVD, or other official merchandise, and items simply will not sell by mere virtue of their release. A savvy music marketer knows that promotion, publicity, advertising, and branding are absolutely essential to generating sales. Without a creative and aggressive marketing campaign, a truly amazing album or artist might never find a sizable audience. Musician marketing involves employing all of these methods to get the music heard by as many potential buyers as possible.

The Internet has revolutionized the way music reaches listeners, for better or worse. Prior to the mid-1990s, musician marketing was chiefly…(cont’d)


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