What kind of ways have you seen music promoted? What kind of advertisements have you seen for music?

You may have seen music advertised and promoted in the following ways: Music Videos Television Commercials Mix tapes Music DVDs In Local Newspapers Weekly Newspapers Ring Tones CD Packaging Posters Flyers Radio Advertisements Songs on the Radio Store Music PR From Suing Copyright Infringers Street Teams & Postcards

What kind of appeals are used in music promotion? Sexual Musical Emotional Scarcity

Sexual Appeals Used in Promoting Music Nudity/Partial Nudity Overt Sexuality Sensuality  Used to attract attention  Use decorative models in music videos—this is done to attract attention and serves no functional purpose in the ad

Ethical Issues & Sexual Appeals Nudity and Sexuality of Children  Example: T.A.T.U.- All the things Said video Objectification of Women in Music Videos  Example: Many Rap Videos

Musical appeals Captures the attention of listeners and is linked to emotions, memories and other experiences This holds especially true if the song used is popular

Ethics & Musical Appeals Copyright Infringement License Agreements Song Lyric Controversy

Emotional Appeals Capture attention and establish an attachment between consumer and the artist Types of Emotional Appeals Used:  Trust  Reliability  Serenity  Romance  Friendship  Happiness  Anger  Passion  Security  Glamour/ Luxury  Protecting Loved Ones  Family Bonds

Scarcity Appeals Used to urge consumers to buy the artist’s product because their product is rare and unique to them You buy the product because it is one of a kind

Brand Image “It’s all about how you position yourself in the consumer’s mind” Brand Image (def.)- a group of attributes by which a consumer relates to specific artists

Why is Brand Image Important? Image is important because it is the cornerstone of the artists’ relationship with music listeners Image determines how an artist chooses a name, their music and music video styles, who they associate with, how they walk, talk, dress, speak and act.

Brand Image If an artist establishes an image and does something to damage that image, it is very hard to re-position their image in consumers’ minds (i.e. If they mess up, consumers rarely give the artist a second chance) Examples:  Good Brand Image: G-Unit  Bad Brand Image: Michael Jackson (Once had a positive brand name, due to scandals it has become a negative name), Vanilla Ice, MC Hammer

Ethical Issues in Branding Brand Infringement  Occurs when a company or artist creates a brand name that closely resembles a popular or successful brand Deceptive Branding  Occurs when a company or artist creates a brand simply to mask the real organization/ real person

That’s Music Marketing in a Nutshell ANY QUESTIONS?