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Record Labels Chapter Thirteen
Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Start Thinking . . . What does it take to get music recorded and distributed? Who are the different people involved in this complex industry? Are major labels receding in importance? Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Chapter Goals Acquire an understanding of the history of the record industry and how it came to its present condition. Gain a true picture of the record business by analyzing it in terms of major versus independent labels. Learn how record companies function through their various structures. Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Development of Recorded Music
Late 1800s early inventions 1900–1920s record sales begin, “commercial” jazz 1930s Great Depression , jukeboxes 1940s singles, jukeboxes, one-stops, LPs 1950s TV, rock and roll, rack jobbing, stereo sound 1960s social turmoil, retailing, Beatles, major labels 1970s indie labels, singer-songwriters, crossover recordings 1980s technological change, CDs, video 1990s home recordings, DAT, electronic delivery of music 2000s piracy and P2P file sharing, legal downloads, 360 deals Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Perspective Major label Independent label Majors
owned and/or distributed by major distribution company Independent label indies lack affiliation with a major Majors dominate sales are well funded Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Major Labels Tremendous investment in recordings required
Artists attracted to majors large advances, prestige, promotion stability of established company more elaborate recordings Advantages in economies of scale Maintain inventories for longer periods Clear advantage in costly marketing of records Push weak recordings to sales success Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Independent Labels First to find the “next big thing”
Successful indies may be bought out by majors Technology blunted majors’ advantage majors focus on most popular + most lucrative leaves modest-selling artists + genres to indies Develop brand name awareness + consumer loyalty Connections at local and regional level Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Specialty Labels Some of the most successful independents
classical music Some release records “privately” Some may limit activities to certain demographic markets Gospel music effective promotional methods Specialty labels successful don’t compete with mainstream music don’t rely on traditional or expensive promotion Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Record Company Structure
[Insert Figure 13.1] Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Record Company Structure Executive Officers
CEO, COO, CFO, general manager CEO often strong entrepreneur who started label Two backgrounds for CEOs: Lawyer producer Must know “art of the deal” Must have good “ears” Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Record Company Structure Artist & Repertoire (A&R)
Concerned with finding + signing new talent Must keep informed Remain involved after signing assist artists administer production or budget details of album act as liaison between artist and label Large labels may have separate A&R departments Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Record Company Structure Distribution/Sales
Convince retailers to order and display CDs Get prominent “shelf space” at online stores Science in ordering specific quantities of CDs don’t want excessive returns don’t want empty shelves Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Record Company Structure Marketing
Product management Radio promotion heart of marketing get airplay and charting arrange promotional appearances, interviews, giveaways Video promotion airplay on TV video streaming on the Web Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Record Company Structure Marketing
Publicity media exposure less expensive than promotion Advertising co-op advertising trade publication ads Creative services design all marketing campaign materials Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Record Company Structure Special Products (Catalog)
Two core responsibilities: handle requests to license masters of older product find new ways to redesign or repackage music “best of” packages themed multi-artist compilations boxed sets Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Record Company Structure International Department
Oversee foreign sales Ensure effective communication between domestic and foreign affiliates Foreign sales may make up more than half of all revenue Foreign territories will maintain their own A&R operations Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Record Company Structure Business and Legal Affairs
Industry revolves around contracts and copyrights Legal department negotiates and drafts agreements minimizes litigation Larger companies may break these into two smaller departments Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Record Company Structure Accounting
Handles a host of financial functions recording budgets inventory manufacturing royalties (may be handled by separate department in larger company) Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Record Company Structure Merchandise
Historically supported concert tours Now handles artist-related merchandise 360 deals give labels a direct stake in merchandise revenue Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Record Company Structure Publishing Affiliates
Labels generally own two publishing companies ASCAP affiliate BMI affiliate Seek publishing rights from artists Publishing company must show profit from own operations may sign artists not on record company’s roster Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Trade Associations Recording Industry Association of America
Represents both major and minor labels Certifies best-selling records Lobbies government for label-friendly regulations Represents industry to consumers Collects industry statistics Battles online piracy and CD counterfeiting Most prominent force in the big music labels’ drive to curb piracy Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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Trade Associations National Academy of Recording Arts & Sciences
Hosts Grammy Awards Regular membership persons professionally active in industry Associate membership indirectly involved in record production Sponsors charitable endeavors Offers grants and assistance programs Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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For Further Thought . . . What advantages do major labels have over independent labels? How do you distinguish the difference between independent labels and specialty labels? Why or why not will Do-It-Yourself recording and distribution make labels irrelevant in the future? Music Business Handbook and Career Guide, 10th Ed. © 2013 Sherwood Publishing Partners
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