|Course ID:||MBUS 3100. 3 hours. |
|Course Title:||Promotion and Publicity Techniques for Music Business|
|Examines unique/specific techniques for promoting albums,
artists and concerts. Will examine traditional methods like
paid advertising, radio airplay, local/national press. Also,
will examine non-traditional tools, like social networks,
online retailers, street teams, and viral video. Will
emphasize using new metrics to gauge effectiveness of these
|Oasis Title:||PROMO PUB TECH MBUS|
|Offered fall and spring semester every year. |
|Grading System:||A-F (Traditional)|
After completing this course, you will be able to:
A. Identify target audiences and demographics for albums,
artists or concerts.
B. Design and manage a promotional campaign using press, radio,
TV and social media to reach the target audience.
C. Create and distribute effective press releases and artist
D. Understand the special problems and resources required to
promote albums and artists to commercial radio, television and
E. Create and manage an online community dedicated to a
single artist or concert event.
F. Use metrics such as Pollstar™, Soundscan™, and NBS™ to
measure effectiveness of campaigns.
Course Topics Outline:
I. Overview of Music Promotion
A. Historical overview of music promotion, including publicity,
public relations, radio and television promotion,
marketing, advertising, street teams, internet, and social
B. Traditional techniques and players
1. The radio promoters
2. The publicists
3. The product manager
C. New media and non-traditional techniques and players
D. Campaign styles
1. Top Down
3. Regional and Hybrid Campaigns
4. “Oil spots”: A promotion campaign as counter insurgency
II. Identifying Target Audience
A. How the music defines the audience. Scenes, styles
and genre considerations.
B. How artists naturally “brand” themselves.
C. Target Demographics: differences and similarities to target
D. Where? Geographical considerations. “Virtual Geography”.
E. Tweaking the brand for the target audience.
III. The Written Word
A. Press releases, biographies and discographies.
B. Websites, mailing lists, tweets, Facebook pages, and other
social network considerations.
C. Branding and “the voice”.
IV. Publicity and Press
A. Local press and regional press primer.
B. National press techniques and considerations.
C. Why NPR and certain television shows are considered “press”.
D. The care and handling of music bloggers.
V. Radio Promotion
A. Commercial Radio
B. Non-Commercial Radio
C. Independent radio promoters or “indies”
2. Ethical and legal aspects
3. Current practices
D. MTV, Video specialty shows. Case study Grey’s Anatomy
A. The four P’s of classic marketing.
B. The four P’s in context of the music business
C. Does price matter?
D. Paid advertising and considerations.
1. Radio and TV
2. Online. Micro-targeting. Case study “spotlight”
3. Special considerations Facebook Ads, Google Ads and
4. Special considerations: promotions with physical
and online retailers
E. Branding revisited
VII. New Media
A. Building an online community
B. The importance of the website. “Own your fans”
C. Special Considerations Facebook
D. Special Considerations Twitter
E. YouTube, Vimeo, blogging, tumblr and others
F. “Street teams”
VIII. Why Record Stores still matter
A. Record stores
B. Other tastemaker gathering places
IX. Campaign Styles
A. Top down
C. Regional and Hybrid
D. “Oil Spots” why successful promotional campaigns are like
X. Financial Considerations and Metrics
B. Estimating effectiveness
C. Metrics traditional Soundscan™ Pollstar™ Billboard™
D. Metrics; non-traditional. NBS™ Big Champagne™