The 4 P's of Music Industry Marketing

1. Summarise in your own words what the 4Ps of music marketing are. Use the following categories:

a) What band/artist related products can audiences buy?
Audiences can buy CDs (singles and albums), DVD’s (Live or documentary), posters, biographies on the artist, digital media such as music videos, podcasts etc., band merchandise (t-shirts, bags, jumpers etc.), as well as more specific products such as the headphones that Lady Gaga is promoting where she is working with the company Heartbeats.

b) Where can audiences buy/listen to music/merchandise/hardware?
They can buy CDs from music shops such as HMV, general stores like W.H. Smiths, as well as online from sites such as Play.com. Audiences can also listen to music on the internet, such as through steaming on sites such as YouTube, as well as buy it online eg. from iTunes. Because of the portability of things nowadays, people can listen to music anywhere, such as on their phones, iPods etc. Merchandise can be bought online, usually from the artist/bands site or sites like Amazon, as well as from their live shows.

c) Give 2 or 3 examples of paid-for/subscription based and free products.
You can pay for products such as band merchandise eg. clothing, usually on their own website.
Free music downloads which you can usually get off the artist/band’s website.

d) List between 5 and 10 examples of creative music marketing strategies

• Fashion Takes Control - Topman offers bespoke access for music fans: UK high street retailer Topman handed over control of a music campaign to a selection of emerging artists. The CTRL platform – inspired by the recognition that fans want greater access to bands – enabled one act per month to put on a live event featuring a selection of their favourite artists, whilst also taking hold of the creative reigns of the Topman CTRL blog. This shows synergy between fashion and music industries.

• Pixie Lott performed a couple of free gigs to promote the release of her new album, Turn It Up, and the fans had to print the tickets off.

• If the shoe fits: The Dolly Rockers have entered into a partnership with KangaROOS footwear in order to promote their latest single ‘Gold Digger’. The ‘How do you rock your Roos?’ competition asks visitors to a Bebo (social networking site) page to record their own dance routine to the new Dolly Rockers single. The winner will get to spend a day with the Dolly Rockers and their choreographer, get a behind-the-scenes experience during the filming of the Dolly Rockers’ third music video, get themselves a Dolly Rockers makeover and receive a whole bunch of KangaROOS and Dolly Rockers goodies.

• Get your Little Boots on: Nokia turns a part of London into a roller disco - Nokia Skate Almighty. The event offers up a free hour of skating accompanied by DJ’s and live performances from Little Boots and Calvin Harris. Nokia is to offer an exclusive remix of the Little Boots track Remedy (A1 Bassline remix) via the Nokia Music Store and Comes With Music for four weeks.

• Tight Fit – Band in a Banner: This campaign promotes upcoming Universal act VV Brown, is simple but strikingly effective. VV Brown climbs into her own web banner ad, crouches down and proceeds to sing acoustic versions of the songs ‘LEAVE!’ and ‘Crying Blood’ from within the banner alongside her band.

• The Great Escape – You can buy without fear: Lily Allen’s single The Fear is being promoted via a viral music game. The game, entitled Escape the Fear, features Lily as the main character, where players must help Lily navigate 10 levels whilst avoiding obstacles. The site includes the video for the single and plenty of embed options for the user’s favourite social portals. It also has the option to email the viral game to friends. Plus there is a competition attached to the game to win tickets to Lily’s sold out date at Koko on 28th January.

• Reward Ceremony - Mika offers brand loyalty: Island Records Group and Casablanca Records are teaming up on a unique reward based online venture in support of Mika’s upcoming album. Mika is launching a loyalty scheme via his website which will enable fans to earn points that can then be traded for rewards. Points are awarded for creating a profile, uploading content, adding comments and buying products. Points can be used to acquire free music, video downloads, screen-savers and even a private acoustic gig from the artist.

2. Who is Frukt UK and what is their mission statement/company ethos?
Frukt UK is a specialist music marketing agency that creates and develops ideas that use music as a means of marketing.
“We’re all about music and are really very fond of it. Music colours people’s everyday lives…We help brands access the passion and the communities, the lifestyle and the artists.”