Frasso - Pride Final Fixed Edits

Sarah Frasso
Mr. Rhodes
Advanced Placement Language and Composition
22 February 2018
A Future Career in Music Marketing
In the beginning of a woman’s new job, her boss give her only small and mundane office
tasks. At first, she thought that she would have to pay her dues and work there long enough
before her boss would assign more challenging projects. Then, the boss assigned a new employee
in his first few months to promote a local music festival. Infuriated, she finally went and
demands an actual job, something to actually do with music marketing. She asserted that her
skills equal to her male co-workers. Her boss sat back, thought for a moment, chuckled, and
agreed with her; he then assigned her to advertise a new band’s upcoming tour. Walking back to
her desk, she could hear her male coworkers snicker and make comments about her that only fuel
her determination. As soon as she arrives at her desk, she jumps to work, starting with contacting
the bands and telling them to constantly and consistently post about the tour on all their social
media accounts. Then she contacted a local radio station to schedule a promotional interview.
For good measure, she even advertised the band on a billboard. Eventually, the band sold out
almost all their shows, and when the successful reports came back, her marketing strategies won
praise. She gained the respect of her employees and employer and received a huge raise. A
successful career in music marketing requires an enormous amount of knowledge about
technology, the sociology behind how people work, and the psychology behind how to persuade
people.
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A successful marketer often follows five common operations for advertising (Kubacki
and Croft 580-581). These five common operations can potentially make an advertiser's career,
help her succeed, and even generate significant income. To start, a promoter should learn
everything she can about the subject in order to easily explain it. A marketer should have the
ability to convince her audience to buy or indulge in the product. For example, she can create an
advertisement to generate more interest in an upcoming show by offering the 100th person who
buys a ticket via a special online link to a the chance to meet the artist. Many consider having the
ability to coax someone into preferring one product over another as the most important attributes
a promoter can have. Knowing how to talk to people and understanding how a group of people
works helps because the music industry requires an understanding of sociology and how people
think and act. As well as progressing her own career, a person can help the company she works
at. In accordance to adhering to these five marketing strategies includes aiding others within the
company and the company itself. Such work potentially leads to important career milestones
such as raises or promotions because if the company gains more profit from employees working
together, everyone benefits (Kubacki and Croft 580-581).
A musician’s main goal in music has always stayed the same, promoting and making
money. Music marketing helps with making revenue off an artist’s work in very simple ways.
Just like regular marketing, the promoter wants to advertise a product or upcoming event to
encourage as many customers and participants as possible (Lee 169). A marketing agent in the
industry has many tasks, such as managing a band or singular artist, advertising for a record
label, designing promotional events and campaigns, negotiating marketing contracts, and more
(“What They Do”). Many people working in the industry can create moral and ethical issues and
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cause scandals. For instance, many people illegally download music from streaming websites
(Easley 163). From illegal downloads come copyright violations, including illegally sharing
music or a musician copying another’s song (166). A new and eager music marketer may think
she will never break any moral codes while working but many in the industry can sway her into
thinking another way and even persuade her to break those codes.
In the music industry, if one chooses to manage an artist, she will have to accompany the
artist on tour, travel and rarely come home. She may even need to travel ahead to scope out
performance locations or to meet the artist (Rader). With continual traveling it may seem
improbable for a marketing manager to own or rent a home, but she can actually afford to live in
a home while traveling. Most likely she can afford it if the company she works for pays for travel
and if she maintains her finances. If a music marketer chooses to promote music events, such as
music festivals, she may only need to travel to the selected location, which could possibly range
from her local area, to across the country. Traveling actually helps a promoter because it allows
her to not only experience new locations, but gives her an opportunity to contact new clients
(Rader).
With constant advancements in technology, using large social media platforms
establishes a way for a musical artist to expand her fanbase. By using websites such as Facebook,
Instagram, and Twitter, an artist can interact with her fans. On the other side, fans also love to
see what their favorite artist eats for lunch, or what she does on days off, and using social media
to interact creates a commonality between the artist and fans, strengthening the bond. An artist
can start a livestream to answer questions, solicit input, or even release new music to build
excitement for an upcoming album or concert (Indaba). When advertising music online the
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business person must know that most marketing consists of presenting attractive products to
interested buyers (Adams 50). Creating an online store for an artist’s merchandise also helps
produce greater revenue and gives the customers a certified place to buy authentic merchandise.
Using Amazon or iTunes establishes the artist’s credibility and institutes an easier way for the
artist to generate income because of already established and popular websites promoting new or
trending artists. Another way to market includes using a website such as Cafepress to create
clothing or other accessories, allowing fans to wear their favorite musician’s merchandise
(Chertkow and Feehan 64). On an independent musician’s website the advertiser cannot just
promote social media and merchandise links, she should also list professional contact
information, any endorsements, equipment she uses, a biography of the artist, any upcoming live
shows, a place to buy her music, and information on the albums (Adams 50). This information
allows fans to learn more about the artist’s products and recording strategies, and lets serious
companies know they have found a talented, professional musician.
Advertisements which include music help companies gain more income and popularity.
The marketer should know her target group to easily create an advertisement that will not only
catch the attention of potential consumers but will also generate profit for the company
(Harmeling et al. 18). By using a new band in an advertisement a company hopes to earn
additional profit by appealing to a younger, additional, generation. Also, when using a newer,
up-and-coming band, a company has the ability to purchase the rights to their music more
affordably than if they purchase a more-established band’s song to use.
When advertising, the promoters want people to remember it, and having music,
especially a repetitive song, helps people to remember that product. Repetitive music can help
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people remember certain things, such as advertisements and educational facts (Blum 125). Many
commercials emerge with catchy, memorable tunes in order to encourage sales. Using music in a
commercial will not only help people remember the song, but will help people remember the
company too. Incorporating music into commercials also helps give new bands the chance to
promote themselves (Kubacki and Croft 581). Many large companies understand how consumers
feel a connection to music, so they use music in almost all advertisements. Along with using
music comes knowing which genre will produce the most money. For example, when trying to
advertise a country singer’s tour, one may promote the tour on a country radio station. By target
marketing, the artist will obviously sell more tickets than if a hip-hop station promoted her
(Kubacki and Croft 582).
Using music to help market to certain age groups aids in creating a greater profit because
music helps people remember commercials with catchy tunes (Blum 125). For example, many
young children’s television shows teach them with music. The TV show Sesame Street, airing
since the late 1960s, has helped many children better prepare for school (Walsh and Sparks 14).
By learning with music, children have an easier time remembering certain things, such as letters
and numbers (Blum 125). If a marketer wishes to improve her sales for a children’s band going
on tour, she should advertise the tour through children’s television stations. Another way people
use music for learning includes teenagers and young adults listening to music while studying,
claiming music helps to improve their concentration (Papinczak et al. 1123). Marketers utilize
that knowledge by advertising through streaming services such as Spotify and Pandora. When
consumers have easy access to an artist’s music, such as with digital downloads, they will most
likely buy it on demand.

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Digital downloads evolved the music industry further. No longer do record companies
need to focus on signing new artists, producing, recording, and, promoting their singles and
albums to reach listeners; practices that require a substantial amount of time and money
(Verdone 98). In the early 2000s, digital downloads became increasingly popular and people
created many new websites, some illegal, for people to download MP3 song files (98). At that
time, compact discs (CDs) became very popular, but many major musicians, such as Chuck D.
from the rap group Public Enemy, knew digital downloads would soon surpass CDs because
downloads would become faster and more economical to consumers. Chuck D. created a
website, called Rapstation, where autonomous hip-hop artists could spread their music.
Consumers considered digital downloads as a quicker, easier, and a more affordable way to listen
to music. In today’s music industry, people listen to music in many different ways such as CDs,
vinyl records, and cassette tapes, but digital downloads surpass those in popularity (98).
From digital downloads evolved music streaming from websites. Many websites, such as
Soundcloud, Spotify, and YouTube allow users to stream music or share his own (Morris and
Powers 110). These streaming services introduced new ways for a small town, aspiring musician
to evolve into a world renowned superstar (Morris and Powers 119). One of Spotify’s most
popular playlists, RapCaviar, has more than eight million followers and allows people to stream
music from both popular and new rappers (“How a Hit Happens” 78). This playlist has curated
many top hits by promoting new music from both well-known or unknown artists. By promoting
unknown rap artists, the playlist allows new artists to gain popularity, eventually leading to
earning more revenue. Soundcloud provides the same opportunities for musicians of all genres
that the RapCaviar playlist does for rap and hip-hop artists (“How a Hit Happens” 78).
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Along with listening to music, many people like to watch music videos. Many services
such as the website YouTube and the television channel Music Television (MTV) provide these
videos and have done so for many years. When MTV first started, in 1981, it showed music
videos from the most popular artists. Many saw it as a huge step into the future of not only
technology, but also for music itself (Talbird 147). MTV gained popularity and power so quickly
that the company created the MTV Music Video Award, which established an award show
similar to the Grammys (“MTV”). YouTube has similar attributes to MTV, such as the YouTube
channel “Vevo” that shows music videos online for free. Because of the free viewing platform,
YouTube has gained immense popularity. YouTube not only provides access to the top trending
music videos but also a plethora of different types of videos, ranging from music to people’s
daily lives (“Youtube”).
For many artists, money often drives decision making and many in the industry seem to
only care about how much they make. In 2014, Taylor Swift took all her music off the streaming
website Spotify because she thought it cost her money (Dickey 44). Although many Spotify
users pay for the service, Swift still chose to remove her music and keep it on websites where
users would pay to listen. Although Swift makes record-breaking music, and remains the only
artist to do so since 1991 to have three albums sell over a million copies in their first week, she
claims that she worries about the financial stability of the music industry (44). Even Neil Young
decided pulled his music from streaming websites because he felt they diminished his music. He
claims that he removed his music because of the horrible audio quality on streaming websites
(Weiss).
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College education marks the beginning of a person’s career in the music industry.
Education leads the way into knowing about one’s job and how to properly handle that job.
Earning a college degree helps an aspiring employee have the opportunity to receive a higher pay
than if she did not attend college. If a person wishes to work on the business side, she should
earn an undergraduate degree in Business, Music Business, or Marketing (Olson and Duffy).
Studying or even minoring in other areas such as Sociology, helps an aspiring music marketer
know how people work and how to implement her abilities to the fullest (“Sociology”). A person
who successfully graduates with one of these degrees can utilize it at a record label, a radio
station, or by promoting music festivals. Many East Coast schools have proper fields of study,
some of the most noted schools include Belmont University in Nashville, Tennessee; Berklee
College of Music in Boston, Massachusetts; New York University in New York City, New York;
and the University of Miami in Miami, Florida (Olson and Duffy). The location of the top
schools also suggests some of the best employment opportunities in the field correspond to these
large cities; cities such as New York City, Nashville, and Boston (“State and Area”).
If a person wishes to study entertainment litigation, she can still major in any of the
previously mentioned majors as an undergraduate, and then attend law school. Entertainment
litigation has proven useful to many record labels and musicians by protecting copyright laws
and other disputes. As an entertainment litigator, a person will provide her services to musicians
and other corporate workers at record labels and radio stations. Almost any law school provides a
degree in entertainment litigation, but if a person wishes to experience the best education, she
should choose some of the top law schools in the country. Those top law schools include
Benjamin N. Cardozo School of Law in New York City, New York; Brooklyn Law School in
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Brooklyn, New York; Loyola Law School in Los Angeles, California; and Harvard Law School
in Cambridge, Massachusetts (Olson). Some of the best areas for having a successful career in
the music industry, specifically entertainment litigation, correlate to the schools, meaning urban
areas such as New York City, Los Angeles, and Nashville (“State and Area”).
In today’s world, education and technology go hand in hand for learning. Many schools,
high school or above, allow students to take classes online. While many colleges and universities
have high tuition rates, Massively Open Online Courses (MOOCs) help lower those costs for
many middle class students (Gore 6). MOOCs allow colleges to enroll more students than the
campuses can hold. For example, Boston’s Berklee College of Music can only enroll 4,000
students per year, but in 2013 over 24,000 students enrolled because of the use of MOOCs
(Pham). MOOCs allow students to study and earn degrees on their own time. These online
courses allow someone who does not have enough money to attend a traditional college, to earn
a degree and boost her chances of landing a job because the course itself costs nothing, but to
receive full credit the enrolled student must take and pay for the exam (Pham). They also allow
students to learn in comfortable environments and give them the ability to rewind the videos and
go over problem areas from a lesson (Gore 6). Using a peer-grading system, which thousands of
students participate in, eliminates the majority of machine grading. Currently, the program
Coursera has the largest peer-grading system, which thousands of students grading other students
work (6).
Entertainment litigation and the music business closely relate in many ways, such as
copyright and fair use laws. If a marketer working in music wishes to use a song in a
commercial, she will have to either receive permission from the owner, or must prove fair use. In
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the case of proving fair use, a person must prove she used the content for certain uses, for
example critiques of music or even research on a song(“Copyright & Fair Use” 215). If the
advertiser did not receive permission, or cannot prove she gave any credits to the owner, that
prove fair use, an entertainment litigator comes into play. Litigators negotiate disputes over
copyright and fair use laws and help protect many companies from losing money. For example,
if their music gets stolen (Olson). With people becoming more interested in digital downloads,
many illegally download or leak music. For instance, in the year 2000, Metallica filed a lawsuit
because Napster, Inc. allowed the illegal release of the band’s song. Napster allowed anyone
with a computer and an Internet connection to download music, and 20 years ago, many people
did not know about digital leaks and did not realize someone had leaked Metallica’s new song on
the website, leading to playing it on radio stations (Anderson). Digital downloads have turned
into one of the most popular ways people listen to music. Although to legally own a digital
download, a person must pay for it though a significantly less amount than if she had bought a
CD or another physical form of an album.
Just like adapting to the physically changing world, people in the music industry have to
learn to adapt to the constant changes within it. Some of these changes happened because of
evolving times and the creation of new music genres, but many occurred because of
technological advancements, such as new listening formats and the addition and evolution of
social media. If a musician took a break from music for many years and returned, he would have
to start from the bottom and relearn everything he once knew (Mersereau 38). A new artist or a
returning one can use social media to analyze popular trends and see what groups follow those
trends (Chanthinok et al. 42). Technological improvements brought new ways for the world to
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communicate. With over 800 million active users on Facebook and YouTube, over 140 million
active user on Twitter, and over 150 million users on LinkedIn worldwide, having the ability to
utilize social media gives a marketer the power to promote new musicians, or their products, all
the way from New York City to Beijing, China (37). When using social media to promote, one
has to know how certain groups work and how to appeal to those groups; studying sociology or
even having some knowledge about it, helps when advertising to online groups (“Sociology”).
In addition to understanding sociology, marketing managers look at trends online and use
them to their advantage (Chanthinok et al. 37). To keep up with the constant changes, one can
look at data reports to see that since 2015, the number of employment in the industry increased
from around 8,000 employees to a prediction of more than 9,000 in 2019 ("Music Publishing
Industry” 7). Along with an increase in employment, one sales have also increased almost five
percent from 2017 to 2018, and will continue to increase to more than six percent from 2018 to
2019 (7). When looking at these reports from a geographical point of view, the main locations to
work include California and Tennessee, which have some of the largest numbers of employed
workers (15-16). By looking at these trends, an aspiring marketer can see the industry will not
shrink anytime soon and can feel at ease when searching for a job. This helps because if a person
wanted to go into music marketing, she can use these reports to know that over the next two
years the industry will continue to grow, though only in certain areas. Although with a limited
job availability to certain geographical locations, it looks as though no upcoming declines will
occur in the field.
In the music industry very few women work or have any representation at all, unless she
works in a small label or company. Many successful female producers who received nominations
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for a Non-Classical Producer of the Year Grammy never actually won the award (Newman).
Only three women have won the Classical Producer of the Year award since 1975. Within the
industry, recording artists rarely ask for female producers. Even female musicians who follow a
feminist message scarcely ask for a female producer (Newman). Still, when women have high
positions in big companies they turn into role models for young girls, and if a teenage girl wants
to achieve a certain career when she grows up, she may want to know what influential women
work, or have worked, in that field. In a perfect world everyone should receive equal treatment,
but in today’s society, that dream has a long time until anyone can achieve it. For now, people
can achieve equality in small ways, such as giving women the credit they deserve with Grammy
nominations. For example, the musician SZA, one of the most nominated women at the 2018
Grammys, did not win a single award (Elizabeth 17). Although in the United States women in
the music industry have very little representation, one of the United Kingdom’s largest
independent music distributor, Proper, has cultivated a great amount of diversity in their
company (Garner 19). The company not only has women in high positions, but also employees
from all around the world (19). Having bilingual or even trilingual employees helps the company
create clientele from all over the world and increases profits. When companies or well-known
people in the music industry realize having diverse staff can aid in increasing profits, maybe
women and people of color will have greater job opportunities.
A career in music marketing consists of a large dynamic spectrum that constantly
changes. An aspiring marketer needs to want to keep up with new trends, and have a strong drive
to work amongst other people.

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Frasso 15
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Frasso 16
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Sarah Frasso

Advanced Placement Language and Composition

A Future Career in Music Marketing

successful career in music marketing requires an enormous amount of knowledge about

together, everyone benefits (Kubacki and Croft 580-581).

With constant advancements in technology, using large social media platforms

companies know they have found a talented, professional musician.

affordably than if they purchase a more-established band’s song to use.

(Kubacki and Croft 582).

likely buy it on demand.

daily lives (“Youtube”).

CD or another physical form of an album.

occur in the field.

women and people of color will have greater job opportunities.

A career in music marketing consists of a large dynamic spectrum that constantly

to work amongst other people.

Weekly.Com,​ 21 Apr. 2015. EBSCO​host,​

Blum, Lawrence D. "Music, Memory, and Relatedness." ​International Journal of Applied

Conceptual Framework." ​Allied Academies International Conference: Proceedings of the

Apr. 2015, p. 62. EBSCO​host,​

News,​ vol. 109, no. 1, 04 Jan. 2018, p. 17. EBSCO​host,​

vol. 20, no. 1, Jan-Apr2014, pp. 4-28. EBSCO​host,​

of Marketing,​ vol. 81, no. 4, July 2017, pp. 1-24. EBSCO​host,​

vol. 50, no. 19, 18 Sept. 2017, pp. 77-82. EBSCO​host​,

Brands and Record Labels." ​Business Wire (English)​, 5. EBSCO​host​,

2017." ​Canadian Musician​, vol. 39, no. 4, Jul/Aug2017, p. 38. EBSCO​host,​

Jan. 2018, pp. 1-196. EBSCO​host​,

2018, pp. 17-18. EBSCO​host​,

22 July 2017, p. 51. EBSCO​host,​

128, no. 25, 08 Oct. 2016, p. 53. EBSCO​host,​

Studies,​ vol. 18, no. 9, Nov. 2015, pp. 1119-1134. EBSCO​host,​

Rader, David. “Pride Project Interview.” email interview 12 Feb. 2018

Summer 2014, pp. 147-149. EBSCO​host,​

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