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Music Management, Marketing and PR
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Music Management, Marketing and PR



232 pages | SAGE Publications Ltd

This book is your guide to the study and practice of music management and the fast-moving music business of the 21st century.

Covering a range of careers, organisations, and practices, this expert introduction will help aspiring artists, managers, and executives to understand and succeed in this exciting sector.

Featuring exclusive interviews with industry experts and discussions of well-known artists, it covers key areas such as artist development, the live music sector, fan engagement, and copyright. Other topics include:

  • Managing contracts and assembling teams.
  • Using data audits of platforms to adapt campaigns. 
  • Shaping opinions about music, musicians, events.
  • How the music industry can be more diverse, inclusive, and equitable for the benefit of all.
  • Working with venues, promoters, booking agents, and tour managers.
  • Branding, sponsorship, and endorsement.
  • Funding, crowdsourcing and royalty collection.
  • Ongoing digital developments such as streaming income and algorithmic recommendation.

Balancing the creative and the commercial, it is essential reading for students of music management, music business, and music promotion – and anybody looking to build their career in the music industries.

Dr Chris Anderton, Johnny Hopkins, and James Hannam all teach on the BA Music Business at the Faculty of Business, Law and Digital Technologies at Solent University, Southampton, UK.

 
Introduction: Industry Overview and Theoretical Approaches
 
Getting Started: Building Teams and Understanding Management Functions
 
Artist Development Strategies
 
Creating a Buzz
 
Music Marketing
 
Public Relations and Promotion
 
Online Music: Media Platforms, Music Streaming and Music Recommendation
 
Concerts and Festivals
 
Branding and Sponsorship
 
Copyright, Funding and Revenue Streams
 
Beyond the Music: Well-Being and Equality
 
Conclusion

Chris Anderton

Dr Chris Anderton is Associate Professor in Cultural Economy at Solent University, Southampton, UK. His research interests focus on the music industries, music culture and music history. He is author or co-editor of several books including Understanding the Music Industries (2013), Music Festivals in the UK. Beyond the Carnivalesque (2019), and the forthcoming books Media Narratives in Popular Music and Researching Live Music: Gigs, Tours, Concerts and Festivals. He has also guest edited issues of the academic journals Rock Music Studies and Arts & the Market, and published in numerous other edited collections and... More About Author

James Hannam

James Hannam is a Senior Lecturer at Solent University, Southampton, UK, where he is also Course Leader for the Music Business degree. His research interests within music include funding, publishing, and education. James was previously a Senior Manager at PRS Foundation, an organisation that supports emerging artists and music companies. James also achieved success as a musician, providing official remixes for several Top 40 singles. His music has been broadcast on BBC Radio 1, Classic FM, BBC 1, and Channel 4. James has worked on partnership projects with the BBC Performing Arts Fund, British Council, Glastonbury Festival, MOBO and... More About Author

Johnny Hopkins

Johnny Hopkins is a Senior Lecturer in Music & Media Industries at Solent University and a PR director. The focus of his PhD (Cultural Studies at University of Sussex) is national identity, nationalism, and the uses of the Union Jack in pop music. He has published research on: Elvis Presley; William Eggleston; The Who, Swinging London and the rebranding of post-colonial Britain; Velvet Underground (with Martin James). Other research interests include: John and Alice Coltrane; music photography; representation of Native Americans in popular music; popular music and the fight for Native American civil rights. With over 30 years music... More About Author