BW: How Does the Music Industry Promote Artists/Tracks?

Record companies such as Universal Music Group and Sony Music Entertainment use a variety of media platforms including the more traditional forms such as television and radio in order to promote artists and tracks. Artists and bands that have a new album coming out frequently appear on radio and television chat shows to talk about the release date of their album and other stuff to promote it. Record companies also throw money at radio stations, music channels, and magazines to get press coverage. 'We Media' and Web 2.0 has become increasingly important and profitable for record companies to advertise on. Sony Music Entertainment and Universal Music Group, along with Abu Dhabi Media have a joint venture music video website known as 'Vevo' which also has a very popular channel on YouTube. The website has been made specifically for music videos which are effective tools for promoting singles and albums. Music companies also pay a lot of attention to TV talent shows such as 'X Factor' or 'Britain's Got Talent'. It is very easy for them to promote anyone with outstanding talent from these shows since public attention is already greatly placed upon the performer. 

Digital distribution has become the no.1 method for promoting music singles as it is easier, cheaper and can be directed more effectively at the target audience. Nowadays Apple Inc.'s iTunes Store is the largest music retailer in the world, and they feature many advertisements for new songs and albums. The marketing and promotional push around singles can be crucial to an artist's success. Digital single sales have, to date, outstripped digital album sales, while activity on streaming and subscription services is centered on well publicised commercial hits. Videos are an essential tool for reaching music fans through services such as YouTube and social networking sites as well as specialist TV channels. In the digital age, marketing has profoundly changed and music companies have changed with it. Labels take a far more innovative approach in the fierce battle for artists' visibility among often fickle music fans. For example, some music companies use digital technology to create a relationship between the artist and fans by showing fans what is happening backstage or in-studio.

David Guetta, the French DJ and artist, singed to EMI said; "What I know is how to make music, but that is not enough. To reach the public, music needs to be known; it needs to be available to buy and it needs to be talked about." Although social media has made it easier for artists to get their music online and out into the world, there has never been more competition. Per Sundin of Universal Sweden adds: "Many think they can manage without marketing, but nothing could be more wrong. With the vast selection of music you have today, you must have a strategy to succeed, you must invest time and money and you must be daring." Music companies allow for free sampling of songs and this practice is now widespread. 

Record companies may organise a live tour for artists in order to promote their albums. If the artist is not big enough in either the domestic or global marketplace, then they may appear as a support act. However although live music has boomed, it is much more to the benefit of legacy than new talent. Billboard's list of the 'Top 25 tours of 2009' was headed by U2 who were followed by Madonna, Bruce Springsteen, AC/DC, and Pink.