Traditional and Music Marketing

As for me, the traditional marketing and the music marketing are not so different from each other at a general level since it does not matter whether we intend to market a parfum or market music, we have similar tasks to do. For instance, we have to have a product, a target market, we have to work out a marketing plan, find the best ways to promote our product, to distibute it and so on.

Only when we compare the four fronts of the music marketing and the 4P’s of the traditional marketing, do we realise their differences and the fact that marketing music is a much more complex and complicated procedure than marketing any other product.

To begin with, we should mention the product itself what they are selling. Behind a CD there are usually years of hard work both from the side of the artists and from the side of the marketing professionals. A CD cannot be compared with any other product which people buy for everday use or for consuming, since with a CD people are purchasing a life feeling, a feeling of belonging to a special group of people or a piece of creativity – music can mean different things to different people.

We can also see many differences when it comes down to the distribution channels. The times when music could only be spread with the help of the radio are over, there are many new methods of distributing music, but it is still not the kind of product that could be found at every corner. By this I mean that distributing music is still a bit more difficult than distributing other products, but in our days the Internet is likely to change this situation.

In my view, the relationship with the customers is rather different when we talk about music marketing. Fans are not just buying some CDs, loyal fans will check out their favorite band’s homepage every day, vote for them when the band is nominated for an award, go to their concerts, buy their posters, T-shirts, newspapers which mention their favorite band. All in all, it is of high importance...