Marketing evolution for record companies

The production of music has improved in terms of beats, artistic originality, and creativity. But the effective use of interactive marketing tactics in promoting new albums could be another contributory factor to albums reaching platinum status within a short period of time.

Although it was a rude awakening, record companies realised that in order to invest in artists and build them as brands, marketing plays a crucial role. Record companies now go the extra mile to devise and employ effective experiential marketing tactics. They know very well that such initiatives will yield positive results.

For an example, organising an album launch is no longer about securing a hall downtown, organising speakers and going around the townships in a loudspeaker to invite people... Today's album launches are thematic, invites are creatively designed and personalised. A few days before the event, guests receive an SMS reminding them about the event. Everything about the launch - from décor, food, stage and seating arrangements is well thought through to create a certain image. Fashion designers and stylists are roped in to give artists a certain look that will appeal to a specific target audience. CD sleeves are given a refreshing look and feel to standout on the CD shelves.

Status vehicles such as VW Polo Playa are branded with details of the launch, picture of the artist and album title, this goes to show that marketing gets better and bigger all the time.

Posters and big billboards are placed on high traffic areas to grab the attention music lovers. Press releases, artist interviews and distribution of music videos to television stations are part of the marketing mix in ensuring that albums sell like hot cakes.

Previously, and that's if an album launch was considered, record companies would launch in Gauteng only. But now, music managers embark on countrywide roadshows to market the album in metropolis like Durban, Cape Town, Nelspruit, Port Elizabeth, and Bloemfontein etc.

In doing so, artists get more exposure, revenue is generated through tickets, songs are popularised and events are used as a marketing platform. Quality music videos distributed to channels like SABC, ETV and Channel O also assist in creating more hype and awareness.

Kevin Mdubeki from EMI concurs that radio is still the main platform for music marketing because it has a mass appeal and provides the opportunity for listeners respond. He acknowledges that there several marketing avenues but they should be used in a tactical manner.

His counterpart, Don Khaile from Sheer Sounds said: "Once the album has been recorded it becomes the product of the record company. It is entirely up to the record company to decide whether to vigorously market that product or to let it suffocate to death. We use various marketing platforms such as television and radio ads, posters, in-store promotions; artist visits to malls, live events, and album reviews etc. But most importantly, we encourage our artists to be visible enough through live music events and to give the audience an amazing musical experience during those events."

"We believe in interactive marketing. Our campaigns seek to grab people's attention and we achieve that by using various channels to promote our artists as brands. With every interaction we devise, the brand relationship with the consumer is strengthened," explained Busi Goba from BMG Africa.

While marketing campaigns for music have improved, it is really up to musicians to come up with the best melodies, which will prompt us as marketers to consider them for our future marketing campaigns.