Unleash your music's potential by taking charge of your career! In Music Marketing for the DIY Musician, industry veteran Bobby Borg provides a step-by-step guide to producing a fully customized, low-budget plan of attack for marketing one’s music, helping to propel independent artists and other players toward success in the new music industry.
This third edition provides major updates: Cutting-edge social media strategies: Dominate TikTok, master Instagram, and conquer YouTube with the latest tactics to amplify your online presence.
Streaming secrets unveiled: Unlock the gateway to playlists and skyrocket your monthly listenership with fresh insights into the streaming world.
Updated roadmaps for record releases: Navigate your way to a triumphant album launch with foolproof strategies and revamped timelines.
New data analytics: Learn strategies to make educated decisions about the latest music marketing.
Future forecasts: Embrace music innovation by leveraging artificial intelligence, exploring NFTs, diving into the metaverse, and more.
Written in an easy-to-read style, this is a comprehensive resource with many templates covering the complete marketing process and time-tested strategies used by the most successful companies. Also included are interviews with top professionals and updated stories and case studies. This indispensable book for students and professionals alike will help you perfect a complete marketing plan to achieve your ultimate career vision.
By:
Bobby Borg (University of Southern California)
Imprint: Rowman & Littlefield Publishers
Country of Publication: United States
Edition: 3rd edition
Dimensions:
Height: 261mm,
Width: 184mm,
Spine: 36mm
Weight: 1.216kg
ISBN: 9781538182499
ISBN 10: 1538182491
Series: Music Pro Guides
Pages: 596
Publication Date: 01 June 2024
Audience:
Professional and scholarly
,
Undergraduate
Format: Hardback
Publisher's Status: Active
Contents Foreword by Tony van Veen. CEO of DIY Media Group Welcome New and Old Readers! Here's What's New Preface Acknowledgments 1.An Overview of the Complete DIY Marketing Process: Creating and Executing a Plan of Attack in a Nutshell 1. Describe Your Company’s Vision and Set Your Career on Course 2. Identify Opportunities or “Needs” by Conducting a SWOT Analysis 3. Analyze Your Most Likely Customers and Target Your Market 4. Learn from Your Competitors by Conducting a Competitor Analysis 5. Demo Your Products and Services and Get Invaluable Feedback 6. Set Your Marketing Plan Goals by Using the SMART Model 7. Find the Right Blend of “Marketing Mix” Strategies to Achieve Your Goals 8. Assemble a Marketing Plan of Attack™ and Present Your Ideas Effectively 9. Execute Your Marketing Plan Effectively and Get Results 10. Keep Learning About Marketing and Strengthen Your Marketing Muscles 11. Getting Your Mindset Right Before Diving into the Text 2.Describe Your Company’s Vision: Identifying Your Musical Purpose and Setting Your Career on Course 1. Identify the Type of Company You Envision Becoming 2. Indicate What Products and Services You’ll Provide 3. Determine Your Genre or Style 4. Decide What Level of Success You Wish to Achieve 5. Consider What Kind of Industry You’re In 6. Know What Identity You Want to Project into the Marketplace 7. Write Your Vision Statement Paragraph Marketing Plan Template Marketing Plan Example 3.Identify Profitable Opportunities or “Needs”: Conducting a SWOT Analysis 1. Scan the Marketplace for Potential Opportunities 2. Match Opportunities with Strengths 3. Uncover Your Weaknesses 4. Spot Potential Threats 5. Write a SWOT (or OSWT) Conclusion 6. Q&A with Business Consultant Ira Kalb Marketing Plan Template Marketing Plan Example 4.Analyze Your Customers: Identifying, Segmenting, and Targeting Your Market 1. Identify, Segment, and Target Your Audience 2. Consider Your Data and Write a Customer Conclusion 3. Q&A with Marketing and Business Coach Nance Rosen Marketing Plan Template Marketing Plan Example 5.Learn from Your Competitors: Conducting a Competitor Analysis 1. Identify Your Competitors 2. Analyze Your Competitors’ Strategies 3. Interpret Your Competitor Data and Write a Conclusion Marketing Plan Template Marketing Plan Example 6.Demo Your Products and Services: Getting Feedback Before Committing Your Valuable Resources 1. Develop and Demo Your Products and Services 2. Test Your Products and Services Out on Your Most Likely Fans 3. Interpret the Data 4. Write Your R&D Conclusion Paragraph 5. Q&A with Research Consultant Bianca Philippi Marketing Plan Template Marketing Plan Example 7.Set Your Marketing Plan Goals: Using the SMART Model 1. Make Your Goals Specific 2. Make Your Goals Measurable (or Countable) 3. Determine Whether Your Goals Are Attainable 4. Consider a Road Map for Achieving Your Goals 5. Set Your Goals in the Context of Time 6. Complete Your SMART Goals Paragraph Marketing Plan Template Marketing Plan Example 8.Develop Your Company’s Brand Strategy: Creating the Right Identity for Your Company and Its People 1. Review Your Research and Goals and Examine How They Relate to Branding 2. Choose a Company Brand Name 3. Design a Company Brand Logo That Pops 4. Create a Company Brand Slogan or Tagline 5. Create a Company Spokescreature or Mascot 6. Consider Your Company’s Brand Personality 7. Think About “Other” Branding Tools 8. Realize Your Position: Know Your Point of Differentiation and Plan to Exploit It Marketing Plan Template Marketing Plan Example 9.Develop a Brand Strategy for Your Products/Services: Achieving the DesiredImage for Your Tours, Records, Merch, and More 1. Decide on Your Brand Structure 2. Envision the Best Names/Titles 3. Use a Product/Service Brand Slogan or Tagline 4. Conceptualize the Right Design/Look/Mood 5. Define Your Product’s Position and Exploit It 6. Q&A with Branding Consultant Robert Liljenwall Marketing Plan Template Marketing Plan Example 10.Finalize Your Products and Services for the Marketplace: Delivering on the Promise of Your Brand 1. Create a Product and Service Development Plan 2. Finalize a Customer Service Policy: The “Other” Part of Product 3. Analyze the Features and Benefits of Your Products and Services 4. Q&A with Studio Consultant Maurizio OTTO De Togni Marketing Plan Template Marketing Plan Example 11.Devise a Pricing Strategy: Reinforcing Your Brand Image and Generating Revenue and Awareness 1. Know How Your Research, Goals, and Other Strategies Are Connected to Price 2. Choose the Pricing Strategies That Are Right for You 3. Q&A with Business Manager Jeff Hinkle Marketing Plan Template Marketing Plan Example 12.Establish a Place Strategy, Part 1: Distributing Records and Booking Live-Performance Sets 1. Consider How Distribution, Research, and Other Strategies Are Related 2. Develop a Place Strategy for Selling Your Recorded Singles And Albums 3. Create a Live-Performance Place Strategy 4. Q&A with Festival Producer Kevin Lyman Marketing Plan Template Marketing Plan Example 13.Establish a Place Strategy, Part 2: Distributing Your Merch and Songs Effectively for Sale and/or License 1. Place Your Merch Effectively for Healthy Sales 2. Place Your Songs and Instrumentals in Film/TV/Games and More 3. Q&A with Music Placement Expert Michael Laskow Marketing Plan Template Marketing Plan Example 14.Formulate a Promotion Strategy, Part 1: Winning Over Fans via Publicity and Paid Advertising 1. Create a Publicity and Public Relations Plan and Stimulate Free Promotion 2. Develop a Paid Advertising Campaign 3. Q&A with Playlist Expert Mike Warner Marketing Plan Template Marketing Plan Example 15.Formulate a Promotion Strategy, Part 2: Using Online, Word-of-Mouth, and Guerrilla Marketing to Get Fans 1. Put Together an Online Marketing Plan 2. Use Word-of-Mouth Marketing (WOMM) 3. Utilize Guerrilla (or “Street Commando”) Tactics Marketing Plan Template Marketing Plan Example 16.Formulate a Promotion Strategy, Part 3: Winning Over Fans via Radio Play and Creative Sponsorships 1. Develop a Radio Promotion Campaign Because Radio Is Not Dead 2. Align with Local and National Sponsors Marketing Plan Template Marketing Plan Example 17.Formulate a Promotion Strategy, Part 4: Utilizing Direct Marketing, Personal Selling, and Sales Promotions to Get Fans 1. Develop a Direct Marketing Plan 2. Think About Face-to-Face Selling (a.k.a. Personal Selling) 3. Employ Sales Promotions (Short-Term Incentives) 4. Q&A with Indie Bible Publisher Dave Wimble Marketing Plan Template Marketing Plan Example 18.Prepare a Measuring Strategy: Tracking, Analyzing, and Adjusting Your Marketing Campaign 1. Know What to Measure 2. Consider Your Sources and Methods of Measuring 3. Convert, Analyze, and Take Action 4. Q&A with Digital Analyst Joe Poindexter Marketing Plan Template Marketing Plan Example 19.Assemble Your Marketing Plan of Attack™: Presenting Your Business and Marketing Ideas Effectively 1. Present a Front Cover 2. Provide an Executive Summary 3. Insert a Table of Contents (TOC) 4. Complete and Format All of the Templates 5. Build an Allocation of Costs Table 6. Incorporate a Timeline or Schedule 7. Add an Appendix Marketing Plan Template Marketing Plan Example 20.Execute Your Marketing Plan Effectively: Adopting the Right Policies That Get Your Company Results 1. Make Sure Your Plan Passes the Bullshit Test 2. Secure the Needed Funds Now 3. Remember Not to Wait Around for Others to Help You: Do-It-Yourself (DIY) or Die 4. Be Ready and Willing to Go the Distance with Persistence 5. Remember that Baby Steps Really Do Matter 6. Burn, but Don’t Burn Out: Nutrition, Sleep, Exercise, and More 7. Choose Employees and Band Members Wisely 8. Delegate the Workload Within Your Organization 9. Link Rewards to Performance Execution 10. Communicate the Sense of Urgency to Get Things Done Now, Before It’s Too Late! 11. Practice Good Time Management 12. Get Rid of Complacency, Negativity, and Flakiness, and Do It Quickly 13. Embrace Industry Types, Movers and Shakers, and Company Deals Carefully 14. Always Give Thanks to Those Who Help by Practicing the Attitude of Gratitude 15. Remember That Life Is Not Just a Box of Chocolates 21.Continue to Learn About Marketing: Strengthening Your Marketing Muscles with 21 Exercises 1. Study the Life Stories of Successful and Innovative Artists You Admire 2. Analyze the Careers of Artists Who Have Failed 3. Study the Histories of Companies Outside the Music Industry That You Respect 4. Examine and Learn from the Marketing That Is Around You Each and Every Day 5. Consider How Companies Handle Themselves in the Face of Adversity 6. Analyze Why Some Artists Can Stand the Test of Time and Others Fade Away 7. Study the Lives of Great Leaders Throughout History 8. Read the Greatest and Latest Business and Marketing Book 9. Follow a Variety of Marketing Experts on Their Social Networks 10. Subscribe to a Variety of Blogs for the Latest Business and Marketing Information 11. Become a Member of a Popular Marketing and Business Organization 12. Take a Continuing Education Class in Marketing 13. Take Advantage of “Open Course” Materials from Major Institutions 14. Be Careful of Online (YouTube) Courses and Click-Bate Promises 15. Get an Internship in a Marketing Company 16. Find a Mentor 17. Teach Others What You Know, and Thus Grow 18. Listen to Educational Radio Programs and Podcasts While You Drive 19. Read the Trades 20. Just Get Out There and Do It 21. Hire a Consultant 22. Q&A with Educator Rebecca Weintraub 22.THE FUTURE OF MUSIC MARKETING 2024 – 2030: Examining the Present, Pioneering the Future 1.Artificial Intelligence and the Future 2. Virtual Reality, Augmented Reality and the Metaverse 3. Blockchain and NFTS: Redefining Music Monetization 4. Connectivity Supercharged: Paving the Way for Music Tech 5. The Power of Voice: A Vocal Revolution 6. Personalization and Fandom: Empowering Musicians and Dedicated Supporters 7. Societal Trends: Music Reflecting a Changing World 8. Listening and Discovery: Navigating the Digital Soundscape 9. Q&A with Digital Future Expert Dr. Morten Bay Complete Marketing Plan Sample (Band) Complete Marketing Plan Sample (Solo Artist) Complete Marketing Plan Sample (Songwriter/Production Studio) Complete Marketing Plan Sample (Session Player) Chapter Question Sets: Quizzes and Tests Glossary of Terms Found in This Book Directory of This Book’s Resources and Beyond 25 Historic Moments in Music Marketing Index
Bobby Borg MCM, is a former major label, independent, and DIY recording/touring artist. He also served as the VP of Special Events for the American Marketing Association and Interim Chairman of Music Business at Musician’s Institute. He is an assistant professor of practice in music industry studies at University of Southern California’s Thornton School of Music. He is the founder of Bobby Borg Consulting and author of The Musician's Handbook, Music Marketing for The DIY Musician,Business Basics for Musicians, Introduction to Music Publishing for Musicians, and Personal Finance for Musicians. Visit bobbyborg.com.
Reviews for Music Marketing for the DIY Musician: Creating and Executing a Plan of Attack on a Low Budget
Bobby doesn't just talk about music marketing, he lives it daily. As a musician, professor, and global marketing coach, he deals with literally thousands of independent and DIY musicians just like you weekly. As a trusted industry veteran, he uniquely has the creative and also the business accolades necessary to help artists on any budget to turn their art into a more successful business. --Neil Gillis, CollectivRights Management, LLC Bobby Borg has given a treasure trove of tools and experience for the up-and-coming artist or music industry professional to jump-start their career. Borg's book is filled with amazing templates that anyone can use to advance their careers as well as information and explanations that are vital to understanding how to navigate one's career. I cannot recommend this book enough to anyone who is looking to understand and get into the music industry --Andrew Rudy, independent pop punk artist Bobby Borg leads the charge of today's modern rockpreneurs. He has lived and breathed the business from multiple perspectives--from recording/touring artist to artist coach/ advocate. There is no more credible source for marketing your music today than Bobby! Get this book! --Blasko, Ozzy Osbourne/Artist Management Partner at KMGMT Bobby Borg makes music marketing easy to understand and execute for people who don't know where to start or how to do it, and fear that marketing is beyond their reach. Buy this book! --Michael Laskow, founder, TAXI Independent A&R Bobby Borg's book is the arrow that every musician needs in their quiver. His experience as a professional musician and his study of the industry gives him a complete understanding of all sides of the music business and DIY marketing. While it's difficult to get a break in this business, Bobby's book almost guarantees that you'll make your own. --Jonah David, drummer for Matisyahu and The Live Debate Bobby Borg's books and expert counsel have been my go-to resources for crafting my music marketing plan for well over a decade. His straightforward approach and adaptable strategies work seamlessly with any music style. Whether you're a newcomer or a seasoned pro, get hold of his book and kickstart your journey! --Sabrina Petrini, lead singer, KingQueen Tired of all the YouTube clickbait courses with far-reaching promises? Get everything you need to succeed here! With foundational marketing concepts and step-by-step, easy-to-use templates, why wait to get signed when you can sign yourself first? Read this, build leverage and prosper! --Brian Perara, Owner/CEO, Cleopatra Records We wish it was all about making art, but marketing it becomes a necessity. In this day and age where thousands of songs flood the marketplace, this book defines a path through all the noise. --Kevin S Lyman, Founder, Vans Warped Tour With over 100,000 Spotify tracks and 34 million TikTok videos posted daily, the music industry today is like a high-stakes duel where every melody is a contender in the battle for listeners' hearts. Bobby's DIY marketing book helps you orchestrate your unique symphony and ensure your music stands out amidst the crescendo of competition. --John Pantle, talent agent, Agency for the Performing Arts (APA) Bobby doesn't just talk about music marketing, he lives it daily. As a musician, professor, and global marketing coach, he deals with literally thousands of independent and DIY musicians just like you weekly. As a trusted industry veteran, he uniquely has the creative and also the business accolades necessary to help artists on any budget to turn their art into a more successful business. Bobby Borg has given a treasure trove of tools and experience for the up-and-coming artist or music industry professional to jump-start their career. Borg's book is filled with amazing templates that anyone can use to advance their careers as well as information and explanations that are vital to understanding how to navigate one's career. I cannot recommend this book enough to anyone who is looking to understand and get into the music industry Bobby Borg leads the charge of today's modern rockpreneurs. He has lived and breathed the business from multiple perspectives--from recording/touring artist to artist coach/ advocate. There is no more credible source for marketing your music today than Bobby! Get this book! Bobby Borg makes music marketing easy to understand and execute for people who don't know where to start or how to do it, and fear that marketing is beyond their reach. Buy this book! Bobby Borg's book is the arrow that every musician needs in their quiver. His experience as a professional musician and his study of the industry gives him a complete understanding of all sides of the music business and DIY marketing. While it's difficult to get a break in this business, Bobby's book almost guarantees that you'll make your own. Bobby Borg's books and expert counsel have been my go-to resources for crafting my music marketing plan for well over a decade. His straightforward approach and adaptable strategies work seamlessly with any music style. Whether you're a newcomer or a seasoned pro, get hold of his book and kickstart your journey! Tired of all the YouTube clickbait courses with far-reaching promises? Get everything you need to succeed here! With foundational marketing concepts and step-by-step, easy-to-use templates, why wait to get signed when you can sign yourself first? Read this, build leverage and prosper! We wish it was all about making art, but marketing it becomes a necessity. In this day and age where thousands of songs flood the marketplace, this book defines a path through all the noise. With over 100,000 Spotify tracks and 34 million TikTok videos posted daily, the music industry today is like a high-stakes duel where every melody is a contender in the battle for listeners' hearts. Bobby's DIY marketing book helps you orchestrate your unique symphony and ensure your music stands out amidst the crescendo of competition.
