3 Strands of Marketing

1. By Stefan Mekki

2. What is a Record Label?
A major record label is a association from within
the music industry. The music industry
consists of 3 major institution:
- Warner Music Group
- Sony Music Entertainment
- Universal Music Group
These three record labels are known as ‘’THE
BIG THREE’’. The music industry can be seen
as a oligopoly. This is where a small number of
institutions dominate within a certain industry.

3. Advertising
Advertising has a key role within the music industry. It
consists of a record label directly selling an artists
song or album. However advertising will be paid
for by the artists record label/institution itself.
Drakes latest album (if you’re reading this it’s too late) was
released early 2015. His record label OVO Sound
(a subsidiary to Warner) paid for the advertisement of
the album, which included posters and the album
cover being published onto the Warner music
website.

4. Publicity
Publicity can be seen in various ways.
Some say bad publicity is good
publicity, while other tend to go for
the positive publicity by doing
something good. Publicity is done
by the artist and is not funded by
the record label.
Recently drake has made a new
mixtape in which he remixed
another artists song. However,
shots have been fired as some say
its below the standard in which
drake usually delivers his music,
however die hard fans are just
happy he’s released a ‘new track’.

5. Promotion
Artist are hit with promotion and
endorsement deals all the
time. A promotion is when an
artist will come into partner
with companies owned by
the record label (synergy), or
other organisations
(horizontal integration).
Previously Drake had a deal
with Sprite in which he
gained publicity from, but
also promoted the drink itself.