THE MARKETING MIX USED TO PROMOTE OUR ARTISTS

by Dwight L. Quinn


Promoting and marketing of the artist is among one of the largest line item spending accounts in Quinn Records TM’s budget. In a extemely high competitive market it is important for artists to benefit from having promotional support if they are to have the opportunity to build and connect with a large audience.

 Today the marketing mix used to promote our artist to fans has changed dramatically over recent years. Social media channels now complement traditional gatekeepers such as radio and television. With an educated guess,we estimate that just five years ago 75 to 80 per cent of our marketing dollars spent was targeted at broadcast advertising, now this amount has fallen to less than 55 per cent of our marketing budget while the increase in online marketing will reach an expected equal balance between the two media mix of 50/50.

 Social marketing is constantly growing. When we released Kevin Wheeler’s KL&R2 album, I Got My Swag On in 2010 among the top ten things we needed to do in promoting it was to include – the YouTube video (Quinn President Choice), and a music-targeted Facebook campaign, an Online marketing strategy. Several of the channels did not exist when their previous album, Par-Tae! Get Your Groove On  had been released five years earlier. This was also true when we released their latest album If You Need Me! In July, we again had to add several more new platforms to the mix.” The growth of online media has meant that we have to spend increasing resources to supply the content that these channels need. Dwight Quinn says: “The content that we have to create in the digital erea is probably two-fold in comparsion to what it was five years ago; with the people it has almost become a way of  life.” Ronnie Ray promotion manager Quinn Records TM agrees. “You have to be in your best creative-mode when you do social marketing for your artist, it has to be real-real, it has to be home-grown. It has to come from the artist. It can’t be just what we as a company feeds out to the fans. What’s the message, who is it coming from, how does it get to the consumer? We're planning in the very near future the creation of an entirely new digital department, with upto 10 people.

 There is so much we can be doing with our artists, with their content and with their music.” New media channels offer the opportunity for us to communicate directly with our fans. “The internet has become the new television, with immediate feedback and real-time interaction.” No two promotional campaigns are the alike. Dwight says: “The real beauty of the music business is that there are no scripts. It’s about gut instinct and where ever the dice falls.

Why record companies are so relevant is that we can take more risks than any other industry.” In our experience and our research into this subject we,discovered that today promotional activities can often cover a broader range of activity than was once not the case, traditionally. Many artists such as our own, want to become involved in a range of areas, “Some of our artists want to create clothing lines,fragrants, produce their own materials and so forth, so we, like the Major labels are bringing in experts to offer directions to this new, artist goal along with giving to the artist all sort of advice that will assist the artist in obtaining their goals. So we're investing.

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