It's All About the Marketing Stupid: A Practical Guide to Music Marketing. SECOND EDITION

Having an allure and love for music was evidenced first in his elementary school music class, his desire to take-up piano, trumpet and eventually bass lessons, Kent Anderson has parleyed that passion for the artform into a lifelong career in the music industry. A musician, producer, consultant, lecturer and as an adjunct professor, Kent Anderson draws from his vast background and experiences in the music business in his daily responsibilities. He has held key positions within the industry at Virgin Records, GRP Records, N2K, Inc. and as President of A440 Music Group. He is an Adjunct Faculty member of the Columbia College Chicago Business & Entrepreneurship Department where he instructs the Business of Music, Entertainment Marketing, and Decision Making: Music Business.

He first began his career in the music business managing record stores for the nation’s largest music retailer – Trans World Music Corp. where he relocated to the Quad Cities, then Chicago then on to Short Hills, NJ and Greenwich, CT. Anderson was introduced to the founder of GRP Records and accepted a position in Chicago as the Mid-West Regional Sales Manager. After five-years in this position, Anderson was appointed to succeed his mentor, returning to New York to head-up the sales and marketing for the label alongside the esteemed Producer Tommy LiPuma.  During his tenure at GRP the company was named the #1 Jazz Label in the world for five consecutive years, received more than 30 Grammy nominations and achieved annual domestic sales in excess of 25 million dollars.

Sharing in the vision of the integration of music and technology, Anderson served as Vice President under the tutelage of Phil Ramone at N2K, Inc. (NASDAQ). The company demonstrated the future of the distribution of music via the internet through the creation of the first digital download in the history of recorded music with David Bowie, built communities around genre related websites, operated one of the first e-commerce stores, developed perhaps the first online music delivery mp3 player and produced the first 5.1 surround sound DVD. While at N2K, Mr. Anderson’s sales and marketing efforts were recognized with Billboard magazine naming the label the #1 Independent Jazz Label of the Year, having the #1 Best Selling Contemporary Jazz Recording, and the #1 Traditional Jazz Recording (Dave Grusin Presents West Side Story).

While at Virgin, Anderson was responsible for all sales and marketing under the aegis of Virgin Associated Labels including: Narada, Real World, Luaka Bop and Higher Octave.  In conjunction with the Music Business Association (formerly NARM), Anderson has produced four consecutive #1 Billboard Jazz & Blues chart compilation recordings.

As President and Executive Producer of more than twenty recordings, A440 was recognized with numerous accolades in the press, (Top 10 Jazz Album of the Year – Chicago Tribune, Best Female Jazz Vocalist of the Year - L.A. Times, Jazz Album of the Year - Swing Journal, Japan), a Grammy nomination and Best 5.1 Surround Sound Mix award. In 2005, Anderson has Managed and Produced recordings from artists as diverse as: Jackie Allen, Alice Peacock, Henry Johnson, New Soul Cowboys, Corey Wilkes, Steve Cole, and Carrie McDowell.

He grew up in Des Moines, Iowa, possesses a Bachelor of Arts degree from the University of Northern Iowa with a Performance Degree on Double Bass, (with additional studies at the University of Iowa). He played professionally for ten years performing and touring with big bands, jazz ensembles, orchestras, pit orchestras, R&B, and rock bands.  Anderson is a voting member of The Recording Academy [the Grammys] and is an Eagle Boy Scout. He resides in Chicago, is the founder of C Sharp Consulting, and continues to enjoy practicing and playing gigs on both upright and electric bass.

Jerry Brindisi’s passion for the music industry evolved from his great love of popular music. His interest and experience has progressed from a desire to perform, write songs, record, and ultimately create music product. Mr. Brindisi is an Associate Professor and Interim Chair of the Business and Entrepreneurship Department at Columbia College Chicago. He is the Coordinator for the Music Business BA Program and oversees all music business courses and initiatives offered by the Department including International collaborations and study away programing. He enjoys serving as a faculty advisor and mentor to music business students. He is involved in department and program administration, curriculum development, teaching music business, coordinating interdisciplinary ventures, including AEMMP Practicum courses (student run record label, artist management, music publishing) and teaching music business.

Brindisi has an extensive background working in the music industry. He has been employed by Sony Music Entertainment Inc. as a Sales and Marketing Research Analyst in their Global Digital Business Group. He has also worked with the executive offices and the A&R departments of Warner Music Group’s Asylum Records and Atlantic Records. As the studio manager for Ander’s Music, he has had the opportunity to work closely with top industry leaders, attorneys, artists, managers, producers, and songwriters. Additionally, Mr. Brindisi has advised and counseled music artists and industry leadership on various industry issues including career advancement, publishing, marketing, promotion, and artist branding. His experience and research interests include record label operations, music publishing administration, marketing, audio production, and artist development. He previously served as a full-time faculty and program supervisor for the music business program at the State University of New York, Fredonia, where he taught courses such as Music Contracts, Music Copyright and Publishing, Music Marketing and Promotion and The Business of Music.

Brindisi earned a Master’s degree in Music Business from New York University where he was honored for outstanding scholarship, leadership and service in the Graduate Music Business Program of the Steinhardt Department of Music and Performing Arts Professions. While attending NYU, he served as the assistant to the program director of Music Business. Mr. Brindisi holds a Bachelor’s degree in Communication from SUNY at Buffalo with concentrations in public relations and advertising. He is a member of the Music and Entertainment Industry Educators Association (MEIEA), the Association of Arts Administration Educators, and is a recipient of the State University of New York Service to Students Award.

Once again, this is not the definitive book about the “music business,” however, this book addresses numerous marketing ideas and strategies you need to capitalize on in maximizing the exposure and value of your music and your brand.

First of all, we’ve highlighted numerous revenue streams facilitated through organizations in which you should register – in an effort to not leave money on the table.

Additionally, we tackle a variety of topics including: demographic segmentation, being your own best publicist, Google Search Console, live performance, single release strategy, social media, data / analytics, and taxes.

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