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The Entertainment Industry Hot Music and the Marketing of an Artist

The Entertainment Industry Hot Music and the Marketing of an Artist. Santana. Making the Connection. Previous record label was convinced Santana was past prime and too old Last Number 1 album was in 1971 Was reinvention or repositioning of the product required or changing of the image?.

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The Entertainment Industry Hot Music and the Marketing of an Artist

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  1. The Entertainment IndustryHot Music and the Marketing of an Artist Santana

  2. Making the Connection • Previous record label was convinced Santana was past prime and too old • Last Number 1 album was in 1971 • Was reinvention or repositioning of the product required or changing of the image?

  3. Role of Artista Records and Clive Davis • Heard a performance at Radio City Music Hall • Signed Santana to Arista label in anticipation of fresh influx of music and creativity combined with legendary status would be explosive • Davis and Santana felt that the record should include new collaborations and not be a “tribute” album • Previous release was a compilation of hits

  4. Role of Collaborative Artists • Diversification of appeal across market segments • i.e., Rob Thomas, Dave Matthews and Lauryn Hill • Now attract younger, diversified segments in addition to traditional listeners

  5. Role of Perceived Latin Invasion • Ricky Martin • Jennifer Lopez • Marc Anthony • Gloria Estefan

  6. Developing the ProductExtension – Results? • What is my brand image for Santana? How is this alternatively helpful and hurtful? • Merchandising • Public Relations Opportunities • Fundraising • Grant Development • Tour Dates – Live Performances • TV Spots with other artisits • CBS Spot with Ricky Martin • What is the PLC of this product and incarnation?

  7. Role of Publicity and Public Relations • Milagro Foundation • Children’s Educational Grants and Donations to Doctors without Borders • Hard Rock Café and Fundraising Cooperative Strategies • How does this impact sales and fundraising?

  8. Importance of Billboard Charts and MTV • What role does Billboard play in the success of an artist and release? • Reporter role • Sales Stimulator • Interactive Role • MTV – Viacom Company • Marketing Perspective • Role in Dissemination of Information and Awareness and Familiarity

  9. Role of the Internet • Alternative Distribution Channel • Direct Marketing • Home Page • CD Now • Promotional Opportunities • Cooperative ads with Amazon.com, CDNow • Public Relations Generation • Billboard, GuitarPlayer.com • MTV Voter Polls

  10. The Internet Shopper • What is the Profile of the Traditional Internet Shopper? • Men? • Sales Potential? • New Markets or Established Segments?

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