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Check Your Music Sales Knowledge
The following questions should be answered "True" or "False". Click on
"True or false?" for answers.
Record distributors and retail stores are constantly searching out new
product by recruiting the record labels and independent recording artists,
trying to convince them to use their outlets to get CD's and Tapes to the
public.
True or false?
Being an artist or record label that has a track record of sales matters
little to distributors and retailers.
True or false?
It is the job of the distributor and their sales staff to promote an
artist or band to their retail accounts.
True or false?
Current radio airplay is a strong negotiating factor in securing the
services of a record distributor, and makes their job of working with
retailers much easier.
True or false?
An artist or band that is currently on tour in support of their record
helps a distributor sell records to their retail accounts.
True or false?
Start-up record labels get support from distributors when they need to
re-press a CD/Tape because the record is selling well.
True or false?
The most important selling point a record label has when talking to a
distributor is that they have a recording artist that makes really good
music.
True or false?
Without a back catalog of consistent sellers, a start-up label will have a
difficult time convincing distributors and stores to carry their product.
True or false?
Getting paid by a distributor is the easiest part of dealing with a
distributor.
True or false?
Distributors help retail accounts get advertising in the print and
broadcast media.
True or false?
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Music Sales Answers
False. Nothing could be farther from the truth. At the mid-point of the
1990's, there has never been a time in music business history when there
has been such a glut of CD's and Tapes feeding into the food chain of
music distributing and retailing. It is the job of the artist and their
record label to convince the distributors and the stores that there is a
viable market for their music.
Return to questions
False. The most influential factor that can help convince distributors and
stores to carry a particular record is actual sales figures. If the artist
has sold 1,000 or 5,000 CD's/Tapes at live shows, and/or through mail
order, or on the Internet, that is the kind of information that is music
to their ears.
Return to questions
False. The job of promoting a band or artist to distributors and
retailers, as well as to radio stations, and the print media, is the job
of the record label. There is a term used in music marketing known as
"selling the seller". This term refers to the technique of convincing key
players in the music business (radio, print publications, stores,
distributors, and live music venues) to support a particular record
because of the plans, successes, and various other merits of the record
that will simultaneously benefit each key player in the food chain. As far
as distributors go, once convinced to carry the product, they simply
inform their retail clients of it's availability, and leave it to the
label to do most of the promotion.
Return to questions
True. Radio airplay is the most effective, yet most difficult promotion to
obtain. If a record label has secured airplay in any particular region of
the company, the distributors of product will be more inclined to carry
the CD/Tape.
Return to questions
True. Next to airplay, and perhaps even more important over the long haul,
is live performance. It is very important and very effective in helping
popularize the music of a band or artist. Any and all successes at playing
the club and concert circuit should be monitored carefully, and the
reports of the successes on the road, passed on to the distributors and
stores. Labels make up "Distributor One Sheets" that list any and all
information about a record that may help convince the distributors and
stores to carry the product. Put tour info, radio airplay, print support,
and any promotion or marketing plans on the sheet, along with the list
price, the Barcode, the catalog number, and a brief Bio summary describing
the genre of music.
Return to questions
False. One of the biggest mistakes start-up labels make is being under
financed. If a record label secures distribution, and the stores end up
selling the product (due to a successful promotion and marketing
campaign), the distributor calls the label to re-order the CD/Tape. If the
young label has not anticipated the sales, and set aside the funds to
re-press, there is a strong likelihood that the record will die a swift
death. Distributors are not banks.
Return to questions
False. The most over-used word in the music business is the word "good".
Remember, the music industry is a business. "Good" is taken for granted.
(Why else would a band or artist even record?). Success facts, plans, and
strategies geared toward the benefits of the product for the particular
business that a label is dealing with, is the way to go.
Return to questions
True. The music business is an insecure business. Artists, musical trends,
and fads come and go. A distributor or store takes a chance every time
they plunk down their cash to purchase product. Will it sell? Anything
that the label or artist can do to prove that it will sell, enhances the
possibility of linking up with distributors.
Return to questions
False. It is the hardest part of dealing with a distributor. Not because
they are dishonest -- some are, some aren't -- but because they are very
cautious. Again, the volume of product they deal with is mind boggling. If
the record sold from the distributor to the store, will the store sell it?
Will it be returned? Are there other distributors selling the product? Be
consistent, honest, and in constant communication with distributors and
stores. Develop relationships and friendships along the way. Plan and
execute your marketing strategies. By the way, Distributors purchase
product based on the retail list price. Their cost is usually around 50%
of the list price. Discounts are offered in various forms to entice the
distributors to buy more product.
Return to questions
True. The way they can help is through what is known as "co-op "
advertising. Arrangements are made between retail accounts and the record
labels to share in the cost of media advertising. The labels provide
product in exchange for a store purchasing a set amount of product to be
available in-store. The ad mentions the label's product, and the store's
logo and location, and price. The retailer buys the ad and deducts their
share of the ads cost from their invoice.
Return to questions
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Scoring
9 or 10: Sales HipMeister
7 or 8: Sassy and Savvy
5 or 6: Mild Mannered Mogul
3 or 4: Neophyte
2 or less: Sucker
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