Q. I would like to have a career in the music industry when I graduate, can anyone suggest an occupation for me that incorporates my marketing major and music industry minor?

I am currently a marketing major at James Madison University with a music industry minor. I would like to find something more specific than something like “working for marketing at a record label?” Please let me know!

A. Hi Michael,

The industry is undergoing a huge change. The change started many years ago and will not end for many more. In this kind of environment, you want to avoid being tied to the declining part of the industry. Instead target the new or growing parts.

Obvious high spots would include Apple with iTunes or any of the more recently formed competitive music download services. Another area that I suspect will grow in future is a marketing function designed to help promote individual artists or groups.

Let me explain my thinking here: Traditional labels are very good at promoting an artist, they are just not good at getting revenue back to the artist (less than 6% get a royalty check after the initial advance).

So, if an artist goes around a traditional label in order to sell direct to fans or sell via a better model. They get more revenue. However, they loose the traditional benefits of promotion. This is where there is a sweet spot of opportunity. Couple all the conventional promo methods with all the new, viral and web based methods and you have the possibilities for a marketing practice focused on the industry.

Just some thoughts to play with.

regards

Brian MacLeod

For more education on careers in the music industry, check out: www.Music-Career-Guide.com

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