Web Marketing for the Music Business This page intentionally left blank Web Marketing for the Music Business Tom Hutchison AMSTERDAM • BOSTON • HEIDELBERG • LONDON NEW YORK • OXFORD • PARIS • SAN DIEGO SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO Focal Press is an imprint of Elsevier Focal Press is an imprint of Elsevier 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA Linacre House, Jordan Hill, Oxford OX2 8DP, UK © 2008 Tom Hutchison. Published by Elsevier, Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone: (+44) 1865 843830, fax: (+44) 1865 853333, E-mail:
[email protected] elsevier.com. You may also complete your request online via the Elsevier homepage (http://elsevier.com), by selecting “Support & Contact” then “Copyright and Permission” and then “Obtaining Permissions.” Recognizing the importance of preserving what has been written, Elsevier prints its books on acid-free paper whenever possible. Library of Congress Cataloging-in-Publication Data Hutchison, Thomas W. (Thomas William) Web marketing for the music business/Tom Hutchison. p. cm. Includes bibliographical references and index. ISBN 978-0-240-81044-7 (pbk. : alk.paper) 1. Music trade. 2. Internet marketing. I. Title. ML3790.H986 2008 780.68’8–dc22 2008020851 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library. ISBN: 978-0-240-81044-7 For information on all Focal Press publications visit our website at www.books.elsevier.com 08 09 10 11 12 5 4 3 2 1 Printed in the United States of America Table of Contents ACKNOWLEDGMENTS..................................................................................................................... xi PREFACE............................................................................................................................................ xiii Chapter 1 l evelopment of Music Marketing D on the Internet Background on the Internet.................................................................................................................1 Music and the Internet.........................................................................................................................4 Itunes Story................