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Successful music marketing today requires a whole new level of expertise; from basic marketing knowledge and industry-specific strategies, to technology-driven tactics and tools there are many critical factors to consider when putting together a marketing plan. MARKETING AND MERCHANDISING FOR MUSICIANS rises to the challenge of defining an effective and competitive music marketing campaign by addressing the changing landscape of music marketing, and what this means for the people responsible for the marketing. Traditionally, record companies were solely responsible for these tasks, but as advances in technology have allowed musicians to create master-quality recordings in their own homes, the record company's role in many parts of the process has diminished. The end result: a more "do-it-yourself" approach to the marketing, promotion, and merchandising functions in the music field. This book will not only provide students with a fundamental knowledge of each of these topics, it tackles these topics in the context of a musician's career, which offers a variety of strong real-world applications. Written in a reader-friendly and accessible tone, this is a solid resource for anyone seeking a more in-depth knowledge of music marketing today.