Chapter 3: Brand You

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In this chapter, you will examine the historic evolution of today’s music artists and how they are increasingly being referred to as brands, with significant market value beyond the tradition of pure musical creation and performance.

Key Terms

Post-war youth culture

Supply chain

The four core elements of an artistic product

Economies of scale

Direct distribution marketing

‘Clicks’ over ‘bricks’

Multiple rights deal

Elements of an artist’s personal music brand



Fueled By Ramen