· Record companies have a long history of
licensing music for film, television, and
advertising communities, but they are
increasingly turning to videos games, sub-
scription services, cell phone ringtones, and
other avenues to generate revenue.
· Sony BMG Entertainment's strategic
marketing guru, Donna Clower, is forming
partnerships with big name brands like L'Oreal
and Verizon to cross-promote
the company's recording artists and their music
with other products. For the
release of Christina Aguilera's single
"Candyman," she aligned with Verizon's LG
Chocolate cell phone. The commercial campaign
for the Chocolate featured
Aguilera's new single and promoted sales for
the song's ringtone. The deal
included licensing fees and successfully set up
the release of Aguilera's album.
WHERE ARE THE JOBS?
It is impossible to predict how rapidly
changing technology will affect the music
industry in the next decade, or even the next
five years. It is increasingly important
that those competing for jobs in the music
industry have a college education and stay
abreast of how new technology is
revolutionizing the business.
Fortunately, no matter what problems the record
companies and other areas of
the business face, music remains a vital
industry. There will always be a need for
people who can write, record, and produce songs
and market and deliver music to
fans.
EMERGING TECHNOLOGIES AND
INTERACTIVE MEDIA
SENIOR VICE PRESIDENT · VICE PRESIDENT
· DIRECTOR
(MULTIMEDIA/BUSINESS DEVELOPMENT OR NEW MEDIA
TECHNOLOGY)
JOB OVERVIEW
Executives in this department manage and direct
marketing efforts of artists and
the company on the Internet and through new
technology. Camille Hackney directs
strategic planning and implementation of
marketing campaigns on the Internet.
Daily tasks include running the label's web
site, maintaining a presence for label
signed artists, developing relationships with
various Internet companies for coopera-
tive marketing opportunities, and finding other
new technology avenues to promote
the company and its roster.
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