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"Bringing Together Educators and Leaders of the Music and Entertainment Industries"

Journal of the Music & Entertainment Industry Educators Association

Volume 7, Number 1 (2007)

Confronting the Challenges and Profiting From the Opportunities

Ava Lawrence
Northeastern University

Abstract

Although not apparently so, the goals of marketing and licensing are often at odds with each other. Where marketing music strives to maximize exposure, licensing music strives to maximize profits. For example, when approaching synchronization licenses, marketing departments would be willing to pass over licensing fees to ensure peak placements while licensing departments would be willing to pass over peak placements if a more profitable option presented itself. This issue is compounded in 2007 as licensing music for television continues to gain popularity. Thus, alternate business models have begun to establish themselves as competitors to the traditional label and publisher. Uniting under one roof what would typically be thought of as marketing and licensing, these new ventures offer the potential of increased artist royalties while strengthening artist-fan relationships. The fate of such models, then, lies in the hands of the fan base: will followers interpret these business structures as a sign of “selling out” or as innovative mediums to form new and deeper relationships with artists?

Keywords: music industry, music licensing, synchronization licensing, library music, music marketing, television, music royalties

Lawrence, Ava. “The Revolution in Licensing Music for Television Has Arrived: Confronting the Challenges and Profiting From the Opportunities.” Journal of the Music and Entertainment Industry Educators Association 7, no. 1 (2007): 71-80. https://doi.org/10.25101/7.4

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