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Journal of the Music & Entertainment Industry Educators Association

Volume 9, Number 1 (2009)

Kim L. Wangler
Appalachian State University


Naxos, a leading independent classical record label, has exhibited tremendous growth since its inception in 1986. At least some of this growth is owed to Naxos founder Klaus Heymann’s seamless utilization of the four “Ps” of marketing: product, price, place, and promotion. By condensing the product to what consumers wanted – well-performed, well-recorded, accessible repertoire – the budget label quickly found footing and stood up with a strong market share. Due to Naxos’ low prices, major music companies initially saw the Hong Kong-based label as a non-competitor, thus enhancing Naxos’ early success. Furthermore, from its in-house digital music retailer, www.ClassicsOnline.com, to its online streaming radio station, www.NaxosRadio.com, Naxos quickly embraced the internet as the place to distribute music. Finally, Naxos has integrated promotion as a natural extension to its services, such as offering free Naxos Library subscriptions to Baltimore Symphony season ticket holders. Thus, Naxos is a model case study for the efficacy of classical marketing principles.

Keywords: Naxos, Klaus Heymann, music marketing, independent record labels, classical music, music licensing, digital music, music distribution, promotion, Baltimore Symphony

Wangler, Kim L. “Naxos – A Classic Example of Marketing Principles: A Case Study of the Four P’s of Marketing Techniques as Used by a Classical Music Record Label.” Journal of the Music and Entertainment Industry Educators Association 9, no. 1 (2009): 95-112.  https://doi.org/10.25101/9.4

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A Case Study of the Four P’s of Marketing Techniques as Used by a Classical Music Record Label

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