The New Music Business with Ari Herstand
How Partisan Records Markets Artists
Oct 30, 2024
Zena White, Chief Operating Officer at Partisan Records, brings her wealth of experience to the discussion. She shares insights on how they balance traditional marketing with modern strategies, including the costs behind getting artists on platforms like Late Night shows. Zena dives into the success story of Cigarettes After Sex, showcasing the evolution of album sales from physical copies to streaming. She also emphasizes the importance of long-term investments in artists’ careers beyond immediate profits, highlighting the role of grassroots marketing and genuine fan engagement.
01:19:54
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Quick takeaways
- Partisan Records prioritizes diverse revenue streams like live performances and merchandise to ensure sustainable income for their artists.
- Strategic marketing, particularly through modern content creation, is crucial for breaking new artists in today's evolving music industry.
Deep dives
Investing in Artist Partnerships
The primary focus of a record label is to invest in artists, ensuring they have sustainable income through various income streams. This includes not only record sales, but also earnings from live performances and merchandise. The success of the partnership is measured by whether the artists are financially supported, which could come from sources outside the label. Labels aim for artists to receive festival fees and build a self-sustaining business, signifying a successful long-term investment in their careers.
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