Hi Frequency Marketing Essay

This essay has a total of 1237 words and 6 pages.

Hi Frequency Marketing

Music Marketing: Hi Frequency Concepts

In today's business world, everyone knows that the hardest industry to break into is the
music industry. The music industry has evolved from being made up of many independent
labels to being run by major corporations such as Warner Brothers and Universal Music
Group. Music marketing is the one aspect of the industry that has not gone corporate.
While record label marketing departments are running out of ideas, independent marketing
firms are taking over their business. Music marketing differs from most other fields in
marketing because it does not have one orientation but still uses the fundamentals like
conception, pricing, promotion, and distribution (Lamb 6).

I was researching the music industry online when I ran into a company called Hi Frequency
started by a young entrepreneur named Ron Vos. Hi Frequency is an independent
music-marketing firm that promotes for labels, concert halls, and distributors. Hi
Frequency uses their financial status to help young musical entrepreneurs like Vos break
into the music industry. The company has over 60 field representatives that are unpaid
and doing quality promoting in 50 markets across the country. Vos educates his reps so
that they will have not only use the position as a resume builder but as a solid
background in music to help further their careers.

The first thing that Vos realized about the music industry is that although being very
corporate, a grassroots marketing campaign is the largest step towards success.
Promotions mean more to music than any other aspect of marketing. The record labelís
fight against the technological advancements such as mp3s gets harder every day. The only
thing that can influence people more than computers is other people (Kashif 176). Vos has
recruited people all across the country to embrace other people and get the word out on
up-and-coming bands and concerts. The different types of promotions by Hi Frequency reps
are handouts, poster placement at local music stores, and the always-effective word of

As you can see the music industry is much different from other industries when it comes to
promotions. Distribution on the other hand is done in a very similar fashion. The
distribution begins with the label recording the tracks of music then making a full CD.
After the CD is created it is sent to the middleman, in this case, the labels all have
their own manufacturing plants where the CDs are mass-produced. After these CDs are
manufactured, they are split up by the middlemen and shipped to record stores. The record
store receives them and sells them with the help of people like Hi Frequency field reps.

As the number of CDs in distribution increases, so does the price. The record labels
spend as low as $.12 for a CD to be made. The middleman, who most of the time is owned by
the label, will hike the price up to $3-5.00 for the most popular CDs. Once the retailer
receives these, they will raise the price to as much as $17-20.00. The label makes money
off the middleman, while the middleman makes money off the retailer, who in turn makes
money off us. Hi Frequency has to aid the retailer in selling these CDs. Think of how
much the label makes if they own the middleman, it is quite a lucrative business.

Record labels do not just rely on marketing firms to sell their CDs, they have to be the
conceptual masterminds behind the artist development. Even after all of these years the
one thing that sells records is talent (Passman 167). The music industry is not just hard
to break into on the business side but has become virtually impossible to get into on the
performance end. Record labels have a whole department devoted to finding talent. This
department is called A&R. A&R is a group of people that can make or break you and decide
if you are something that is worth a completely new marketing concept. Hi Frequency gets
the task many times of testing A&R departments by pushing new musicians and proving their

The promotions, distribution, pricing, and conceptions that deal with marketing in general
agree with musical marketing. Hi Frequency realizes the similarities of music with other
fields when it comes to the fundamentals of general marketing. However, what makes Hi
Frequency so effective is that they know how to use the different types of marketing
philosophies with these fundamentals when the situation is best suited. The labels use
production, sales, market, and societal marketing orientations at different times (Lamb
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