IMPRESARIAT

THE WORKING PATTERN OF A LABEL

Disusun oleh:
Angela Eugenia (1810103042)

Dosen Pembimbing:
Irfal, S.E., M.M.

Pradita University
Tangerang, Banten
2021
A record company, record label or music label is a company that manages recorded music
and its sale, including the promotion and protection of copyright. They usually have contracts
with music artists and their managers. Apart from that, there are also small record companies
called independent (indie) labels. They are not controlled by big companies like Warner
Music Group, EMI, Sony BMG, and Universal Music Group, but have limited ability to
market their products. A record company usually has an exclusive recording contract with a
recording artist or band to record their music by sharing royalties from the proceeds from the
sale of the record.

The function of a record label is to provide all the music recording needs of musicians, from
packaging for their albums such as cover designs, booklet designs, CD printing processes,
then operations such as recording studio rentals and sound systems, copyright management to
music distribution such as album sales to the shops. The marketing process is like on TV,
video clips, dissemination to radio, and even billboards. All the music-making process will be
carried out by the label, while the musicians only need to make music and do the recording
process. Therefore, an agreement is made between the label and the musician or artist.
Usually the results of the distribution of music sales are 80% to labels and 20% to artists,
there are even 90% to labels and 10% to artists, this profit sharing comparison is quite far
because all the financing is done by the label, all the music-making process from the
beginning until the end was financed by the label.

Then to increase the artist's income, the label also has its own way. Of course, the label must
ensure that the quality of the music produced by musicians is good, but besides that, there are
other events that can boost music sales. Among others are :

1. The music produced must steal attention

The musicians or artists and the label must highlight their uniqueness compared to
competitors so as not to make the audience bored by hearing a monotonous work, and it is
feared that the audience will prefer to look for other works by other artists. Artists must
dare to be different, they must create works of music that have never been heard before.
Because if they dare to be different, the audience will be bound and become fans, this will
certainly increase the development of the business they manage.

2. Build brand royalties

 In the music industry, many think that fans can be said to be the same as consumers, but
the difference between consumers and fans is that consumers will consume content
because they feel it is useful for themselves, while fans can "swallow raw" all the works
created by their idols. Therefore, labels can learn from musicians how to reach consumers
so they want to become fans and be loyal to all the works they create.

Like what musicians do, one way to increase public loyalty is the label and the artist need
to name the fanbase of their music-loving community. That way, people do not feel
foreign and feel they have the same identity. And from there, loyalty is formed because of
the feeling of belonging.

3. Creative in making strategies

Many musicians make music with the aim that their work is listened to by many people so
that it can lead to an increase in fans and their album sales. And what we can learn from
these musicians is, we need to create unique content, so that it can attract people's attention
and make them want to be involved, such as sharing it on their personal social media
accounts, until finally many people know and want to consume what has been presented. .

It's not just a matter of making good works, nowadays music industry players also have
ways to promote songs. For example, #InMyFeelingsChallenge or better known as “Keke
Challenge” where Drake promotes his song by inviting his fans to make a dance. From
these challenges finally made many people interested in following and listening to the
songs that were being promoted. As a result, many people liked the song and increased the
number of fans. Not only that, lately social media has played an important role in the
popularity of a music. The label must play a role for increase the sales of the music by
promoting in social media. For example is Tiktok media, the song "To The Bone" by
Pamungkas got a big exposure and sung by many people because this song was beautifully
covered by a tiktok user named Hana Wilianto. The cover video of this song has been
watched by more than 20 million Tiktok users. Instantly this song became popular and
often played in malls and in cafes. Such is the enormity of the influence of social media
today.