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Page 245 text:
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13 fzfkg.. . mfg.. '- . r l p Wes. 1 Q r .sr .. . l Music and record industries thrive on publicity. Sales of records are stimulated by the use of a TOD artist's name or portrait on an album jacket. The use of an artist's name or likeness on printed music editions is a valuable marketing device. Television and ra- dio commercials often utilize an artist's name in advertising his product. lVler- chandise such as T-shirts, buttons, and pos- ' ters featuring the recording artist's likeness are a valuable tie-in with his record sales. Artists, in their negotiations with record com- panies may seek promotional and tour support. They may ask that there be a minimum amount of advertising of their releases and concerts in trade papers, on radio, or other media. Artists may request that if they go on performance tours of sta- diums, festivals, music halls, or theaters, the record company may contribute a fixed amount toward the expense of the tour. Typical expenses are for trans- portation, hotels, food, and equipment rentals. Ar- tists urge that the tours are necessary to expose the performer and build up his popularity. The record business continues to be a costly, as well as risky business. The risks are indicated by the fact that most records fail to break even financially, ac- cording to industry sources. The backers, promoters and publicity help to alleviate some of the expenses. The expansion of the music industry remains a highly viable one, where fortunes are rapidly built and lost. There are many annual dropouts from the ranks of publishers, record companies, managers, and per- formers. Teenagers are heavy supporters of the record in- dustry, frequenting local record outlets and ster- eo stores. Students also patronize other Stock- ton merchants and promoters listed on the following pages. INF LUENCIAL PROIVIOTER---Nlr. Fritz Grupe, addresses the crowd at the Lincoln Student Store groundbreaking in February. Grupe donated funds to build the facility. Ads. Division
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Page 244 text:
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