The role of a Brand Manager or Product Manager working in the music industry is to help create and implement marketing campaigns to maximize the sales of music from a particular record label, artist, online music service, radio station or other music product. We are responsible for managing the campaigns for a specific artist, product or group of artists. They may also be employed by a marketing agency that specializes in marketing services to the music or creative industries. All sorts of events, products and artists may be defined as a brand. For example, Michael Jackson was considered a major global music brand and had a Brand Manager whom works across all media and markets, nationally and internationally.
Knowledge of the music business and of current trends, along with good knowledge of competitors and good networking skills, is essential. Defining the unique identity and market positioning of an artist or product is a key task. Good skills in teamwork are important as the Brand or Product Manager will need to work closely with other departments, including public relations and sales. The tasks carried out by a Product Manager are varied and can change from campaign to campaign. They may have some input in to initial decisions the company makes on what to prioritize and where to focus their efforts. They may be involved in working with focus groups, managing and responding to feedback and handling, packaging, advertising, and sales promotions. A Brand or Product Manager may be involved in planning and organizing publicity and promotion work around events, live performances and tours, and their tasks can range from design, creation and distribution of packaging and marketing materials such as cover images, posters, websites and point of sale assets, to liaising with media buyers about placing advertisements.
The work can involve long hours while managing deadlines and launch and release dates can be stressful Experience with product management in other industries, particularly other creative and entertainment industries. Experience in dealing with intellectual property licensors and promotional partners, as well as sales distributors, and localization and translation providers is helpful. The Product or Brand Manager will also need experience in managing marketing budgets, analyzing customer and audience behavior and sales trends.