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RECORD INDUSTRY ADVERTISING ACCOUNT EXECUTIVE
Alternate Career Titles:
Career Overview: Implements record label advertising campaigns.
Career Salary Range: $31,000 to $65,000+
Become a Record Industry Advertising Account Executive
An Advertising Account Executive is responsible for developing advertising campaigns for the label’s products.
This is done in order to build awareness among the general public about a certain album that has been released, hopefully leading to increased album sales. The Account Executive is sometimes referred to as a Rep and is usually assigned a certain number of artists to promote by the Director of the advertising department.
This job requires a lot of hard work, as planning an advertising campaign for a new album is no small task. To build the perfect campaign, The Advertising Account Executive will study other campaigns used for the specific artist and/or record. He or she must consider the Artist’s image in the public eye in order to decide who exactly they will be targeting with the campaign.
In smaller record companies (contacts at record labels found here), the Advertising Account Executive may also be responsible for the artwork and/or copywriting for a new ad campaign as well. The Advertising Rep might also negotiate contracts for advertising space or air time.
So, to be successful, the Advertising Account Executive must have a complete understanding of the recording industry as a while, along with knowing a lot about the acts and/or records for which he or she is developing campaigns. He or she needs to work with many of the other departments in the record company (A&R contacts at record companies found here) in order to gather useful information/data and ideas for a specific advertising program. This includes having to work with the Promotions Manager to coordinate public appearances and/or interviews in conjunction with the campaign.
He or she must also have the ability to know which types of advertising will be most effective, and how to implement those types of advertisements at the cheapest cost. These ads can appear on TV or radio, in newspapers, magazines, or trade publications, or even on billboards, etc. Another thing the Ad Account Executive must also consider is whether or not to run the ads locally or nationally.
When a record store advertises a specific album, it is commonplace for the record label to cover the costs of those advertisements. It goes without saying that a lot of promotion and advertising is taking place on the web, so that must be considered as well.
Budgets are a very important consideration for the Advertising Account Executive, so it is imperative that they are able to stay within the budget allocated to each album. To stay on track with the budget, the Advertising Account Executives has frequent meetings with the Director of the department. Other things discussed during these meetings include new ad concepts, the effectiveness of the campaigns, and more.
This individual works long hours and he or she is responsible to the Director of Advertising.
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Depending on his or her experience and overall duties, the Advertising Account Executive can earn anything from $29,000 to $60,000 plus per year.
If you are trained and have the skills necessary, employment prospects are fair. You will also be in a much better position if you are knowledgeable about both advertising and the recording industry. Smaller record companies utilize an outside advertising agency to perform the previously described duties.
To advance as an Advertising Account Executive, you must be on the lookout for a similar position in a larger, more prestigious record company. Also, you may move into a Director of Advertising role. It is also common for many Advertising Account Executives to obtain jobs in advertising agencies not affiliated with music.
Education and Training
Useful college or music school degrees include marketing or advertising, and there are also many seminars, workshops, and additional courses about the recording industry that are helpful.
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Experience, Skills, and Personality
Creativity is key in this position, as the individual must be able to create a unique, but effective campaign in order to be successful. They must also have a great understanding of copywriting and the use of graphics and more. This position can be quite stressful, which is why it is preferred the individual has some sort of experience in this field.
Unions and Associations
Advertising Account Executives can belong to the National Academy of Recording Arts and Sciences (NARAS) and also might belong to the American Advertising Federation (AAF).
Suggestions for Getting Started
- Better your chances of landing a full-time position by securing an internship in the advertising department of a record company.
- You can learn a lot of different relevant skills for this position while in school, so be sure to take advantage of receiving a college or music college degree.
- Even an advertising job in a different industry will provide a great experience. Then once you taste success in an advertising realm, try finding a position with a record company again.
- Classified sections of newspapers and internet postings are good things to keep an eye on.