Marketing managers with record labels are responsible for promotional activity. They direct all marketing activity for the labels products and services. With a large label, they may be partly responsible for this under a marketing director. With a smaller label they may have other roles and have full responsibility for all the marketing of the label.
The work occupies a number of functions, such as:
- Identifying target markets and marketing opportunities for their labels products and services. This leads to the development an overall marketing plan
- Identifying international markets for the music product. This may include a good knowledge of import regulations, local taxes and exchange rates
- Having full responsibility for all publicity material. This can include branding, brand development and logos and the products presentation.
Marketing managers may also work with artists, their managers and legal advisers to develop a strategy. This approach of joint marketing ensures that any marketing by the artist is not detrimental.