Inside a record company

The operations of most major record companies are carried out by a number of different departments, each responsible for its own duties while working towards the common goal of getting music into the marketplace and on to the stereos of consumers. While many of these departments go about their business with some degree of autonomy, ultimately, all must interact in order to make the company successful. Below is a guide to the working of a typical major record company. (By the way, a new record or CD is known as "product." Remember, this is business.)

At the top is usually the Chief Operations Officer or the Chief Executive Officer (CEO). This is the person who oversees the label's global operations and to whom the presidents of the various international divisions report. The company president is charged with implementing company policy and overseeing day-to-day operations in any given territory, be it the US, Britain, or some other country that boats its own subsidiary. Unless you're somebody like Eric Clapton or Sting, you won't ever deal with, or even meet, these people.

Branching out beneath the president is an army of vice presidents and Senior VP's, each heading up specific departments over which they have complete jurisdiction. Those departments generally shape up something like this:

A&R

A & R is an abbreviation for a term created in the '40s: Artists and Repertoire. A & R people are the individuals who find the talent, whether new or established, and sign those acts to the company's roster. They then continue to work closely with the artist, acting as their liaison to the label and as an advisor who will help nurture a certain sound and image Their duties include listening to demos, aligning artists with the right producer, and offering creative input at every stage.

Sales and Marketing

These are the people who sell the product to the various retailers and distributors throughout the country. Some salespeople focus on specific large accounts; others may deal with several different outlets in one particular city or geographical area. Marketing people back up these sales efforts by creating additional visibility for the product; this includes the development of advertising campaigns, special promotions, and in-store posters and displays. Sales and marketing personnel also keep tabs on radio airplay and follow through by making sure that whenever something does get airplay that it;s sufficiently stocked in the marketplace.

Promotion

Promotion people play a critical role in exposing new product by garnering radio airplay in their individual markets. Oftentimes their duties are mandated by musical format; some representatives may handle specifically pop, rock, country or r&b radio stations, depending on the size and diversity of the label's roster. They also represent the company when artists come to town, and work hand in hand with their Sales and Marketing counterparts to help further promote their product.

Publicity

Publicists work with the media, seeking out press opportunities upon an album's release or when the band goes out on tour. They pitch interviews, album reviews, and feature stories, and are often responsible for getting their artists guest spots on national and local television or radio shows.

Video

This division usually handles video production, including the budgeting and creation of the artist's video, usually in cooperation with an outside director. It may also handle the promotion of the videos to the various local and national video outlets, MTV, VH-1, and The Box among them.

Distribution

The six major record companies - WEA, MCA, BMG, PolyGram, CEMA and Sony - are actually umbrellas for dozens of smaller labels which are bound to the parent organization through a contained distribution network. The distribution system warehouses the product at centralized locations throughout the country, ensuring rapid delivery to retail accounts in adjacent areas.

Art

As the name implies, this department is responsible for everything relating to visual imagery, including designing and coordinating album covers, company logos, print ads and the like.

Legal

Here you'll find the label's team of attorneys, the people who draft the recording contracts and do the final negotiations with the artist's manager or lawyer.

Accounting and Administration

As in any large organization, this department takes care of bookkeeping, payroll and personnel, finance and various other day-to-day functions.