How to get Banners on itunes

British singer Lily Allen has accused Apple of bullying musicians into providing exclusive content for iTunes. Her comments were made in a radio interview.

She stated: “They won’t advertise your album unless you give them extra material,” according to a report in the Wall Street Journal . Allen claimed Apple pushed her to quickly produce a new version of a song for sale on iTunes, so she planned to give them a “rubbish remix”.

Apple shuns the typical pay-for-placement system used by high-street music retailers, which sees labels pay for good in-store placement of albums. Apple claims its stance enables it to make unbiased music recommendations. Apple iTunes VP Eddy Cue wants customers to feel that advice on music is “coming from someone who really liked it versus someone who was paid to say they liked it,” according to the Wall Street Journal report.

In order to gain visibility on the front page of iTunes, labels must negotiate with Apple. Apple offers good iTunes placement to artists who offer exclusive access to new songs, special discount pricing or additional material such as interviews, according to the report. This placement is key. One industry executive told the Wall Street Journal that during a week when an album is featured on the iTunes home page it can sell about five times more copies on average than it does when the album isn’t featured.

Now executives are concerned that Apple is using the iTunes home page to promote TV shows, movies and games, leaving less room for pitching music content. Label executives claim it is now necessary to begin discussions with Apple three to six months before a major music release to have a chance of promoting it on the iTunes home page.



4 Responses to How to get Banners on itunes

  1. fuzzywuzzy1 says:

    Yeah, I’m not surprised that deals are required for ads on iTunes. What’s interesting is that a banner can result in 5 times the sales? I didn’t think that banners/ads would make such a big difference.

  2. saga says:

    It is also interesting that they have to negotiate 3-6 months in advance. I think the decision to release an acoustic EP came too late for pre-christmas banner and also probably too late for a physical CD release.

  3. jtfacts says:

    So is there no $ at all for iTunes banners or some $ plus exclusive content? iTunes should really favor artists who drive a lot of sales too. A banner for some obscure artist who doesn’t sell much, even if they make great music, is going to make less $ for Apple than a banner for Ke$ha type.

    I don’t think a physical EP in retailers would have ever have made much sense. I don’t see many such EPs in stores and retail space for cds is shrinking. An exclusive deal with one retailer could make sense, like Bieber’s Walmart deal, but that would require interest on the part of a retailer.

    And Lily, hon, zip it on the whining. It should be cheaper for you to do a little interview or throwaway song rather than have your label pay a boatload for a banner ad (a boatload that will be charged back to you).

  4. jchang365 says:

    Huh, interesting article. I guess that’s why Adam’s little thumbnail got moved back after a day or so? Not sure.

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