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Reciprocal and affiliate marketing by Matt Ottewill (March 2014)

Although these are not processes generally practised by music makers, it is worth explaining them.

Reciprocal marketing is, as the name suggests, when two or more business (or musicians) work to promote each other. They link to each other’s sites and channels and carry display ads for each other. This may be a practical arrangement for artists who share something in common such as the same manager or label.

Affiliate marketing is an arrangement whereby an affiliate is rewarded for driving leads, subscribers, and customers to a target site. Affiliate marketing can be as simple as rewarding a customer for recommending friends and families and thereby securing additional sales, or a contractual agreement with a marketing service that builds pages, sites and channels specifically for the purpose of netting new leads and selling them to you.