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Jumpstart your music career:

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Bibliographische Detailangaben
1. Verfasser:	Cann, Simon (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Boston, MA Course Technology 2012
Schlagworte:	Musiker Musikwirtschaft Karriereplanung Ratgeber
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	X, 290 S. Ill.
ISBN:	9781435459526

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Contents PARTI GETTING STARTED Chapter 1 First Principles 3 Do You Really Want a Career in Music? ...........................................................................4 Fundamentals .....................................................................................................................6 An Introduction to the Business Strategy for the Musician ...........................................7 Why Adopt a Business Strategy? ..................................................................................9 Your Guarantee of Success .........................................................................................10 Defining Success ...............................................................................................................10 Why the Emphasis on Being Proactive? I Just Wanna Play Music! ..................................12 Own the Relationship ................................................................................................12 Economies of Small ....................................................................................................12 Control ......................................................................................................................13 The Commercial Imperative .............................................................................................14 Adopting the Strategies Set Out in This Book ..................................................................14 Getting the Most from This Book ....................................................................................15 Changing Times .........................................................................................................16 Regional Variations ....................................................................................................17 What This Book Does Not Cover ..............................................................................18 Things You Don t Understand ...................................................................................18 Scalability ...................................................................................................................19 Products and Services .................................................................................................20 Onward ...........................................................................................................................20 VI Jumpstart Your Music Career PART II THE FAN BASE ____________________________________ 21_ Chapter 2 Building and Keeping Your Fan Base 23 Exploiting with Integrity ..................................................................................................23 What Can Your Fan Base Do for You? ............................................................................24 Income .......................................................................................................................25 Credibility ..................................................................................................................27 Power and Influence ...................................................................................................27 Support at Gigs ..........................................................................................................27 New Fans ...................................................................................................................28 Radio/TV Coverage/Chart Position ............................................................................28 Your Fans Expectations: What Can You Do for Your Fan Base? ...................................28 Communicating with Your Fan Base ................................................................................30 Communicate the Way Your Fans Communicate .......................................................30 Making Communication a Two-Way Dialogue ..........................................................31 How Should You Communicate? ...............................................................................32 What Should You Communicate? ..............................................................................38 Mind Your Language .................................................................................................39 The Mechanics of Bulk Communication ....................................................................39 So Will You Exploit with Integrity? .................................................................................42 Building and Keeping the Fan Base in Practical Terms .....................................................43 The Conversion Process .............................................................................................43 Deriving Income from Your Fans ...............................................................................47 Keeping Fans Happy ..................................................................................................49 Finding Potential Fans and Building the Fan Base ......................................................49 Losing Fans ................................................................................................................53 What Do You Do if You Don t Have a Natural Fan Base? .......................................56 Publicity ...........................................................................................................................59 Active Publicity ..........................................................................................................60 Advertising .................................................................................................................61 Promotion ..................................................................................................................63 The Role of PR ..........................................................................................................64 Other Forms of Publicity ..................................................................................................64 Chapter 3 Your Presence on the Web 65 Passive Publicity ...............................................................................................................65 Creating Value for Other People ................................................................................66 How to Be Present on the Web ........................................................................................ (,Э Who s Talking about You? ........................................................................................70 The Social Networks .............................................................................. 72 Contents vü Helping People Who Are Looking for You ................................................................77 Building the Perfect Website .............................................................................................82 The Need for Speed ...................................................................................................82 Easy to Navigate ........................................................................................................84 How to Build Your Website .......................................................................................90 Now That You ve Got the Fan Base, What Are You Going to Do with Them? ..............91 PART III THE PRODUCT ____________________________________93^ Chapter 4 Creating Products: Generating Income 95 Doing the Arithmetic .......................................................................................................95 Opportunities for Income .................................................................................................96 Music .........................................................................................................................97 Video .......................................................................................................................105 Live Performance .....................................................................................................107 Advertising ...............................................................................................................107 Merchandising and Other Non-Music Income Sources ............................................108 Associates Arrangements ......................................................................................... 108 Choosing the Right Product ...........................................................................................109 Who Are You? What Do You Do? .......................................................................... 109 Who Is Your Market? ..............................................................................................110 Is There an Audience? ..............................................................................................110 What Does Your Audience Want? ...........................................................................112 Logistics of Creating Products ........................................................................................114 Chapter 5 The Logistics of Creating and Developing Products 115 What Is a Product? ..................................... ~. ...............................................................115 Product Process: From Creation, through Development, to Market .........................116 Developing the Product ............................................................................................118 Releasing the Product ...............................................................................................123 Product Renewal ......................................................................................................123 Development Time .........................................................................................................125 Planning ...................................................................................................................125 Critical Path .............................................................................................................125 Logistics of Product Development ............................................................................126 Product Pricing ...............................................................................................................127 The Cost of Developing Products ...................................................................................131 Time Is Money .........................................................................................................131 The Profit Margin on Products ................................................................................131 VÜ¡ Jumpstart Your Music Career Making Money from Products ....................................................................................... 136 The Number or Products You Sell ........................................................................... 136 The Profit per Product ............................................................................................. 136 Profit Levels ............................................................................................................. 137 Expenditure .............................................................................................................. 143 Break-Even Point on a Project .................................................................................. 144 Profitability .............................................................................................................. 146 Hard-Core Finances .......................................................................................................147 PART IV THE NASTY COMMERCIAL BITS ___________________149 Chapter 6 Economics 101 151 Sources of Income: How Much Can I Earn? ..................................................................152 Earnings from Music ......................................................................................................153 Downloads ............................................................................................................... 153 CD Sales .................................................................................................................. 156 CD Sales with a Record Label ....................................................................................... 161 Size of Record Label and Your Status in the Industry .............................................. 162 Type of Deal ............................................................................................................ 163 Other Types of Deals ............................................................................................... 165 Clawbacks under Recording Contracts ..................................................................... 167 So What Will I Actually Get Paid under a Recording Contract? .............................. 171 Moving Images ...............................................................................................................176 DVD (and Video) .....................................................................................................176 Synchronization Fees ................................................................................................ 177 Merchandising ................................................................................................................177 Live Performances ..........................................................................................................179 Sponsorship/Endorsements ............................................................................................. 182 Commission ...................................................................................................................183 Songwriting Royalties .....................................................................................................185 Mechanical Royalties: How Much Do I Cet from Writing Songs? ........................... 185 Performance Royalties: How Much Do I Cet from Writing Songs? ......................... 186 Collecting Songwriting Royalties .............................................................................. 187 Gifts ...............................................................................................................................188 Income from Your Infrastructure ................................................................................... 188 Sources of Finance ......................................................................................................... 189 What Are You Getting? What Are You Giving Up? ................................................. 190 Initial Financing ....................................................................................................... 191 The Fan Base as a Source of Finance ....................................................................... 192 Banks ....................................................................................................................... 192 Business Angels and Private Investors ....................................................................... 192 Venture Capital ........................................................................................................ 193 Contents ¡χ Business Partners......................................................................................................193 What Sort of Investment Should I Go For? ..............................................................193 Drawing Up a Business Plan ....................................................................................195 Costs ..............................................................................................................................196 Record-Label Expenses .............................................................................................197 The Cost of Hiring Staff ..........................................................................................202 So What Do I Get Paid? .................................................................................................205 Chapter 7 Your Pay Packet __________________________________________207 The Cat-Food Years .......................................................................................................207 The Income Stream ........................................................................................................208 Conventional Highly Successful Career Income Stream ........................................208 New Style Income Stream ....................................................................................209 How Much Money Do You Need? ................................................................................210 Tax ..........................................................................................................................211 Pensions and Retirement Funds ................................................................................213 Some People Just Earn Less Than Others .......................................................................218 End of Commercial Boot Camp .....................................................................................218 PART V PUTTING THE THEORY INTO PRACTICE 219 Chapter 8 Building the Team around You 221 Structure of Your Business .............................................................................................221 Key Functions That Need to Be Performed ..............................................................222 Separate the Goals to Be Achieved from How You Achieve Your Goals .................222 The Right People at the Right Time .........................................................................224 So Who Does What? ................................................................................................225 Picking the Team ...........................................................................................................227 Does the Team Work Together? ..............................................................................227 Hiring the Right People ............................................................................................228 Finding the Person Who Actually Does the Work ....................................................228 Errors and Omissions ...............................................................................................228 The Shareholders ............................................................................................................229 The Manager ..................................................................................................................230 What Can a Manager Do to Help You? ..................................................................230 Who Should You Get as a Manager? .......................................................................231 What Does a Manager Charge? ...............................................................................232 The Business Manager ....................................................................................................234 What Does a Business Manager Do? ........................................................................234 What Does a Business Manager Charge? .................................................................234 χ Jumpstart Your Music Career Risks in Hiring a Business Manager .........................................................................235 Lawyers ..........................................................................................................................235 Which Lawyer Should You Appoint? .......................................................................236 How Much Do Lawyers Charge? .............................................................................236 Accountants ...................................................................................................................236 Bankers ..........................................................................................................................237 Booking Agents/Promoters .............................................................................................238 Booking Agents ........................................................................................................238 Promoters .................................................................................................................238 Alternatives to Booking Agents and Promoters ........................................................239 Merchandising ................................................................................................................239 Record Company ...........................................................................................................240 Publishers .......................................................................................................................241 Putting the Team to Work .............................................................................................242 Chapter 9 Developing Your Own Career Plan 243 The Jigsaw Puzzle of Your Career ..................................................................................243 A Question of Scale .......................................................................................................244 Reducing Risks and Increasing the Certainty of a Sustained Career ...............................246 The Arc of Your Career .................................................................................................247 Preparation for Your Career ....................................................................................248 First Public Outings: Accelerated Learning ...............................................................249 Turning Pro ..............................................................................................................255 Building the Business: Opening an Office .................................................................261 Increasing Income: Increasing Profitability ...............................................................266 Superstar Status ........................................................................................................271 Managing the Downward Path ................................................................................272 And to Conclude ............................................................................................................276 Index ...........................................279
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title	Jumpstart your music career
title_auth	Jumpstart your music career
title_exact_search	Jumpstart your music career
title_full	Jumpstart your music career Simon Cann
title_fullStr	Jumpstart your music career Simon Cann
title_full_unstemmed	Jumpstart your music career Simon Cann
title_short	Jumpstart your music career
title_sort	jumpstart your music career
topic	Musiker (DE-588)4040841-3 gnd Musikwirtschaft (DE-588)4268614-3 gnd Karriereplanung (DE-588)4129406-3 gnd
topic_facet	Musiker Musikwirtschaft Karriereplanung Ratgeber
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