Music 4.0: a survival guide for making music in the Internet age
Gespeichert in:
1. Verfasser: | |
---|---|
Format: | Buch |
Sprache: | English |
Veröffentlicht: |
New York
Leonard
2014
|
Schriftenreihe: | Music pro guides
|
Schlagworte: | |
Online-Zugang: | Inhaltsverzeichnis |
Beschreibung: | XIX, 276 S. Ill., graph. Darst. |
ISBN: | 9781480355149 |
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Datensatz im Suchindex
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---|---|
adam_text | Contents
Introduction
....................................................................................................................xi
Other Books by Bobby
Owsinski
........................................................................................xviii
Bobby
Owsinski
Online
.........................................................................................................xix
CHAPTER ONE. The Life Stages of the Music Industry
..................................................1
Music
0.5—
The Precursor Business
.........................................................................................2
New Technology Drives the Business
.................................................................................2
Music
1.0—
The Original Music Business
................................................................................3
Music
1.5—
The Suits Take Over
..............................................................................................8
The Rise of MTV
.................................................................................................................10
The Farm Teams Disband
..................................................................................................10
Music
2.0—
Enter the Digital Age
..........................................................................................12
P2P Makes Its Mark
............................................................................................................13
Piracy Takes Another Form
...............................................................................................15
Music
2.5—
Digital Music Is Monetized
................................................................................16
Enter the
360
Deal
..............................................................................................................18
Music
3.0—
The Dawn of Artist/Fan Communication
........................................................19
Music
3.5—
YouTube Becomes the New Radio
.....................................................................21
Streaming Catches On
........................................................................................................22
Music
4.0—
Streaming Becomes Profitable
...........................................................................23
CHAPTER TWO. How the Music World Has Changed
..................................................27
Who s In Control?
....................................................................................................................28
Where Did the Record Stores Go?
.........................................................................................29
Why Traditional Radio Is No Longer the Factor It Once Was
............................................31
College Radio on the Brink
...............................................................................................33
Why Television Is No Longer a Factor
..................................................................................35
The Trouble with Labels
..........................................................................................................36
Where Digital Music Has Failed
.......................................................................................36
It s the Music, Stupid
...........................................................................................................38
The Death of Artist Development
.....................................................................................38
The Piracy Argument Dissipates
.......................................................................................40
CHAPTER THREE. The New Music Industry
.................................................................43
The Music Industry Is Not Dying
..........................................................................................44
The New Radio
.........................................................................................................................45
Internet Radio
.....................................................................................................................45
The Connected Car
.............................................................................................................47
Satellite Radio
......................................................................................................................48
What Is Radios Future?
......................................................................................................49
The New Television
.............................................................................................................50
The Effect of YouTube
.........................................................................................................50
The Broadcast Alternatives
................................................................................................51
The Connected TV
.............................................................................................................52
The New Players
.......................................................................................................................53
Management
........................................................................................................................53
The Promoter
.......................................................................................................................54
The New Record Label
.......................................................................................................55
The New Audience
...................................................................................................................57
Enter Music
4.0........................................................................................................................58
CHAPTER FOUR. The New Masters of the Domain
.......................................................61
Seth Godin s Tribes
..................................................................................................................61
Radioheaďs
Grand Experiment
.............................................................................................64
The Wisdom of Trent
...............................................................................................................68
Chris Andersons Long Tail
.....................................................................................................73
Irving Azoff s Steel Fist
...........................................................................................................76
Sanctuary
s
Blueprint
...............................................................................................................78
Justin Bieber—The Socially Made Star
..................................................................................79
Amanda Palmer—The Social Celebrity
.................................................................................81
Psy—
The Viral Star
..................................................................................................................83
Macklemore And Ryan Lewis—Turning The Record-Label Paradigm Around
...............84
The New World of Label Services
.....................................................................................85
CHAPTER FIVE. The New Marketing-Part
1..............................................................87
Your Music Is Your Marketing
................................................................................................87
The New Release Schedule
......................................................................................................90
Ten Music Marketing Ideas
.....................................................................................................92
CHAPTER SIX. The New Marketing—Part
2.................................................................95
The New Importance of the Fan
.............................................................................................96
Your Email List
.........................................................................................................................98
Vi
Contents
Mail List Services
................................................................................................................98
Six Keys to Building Your Mailing List
.............................................................................99
Designing Your Mail Blast
...............................................................................................100
Best Email Practices
.........................................................................................................101
More Is Less
.......................................................................................................................102
YourBlog
................................................................................................................................104
Other Music Blogs
............................................................................................................105
CHAPTER SEVEN. Marketing with Social Media
........................................................109
The Death and Rebirth of MySpace
.....................................................................................110
Marketing with Facebook
.....................................................................................................
Ill
Eight Rules of Facebook Engagement
............................................................................112
Best Time of Day for Facebook Posts
.............................................................................113
Understanding the Like Button
....................................................................................114
Facebook Ads
....................................................................................................................115
Google*
..................................................................................................................................116
Marketing with Twitter
.........................................................................................................118
The Secret of the Hashtag
.................................................................................................119
The Best Time to Tweet
....................................................................................................120
Twitter Tools
......................................................................................................................121
Marketing with YouTube
.......................................................................................................123
YouTubeSEO
.....................................................................................................................124
The Half-Life of a Viral Video
.........................................................................................126
Making Money from YouTube
........................................................................................126
Streaming Video
...............................................................................................................127
YouTube Measurement Tools
..........................................................................................127
CHAPTER EIGHT. Social Media Management
............................................................131
Measuring Your Social Media Exposure
.............................................................................133
Social Media Measurement Tools
...................................................................................134
Advanced Social Media Analytical Tools
.......................................................................135
What Is a Brand?
....................................................................................................................136
The Three Pillars of a Brand
............................................................................................137
I m with the Brand
............................................................................................................138
Sponsorship
.......................................................................................................................139
Other Avenues for Social Media
..........................................................................................140
Don t Depend on Your Social Network
...............................................................................141
There s More to Social Networking than Facebook
.......................................................142
Ten Low-Cost, Hi-Tech Promotion Ideas
...........................................................................143
Contents
VÜ
But You Still Must Hit the Streets
.........................................................................................146
Ten Low-Cost, Low-Tech Promotion Ideas
...................................................................147
CHAPTER NINE. The New Distribution
......................................................................149
Digital, Vinyl, or Bright, Shiny Disc?
...................................................................................150
Music Format Pros and Cons from the Artists Standpoint
.........................................150
Digital Downloads
............................................................................................................151
Digital Streaming
..............................................................................................................153
CD—The Bright and Shiny Disc
.....................................................................................154
The Vinyl Record
..............................................................................................................155
Collectibles
.............................................................................................................................157
Digital Music Distribution
....................................................................................................158
Paid Downloads
................................................................................................................158
Subscription Is the New Download
................................................................................160
The Digital Storage Locker (Cloud Music)
....................................................................163
Music Aggregators
.................................................................................................................164
License or Distribution?
........................................................................................................164
Games—Hip or Hype?
..........................................................................................................166
The New Brick-and-Mortar
..................................................................................................167
The Many Ways to Ask for the Sale
......................................................................................168
Ten Sales Tips
....................................................................................................................169
CHAPTER TEN. The Music
4.0
Rules for Survival
.......................................................171
Developing Your Audience
...................................................................................................172
Establishing Your Tribe
.........................................................................................................173
The Leader
.........................................................................................................................174
Growing Your Tribe
..........................................................................................................175
Marketing to Your Tribe
...................................................................................................178
Sustaining Your Career
..........................................................................................................179
The
1,000
True Fans Theory
.........................................................................................180
CHAPTER ELEVEN. How to Make Money in Today s Music World
............................183
Hit the Road, Jack
..................................................................................................................184
Swag Is Your Friend
...............................................................................................................186
Top Ten Merch Pieces with the Best Margins
................................................................187
Price It Right
.....................................................................................................................188
The Secret to the Merch Table
.........................................................................................188
Credit Card Transactions Made Easy
.............................................................................189
viii
Contents
When Music Is Your Product
...............................................................................................190
The Different Types of Streams
.......................................................................................191
The New Publishing Paradigm
.............................................................................................193
The Problem with Digital Accounting
............................................................................197
Why Use a Publisher?
.......................................................................................................197
Making Sense of Streaming Income
....................................................................................198
Crowdfunding
........................................................................................................................200
The Four Tiers of a Crowdfunding Campaign
.............................................................201
The Four Rules for Crowdfunding
..................................................................................202
The Concept of Fuelers
.................................................................................................203
CHAPTER TWELVE. Living in Music
4.0.....................................................................205
Making a Living Is the New Success
....................................................................................205
There
s
No Such Thing as a Demo
...................................................................................206
Major Label Deconstruction
.................................................................................................207
The Sad Case of EMI
........................................................................................................208
WMG Changes Hands
....................................................................................................208
The Major Label of the Future
.........................................................................................209
When You Need a Label
........................................................................................................211
Getting Along In Music
4.0..................................................................................................212
CHAPTER THIRTEEN. Interviews
...............................................................................215
Dae
Bogan
...............................................................................................................................215
Richard Feldman
....................................................................................................................219
Larry Gerbrandt
.....................................................................................................................224
Shan Dan
Horan
....................................................................................................................227
Bruce Houghton
.....................................................................................................................233
Ariel Hyatt
..............................................................................................................................237
Gregory
Markel
......................................................................................................................243
Rupert Perry
...........................................................................................................................247
Jacob Tell
.................................................................................................................................252
Michael Terpin
.......................................................................................................................255
DanTsurif
...............................................................................................................................260
Appendix
1.
Online Tools
..............................................................................................265
Band-Oriented Platforms
......................................................................................................265
Blogs
........................................................................................................................................265
Crowdfunding
........................................................................................................................265
Contents
ix
Facebook
.................................................................................................................................266
Mailing
Lists
...........................................................................................................................266
Measurement
..........................................................................................................................266
Merchandise
...........................................................................................................................267
Music Blogs
.............................................................................................................................267
Publishing
...............................................................................................................................267
Social Media Management
....................................................................................................267
Streaming Video
.....................................................................................................................268
Surveys
....................................................................................................................................268
Twitter
.....................................................................................................................................268
YouTube
..................................................................................................................................268
Appendix
2.
Glossary
.....................................................................................................269
Index
..............................................................................................................................275
|
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spellingShingle | Owsinski, Bobby Music 4.0 a survival guide for making music in the Internet age Music trade Technological innovations Music trade Computer network resources Music and the Internet Internet marketing Social Media (DE-588)4639271-3 gnd Neue Medien (DE-588)4196910-8 gnd Online-Marketing (DE-588)7706419-7 gnd Musikwirtschaft (DE-588)4268614-3 gnd |
subject_GND | (DE-588)4639271-3 (DE-588)4196910-8 (DE-588)7706419-7 (DE-588)4268614-3 (DE-588)4048476-2 |
title | Music 4.0 a survival guide for making music in the Internet age |
title_auth | Music 4.0 a survival guide for making music in the Internet age |
title_exact_search | Music 4.0 a survival guide for making music in the Internet age |
title_full | Music 4.0 a survival guide for making music in the Internet age Bobby Owsinski |
title_fullStr | Music 4.0 a survival guide for making music in the Internet age Bobby Owsinski |
title_full_unstemmed | Music 4.0 a survival guide for making music in the Internet age Bobby Owsinski |
title_short | Music 4.0 |
title_sort | music 4 0 a survival guide for making music in the internet age |
title_sub | a survival guide for making music in the Internet age |
topic | Music trade Technological innovations Music trade Computer network resources Music and the Internet Internet marketing Social Media (DE-588)4639271-3 gnd Neue Medien (DE-588)4196910-8 gnd Online-Marketing (DE-588)7706419-7 gnd Musikwirtschaft (DE-588)4268614-3 gnd |
topic_facet | Music trade Technological innovations Music trade Computer network resources Music and the Internet Internet marketing Social Media Neue Medien Online-Marketing Musikwirtschaft Ratgeber |
url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027430881&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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