Music 4.1: A Survival Guide for Making Music in the Internet Age

Contents......Page 5
Introduction......Page 11
Bobby Owsinski Bibliography......Page 17
Bobby’s Online Connections......Page 19
Music 0.5: The Precursor Business......Page 20
New Technology Drives the Business......Page 21
A Look Inside the Original Music Business......Page 22
Music 1.5: The Suits Take Over......Page 27
The Rise of MTV......Page 28
The Farm Teams Disband......Page 29
Music 2.0: Enter the Digital Age......Page 31
P2P Makes Its Mark......Page 32
Piracy Takes Another Form......Page 34
Music 2.5: Digital Music Is Monetized......Page 35
Enter the 360 Deal......Page 37
Music 3.0: The Dawn of Artist/Fan Communication......Page 38
Music 3.5: YouTube Becomes the New Radio......Page 39
YouTube Exposure Becomes Universal......Page 40
Streaming Catches On......Page 41
Music 4.0: Streaming Becomes Profitable......Page 42
Music 4.1: The Business Model Changes......Page 44
Who’s In Control?......Page 46
Where Did the Record Stores Go?......Page 47
Why Traditional Radio Is No Longer the Factor It Once Was......Page 50
College Radio on the Brink......Page 52
Why Television Is No Longer a Factor......Page 53
Where Digital Music Has Failed......Page 55
The Death of Artist Development......Page 58
The Piracy Argument Dissipates......Page 60
The Music Industry Is Not Dying......Page 63
Internet Radio......Page 65
The Connected Car......Page 67
Satellite Radio......Page 68
What Is Radio’s Future?......Page 69
The Effect of YouTube......Page 70
The Broadcast Alternatives......Page 71
The Connected TV......Page 72
Management......Page 73
The Promoter......Page 75
The New Record Label......Page 76
The New Audience......Page 77
Enter Music 4.1......Page 79
Seth Godin’s Tribes......Page 81
Radiohead’s Grand Experiment......Page 84
The Wisdom of Trent......Page 87
Josh Freese’s Multitiered Humor......Page 90
Chris Anderson’s Long Tail......Page 92
Irving Azoff’s Steel Fist......Page 95
Sanctuary’s Blueprint......Page 97
Justin Bieber—The Socially Made Star......Page 99
Amanda Palmer—The Social Celebrity......Page 100
Psy—The Viral Star......Page 102
Macklemore and Ryan Lewis—Turning the Record Label Paradigm Around......Page 103
Jack & Jack Shift the Release Schedule......Page 105
Your Music Is Your Marketing......Page 107
The New Release Schedule......Page 109
Ten Music Marketing Ideas......Page 112
The New Importance of the Fan......Page 115
The New Artist Online Strategy......Page 117
The Steps to a Successful Online Strategy......Page 118
Your Most Important Tool—Your Email List......Page 120
Mail List Services......Page 121
Six Keys to Building Your Mailing List......Page 122
Designing Your Email Blast......Page 123
Best Email Practices......Page 124
More Is Less......Page 125
Another Useful Online Tool—Your Blog......Page 127
Other Music Blogs......Page 128
The Death of MySpace......Page 131
Eight Rules of Facebook Engagement......Page 133
Best Time of Day for Facebook Posts......Page 134
Understanding the “Like” Button......Page 135
Facebook Ads......Page 136
Marketing with YouTube......Page 138
Essential YouTube SEO......Page 139
Making Money from YouTube......Page 141
YouTube Measurement Tools......Page 142
Marketing with Twitter......Page 144
The Secret of the Hashtag......Page 145
Twitter Tools......Page 147
Hangouts......Page 149
Chapter 8......Page 151
Measuring Your Social Media Exposure......Page 153
Advanced Social Media Analytical Tools......Page 154
What Is a Brand?......Page 156
The Three Pillars of a Brand......Page 157
Five Easy Steps to Creating Your Brand......Page 158
A Quick Look at Sponsorship......Page 159
Other Avenues for Social Media......Page 160
Don’t Depend on Your Social Network......Page 161
There’s More to Social Networking than Facebook......Page 162
Ten Low-Cost, High-Tech Promotion Ideas......Page 163
But You Still Must Hit the Streets......Page 166
Ten Low-Cost, Low-Tech Promotion Ideas......Page 167
Hit the Road, Jack......Page 169
Merch Is Your Friend......Page 171
Price It Right......Page 173
Credit Card Transactions Made Easy......Page 174
The Many Ways to Ask for the Sale......Page 177
The Four Tiers of a Crowdfunding Campaign......Page 179
The Five Rules for Crowdfunding......Page 180
The Concept of “Fuelers”......Page 181
Digital, Vinyl, or Bright, Shiny Disc?......Page 184
Music Format Pros and Cons from the Artist’s Standpoint......Page 185
Digital Streaming......Page 186
Digital Downloads......Page 187
CD—The Bright and Shiny Disc......Page 189
The Round Piece of Plastic Known as the Vinyl Record......Page 190
Could the Cassette Make a Return?......Page 191
Collectibles......Page 192
Paid Downloads......Page 193
Streaming Is the New Download......Page 195
The Digital Storage Locker (Cloud Music)......Page 199
Music Aggregators......Page 200
License or Distribution?......Page 201
Games—Hip or Hype?......Page 203
The New Brick and Mortar......Page 204
The Three Basic Types of Publishing Income......Page 206
The Different Sources of Publishing Royalties......Page 207
Publishing Royalty Comparisons......Page 208
Publishing and the Indie Artist......Page 209
Getting Your Songs Placed in Movies and Television......Page 210
Music Supervisors: The New A&R?......Page 211
The Problem with Digital Accounting......Page 212
Why Use a Publisher?......Page 213
Streaming Royalty Basics......Page 215
Noninteractive Streams......Page 217
Interactive Streams......Page 220
A Million Isn’t What It Used to Be......Page 221
The Sound Recording Royalty......Page 222
The Middleman Factor......Page 223
The Performance Royalty......Page 224
The Streaming Mechanical Royalty......Page 225
How Royalty Rates Are Set......Page 226
1 Million Spotify Streams Example......Page 227
1 Million Pandora Free-Tier Streams Example......Page 230
The Reality of the Situation......Page 233
How YouTube Videos Are Monetized......Page 234
View Variables......Page 235
YouTube and the Labels......Page 236
A YouTube Success Story......Page 237
Facebook Video......Page 238
Facebook Video Pros and Cons......Page 239
Other Video Platforms......Page 240
Chapter 14......Page 241
Developing Your Audience......Page 242
The Leader......Page 243
Growing Your Tribe......Page 244
Marketing to Your Tribe......Page 247
Sustaining Your Career......Page 248
The “1,000 True Fans” Theory......Page 249
Making a Living Is the New Success......Page 252
There’s No Such Thing as a Demo......Page 253
Major Label Deconstruction......Page 254
The Sad Case of EMI......Page 255
The Major Label of the Future......Page 256
When You Need a Label......Page 258
Getting Along in Music 4.1......Page 260
Appendix 1: Online Tools......Page 263
Appendix 2: Glossary......Page 267