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

Description

Today's music industry is constantly changing at a dizzying pace, and this Music 4.1: A Survival Guide for Making Music in the Internet Age is fully equipped to help you navigate it. Written for artists overwhelmed by the seemingly endless options of the quickly evolving Internet, this is the only book that offers a comprehensive strategy for online success. In Music 4.1 , Bobby Owsinski includes an in-depth look at the economics of streaming music, with the real information about royalties that distributors and record labels don't want you to know and that simply can't be found anywhere else. The book also looks at how revenue is generated from YouTube and other video streaming services, and it provides techniques for optimizing both videos and channels for maximum success. Also included are lists of effective tips (both high- and low-tech) and checklists with every chapter, as well as a reference list of online tools for inexpensive music and merchandise distribution, sales, marketing, and promotion. With fresh interviews from several of today's successful music industry innovators, Music 4.1 reveals new and proven pathways to success in the new paradigm of the modern music world. 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