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

276 Pages·2016·4.28 MB·English

by  Bobby Owsinski

Copyright © 2016 by Bobby Owsinski
All rights reserved. No part of this book may be reproduced in any form, without written permission,
except by a newspaper or magazine reviewer who wishes to quote brief passages in connection with a
review.
Published in 2016 by Hal Leonard Books
An Imprint of Hal Leonard Corporation
7777 West Bluemound Road
Milwaukee, WI 53213
Trade Book Division Editorial Offices
33 Plymouth St., Montclair, NJ 07042
All illustrations by Bobby Owsinski except the following: 5-1 from Shidlas; 9-2 from Square, Inc.
Printed in the United States of America
Book design by John J. Flannery
Library of Congress Cataloging-in-Publication Data
Names: Owsinski, Bobby, author.
Title: Music 4.1 : a survival guide for making music in the Internet age /
Bobby Owsinski.
Description: Montclair : Hal Leonard Books, 2016. | Series: Music pro guides
| Includes bibliographical references and index.
Identifiers: LCCN 2015047632 | ISBN 9781495045219 (pbk.)
Subjects: LCSH: Music trade--Technological innovations. | Music and the
Internet. | Internet marketing.
Classification: LCC ML3790 .O968 2016 | DDC 780.68/8--dc23
LC record available at http://lccn.loc.gov/2015047632
www.halleonardbooks.com
Contents
INTRODUCTION
Bobby Owsinski Bibliography
Bobby’s Online Coaching Programs
Bobby’s Online Connections
Chapter 1. THE LIFE STAGES OF THE MUSIC INDUSTRY
Music 0.5: The Precursor Business
New Technology Drives the Business
Music 1.0: The Original Music Business
A Look Inside the Original Music Business
Music 1.5: The Suits Take Over
The Rise of MTV
The Farm Teams Disband
Music 2.0: Enter the Digital Age
P2P Makes Its Mark
Piracy Takes Another Form
Music 2.5: Digital Music Is Monetized
Enter the 360 Deal
Music 3.0: The Dawn of Artist/Fan Communication
Music 3.5: YouTube Becomes the New Radio
YouTube Exposure Becomes Universal
Streaming Catches On
Music 4.0: Streaming Becomes Profitable
Music 4.1: The Business Model Changes
Chapter 2. HOW THE MUSIC WORLD HAS CHANGED
Who’s In Control?
Where Did the Record Stores Go?
Why Traditional Radio Is No Longer the Factor It Once Was
College Radio on the Brink
Why Television Is No Longer a Factor
The Trouble with Labels
Where Digital Music Has Failed
It’s the Music, Stupid
The Death of Artist Development
The Piracy Argument Dissipates
Chapter 3. THE NEW MUSIC INDUSTRY
The Music Industry Is Not Dying
The New Radio
Internet Radio
The Connected Car
Satellite Radio
What Is Radio’s Future?
The New Television
The Effect of YouTube
YouTube Gets Challenged
The Broadcast Alternatives
The Connected TV
The New Players
Management
The Promoter
The New Record Label
The New Audience
Enter Music 4.1
Chapter 4. THE NEW MASTERS OF THE DOMAIN
Seth Godin’s Tribes
Radiohead’s Grand Experiment
The Wisdom of Trent
Josh Freese’s Multitiered Humor
Chris Anderson’s Long Tail
Irving Azoff’s Steel Fist
Sanctuary’s Blueprint
Justin Bieber—The Socially Made Star
Amanda Palmer—The Social Celebrity
Psy—The Viral Star
Macklemore and Ryan Lewis—Turning the Record Label Paradigm Around
Jack & Jack Shift the Release Schedule
Chapter 5. THE NEW MARKETING—PART 1
Your Music Is Your Marketing
The New Release Schedule
Ten Music Marketing Ideas
Chapter 6. THE NEW MARKETING—PART 2
The New Importance of the Fan
The New Artist Online Strategy
A Typical Artist Website
The Steps to a Successful Online Strategy
Your Most Important Tool—Your Email List
Mail List Services
Six Keys to Building Your Mailing List
Designing Your Email Blast
Best Email Practices
More Is Less
Another Useful Online Tool—Your Blog
Other Music Blogs
Chapter 7. MARKETING WITH SOCIAL MEDIA
The Death of MySpace
Marketing with Facebook
Eight Rules of Facebook Engagement
Best Time of Day for Facebook Posts
Understanding the “Like” Button
Facebook Ads
Marketing with YouTube
Essential YouTube SEO
The Half-Life of a Viral Video
Making Money from YouTube
Real-Time Streaming Video
YouTube Measurement Tools
Marketing with Twitter
The Secret of the Hashtag
The Best Time to Tweet
Twitter Tools
Google+
Hangouts
Chapter 8. SOCIAL MEDIA MANAGEMENT
Measuring Your Social Media Exposure
Social Media Measurement Tools
Advanced Social Media Analytical Tools
What Is a Brand?
The Three Pillars of a Brand
Five Easy Steps to Creating Your Brand
A Quick Look at Sponsorship
Other Avenues for Social Media
Don’t Depend on Your Social Network
There’s More to Social Networking than Facebook
Ten Low-Cost, High-Tech Promotion Ideas
But You Still Must Hit the Streets
Ten Low-Cost, Low-Tech Promotion Ideas
Chapter 9. MAKING MONEY IN TODAY’S MUSIC WORLD
Hit the Road, Jack
Merch Is Your Friend
Price It Right
The Secret to the Merch Table
Credit Card Transactions Made Easy
The Many Ways to Ask for the Sale
Crowdfunding
The Four Tiers of a Crowdfunding Campaign
The Five Rules for Crowdfunding
The Concept of “Fuelers”
Chapter 10. THE NEW DISTRIBUTION
Digital, Vinyl, or Bright, Shiny Disc?
Music Format Pros and Cons from the Artist’s Standpoint
Digital Streaming
Digital Downloads
CD—The Bright and Shiny Disc
The Round Piece of Plastic Known as the Vinyl Record
Could the Cassette Make a Return?
Collectibles
Digital Music Distribution
Paid Downloads
Streaming Is the New Download
The Digital Storage Locker (Cloud Music)
Music Aggregators
License or Distribution?
Games—Hip or Hype?
The New Brick and Mortar
Chapter 11. THE NEW PUBLISHING PARADIGM
The Three Basic Types of Publishing Income
The Different Sources of Publishing Royalties
Publishing Royalty Comparisons
Publishing and the Indie Artist
Getting Your Songs Placed in Movies and Television
Music Supervisors: The New A&R?
The Problem with Digital Accounting
Why Use a Publisher?
Chapter 12. WHEN MUSIC IS YOUR PRODUCT
Streaming Royalty Basics
The Different Types of Streams
Noninteractive Streams
Interactive Streams
Making Sense of Streaming Income
A Million Isn’t What It Used to Be
The Sound Recording Royalty
The Middleman Factor
The Performance Royalty
The Streaming Mechanical Royalty
How Royalty Rates Are Set
Streaming Royalty Examples
1 Million Spotify Streams Example
1 Million Pandora Free-Tier Streams Example
The Reality of the Situation
Chapter 13. MONETIZING VIDEO VIEWS
Monetizing YouTube
How YouTube Videos Are Monetized
View Variables
YouTube and the Labels
Content ID
A YouTube Success Story
Facebook Video
Facebook Video Pros and Cons
Other Video Platforms
Chapter 14. THE MUSIC 4.1 RULES FOR SURVIVAL
Developing Your Audience
Establishing Your Tribe
The Leader
Growing Your Tribe
Marketing to Your Tribe
Sustaining Your Career
The “1,000 True Fans” Theory
Chapter 15. LIVING IN MUSIC 4.1
Making a Living Is the New Success
There’s No Such Thing as a Demo
Major Label Deconstruction
The Sad Case of EMI
WMG Changes Hands
The Major Label of the Future
When You Need a Label
Getting Along in Music 4.1
Appendix 1: Online Tools
Appendix 2: Glossary