Building a Successful 21St Century Music Career
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Building a Successful 21st Century Music Career Simon Cann © 2007 Thomson Course Technology, a division of Thomson Publisher and General Learning Inc. All rights reserved. No part of this book may be Manager, Thomson reproduced or transmitted in any form or by any means, Course Technology PTR: electronic or mechanical, including photocopying, recording, or Stacy L. Hiquet by any information storage or retrieval system without written permission from Thomson Course Technology PTR, except for Associate Director of Marketing: the inclusion of brief quotations in a review. Sarah O’Donnell The Thomson Course Technology PTR logo and related trade Manager of Editorial Services: dress are trademarks of Thomson Course Technology, a division Heather Talbot of Thomson Learning Inc., and may not be used without written Marketing Manager: permission. Mark Hughes All trademarks are the property of their respective owners. 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However, because of the possibility of human or mechanical error by our sources, Thomson Course Technology Interior Layout: PTR, or others, the Publisher does not guarantee the accuracy, Shawn Morningstar adequacy, or completeness of any information and is not Cover Designer: responsible for any errors or omissions or the results obtained Mike Tanamachi from use of such information. Readers should be particularly aware of the fact that the Internet is an ever-changing entity. Indexer: Some facts may have changed since this book went to press. Larry Sweazy Educational facilities, companies, and organizations interested in Proofreader: multiple copies or licensing of this book should contact the Gene Redding Publisher for quantity discount information. Training manuals, CD-ROMs, and portions of this book are also available individually or can be tailored for specific needs. ISBN-10: 1-59863-370-8 ISBN-13: 978-1-59863-370-2 eISBN-10: 1-59863-755-X Library of Congress Catalog Card Number: 2006909692 Printed in the United States of America 07 08 09 10 11 TW 10 9 8 7 6 5 4 3 2 1 Thomson Course Technology PTR, a division of Thomson Learning Inc. 25 Thomson Place ■ Boston, MA 02210 ■ http://www.courseptr.com Acknowledgments I would like to thank everyone who has been involved in the writing of this book. There are a few people I would particularly like to single out. ■ Lucy Jordache from Marillion and Derek Sivers from CD Baby, together with all of the other people I spoke to while writing this book. ■ Cathleen Snyder, Orren Merton, and the good folks at Thomson. In addition, Shawn Morningstar for the layout, Mike Tanamachi for the artwork, and Gene Redding for proofreading and finding the mathematical errors. ■ A book like this can’t go without mentioning Richard Moody and the many conversations we’ve had over many years about building communities and constructing websites. And hi to Mrs. Moody and the little Moodys too!! ■ David, Lisa, and Mae. You didn’t do anything to help with the book, but it’s always good to have you people around. iii About the Author Simon Cann is a musician and writer based in London. He worked for more than 15 years as a management consultant, where his clients included global music industry/entertainment/broadcasting companies, as well as companies in the financial services, aeronautical, pharmaceutical, and chemical industries. He is the author of Cakewalk Synthesizers: From Presets to Power User and How to Make a Noise, and he is co-author of Sample This! You can contact Simon through his website: www.noisesculpture.com. iv Contents Part I Introduction Chapter 1 Introduction 3 Your Career Begins Today . 3 Why the Emphasis on Being Proactive? I Just Wanna Play Music! . 5 How You Can Make It Happen . 7 The Commercial Imperative. 8 Adopting the Strategies Set Out in This Book . 9 Getting the Most from This Book . 10 Chapter 2 Do You Really Want a Career in Music? 17 Kick-Starting Your Career . 20 Music in the 21st Century: This Time It’s Personal . 21 An Introduction to the Business Strategy for the Musician. 22 Defining Success . 26 Chapter 3 Influences for Change and the Opportunities These Changes Bring 31 MP3s, iTunes, and Music Downloads . 32 The Expanding Market for Music in TV/Films/Games. 36 The “Collapse” of the CD Market. 38 Merchandising and Other Non-Music Income Sources . 40 Home Recording . 41 eServices. 42 American Idol/X Factor . 50 MySpace, YouTube, and Other Forms of Internet Relationships . 51 Associates’ Arrangements. 54 Ringtones. 56 Unique Ideas . 57 v vi Building a Successful 21st Century Music Career Part II The Fan Base Chapter 4 Exploiting with Integrity 61 Exploitation. 61 Why Do You Need a Fan Base? . 63 The Fans’ Expectations . 66 Communicating with Your Fan Base . 69 The Mechanics of Bulk Communication . 78 So Will You Exploit with Integrity? . 81 Chapter 5 Building and Keeping the Fan Base 83 The Conversion Process. 83 Finding Potential Fans and Building the Fan Base . 90 Losing Fans . 95 Going Global. 98 What Do You Do if You Don’t Have a Fan Base? . 99 Current Options for the Musician without a Fan Base. 100 Chapter 6 Publicity in the 21st Century 109 Active Publicity . 110 Passive Publicity . 117 Building the Perfect Website . 121 Part III The Product Chapter 7 What Do You Actually Do?!? 137 Who Are You? What Do You Do? . 137 Who Is Your Market? . 138 Is There an Audience? . 139 What Does Your Audience Want? . 141 Chapter 8 Creating and Developing the Product 145 What Is a Product? . 145 Releasing the Product . 155 Life of the Product. 156 Development Time. 159 Product Pricing . 162 Contents vii The Cost of Developing Products . 166 Making Money from Products . 172 Part IV The Nasty Commercial Bits Chapter 9 Economics 101 189 Sources of Income: How Much Can I Earn? . 190 Earnings from CD Sales. 192 On-Demand CDs. 193 Pressing Your Own CDs . 194 Record Label Deal. 199 Downloads . 218 Moving Images . 219 Merchandising . 220 Live Performances . 223 Sponsorship/Endorsements . 226 Commission. 228 Songwriting Royalties . 230 Gifts . 235 Income from Your Infrastructure. 235 Future Sources of Income. 237 Sources of Finance . 243 Costs . 252 Chapter 10 Building the Team around You 265 Structure of Your Business . 265 Picking the Team . 273 The Shareholders . 275 The Manager . 276 The Business Manager . 282 Lawyers . 284 Accountants. 286 Bankers . ..