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Procesní Management Malých Hudebních Vydavatelství Diplomová Práce

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Procesní Management Malých Hudebních Vydavatelství Diplomová Práce JANÁČKOVA AKADEMIE MÚZICKÝCH UMĚNÍ V BRNĚ Hudební fakulta Katedra hudebních a humanitních věd a hudební produkce Obor Hudební produkce Procesní management malých hudebních vydavatelství Diplomová práce Autor práce: BcA. Michaela Bóková, DiS. Vedoucí práce: doc. Ing. MgA. Lucie Šilerová, Ph.D Konzultant práce: PhDr. Vladimír Hřebíček Oponenti práce: Mgr. Vít Kouřil Brno 2018 Bibliografický záznam BÓKOVÁ, Michaela. Procesní management malých hudebních vydavatelství [Process Management of Small Record Labels]. Brno: Janáčkova akademie múzických umění v Brně, Hudební fakulta, Katedra hudebních a humanitních věd a hudební produkce, 2018. s [72] Vedoucí diplomové práce PhDr.Vladimír Hřebíček. Anotace Diplomová práce „Procesní management malých hudebních vydavatelství“ aplikuje procesní styl řízení na malé firmy, jejichţ hlavními produkty jsou fyzická a digitální hudební alba. Text se snaţí popsat současné prostředí a trendy ve vydavatelském průmyslu. Jednotlivé kapitoly jsou pojaty jako detailní vhled do procesů, jeţ jsou nezbytné k úspěšné výrobě, distribuci a marketingu hudební nahrávky. V závěru práce autorka zasazuje veškeré zmiňované aktivity do projektových analýz, jejichţ předmětem je fungování nově vzniklého vydavatelství Heartcore Records v Berlíně. Annotation Diploma thesis „Process Management of Small Record Labels” applies process management on small companies, whose main products are physical and digital music albums. The text attempts to describe the contemporary environment and current trends in the music publishing industry. Chapters provide a detailed description of each part of a process that is necessary for the successful production, distribution and marketing of music recordings. In conclusion to this thesis, the author uses project management methods in real-life situations in the functioning of newly-established Berlin-based record label, Heartcore Records. Klíčová slova Hudební vydavatelství, hudební průmysl, hudební album, hudební produkce, streamovací sluţby, 360 stupňová dohoda, procesní řízení, marketing. Keywords Record labels, music industry, music album, music production, streaming services, 360 degrees deal, process management, marketing. Prohlášení Prohlašuji, ţe jsem předkládanou práci zpracovala samostatně a pouţila jen uvedené prameny a literaturu. V Brně, dne 12. 5. 2018 ……………………………… BcA. Michaela Bóková, DiS. Poděkování Ráda bych zde poděkovala PhDr. Vladimíru Hřebíčkovi za vedení této diplomové práce, Lucii Pešl Šilerové za přínosné konzultace, Kurtu Rosenwinkelovi za podporu a moţnost vhledu do problematiky hudebního vydavatelství a Rayi Jaffordovi, Gregu Osbymu, Dave Douglasovi a Petru Ostrouchovovi za sdílení informací ohledně fungování jejich hudebních vydavatelství. V Brně dne 12. 5. 2018 BcA. Michaela Bóková, Dis. Obsah ÚVOD ................................................................................................................................................ 7 STAV BÁDÁNÍ................................................................................................................................. 8 METODIKA PRÁCE A VÝZKUMNÉ OTÁZKY ........................................................................ 10 1 POJEM HUDEBNÍ VYDAVATELSTVÍ ............................................................................. 11 1.1 DEFINICE MALÝCH HUDEBNÍCH VYDAVATELSTVÍ ................................................................. 12 1.1.1 Kritéria velikosti podniků .......................................................................................... 12 1.2 ROZDÍL MEZI DOMINANTNÍM A NEZÁVISLÝM HUDEBNÍM VYDAVATELSTVÍM ......................... 14 1.3 PŘÍSTUPY MALÝCH HUDEBNÍCH VYDAVATELSTVÍ................................................................. 15 1.3.1 Shrnutí dotazníku ....................................................................................................... 18 2 POJEM PROCESNÍ MANAGEMENT ............................................................................... 19 2.1 PROCES ............................................................................................................................... 19 2.2 PRINCIPY PROCESNÍHO ŘÍZENÍ ............................................................................................. 20 2.3 ROZDÍL MEZI FUNKČNÍM A PROCESNÍM MANAGEMENTEM ..................................................... 22 2.4 VYUŢITÍ PROCESNÍHO MANAGEMENTU V HUDEBNÍCH VYDAVATELSTVÍCH ............................ 24 3 PRODUKT HUDEBNÍHO VYDAVATELSTVÍ ................................................................. 26 3.1 HISTORIE HUDEBNÍ NAHRÁVKY............................................................................................ 26 3.2 CO VYDAVATELSTVÍ NABÍZEJÍ DNES .................................................................................... 29 3.2.1 Fyzické zvukové nosiče .............................................................................................. 29 3.2.2 Digitální hudba ......................................................................................................... 30 3.2.3 Merchandising........................................................................................................... 30 4 PROCESY V HUDEBNÍM VYDAVATELSTVÍ ................................................................. 31 4.1 VÝBĚR UMĚLCE ................................................................................................................... 31 4.2 TVORBA ROZPOČTU ............................................................................................................. 31 4.2.1 Financování .............................................................................................................. 32 4.3 UZAVŘENÍ SMLOUVY ........................................................................................................... 34 4.3.1 Dohoda 360° ............................................................................................................. 34 4.3.2 Nevýhody 360° dohody .............................................................................................. 35 4.3.3 Tradiční smlouvy ....................................................................................................... 35 4.4 VZNIK UMĚLECKÉHO DÍLA ................................................................................................... 36 4.5 PRODUKCE HUDBY .............................................................................................................. 37 4.6 TVORBA VÝTVARNÉHO NÁVRHU ALBA A BOOKLET .............................................................. 38 4.7 VÝROBA FYZICKÉHO NOSIČE ............................................................................................... 39 4.8 ZAJIŠTĚNÍ AUTORSKÝCH PRÁV ............................................................................................. 39 4.8.1 Kód ISRC .................................................................................................................. 40 4.9 DISTRIBUCE FYZICKÝCH NOSIČŮ .......................................................................................... 41 4.10 DISTRIBUCE DIGITÁLNÍCH SOUBORŮ................................................................................ 42 4.10.1 Problematika streamovacích služeb ...................................................................... 44 4.11 MARKETING ................................................................................................................... 45 4.11.1 Marketingový mix ................................................................................................. 45 4.11.2 Marketingový plán ................................................................................................ 46 4.11.3 Média ................................................................................................................... 48 4.11.4 Živá vystoupení ..................................................................................................... 49 4.11.5 Branding ............................................................................................................... 49 4.12 ZÁKAZNICKÝ SERVIS ...................................................................................................... 50 5 SHRNUTÍ TEORETICKÉ ČÁSTI ....................................................................................... 52 6 PŘÍPADOVÁ STUDIE HEARTCORE RECORDS ............................................................ 53 6.1 POPIS SPOLEČNOSTI HEARTCORE RECORDS .......................................................................... 53 6.2 STRUKTURA SPOLEČNOSTI ................................................................................................... 54 6.3 VÝČET PROCESŮ V HEARTCORE RECORDS ........................................................................... 55 6.4 METODOLOGIE PROJEKTOVÉHO ŘÍZENÍ SIPOC A RACI ....................................................... 56 6.4.1 SIPOC ....................................................................................................................... 56 6.4.2 Analýza SIPOC pro výrobu a prodej alb vydavatelství Heartcore Records................ 56 6.4.3 RACI neboli Matice odpovědností .............................................................................. 59 6.4.4 Analýza RACI pro výrobu a prodej alb vydavatelství Heartcore Records ................... 59 DISKUSE ........................................................................................................................................ 63 ZÁVĚR 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