Home Page Icon
Home Page
Table of Contents for
III. The Product
Close
III. The Product
by Simon Cann
Jumpstart Your Music Career
Copyright
Acknowledgments
About the Author
Get Connected
I. Getting Started
1. First Principles
Do You Really Want a Career in Music?
Fundamentals
An Introduction to the Business Strategy for the Musician
Why Adopt a Business Strategy?
Your Guarantee of Success
Defining Success
Why the Emphasis on Being Proactive? I Just Wanna Play Music!
Own the Relationship
Economies of Small
Control
The Commercial Imperative
Adopting the Strategies Set Out in This Book
Getting the Most from This Book
Changing Times
Regional Variations
What This Book Does Not Cover
Things You Don’t Understand
Scalability
Products and Services
Onward...
II. The Fan Base
2. Building and Keeping Your Fan Base
Exploiting with Integrity
What Can Your Fan Base Do for You?
Income
Credibility
Power and Influence
Support at Gigs
New Fans
Radio/TV Coverage/Chart Position
Your Fans’ Expectations: What Can You Do for Your Fan Base?
Communicating with Your Fan Base
Communicate the Way Your Fans Communicate
Making Communication a Two-Way Dialogue
How Should You Communicate?
The Social Networks
Video
SMS/Text Message to Cell/Mobile Phones
Email
Mail
What Should You Communicate?
Mind Your Language
The Mechanics of Bulk Communication
Mechanics of Social-Network Communication
Mechanics of Bulk SMS/Text Communication
Mechanics of Bulk Email Communication
Mechanics of Sending Out Letters in Bulk
So Will You Exploit with Integrity?
Building and Keeping the Fan Base in Practical Terms
The Conversion Process
Generating Interest so That People Come to You
Developing Interest into a Fan
Deriving Income from Your Fans
Spending Money Directly
Advertising
Keeping Fans Happy
Finding Potential Fans and Building the Fan Base
Family and Friends
Social Networks
Website
Gigs
Press, Broadcasting, and Blogs
Losing Fans
Bad Things You Can Do with Your Contacts
Bad Things You Can Do with Your Website
Other Bad Things You Might Do
What Do You Do if You Don’t Have a Natural Fan Base?
Non-Performing Musicians: Products
Non-Performing Musicians: Create an Act
Publicity
Active Publicity
Advertising
Search Advertising
Display Advertising
Promotion
The Role of PR
Other Forms of Publicity
3. Your Presence on the Web
Passive Publicity
Creating Value for Other People
The Motivation to Share
The Sharing Ecosystem
How to Be Present on the Web
Who’s Talking about You?
Alerts
@ mentions and #hashtags
Web Analytics
Inbound Links
The Social Networks
Twitter
Facebook
Orkut
Buzz
YouTube
Flickr
Which to Join?
What to Post?
Helping People Who Are Looking for You
Getting Picked Up by Search Engines
Make It Easy to Share Your Content
Helping People Who Want to Find Out More about You
Participate in Other Communities
Other Websites/Communities That Have Information about You
Building the Perfect Website
The Need for Speed
Easy to Navigate
Navigation from the Home Page
Navigation Bars
Structuring the Navigation
Alternatives to Navigation Bars
Amount of Information on a Page
Does It Promote You?
Visual Impact
Things That Frustrate Your Viewers
Choosing a URL
But Where’s the Interaction?
How to Build Your Website
Now That You’ve Got the Fan Base, What Are You Going to Do with Them?
III. The Product
4. Creating Products: Generating Income
Doing the Arithmetic
Opportunities for Income
Music
Digital Downloads: MP3s and iTunes
CDs
On-Demand Delivery
Fulfillment Services
Music for TV/Films/Games
Songwriting and Performing Royalties
Ringtones
Video
Live Performance
Advertising
Merchandising and Other Non-Music Income Sources
Associates’ Arrangements
Choosing the Right Product
Who Are You? What Do You Do?
Who Is Your Market?
Is There an Audience?
What Does Your Audience Want?
Tuning Your Act to Fit Your Audience
Evolution
Renewing Audience
Maturing Audience
Getting Stale
Logistics of Creating Products
5. The Logistics of Creating and Developing Products
What Is a Product?
Product Process: From Creation, through Development, to Market
Product Development
Manufacturing
Marketing
Distribution and Delivery
After-Sales Service
Developing the Product
Size of the Product Range
Which Products Do You Need? Setting Your Priorities
Market Testing
Making Your Product the Best You Can
Releasing the Product
Product Renewal
Development Time
Planning
Critical Path
Logistics of Product Development
Product Pricing
The Cost of Developing Products
Time Is Money
The Profit Margin on Products
The Cost of Developing Your New Product
Manufacturing Costs
Marketing Expenses
Distribution and Delivery Costs
After-Sales Service: The Hidden Costs
Making Money from Products
The Number of Products You Sell
The Profit per Product
Profit Levels
Expenditure
Break-Even Point on a Project
Profitability
Hard-Core Finances
IV. The Nasty Commercial Bits
6. Economics 101
Sources of Income: How Much Can I Earn?
Earnings from Music
Downloads
Getting into the Download Stores
Your Own Download Solution
Subscription Services
Ringtones
CD Sales
On-Demand CDs
Pressing Your Own CDs
CD Sales with a Record Label
Size of Record Label and Your Status in the Industry
Type of Deal
Exclusive Recording Contract
Production Deals
Demo Deal
Other Types of Deals
Licensing Deal
Joint Venture
Pressing and Distribution Agreement
Clawbacks under Recording Contracts
Advances
Producer and Recording Costs
Overseas Sales
Container Charges
Breakages
New Technologies
Promotional and Free Copies
Cross-Collateralization
Videos
Independent Promotion and Other Specialized Marketing Activities
Tour Support
So What Will I Actually Get Paid under a Recording Contract?
Royalty Percentage: Percentage of What?
Example of Possible Royalties
Moving Images
DVD (and Video)
Synchronization Fees
Merchandising
Live Performances
Sponsorship/Endorsements
Commission
Songwriting Royalties
Mechanical Royalties: How Much Do I Get from Writing Songs?
U.S. and Canada Mechanical Royalties
Rest-of-the-World Mechanical Royalties
Performance Royalties: How Much Do I Get from Writing Songs?
Collecting Songwriting Royalties
Gifts
Income from Your Infrastructure
Sources of Finance
What Are You Getting? What Are You Giving Up?
Loans
Equity
Initial Financing
The Fan Base as a Source of Finance
Banks
Business Angels and Private Investors
Venture Capital
Business Partners
What Sort of Investment Should I Go For?
Drawing Up a Business Plan
Main Headings in Your Business Plan
Assumptions
The Need to Suffer Pain
Costs
Record-Label Expenses
Property Costs
Computer Costs
Taxes
Dividends
Getting the Product to the Customer
Advertising
The Cost of Hiring Staff
So What Do I Get Paid?
7. Your Pay Packet
The Cat-Food Years
The Income Stream
“Conventional” Highly Successful Career Income Stream
“New” Style Income Stream
How Much Money Do You Need?
Tax
Pensions and Retirement Funds
Betting on Your Life
How Much Does an Annuity Cost?
How Much Do I Need to Invest?
Some People Just Earn Less Than Others
End of Commercial Boot Camp
V. Putting the Theory into Practice
8. Building the Team around You
Structure of Your Business
Key Functions That Need to Be Performed
Separate the Goals to Be Achieved from How You Achieve Your Goals
The Right People at the Right Time
So Who Does What?
The Shareholders and the Board
The Management Team
The Workforce
Advisers
Picking the Team
Does the Team Work Together?
Hiring the Right People
Finding the Person Who Actually Does the Work
Errors and Omissions
The Shareholders
The Manager
What Can a Manager Do to Help You?
Strategy
Business Administration
Representation
Who Should You Get as a Manager?
What Does a Manager Charge?
The Business Manager
What Does a Business Manager Do?
What Does a Business Manager Charge?
Risks in Hiring a Business Manager
Lawyers
Which Lawyer Should You Appoint?
How Much Do Lawyers Charge?
Accountants
Bankers
Booking Agents/Promoters
Booking Agents
Promoters
Alternatives to Booking Agents and Promoters
Merchandising
Record Company
Publishers
Putting the Team to Work
9. Developing Your Own Career Plan
The Jigsaw Puzzle of Your Career
A Question of Scale
Reducing Risks and Increasing the Certainty of a Sustained Career
The Arc of Your Career
Preparation for Your Career
First Public Outings: Accelerated Learning
Soliciting Feedback
(Not) Building a Career on the Web
Setting Up Your Web Presence
Live Performances
Releasing a CD
Funding
Accelerated Learning
Turning Pro
How Do You Know When You’re Ready to Turn Professional?
Making the Transition
Marketing
Keep On Keeping On
Generating Income
Non-Performing Artists
Building the Business: Opening an Office
Raising Money for Investment
People
Places
Processes: Getting Your Product to Your Customers
Manager
Increasing Income: Increasing Profitability
Increasing the Product Range
Licensing Deals
Expanding the Fan Base
Increased Risks
Superstar Status
Managing the Downward Path
The Start of the Downward Path
Maintenance Not Growth
Publishing Income
Other Sources of Income
And to Conclude
Search in book...
Toggle Font Controls
Playlists
Add To
Create new playlist
Name your new playlist
Playlist description (optional)
Cancel
Create playlist
Sign In
Email address
Password
Forgot Password?
Create account
Login
or
Continue with Facebook
Continue with Google
Sign Up
Full Name
Email address
Confirm Email Address
Password
Login
Create account
or
Continue with Facebook
Continue with Google
Prev
Previous Chapter
3. Your Presence on the Web
Next
Next Chapter
4. Creating Products: Generating Income
Part III. The Product
Add Highlight
No Comment
..................Content has been hidden....................
You can't read the all page of ebook, please click
here
login for view all page.
Day Mode
Cloud Mode
Night Mode
Reset