Music 4.0: A Survival Guide for Making Music in the Internet Age

252 Pages·2014·5.6 MB·English

by  Bobby Owsinski

Copyright © 2014 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 2014 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
Printed in the United States of America Book design by Stephen Ramirez
Book composition by Bill Gibson Library of Congress Cataloging-in-Publication Data
Owsinski, Bobby.
Music 4.0 : a survival guide for making music in the Internet age / Bobby Owsinski.
pages cm. -- (Music pro guides)
ISBN 978-1-4803-5514-9 (alk. paper)
1. Music trade--Technological innovations. 2. Music trade--Computer network resources. 3. Music and the Internet. 4. Internet
marketing. I. Title.
ML3790.O9683 2014
780.68'8--dc23
2014006752
www.halleonardbooks.com
Contents
Introduction
Other Books by Bobby Owsinski
Bobby Owsinski Online
CHAPTER ONE. 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
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
Streaming Catches On
Music 4.0—Streaming Becomes Profitable
CHAPTER TWO. 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 THREE. 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
The Broadcast Alternatives
The Connected TV
The New Players
Management
The Promoter
The New Record Label
The New Audience
Enter Music 4.0
CHAPTER FOUR. The New Masters of the Domain
Seth Godin’s Tribes
Radiohead’s Grand Experiment
The Wisdom of Trent
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
The New World of Label Services
CHAPTER FIVE. The New Marketing—Part 1
Your Music Is Your Marketing
The New Release Schedule
Ten Music Marketing Ideas
CHAPTER SIX. The New Marketing—Part 2
The New Importance of the Fan
Your Email List
Mail List Services
Six Keys to Building Your Mailing List
Designing Your Mail Blast
Best Email Practices
More Is Less
Your Blog
Other Music Blogs
CHAPTER SEVEN. Marketing with Social Media
The Death and Rebirth of MySpace
Marketing with Facebook
Eight Rules of Facebook Engagement
Best Time of Day for Facebook Posts
Understanding the “Like” Button
Facebook Ads
Google+
Marketing with Twitter
The Secret of the Hashtag
The Best Time to Tweet
Twitter Tools
Marketing with YouTube
YouTube SEO
The Half-Life of a Viral Video
Making Money from YouTube
Streaming Video
YouTube Measurement Tools
CHAPTER EIGHT. 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
I’m with the Brand
Sponsorship
Other Avenues for Social Media
Don’t Depend on Your Social Network
There’s More to Social Networking than Facebook
Ten Low-Cost, Hi-Tech Promotion Ideas
But You Still Must Hit the Streets
Ten Low-Cost, Low-Tech Promotion Ideas
CHAPTER NINE. The New Distribution
Digital, Vinyl, or Bright, Shiny Disc?
Music Format Pros and Cons from the Artist’s Standpoint
Digital Downloads
Digital Streaming
CD—The Bright and Shiny Disc
The Vinyl Record
Collectibles
Digital Music Distribution
Paid Downloads
Subscription Is the New Download
The Digital Storage Locker (Cloud Music)
Music Aggregators
License or Distribution?
Games—Hip or Hype?
The New Brick-and-Mortar
The Many Ways to Ask for the Sale
Ten Sales Tips
CHAPTER TEN. The Music 4.0 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 ELEVEN. How to Make Money in Today’s Music World
Hit the Road, Jack
Swag Is Your Friend
Top Ten Merch Pieces with the Best Margins
Price It Right
The Secret to the Merch Table
Credit Card Transactions Made Easy
When Music Is Your Product
The Different Types of Streams
The New Publishing Paradigm
The Problem with Digital Accounting
Why Use a Publisher?
Making Sense of Streaming Income
Crowdfunding
The Four Tiers of a Crowdfunding Campaign
The Four Rules for Crowdfunding
The Concept of “Fuelers”
CHAPTER TWELVE. Living in Music 4.0
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 4.0
CHAPTER THIRTEEN. Interviews
Dae Bogan
Richard Feldman
Larry Gerbrandt
Shan Dan Horan
Bruce Houghton
Ariel Hyatt
Gregory Markel
Rupert Perry
Jacob Tell
Michael Terpin
Dan Tsurif
Appendix 1. Online Tools
Band-Oriented Platforms
Blogs
Crowdfunding
Facebook
Mailing Lists
Measurement
Merchandise
Music Blogs
Publishing
Social Media Management
Streaming Video
Surveys
Twitter
YouTube
Appendix 2. Glossary