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

Contents
Chapter 8. SOCIAL MEDIA MANAGEMENT .................................................................................129
Measuring Your Social Media Exposure...................................................................................................................131
Social Media Measurement Tools ......................................................................................................................132
Advanced Social Media Analytical Tools...........................................................................................................133
What Is a Brand?..........................................................................................................................................................134
The Three Pillars of a Brand...............................................................................................................................135
Five Easy Steps to Creating Your Brand...........................................................................................................135
A Quick Look at Sponsorship ...........................................................................................................................137
Other Avenues for Social Media...............................................................................................................................138
Don’t Depend on Your Social Network..................................................................................................................138
There’s More to Social Networking than Facebook ....................................................................................140
Ten Low-Cost, High-Tech Promotion Ideas...........................................................................................................141
But You Still Must Hit the Streets.............................................................................................................................143
Ten Low-Cost, Low-Tech Promotion Ideas............................................................................................................144
Chapter 9. MAKING MONEY IN TODAY’S MUSIC WORLD ...............................................147
Hit the Road, Jack.........................................................................................................................................................147
Merch Is Your Friend ...................................................................................................................................................149
Price It Right..........................................................................................................................................................151
The Secret to the Merch Table..........................................................................................................................152
Credit Card Transactions Made Easy ...............................................................................................................152
The Many Ways to Ask for the Sale.........................................................................................................................155
Crowdfunding ...............................................................................................................................................................156
The Four Tiers of a Crowdfunding Campaign................................................................................................157
The Five Rules for Crowdfunding.....................................................................................................................158
The Concept of “Fuelers”...................................................................................................................................158
Chapter 10. THE NEW DISTRIBUTION.............................................................................................161
Digital, Vinyl, or Bright, Shiny Disc?...........................................................................................................................162
Digital Streaming...................................................................................................................................................163
Digital Downloads................................................................................................................................................164
CD—The Bright and Shiny Disc.......................................................................................................................166
The Round Piece of Plastic Known as the Vinyl Record .............................................................................167
Could the Cassette Make a Return? ................................................................................................................168
Collectibles....................................................................................................................................................................169
Digital Music Distribution ..........................................................................................................................................169
Paid Downloads ....................................................................................................................................................170
Streaming Is the New Download......................................................................................................................172
The Digital Storage Locker (Cloud Music).....................................................................................................175
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