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

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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 viii
Contents Music Aggregators........................................................................................................................................................176 License or Distribution?.............................................................................................................................................176 Games—Hip or Hype? ...............................................................................................................................................179 The New Brick and Mortar.......................................................................................................................................180 Chapter 11. THE NEW PUBLISHING PARADIGM.....................................................................183 The Three Basic Types of Publishing Income..........................................................................................................183 The Different Sources of Publishing Royalties ......................................................................................................185 Publishing and the Indie Artist...................................................................................................................................186 Getting Your Songs Placed in Movies and Television.....................................................................................187 Music Supervisors: The New A&R?...................................................................................................................188 The Problem with Digital Accounting .....................................................................................................................189 Why Use a Publisher? .................................................................................................................................................189 Chapter 12. WHEN MUSIC IS YOUR PRODUCT.........................................................................191 Streaming Royalty Basics............................................................................................................................................192 The Different Types of Streams ................................................................................................................................193 Noninteractive Streams ......................................................................................................................................193 Interactive Streams...............................................................................................................................................196 Making Sense of Streaming Income .........................................................................................................................197 A Million Isn’t What It Used to Be ...................................................................................................................197 The Sound Recording Royalty...........................................................................................................................197 The Middleman Factor ........................................................................................................................................198 The Performance Royalty...................................................................................................................................199 The Streaming Mechanical Royalty...................................................................................................................201 How Royalty Rates Are Set .......................................................................................................................................201 Streaming Royalty Examples......................................................................................................................................202 1 Million Spotify Streams Example....................................................................................................................203 1 Million Pandora Free-Tier Streams Example ..............................................................................................205 The Reality of the Situation.......................................................................................................................................208 Chapter 13. MONETIZING VIDEO VIEWS .......................................................................................209 Monetizing YouTube.....................................................................................................................................................209 How YouTube Videos Are Monetized...............................................................................................................209 View Variables........................................................................................................................................................210 YouTube and the Labels ......................................................................................................................................211 Content ID.............................................................................................................................................................212 A YouTube Success Story ...........................................................................................................................................212 Facebook Video ............................................................................................................................................................213 ix
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Page 3 and 4: Contents INTRODUCTION..............
Page 5: Contents Chapter 5. THE NEW MARKETI
Page 9 and 10: Introduction Welcome to the fourth
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Page 15 and 16: C H A P T E R 3 The New Music Indus
Page 17 and 18: The New Music Industry THE INDUSTRY
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Music 4.1: A Survival Guide for Making Music in the Internet Age

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