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•Abbey Road To Ziggy Stardust
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TABLE OF CONTENTS
Introduction
1. The Five 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
2. How The Music World Has Changed
Who’s in Control?
Where Did The Record Stores Go?
Why Traditional Radio Is No Longer A Factor
College Radio On The Brink
Why Television Is No Longer A Factor
Even Concert Attendance Declines
The Trouble With Labels
Why Digital Music Has Failed
It’s The Music Stupid
The Death Of Artist Development
The Death Of A&R
Where the Piracy Argument Fails
3. 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 3.0
4. 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 Beiber - The Socially Made Star
5. The New Marketing - Part 1: Your Music Is Your Marketing
Your Music Is Your Marketing
The New Release Schedule
10 Music Marketing Ideas
6. The New Marketing - Part 2: The Rise Of Social Media Marketing
The New Importance of the Fan
Your Email List
Mail List Services
6 Keys To Building Your Mailing List
Designing Your Email Blast
Best Email Practices
More Is Less
Your Blog
Other Music Blogs
7. Marketing With Social Media
The Death Of MySpace
Marketing With Facebook
8 Rules Of Facebook Engagement
Best Time Of Day For Facebook Posts
Understanding The Like Button
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
Streaming Video
YouTube Measurement Tools
8. Social Media Management
10 Low Cost Hi-Tech Promotion Tips
Measuring Your Social Media Exposure
Social Media Measurement Tools
What Is 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
10 Low Cost Hi-Tech Promotion Tips
But You Still Must Hit The Streets
10 Low Cost Low-Tech Promotion Tips
9. The New Distribution
Digital, Vinyl or Bright Shiny Disc?
Digital Downloads
CD - The Bright And Shiny Disc
The Vinyl Record
Collectibles
Digital Music Distribution
Paid Downloads
iTunes
Other Digital Distributors
Amazon MP3
Ringtones
Subscription Is The New Download
Subscription Services
Getting Paid
The Digital Storage Locker (Cloud Music)
Submission Services
License or Distribution?
Games - Hip or Hype?
The New Brick and Mortar
The Many Ways To Ask For The Sale
10 Sales Tips
10. The M30 Rules For Survival
Developing Your Audience
Establishing Your Tribe
The Leader
Growing Your Tribe
Marketing To Your Tribe
Sustaining Your Career
The 1000 True Fans Theory
11. How To Make Money In Today’s Music World
Hit The Road, Jack
Swag Is Your Friend
Price It Right
The Secret To The Merch Table
Credit Card Transactions Made Easy
The New Publishing Paradigm
Why Use A Publisher?
Collecting Digital Money
Crowdfunding
The 4 Tiers Of A Crowdfunding Campaign
The 4 Rules For Crowdfunding
The Concept Of “Fuelers”
When You Need A Label
12. Music 3.1 - The Future
Major Label Deconstruction
The Sad Case Of EMI
The Sad Case Of Warner Bros.
4 Steps to a new Music Business
New Blood For The Industry
Micropayments Makes Sales A Snap
Subscription Is The New Download
A New Approach To Piracy
Interviews
Ted Cohen
Richard Feldman
Bruce Houghton
Ariel Hyatt
Thom Kozik
Gregory Markel
Rupert Perry
Ian Rogers
Ken Rutkowski
Derek Sivers
Howard Soroka
Jacob Tell
Michael Terpin
Copyright © 2012 Bobby Owsinski Media
Author - Producer
Music and Technology Advisor
“As a veteran recording artist from the golden age of the business, I was enthralled, horrified and enlightened with the insights and logical practicality in this book. Owsinski has distilled an entirely new business plan for success in the “record” business that stands virtually every convention on its head as he outlines the step-by-step efforts both new and established artists must now take to survive and flourish.”
Ainsley Hanes
