TABLE OF CONTENTS
CHAPTER 1
BUSINESS OF MUSIC OVERVIEW
A BRIEF HISTORY OF THE BUSINESS OF MUSIC
CURRENT STATE OF THE MUSIC INDUSTRY
IDENTIFYING REVENUE STREAMS FOR ARTISTS
ADDITIONAL RESOUCES
CHAPTER 2
MUSIC PUBLISHING
COPYRIGHT
MECHANICAL LICENSE
PUBLIC PERFORMANCE
PERFORMING RIGHTS ORGANIZATIONS (PROS)
THE MECHANICAL LICENSING COLLECTIVE (THE MLC)
SOUNDEXCHANGE
SYNCHRONIZATION (OR SYNCH) LICENSE
SAMPLE LICENSE
TERMS OF A LICENSE
MUSIC PUBLISHING
A MUSIC PUBLISHING DEAL
SELF-ADMINISTERED PUBLISHING
PUBLISHING ADMINISTRATION
SONGTRUST
ADDITIONAL RESOURCES
CHAPTER 3
MUSIC CONSUMPTION & THE TEAM
THE STATE OF THE MUSIC BUSINESS
THE TEAM
• A MANAGER
• A BOOKING AGENT
• A TOUR ACCOUNTANT / TOUR MANAGER
• AN ENTERTAINMENT ATTORNEY
• A BUSINESS MANAGER
• A DIGITAL MARKETING GURU
• A MERCHANDISING MAVEN
ADDITIONAL RESOURCES
CHAPTER 4
ESTABLISHING A BUSINESS ENTITY, INTELLECTUAL PROPERTY & RAISING CAPITAL
A BUSINESS MODEL
BUSINESS ENTITIES
● SOLE PROPRIETORSHIP / PARTNERSHIPS
● LIMITED LIABILITY COMPANY (L.L.C.)
● CORPORATIONS
COPYRIGHT (REVISITED)
TRADEMARK
PATENTS
RAISING CAPITAL
KICKSTARTER
INDIEGOGO
PATREON
ADDITIONAL RESOURCES
CHAPTER 5
DEFINING YOUR AUDIENCE
DETERMINING YOUR AUDIENCE
MUSIC GENRES
THE FOUR P’s OF MARKETING
GEOTARGETING
DEMOGRAPHICS
PSYCHOGRAPHICS
OUTBOUND V.S. INBOUND MARKETING
ADDITIONAL RESOURCES
CHAPTER 6
PUBLICITY
UNDERSTANDING PUBLICITY
HOW TO BE YOUR OWN PUBLICIST
THE BIO
WHEN AND HOW TO CREATE A PRESS RELEASE
CREATING A BOILERPLATE
EMAIL MARKETING
THE MONTHLY NEWSLETTER
THE DATABASE (CRM)
ADDITIONAL RESOURCES
CHAPTER 7
YOUR DIGITAL HUB
ASSET PACKAGE
3 TYPES OF TRAFFIC
3 TYPES OF MEDIA
CONTENT MANAGEMENT SYSTEMS – (CMS)
ADDITIONAL RESOURCES
CHAPTER 8
BLOGGING & BRANDING
THE IMPORTANCE OF BLOGGING
THE IMPORTANCE OF BRANDING
ENDORSEMENT DEALS
SPONSORSHIP DEALS
CO-BRANDING
CAUSE MARKETING
THE ARTIST BRAND PROFILE (OR DECK)
ADDITIONAL RESOURCES
CHAPTER 9
SEO, CMS, GOOGLE SEARCH CONSOLE & CPC
WHAT THE F#*% IS SEO AND WHY IS IT IMPORTANT TO ME?
GOOGLE SEARCH CONSOLE
GOOGLE ANALYTICS 4
GOOGLE ADWORDS
GOOGLE ADSENSE
OPTIMIZING WEBSITE CONTENT & DESIGN
ADDITIONAL RESOURCES
CHAPTER 10
BOOKING, MARKETING SHOWS & TOURS &
THE PANDEMIC DID NOT KILL THE LIVE ENTERTAINMENT BUSINESS
CONTRIBUTOR - GARY WITT
A BRIEF HISTORY OF LIVE MUSIC VENUES
THE HISTORY OF CONCERT PROMOTION
THE KEY PLAYERS
THE PROMOTER & THE BOOKING AGENT
LIVE EVENT BOOKING
TOUR BOOKING
LIVE EVENT MARKETING
LIVE STREAMS
ADDITIONAL RESOURCES
CHAPTER 11
MAKING MONEY WITH MERCH
THE VALUE & OPPORTUNITY MERCH PRESENTS
PRINT ON DEMAND
THE MERCH TABLE
BUNDLING MERCH
MEET & GREETS
YOUR ONLINE MERCH STORE
ADDITIONAL RESOURCES
CHAPTER 12
SINGLES / SPOTIFY & DISTRIBUTION
IT’S A SINGLES WORLD
DISTRIBUTION
SPOTIFY AND THE OTHERS DIGITAL SERVICE PROVIDERS (DSPs)
● LISTENER PLAYLISTS
● SPOTIFY EDITORIAL PLAYLISTS
● ALGORITHMIC PLAYLISTS
● COLLABORATIVE PLAYLISTS
PROMOTING YOUR SINGLE
ARTWORK
SPOTIFY FOR ARTISTS
SHOPIFY FOR SPOTIFY
TICKET SALES VIA SPOTIFY
CANVAS FOR SPOTIFY
A STRATEGY FOR SPOTIFY
ADDITIONAL RESOURCES
CHAPTER 13
VISUAL & MIXED MEDIA
YOUTUBE
TIKTOK
INSTAGRAM REELS
WEB 3 AND NFTs
ADDITIONAL RESOURCES
CHAPTER 14
THE MARKETING PLAN
PROJECT OVERVIEW
TRACK LISTING
CREDITS, METADATA & DISTRIBUTION
MARKETING GOALS AND OBJECTIVES
THE TARGET AUDIENCE / ANALYTICS
SOCIAL MEDIA MARKETING
THE VIDEO
PUBLICITY
ADVERTISING
THE TEAM
THE TIMELINE
THE BUDGET
A PRACTICAL APPROACH
SINGLE RELEASES
ASSESSMENT
FOR CONSIDERATION
ADVANCE YOUR CAREER
ADDITIONAL RESOURCES
CHAPTER 15
SOCIAL MEDIA MARKETING [WELCOME TO THE JUNGLE]
(CONTRIBUTOR - CHIP SCHUTZMAN)
OVERVIEW
ONCE UPON A TIME
THE SOCIAL MEDIA PLATFORMS
LIKE A VIRGIN
IMAGING
STYLING
ARTWORK
CONTENT DEFINITION
RE-POSTS vs. REAL TIME POSTING
STRATEGY
FREQUENCY
REACH & ENGAGEMENT
ADVERTISING
THE SOCIAL MEDIA TIMELINE
THE DASHBOARD
CONCLUSION
ADDITIONAL RESOURCES
CHAPTER 16
TAXES FOR SELF-EMPLOYED ARTISTS, MUSICIANS & CREATIVES
TAXABLE INCOME
ALLOWABLE DEDUCTIONS
EMPLOYEE VS. INDEPENDENT CONTRACTOR
INDEPENDENT CONTRACTOR
WORK FOR HIRE AGREEMENT
W-2 – GETTING PAID AS AN EMPLOYEE
W9 – GETTING PAID AS A FREELANCER OR INDEPENDENT CONTRACTOR
FILING TAXES
CONCLUSION
DISCLAIMER
ADDITIONAL RESOURCES
CHAPTER 17
MUSIC INDUSTRY DATA ANALYTICS
(CONTRIBUTOR - ROBERT DIFAZIO
ACKNOWLEDGEMENT
INTRODUCTION
HISTORICAL BACKGROUND OF MUSIC INDUSTRY ANALYTICS
UNDERSTANDING DATA AND OPERATIONS
ANALYTIC DASHBOARDS
CONCLUSION
ADDITIONAL RESOURCES
CHAPTER 18
NETWORKING
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This is not the definitive book about the “music business,” however, this book addresses numerous marketing ideas and strategies you need to capitalize on in maximizing the exposure and value of your music and your brand.
First of all, we’ve highlighted numerous revenue streams facilitated through organizations in which you should register – in an effort to not leave money on the table.
Additionally, we tackle a variety of topics including: demographic segmentation, being your own best publicist, Google Search Console, live performance, single release strategy, social media, data / analytics, and taxes.
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