An introduction to the concept of portfolio careers in music, which allow a musician to develop multiple projects and income streams to support his or her life in music. Presented at the Mission College Digital Music Summit in November 2014 by Keith Hatschek, author of "How to Get a Job in the Music Industry"
1. Presented by Keith Hatschek
Digital Music Summit
Mission College
Saturday, Nov. 1, 2014
PORTFOLIO MUSIC CAREERS
2. What is a Portfolio Career?
You are in charge – you determine your
activities and direction
Work with others to achieve common goals
Multiple areas of activity and streams of
income – you don’t have “one job; one boss”
Self-manage and prioritize your work to build
a sustainable financial model
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3. Drivers for Change
Old Industry Model Today’s Music Industry
“Scarcity” model of music access Music is everywhere – the “Long Tail”
A few companies were “gatekeepers” Anyone can become a music label
Tools of Music Production expensive Your laptop is the studio
Music Distribution controlled by
TuneCore, CDBaby, Orchard, etc.
“majors”
Hits Fueled Investment in New Artists Artists Largely Self-Financed
Pushing New Music to Consumers Engaging Fans in a Two-way
conversation
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4. Your Dad’s Band
Form band, practice their butts off
Cut a demo ($$)
Shop demo, get rejections, more demos,
eventually get signed to record deal
Make a record – then tour and if songs become
“hits” . . .
Make share of income (around 10%) after you
pay label back recording and promotion $$$
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5. Your Band or Project
Learn music and media production
Write and record your tunes
Share your music freely
Build your audience one fan at a time
Conversations w/audience around all aspects
of music making
Clout in the age of social and digital media =
being able to guarantee butts in seats
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6. The “Big Idea”
In old model, someone else:
Defined success
Confirmed when you were ready for prime time
In today’s music biz, you:
Define what it means to be successful
Decide when your music is ready to share
As your career develops, you are in charge of
where you go, what you do, how you grow
Do this well enough, and the majors may be
begging to partner with you
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7. Creating a Life in Music
You have to become very skilled at one or
more facets of music creation:
Recording
Mixing
Performing
Writing (song, lyrics, beats)
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8. Key Personal Traits
Successful portfolio musicians demonstrate:
Great time management skills
Excellent interpersonal skills
Outstanding organizational skills
These help define who you are and why
others want to partner with you!
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9. Getting Started
Do a Skills Inventory – what do you know how
to do?
Ask what really excites and interests you?
Think about how you can help connect others
through your projects
Can you also enrich your local community?
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10. Develop
a Network of Partners
Like minded music makers
Business and communication folks
Learn all you can about the new music
industry and its creative pathways
Always respect and appreciate your fans
“I view the audience as the fifth member of our quartet.”
– Dave Brubeck
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11. Food, Clothing, Shelter &
Gear
Lottery probably not an option
Old concept – “day gig” was drudgery, dying
to escape it
New concept – find meaningful work that can
enhance your skills to create and promote
your music
Example: work in social media for a non-profit
or music products company
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12. One Man/Woman Company
Write, create your music
Perform your music
Produce your music
Distribute your music (label)
Market your music
Build your audience, earn their support ($)
Tour, promote, engage, & be thankful to fans
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13. Benito Cortez
Portfolio Artist
Jazz violinist, Dan Hicks and the Hot Licks
Sideman for other artists (gypsy jazz
specialist)
Violin store staff member
Private violin instructor
Music products inventor
Electrical engineering work (from time to
time)
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14. Questions & Discussion
Resources
Echoes: Insight for Independent Artists blog
DIY Musician blog at CD Baby.com
www.billboardbiz.com
Books
How to Get a Job in the Music Industry
The Golden Moment: Recording Secrets of the Pros
Beyond Talent: Creating a Successful Career in Music
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