Thinking Different(ly)...The rare and valuable skills of musicianshttp://email@example.comEric JensenCornel School ofContemporary MusicMay 9, 2013
Berklee College of MusicJensen Sound ProductionsLiquid AudioEric Jensenhttp://firstname.lastname@example.org
“I saw theangel in themarble andcarved until Iset him free.”- Michelangelo
“You can be the most creative softwaredesigner in the world. But if you don’t knowhow to make money, you’re never going tohave much of a business or a whole lot ofautonomy.”- Jason Fried co-founder and CEO, 37signals
...the process of creatingvalue in a manner that isproﬁtable and sustainable.
We are living in what’scalled a “value based”economy.
“The businesses thatcontinuously create the mostvalue for a market win.”- Cooper andVlaskovits,The Lean Entrepreneur
“To me there is really no such thingas ‘the music business’. It’s businessapplied to the ﬁeld of music but it’sstill a business that operates in abroader socio-economicenvironment.”- Panos Panay, founder Sonicbids
“Musicians and artists fall into twocamps:There are those who want to besuccessful but see the artisticprocess as being incompatible withthe entrepreneurial process...”
“...Then there is another camp:They tend to be younger. Theydo not see an incompatibilitybetween the artistic andentrepreneurial.They are able tounderstand how one serves theother.”- Patrick Faucher founder, Nimbit - CIO, Presonus
“Most people can’t listenmetaphorically.If you can learn to listen and readmetaphorically, youll ﬁnd these wonderfulexamples all around you.You’ll be able toread (business) books and apply theirlessons to your music career. By doing that,youve just put yourself ahead of the 99%who dont.”- Derek Sivers founder of CD Baby
Iterative, agiledevelopment(just in time production)
Amanda Palmer Sold A$20 T-Shirt Every 30Seconds Last NightUsing Chirpify +TwitterAmanda Palmer has done itagain. Last night, usingTwitter e-commerce tool Chipify, Palmerbegan selling a $20 "StopPretending Art is Hard" t-shirtjust 24 hours after shedconceptualized it.Two hours afterlaunch, she was logging a $20sale every 30 seconds and thisisnt the ﬁrst time that Palmerhas proﬁted from a ﬂash sale onTwitter.How Amanda Palmermade $11,000 onTwitter in two hours"Being a touring musician means meeting fans,"Amanda says. "I go out and meet fans after everygig. Its important to make contact in real life and notjust online in social media like Twitter. If you dontmeet fans in real life too, then youre a fraud. If yourenot comfortable getting into the sweat with them andtalking with people at shows, then how can you do itsuccessfully online? I love connecting with fans.Speaking to people at the merchandise table afterthe show is great. I can stay there forever."
“We put a lot of cultural baggage onmoney, but really its quite a neutralindicator that youre adding value topeoples lives. Go for the paying gigs.Aim to make money from the things youcreate. By constantly focusing on this,youre focusing on being valuable!”- Derek Sivers
Some tips ondeveloping your ownvoice from saxophonistDavid Liebman...
“Transcribe yourself:In order to discover what is different and good inyour own playing transcribe something recent andlisten hard.You are bound to ﬁnd something that isnot directly related to your inﬂuences, even if it issomething minor like the tone on a certain note ofyour horn, or a certain nuance, or possibly arhythmic thing.This takes heavy analytical powersbut by now you are prepared to notice such ﬁnedetails.”
“Write exercises and compositions:Take what you hear from yourself and write tenexercises or compositional studies that manifestthe device or idea in different ways. Be creativeand try everything so that the seed that youplanted can grow cumulatively.”
“What is missing:Once you have some written material and a conceptof what you are doing check out what is missingfrom a standpoint of tension and release, opposites,balance and other musical elements. Fill in theblanks both compositionally and from the playingstandpoint.”
Seth Godin on BusinessModels1. What compellingreason exists forpeople to give youmoney? (or votesor donations)2. How do youacquire what youreselling for less thanit costs to sell it?
Seth Godin on BusinessModels3. What structuralinsulation do youhave from relentlesscommoditization anda price war?4. How will strangersﬁnd out about thebusiness and decideto becomecustomers?
Understanding the MusicIndustry Business Rules
RecordingUnderlyingcomposition(music + lyrics)PAEvery recording embodies two copyrightsWho gets thelicensing revenue?• Songwriters/Composers• PublishersWho gets thelicensing revenue?• Performers• SR Copyrightowner (usually arecord label)Sound recordingSRThis slide is recreation of a FMC image
Composition Copyright• Mechanical Royalties from record sales forcomposition used in sound recordings. Paidto publishers/composers• Performance Royalty for publicperformance on radio, television, livevenues, etc.
Sound recordingcopyright• Artist Royalty - paid to recording artist bythe record label based on contract terms• Digital streams (Pandora, satellite radio,etc.) generate royalties distributed to label,performer and sidemen• Licensing sound recording
Sync licenses• A sync license is a separate license forsynchronizing a recording with ﬁlm• Must be negotiated separately withpublisher(s) and record label• Music supervisors prefer to work withpeople who control both copyrights
“The skills it takes to make a livingas a musician are the exact sameskills it takes to be a successfulentrepreneur.”- Derek Sivers
“Musicians already have to ﬁnd goodplayers that they get along with,manage the delicate egos, keep theteam focused and moving forward.This is no different thanhiring...”
“Musicians already have to puttogether a good show thatsentertaining, draws a crowd, and growsby word-of-mouth.This is no different thanproduct development...”
“Musicians already have to hustle,network, look everywhere foropportunities, say yes ﬁrst then ﬁgure itout afterwards.This is no different thanbusiness development...”
“...and musicians already have todescribe their music in an enticing way,present an intriguing image, and winfans wherever you go.This is no different thanmarketing.”- Derek Sivers
“Forget everything and remember that itsjust real people.Theres no such thing as acrowd. Its just individuals.Talk to them.Treat them as unique individuals.Treat themas your friend, not your customer. Find outwhat they want and like. Speak with themexactly like you speak with your best friend.There should be no difference.”- Derek Sivers