The slides from the CMU:DIY x UD Industry Takeover Seminar called 'Making & Monetising Video Content' looking at how video and YouTube fits into a new artist's grand plan.

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RE:CAP

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HOW DO YOU MAKE MONEY FROM MUSIC?
INTELLECTUAL PROPERTY
LIVE PERFORMANCE
FAN RELATIONSHIP

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MEET THE MUSIC INDUSTRY
THE MUSIC INDUSTRY
MANAGEMENT (+ lawyer and accountant)
MUSIC RIGHTS
Record Label
Merchandiser
Music Publisher
LIVE INDUSTRY
Booking Agent
Promoter
Ticket Agent
FAN BUSINESS
Direct To Fan
Brand Agency

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WHAT DO WE MEAN BY DIY?
 Artist community has talked a lot about ‘DIY’ in the last decade.
 Because digital channels make it easier to distribute and engage.
 And labels sign new artists later – so you have to DIY at the start.
 But we don’t really mean ‘do it yourself’.
 There isn’t time – and you’ll need other talents on your team.

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WHAT’S THE END GAME?
 Some artists see DIY as the end game – they want full control.
 But most DIY artists still ultimately want to get signed.
YOUR CAREER
MANAGEMENT
AGENT
LABEL DISTRIBUTOR
PUBLISHER

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MEET THE MUSIC INDUSTRY (AGAIN)
THE MUSIC INDUSTRY
MANAGEMENT (+ lawyer and accountant)
MUSIC RIGHTS
Record Label
Merchandiser
Music Publisher
LIVE INDUSTRY
Booking Agent
Promoter
Ticket Agent
FAN BUSINESS
Direct To Fan
Brand Agency

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LABEL PROVIDES
 Advance.
 Production costs for debut album.
 Marketing costs for debut album.
 Distribution of physical and digital content.
 Rights management.
 Contacts, influence, negotiating power.
 Artist development and support.

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LABEL WANTS
 Investment launches artist, but label makes demands.
 Exclusivity for set period (number of albums).
 Ownership of sound recordings – normally outright.
 Pays royalty – BUT only after recoupment.
 So initially no income from recordings – except 50% of PPL.
 Royalty depends on deal – usually a minority split.
 Label allowed to make future deductions for ongoing costs.

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MAKING:VIDEO

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MUSIC VIDEO: WHERE WE’RE AT…
 The video has been a key part of the music mix for decades.
 Became important marketing tool in 1980s because of MTV.
 But arguably more important than ever.
 Mainly because of…

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MUSIC VIDEO: WHERE WE’RE AT…
The biggest streaming music platform in the world!

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YOUTUBE IS MULTIPLE THINGS…
a streaming
service
a publishing
platform
a promotional
platform
a media
platform
a non-
commercial
licensing
platform

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SETTING UP A YOUTUBE CHANNEL
 New artists probably need a YouTube channel.
 Which means you need to create video content.
 You should look to monetise your channel –
even though income will likely be modest.
 A distributor can also get you access to Content ID –
which means you can make money when other people use
your music in their videos.

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SETTING UP A YOUTUBE CHANNEL
 What content can you put on your channel?
 Audio with static images or slide show?
 Can you make videos to go with your key tracks?
 But successful YouTube channels update regularly.
 What other content could you create?
 There is more to music video than the ‘music video’.

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SETTING UP A YOUTUBE CHANNEL
 YouTube is principally a marketing channel at the outset.
 But you also need to market your channel!
 How can you drive people to your content?
 How can you use your channel to drive traffic to other
channels to capture data and upsell?

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AND WHAT CAN WE LEARN FROM THE YOUTUBERS?

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BUT REMEMBER – IT’S NOT JUST YOUTUBE!

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CMU
cmusignup.com
CMU
cmudiy.com
CMU
cmuinsights.com
CMUdiy.com

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