The document discusses various aspects of the music industry and how artists can make money, especially through live performance. It describes the roles of management, record labels, merchandisers, publishers and other parts of the music industry. It then focuses on the live industry, explaining the roles of booking agents, promoters and ticket agents in staging live shows. Finally, it provides advice on building a fan base through gigging, social media, marketing and content in order to sell tickets, downloads and merchandise to fans.

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RE:CAP

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

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LIVE:INDUSTRY

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THE LIVE INDUSTRY
THE MUSIC INDUSTRY
LIVE INDUSTRY
Booking Agent
Promoter
Ticket Agent
Stages the gigs,
tours, festivals.
Hires event
production staff.

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THE LIVE INDUSTRY
THE MUSIC INDUSTRY
LIVE INDUSTRY
Booking Agent
Promoter
Ticket Agent
Sits between
artists and
promoter.
Negotiates deals.

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THE LIVE INDUSTRY
THE MUSIC INDUSTRY
LIVE INDUSTRY
Booking Agent
Promoter
Ticket Agent
Sells tickets.
May also provide
cash flow.

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MAKING MONEY FROM LIVE
 Monetisation of live
performance easier to
understand.
 Though live sector has
multiple revenue
streams.
 Different levels of the
live sector rely more or
less on different revenue
streams.
Tickets
Ticket commissions
Ticket resale mark-ups
Food & Drink
Other services (eg cloakroom, parking, VIP)
Sponsorship

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MAKING MONEY FROM LIVE
 An artist’s live career goes
through various stages…
 It only becomes profitable
for the artist around
theatre level.
 At grass roots the main
income actually comes
from copyright (ie PRS).
Self-promoted gigs, pay-to-play gigs
Gig & club-nights, festival new band stages
Pub/club venue touring, festival stages
Theatre venue touring, festival main stages
Arena touring, festival headline slots
Stadium touring

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SO AT THE OUTSET LIVE IS ALL ABOUT MARKETING…
BUILD FANBASE
gigging, social, media & marketing, content
UNDERSTAND FANBASE
social, analytics, interact, pre-orders
SELL
downloads, tickets, merch, subscription services, VIP

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BUILDING:FANBASE

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BUILDING FANBASE
BUILD FANBASE
gigging, social, media & marketing, content

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BUILDING FANBASE: AT THE OUTSET
BUILD FANBASE
gigging, social, media & marketing, content
GIGS &
LIVE
SOCIAL &
ONLINE
GETTING STARTED

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BUILDING FANBASE: THE BIG LAUNCH CAMPAIGN
BUILD FANBASE
gigging, social, media & marketing, content
THE BIG LAUNCH ALBUM CAMPAIGN
GIGS &
LIVE
SOCIAL &
ONLINE
MUSIC
PRESS
RADIO
& TV
ADS &
OTHER

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BUILDING FANBASE: POST-LAUNCH
BUILD FANBASE
gigging, social, media & marketing, content
GIGS &
LIVE
SOCIAL &
ONLINE
THE CONSTANT

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GOING:LIVE

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GOING LIVE
 Once you’ve cracked the songs, it’s all about building fanbase.
 Once you start building a fanbase, the industry may get interested.
 But how do you build a fanbase?
 The best tool for building fanbase is gigging.
 But how do you get a gig?
 You’re probably going to have to organise it yourself.

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GOING LIVE: QUESTIONS TO ASK
 One-off gig – or regular night?
 What venue can you use? Can you get it for free?
 What is the show going to consist of?
 Do you need to reinvent the music?
 Set? Visuals? Choreography? What’s the budget?
 Are you selling tickets? Where? How much for?
 Boring stuff: budget, security, licences, insurance.

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GOING LIVE: GETTING AN AUDIENCE
 Making sure your friends show up!
 Who else?
 Collaborating with other artists to expand reach.
 Social media – content, advertising, streaming, offers.
 Take your fans with you – email list, talk about social, free tracks.
 Also trying to influence industry.

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