The document presents a talk by Keith Hatschek at the Digital Music Summit, discussing the concept of a portfolio career in the music industry, where artists manage multiple income streams and define their own success. It contrasts traditional music industry models with today's environment where technology enables self-production and direct audience engagement. Key advice includes developing skills, building networks, and prioritizing meaningful work in the music field.

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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