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Thinking Different(ly)...
The rare and valuable skills of musicians
http://ewjensen.com
eric@ewjensen.com
Eric Jensen
Cornel School of
Contemporary Music
May 9, 2013
Berklee College of Music
Jensen Sound Productions
Liquid Audio
Eric Jensen
http://ewjensen.com
eric@ewjensen.com
“I saw the
angel in the
marble and
carved until I
set him free.”
- Michelangelo
“You can be the most creative software
designer in the world. But if you don’t know
how to make money, you’re never going to
have much of a business or a whole lot of
autonomy.”
- Jason Fried co-founder and CEO, 37signals
You are the CEO of
your career.
What is “business”
anyway?
...the process of creating
value in a manner that is
profitable and sustainable.
We are living in what’s
called a “value based”
economy.
“The businesses that
continuously create the most
value for a market win.”
- Cooper andVlaskovits,
The Lean Entrepreneur
“To me there is really no such thing
as ‘the music business’. It’s business
applied to the field of music but it’s
still a business that operates in a
broader socio-economic
environment.”
- Panos Panay, founder Sonicbids
“Musicians and artists fall into two
camps:
There are those who want to be
successful but see the artistic
process as being incompatible with
the entrepreneurial process...”
“...Then there is another camp:
They tend to be younger. They
do not see an incompatibility
between the artistic and
entrepreneurial.They are able to
understand how one serves the
other.”
- Patrick Faucher founder, Nimbit - CIO, Presonus
How do musicians
create value?
What can we learn by
thinking metaphorically;
studying entrepreneurship
and business practices in
other industries?
How do our skills
transfer to other
working environments?
What does it take to
create a meaningful and
successful career?
Rule #1: Don’t Follow
Your Passion
Passion is a side-effect of mastery
Self-Determination
Theory (SDT)
Autonomy
Competence
Relatedness
Rule #2: Be So Good
They Can’t IgnoreYou
(Or, the Importance of Skill)
Career Capital
Developing “rare and
valuable” skills.
Deliberate Practice
Deliberate Practice
What if you identified key
aspects of your personal
and professional life and
broke these down into
concrete skills that could
be learned?
Jeff Beal
Rule #3:Turn Down a
Promotion
(Or, the Importance of Control)
Rule #4:Think Small,
Act Big
(Or, the Importance of Mission)
Making a great product
Identify need/problem
Create an innovative solution
Check business model
Execute
Artists often create the product
first and then figure out how to
make money with it later....
photo by Giovanni Gallucci
Segment-Centric
Problem-Centric
Technology-Centric
Product-Centric
“Your product is only as
good as the problem it’s
solving and its suitability to
the segment.”
- Cooper &Vlaskovits
Singer-
Songwriter
Jonathan
Coulton:
“Code Monkey”
- the anthem for
geek culture.
“Creating value” with music
Creative
Collaboration
Product or
Experience
Business to
Business
• Sideman
• Session
musician
• Composer
• Recordings
• By-products
• Performing
• Teaching
• Licensing/
advertising
• Business
partnerships
• Record deals
Learning to think
metaphorically
“Most people can’t listen
metaphorically.
If you can learn to listen and read
metaphorically, you'll find these wonderful
examples all around you.You’ll be able to
read (business) books and apply their
lessons to your music career. By doing that,
you've just put yourself ahead of the 99%
who don't.”
- Derek Sivers founder of CD Baby
The Lean Startup:
Build-Measure-Learn
MinimumViable
Product
(MVP)
Validated Learning
Iterative, agile
development
(just in time production)
Amanda Palmer Sold A
$20 T-Shirt Every 30
Seconds Last Night
Using Chirpify +
Twitter
Amanda Palmer has done it
again.  Last night, usingTwitter e-
commerce tool Chipify, Palmer
began selling a $20 "Stop
Pretending Art is Hard" t-shirt
just 24 hours after she'd
conceptualized it.Two hours after
launch, she was logging a $20
sale every 30 seconds and this
isn't the first time that Palmer
has profited from a flash sale on
Twitter.
How Amanda Palmer
made $11,000 on
Twitter in two hours
"Being a touring musician means meeting fans,"
Amanda says. "I go out and meet fans after every
gig. It's important to make contact in real life and not
just online in social media like Twitter. If you don't
meet fans in real life too, then you're a fraud. If you're
not comfortable getting into the sweat with them and
talking with people at shows, then how can you do it
successfully online? I love connecting with fans.
Speaking to people at the merchandise table after
the show is great. I can stay there forever."
The Pivot
“We put a lot of cultural baggage on
money, but really it's quite a neutral
indicator that you're adding value to
people's lives. Go for the paying gigs.
Aim to make money from the things you
create. By constantly focusing on this,
you're focusing on being valuable!”
- Derek Sivers
Innovation Accounting
Direct-To-Fan
&
Fan-Funding platforms
PledgeMusic
Differentiating
yourself...
Jim Hall
Some tips on
developing your own
voice from saxophonist
David Liebman...
“Transcribe yourself:
In order to discover what is different and good in
your own playing transcribe something recent and
listen hard.You are bound to find something that is
not directly related to your influences, even if it is
something minor like the tone on a certain note of
your horn, or a certain nuance, or possibly a
rhythmic thing.This takes heavy analytical powers
but by now you are prepared to notice such fine
details.”
“Write exercises and compositions:
Take what you hear from yourself and write ten
exercises or compositional studies that manifest
the device or idea in different ways. Be creative
and try everything so that the seed that you
planted can grow cumulatively.”
“What is missing:
Once you have some written material and a concept
of what you are doing check out what is missing
from a standpoint of tension and release, opposites,
balance and other musical elements. Fill in the
blanks both compositionally and from the  playing
standpoint.”
Seth Godin on Business
Models
1. What compelling
reason exists for
people to give you
money? (or votes
or donations)
2. How do you
acquire what you're
selling for less than
it costs to sell it?
Seth Godin on Business
Models3. What structural
insulation do you
have from relentless
commoditization and
a price war?
4. How will strangers
find out about the
business and decide
to become
customers?
Disruptive innovation
Understanding the Music
Industry Business Rules
Recording
Underlying
composition
(music + lyrics)
PA
Every recording embodies two copyrights
Who gets the
licensing revenue?
• Songwriters/
Composers
• Publishers
Who gets the
licensing revenue?
• Performers
• SR Copyright
owner (usually a
record label)
Sound recording
SR
This slide is recreation of a FMC image
Composition Copyright
• Mechanical Royalties from record sales for
composition used in sound recordings. Paid
to publishers/composers
• Performance Royalty for public
performance on radio, television, live
venues, etc.
Sound recording
copyright
• Artist Royalty - paid to recording artist by
the 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 for
synchronizing a recording with film
• Must be negotiated separately with
publisher(s) and record label
• Music supervisors prefer to work with
people who control both copyrights
“The skills it takes to make a living
as a musician are the exact same
skills it takes to be a successful
entrepreneur.”
- Derek Sivers
“Musicians already have to find good
players that they get along with,
manage the delicate egos, keep the
team focused and moving forward.
This is no different than
hiring...”
“Musicians already have to put
together a good show that's
entertaining, draws a crowd, and grows
by word-of-mouth.
This is no different than
product development...”
“Musicians already have to hustle,
network, look everywhere for
opportunities, say yes first then figure it
out afterwards.
This is no different than
business development...”
“...and musicians already have to
describe their music in an enticing way,
present an intriguing image, and win
fans wherever you go.
This is no different than
marketing.”
- Derek Sivers
“Forget everything and remember that it's
just real people.There's no such thing as a
crowd. It's just individuals.Talk to them.
Treat them as unique individuals.Treat them
as your friend, not your customer. Find out
what they want and like. Speak with them
exactly like you speak with your best friend.
There should be no difference.”
- Derek Sivers
What is the unmet
need?
How am I creating
value?
Thinking Different(ly)...
The rare and valuable skills of musicians
http://ewjensen.com
eric@ewjensen.com
Eric Jensen
Cornel School of
Contemporary Music
May 9, 2013

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Shepherd University May 2013

  • 1. Thinking Different(ly)... The rare and valuable skills of musicians http://ewjensen.com eric@ewjensen.com Eric Jensen Cornel School of Contemporary Music May 9, 2013
  • 2. Berklee College of Music Jensen Sound Productions Liquid Audio Eric Jensen http://ewjensen.com eric@ewjensen.com
  • 3. “I saw the angel in the marble and carved until I set him free.” - Michelangelo
  • 4. “You can be the most creative software designer in the world. But if you don’t know how to make money, you’re never going to have much of a business or a whole lot of autonomy.” - Jason Fried co-founder and CEO, 37signals
  • 5. You are the CEO of your career.
  • 7. ...the process of creating value in a manner that is profitable and sustainable.
  • 8. We are living in what’s called a “value based” economy.
  • 9. “The businesses that continuously create the most value for a market win.” - Cooper andVlaskovits, The Lean Entrepreneur
  • 10. “To me there is really no such thing as ‘the music business’. It’s business applied to the field of music but it’s still a business that operates in a broader socio-economic environment.” - Panos Panay, founder Sonicbids
  • 11. “Musicians and artists fall into two camps: There are those who want to be successful but see the artistic process as being incompatible with the entrepreneurial process...”
  • 12. “...Then there is another camp: They tend to be younger. They do not see an incompatibility between the artistic and entrepreneurial.They are able to understand how one serves the other.” - Patrick Faucher founder, Nimbit - CIO, Presonus
  • 14. What can we learn by thinking metaphorically; studying entrepreneurship and business practices in other industries?
  • 15. How do our skills transfer to other working environments?
  • 16. What does it take to create a meaningful and successful career?
  • 17.
  • 18. Rule #1: Don’t Follow Your Passion Passion is a side-effect of mastery
  • 20. Rule #2: Be So Good They Can’t IgnoreYou (Or, the Importance of Skill)
  • 21. Career Capital Developing “rare and valuable” skills.
  • 24. What if you identified key aspects of your personal and professional life and broke these down into concrete skills that could be learned?
  • 26. Rule #3:Turn Down a Promotion (Or, the Importance of Control)
  • 27. Rule #4:Think Small, Act Big (Or, the Importance of Mission)
  • 28. Making a great product
  • 29. Identify need/problem Create an innovative solution Check business model Execute
  • 30. Artists often create the product first and then figure out how to make money with it later.... photo by Giovanni Gallucci
  • 32. “Your product is only as good as the problem it’s solving and its suitability to the segment.” - Cooper &Vlaskovits
  • 34. “Creating value” with music Creative Collaboration Product or Experience Business to Business • Sideman • Session musician • Composer • Recordings • By-products • Performing • Teaching • Licensing/ advertising • Business partnerships • Record deals
  • 36. “Most people can’t listen metaphorically. If you can learn to listen and read metaphorically, you'll find these wonderful examples all around you.You’ll be able to read (business) books and apply their lessons to your music career. By doing that, you've just put yourself ahead of the 99% who don't.” - Derek Sivers founder of CD Baby
  • 41. Amanda Palmer Sold A $20 T-Shirt Every 30 Seconds Last Night Using Chirpify + Twitter Amanda Palmer has done it again.  Last night, usingTwitter e- commerce tool Chipify, Palmer began selling a $20 "Stop Pretending Art is Hard" t-shirt just 24 hours after she'd conceptualized it.Two hours after launch, she was logging a $20 sale every 30 seconds and this isn't the first time that Palmer has profited from a flash sale on Twitter. How Amanda Palmer made $11,000 on Twitter in two hours "Being a touring musician means meeting fans," Amanda says. "I go out and meet fans after every gig. It's important to make contact in real life and not just online in social media like Twitter. If you don't meet fans in real life too, then you're a fraud. If you're not comfortable getting into the sweat with them and talking with people at shows, then how can you do it successfully online? I love connecting with fans. Speaking to people at the merchandise table after the show is great. I can stay there forever."
  • 43. “We put a lot of cultural baggage on money, but really it's quite a neutral indicator that you're adding value to people's lives. Go for the paying gigs. Aim to make money from the things you create. By constantly focusing on this, you're focusing on being valuable!” - Derek Sivers
  • 48.
  • 50. Some tips on developing your own voice from saxophonist David Liebman...
  • 51. “Transcribe yourself: In order to discover what is different and good in your own playing transcribe something recent and listen hard.You are bound to find something that is not directly related to your influences, even if it is something minor like the tone on a certain note of your horn, or a certain nuance, or possibly a rhythmic thing.This takes heavy analytical powers but by now you are prepared to notice such fine details.”
  • 52. “Write exercises and compositions: Take what you hear from yourself and write ten exercises or compositional studies that manifest the device or idea in different ways. Be creative and try everything so that the seed that you planted can grow cumulatively.”
  • 53. “What is missing: Once you have some written material and a concept of what you are doing check out what is missing from a standpoint of tension and release, opposites, balance and other musical elements. Fill in the blanks both compositionally and from the  playing standpoint.”
  • 54. Seth Godin on Business Models 1. What compelling reason exists for people to give you money? (or votes or donations) 2. How do you acquire what you're selling for less than it costs to sell it?
  • 55. Seth Godin on Business Models3. What structural insulation do you have from relentless commoditization and a price war? 4. How will strangers find out about the business and decide to become customers?
  • 56.
  • 57.
  • 60. Recording Underlying composition (music + lyrics) PA Every recording embodies two copyrights Who gets the licensing revenue? • Songwriters/ Composers • Publishers Who gets the licensing revenue? • Performers • SR Copyright owner (usually a record label) Sound recording SR This slide is recreation of a FMC image
  • 61. Composition Copyright • Mechanical Royalties from record sales for composition used in sound recordings. Paid to publishers/composers • Performance Royalty for public performance on radio, television, live venues, etc.
  • 62. Sound recording copyright • Artist Royalty - paid to recording artist by the record label based on contract terms • Digital streams (Pandora, satellite radio, etc.) generate royalties distributed to label, performer and sidemen • Licensing sound recording
  • 63. Sync licenses • A sync license is a separate license for synchronizing a recording with film • Must be negotiated separately with publisher(s) and record label • Music supervisors prefer to work with people who control both copyrights
  • 64. “The skills it takes to make a living as a musician are the exact same skills it takes to be a successful entrepreneur.” - Derek Sivers
  • 65. “Musicians already have to find good players that they get along with, manage the delicate egos, keep the team focused and moving forward. This is no different than hiring...”
  • 66. “Musicians already have to put together a good show that's entertaining, draws a crowd, and grows by word-of-mouth. This is no different than product development...”
  • 67. “Musicians already have to hustle, network, look everywhere for opportunities, say yes first then figure it out afterwards. This is no different than business development...”
  • 68. “...and musicians already have to describe their music in an enticing way, present an intriguing image, and win fans wherever you go. This is no different than marketing.” - Derek Sivers
  • 69. “Forget everything and remember that it's just real people.There's no such thing as a crowd. It's just individuals.Talk to them. Treat them as unique individuals.Treat them as your friend, not your customer. Find out what they want and like. Speak with them exactly like you speak with your best friend. There should be no difference.” - Derek Sivers
  • 70. What is the unmet need?
  • 71. How am I creating value?
  • 72. Thinking Different(ly)... The rare and valuable skills of musicians http://ewjensen.com eric@ewjensen.com Eric Jensen Cornel School of Contemporary Music May 9, 2013