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MTM 3010: Week 1 Notes

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by: Brianna Washington

MTM 3010: Week 1 Notes MTM 3010 005

Marketplace > Georgia State University > Music > MTM 3010 005 > MTM 3010 Week 1 Notes
Brianna Washington

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About this Document

First class of the semester, covering a general introduction to the topics we will discuss in the course. Includes an overview of the music industry dynamics from its inception to the present, a hi...
Dr. Jones
Class Notes
Music Technology Management, Music, Technology
25 ?




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1 review
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"I'm pretty sure these materials are like the Rosetta Stone of note taking. Thanks Brianna!!!"
Cara O'Hara


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This 4 page Class Notes was uploaded by Brianna Washington on Friday January 22, 2016. The Class Notes belongs to MTM 3010 005 at Georgia State University taught by Dr. Jones in Summer 2015. Since its upload, it has received 141 views. For similar materials see INTRO TO MUSIC INDUSTRY in Music at Georgia State University.


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I'm pretty sure these materials are like the Rosetta Stone of note taking. Thanks Brianna!!!

-Cara O'Hara


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Date Created: 01/22/16
Brianna Washington Georgia State University MTM 3010 Lecture Notes: 1/20/16  Album releases marketing, promotion, publicity is focused on the first week/day of the release o Goal is to be #1 the first week o People are most interested in the first week of an album’s release  Billboard Top Albums chart o Week starts on Friday, runs through Thursday o Summarizes a week’s worth of data received from physical and digital stores o Prior to this electronic system, the music industry was full of “smoke and mirrors” to make certain albums seem like they were selling more than they actually did  Billboard Top 200 combines album and track sales as well as online streams o Song sales column = individual track downloads  TEA (track equivalent album) = total sales/10 (typically 10 songs on an album) o SEA (stream equivalent album) = streams/ 1500  1500 * 0.005 cents = $7.50  Somewhere in the middle of what an album or a song earns o Total activity = sum of album sales, streams, and track downloads  Top albums tend to fluctuate quickly, but top songs (especially in the top 10) usually last longer  The leverage usually lies with the record label; when artists have it, they use it  Great art usually doesn’t sell o If you listen to the audience, the audience will listen to you o Make well informed decisions about what to offer the audience  History of the music industry o AM/FM radio drove music buying behavior o Labels had huge promotion departments to court radio stations for airplay (or at least data saying they played their record) o Major record labels controlled access to major (national) radio stations and distribution to stores o Physical media was healthy – vinyl, cassettes, and CDs could still sell o Copyright violation was a cultural oddity, not the norm o The internet is just a concept  Today’s music industry o Artists can now build their careers with the internet o The majors expect you to develop yourself before they’re interested in signing (used to develop the artist based on their initial talent)  Analytics, data  Want to know you already have a fundamental fan base to build from o More points of entry into the industry o Technology has been a consistent driver of change  Radio – 1920s  Films, background music, soundtracks  Vinyl/LP  CDs (80s)  MP3s (90s)  Napster  Streaming o Dynamic is changing from a model of ownership (consumers possessing physical copies of singles and albums) to paying for practically unlimited musical access  Tensions between to the artist and the record label o The artist wants to connect with their audience o The record label wants to connect with the audience’s wallets o Battle between art and commerce  Two main elements of the business: the musician and the audience (creator and consumer) o Drawing them together is the business of music  The process o Songwriter writes a song, signs with a publisher o Publisher finds an artist to perform the lyrics, negotiates contracts with lawyers for uses and purposes o Artist signs with a label o Record label produces the artist’s music, might provide music videos, etc. o Touring, contracts with booking agents o Concert promoters sell tickets for the shows o Road manager – handles business on tour o Production manager – dresses and lights stage, checks the sound, etc.  Revenue streams for the audience o Publishing – songwriter income o Touring o Merchandise o Record sales – CD, downloads, streams o Licensing – licensed trademarks (image) or songs; use of your licensed material in others’ works o Endorsements – 3 party endorsements/affiliations o Sponsorships – 3 party donates/sponsors the artist’s endeavors (touring, stage equipment, music videos; promote sponsor through use of trademarks)  360 Deals o Record sales are the only sales record labels used to share with the artist o Began loosing money when Napster came around, because their expenses were focused on promoting the artist o Thus, the artist gains more money in the other streams of revenue o Record labels begin requiring percentages of other revenue streams  Record production costs have changed the dynamic (DIY artists)  Artists used to tour to promote a record, now release albums to support their never-ending tours  Big pop hits still require exposure on terrestrial radio  Not very many neighborhood record stores left  Social networking rules current marketing  Video games, film/TV/commercials offer a large platform for artist exposure  US’ global share of the music industry isn’t as dominating as it was in the past  Major American record labels are no longer American owned (Universal, Sony, Warner)  The love affair with music starts young in most people o 2 ndto texting in popularity amongst teens o You can find any kind of music you want nowadays  Historical development of music dissemination o Originally passed by word of mouth only o Sheet music (late 1800s) o Thomas Edison invents the recording process, consumers buy recordings (cylinder recorder, 1887) o Radio – 1920s; you don’t have to go to someone else’s house to hear music o Radio networks built by major media outlets (CBS, NBC), blossoming of the industry as you can get a network to play your song (‘40s-‘50s) o Tape recorders – ‘50s; high fidelity audio (introduction of stereo) o Up until the 1950s-60s, the industry was mostly small labels o Big conglomerate companies are introduced in the ‘70s and became a big business o 1981 – MTV airs “Video Kills the Radio Star” by the Bugles  How the artist appears becomes important o 1982 – CD is released; super convenient, larger profit margin than LPs for Record Labels o Wealth within the industry lasted until Napster o Streaming  Major labels in the industry (before consolidation) o WMG (Warner music group) o EMI (consolidated by Universal) o Sony o BMG (later taken over by Sony) o Universal o Poly……..??? Polysdam??  Distribution controlled by major labels o Besides independent companies o Some small distribution companies are subsidiaries of the major’s large distributors o ß


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