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A digital business model for independent musicians

A digital business model for independent musicians. by A wanna-be rock star. A digital business model for independent musicians. Part 1: the longing. A digital business model for independent musicians. Part 2: the theory

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A digital business model for independent musicians

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  1. A digital business model for independent musicians by A wanna-be rock star.

  2. A digital business model for independent musicians Part 1: the longing

  3. A digital business model for independent musicians Part 2: the theory “far from making a living by making music, the majority of musicians finance music making by making a living”(Bennett, UWA) 90% UK classical musicians, 94% in Norway, 92% US, need “secondary employment” - mostly teaching! Most regard teaching as a “fall-back career” and would prefer to be full-time performers Don’t give up your day job report (2003): 81% of time spent on artistic work = 66% of income; Half of “practicing professional artists” earned <$10K

  4. A digital business model for independent musicians The shape of the traditional music industry `

  5. A digital business model for independent musicians Part 2: the theory BUT! The digital revolution: Reduces costs of production Reduces cost of storage Reduces cost of distribution Allows direct performer–consumer contact Doesn’t NECESSARILY reduce promotion cost SO, is it possible?

  6. A digital business model for independent musicians `

  7. A digital business model for independent musicians Part 3: the questions What are the factors affecting the sustainability of independent digital music production and distribution? How many of these factors can be directly influenced by an independent artist in the day-to-day operations of their musical enterprise? How can these factors be best manipulated to maximise the benefit generated from digital music assets?

  8. A digital business model for independent musicians Part 4a: the (action research) method Go ask people what they’re doing Global survey of cognate projects Gain yardsticks for ‘success’ Gather ideas/tips Get in touch with the community Interviews More in-depth quantitative data Deeper examination of practice

  9. A digital business model for independent musicians Part 5b: the (action research) method Have a go at it. Bun’ Ber E’s third CD (in production) “The Genre Benders” (under development) Community of performers Proceeds to be distributed back to the creators Using digital “home studio” production Focus on using online promotions Available globally

  10. A digital business model for independent musicians Part 5c: the (action research) method 3. Tell everyone how it’s gone. Keep community informed via regular updates and blog Rely on them to use this feedback to improve their own practice Rely on them to give further data on their success/failure Be completely open and accountable!

  11. A digital business model for independent musicians Part 5d: the (action research) method See step 1. This will be a multi-stage process We’re not gonna get it right straight away (if at all) Be prepared to try again and again Project continues (hopefully) after the research is finished …

  12. A digital business model for independent musicians Part 6: What have I learned so far? There are more (and more subtle) barriers than I even imagined Lawyers are expensive & time-consuming Bureaucrats are NOT there to help Organising part-timers IS like herding cats There are not as many useful facilities around for rehearsal as I thought

  13. A digital business model for independent musicians Part 6: What have I learned so far? The online methods work! MySpace is a great source of traffic Podcasting is a great source of traffic Search engine marketing is great The word does spread – but slowly Spam is a killer and taking new forms The key seems to be genuine networking/community participation

  14. A digital business model for independent musicians Part 6: What have I learned so far? The digital mythology is being hijacked The Arctic Monkeys/Sandi Thom were there before MySpace MC Lars didn’t make is latest hit on his laptop See lonelygirl15 This is the result of clever but nonetheless Old School management and promotion dressed up to co-opt New Media cool. This can easily backfire!!

  15. A digital business model for independent musicians Part 6: What do I need help with? Money/nicer bureaucrats? Tips on Organisational networks Cross-over to offline media? Participants!

  16. A digital business model for independent musicians The end! Questions??

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