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Introduction to the Music Industry, 2nd Edition

Book Description

Introduction to the Music Industry: An Entrepreneurial Approach, Second Edition is an introductory textbook that offers a fresh perspective in one of the fastest-changing businesses in the world today. It engages students with creative problem-solving activities, collaborative projects and case studies as they explore the inner workings of the music business, while encouraging them to think like entrepreneurs on a path toward their own successful careers in the industry.

This new edition includes a revised chapter organization, with chapters streamlined to focus on topics most important to music business students, while also maintaining its user-friendly chapter approach. Supported by an updated companion website, this book equips music business students and performance majors with the knowledge and tools to adopt and integrate entrepreneurial thinking successfully into practice and shape the future of the industry.

Table of Contents

  1. Cover Page
  2. Introduction to the Music Industry
  3. Title
  4. Copyright
  5. Brief Contents
  6. Detailed Contents
  7. Preface
  8. Acknowledgments
  9. Part 1 The Creative Economy
    1. 1 Welcome to the Creative Economy
      1. Chapter Overview
      2. Key Terms
      3. Art as Commerce, Commerce as Art
      4. Addicted to Music
      5. Defining the Creative Economy
      6. Breaking Down Barriers: Classical Music Becomes the New Pop
      7. Spotlight on . . . Jeri Lynne Johnson and the Black Pearl Chamber Orchestra
      8. The Aesthetic Value of Music
      9. The Social Value of Music
      10. The Political Value of Music
      11. Spotlight on . . . Iván Fischer—Taking Political Risks with His Music
      12. The Ethical Value of Music
      13. Opportunities Ahead
      14. Conclusion
      15. Talking Back: Class Discussion
    2. 2 Why Music Professionals Need to Think Like Entrepreneurs
      1. Chapter Overview
      2. Key Terms
      3. A Deeper Meaning of “Music Entrepreneur”
      4. Why Musicians Need to Think Like Entrepreneurs
      5. Spotlight on . . . Groupmuse: A Tech Start-Up in the Classical Music World
      6. How to Think Like an Entrepreneur
      7. The Wisdom of “Failing Often to Succeed Sooner”
      8. Spotlight on . . . Andrew Cyr and the Metropolis Ensemble
      9. Who Am I? Finding Your Own Voice as a Music Professional
      10. Opportunities Ahead
      11. Conclusion
      12. Talking Back: Class Discussion
    3. 3 Developing the 21st Century Global Music Professional
      1. Chapter Overview
      2. Key Terms
      3. What Is a Global Music Professional?
      4. Creating Global Music Professionals
      5. Spotlight on . . . Classical Rock Star Lang Lang
      6. Spotlight on . . . Canada: Developing 21st Century Global Artists
      7. Opportunities Ahead
      8. Conclusion
      9. Talking Back: Class Discussion
  10. Part 2 Opportunities Ahead
    1. Opportunities Ahead: Branding and Marketing
      1. Chapter Overview
      2. Key Terms
      3. Introduction to Branding
      4. Introduction to Marketing
      5. Practice Your Branding and Marketing Skills: Three Case Studies
      6. Opportunities Ahead
      7. Conclusion
      8. Talking Back: Class Discussion
    2. 5 Opportunities Ahead: Global Rights Management
      1. Chapter Overview
      2. Key Terms
      3. The Riff That Changed His Life: Phil Manzanera
      4. Challenges in Global Rights Management
      5. Who Owns the Music? Global Copyright Issues
      6. Tools for the DIWO (Do It With Others) Music Entrepreneur: A Guide to Avoiding Copyright Infringement
      7. Opportunities Ahead
      8. Conclusion
      9. Talking Back: Class Discussion
  11. Part 3 Music Revenue Streams
    1. 6 Revenue Streams: Global Performing and Licensing
      1. Chapter Overview
      2. Key Terms
      3. Introduction to Performance Rights
      4. Performance Royalties: A Revenue Stream for the 21st Century Global Professional
      5. Live Events as a Revenue Stream
      6. Spotlight on . . . Indie Band Pomplamoose’s 2014 Tour
      7. Tools for the DIWO (Do It With Others) Entrepreneur: Performing and Licensing
      8. Opportunities Ahead
      9. Spotlight on . . . Global Music Festivals
      10. Conclusion
      11. Talking Back: Class Discussion
    2. 7 Revenue Streams: Music Publishing
      1. Chapter Overview
      2. Key Terms
      3. Introduction to Global Music Publishing
      4. The Major Functions of a Music Publisher
      5. Inside a Music Publishing Company
      6. Industry Forecast
      7. Tools for the DIWO (Do It With Others) Entrepreneur: How to Make Music Publishing Work for You as a Revenue Stream
      8. Opportunities Ahead
      9. Conclusion
      10. Talking Back: Class Discussion
    3. 8 Revenue Streams: Broadcasting and Digital Media
      1. Chapter Overview
      2. Key Terms
      3. Mastering the User Experience
      4. Convergence: The Media Buzzword
      5. Television
      6. Advertising
      7. Film and Video
      8. Tools for the DIWO (Do It With Others) Entrepreneur: Get Your Music Placed by Music Supervisors
      9. Opportunities Ahead
      10. Conclusion
      11. Talking Back: Class Discussion
    4. 9 Revenue Streams: Recorded Music
      1. Chapter Overview
      2. Key Terms
      3. Current Performance
      4. Major Global Markets
      5. Industry Globalization
      6. Producers
      7. A Profound Shift in a Venerable Industry
      8. How Labels Invest in Their Artists
      9. The Challenges: Turning Problems into Opportunities
      10. Tools for the DIWO (Do It With Others) Entrepreneur: Digital Music Services
      11. Opportunities Ahead
      12. Conclusion
      13. Talking Back: Class Discussion
  12. Part 4 You as Entrepreneur
    1. 10 Hands On: Start Something that Matters
      1. Chapter Overview
      2. Key Terms
      3. Make Meaning
      4. US Legal and Tax Issues for New Ventures
      5. Conclusion
  13. Index