A digital business model for independent musicians

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A digital business model for independent musicians

• by
• A wanna-be rock star.

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A digital business model for independent musicians

• Part 1 the longing

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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
• Dont give up your day job report (2003)
• 81 of time spent on artistic work 66 of
  income
• Half of practicing professional artists earned
  lt10K

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A digital business model for independent musicians

The shape of the traditional music industry
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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 performerconsumer contact
• Doesnt NECESSARILY reduce promotion cost
• SO, is it possible?

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A digital business model for independent musicians

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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?

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A digital business model for independent musicians

• Part 4a the (action research) method
• Go ask people what theyre 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

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A digital business model for independent musicians

• Part 5b the (action research) method
• Have a go at it.
• Bun Ber Es 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

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A digital business model for independent musicians

• Part 5c the (action research) method
• 3. Tell everyone how its 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!

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A digital business model for independent musicians

• Part 5d the (action research) method
• See step 1.
• This will be a multi-stage process
• Were 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

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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

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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

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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 didnt 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!!

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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!

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A digital business model for independent musicians

• The end!
• Questions??