Music Industry
161 hours
History of the music industry
- Main technological discoveries & mutations
- The origins of a paying customer
- People, who have influenced, influence and will influence the music trade
- The post-industrial thought of F.Rabelais
- History of the industry from the phonograph to the dematerialization of music: the origins of the field, its evolution
- Some historical milestones allowing us to better understand the present & foresee the future
- The industrial framework & its players
The music industry « How it works »
- Jobs in Music: who does what from art to trade, the roles and tasks, the players, traditional -career development and the links between professions, jobs, wages & activities
- Music craftsmen, workers & industrialists
- A historical perspective on the evolution of jobs in the profession
- The main rules & contractual relationships among professionals
- Identifying sources for commercialization in music
- How money circulates and moves from actor to actor
- Generally accepted pricing practices and fees / How revenues are divided up
Music publishing
- The functions of a music publisher
- Overview of the different types of publishers
- Presentation of the companies, repertories & catalogs
- Strategic analyses of companies & their organizations
- Identifying strengths & weaknesses
- Business practices of the profession
- Resources & development perspectives in publishing
- Relations with performing rights societies
- Music publishing management
- General overview: Total sales, workforce, results, trade union representation
The stages of Production
- Identifying the particular aspects of production planning
- How to reduce risky unnecessary investments
- Common best practices & obligations of a producer
- Analyses of time & productivity factors
- Assessment of available &/or necessary resources
- The main types of agreements & contracts necessary to run or understand the evolution of a production project from A to Z
- A practical guide for pre-production, production & post-production
- A study of case histories
The Music Market
- Market characteristics for all forms of music diffusion
- The evolution of sales in terms of value, volume, format, form of diffusion and repertory
- The consumption of music in all its forms: buying motivations, consumer behavior, the seasonality of sales
- The main players
- The best sellers and hits
Multinational Corporations & music
- The characteristics of a multinational corporation
- Introduction to the brands, labels and subsidiaries of the Universal, Sony, EMI and Warner catalogs
- Their particularities and strategies
- Strategic analyses of multinationals & their organization
- The functioning of a multinational: departments, jobs, decisions
- Identifying strengths and weaknesses
- Relations between majors
- Relations between majors & independents
- Important figures: total sales, workforce, results
Independent producers and record labels
- Overview of the players and organizations
- Their particularities, initiatives & strategies
- Their methods and their outlook for development
- Introduction to distributors, producers, labels and catalogs
- Strategic analysis of independent companies and their organization
- Identifying strengths and weaknesses
- Relations between independent companies
- Relations between majors and independents
- Contractual practices
- Important figures: Total sales, workforce, results
Music & the Internet
- The main channels for the commercialization & use of music on line
- Sales on line, downloading, streaming, webcasting, simulcasting, file sharing, sound systems
- The "media-merchant” and the "cyber customer"
- Practices and commercial strategies for on line stores
- Overview and economic outlook and the fundamental principles of electronic trade
- Presentation of the companies, the sites, economic models and sales terms
- The functioning of a commercial on line website
- The commercial strategies of Artists, producers, distributors and music retailers
- Internet users: their characteristics, cost of average purchase (shopping cart), types of transactions, profiling
- The main trade issues concerning on line distribution & commercial contracts. Special internet clauses
- Practiced royalties and allowances / Royalty and pay scheme sharing between the distributor, the producer and the artist
- Distribution and supply channels in music
- Developing partnerships between distributors & retailers
- Merchandizing
- Distribution channels: direct sales, wholesalers, vendors & multiple intermediaries
- The various types of retail outlets
- Producers’ & distributors' terms of sale
- Opening a customer account, product listing & delisting
- How a distributors’ sales office functions: the sales force, distance selling (television), key accounts, and sales promotion
- Producers' & distributors' sales strategies
- Pre-ordering, ordering, deliveries, invoicing, discounts & rebates, credit notes & returns
- Logistics and electronic and regular mail
- Developing and negotiating a business transaction
Sales of musical products in all its forms
- Consumers and their purchasing behavior
- Key products & services to be offered to consumers
- Techniques for attracting customers, developing customer loyalty & increasing sales
- The principles of modern retail: discounts & refunds, self-service, quick rotation of stocks
- Price ranges
- State and local taxes
- An assessment of the retailers' average margin
Retail Outlets
- The main chains, their policies, functioning & strategies
- General sales terms in use
- Supply chains
- The various types of retail outlets and their placement
- How to open « supplier-accounts », listing and delisting
- Advanced ordering, ordering, deliveries, invoicing & payment, refunding, credit notes & returns. Centralized Purchasing channels
- Catalogues & promotional operations
The Marketing Mix in the Recording Industry
- Consumers of music & their purchasing behavior
- Market studies, qualitative & quantitative
- The product to be sold: ranges, brands, presentation and packaging.
- Setting the price: establishing trade strategies, the cost of a new product
- Distribution channels: distributors, sales forces, sales techniques & point of sales
- Communication: media planning, advertising, promotion, direct marketing, public relations
- Strategic analysis: clarification of objectives, assessment of resources & constraints
- Case Study: drawing up arguments, putting together a casebook.
The economics of live music and entertainment
- The live entertainment market and its players
- Main laws & agreements in use
- The outlook and evolution of the field
- Consumers of live music and entertainment: why they buy, their behavior
- Booking agents, producers & talent agents
Live entertainment booking agents and producers
- Overview of the live entertainment profession and its jobs
- The companies, their rosters & special characteristics
- Live entertainment professionals’ obligations, constraints and resources
- Their working methods
- Strategic analyses of companies & their organization
- Identifying strengths & weaknesses
- Relations with artists and musicians
- Relations among live entertainment professionals
- International development
- Important figures: Revenues, workforce, results
Talent Agents
- The various kinds of agents
- Introduction to agents, companies, catalogues & their special characteristics
- A talent agent's obligations, constraints & resources
- Their working methods
- Strategic analyses of structures & their organization
- Identifying strengths & weaknesses
- Relations with artists and musicians
- The relationship between talent agents, booking agents and producers
- International development
- Important figures: Revenue, workforce, results
The marketing mix of Live music and Entertainment
- Consumers of live music & entertainment & their purchasing behavior
- The cultural habits of audiences
- The market & its players
- Cultural research: a qualitative and quantitative market study
- The product to be sold: range, key characteristics, bands presentation and packaging
- Determining the price: setting up commercial strategies, the price of a new product
- Distribution channels: venues, booking agents, concert organizers
- Booking: sale forces & sales techniques
- Communication: media planning, advertizing, promotion, direct marketing, public relations
- Strategic analyses: clarification of goals, assessment of resources & constraints
