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WEDNESDAY 13 SEPTEMBER 2017 | CMUINSIGHTS.COM | ||||
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FIVE THINGS YOU'LL LEARN ON THE CMU SEMINAR PROGRAMME The next edition of the CMU Insights seminar programme 'How The Music Business Works' kicks off later this month. Over eight weeks, this course provides a concise but comprehensive overview of the music industry in 2017, and explains how artists can grow a fanbase and then build a business around that audience. We cover a lot in the eight two hour sessions. Here are just five of the things you'll learn on the course. 1. How music copyright makes money. The copyright owner can exploit those controls for profit. That might mean directly exploiting the copyright, like making a copy of your recording onto vinyl and selling it direct to the fan. Or it might mean licensing - permission-giving for profit - where you allow someone else to exploit the copyright controls in return for a licence fee. And that's how copyright makes money! We'll walk you through all this step-by-step in the music rights sessions on 'How The Music Business Works', explaining the rules around copyright ownership, how the different controls work, and the differences between direct and collective licensing. 2. Which streaming services are winning. There are a number of different kinds of streaming services, of course, from both a consumer experience and licensing perspective. The free platforms have by far the biggest user base, but the paid for subscription services generate by far the most income. Which is a challenge for the music industry. The free services are good marketing channels - both for new releases and for upselling premium streaming options - and they are unlocking revenue in emerging markets that used to generate nominal income for the global music firms. But at the same time, it's paying Spotify and Apple Music subscribers who are really pushing the recorded music industry back into growth. In 'The Music Rights Sector' we'll consider which streaming platforms are gaining the most traction in different countries, and how that translates into income. 3. What brands want from music partnerships. Is it content for their ads or digital channels? Is it tickets for shows? Is it branding at venues and festivals? Is it merch to give away to customers? Is it access to an artist's online fanbase? Is it product endorsement through an artist's social media? It could be all those things, though the challenge there is that the artist likely has different business partners working with their songs, recordings, shows, merch and direct-to-fan channels. So who does the brand do the deal with? In the 'Merch, Live & Brands' seminar we look at the challenges and opportunities for bands and brands looking to collaborate. 4. Which social and music media matter. But each of those platforms do something different, and therefore play different roles as artists look to grow and engage a fanbase. So where do artists with limited time and budget put most effort? And what about traditional music media, do they still matter? Actually, they do, though the role played by music magazines, websites and radio will depend on where an artist is in their career, and the audience they are aiming to reach. We talk through both social media and music media in the two fan engagement seminars on the programme: 'Social Media Tools' and 'Music Media'. 5. How direct-to-fan is changing the artist business. You might sell them records, tickets and t-shirts, but you might sell them something completely different. The real revolution caused by the internet in music is that artists can now talk directly to their core fanbase, and therefore find out who those people are, where they live, what excites them, and how much money they have to spend. And then use that information to build an artist business best suited to their specific fanbase. In the 'Building A Fan-Orientated Business' seminar we look at the direct-to-fan revolution, and how the music industry is yet to fully captialise on it. The 'How The Music Business Works' seminar programme takes place each Monday evening from 25 Sep at the London HQ of Lewis Silkin on Chancery Lane. Places on the full programme are £299 including VAT and booking fee. Book here. Places can also be booked for each individual seminars for £49.99 each including VAT and booking fee. Info here. We can also run any one of these seminars - and others - in-house for your company - more information on our in-house training is available here. | |||||
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