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I've gotten my music on iTunes -- now what? Or how do I even get my music there? Should I worry about Facebook? Tumblr? Twitter? How do I have time for this? How do I make more than 67 cents a download, or less than 1 cent for streaming?
Welcome to “Updating Your Digital Music Distribution,” where we will work to help you answer these and many other questions.
The digital world for musicians continues to change dramatically. We not only have the ability to self-market and create communities directly with listeners, but also can thrive in online communities with influencers and other musicians around the world. Digital has transformed not just the way we get the word out, but also how we create and how we understand the vast data around the consumption of our music. Internet marketing has morphed into internet community crowdsourcing of opinions and tastes—a very different world for musicians and musical organizations.
You will engage in rethinking your own “brand,” finding your “target audience” online, and engaging directly with core influencers and Super Fans.
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|Section 1: Introduction|
Dr. Gigi Johnson, your instructor for this course series, has been teaching undergraduate musicians for four years at UCLA and other places. This session will present the overview of this series on “Upgrading your Digital Music Distribution,” focusing on how to think about digital distribution beyond iTunes and getting your music out there.
We’ll look at three elements in this first session:
1) Music as the Canary in The Coal Mine in digital distribution – what happened?
2) Music as a singles business
3) Our path together: 5 Sessions plus 1 “What Next?” and a Bonus Marketing Segment
|Section 2: Overview of Digital Music Economics|
|We’re going to start out looking at the real flows of digital music today. How do fans consume music today so I can plan?|
|Quiz 1||1 question|
Now that we have laid out the revenue streams for listeners, what are the biggest uses of music online?
Bonus: Acronyms and Lingo: Detangling Digital Alphabet Soup
|Section 3: Digital Toolbox for Song Distribution and Sales|
We’re going to talk about the basics of digital distribution – streaming, sales, intermediaries, and related companies. How do they bring information and money to me as a musician?
|Quiz 2||1 question|
I may get overlooked with streams of revenue coming back to me.
|Lecture 5||4 pages|
Where do you start? Here's a list of lots of basic tools for digital distribution, ranging from where to get your web site address, links to distribution services, and other tools that are available.
|Lecture 6||1 page|
Do you lack great software to make things yourself? Have no fear. Here we have a starting list of free and/or open source software tools that you can use on your computer or laptop to record, create graphics, edit video, and even create things in 3D (if you have the time and patience).
|Section 4: Finding and Gifting to your SuperFans and New Audience|
|How do I connect with my fans? How do I find where they are in the wild? How do they intersect with music and who my fans could be?|
|Quiz 3||1 question|
Many of the options we have for distribution trap usage data at the external site, so you, the artist, get an aggregated number and don't get individual behaviors and information. Do you know which ones?
STEP 4: Listening to Your Future Fans
|Lecture 9||3 pages|
This section is an activity guide. You can use this pathway to do some research on your own Music Brand. Grab some paper, an Excel or Google Docs spreadsheet, some desktop space, and start thinking about who you would like to become over the next few years.
Ready? Let’s go!
STEP 5: Sharing Excitement with Super Fans
|Quiz 4||1 question|
|What might I use to engage my super fans?
|Section 5: BONUS: Bonus Marketing Sessions|
This marketing bonus session discusses the
basics of marketing, including “the P’s” (product, price, place, and promotion),
sales funnels, conversion, and lifecycles.
What are my tools in marketing and how do they help me consider new
alternatives as a musician and “brand”?
This marketing session has been broken into two parts. This first session deals with the "P's": Product, Price, Place, and Promotion.
This marketing bonus session discusses the basics of marketing, including “the P’s” (product, price, place, and promotion), sales funnels, conversion, and lifecycles. What are my tools in marketing and how do they help me consider new alternatives as a musician and “brand”?
This marketing segment has been broken into two parts. This second section deals with demographics, sales funnels, and lifecycles.
|Section 6: Future Steps: Testing Your Adventures|
A sixth section – we’re going to talk about what you can now DO based on this knowledge. What can you do next as an artist and a musician?
Gigi Johnson created the "Internet Marketing and Branding for Musicians" course at UCLA's Herb Alpert School of Music in 2010, which is now a core part of the Music Industry Minor there. This section is a core piece of that class. Earlier, she also ran the Entertainment and Media Management Institute at the UCLA Anderson School of Management. She has also taught digital media in both Spain and Abu Dhabi.
She also runs Maremel Media, which has produced and distributed music and online video since 2004. Dr. Johnson’s corporate background includes being SVP/General Manager of two video-on-demand channels at Studio 4 Networks and SVP/Managing Director at Bank of America.
Dr. Johnson has an Ed.D. in Education and Media Studies from Fielding Graduate University; an MBA from UCLA Anderson; and a bachelor’s degree in Cinema-Television Production from the University of Southern California’s renowned School of Cinematic Arts.