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Bobby Borg - Music Marketing for the DIY Musician

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Bobby Borg

Music Marketing for the DIY Musician

2020

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Preface S. b-xxviii

„… Praise for Music Marketing for the DIY Musician“Bobby Borg leads the charge of today’s modern …” „… Marketing for the DIY MusicianSECOND EDITIONMusicMarketingDIY_Book_REV_Pass01.indb 1 12/2/19 9:45 …” „… AMMusicMarketingDIY_Book_REV_Pass01.indb 2 12/2/19 9:45 AMMusic Marketing for the DIY MusicianCreating and Executing a Plan of …”

2. DESCRIBE YOUR COMPANY’S VISION: Identifying Your Musical Purpose and Setting Your Career on Course S. 11-20

„… . MusicMarketingDIY_Book_REV_Pass01.indb 19 12/2/19 9:45 AM20 | MUSIC MARKETING FOR THE DIY MUSICIAN!=MARKETING PLAN EXAMPLE …” „… THE DIY MUSICIAN• Songwriters’ Products/Services: If you envision yourself as a songwriter/composer …” „… AM12 | MUSIC MARKETING FOR THE DIY MUSICIANGOT A COMPANY VISION?When I was a young boy, I woke up …”

22. PREPARE FOR THE FUTURE: 2025 and Beyond: Marketing Projections and Tips From the Pros: S. 269-376

„… THE DIY MUSICIAN“smart garments,” the majority of independent artists, the actual merchandise you will …” „… famous artists, increasing the number of opportunities for DIY musicians to get discovered, to build …” „… THE DIY MUSICIAN• Reputation Management: People and consumers are completely reliant on the digital …”

10. FINALIZE YOUR PRODUCTS AND SERVICES FOR THE MARKETPLACE: Delivering on the Promise of Your Brand S. 101-120

„… FOR THE DIY MUSICIAN=MARKETING PLAN TEMPLATE= Use the template below, or a template like it, to help …” „… . MusicMarketingDIY_Book_REV_Pass01.indb 101 12/2/19 9:45 AM102 | MUSIC MARKETING FOR THE DIY MUSICIAN• If you remix it and …” „… THE DIY MUSICIAN• You can choose between various fabrics, like polyester, preshrunk cotton, hemp, and …”

Directory of This Book’s Resources and Beyond S. 395-410

„… Musician’s Atlas (www.musiciansatlas.com)• Theme Park Jobs (www.themeparkjobs.com)• Music Business Registry …” „… (www.musicpage.com/musicphonebook) • BurrellesLuce (www.burrellesluce.com) • The Musician’s Atlas (www.musiciansatlas.com)• Film and …” „… Know About the Music Business by Don Passman• Business Basics For Musicians by Bobby Borg• Marketing …”

20. EXECUTE YOUR MARKETING PLAN EFFECTIVELY: Adopting the Right Policies That Get Your Company Results S. 253-260

„… | MUSIC MARKETING FOR THE DIY MUSICIAN 4. Does the candidate show a desire to commit to the organization …” „… MUSICIANMusicMarketingDIY_Book_REV_Pass01.indb 260 12/2/19 9:45 AM …” „… .indb 253 12/2/19 9:45 AM254 | MUSIC MARKETING FOR THE DIY MUSICIANIf you have a few changes …”

13. ESTABLISH A PLACE STRATEGY, PART 2: Distributing Your Merch and Songs Effectively for Sale and/or License S. 153-164

„… | MUSIC MARKETING FOR THE DIY MUSICIAN!!Songplugger: PEN Music Group, personal friends of RTT, will strive …” „… , I literally walked my entire UCLA class of DIY musicians over to the film school during an open …” „… Commons website, Jonathan Coulton, a successful DIY musician, says that “with Creative Commons, the act of …”

12. ESTABLISH A PLACE STRATEGY, PART 1: Booking Live-Performance Sets and Distributing Records S. 137-152

„… : MusicMarketingDIY_Book_REV_Pass01.indb 149 12/2/19 9:45 AM150 | MUSIC MARKETING FOR THE DIY MUSICIAN• Verifiable sales …” „… .] MusicMarketingDIY_Book_REV_Pass01.indb 151 12/2/19 9:45 AM152 | MUSIC MARKETING FOR THE DIY MUSICIAN b) 12-Song Album: War …” „… .indb 137 12/2/19 9:45 AM138 | MUSIC MARKETING FOR THE DIY MUSICIANConsider How Distribution …”

5. LEARN FROM YOUR COMPETITORS: Conducting a Competitor Analysis S. 41-50

„… 12/2/19 9:45 AM48 | MUSIC MARKETING FOR THE DIY MUSICIAN!=MARKETING PLAN TEMPLATE= Use the template …” „… DIY MUSICIAN!Do your competitors’ price strategies (or lack thereof) inspire any ideas about how you …” „… .) MusicMarketingDIY_Book_REV_Pass01.indb 49 12/2/19 9:45 AM50 | MUSIC MARKETING FOR THE DIY MUSICIAN LEARN FROM YOUR …”

6. DEMO YOUR PRODUCTS AND SERVICES: Getting Feedback Before Committing Your Valuable Resources S. 51-64

„… AM62 | MUSIC MARKETING FOR THE DIY MUSICIAN!=MARKETING PLAN TEMPLATE= Use the template below, or …” „… MARKETING FOR THE DIY MUSICIAN!g) Conclusion: Given our initial concern about whether our target audience …” „… MARKETING FOR THE DIY MUSICIANGordy’s story is not an isolated example by any means. According to a close …”

14. FORMULATE A PROMOTION STRATEGY, PART 1: Winning Over Fans via Publicity and Paid Advertising S. 165-182

„… 9:45 AM182 | MUSIC MARKETING FOR THE DIY MUSICIAN!!Publicity Stunts: RTT will arrange “imitation …” „… . MusicMarketingDIY_Book_REV_Pass01.indb 165 12/2/19 9:45 AM166 | MUSIC MARKETING FOR THE DIY MUSICIAN• Reexamine Your SWOT …” „… . MusicMarketingDIY_Book_REV_Pass01.indb 167 12/2/19 9:45 AM168 | MUSIC MARKETING FOR THE DIY MUSICIAN• One-Sheet: A …”

21. CONTINUE TO LEARN ABOUT MARKETING: Strengthening Your Marketing Muscles with 20 Exercises S. 261-268

„… AM264 | MUSIC MARKETING FOR THE DIY MUSICIAN• Brian Solis• Daniel H. Pink• Seth GoodwinThere are …” „… | MUSIC MARKETING FOR THE DIY MUSICIANStudy the Histories of Companies Outside the Music Industry That You …” „… 265 12/2/19 9:45 AM266 | MUSIC MARKETING FOR THE DIY MUSICIANBut just be very sure to remember …”

3. IDENTIFY PROFITABLE OPPORTUNITIES OR “NEEDS”: Conducting a SWOT Analysis S. 21-30

„… 29 12/2/19 9:45 AM30 | MUSIC MARKETING FOR THE DIY MUSICIAN=MARKETING PLAN EXAMPLE= Now here’s …” „… MusicMarketingDIY_Book_REV_Pass01.indb 21 12/2/19 9:45 AM22 | MUSIC MARKETING FOR THE DIY MUSICIANan area of consumer need …” „… ? Good!MusicMarketingDIY_Book_REV_Pass01.indb 23 12/2/19 9:45 AM24 | MUSIC MARKETING FOR THE DIY MUSICIANMatch Opportunities with …”

15. FORMULATE A PROMOTION STRATEGY, PART 2: Using Internet, Word-of-Mouth, and Guerrilla Marketing to Get Customers S. 183-200

„… . MusicMarketingDIY_Book_REV_Pass01.indb 199 12/2/19 9:45 AM200 | MUSIC MARKETING FOR THE DIY MUSICIAN!Podcasts: RTT will …” „… 9:45 AM188 | MUSIC MARKETING FOR THE DIY MUSICIAN• Follow the Conversation in “Real Time”: See what …” „… recording.”MusicMarketingDIY_Book_REV_Pass01.indb 189 12/2/19 9:45 AM190 | MUSIC MARKETING FOR THE DIY MUSICIAN• Outrageous Videos …”

16. FORMULATE A PROMOTION STRATEGY, PART 3: Winning Over Fans via Radio Play and Creative Sponsorships S. 201-212

„… MARKETING FOR THE DIY MUSICIAN!b) Local and National Sponsorships !Products Associated with Fans: Nike …” „… . MusicMarketingDIY_Book_REV_Pass01.indb 203 12/2/19 9:45 AM204 | MUSIC MARKETING FOR THE DIY MUSICIANSmaller-Market …” „… 208 | MUSIC MARKETING FOR THE DIY MUSICIAN• Jim Beam supports bands through its National Campus …”

1. AN OVERVIEW OF THE COMPLETE DIY MARKETING PROCESS: Creating and Executing a Plan of Attack in a Nutshell S. 1-10

„… 9:45 AM2 | MUSIC MARKETING FOR THE DIY MUSICIANSo then, what are your strengths and passions, and …” „… MusicMarketingDIY_Book_REV_Pass01.indb 3 12/2/19 9:45 AM4 | MUSIC MARKETING FOR THE DIY MUSICIANfan. “Feedback is the …” „… THE DIY MUSICIANA marketing plan (or as I call it, a Marketing Plan of Attack™) is a written document …”

Index S. 411-423

„… , 180website, 176yellow pages, 178AFM. See American Federation of MusiciansAIDA (attention, interest …” „… , 73American Advertising Federation, 60American Federation of Musicians (AFM), 13American Marketing …” „… , 121–22Braheny, John, 59branding, 5MusicMarketingDIY_Book_REV_Pass01.indb 411 12/2/19 9:46 AM412 …”

9. DEVELOP A BRAND STRATEGY FOR YOUR PRODUCTS/SERVICES: Achieving the Desired Image for Your Tours, Records, Merch, and More S. 87-100

„… 12/2/19 9:45 AM94 | MUSIC MARKETING FOR THE DIY MUSICIAN• Configuration …” „… 12/2/19 9:45 AM100 | MUSIC MARKETING FOR THE DIY MUSICIAN DEVELOP A BRAND STRATEGY FOR YOUR …” „… . MusicMarketingDIY_Book_REV_Pass01.indb 87 12/2/19 9:45 AM88 | MUSIC MARKETING FOR THE DIY MUSICIANAFTERTHOUGHT: REVIEW …”

8. DEVELOP YOUR COMPANY’S BRAND STRATEGY: Creating the Right Identity for Your Company and Its People S. 73-86

„… 86 | MUSIC MARKETING FOR THE DIY MUSICIAN!c) Logo: The logo is a circular shape (perfect for …” „… 12/2/19 9:45 AM80 | MUSIC MARKETING FOR THE DIY MUSICIAN• If It’s a Hit, It’s a Miracle: This slogan …” „… 9:45 AM74 | MUSIC MARKETING FOR THE DIY MUSICIANfilling), below are a few more techniques that can …”

11. DEVISE A PRICING STRATEGY: Reinforcing Your Brand Image and Generating Revenue and Awareness S. 121-136

„… ? MusicMarketingDIY_Book_REV_Pass01.indb 135 12/2/19 9:45 AM136 | MUSIC MARKETING FOR THE DIY MUSICIAN!=MARKETING PLAN …” „… musicians you trust. Good luck.MusicMarketingDIY_Book_REV_Pass01.indb 134 12/2/19 9:45 AMDEVISE A …” „… PRICING STRATEGY | 135135 | MUSIC MARKETING FOR THE DIY MUSICIAN!= MARKETING PLAN TEMPLATE= Use …”

4. ANALYZE YOUR CUSTOMERS: Identifying, Segmenting, and Targeting Your Market S. 31-40

„… other.MusicMarketingDIY_Book_REV_Pass01.indb 33 12/2/19 9:45 AM34 | MUSIC MARKETING FOR THE DIY MUSICIAN• Interests (Things They …” „… ? MusicMarketingDIY_Book_REV_Pass01.indb 35 12/2/19 9:45 AM36 | MUSIC MARKETING FOR THE DIY MUSICIAN• Put Up a Web …” „… ________________________________. MusicMarketingDIY_Book_REV_Pass01.indb 39 12/2/19 9:45 AM40 | MUSIC MARKETING FOR THE DIY MUSICIAN Given that our …”

18. PREPARE A MEASURING STRATEGY: Tracking, Analyzing, and Adjusting Your Marketing Campaign S. 227-238

„… 9:45 AM238 | MUSIC MARKETING FOR THE DIY MUSICIAN!Marketing Information System Codes …” „… 12/2/19 9:45 AM232 | MUSIC MARKETING FOR THE DIY MUSICIAN 2. Transfer the information from your …” „… 12/2/19 9:45 AM236 | MUSIC MARKETING FOR THE DIY MUSICIAN• Return on Investment (ROI): This tells …”

17. FORMULATE A PROMOTION STRATEGY, PART 4: Utilizing Direct Marketing, Personal Selling, and Sales Promotions to Get Fans S. 213-226

„… 12/2/19 9:45 AM226 | MUSIC MARKETING FOR THE DIY MUSICIAN!c) Sales Promotions Plan !Coupons: RTT …” „… . MusicMarketingDIY_Book_REV_Pass01.indb 213 12/2/19 9:45 AM214 | MUSIC MARKETING FOR THE DIY MUSICIAN• Uncomfortable …” „… 12/2/19 9:45 AM218 | MUSIC MARKETING FOR THE DIY MUSICIAN• Send Offers People Need, When They Need …”

Glossary of Terms Found in This Book S. 377-394

„… . MusicMarketingDIY_Book_REV_Pass01.indb 377 12/2/19 9:46 AM378 | GLOSSARY OF TERMS FOUND IN THIS BOOKBband. A group of …” „… and alternative (non-record) shops.MusicMarketingDIY_Book_REV_Pass01.indb 378 12/2/19 9:46 …” „… customers.MusicMarketingDIY_Book_REV_Pass01.indb 379 12/2/19 9:46 AM380 | GLOSSARY OF TERMS FOUND IN THIS BOOKcompany dominant (or …”

19. ASSEMBLE YOUR MARKETING PLAN OF ATTACK™: Presenting Your Business and Marketing Ideas Effectively S. 239-252

„… 12/2/19 9:45 AM240 | MUSIC MARKETING FOR THE DIY MUSICIANYOUR COMPLETE MARKETING PLAN OF ATTACK™—A …” „… .indb 241 12/2/19 9:45 AM242 | MUSIC MARKETING FOR THE DIY MUSICIANOffer Your Market NeedUsing …” „… 243 12/2/19 9:45 AM244 | MUSIC MARKETING FOR THE DIY MUSICIANInsert a Table of Contents (TOC)Now …”

7. SET YOUR MARKETING PLAN GOALS: Using the SMART Model S. 65-72

„… . MusicMarketingDIY_Book_REV_Pass01.indb 65 12/2/19 9:45 AM66 | MUSIC MARKETING FOR THE DIY MUSICIANHaving read this book …” „… DIY MUSICIANAssess Your People PowerThe people power of your organization is a major factor in …” „… THE DIY MUSICIANTo sum things up in the words of Vince Lombardi, the legendary coach for the Green Bay …”

doi.org/10.5771/9781538134634

Alexander Endreß, Hubert Wandjo - Musikwirtschaft im Zeitalter der Digitalisierung

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Alexander Endreß (ed.), Hubert Wandjo (ed.)

Musikwirtschaft im Zeitalter der Digitalisierung

Series: NomosHandbuch

Volume 2021

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Stefan Weinacht, Peter Tschmuck Die digitale Transformation der Medien und ihre Auswirkung auf die Promotion. S. 433-464

„… 2007: 11; Leitmannstetter 2013: 59–60). Ob nun unter diesen Rahmenbedingungen das Do it yourself (DIY …” „… Konstellation dürfte in zahllosen Fällen auf das DIY-Dilemma des modernen Musikmarketings hinauslaufen: Denn wie …” „… empirischen Beweise, dass eine DIY-Kommunikation der Künstler*innen über Social-Media besser wäre oder …”

doi.org/10.5771/9783845276939

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John Malkin

Punk Revolution!

2023

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2: Do It Yourself S. 19-36

„… repercussions on the music industry because DIY has become a way of life for many musicians, even outside of …” „… the corporate conglomerate. Although I’m not a musician, the DIY punk ethic applies to filmmaking. If …” „… impressed me were the DIY aspects of punk rock. I wasn’t a musician, but you didn’t need a whole lot of …”

Preface S. i-xviii

„… : Punk rock music—Political aspects—History. | Punk rock musicians—Interviews. | LCGFT: Oral …” „… L F DIY Together 193 W E A R E A L L P U S S Y R I O T Punk on the Front Lines, Russia to …” „… with a multitude of talented, thoughtful musicians and activists. I’m deeply grateful to everyone I’ve …”

15: “White Riot” S. 223-238

„… myself searching for other things. Eventually I found the DIY, hardcore, straight edge scene in Jersey …” „… come home Sunday night, going to these different places.In that punk scene I found my DIY culture and …” „… scene I found my DIY culture and politics—all the things that to this day I still believe in …”

Index S. 341-356

„… names, 265Basque musicians, 89Bastida, Ceci, 82–94, 90“Battle of Seattle,” xiii, 2Beckett, Samuel, 136 …” „… Become the Media (Biafra), xiiiBeeber, Steven Lee: on the commodification of punk, 279; on the DIY …” „… ; on the DIY movement, 29–30; on ego, 256; on entertaining US troops, 168; The Guantanamo School of …”

1: Mixing Punk and Politics S. 1-18

„… one- year anniversary of Occupy at a series of shows in New York City.Punk musicians have put time …” „… Now! have been supported by punk musicians. Back in 1984 Dave Dictor (Millions of Dead Cops) and R …” „… and politics inspired singers like Bob Geldof and Midge Ure to be directly involved in both DIY …”

21: Where Is the Revolution Now? S. 315-330

„… . There’s plenty to be singing about.While many punk musicians have always dedicated their music to …” „… musicians) push along the discussion to make changes in the present.Andy Gill of Gang of Four told me …” „… don’t feel there’s a role for musicians there. The kind of lineage that we link ourselves to is a folk …”

18: The Revolution Will Be Commodified S. 271-292

„… . Basically, except for the highest paid 5 percent of musicians, every-one else is struggling. We’ve done gigs …” „… Cor-poration. The United States has the most progressive law in the world about giving musicians the right to …” „… The Clash “sold out.” Spitboy’s aim was not to be on a major label and be virtuoso musicians. We were …”

doi.org/10.5771/9781538171738

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Rüdiger Graf (ed.)

Ökonomisierung

2019

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Klaus Nathaus Zwischen ästhetischer Autonomie und gerechter Verteilung. Ökonomisierung und ihre Kritik in der Populärmusik seit den 1930er Jahren S. 242-261

„… : Stage to Studio. Musicians and the Sound Revolution, 1890-1950, Baltimore MD 1996, S. 72-76 u. S …” „… Dance Musician and His Audience, in: American Journal of Sociology 57 (1951), S. 136-144. 16 Arthur …” „… f. 39 Robert Strachan: Micro-Independent Record Labels in the UK. Discourse, DIY Cultural …”

doi.org/10.5771/9783835343672

Bobby Borg - Business Basics for Musicians

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Bobby Borg

Business Basics for Musicians

2020

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Preface S. i-xxviii

„… Marketing for the DIY Musician or this one, here is how to think of it: Music Marketing for the DIY Musician …” „… prominent schools worldwide. I’m the author of Music Marketing for the DIY Musician (also in video streaming …” „… Praise for Business Basics for Musicians“In this day and age, it’s irresponsible for an artist to …”

PART 4: DEALS AND DOLLARS S. 127-254

„… BASICS FOR MUSICIANSSIGNING AWAY SHARES You may be wondering whether any musician would carelessly agree …” „… today. These include DIY companies, independent labels, production companies, and major labels. In part …” „… starting and operating your own DIY record company. This is all extremely important stuff. So be sure to …”

PART 5: FUTURE PREDICTIONS S. 255-262

„… MUSICIANSSuccess That’s Earned on Your Own: DIY StyleBy the year 2025, the world will likely be even more saturated …” „… way to keep them creating, and it is essential that those payments increase in order for musicians and …” „… support team, but the vast majority of musicians will have to achieve success on their own. The good news …”

Index S. 293-303

„… libraries, 217Music Marketing for the DIY Musician (Borg), 8, 66, 111, 223Music, Money, and Success (Brabec …” „… Federation of Musicians (AFM), 37, 41, 62, 109, 118membership benefits in, 38–40American Society of Composers …” „… from DIY record label, 129–32independent record company, 133–34production company, 137–38with record …”

PART 1: CAREER EXECUTION S. 1-12

„… out my book Music Marketing for the DIY Musician if you want to learn more about this fascinating …” „… competitive. The successful musicians you see today in the media—getting millions of hits on YouTube …” „… playlists—represent only a minuscule percentage of all the musicians in, or trying to break into, the music business …”

Chapter Review and Discussion Questions S. 263-270

„… might find musicians. 2. What is one thing you’d include on your “criteria for forming” list and why? 3 …” „… Self-Employment, Part 1: Gigs and Unions 1. A freelance musician can generally be described as being what? 2. A …” „… a freelance musician and a contract employee really important? 4. What does the AFM stand for and …”

PART 2: BUSINESS RELATIONSHIPS S. 13-66

„… trademarks and business entities. Now, let’s get this show started. How and Where to Look for MusiciansThe …” „… the process is an intuitive one, you would be surprised at the number of musicians—even those living …” „… insurance. Let’s get started. Getting the Gig: How to Be a “Working” MusicianSo how does one go about …”

Chapter Activity Assignments S. 271-276

„… Musicians and SAG-AFTRA, pick up any brochures they may have, and view the various wage scales that are …” „… self-worth as a musician, what do you think you should be paid per week to go out on the road? How about to …” „… : Taxes and InsuranceAs a freelance musician, explain how you might get insurance coverage. Please provide …”

PART 3: PRO TEAMS S. 67-126

„… MUSICIANSOne musician I know hired an attorney who was a friend of a friend to review a short, eight-page …” „… associated with attorneys and the law. I once heard a musician joke that he needed an attorney just to …” „… issues.BusinessBasics_Book_REV_Pass02.indb 69 12/6/19 12:22 PM70 | BUSINESS BASICS FOR MUSICIANS• Helps You Make Informed …”

doi.org/10.5771/9781538134641

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