Artists House Music

andrewsgoodrich
Nov-08-2009 8:26pm

Music Business Weekly Wrapup

In case you missed anything, here are some highlights from this week in music business news and artist advice:

Artists House Music:

  • A new AH interview from Atlanta Symphony Orchestra: Jennifer Jefferson (interactive media manager) http://is.gd/4Lhvz
  • Another clip from our new series with the Atlanta Symphony Orchestra: http://tinyurl.com/yb32nft
  • New followers: have you added yourself to the Artists House map yet? http://ow.ly/zEan
  • If you want a good live music scene in your town, you gotta go see live music!
  • Awesome! Thank you guys for getting us to 21k followers. It’s been just over one year - couldn’t have done it without you!
  • “Coin a Phrase: ‘The Downsell’”: http://bit.ly/2uwFRH
  • “AH Vault: Get a Job in Music Publishing!”: http://bit.ly/3Xkf0k

Music Business News:

Artist Advice/Thought/Opinion:

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andrewsgoodrich
Nov-05-2009 3:14pm

Coin a Phrase: The "Downsell"

by George Howard

We all know about the upsell: Mass Merchants, etc. lure you into their store with a low-cost item (too often, CDs) in the hopes that you leave with some high-margin item like a washing machine.

The “Downsell” is different. As I’ve discussed, the music business is now the merch business, and the way to go is to create a vast and sometimes over-the-top (like the awesome Josh Freese campaign) product array with some big-ticket (and high-margin) items that create awareness and drive people to the artist’s Site.

The reality, of course, is that most customers will look at the big-ticket item, but won’t buy. The psychology is sort of interesting. A customer is made aware of the site via the big-ticket item (Mr. Freese got a bit of press about his campaign, if you recall), looks at it, but can’t afford it/doesn’t want to spend so much. However, all of a sudden a CD/download priced at $10 seems like a bargain when compared with the big-ticket item priced in the hundreds (or thousands) of dollars.

It’s what economists call “the importance of being unimportant.”

The good news, of course, is that in addition to (for the time being, until everyone does this) creating awareness and driving traffic to an artist’s site, these big-ticket items have a high margin; you don’t have to sell too many of them to make material $. All the while, the majority of people who can’t/won’t pay for the big ticket item now are not only aware of the core product (the CD/download), but are predisposed to buy something because it appears to be a bargain.

Hence, the “Downsell.”

We’re doing this with Carly Simon’s new CD, and it’s working. It ain’t perfect, and we’ve got a long way to go (and it very much is an effort in refining), but the proof of concept is there.

It’s so important to think this way. The whole notion of just selling a CD/download is increasingly quaint (remember, the music business is the merch business).

Also, it’s crucial to not leave money on the table with respect to your core fans. The people — whether it’s 100 or 10,000 — who will buy whatever you throw at them, should not just be thrown a CD/download.

Doing so leaves a fortune on the table.

If you’re a true fan, and your favorite artist presents you with an offering that is personal/deluxe/etc., you’re not going to think twice about paying more for it. Yet, too often we as content providers don’t give these fans the opportunity to pay more.

As my three-year old says just before being chastised for doing so: “Stupid.”

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andrewsgoodrich
Nov-04-2009 6:00am

Atlanta Symphony Orchestra: Charlie Wade (VP Marketing/Audience Engagement)

Another clip from our series with the Atlanta Symphony Orchestra…

In this interview, Charlie Wade talks about being Vice President of Marketing and Audience Engagement at the Atlanta Symphony Orchestra. Charlie discusses how the state of the music industry affects his job, and the future of the Atlanta Symphony Orchestra.

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katieohalloran
Nov-04-2009 2:00am

AH Vault: Get a Job in Music Publishing!

For many of us pursuing a career on the business side of music, it wasn’t long ago that a position at a record label was the lone objective. This mindset may have been reasonable in the days of yore — back when the idea of a five-figure sales week being enough to regularly land the top spot on the Billboard 200 chart was almost laughable — but as the paradigm of the music industry evolves, so to must our mindsets. This is not to suggest that you should abandon the idea of working at a label; in spite of their current troubles, labels will eventually reinvent themselves, and there are labels out there now that are innovating and that can offer rewarding career opportunities. However, the industry also encompasses more thriving areas than ever before, and the types of careers spanning the business have never been so varied. By limiting your aspirations to a label position alone, you could miss out on a career path that you’re even better suited for.

Out of these thriving areas, publishing has been receiving most of the spotlight. In his interview with Billboard.biz, “Big” Jon Platt (now President of North American Creative at EMI Music Publishing), compares the potential for career longevity at publishing companies vs. record labels. He paints the publishing world as a place where executives are afforded more time to grow within companies, some staying with the same publisher for 15 years — a feat that’s rare to find within a record label. Furthermore, for those who want to play major roles in artist development, publishing is a top spot to be. While labels have understandably been trying to minimize their risk by targeting artists who are already as “developed” as possible, publishers have taken on greater roles as nurturers of talent. Had it not been for publishing companies and this openness to stick with new acts through the sometimes protracted development process, some of today’s biggest artists may still be unknown. Taylor Swift, for example, got her start by honing her songwriting abilities under the guidance of Arthur Buenahora at Sony/ATV Music Publishing before being offered her record deal. And in this Reuters article, Keri Hilson speak about how having first developed as a songwriter with Universal Music Publishing prepared her for the launch of her career as a solo artist this year after signing with Interscope Records.

So, how does one go about entering the publishing industry? The Artists House vault can offer some insight.

In addition to our video interview catalog, ArtistsHouseMusic.org offers a selection of articles and text-based interviews, and the list includes a comprehensive interview that Mike King (@atomzooey) did with Eric Beall on this very topic.

Beall began his tenure in the industry as a songwriter, penning songs for The Jacksons and Diana Ross (among others) and later transitioned to the business end of things, holding senior Creative positions at Zomba Music Publishing, Jive Records, and Sony/ATV Music Publishing. He is the author of “Making Music Make Money” (a must-read for anyone who wants to learn the ins and outs of publishing) and “The Billboard Guide to Writing and Producing Songs that Sell”. Currently, he is an A&R for Shapiro, Bernstein & Co and an instructor of the Berklee College of Music’s online course, Music Publishing 101, which he also authored.

In the interview, Eric discusses some of the ways people can get into the publishing industry, the positions available, the growth publishing has been experiencing, the amount of jobs available, and the best ways to prepare for a job in publishing. The full interview can be found here: Get a Job in Music Publishing!

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andrewsgoodrich
Nov-02-2009 6:00am

Atlanta Symphony Orchestra: Jennifer Jefferson

We’re in the process of uploading some new videos from various interviews we held with members (both musicians and staff) of the Atlanta Symphony Orchestra. I think, especially since this is an (often) underrepresented part of the music business, these interviews will be helpful for all of you, whether or not you are involved with this area. So much of the hype of music marketing/trends is only specific to ‘popular’ music, and really there is so much more to be said for the rest of the music community that doesn’t concern what Trent Reznor is currently ranting about.

This first interview, Jennifer Jefferson, Interactive Media Manager, talks about her job as media manager, how the state of the music industry affects her job, and the importance of new media.

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andrewsgoodrich
Nov-01-2009 4:35pm

Music Business Weekly Wrapup

In case you missed anything, here are some highlights from this week in music news and artist advice:

Artists House Music:

  • Social Media Club Chicago Panel Discussion October 2009 http://ow.ly/xJg7
  • Seth Godin on blogging and social networking: http://is.gd/4Hn5y on the Artists House blog
  • Interview w Michael Walbert, co-founder of @SMKA. Great entrepreneurial advice http://is.gd/4Gb7u
  • It seems like Facebook groups are where fans and conversation go to die. Am I wrong?
  • When you and your fans’ stories become intertwined, you’re on the right path.
  • Instead of DIY, think more along the lines of Do-It-Ourselves. You don’t need the budget, but you still need the right TEAM of people.

Music Business News:

  • Lala.com co-founder on the Google music search: “What’s happening here is the most frictionless thing since Apple and iTunes.”
  • Video From Google Music Search Announcement http://ow.ly/xnsm
  • Live Nation Opens Web Platform To Artists & Fans http://ow.ly/xns0
  • This is it: See LaLa’s New iPhone App In Action: More at TechCrunch…. http://bit.ly/47Jn1T
  • Apparently over 10 million people streamed the U2 gig live via YouTube the other day. Pretty significant numbers…
  • @TuneCore Does $30 Million in Music Sales in 2009: http://is.gd/4EEUU
  • Hey folks, check out the @cashmusic public fundraiser - support the people who support the music community at large - http://cashmusic.org

Advice/Thought/Opinion:

I’ll be looking to put together some good music twitter lists (might take awhile sorting through our nearly 21k (thank you!) followers). If you have suggestions, I’d love to hear em!

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