1. A digital business model for independent musicians by A wanna-be rock star.

2. Part 1: the longing A digital business model for independent musicians

3. Part 2: the theory far from making a living by making music, the majority of musicians finance music making by making a living (Bennett, UWA) 90% UK classical musicians, 94% in Norway, 92% US, need secondary employment - mostly teaching! 90% UK classical musicians, 94% in Norway, 92% US, need secondary employment - mostly teaching! Most regard teaching as a fall-back career and would prefer to be full-time performers Most regard teaching as a fall-back career and would prefer to be full-time performers Dont give up your day job report (2003): Dont give up your day job report (2003): 81% of time spent on artistic work = 66% of income; 81% of time spent on artistic work = 66% of income; Half of practicing professional artists earned <$10K Half of practicing professional artists earned <$10K A digital business model for independent musicians

4. ` The shape of the traditional music industry A digital business model for independent musicians

5. Part 2: the theory BUT! The digital revolution: The digital revolution: Reduces costs of production Reduces costs of production Reduces cost of storage Reduces cost of storage Reduces cost of distribution Reduces cost of distribution Allows direct performer–consumer contact Allows direct performer–consumer contact Doesnt NECESSARILY reduce promotion cost Doesnt NECESSARILY reduce promotion cost SO, is it possible? A digital business model for independent musicians

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7. Part 3: the questions 1. What are the factors affecting the sustainability of independent digital music production and distribution? 2. How many of these factors can be directly influenced by an independent artist in the day-to-day operations of their musical enterprise? 3. How can these factors be best manipulated to maximise the benefit generated from digital music assets? A digital business model for independent musicians

8. Part 4a: the (action research) method 1. Go ask people what theyre doing Global survey of cognate projects Global survey of cognate projects Gain yardsticks for success Gain yardsticks for success Gather ideas/tips Gather ideas/tips Get in touch with the community Get in touch with the community Interviews Interviews More in-depth quantitative data More in-depth quantitative data Deeper examination of practice Deeper examination of practice A digital business model for independent musicians

9. Part 5b: the (action research) method 2. Have a go at it. Bun Ber Es third CD (in production) Bun Ber Es third CD (in production) The Genre Benders (under development) The Genre Benders (under development) Community of performers Community of performers Proceeds to be distributed back to the creators Proceeds to be distributed back to the creators Using digital home studio production Using digital home studio production Focus on using online promotions Focus on using online promotions Available globally Available globally A digital business model for independent musicians

10. Part 5c: the (action research) method 3. Tell everyone how its gone. Keep community informed via regular updates and blog Keep community informed via regular updates and blog Rely on them to use this feedback to improve their own practice Rely on them to use this feedback to improve their own practice Rely on them to give further data on their success/failure Rely on them to give further data on their success/failure Be completely open and accountable! Be completely open and accountable! A digital business model for independent musicians

11. Part 5d: the (action research) method 4. See step 1. This will be a multi-stage process This will be a multi-stage process Were not gonna get it right straight away (if at all) Were not gonna get it right straight away (if at all) Be prepared to try again and again Be prepared to try again and again Project continues (hopefully) after the research is finished … Project continues (hopefully) after the research is finished … A digital business model for independent musicians

12. Part 6: What have I learned so far? There are more (and more subtle) barriers than I even imagined There are more (and more subtle) barriers than I even imagined Lawyers are expensive & time-consuming Lawyers are expensive & time-consuming Bureaucrats are NOT there to help Bureaucrats are NOT there to help Organising part-timers IS like herding cats Organising part-timers IS like herding cats There are not as many useful facilities around for rehearsal as I thought There are not as many useful facilities around for rehearsal as I thought A digital business model for independent musicians

13. Part 6: What have I learned so far? The online methods work! The online methods work! MySpace is a great source of traffic MySpace is a great source of traffic Podcasting is a great source of traffic Podcasting is a great source of traffic Search engine marketing is great Search engine marketing is great The word does spread – but slowly The word does spread – but slowly Spam is a killer and taking new forms Spam is a killer and taking new forms The key seems to be genuine networking/community participation The key seems to be genuine networking/community participation A digital business model for independent musicians

14. Part 6: What have I learned so far? The digital mythology is being hijacked The digital mythology is being hijacked The Arctic Monkeys/Sandi Thom were there before MySpace The Arctic Monkeys/Sandi Thom were there before MySpace MC Lars didnt make is latest hit on his laptop MC Lars didnt make is latest hit on his laptop See lonelygirl15 See lonelygirl15 This is the result of clever but nonetheless Old School management and promotion dressed up to co-opt New Media cool. This is the result of clever but nonetheless Old School management and promotion dressed up to co-opt New Media cool. This can easily backfire!! This can easily backfire!! A digital business model for independent musicians

15. Part 6: What do I need help with? Money/nicer bureaucrats? Money/nicer bureaucrats? Tips on Organisational networks Tips on Organisational networks Cross-over to offline media? Cross-over to offline media? Participants! Participants! A digital business model for independent musicians

16. The end! Questions?? A digital business model for independent musicians