Cypress College
Music Promotion and Distribution (Online)
· Instructor: Professor Joseph C. Gallo
· Office Hours:All communication will be by email or by phone.
· Email:
· Phone: (714) 484-7031 Wk or (562) 343-8993
· Response time is generally within 24 hrs.Weekends will be answered on Monday.
Course Identification
· Course Number:MUS 212 C, Music Promotion and Distribution CRN# 22969
· Semester:Spring 2011
· Time: Tuesday 11:00A Online
· Room: Online
· Prerequisites: NA
Course Description
CSU
Music entrepreneurs will learn business procedures to form their own company, emphasizing strategies for the sale and promotion of music. The course covers topics such as the music marketing environment, hands-on marketing techniques, online sales and promotion, and the effects of technology in music publishing.
Course Objectives
Upon completion of the course, successful students will have completed the course objectives and demonstrated the following learning outcomes:
A. Create and manage an independent music-related business.
B. Propose a marketing plan for a record and artist.
C. Formulate promotional techniques for the sale of records.
D. Set up a distribution department for a record company.
E. Apply the appropriate principles associated with copyright registration, leasing and licensing, ownership, talent acquisition, and title clearance through performing rights/organizations, payment distributions.
F. Apply the appropriate principles associated with copyright registration, leasing and licensing, ownership, talent acquisition, and title clearance through performing rights/organizations, payment distributions.
SLOs
The student will be able to name the 7 Global Markets and the countries contained within them from memory with 85% accuracy.
Mid-Term Students will be required to complete a traditional press kit and an Electronic Press Kit (Web Site) MySpace, You Tube, etc.
Final Students will be required to create an Integrated Marketing Plan.
Textbook/Supplies
· Music Marketing Press, Promotion, Distribution, and Retail. By Mike King http://musicmarketingbook.com/buy/
Topics, Assignments and Due Dates
The goals for this course are to have you complete an Electronic Press Kit (EPK), start your own website, and complete a marketing plan.
Assignments for each week:
Please read the assigned chapter for the week and complete the section called “Workshops” at the end of each of the chapters. Email them to me at .
Each week students should go to the Blackboard as per your welcome letter. Go to the modules section and click on the file for the week. Please read all the material.
Students are then expected to go to the Tools button and click on the Discussion Board and add your thread to the discussions. This will be counted as your attendance and participation for each week.
Other assignments maybe given throughout the semester as seen fit.
Weekly Assignments
1st Week Creating a Marketing Plan That Works Pgs. 1-18 Please answer test and email your answers to me at
2nd Week Lesson 2: Making Money Through Merchandise Sales Pgs 19-32
· Branding Considerations: The Artist as a Brand
· How Merchandising Works, Who's Involved, and Where the Money Comes From
· Putting Together Your Plan: What to Make, What Not to Make, How Much to Make, How to Make It
· Merchandising Sales and Distribution Strategies
3rd Week How To Sell Your Music Online Pgs. 33-58
· Digital Distribution Basics: Terms, Formats, DRM, Metadata, UPC
· Understanding Online Music Retail Models and Pay Rates: Permanent Downloads, Streams, Advertising
· Working with Online Music Retail Outlets: iTunes, eMusic, Napster, Rhapsody, and More
· Online Music Distributors Deals and Details: CD Baby, TuneCore, IODA, The Orchard, Snocap
4th Week Lesson 4: Traditional Brick and Mortar Distributors Pgs. 59-72
· The Process and the Players
· When Do You Need Physical Distribution?
· Independent Artists and Distribution
· Artists Spotlight: Clap Your Hands Say Yeah
· Distribution Details and Typical Deals: Pricing, Distribution Fees, Returns, Discounts, and How You Get Paid Co-Op Advertising Possibilities
· Marketing Tools: Helping Your Distributor Help You
· Communicating with Your Distributor
·
5thWeek Lesson 5: Marketing in Traditional Retail Pgs 73-86
· Setting the Stage: The Problems with Retail, and How Smart Stores Are Overcoming Them
· Industry Spotlight: How the Independent Retailers Really Feel about Big-Box Exclusives
· The Importance of the Independent Retailer and Retail Coalitions
· How Smart Independents Are Competing in This Environment
· Consignment and Pricing Considerations
· Retail Marketing Opportunities and Resources
· Cover Art and Effective Packaging
· Soundscan—What It Is and Why It Matters
6th Week Lesson 6: Online, Mobile, and Video Marketing Pgs 87-108
· It All Starts at Home: Usability, Content, Effective Use of Media, Web 2.0
· SEO—Making Your Site POP!
· Measuring Your Online Traffic and Marketing Results
· Maximizing Your E-mail List
· Use RSS Now
· The Mobile Revolution: Mobile Marketing
· Video and Viral Marketing
7th week Lesson 7: Advertising Considerations, Marketing To Press and Radio Pgs 109-110 How to Approach Online PR Outlets: Positioning and Materials Bloggers: Importance of, How to Connect With Becoming a Voice: Best Practices for Communication Online Radio Visibility Paid Marketing Opportunities on 3rd Party Social Networking Sites Timing Considerations
8th Week Lesson 8: Advertising Pg 111-126
· Frank Zappa on Advertising
· Print Advertising Options: Consumer, Trade, and Co-Op Print Ads
· Researching Your Advertising Outlets
· Media Advertising: Radio and Television
· Online Advertising: Banner Ads, Newsletters, Keywords
· Component of an Effective Ad
· Timing Considerations
9th Week Lesson 9: Publicity Pgs 127-150 Publicity Tailoring Your Bio and Press Releases Physical vs.Electronic Press Kits Outlets—National, Regional,
Local, Specialized, and Trade Press Online Press vs. Traditional Press Who to Hire and When to Hire an Independent Publicist
10th Week Lesson 10: Radio Promotion Pgs 151-168 When should you consider radio promotion? How noncommercial radio works Marketing to noncommercial radio How commercial radio works What you need to look for in an independent radio promoter What an indie promoter can (and should) do for you
11th Week Lesson 11: Making the Most of a Tour Pgs 169-184 When should you consider radio promotion? How noncommercial radio works Marketing to noncommercial radio How commercial radio works What you need to look for in an independent radio promoter What an indie promoter can (and should) do for you
12th Week Lesson 12: Putting It All Together Pgs 185-186
13th Week Lesson 13: Timing is Everything Pgs 187-202 Your Integrated Marketing Campaign: Putting It All Together Timing the Pre-Release Marketing of Your
Record Long Lead Pre-Release Marketing (15-20 weeks out from street date) Moderate Lead Pre-Release Marketing (7-14 weeks our from street date) Short Lead Pre-Release Marketing How to Service Key Marketing Outlets Pre-Release Post-Release Marketing Recap Phase II Marketing: Capitalizing on Your Success
14th Week Lesson 14: The Marketing Plan The Big Picture Defining Your Goals Finding Your Audience and Defining Your Market Components of an Effective Marketing Plan Budgeting! The Components of a New Release Budget Tailoring Your Plan to Your Strengths
15th Week Lesson 15: The Marketing Plan continued
16th Week Lesson 16: Your Web Site Goes Live
17th Week Lesson 17: Tweeking Your Web Site
Final May 19, 2011
Attendance
Students must be disciplined. Weekly contact with the teacher is a must. I will not be available Friday through Sunday. Students that attend regularly and on time generally do better. Weekly assignments need to be completed and submitted to me by 8:00A Thursday of the week they are due. A student is in jeopardy of being dropped from the roll due to absences or lack of participation. A student will be considered absent if the student does not report each week. Individual problems of extended absence due to illness or other cause may be resolved by consultation with the instructor.
Cypress College 2010-2011 Catalog PG 12
Grading policy A = 90-100 B = 80-89 C= 70-79 D= 60-69 F 0-59
Students will be graded on the following:
Attendance/Participation 25%
Weekly assignments ---- 25%
Mid Term and Final 50%
Admissions and Records
Is the first contact students will generally have with Cypress College. The Office provides clear and concise information to all members of the community. The Admissions and Records Office is located on the first floor of the Student Center. Cypress College 2010-2011 Catalog PG 29.
Sexual Harassment/Discrimination Policy
Students who believe they have been subjected to unlawful discrimination, including sexual harassment, or who seek information regarding the District’s Unlawful Discrimination Policy, should contact the Office of the District Director of Human Resources. Cypress College 2010-2011 Catalog PG 37.
Food/Beverage Policy
No food in the band room! Only water to drink.
Pager/Cell Phone Policy
All electronic devices will be turned off during rehearsal/class time. Please turn these devices off before entering.
Academic Honesty Policy
Please click on www.cypresscollege.edu and click on the "Schedule and Catalog" link. This is the Cypress College Academic Honesty Policy, which can also be found in the Cypress College 2010-2011 Catalog PG 8.
Student Services
For your student and instructional service needs, click on www.cypresscollege.edu
Campus Safety
Provides escort service upon request at (714) 484-7387.
Special Needs Students with verified disabilities requiring accommodations should make a specific request of the instructor at the beginning of the semester or one week prior to the specified need.
Advisement/Counseling
The Webpage for counselors and their e-mail addresses is located under Counseling on the Cypress College Website at www.cypresscollege.edu
Availability of On-Campus Computers On-campus computers for student use are in the Library and Learning Resource Center.
Tips For Success
The successful student is independent, self-motivated, willing to learn on-their-own, and willing to ask questions as soon as questions arise. They are also good with written instructions, good at expressing themselves in writing, and are aware that technology is as much a convenience as a barrier.
Stay on task and be aware of your personal timelines when completing assignments.
Cypress College Library Learning Resources
The Music Library is located on the second floor of the Fine Arts Building Room 212
The library web page provides access to an online catalog listing the library holdings from Cypress, Fullerton, Golden west, Orange Coast, Cal State Fullerton and Cal State Long Beach. Students will need their campus ID card to check books out from these libraries.
Online Writing Lab
(OWL) OWL brings the writing center services to cyberspace. Besides a host of links and downloadable handouts for writers, the OWL also offers interactive exercises, Power Point lessons, tutor email and a tutor chat room. OWL is located at: www.cypresscollege.edu/~writing
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