HND1MIM2010_11GL

G.Lindner 06/09/2010 1

Higher National Diploma in

Music Production

Module Guide for

Music Industry Management I

Management Techniques & Professional Practice

2010 / 2011

Year: H1

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Module Specification: Module Title: Music Industry Management I

(Management Techniques & Professional Practice)

Module Length: Semester 1 & 2 (90 hours of lectures plus independent study time)

Tutor: Gabriele Lindner Room: Room LG13 Tel: 01227 811215 Summary: The purpose of this core module is to explore and develop a significant understanding of the management and administration techniques practised in the Music Industry not only in the UK but also on a global scale. The module will develop knowledge and skills that will enable you to operate within the Music Industry. You will learn

• to identify sources of finance • to control operational expenditure to secure a return in artistic, financial and

benefit terms • about legal aspects between composers, music publishers, record

companies, producers, managers, agents, performing rights organisations and mechanical licensing agencies

• about the skills required for the process and production of high profile professional work in the Music Industry by studying planning procedures, pre-production/rehearsal scheduling, budgetary and financial control of recording and touring

• about the importance of entertainment law, health and safety and public liability for both consumers and producers of music

Learning Outcomes: To successfully pass this module you must:

• develop competence in the management techniques of arts operations • manage information systems to support administrative procedures • investigate and understand a range of performance/production planning

procedures • analyse the procedures of pre-production/rehearsal scheduling and

performance • develop expertise in marketing and promotional strategies • develop expertise in financial management techniques as applied to the

arts • review current Health and Safety legislation.

Assessment Method: Four equally weighted coursework assignments:

set submit feedback

Week beginning

Assignment 1 4/10/10 18/10/10 8/11/10

Assignment 2 29/11/10 14/2/11 7/3/11

Assignment 3/4 21/3/11 23/5/11 13/6/11

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Outcomes Management Techniques (MT)

A. develop competence in the management techniques of music business operations

1. prepare and employ effective work schedules

2. complete a skills inventory

3. apply risk assessment techniques and draw up contingency plans

4. recognise and harness expertise within teams

B. manage information systems to support administrative procedures

1. use a range of ICT applications

2. interpret statistical data and process it effectively

3. access data, create and maintain a database of useful organisations

C. demonstrate knowledge and understanding in marketing and promotional strategies

1. identify target markets and generate audience profiles

2. formulate and implement a marketing strategy

3. devise promotional materials

D. demonstrate knowledge and understanding in financial management techniques as applied to the music business

1. manage accounting mechanisms and devise a system of budgetary control

2. prepare, interpret, evaluate and display financial records appropriate to organisational and legal demands

3. create internal and external financial reports that reflect an organisation’s financial performance

Outcomes Professional Practice (PP)

A. review and respond to current developments in the music industry

1. explore current developments

2. research current funding mechanisms and methods of access for practitioners

3. identify market trends and audience demands

4. engage in the quality debate within the music industry

B. sustain and extend a current profile as a practitioner

1. devise and maintain a current CV and/or portfolio of work

2. develop a database of agents and professional contacts

3. conduct a self assessment inventory

C. demonstrate knowledge and understanding of the relevant legal and statutory framework that is relevant to the music industry

1. examine sound health and safety practices

2. evaluate legislation influencing the industry

3. work within statutory and regulatory constraints

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Some Suggested Reading: Textbooks: Barrow, C. and Barrow, P. (2005) The Business Plan Workbook, Kogan Page Britten, A. (2009) Working in the Music Industry: How to Find an Exciting and Varied Career in the World of Music, How To Books Limited Harrison, A. (2008) Music: The Business, London, Virgin Publishing. Hutchison, T. (2008) Web Marketing for the Music Business, Focal Press Hutchison, T. Macy, A. and Allen, P. (2009) Record Label Marketing, Focal Press Kalliongis, N. (2008) MySpace Music Profit Monster: Easy Online Strategies for Getting More Fans Fast, Powerhouse Books Knopper, S. (2009) Appetite for Self-Destruction: The Spectacular Crash of the Record Industry in the Digital Age, Simon and Schuster Lathrop, T. (2003) This Business of Music Marketing & Promotion, Billboard Books Levine, M. (1997) How to Be a Working Musician: A Practical Guide to Earning Money in the Music Business, Billboard Books Music Managers Forum (2003) The Music Management Bible, Sanctuary Newby, J. and Barrow, T. (1994) Inside the Music Business, Routledge Owsinski. B. (2009) Music 3.0: A Survival Guide for Making Music in the Internet Age, Music Pro Guides Pattenden, S. (2007) How to Make It in the Music Business, Virgin Books Schulenberg, R. (2005) Legal Aspects of the Music Industry, Billboard Books Wikström, P. (2009) The Music Industry: Music in the Cloud (DMS Digital Media and Society), Polity Press Winterson, J. Nickol, P. and Bricheno, T. (2003) Pop Music: The Text Book, Peters Edition

Journals available in the LRC: Musicweek Sound on Sound

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Some Websites: AIM (Association of Independent Music) www.musicindie.com

APRS (Association of Professional Recording Services) www.aprs.co.uk

Arts Council www.artscouncil.org.uk

BARD (British Association of Record Dealers) www.bardltd.org

BMR (British Music Rights) www.bmr.org

BPI www.bpi.co.uk

IFPI (International Federation of the Phonographic Industry) www.ifpi.org

IMF (International Managers Forum) www.imf-uk.org

www.mcps.co.uk

MPG(Music Producers Guild) www.mpg.org.uk

MU (Musicians Union) www.musiciansunion.org.uk

PPL (Phonographic Performance Ltd) www.ppluk.com

PRS (Performing Rights Society) and MCPS (Mechanical Copyright Protection

Society) http://www.prsformusic.co.uk

RIAA (Recording Industry Association of America) www.riaa.com

WIPO (World Intellectual Property Organisation) www.wipo.org

And more:

www.britishcouncil.org arts cultural relations and arts www.guardian.co.uk newspaper famed for arts and society

coverage www.musictank.com sound business ideas Other Useful Sites:

www.bbc.co.uk/music/introducing/advice/ The BBC has plenty of information on getting a job and managing your finances, including advice on writing a CV and feeling confident at interviews. www.mpg.org.uk MPG (Music Producers Guild) - the trade body which represents people primarily working in studios recording music e.g. producers and engineers. http://www.bemuso.com/musicbiz/index.html A good site about the music business and how everything works. www.princes-trust.org.uk The Prince's Trust - a charitable trust offering financial help to people aged 18-30 who want to start their own business but have found it difficult to get funds e.g. because of their age, credit record, or because they're unemployed. http://careersadvice.direct.gov.uk/contactus/contactus/Summary.htm

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information about jobs in music http://www.mustard-mg.com/musbiz/overviewmodel.htm Music Business Resources for Students http://www.berklee.edu/careers/resources.html Music Career Resources from Berklee University in the USA About recording studios http://www.electricbluesclub.co.uk/recording_studios.html Practical advice on advertising music events (poster design) http://billytweedie.tripod.com/3/articles/marketing.htm How to Write and Send a Press Release http://www.musicbizacademy.com/articles/pressrelease.htm

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HND Music Industry Management 1

LECTURE CALENDAR 2010-11

Week No. Commencing

1 13 September Term 1 Begins - Year 1 Induction

2 20 September Introduction to Music Business Management - The Wider Picture

3 27 September Jobs in Music

4 4 October Set Ass 1 - Ruthless Self-Promotion?

5 11 October Ass 1 tutorials

6 18 0ctober Ass 1 tutorials - Ass 1 Submission

25 October SELF-DIRECTED STUDY WEEK

7 1 November The importance of live music

8 8 November Live Music - Legal requirements - Licenses

9 15 November Planning a Gig - Legal requirements - Health and Safety

10 22 November Planning a Gig - Contracts

11 29 November Set Ass 2 – Formant Audition Gig - Advertising

12 6 December Budgeting

13 13 December Marketing - Advertising

20 December

27 December 2008

CHRISTMAS HOLIDAY

3 January

14 10 January Preparing for Gig - Production Meeting

15 17 January Production Meeting/Assignment work

16 24 January Final Production Meeting Assignment work

17 31 January Last minute necessities for Audition Gig / Assignment work / GIG in Lanfranq

18 7 February Reflection/Evaluation

19 14 February Submit Ass2 / Recap

21 February SELF-DIRECTED STUDY WEEK

20 28 February Formant Records - History – previous releases

21 7 March A&R, Producers, managers and Artist development

22 14 March Publishing deals - Contracts

23 21 March Set Ass 3/4 – Formant –Proposal for Making a Record (Group Presentations) Record deals - Contracts

24 28 March A&R - Choose talent

25 4 April Recording budget

10 April

17 April

EASTER BREAK

26 25 April Ass 3/4 tutorials

27 2 May Ass 3/4 tutorials

28 9 May Ass 3/4 tutorials – presentations

29 16 May Ass 3/4 tutorials – presentations

30 23 May Presentations

Final Coursework Submission (HND)

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Higher National Diploma in Music Technology Assignment Assessment

Name:

Module: Music Industry Management 1

Assignment Title: Assignment 1 - CV / Database Ref.No.: Date Set 4/10/10 Completion Date: 18/10/10 Return Date: 8/11/10

Unit No: Unit Code: Unit Title:

3+4 Management Techniques (MT) /Professional Practice (PP)

Outcome(s) / Assessment Criteria:

Evidence:

Professional Practice

B1 B2 B3

Management Techniques A2 A4 B1 B3

Devise and maintain a current CV and / OR portfolio of work Develop a database of agents and professional contacts Conduct a self assessment inventory Complete a skills inventory Recognise and harness expertise within teams Use a range of ICT applications Access data, create and maintain a data base of useful organisations

Tutor Comment: Overall Grade:

General Comments:

Areas to improve:

Signature: Date:

Verifier Comment (where applicable)

Signature: Date:

Verified by: Date:

Student comment on tutor feedback

Cheating and Plagiarism The University of Greenwich and Canterbury College view cheating and plagiarism as serious academic misconduct and will penalise students who are found to have attempted such deception. Plagiarism is when a student submits any part of another person’s work and tries to pass it off as their own. This applies to all work submitted for assessment (e.g. essays, reports, projects, diagrams, music, examination answers

Student plagiarism declaration and assignment signature:

Date:

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Assignment 1 - CV / Database (ca. 1000 words in total for parts 1,2,3) Part 1 Conduct a self assessment inventory

Reflect on your strengths and weaknesses and also your professional development needs. Consider: Personality: your individual traits Skills: the activities you are good at, those that might need improving Values: things that are important to you Interests: what you enjoy doing (outside of your main professional interest) Relate these to their relevance when working in the music business.

Part 2 Job Application

Research relevant press and/or the Internet to find a suitable job in the music industry. Write a letter of application for the post highlighting your suitability for the job.

Part 3 Curriculum Vitae

Produce an up-to-date Curriculum Vita to accompany your job application. Chose the appropriate format for your CV.

Part 4 (N.B. excluded from word count) Develop a Database

a. People in the Business: Compile names, job positions held, addresses, phone numbers, email addresses, together with other relevant info (services offered, genres, other interests, common friends, etc.) Also include your fellow students in this database. b. Organisations and businesses Collection agencies, Record Labels, Recording Studios, Pressing Plants, Music shops, Rehearsal Studios, Distributors, Local indie labels, Radio Stations, Newspapers, Record Magazines, Internet Sites for Music, etc.

Chose an appropriate electronic format to save and present your information. This should be an ongoing effort and updated regularly.

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Assignment Grading Criteria:

In order to achieve a mark above 40% or above for this assignment you

must:

1. Complete the letter of application and Curriculum Vitae: the Curriculum Vitae

needs some minor adjustments to content or formatting.

2. Demonstrate a general knowledge and understanding of all the specified

areas of Music Industry Management.

3. Demonstrate an understanding of the skills required for the post.

4. Conduct a self Assessment inventory

5. Develop a database of useful organisations

In order to achieve a mark above 55% or above for this assignment you

must:

1. Submit the assignment by the due date: complete the letter of application and

Curriculum Vitae.

2. Complete a well-written, detailed letter of application to accompany a well-

produced professional Curriculum Vitae.

3. Demonstrate a sound knowledge of all the specified areas of Music Industry

Management.

4. Demonstrate a clear understanding of the skills required for the post and how

they will be matched by the skills of the applicant.

5. Conduct a Full self Assessment inventory

6. Develop a professional database

In order to achieve a mark of 70% or above for this assignment you

must:

1. Submit the assignment by the due date.

2. Complete an outstanding letter of application and Curriculum Vitae, which

demonstrates professionalism and a commitment to employment within the

music industry.

3. Demonstrate a comprehensive up to date working knowledge of all the

specified areas of Music Industry Management.

4 Develop and maintain a comprehensive professional data base

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Higher National Diploma in Music Technology

Assignment Assessment Name:

Module: Music Industry Management 1

Assignment Title: Assignment 2 Staging a Gig – Licenses, Rules and Regulations, H&S, Audiences and Marketing

Ref.No.:

Date Set:

29/11/2010 Completion Date:

14/2/2011 Return Date:

7/3/2011

Unit No: Unit

Code: Unit Title:

3 4

Management Techniques Professional Practice


Evidence:

Management Techniques A1 A4 C1 C2 C3 Professional Practice A3 C1 C2 C3

Prepare and employ effective work schedules Recognise and harness expertise within teams Identify target markets and generate audience profiles Formulate and implement a marketing strategy Devise promotional materials Identify market trends and audience demands Apply sound health and safety practices Evaluate legislation influencing the industry Work within statuary & regulatory constraints

Tutor Comment: Overall Grade:

General Comments:

Areas to improve:

Signature: Date:


Signature: Date:

Assignment set by: Gabriele Lindner Date: 22/2/2010

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Verified by: Date:



Assignment 2 (ca. 1500 words total): Scenario: During February 2011 you will be organising a gig in the Lanfranq theatre at Canterbury College to audition suitable bands for Formant records. This assignment will document the practical issues regarding live performance such as the necessary contracts and licenses, risk assessment, marketing and advertising. 1. Legislation: Give a detailed account of the current legislation relevant to live performances in Canterbury. Consider the following questions:

- What is the current legal situation regarding volume levels? - What is the PEL? Who needs this? How do you obtain this license? - What is the function of the PRS? How do you obtain a PRS

license? - What is the function of the PPL? How do you obtain a PPL license? - What is risk assessment? How and why do you carry out a risk

assessment? - What is the purpose of 3rd party liability insurance?

Evaluate the pros and cons of having to comply with these legal issues. 2. Contracts: Which contracts would be relevant for a live performance? Discuss the clauses that should be included in these contracts. 3. Marketing and Promotion: Devise a marketing campaign including promotional materials (poster, flyer, press release). Describe your target audience and how your advertising and pricing is aimed at reaching the desired audience and return.


Date:

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Make sure you include a bibliography that shows the sources of your information.

Assignment Grading Criteria:

In order to achieve a mark above 40% or above for this assignment you must: 1. Complete all 3 elements of this assignment giving basic answers 2. Demonstrate a general knowledge and understanding of the area of Live

Performance and the related legislation 3. Demonstrate a basic understanding of marketing strategies. 4. Create a basic audience profile and publicity materials 5. Write about contract clauses found in the area of live entertainment

In order to achieve a mark above 55% or above for this assignment you must:

1. Submit the assignment by the due date 2. Demonstrate a good knowledge and understanding of the area of Live

Performance and all of the related legislation 3. Demonstrate a good understanding of marketing strategies. 4. Create a detailed audience profile and accurate publicity materials 5. Discuss critically the contract clauses found in the area of live

entertainment In order to achieve a mark of 70% or above for this assignment you must:

1. Submit the assignment by the due date. 2. Demonstrate a comprehensive and up to date working knowledge of the

area of Live Performance 3. Demonstrate a comprehensive understanding of marketing strategies. 4. Create a comprehensive audience profile and outstanding publicity

materials 5. Present a in depth discussion of contract clauses found in the area of live

entertainment

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Higher National Diploma in Music Technology Assignment Assessment

Name:

Module:

Music Industry Management 1

Assignment Title: Assignment 3+4: Business Plan Cash flow Projection Music and the World Wide Web

Ref.No.:

Date Set:

21/3/2011 Completion Date:

23/5/2011 Return Date:

13/6/2011

Unit No: Unit Code:

Unit Title:

3 4

Management Techniques Professional Practice


Evidence:

Management Techniques A 1 A 3 B1 B2 C1 C2 C3 D1 D2 D3

Prepare and employ effective work schedules Apply risk assessment techniques and draw up contingency plans Use range of IT applications Interpret statistical data and process it effectively Identify target markets and generate audience profiles Formulate and implement a marketing strategy Devise promotional materials Manage accounting mechanisms and devise a system of budgetary control Prepare interpret evaluate and display financial records appropriate to organisational and legal demands Create internal and external financial reports that reflect an organisations financial performances

Professional Practice A1 A2 A3 A4

Explore current developments Research current funding mechanisms and methods of access for practitioners Identify market trends and audience demands Engage in the quality debate within the art form

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Tutor Comment: Overall Grade: General Comments:

Areas to improve:

Signature: Date:


Signature: Date:

Assignment set by: Gabriele Lindner Date:

Verified by: Date:




Date:

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Scenario:

You have agreed to manage a local band.

You plan to produce a new 3-track CD single of their original material, press 1000 copies (for promotional purposes and to be sold at gigs), and make the tracks available as downloads. As you feel particularly confident in the prospective commercial success of the band you have decided to approach your bank for a £5000 overdraft to cover the production, manufacturing and promotion costs. In order to secure the overdraft the small business advisor at the bank requires a business plan and cashflow projection.

Part 1: BUSINESS PLAN

Download a template from Internet and complete with your details. Evaluate your plan.

Part 2: CASHFLOW PROJECTION

Create an Excel spreadsheet showing projected expenditure and income over 12 months. Evaluate the financial viability of the project.

Part 3: MUSIC AND THE WORLD WIDE WEB

In pairs prepare and give a 15-minute multi-media presentation about:

- the mechanisms for releasing music online - the opportunities that digital distribution offers to new labels and acts - a marketing strategy for your band that includes traditional and new

digital promotion methods Make sure you include a bibliography that shows the sources of your information.

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Assignment Grading Criteria: In order to achieve a mark of 40% or above for this assignment you must:

1. Submit the business plan and cashflow projection in the specified format. 2. Demonstrate a basic knowledge and understanding of all the specified

areas of Music Industry Management. 3. Demonstrate that the answers given were informed by research using a

range or sources, including the World Wide Web and through practical experience.

In order to achieve a mark of 55% or above for this assignment you must:

1. Submit the business plan and cashflow projection in the specified format by the due date.

2. Complete a detailed business plan which with minor correction could be used commercially.

3. Demonstrate a sound knowledge of all the specified areas of Music Industry Management.

4. Demonstrate that the answers given were informed by detailed research using a range or sources, including the World Wide Web and through practical experience.

In order to achieve a mark of 70% or above for this assignment you must:

1. Submit the business plan and cashflow projection in the specified format by the due date.

2. Complete a detailed business plan, which could be used commercially. 3. Demonstrate a comprehensive knowledge of all the specified areas of

Music Industry Management. 4. Demonstrate that the answers given were informed by extensive research

using a range or sources, including the World Wide Web and through practical experience.

Documents

HND1MIM2010_11GL