The Top 10 Truths Of The Music Business

The music business has changed quite a lot throughout the past decade, and while new technical innovations may have caused the restructuring of many business models (and the inner workings of them), several other truths continue to remain the same today – such as extremely compelling music continuing to be the cornerstone of any artist endeavor. In this downloadable lesson from Berklee College of Music, Future of Music co-authors David Kusek and Gerd Leonhard have identified what they feel are the Top 10 truths that will guide the future of the music business, as well as define the nature of the relationship between artist and fan.

The Top 10 Truths Of The Music Business

[Download the full lesson below]

1. Music matters more than ever: the music market is alive and vibrant.

2. The record business is not the same as the music business.

3. The artists are the brands, and entertainment is the main attraction. 

4. Artists and their managers will shape the future.

5. Publishing income is a crucial income stream.

6. Radio is no longer the primary way that people discover new music.

7. Digital niche marketing outperforms mass marketing.

8. Customers demand—and get—increasing convenience and value.

9. The current pricing model goes out the window.

10. Music is mobile, and new models will embrace a more liquid view of music.

Download the full lesson here.

—

Hisham Dahud is a Senior Analyst for Hypebot.com. Additionally, he is the head of Business Development for Fame House and an independent musician. Follow him on Twitter: @HishamDahud

Comments

[Jordan]

The "full lesson" link seems to be broken. I am getting an "Access Denied" page.

[Corey]

Yep same error message.

[orders@darla.com]

Yeah. I'm cautious of self proclaimed "Music Business Professionals" coming from the tech side. Especially those half my age who attempt to so narrowly define it's reality.

[zoso]

If radio is no longer the primary way people discover new music - try breaking an artist without it...

[ika]

http://www.reverbnation.com/apl10?profile_view_source=view_profile_btn

[Wes]

"Radio is no longer the primary way that people discover new music." ya, it's the second most primary way people discover music, Hypebot said it themselves...don't discount radio.

[A Facebook User]

Nice insights, but I think discovery still rely primarily on radio for most people (at least those who don't have time to search the Internet and discver music on their own).
According to the latest Music360 report from Neilsen (http://www.nielsen.com/us/en/insights/press-room/2012/music-discovery-still-dominated-by-radio--says-nielsen-music-360.html) "Radio is still the dominant way people discover music... 48% discover music most often through the radio".
I believe radio is still dominant as a discovery tool, because discovery is essentially broken in most forms of online music consumption ("more of the same").

[jeff.]

People are going to continue to hold radio first and foremost. Let's look at TV, and they STILL go on ratings. Some say this is the wave of the future, though the future has been now for almost ten years now. I'll never understand how people and the media works.

[Tuna]

I know. I'm trying right now, and finding that itunes, youtube, all of it, only breaks you to a small, almost amateur level. I mean, youtube's biggest hit , by far this year, is the baby who laughs when parents crush up paper. I'm wondering how a producer makes money now? Itunes downloads bring about half the revenue as CD sales, and are cut up so different, good luck getting a check. Sure miss CDs in Walmart.

[Tuna]

Yes, the same. Play lists of 20 or so artists, big bucks to get on it. As a life long studio musician, I can tell you that 95% of what we play on, will never be heard, and it's always been that way. The problem with new media, is it is very accessable, to all, but no quality control, which can be good, but a wide success, isn't a deep one. It costs a lot less to do a CD, these days, but you won't make near as much, without radio and TV success.