Understanding the Music Business: What is Music Worth?
This course will examine the music industry in the United States, with the unique perspective gained by Vanderbilt University’s location in Nashville, TN. Nashville is a major center of music in the United States, and the music created here has a global reach, particularly in the country, rock, pop, singer-songwriter, and Americana genres.
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- Level Foundation
- المدة 18 ساعات hours
- الطبع بواسطة Vanderbilt University
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Offered by
عن
This course will examine the music industry in the United States, with the unique perspective gained by Vanderbilt University's location in Nashville, TN. Nashville is a major center of music in the United States, and the music created here has a global reach, particularly in the country, rock, pop, singer-songwriter, and Americana genres. However, students will learn that the basic principles of recording, marketing, copyright, licensing, and live performance are the same, regardless of musical style or genre. The music business is one of the most rapidly changing industries in the US today. It is also an industry filled with contradiction, and media headlines and anecdotal stories often add to the confusion. Here are just a few statements paraphrased from recent news stories: * The music business has collapsed * Demand for music is expanding at the greatest rate in history * Historic recording studios are closing at an alarming rate * More people are making recordings than ever before * Musicians usually lose money touring * Musicians usually make money touring * Major artist pulls songs off streaming services because they don't pay fairly * Major artist makes a fortune from streaming services * People won't buy records anymore * Vinyl record sales are soaring This course will attempt to make sense of these seemingly contradictory trends and data, outline the basic structure and mechanisms of today's music industry, and encourage students to think critically and entrepreneurially about the future of music. Leaders from various areas of the music business will lend their perspectives through in-depth interviews, and footage from a recording session will give learners a behind the scenes look at how a song goes from the spark of an idea hummed into a cell phone to a finished recording. Participants will grapple with questions about art and commerce which are both timeless and crucially important today, and will emerge from this course with tools allowing them to make more informed decisions as creators, promoters, and consumers of music. Course launches February 19, 2016.الوحدات
Module 1: Recording & Record Labels, Part 1
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9
Videos
9
Videos
- Introduction
- Home Recording
- Interview: Dave Coleman
- Professional Studio Recording
- Interview: John McBride
- A Walk Through Blackbird Studio
- Studio Jobs & Roles
- Home vs Studio
- Evolution of a Song Recording
Module 1, Part 1 Discussions and Quiz
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1
Discussion
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1
Assignment
1
Assignment
- Module 1, Part 1 Quiz
1
Discussions
- The recording process
Module 1: Recording & Record Labels, Part 2
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9
Videos
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1
Readings
9
Videos
- Music Education Programs
- Interview: Mark Wait
- A History of Audio Formats
- Hands On with Audio Formats
- A Performance & Cylinder Recording: Greg Reish
- Major Record Labels
- Independent Record Labels
- Current State of the Recording Industry
- Conclusion: What's a Recording Worth?
1
Readings
- Module 1 Recommended Reading
Module 1, Part 2 Discussions and Quiz
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2
Discussion
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1
Assignment
1
Assignment
- Module 1, Part 2 Quiz
2
Discussions
- Music School Curricula
- The "vinyl resurgence"
Module 2: Copyright & Publishing
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13
Videos
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1
Readings
13
Videos
- Introduction
- Basic Principles of Copyright
- PROs
- Interview: Alison Smith
- International Royalties
- Publishing Royalties
- Sound Recording Rights
- Music Composition Rights
- Public Domain
- Elvis, The Songwriter
- Interview: Doug Howard
- Changes on the Horizon: New US Copyright Recommendations
- Conclusion: What's a Song Worth?
1
Readings
- Module 2: Recommended Reading
Module 2 Discussions and Quiz
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2
Discussion
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1
Assignment
1
Assignment
- Module 2 Quiz
2
Discussions
- Royalty rates on streaming services
- Copyright around the world
Module 3: Media
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8
Videos
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1
Readings
8
Videos
- Introduction
- PR & Publicists
- Social Media
- Terrestrial Radio
- Interview: Tony Richards
- Streaming & Internet Radio
- Interview: Ken Paulson
- Conclusion: Cutting Through the Noise
1
Readings
- Module 3: Recommended Reading
Module 3 Discussions and Quiz
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2
Discussion
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1
Assignment
1
Assignment
- Module 3 Quiz
2
Discussions
- How does the so called "black box" affect the music we hear?
- Social Media
Module 4: Live Performance
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18
Videos
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1
Readings
18
Videos
- Introduction
- Managers
- Lawyers
- Booking Agents
- Side Musicians
- Starting Life On the Road
- Tour Managers
- Sound Engineers
- Anthony's Tour of FOH
- Anthony's Tour of Monitor World
- Instrument Technicians
- Stage Production
- Merchandise
- Interview: Anthony Aquilato
- Concert Promotion & Talent Buyers
- Interview: Todd Ohlhauser
- Entrepreneurial Thinking in Live Performance
- Conclusion: What's a Concert Ticket Worth?
1
Readings
- Module 4: Recommended Reading
Module 4 Discussions and Quiz
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2
Discussion
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1
Assignment
1
Assignment
- Module 4 Quiz
2
Discussions
- Entrepreneurial Concert Promotion
- What’s a concert ticket worth?
Module 5: New Models, Trends & Strategies
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11
Videos
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1
Readings
11
Videos
- Introduction
- The Entrepreneurial Musician
- Fan-Funded Recording
- Criticism of the DIY Approach
- New Business Models
- Interview: David Macias
- 360 Deals
- Sync Licensing
- Music & Big Data
- Interview: David Pomeroy
- Ethics & Controversies
1
Readings
- Module 5: Recommended Reading
Module 5 Discussions and Quiz
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4
Discussion
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1
Assignment
1
Assignment
- Module 5 Quiz
4
Discussions
- Where are we now, and where are we going?
- What is a recording worth?
- What is a song worth?
- What is a concert ticket worth?
Breaking News Analysis
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1
Discussion
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1
PeerReview
1
Peer Review
- Thinking Critically About Music Industry News
1
Discussions
- Supporting music in your community
Auto Summary
"Understanding the Music Business: What is Music Worth?" offers an in-depth exploration of the rapidly evolving music industry, with a special focus on Nashville's rich music scene. Led by Vanderbilt University, this foundational course covers essential topics like recording, marketing, copyright, licensing, and live performance. Through interviews with industry leaders and behind-the-scenes footage, learners will gain critical insights and entrepreneurial skills. Ideal for aspiring music creators, promoters, and consumers, the course spans 1080 minutes and is available through various subscription options, including Starter, Professional, and Paid.
Jen Gunderman