pob stage 1 seminar 2 final sdb
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POBTRANSCRIPT
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Seminar: Build a band then a business
Topic Number:2
Principles of Business
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2
Overview
This case looks at the changing nature of the music industry and how artists need to adapt from the traditional business model to “make it”.
It looks specifically at one bands journey and critically evaluates their strategy and approach as well evaluating what they could have done differently.
This seminar will get you thinking of the many different types of business models one can consider within the music industry and evaluate how best to navigate through its complexities.
We will also look at the changing ways consumers consume music and the new providers that currently cater to this.
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3
• Determine and articulate the changing nature of the music industry
• Describe the traditional and new business model of the music industry and how technology has impacted it
• Be able to determine and discuss the role of ‘free’ music to help a band success more widely
• Be able to anticipate and articulate the future state of the industry
Learning outcomes of this seminar
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Agenda for this seminar
How many ways you can listen to the band’s music for free. Why is it in the group’s long term interest to make its music available for free?
If the band had begun its professional existence 10 years earlier, how might its business strategy be different from the path it took?
Consider if you were ETH what would you have done differently?
Would it still make sense to stick with an indie label, or should the band pursue a major label contract and all the potential marketing exposure that comes with it? Explain your answer.
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Structure for the session
You will have 15 minutes to
discuss each question
We will have a de-brief at the end of each 15 minutes to hear your thoughts on each area
Feel free to ask questions but please do not have separate conversations ‘we are all in
this together’!
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Advice from the top?
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How has the music industry evolved?
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But formats are just the start
What does all this mean for the business model?
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Pursue an indie label or mainstream
contract?
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Who are Enter the Haggis?
Enter the Haggis is a Canadian Indie/Folk Rock world-fusion band based in Toronto, Canada. Commonly called ETH, the band has been playing and recording since 1996. Their latest studio album, "The Modest Revolution" is the band's tenth album.
Since its birth in 1996, ETH has kept a rigorous concert schedule, playing in wide ranging venues in Canada, Europe, and the United States.
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A growing disconnect in the music industry
Millions of music listeners were fed up
with the business model that had been
in place for decades…forced
customers to purchase albums for
$15 to $20
Thousands of musicians were fed up with the model…industry dominated
by a small number of large record companies
Who are the real winners here?
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What do the two routes have to offer?
• Potentially more lucrative but fewer opportunities
• Less control over decisions making
• More exposure and greater distribution
• Potentially less lucrative but more opportunity
• More control over decisions making
• Less exposure and limited distribution
“Success is making any kind of a living doing the thing you love” ETH
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Self publicity is key for ETH
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How many ways you can listen to the band’s music for
free? Why is it in the
group’s long-term interest to make its music available for
free?
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ETH Offers Free Music
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Listen for free or buy tracks/albums: A hybrid
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But why?
Raise initial awareness with their target
audience
Get listeners hooked and become fans with no
need to purchase
Draw them in to concerts to drive revenue
Make revenue through ancillaries
How sustainable is this approach?
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If the band had begun its
professional existence 10 years
earlier, how might its business strategy be
different from the path it took?
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Would they be where they are today?
Do you think a big label would have
signed them?
How would they have made a name
for themselves using a non-free
model?
Do you think they would be
successful?
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Going down the traditional route
If they got signed
they would have to fit the mold
Traditional paid for music route
Traditional advertising
media
Traditional concert route
Label gets most; ETH gets little
Limited ability to
self promote
Competing with many brands for
few contracts
Competing with many brands for
few contracts
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Consider if you were ETH what would you have
done differently?
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Would you have gone down this road?
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Would you have signed up to a music sharing?
Sales
Revenue
CostsSales-Costs
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Appendix – Sources for illustrations
Slide 6:www.dailymail.com
Slide 7:www.wikipedia.org
Slide 8:Virgin, Napster, Spotify, Tinie Tempah and Soundcloud Websites
Slide 11www.jasonderulo.com & www.emi.com
Slide 12www.emi.com & www.ufo.com
Slide 22:X Factor, American Idol and Britain’s Got Talent websites
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End of Seminar
Note: This recording is for your personal use only and not for further distribution or wider review.
© Pearson College 2013
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