音乐产业导论经典课程

Introduction to the Music Business

这门课程将探查不断发展变化的音乐产业中的关键环节,包括录制、出版、发行再到音乐商业买卖的法律问题等等。

伯克利音乐学院

edX

商业管理

简单(初级)

6 周

  • 英语
  • 1236

课程概况

当今的音乐界有三方面内容非常清晰:音乐消费正以史上最快的速度进行增长,而且是从人们可以想到的最大数量的门户网站在进行发展,制作音乐的成本却在下降,从事创作并希望通过互联网展示作品且事业得到发展的艺术家数量也在大幅增加。随着需求的提升,以及互联网盗版现象的减少,广告支持和订阅模式将带来史无前例的收入,甚至会超过以往最高的盈利水平。很多精明的“音乐界观察人士”预言,到这一个十年末,音乐商业活动和交易收入将出现大幅攀升。无论是是音乐创作人、消费者还是这一过程的促进者,你都希望了解音乐商业的历史、基础结构和基本内容。这门课程的设置是为了向学生介绍在世界最令人振奋的行业之一:音乐产业的复苏过程中,为创作人、消费者和促进者提供最新指导的最佳方法。课程作者 John Kellogg 是一位管理者、教育家、娱乐律师、表演者和电台电视名人,他让学生有机会学习从现在到未来发展新音乐商业的基本规律原则。

Three things are clear about today’s music industry: The consumption of music is expanding at the greatest rate in history and from the most portals ever imagined, the cost of producing music is decreasing, and the number of artists creating and seeking to expose their work and develop careers through the Internet has increased dramatically. As demand grows and Internet piracy wanes, ad-supported and subscription models will generate unprecedented revenues that will surpass even the best of past earnings. And, many astute “music industry-watchers” predict a steep rise in business activity and trade earnings by the end of the decade.

Whether you’re a music creator, consumer, or facilitator of this process, you’ll want to understand the history, underpinnings, and basics of the music business. This course has been developed to provide students with the latest instruction on the best way for creators, consumers, and facilitators to navigate the resurgence of one of the world’s most exciting industries: the music business. Course author John Kellogg—administrator, educator, entertainment lawyer, performer, and radio and television personality—offers students the opportunity to learn the fundamental principles of the developing new music business, for now and into the future.

你将学到什么

The history of the recording industry

Today's music business structure

How to read and understand recording contactracts

How to protect artisitic work with copyright

The various roles in the industry, including managers, agents, and attorneys

How to build a musical brand

How to plan and organize live performances

课程大纲

Lesson 1: Overview of the Music Industry
Overview
Music Industry History: 1900-1950
Music Industry History: 1950-2000
Music Industry History: Napster and Beyond
Today’s Music Business Structure
Quiz
Recap

Lesson 2: Recording Agreements
Overview
Importance of Recording Agreements
Contract Provisions
Royalties
Advances
360 Deals
Discussion: 360 Degree Deals
Quiz
Recap

Lesson 3: Copyright Basics
Overview
History of Copyright
The Importance of Copyright
Registration
The Bundle of Rights
Infringement
Fair Use
Discussion: Future of the Bundle of Rights
Quiz
Recap

Lesson 4: Managers, Agents, and Attorneys
Overview
Types of Managers
Commissions
Agents
Attorneys
Term
Fiduciary Relationship
Business and Road Managers
Regulation of Managers
Agents
Discussion: Role of the Personal Manager
Quiz
Recap

Lesson 5: Band and Brand Organization and Protection
Overview
Sole Proprietorship
General Partnership
Corporation
LLC
Trademark
Band Names
Discussion: Which type of Entity?
Quiz
Recap

Lesson 6: The Live Performance Market
Overview
It Factor
Fan Engaging Show
Promotions: Social Media
Live Performance Agreement
Entourage
Local Personnel
The Future of Live Music
Discussion: Keeping Informed and Getting Active
Quiz
Recap
Course Wrap Up

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