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Effective: Summer 2013
MUS 60CMASTERING, MARKETING & MANAGING YOUR MUSIC4 Unit(s)

Grade Type: Letter Grade, the student may select Pass/No Pass
Not Repeatable.
FHGE: Non-GE Transferable: CSU
4 hours lecture, 1 hours laboratory. (60 hours total per quarter)

Student Learning Outcomes -
  • Students will be able to identify the process of getting a CD mastered professionally, submit art work and audio to a manufacturer for the production and create cover art and promotional materials, all within a budget.
  • Successful students will be able to identify their target music market, create a promotional campaign and create an online presence via websites, press releases and social media sites to promote the sales of their music to that market.
Description -
Post Production, manufacturing, graphic design, marketing and managing all the aspects of a CD release from the mastering of an audio recording to sales and promotions of the final product. Creating a business, a publishing company, obtain copyrights for sampled audio or works of other artists, protect and promote original music. Create an image, photography and press kits for promotional campaigns, marketing, merchandise and sales. Making artistic and business decisions, working with manufacturing companies and graphic artists to create the final product for sale.

Course Objectives -
The student will be able to:
  1. Understand the process of mastering audio, prepare a master for manufacturing
  2. Obtain Copyrights, get licenses, start a publishing company
  3. Identify their musical niche and create promotional materials, press kits, logos,branding for marketing the product.
  4. Understand how to work with a CD manufacturer and graphic artist to decide on the product look and design.
  5. Start a business, handle the sales of the musical product, work within a budget and license the music for profit
  6. Create attractive promotional materials, create promo campaigns and write press releases and increase sales of the product
Special Facilities and/or Equipment -
When taught via Foothill Global Access, on-going access to computer with e-mail software and hardware; e-mail address.

Course Content (Body of knowledge) -
  1. Mastering your CD
    1. What is mastering?
    2. What actually happens when mastering.
      1. EQ
      2. Compression
      3. Song order
      4. Fades
      5. Master effects
    3. Mastering for the manufacturer
    4. What to bring to a mastering session (L)
      1. Song order
      2. song timings
    5. Archiving your project
  2. Manufacturing your CD
    1. Choosing a company (L)
      1. Check for "value added" features, promotional compilations
      2. package deals
    2. Packaging
    3. Style/materials
    4. Duplication vs replication
    5. Cost and budget (L)
      1. Funding your CD (L)
  3. Artwork and Graphic design
    1. What do you want for your CD cover design? (L)
    2. Pages, written text, how much? (L)
    3. Photos, Art.
    4. Layouts and types CD containers (eco-pack, jewel case, etc.) (L)
    5. Working with a manufacturers template, software for design
    6. Working with the graphic artist
    7. Design with your genre in mind
  4. Copyrights, Sampling, Publishing
    1. What is a copyright? What is copyright infringement?
    2. Protecting your music
    3. Getting permission to use others music.
      1. Harry Fox Agency (L)
    4. Licensing your music
    5. Performing arts organizations (L)
  5. The Business of Music
    1. Writing a business plan (L)
    2. Creating business accounts
    3. Business name, getting a fictitious name (L)
    4. What type of business do you need?
    5. Keeping track of income, creating a budget (L)
    6. Start a publishing company (L)
    7. Government regulations, Taxes
    8. Hiring a bookkeeper and lawyer
  6. Marketing
    1. Deciding your musical genre/niche
    2. Logo
    3. Promo Photos
    4. Creating Press kits (L)
    5. Keeping Mailing lists
      1. Connecting with fans via database
    6. Creating Press Releases
  7. Sales and Online promotions and Management
    1. Pricing and creating a sales plan (L)
    2. Selling at Gigs
      1. credit card machine
      2. package deals
    3. Merchandise and sales at shows
    4. Online retailing (L)
      1. iTunes and more
    5. Arts and Crafts fairs
    6. Mail order via website
    7. Discounts and consignment
  8. Other Sales, distribution and Licensing
    1. Using "TAXI" and other services(L)
      1. Getting your music in commercials, film and TV (L)
    2. CD Baby
      1. Using independent distribution websites (L)
    3. Licensing your music
    4. Working with a distributor online
Methods of Evaluation -
The Student will demonstrate proficiency by:
  1. Quizzes
  2. Midterm and Final exams
  3. Essay exams
  4. Class Discussion forums
  5. Written Assignments
  6. Projects based on class materials
Representative Text(s) -
All materials provided by instructor.

Disciplines -
Music, Commercial Music
 
Method of Instruction -
During periods of instruction, the student will be:
  1. Weekly reading of class materials
  2. Participating in class discussion related to weekly reading
  3. Researching and writing projects related to the class reading
  4. Sharing the results of research projects on forums
 
Lab Content -
  1. Create proposals for marketing, promotional campaigns and press releases
  2. Researching manufacturing costs,requirements for CD replication/duplication
  3. Explore the graphic design software for CD covers and promotional materials
  4. Write a business plan
  5. Detail the process of starting a publishing company
  6. Explore options for online promotions of CDs
 
Types and/or Examples of Required Reading, Writing and Outside of Class Assignments -
  1. Review videos and articles on music business, promotions and marketing
  2. Research costs and requirements of CD production, prepare a written budget
  3. Explore ASCAP, BMI, SESAC, Harry Fox and manufacturing websites for information
  4. Writing promotional materials and press releases