Don Gorder Clinic: It's Your Business
The music business has always been about moving music into the stream of commerce, and generating revenue from it. Historically, artists developed their fan base through touring and recordings, and their success was usually dependent on the backup of a record label that promoted and marketed the recordings and supported touring. Radio airplay and press coverage were essential to success, and the record labels were in control.
In today's music industry, artists have options that allow them to take control of their careers, and avoid the dependency on the corporate backup. The internet has brought mechanisms and techniques for connecting with an audience; building a fan base;and generating income from touring, selling recordings and merchandise, securing endorsements and branding partnerships, and licensing songs. This is the new order of the music industry, and all the key players (artists, labels, promoters, marketers, managers, publishers, etc.) are adapting to it.
This clinic will explore the new order in depth. We'll examine the business models that are taking shape in corporate environments in contrast with the independent sector and the DIY (do-it-yourself) artist, and the online services that artists and intermediaries alike are using to build their careers and generate income. We'll teach you what every music professional must know about rights management and protection, contractual deal points, licensing sources and strategies, viral marketing techniques, business organizations, and the importance of social media. The clinic will provide music professionals in all categories with an understanding of how to mind their business and get on the track to success.
Don Gorder, chair and founder of the Music Business/Management Department at Berklee College of Music, is an educator, attorney, and musician. He holds advanced degrees in law and music (B.M. University of Nebraska, M.M. University of Miami, J.D. University of Denver), has authored numerous articles on the music industry, and has spoken at many national and international music industry events. He co-authored the course Legal Aspects of the Music Industry for Berkleemusic, Berklee's online school. As an attorney, he has represented clients in matters of copyright and contracts, and he remains active as a trumpet player in a variety of jazz and commercial settings.