John Kellogg – Music Business Revenue Streams
While live music continues to provide the bulk of revenue for musical artists, the digital age has brought so many changes in the value of copyrights, and created a landscape where artists need to cultivate ancillary income sources just to survive. In this course, you will evaluate and analyze how revenue is generated in the music business, examining both the history and current status of the various revenue streams and their impact on participants in the industry, from entrepreneurs to musicians to music product retailers. You will also investigate the legal framework impacting the ability of players in the industry to establish viable careers and business, in addition to exploring and imagining new sources of revenue for the music business.
By the end of the course, you will be able to:
- Evaluate the role of sponsorship and endorsements in sustaining the careers of artists and related supporting personnel, such as managers, agents, and attorneys
- Evaluate the sustainability of record labels as viable stakeholders in the digital music business
- Analyze revenue streams for the live music business, including touring, festivals, and merchandising
- Analyze changes in the value of copyrights as a result of the emergence of the digital economy
- Analyze the creation of new ancillary businesses by musical artists and their impact on the broader music industry
- Analyze the effects of crowdfunding as a capital resource for artists and related businesses
- Analyze the sustainability of revenue from the music product field
- Interpret the role of technology companies in sustaining and expanding the revenue of the recorded music market
Syllabus
Lesson 1 The Development of Modern Music Industry Revenue Streams and the Three Big P’s
Lesson 2 The Live Music Industry Part One: Live Promoters, Venue Owners, and Talent Agents
Lesson 3 The Live Music Industry Part Two: Live Performer Revenue Streams
Lesson 4 Branding: Coupling Parties of Like Minds, Means, and/or Needs
Lesson 5 Merchandising Beyond the Tour: The Expansion of an Artist’s Brand
Lesson 6 The Importance of Copyrights Creating Revenue and Asset Value (Part One)
Lesson 7 The Importance of Copyrights Creating Revenue and Asset Value (Part Two)
Lesson 8 Impact of the Growth of Digital Streaming on Artists and Songwriters
Lesson 9 Revenue Sources for Featured and Non-Featured Recording Artists and Producers
Lesson 10 Other Revenue Sources for Musicians: Crowdfunding, Grants/Residencies/Prizes, and Teaching
Lesson 11 The Wide World of Music Products
Lesson 12 Issues and Concerns Influencing the Sustainability of Certain Music Business Revenue Streams
Requirements
Proof of a Bachelor’s Degree
Prerequisites and Course-Specific Requirements
Required Textbook(s)
- All You Need to Know About the Music Business (10th Edition) by Donald S. Passman, Simon & Schuster
- Music Money and Success 8th Edition: The Insider’s Guide to Making Money in the Music Business by Jeffrey and Todd Brabec, Overlook-Omnibus
- Take Care of Your Music Business (Second Edition): The Legal and Business Aspects You Need to Know to 3.0 by John P. Kellogg, PJ’s Publishing (or Kindle edition)
- Artist Revenue Streams: A Multi-Method Research Project Examining Changes in the Musicians’ Sources of Income (PDF) by Kristin Thomson and Jean Cook
- Your course author has created a case study e-coursepack ($2.62) that you will be able to purchase, once you sign up for the course.
Instructors
Author & Instructor
John P. Kellogg, Esq., is the former Chair of the Music Business/Management department at the Berklee College of Music in Boston, MA, and an entertainment attorney. He has represented recording artists Levert, The O’Jays, Eddie Levert, Sr., LSG, Stat Quo of Shady/Aftermath Records, and G-Dep of Bad Boy Records. He also served as general counsel for the late R&B recording star Gerald Levert and his entertainment venture, Trevel Production Co., Inc. Kellogg is a former President of the Music and Entertainment Industry Educators Association (MEIEA), a former board member of the Black Entertainment and Sports Lawyer’s Association (BESLA) and a 2005 inductee into the BESLA Hall of Fame. A songwriter and former vocalist with the group Cameo, he now advocates for the rights of artists through his writings, which include the Second Edition of his best-selling book, Take Care of Your Music Business, Taking the Legal and Business Aspects You Need to Know to 3.0, that reached #1 and #2 on the paperback and general music business category sales chart on Amazon.com. He is also the author of several peer-reviewed academic journal articles and both developed and taught the first free Massive Open Online Course (MOOC) on the music business, “Introduction to Music Business,” a six-week offering available through edX.org. He also authored a four-week MOOC, “Foundations of the Music Business,” available through Coursera.org. Combined, the courses have enrolled tens of thousands of students since their inception and led to him being named a finalist for the Second Annual edX Prize for Exceptional Contributions in Online Teaching and Learning.
Kellogg has been profiled in Billboard, Ebony, Black Issues, Black Enterprise and In the Black magazines, and periodicals The Guardian and The Bay State Banner. He is a frequent commentator on entertainment industry issues on Radio, TV and other media outlets and served as a judge on the New England Emmy-award winning TV talent show “Community Auditions.” He holds a Juris Doctor degree from Case Western Reserve University, where he also attended the Weatherhead School of Management. In addition, he holds a Master of Science degree in Television and Radio from the Newhouse School of Communications and a Bachelor of Arts degree in Political Science—both from Syracuse University.
Instructor
Bradford C. Auerbach is a senior legal counsel with extensive and unique expertise in intellectual property law and licensing, business development, and marketing on a global level.
He has had success in structuring many groundbreaking deals with a diverse range of rights holders, including every record label, NFL, NBA, NHL, HBO, MTV, Live Nation, Marvel Entertainment, International Olympic Committee, English Premier League, Screen Actors Guild, every Hollywood studio, ESPN, Sesame Workshop, Getty Images, among numerous others. Auerbach has deep familiarity with each aspect of the media business, having sat on all sides of the deal-making table, on behalf of artists, labels, promoters, mobile, cable, satellite, internet, hardware, software, distribution, and production companies. He currently represents a select portfolio of clients in their branding and merchandising activities, including George Clinton, Parliament-Funkadelic, Frank Zappa Estate, and Keith Moon Estate.
Auerbach most recently directed all business development for Hewlett Packard Enterprise in the media and entertainment industry. Previously he was engaged as Executive Vice President at Epic Rights, handling merchandising and branding for top tier artists like KISS, John Lennon, AC/DC, Aerosmith, Woodstock, among many others. He was also Managing Director of Rock Paper Photo, the preeminent online gallery of rock ‘n’ roll photography, founded by Guy Oseary (manager of Madonna and U2).
He has held the positions of General Counsel for Philips Media (a division of Royal Philips Electronics, Netherlands) and Head Counsel, Business Affairs for Astro/MEASAT (Malaysia), the premier direct broadcast satellite operator in South East Asia.
Auerbach started his entertainment media career at Walt Disney Studios Home Entertainment and his past clients include Warner Music Group, Playboy, and the Getty Museum. He holds a patent with Qualcomm relating to mobile phone media technology.
Auerbach is a guest lecturer at University of California, San Diego for two senior seminar classes in the School of Global Policy and Strategy relating to media, technology, and the law. He holds a BA from Hamilton College and JD from Boston College.
What’s Next?
When taken for credit, Music Business Revenue Streams can be applied towards these associated programs:
Associated Certificate Program
- Music Business Law and Policy Graduate Certificate
Associated Degree Major
- Master’s Degree in Music Business
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