•"A Brief Overview of the Music Business - Music Publishers Association (MPA)
Online." MPA Homepage - Music Publishers Association (MPA) Online. Music
Publishers Association, 2010. Web. 23 Aug. 2010. <www.mpaonline.org.uk... A_Brief_Overview_of_the_Music_Business.html>.
•This article explains the changing models and technology of the music industry, and how this affects the business aspect of the music industry. In 2006, the music industry was worth over 45 billion dollars worldwide. The citizens of the United States provide the most repertoire worldwide. Business models were reconstructed as the digital download markets developed. Many changes in music as an industry have occurred since the 18th century. Business models seek to lesson the threat of piracy. Record labels tailor their business plans towards the desires of consumers and the use of alternative revenue venues. Live performance, licensed recordings, and sheet music have endured and, in some cases flourished, despite the many changes within industry. Consumer trends create challenges for the music industry, as the industry must morph to the trends while protecting the interests and rights of the artists and others. This source pertains to the project as it supports the concept of meeting the changing needs of the artist and consumer by finding alternative methods of access and promotion, such as the project idea of local music information accessible through a popular Internet site.
- Bangs, David H., and Andi Axman. A Crash Course in Marketing: Low Cost Marketing Strategies That Will Double Your Sales, Not Your Expenses. Holbrook, MA: Adams Media, 2000. Print.
- Evaluating a positive marketing promotion can be done in several ways: increase in market share, change in feedback, expansion into a new market, decrease in negative feedback, increase in site visits, increase in information requests, or mentions on other sites or pages. Having a well-developed plan assists in effectively evaluating the success of a promotion. Facebook is about connections. Relationships in business drive product commitment. Every business should position itself as a service business, regardless of what type of business it is. Customers are easier to retain than to initially capture. The better one understands the target market for customers, the more successful the business can be. “Spot the Rock” targets teens in the Howard County area.
- Blackshaw, Pete. Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer Driven World. New York: Doubleday, 2008. Print.
- One of the goals of “Spot the Rock” was to be a credible site for securing information about local music events. For the site to grow, it needs to be trusted, reliable, and current. The layout should be easily accessed. Facebook’s format dictates the layout of the “Spot the Rock” page, but the content is written in a concise, consistent and readable way. Buy in from fans and bands was important. As information and opportunities were presented, more bands became interested in participating and requested that their information be posted. The fans followed because they were interested in the information. Sometimes negative press is helpful, although no negative press was recognized in this project.
•Buckholtz, Eileen. "Email Response from Eileen Buckholtz." E-mail interview. 6 Oct.
2010.
•Per Mrs. von Rautenkranz’s request, the research contacted Eileen Buckholtz for more information about page suggestions and protection of ideas. She suggested that “Spot the Rock” host sweepstakes to encourage “likes.” She also suggested the creation of a blog or Twitter account. This would do the same thing as what is already done with status and note posts, so these options will not likely be pursued. She said the idea is not original enough to be protected and patent would be unreasonable. The researcher determined that “Spot the Rock” could protect it’s interest by being the best within it’s field.
•"Create a Page | Facebook." Welcome to Facebook. Facebook, 2010. Web. 11 Aug. 2010. <www.facebook.com campaign_id=372931622610&placement=pghm&extra_1=0>.
•This tool will be used to create the project’s promotion page. The “Create a Page” site on Facebook has multiple options to consider. A “Community Page” can be created, in which support for a cause is raised. If the page becomes popular, the Facebook community will manage it. A group can be created instead, but this would be more difficult for the specific information intended for the page. Another option for page creation is the “Official Page.” Facebook explains that this is used for communicating with fans and cosumers. There are three selections for this type of page. These include: “local business,” “Brand, product, or organization,” or “Artist, band, or public figure.” Based on this information the “Official Page: Organization” will be used. The Page name will be “Spot the Rock: Local HOCO Music.”
•Facebook Employees. "Facebook Marketing Solutions." Facebook. Facebook, 11 Feb.
2009. Web. 25 Oct. 2010. <www.facebook.com....
•249,741 people belong to the page “Facebook Marketing Solutions.” Facebook employees write strategies and marketing tips for people to best utilize Facebook advertising. The tips are linked to facts about company successes or further suggestions from Facebook. Case studies for specific companies are provided. Many companies have found dramatic success from their use of Facebook pages. The site focuses on how to target audiences. “Spot the Rock” has two target audiences: musicians and fans. The fans are benefitted in the way the information is presented. The fans can easily find information about the bands and upcoming events. Because the fans are benefitted, they return to the site and utilize the information, which helps the bands. The bands benefit from the presentation of opportunities. The bands could receive greater benefit from posts with “How to’s” or posts of more opportunities and directions for applying to potential gigs.
*Note:* The researcher did not join this page, but is still taking advantage of the information, as many people are doing with “Spot the Rock.”
•"Facebook Pages | Facebook." Facebook. Facebook, 27 Aug. 2010. Web. 27 Aug. 2010. <www.facebook.com!/FacebookPages?v=wall>.
•This source provides information about the Facebook page tool that will be used to create the promotional page. This page updates Facebook users about changes, new capabilities and updates available for page administrators. Security has recently increased. Facebook advertises that they made lists of tips for optimum page promotion. On June 7, 2010, the “Insights” component of Pages was updated. Administrators use insights to track growth and statistic about those who join and use the page. This aspect of Facebook pages will one of the tools used to measure growth in the project. Changes are constantly being made to increase the ability of the page to connect with users.
•"FB-BestPrac-music.pdf - File Shared from Box.net." Box.net. Box.net, 5 May 2010.
Web. 27 Aug. 2010. <www.box.net...>.
•This page provides information posted by Facebook about how to maximize individual band promotion, utilizing basic tools on Facebook. Suggestions are given on how to increase fan base, connect with target audiences, and increase promotion. This information is useful in that multiple bands can be promoted with similar techniques. Facebook suggests tips for involvement with users who join the page and encourage direct interaction using the page tools. Facebook users can click the “like” button on the page in order to easily receive updates and visit the page. Facebook help centers are available to assist in successful use of their technology.
•Fitzgerald, John. "Local Music Scene For... Maryland-Baltimore." Local Band Network.
Local Band Network, 2008. Web. 25 Oct. 2010. <www.localband.net.
•This site allows bands and venues in a local area to post a major music event. Registered venues can list their name and a link. Registered bands that are from the area and bands that are not from the area are listed. Currently, there are no upcoming events on the schedule. When the number of major upcoming concerts that are heavily promoted in the Baltimore area is considered, the tool seems ineffective. This site has some of the same components as “Spot the Rock,” but it is not updated. The website does not seem to represent the music scene. The site is not well known. This stresses the importance of expanding the audience of “Spot the Rock.”
- Garfield, Steve. Get Seen: Online Video Secrets to Building Your Business. Hoboken, NJ: John Wiley & Sons, 2010. Print.
- Video and photos are powerful mediums to connect with a target audience. Video allows the fan to get to know and connect with a band. 180 Degree RockItTalk is a tool that was created to better connect fans and bands. Time constraints and band schedules prevented 180 Degree RockItTalk from being launched before the intern show. Preliminary photos from the intern show generated three contact attempts by bands interested in being involved with the opportunity depicted in the photos and description. Videos and interviews created on a regular basis help develop a following of fans. Mrs. Brenda von Rautenkranz posts her TV shows to YouTube in order to stay connected with her guests.
- Gates, Bill, and Collins Hemingway. Business @ the Speed of Thought: Using a Digital Nervous System. New York, NY: Warner, 1999. Print.
- Many good marketing opportunities exist with Facebook and the Internet, but with all business sometimes bad news, missed opportunities, or failures occur. How a marketer responds can make or break a business or product. The first step in facing a negative situation is to accept that a “change” is needed and to decide how one can learn from the situation. Next, a marketer or company should determine how the failure could be turned into a solution for a future problem. One way to learn from a mistake is to listen to the target audience. Facebook or another interactive site is an excellent way to collect that feedback. Finally, use the information gleaned to improve. Marketing by utilizing technology such as Facebook and the Internet enables the marketer to move quickly and create a positive out of a negative situation.
•Gorder, Don. "University Challenge Response from Don Gorder." E-mail interview. 17
Oct. 2010.
•Mr. Don Gorder responded to the University Challenge letter and, in his response, provided insight about building a fan base. His email began with “Thanks for your letter, informing me of your quest to increase the awareness of local bands with local fans, I applaud your efforts. Every band is faced with the challenge of building its audience and fan base, and there are no short cuts to success (unless you're very lucky).” This statement reaffirmed the need for “Spot the Rock.” Mr. Gorder discussed the impact of the Internet on the discovery and consumption of music. Tools for marketing, licensing, and selling music have been developed in response to this change. He listed many of the sites bands use in order to promote. The researcher needs to further examine these sites. He then stressed the importance of attaining a fan base. He reinforced that gigs are just as important as online promotion. “Spot the Rock” is focused on upcoming gigs of bands, so this confirmed that this stress is important.
- Gralla, Preston. The Complete Idiot's Guide to Protecting Yourself Online. Indianapolis, IN: Que, 1999. Print.
- Upon pursuing the idea of “Spot the Rock,” the researcher was unclear as to whether the idea should be protected. Protecting the site would be challenging and was not an option based on a resource provided by the mentor, although the idea seemed unique based on searches for similar concepts. Just as a new idea needs protection, the person or group who will utilize the idea needs protection. Through social networks, security and privacy can be exposed. Facebook is a voluntary means to share information and gain information. Sharing information to a community helps connect friends and family, but still exposes information about the user who wishes to connect with friends and family. Those who use and “like” the information on “Spot the Rock” voluntarily collect the information. The information posted to “Spot the Rock” is purely based upon information already revealed by those who are being promoted.
- Holzner, Steven. Facebook Marketing: Leverage Social Media to Grow Your Business. Indianapolis, IN: Que, 2009. Print.
- Facebook offers a unique method for marketing. The marketing connections are stronger because the marketer can develop a relevant connection with the customer. Marketers can collect information about customers that enables them to most effectively target their audience. If an ad is bought, marketers can target an extremely specific market, an aspect unique to Facebook. Social network sites, such as Facebook, offer the ability to propagate additional advertising through visual (both written and picture) posts supporting the marketed event, band, or item. Posts to a Facebook page appear on home pages and exposure can be tracked, a method used to track the progress of “Spot the Rock.” Viral marketing has a greater opportunity to occur within this format, as “friends,” “fans,” and “likes” build upon themselves.
•"How to Start a Band." Mahalo.com: Questions, Answers, How Tos and Coupons.
Mahalo.com, 2010. Web. 25 Oct. 2010. <www.mahalo.com... a-band>.
•“Spot the Rock” may inspire fans to pursue their own musical interests, so connecting with other musicians could allow them to start a band. People can connect with other musicians when bands break up. Information from this site could be added to a “how to” section of “Spot the Rock.” “Spot the Rock” seeks bands that are well established. Using the criteria from this site, bands need to have a performer, a name, a recording, a photo, songs that they have practiced, and obvious preparation in order to be promoted by “Spot the Rock.” Although the scope of “Spot the Rock” may not permit it due to time constraints, the site could be conducive to a forum for posts from seasoned musicians to help newcomers.
•Inside CRM Editors. "The Facebook Marketing Toolbox: 100 Tools and Tips to Tap the
Facebook Customer Base - Inside CRM." InsideCRM. CRM, 19 Jan. 2009. Web. 25 Oct. 2010. <www.insidecrm.com features/facebook-marketing-toolbox-012308/>.
•This article describes Facebook as an amazing advertisement tool. There are suggestions that reference many of the aspects of Facebook which companies or advertisers can use to reach a large audience. The researcher has already examined many of the strategies, but some are new and seem applicable. The suggestions come from many different sources including university programs and marketing companies. Most of the suggestions have a link that leads to more information about the suggestion. Links provide plans for specific aspects of marketing and compare Facebook to other marketing tools. Facebook seems to continue to be the best tool for “Spot the Rock”’s success. Some links examine the downside to using Facebook. The strategies or considerations are mainly focused on large company advertisement, but many suggestions seem to be applicable to local marketing. This site will be used as a reference as the researcher continues to use Facebook as a tool.
- Kirkpatrick, David. The Facebook Effect: the inside Story of the Company That Is Connecting the World. New York: Simon & Schuster, 2010. Print.
- Facebook has evolved dramatically since its inception. Relationships are formed and relationships are reestablished regularly. Communities linked by common interests are created and can span from neighbors to school districts to countries. Facebook has become a venue for trivial matters as well as critical information. Facebook also provides an important marketing platform. The platform has been used for the promotion of groups and presents itself as the ideal plane to connect music fans with music information. The Internet increased the speed of transferring information related to music and Facebook created a greater increase in the speed at which information about music is transferred. The information is transferred on a global and local scale. “Spot the Rock” targets a local audience.
- Levinson, Jay Conrad. Mastering Guerrilla Marketing: 100 Profit-producing Insights You Can Take to the Bank. Boston: Houghton Mifflin, 1999. Print.
- Establishing “Spot the Rock” with fans outside of Glenelg High School would be an effective target audience. Companies can be doomed by not targeting the right audience. Failing to capture the attention of a target audience can significantly hurt the success of a service or product. A small feedback group to determine if the message of advertisement is clear and effective is helpful in capturing early adopters of the product or service. Visual tools are important when promoting. “Spot the Rock” utilized the talents of a Glenelg High School student to create a logo that would reflect the site throughout the course of the project. Too much information can slow down the interest of fans, therefore “Spot the Rock” posted weekly announcements as needed.
•Levitin, Daniel J. This Is Your Brain on Music: the Science of a Human Obsession. New York: Plume, 2007. Print.
•This source explains the importance of music and music’s impact on society. Levitin argues that music is a key element in the lives of humans. Scientific research is used to explain and explore many aspects of music. Connections are drawn between the brain and music. Levitin argues on page 232 that teenagers open their minds to new ideas and cultures as they expand and explore the boundaries of their traditional environment. Teenagers seek new music. Levitin emphasizes the evolutionary idea of music driving social bonding and social cohesion. Teens’ brains rapidly develop and make more connections. The evolutionary ideas are further developed on page 258. Collective music activities also encourage social bonding. Group synchrony and togetherness are promoted. Social links are necessary to humans and music allows for social links. Music and social bonding are directly related. The Facebook page will allow for stronger social links between teens through the common interest of music.
•McCabe, Lesa Taylor. "What Should I Have in My Band’s Promo Package?" Working
Bands. Music Careers- Jumpstart Your Career in the Music Business, 2010. Web. 25 Oct. 2010. <www.musiccareers.net... bands/band-promo- package/>.
•In the same way that a band must package any materials for promotion, such as sending off materials for auditions, recording contracts, or venues opportunities, “Spot the Rock” requires specific information provided by the bands that want to post an event. The first impression of the band that “Spot the Rock” sees is how well organized the material or information is. Outside of accurate information, the two most critical pieces of information are a visual representation of the event or band and a link for more information. The band will benefit from the picture because it attracts fans’ attention and gives validity to the band. The link provides more information. The article mentions that packaging for a promotion is important because poor first impressions can be lasting negative impressions.
- Mondschein, Ken. Advertising, Sales, and Marketing. New York, NY: Ferguson, 2009. Print.
- “Spot the Rock” has been a study of marketing. Managing a marketing project successfully may entail studying economics, psychology, sociology, and anthropology. To establish a business it is necessary to build contacts and to utilize word of mouth advertising. In the case of “Spot the Rock,” friends suggested contacts at schools where the researched had no Facebook friends. Bands from other schools became interested because other bands wanted to participate. Marketers use many different tools to create aids in order to promote their product. In today’s society, these tools are typically found on the computer and are linked to the Internet.
•"National PTA and Facebook Announce Partnership." Facebook: Press Room. Facebook, 10 June 2010. Web. 27 Aug. 2010. <www.facebook.com.
•Facebook constantly works to make improvements towards increased safety for its users. The PTA and Facebook have joined together to strengthen education of responsible and safe Internet use. The National PTA president, Charles J. (Chuck) Saylors stated, “‘Our vision is that each child, parent and teacher will have the knowledge and tools they need to harness the power of the Internet effectively- and safely.” The article acknowledges that many teenagers use Facebook. The PTA acknowledges that many students utilize the Internet and Facebook is an extremely popular site. Facebook is not only used for socialization, but also for the organization of and communication between students in school clubs and class related activities, such as group projects. The article also mentions Facebook’s mission, which is “…to give people the power to share and make the world more open and connected. Anyone can sign up for Facebook and interact with the people they know in a trusted environment…” This supports the idea that, locally, teenagers can share their music, with their peers, and become more connected. This project would not infringe upon safe Internet skills. Teens would access or view this site voluntarily and under the same guidelines as any other Facebook page.
•Nicole, Kristen. "Facebook Apps For Musicians and Music Lovers." ToMuse: Tech
News, Reviews, Online Resources - ToMuse. ToMuse.com, 2010. Web. 09 Aug. 2010. <tomuse.com... music-musicians/>.
•This source discusses ten popular, music-related applications available on Facebook. Although some applications have different elements of the project that the researcher wishes to pursue, this article reinforces that there is not a page with the same function as the intended project. Applications may be applied to the page in order to assist the bands and other people who use the intended page for their promotion. Applications found on this site, which can be used and combined in order to increase the accuracy, function, and territory/depth of the page include: Music by iLike, and Band Tracker. Music by iLike can track some local concerts and information about some local artists. Band Tracker tracks different bands and provides information about some local concerts. The article stresses the presence of Facebook in many people’s social lives. Seeger, Anthony. "Changes In the Music Industry." Interview by Artistshouse Interview.
•Patterson, Ben. "Revamped Facebook Groups Lets You Connect with Smaller Circles of Pals." Yahoo! News. Yahoo! News, 6 Oct. 2010. Web. 25 Oct. 2010. <news.yahoo.com>.
•Facebook is constantly updating their site to provide new tools for users. The newest addition is the “Groups” feature. This addition allows users to share information and updates with a smaller group of friends. Anyone can be added to a group. Facebook recognizes specific groups of people’s need to receive specific information. “Spot the Rock” has a target audience that receives relevant information. Despite the feature where an administrator of a “group” can add people to the “group,” the “page” option is still the most conducive to “Spot the Rock”’s needs. The success of “Spot the Rock” is, in part, measured by the number of people who “like” the page and the target audience is larger than what would probably be ideal for the new “group.”
•"Pitchfork Media." Wikipedia, the Free Encyclopedia. Wikipedia, 2010. Web. 25 Oct.
2010. <en.wikipedia.org...>.
•Don Gorder suggested research for Pitchfork.com. The site is a record review site. Wikipedia is used as a reference for the site because they did a nice job of describing the purpose and background of the site. Wikipedia is not always the most accurate source, so this site is used to confirm and expound upon what the researcher discovered on www.pitchfork.com. A high school graduate created pitchfork fifteen years ago. Pitchfork reviews are extremely credible and can determine the success of an album. Don Gorder listed this site when describing the progression of the music industry. In the future information about Pitchfork could be used in an informative section of “Spot the Rock” that will specifically benefit the musicians.
- Rosen, Emanuel. The Anatomy of Buzz: How to Create Word-of-mouth Marketing. New York: Doubleday/Currency, 2000. Print.
- The Internet and the social networking site, Facebook, are venues in which product or service adopters can build or kill an idea, product, or service. Often, a product is sold by word of mouth versus conventional advertising. Interaction and the opportunity for information exchange have grown dramatically with the advent and adoption of social networking sites. People listen to what their friends say and often tune out bombarding advertisement messages. People are skeptical because big companies have misled them. Friend experiences are meaningful because people value other people’s experiences. “Spot the Rock” utilized word of mouth to increase the number of “likes” after the initial page invitation.
•Seeger, Anthony. "Changes In the Music Industry." Interview by Artistshouse Interview. Artistshouse Music. Nov. 2007. Web. 23 Aug. 2010. <www.artistshousemusic.org...+changes+in+the+music+industry+and+how+they+change+the+consumer +experience>
•This is an interview with Anthony Seeger, who is a Professor of Ethnomusicology at the University of California, music archivist, and composer. He feels excited about the increased use of the Internet over the last ten years for the sharing and learning of music. Anyone can create and post their music on the Internet. Radical changes continue to occur within the music industry. People are listening to more music than ever before. Industries take over other industries as the music industry evolves. Less emphasis is put on recording and more emphasis is put on other ways of music promotion, such as live performances. In the past couple of years, a significant increase has been trended in the number of teenagers who create music at their home computers. Up until recently, students could not self publish their music and this development is dramatically changing the industry.
•"Statistics | Facebook." Facebook: Press Room. Facebook, 21 July 2010. Web. 27 Aug. 2010. <www.facebook.com.
•This site lists statistics about Facebook. These numbers come directly from Facebook executives. Facebook has over 500 million active users, and of these, over half log on to Facebook everyday. Together, people spend over 700 hundred billion minutes on Facebook per month and the average profile has 130 friends. About 70% of users are outside of the United States. There are over 900 million objects of which people access and utilize on Facebook. These objects include pages, groups, events, and community pages. These statistics are important because, although they do not necessarily represent information about local Facebook users, the information is accurate and expresses the vast use of Facebook. These statistics support that the purpose of Facebook is to encourage connections and openness between people.
- Weber, Larry. Marketing to the Social Web: How Digital Customer Communities Build Your Business. Hoboken, NJ: John Wiley & Sons, 2009. Print.
- The web has transformed marketing. To persuade and influence others, the Internet is now a critical part of business promotion. The key is understanding how to market in a method that is described more as a dialogue versus a one-sided message. Negative dialogue is inevitable and companies will need to learn to accept and respond effectively. Social networks, such as Facebook, create communities with common interests. Conversations between people can be used to the advantage of the marketer or company. Internet advertising is on the rise, particularly on social networking sites. Television isolates people and social network sites bring people together. “Spot the Rock” could use dialogue to encourage the interaction of the users with the event information.
•Wikipedia. "Texas Music Office." Wikipedia, the Free Encyclopedia. 22 May 2010. Web. 25 Oct. 2010. <en.wikipedia.org...>.
•Texas was the first state to recognize that a government run office of the state music industry would help businesses in the music business, bands, and musicians to identify resources and connections to aid in music production. In 2007, over one million people visited EnjoyTexasMusic.com, which was established by the Texas Music Office. The commission recognized that there are new musicians as well as established music groups and businesses that are all of value in terms of assisting and connecting with resources. The state of Texas provides financial backing for the Texas Music Office. Wikipedia collected the information from a variety of sources including the Texas Music Office and the EnjoyTexasMusic site. Economic growth importance is recognized by the state and therefore “Spot the Rock” and other resources in Maryland have the potential to further promote music that could have economic bearing for the state in the future.
•Williamson, John. "Live Music Industry." Scribd. 4 Feb. 2008. Web. 27 Aug. 2010.
•This site describes trends in promotion in the music industry. Some people fear that the live music industry will decrease in size due to economic factors. Music industry growth leads to an increased number of global brands, lobbying, integration with other media, and gatekeepers. In 2007 live music made up 11% of the music industry value, which was estimated at $77 billion. In recent years the live music industry has grown. Different companies are discussed, along with their marketing plans, which are tailored to the changing industry. Different companies focus on several different aspects of the music industry, but many are shifting their focus between different areas, in hopes of being more successful in the future.