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The Changing World of Popular Music

ARTSINST 150 / MUSIC 150P  SPRING 2018

2 units

Lecturer:

Jay LeBoeuf, jay.leboeuf@stanford.edu

Lecturer, Stanford University, CCRMA

Lecturer, Stanford | Warner Music Group Leadership Initiative

Executive Director, Real Industry

The Changing World of Popular Music

Course Description & Purpose

Time

Location

Readings, Materials, and Resources

Course Policies and Expectations

Assignments

Topics

Week 0         Before you Arrive         Music industry basics

Week 1        4/6/18        Industry Overview: The Music Business and state
                                        of the industry

Week 2        4/13/2018        The Music Industry Overview (Part 2)
Topics: Radio, Promo, the role of the label

Week 3         4/20/18          Streaming Music Business Models

Week 4        4/27/18          Marketing / Brands

Week 5        5/4/18                 A&R

Week 6         5/11/18         Fan Engagement/Digital Mktg

Week 7         5/18/18        How to Work with Artists: The Intersection Between Creativity and Business

Week 8         5/25/18        Blockchain, Music Rights, and Open Music Initiative

Week 9         6/1/18                Technology investments in the music industry

Course Description & Purpose

a part of the Stanford | Warner Music Group Leadership Initiative

This course will cover changes in the business, economics, and practices of the popular music industry. It will provide a brief historical overview of the industry and its business models. The majority of the course will focus on the industry as it works today and on forces that are causing it to change rapidly. The course will feature guest artists and executives with current experience in the field, as well as project-based assignments designed to give students hands-on experience. Topics will include: economics and business models of commercial music business, technology and music production, strategy, marketing, music distribution, marketing, copyright and legal issues.

Favorite Podcasts:

Musonomics, by Larry Miller

Songwriting, consent in the age of discontent (27 min)

download

And the Writer Is… with Ross Golan

Time

        Fridays 1:30-3:20 PM

Location

Course will use several amazing Stanford locations, depending on date!        

On 4/13/18, we’ll meet on the CCRMA Stage.

Readings, Materials, and Resources

Required book:

All You Need to Know About the Music Business: Ninth Edition, December 1, 2015

by Donald S. Passman

ISBN-10: 1501104896

We created a Flipboard magazine for our weekly supplemental readings. You can sign-up for follow the magazine with the Flipboard app on iOS or Android or via web browser. Students are encouraged to read and share articles with the rest of the class.

Additional research tools:

Course Policies and Expectations

Weekly course attendance is mandatory. Attendance is taken each week via an online system, during the first 5 minutes of class. One excused absence is permitted. Each future unexcused absence will lower your grade.

Preparation and participation in our interview and case-study based class is mandatory. We make it huge part of your grade, because your future career depends on you preparing and engaging with professionals.

Grades are based on attendance and  in-class participation (50%) and submissions of weekly assignments (25%) and a team-based final project (25%).  Teams will present results to our visiting guests for critique.

Assignments

Weekly assignments are announced on Fridays and due before the start of class the following week. Assignments received after the start of class are docked by 10 points per day late.


Topics

Week 0         Before you Arrive         Music industry basics

Topics:


Week 1        4/6/18        Industry Overview: The Music Business and state
                                        of the industry

Guest: Mark Flaherty, Sr. Vice President/Head of Marketing, Warner Bros Records

with

Greg Mertz, Lead Advisor, Technology Initiatives, Warner Bros Records
Bruce Roberts, Technology Initiatives, Warner Bros Records 

Performance:  Maya Burke | Music

Note taker:         Judy Tsegaye

Outcomes:

Topics:

Assignment (complete prior to 4/13/18)

Video Case Studies (complete prior to 4/13/18):

Watch Echosmith case study Screen Shot 2015-04-10 at 9.54.38 AM.png

Password: wbr123

(26 mins)

Featuring:  

Xavier Ramos, Sr VP Marketing, Warner Bros. Records,
Peter Gray, Exec VP Radio Promotion, Warner Bros. Records, Michael Nance, Sr VP International, Warner Bros. Records

and Echosmith

OPTIONAL Video Case Study  - Radio and Promotion (uncut)  


Watch Peter Gray, Case Study

https://vimeo.com/126534757
password: wbr

Featuring:
Peter Gray, Executive Vice President, Head of Promotion, Warner Bros Records

Week 2        4/13/2018        The Music Industry Overview (Part 2)
Topics: Radio, Promo, the role of the label

Guest: Peter Gray, General Manager and Executive Vice President, Promotion & Media, Warner Bros Records

 

S|WMG Leader: Clarissa

Topics:

Reading (complete prior to 4/20/18)

Week 3         4/20/18          Streaming Music Business Models

Guest:  Shamal Ranasinghe (VP of Catalog and Creators, Product Management), Pandora

S|WMG Leader: Chloe Thai

Note taker:

Topics:

Discussion:

Week 4        4/27/18          Marketing / Brands

Guest: TJ Landig, VP, Marketing, Warner Bros Records

S|WMG Leader: Dawit Gebre

Topics:

-          Twin Shadow album teaser 

-          Twin Shadow Levi’s partnership 

-          Mac Miller Cinderella

-          Twin Shadow billboard

Optional Video Case Study (complete prior to 4/27/18:


View The Digital Side Case Study:

Digital Strategy, ECommerce, Merch, D2C

Password sent via course announcement

Featuring: J Scavo

Readings (complete prior to 5/4/18):

Week 5        5/4/18                 A&R

Guest: Ian Hunter, VP A&R Research at Atlantic Records

S|WMG Leader: Dawit Gebre

Topics:

Discussion:

Video Case Study (complete prior to 5/12/17):

        







Watch Jason Derulo Case Study

Password emailed to class  

Featuring:  

  • Peter Gray, Exec VP Radio Promotion, Warner Bros. Records
  • Ayal Kleinman, VP Marketing, Warner Bros Records
  • J Scavo, SVP Interactive Marketing
  • Michael Nance, Sr VP International, Warner Bros. Records
  • Phylicia Fant, VP Publicity and Lifestyle Marketing, Warner Bros Records
  • Denise Watts, VP Visual Media, Production & Development

Readings (complete prior to class):

Readings (complete prior to class): Chapter 23, Personal Appearances, Touring

Readings & Videos (complete prior to 5/12/17 class):


Video Case Study
 (watch prior to 5/11/18):

Gary Clark Jr Video Case Study (marketing, publicity, branding)

Password email to the course email list.

Featuring:

  • Peter Standish, Sv VP of Marketing, Warner Bros Records, Reprise Records
  • Frank Maddocks, VP of Creative Services, Warner Bros Records
  • Phylicia Fant, VP Publicity and Lifestyle Marketing, Warner Bros Records
  • Rich Gershon, Sr Director Publicity, Warner Bros Records
  • Michael Nance, Sr VP International, Warner Bros.

Week 6         5/11/18         Fan Engagement / Digital Marketing

Guests:

Adam Ruehmer, Director of Fan Engagement Strategy, Warner Bros. Records

S|WMG Leader: Ali Anglin

Topics:

Reading to complete prior to 5/18/18:

Week 7         5/18/18        How to Work with Artists: The Intersection Between Creativity and Business

Guest: Daouda Leonard, Founder, Mastor Craft


Founder of Mastor Craft, an artist development, record production and music publishing agency contributing to over 14 billion global sales and media impressions by Lady Gaga, Kanye West, The Weekend and Justin Bieber. Current clients include Grammy-nominated DJ Snake and BloodPop®.

This class is an introduction to The Mastor Craft. An experiential open source learning system on how to work with creatives and engage in the business of music. At the end of the class students will be participate in a workshop case study.

S|WMG Leader: Chloe Thai

Topics:

Homework:

Musonomics, by Larry Miller

Music, data and the Blockchain: a Digital Utopia? (22 min) download

Week 8         5/25/18        Blockchain, Music Rights, and Open Music Initiative  

Guest:

Panos Panay, Vice President Innovation and Strategy at Berklee College of Music: Blockchain and Music Rights; Open Music Initiative; Managing Director of Berklee Institute for Creative Entrepreneurship)

Full Bio

 

This special open session of The Changing World of Popular Music will answer the following questions:

- What are the key issues in compensating music rights owners and content creators?

- Who are the stakeholders for these issues?

- What is blockchain?

- How is the industry changing to embrace blockchain?

- What is The Open Music Initiative, and how might Stanford students become involved in this industry leading initiative?

S|WMG Leader: Ali Anglin

Announce Pandora Challenge winner

Week 9         6/1/18                Technology investments in the music industry

Guest:

Peter Gotcher, Chairman, Dolby Labs;
                Board member, investor, GoPro;  
                Chairman, investor, Jaunt VR

S|WMG Leader: Clarissa


Additional Materials

Digital Marketing (fan engagement, platforms, resources, Digital Strategy, ECommerce, Merch, D2C)