Kickstarter for Bands: How We Raised $4,300+ from 112 People

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My band just raised $4,356 from 112 people in 60 days on Kickstarter to release our new album Pandemic.

I’ve been espousing the virtues of crowd funding for a while now, so I’m really glad we didn’t blow our goal of $3,666. Instead, we went $690 over our goal.

There were a few strategy/marketing moves that really worked, and a few unexpected but important issues that arose during the process. I’d like to share them here with my fellow musicians.

This isn’t about how to make a great video or a great campaign — I’m assuming your campaign is already totally awesome and your album rules. I’m here to give you the war stories so you don’t repeat the same mistakes and make real money with these Kickstarter best practices for crowd funding an album.

Why We Picked Kickstarter

The first big choice is Kickstarter vs. Indiegogo vs. Pledge Music vs. Sellaband vs. Patronism. The last three were either overkill or still in beta. For most bands, the choice is going to be between Kickstarter and Indiegogo.

Kickstarter is the most established, fully-featured and polished of all the platforms. The only reason to consider Indiegogo is because unlike Kickstarter, you keep whatever money you raise even if you don’t reach your goal. You will pay a 9% fee instead of a 5% fee for this honor. When we weren’t 100% confident in our goal, we lowered it until we were. Indiegogo is perfectly fine (and charges the same 5% fee if you reach your goal), but we went with the established player. Remember, many of your backers will be funding their first project and will have to sign up with Kickstarter, so it pays to go with a trusted name.

Why We Set 60 Days to Achieve our Goal Instead of 30 as Kickstarter Recommends

I’m not going to dispute Kickstarter’s assertion that 30 days is the optimum length of a campaign — I’m sure their statistics clearly show it. But for us, 60 days was the right length. I think that for bands just getting their footing with marketing and sales, it’s better to have a longer window to utilize — think of it as a challenge to keep your audience’s engagement for a continuous two months. It’s hard to do, you will make mistakes, there will be lulls… but it’s a fantastic learning experience. If you’re not in any particular rush, more time will allow you to draw in more people from outside your fan base.

Delays to Watch Out for at the Beginning

Don’t expect to have your campaign up and running the day you decide to launch it… or, for that matter, anytime that week. Unless you’ve done a campaign before, you’re going to wait 2-ish weeks for Amazon Payments and your bank to work things out to where you can accept payments. You’ll need to provide tax info — oh yeah, you’re getting taxed on this income. You really ought to have an LLC and a business checking account, but you can squeak through DBA yourself with your personal account.

You may also be delayed if any of your campaign rewards (or any other piece of data) triggers Kickstarter’s moderators to flag your submission for violating the terms of service. That’s not limited to penises in the promo video and human blood as a $100 incentive. Our campaign was stalled because our top backer package offered free admission for life to any of our band’s gigs. Apparently, lifetime rewards are not allowed. There are dozens of “small print” rules like this. For us, it was an easy fix, but it’s important to be aware your launch can be delayed a couple days if it’s not up to spec.

Remember Shipping, Taxes, Fees and Declines when Budgeting

Setting your goal is all about figuring out how much money you are 100% confident you can raise, and then creating a budget to produce the album that matches that amount. When you do this, don’t neglect to factor in additional expenses that will have a significant impact on the money that’s left over to produce the record.

  • Shipping – Shipping gets expensive quickly and is highly variable based on where the recipients live. You’ve really got to budget for shipping, and for that you have to guess how many of each package you’re likely to ship. Take your guesstimated total and round it up to be safe.
  • Taxes – If your band has an LLC or a partnership, your company will be liable for the taxes. Otherwise, the person who handles the money will be on the hook. Like shipping, taxes are difficult for the average citizen to estimate, but you should be building in some room for cost overruns in your budget, and setting aside some money for taxes alongside.
  • Fees – Kickstarter will take 5% of total funds raised, and Amazon will take ~3% for processing the payments (less or more depending on how much you raised). This quickly adds up to hundreds and even thousands of dollars in fees — you will wish you worked at Kickstarter when you see what they take out. Factor the fees into the budget!
  • Declines – Backers’ cards are charged when the campaign ends. Depending on how broke your fans are, you may get a number of declined credit cards. Kickstarter tries to get the cash by sending alerts to the backer every day for seven days after the campaign. Then they give up, and the money is gone. Everyone’s going to have one or two declines, but some may have more. You’ve got a real problem when someone backs you to the tune of hundreds or thousands, and then their card declines, but there’s nothing you can do about that except try to build a relationship with that backer outside Kickstarter before the campaign ends (which is a good idea anyway).

In our case, all of the above added up to roughly 1/4 of our total production budget, so pay very close attention to fees and charges that may not be apparent at the outset.

By the way, we were worried about how long it would take to get paid after the campaign ended because we saw some people saying it took them up to two weeks. It took two business days for the cash to hit the Amazon account, and another day to transfer to our bank account.

The Hustle

A great video, a bunch of great packages, a great album… these are all… great. But they are nothing without the hustle.

Put briefly, we made a list of around 300 people we thought would back us at some level. We also had our 600+ Facebook fans and 300+ Twitter fans as a captive audience, and we hit them up every day. But as the deadline grew closer, we ran our 300-person list like we were doing a fundraising run against terminal illnesses.

Preaching to the choir is not everything — you absolutely have to be drawing in people from outside your fan base. Around 30% of our backers were total strangers to us before the campaign. We constantly were meeting new people on Twitter and pitching the album, and that was good for a few hundred bucks. Ditto on reaching out to the Creative Commons folks, who gave us a spot on their curated Kickstarter page because we license all our music CC-BY-NC-SA.

So get out there, meet new people, and get them to back your dream.

Musician as Entrepreneur, Band as Business – Take My Class!

Today I’m excited to announce the culmination of over two months of round-the-clock production work to answer the common musician question: “How do I make money from my music?

I proudly present Musician as Entrepreneur, Band as Business, an online course offered by Artists House Music on the Udemy eLearning platform. Watch the promo video below:

Earlier this year I teamed up with John Snyder of the awesome Artists House non-profit to plan a curriculum that would engage and educate a new generation of musicians. Artists House has a massive video library — John brought to the table hundreds of hours of video footage featuring interviews with the top names in the music business.

I edited that massive mountain of content into 5.5 carefully curated hours, and with John’s wisdom (and 85 pages of written advice) to guide the production, we emerged with a course like no other.

Please head over to Udemy to preview the course — we’ve made one section available for free so you can get a glimpse of the top-shelf, real-world education we are offering here. There are no boring lectures that drone on, just solid tips from folks who have already proved they know how to make money from music.
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Compositions with Samples: A Music Discovery Market in Arrested Development

Girl Talk producing live. Photo by IllaDeuce. CC-BY-SA
Girl Talk producing live. Photo by IllaDeuce. CC-BY-SA

When you can’t sample something, you can’t discover you like it, and you won’t buy it.

Like many suburban white kids, my first exposure to hip hop was when Run-D.M.C. teamed up with Aerosmith on “Walk This Way”.

That collaboration was not just how I discovered Run-D.M.C., it was how I discovered the whole genre of hip hop. 2 Live Crew, Beastie Boys, NWA, Public Enemy, DJ Jazzy Jeff & The Fresh Prince and LL Cool J would soon follow, along with lots of awful hip-hop/teen pop crossovers I needn’t mention. For someone straight outta the Catskills, my hip hop roots run deep.

Was Run-D.M.C. showcasing its sound through Aerosmith’s composition? Or was Aerosmith showcasing its sound through Run-D.M.C.’s composition?

The answer, of course, is both. In this case, it was as much musical chemistry as calculated salesmanship. Both bands were rocking each other’s compositions as a platform for greater exposure. Run-D.M.C. appealed to fans of hair rock, and Aerosmith suddenly seemed relevant again, saving their music career. The whole thing was a marketing plot orchestrated by bearded studio magician Rick Rubin, who carefully arranged the profitable pairing in advance.

As any hip hop fan knows, creative appropriation of sound recordings — samples — are a fundamental building block of the genre. “Walk This Way” was staged, but most samples at the time were taken without permission. Hip hop had not yet begun to emerge as the commercial powerhouse it would soon become. It wasn’t until Bridgeport Music, Inc. v. Dimension Films that copyright law was brought down like a hammer against unauthorized sampling, and the practice suddenly became very expensive if not impossible.

Hip hop pre-Bridgeport was a revelation because it was a genre of music based on exposing people to other artists and genres of music through the actual composition. It wasn’t a composition as we traditionally thought of — sheet music with lyrics. Instead of notes, there were bits of sound recordings, with compositions contained within. Songs were transformed through sampling into new compositions that showcased artists and genres in a new context.

Hip hop wasn’t just a music genre, it was a music discovery platform.

The mashups, remixes and EDM of today are taking the mantle of genre-as-music-discovery vacated by hip hop after Bridgeport. I would argue that these genres are the natural progression hip hop would have taken had the creative act known as “sampling” not been stagnated by an unjust court ruling.

Today, you can discover several artists or genres in a single mashup. Like an audio scavenger hunt, listeners follow snippets of sound to their source, finding new favorite tracks and entire styles of music they didn’t know existed.

All of this is happening under the commercial radar right now because creating songs with unauthorized samples is technically copyright infringement. Girl Talk is the poster child for trying to make a career out of claiming such use is fair, using hundreds of uncleared samples and making lots of people scratch their heads as to how he gets away with it. There was a whole SXSW panel on it:

No one can argue there is a growing cultural awareness of Girl Talk-esque sampling as transformative, fair use among listeners and musicians. This contrasts with another widely held belief that there is a limit to sampling another’s work without payment. As they say in the video, “Puffy’s got to pay” when it comes to using the heart and soul of a song as the heart and soul of your new composition. In other words, any rational musician or listener can see there is a spectrum between fair use and copyright infringement when it comes to sampling. Unfortunately the law is generally absolutist about these things, and Girl Talk only avoids prosecution through conspicuousness. The fact is, anyone who samples any copyrighted song without permission is breaking the law and risking a lawsuit, and because of that, the professional mash-up musician is not allowed to be born.

Where does that leave music discovery via other people’s compositions? Will mashups/EDM atrophy without commercial support? Probably not. That’s the beauty of the illegal art form — it remains relatively un-compromised by commercial interests, and sustains a creative if chaotic scene. The uglier side — at least from a purely aesthetic perspective — is that the genre remains clogged with amateurs with no clear path toward a professional music career.

Much of the progressive talk in the music world around this issue centers on the concept of introducing a compulsory sampling license. Some serious thought and legal expertise has gone into developing this path toward copyright reform. The intent is to balance the welfare of the greater good and culture at large against what many perceive as too much power given to the individual — in this case, the copyright owner of the sample in question.

In the same way I can cover a song without permission so long as I compensate the original composer via a compulsory license, I could theoretically do the same for the composers (and sound recording rights owners) of my samples.

In practice, this is tricky for a number of reasons. For example, how do we set a compulsory sample licensing fee? Most people seem to think it should be based on what percentage of your composition the original sample represents, or what percentage of the original composition/sound recording you took. But how does one possibly determine that? Length of the sample? Whether it’s used in the chorus or the verse? Amount of sample transformation? The variables are endless. Calculating them in any standard format is flatly impractical — any attempt to do so would be fraught with compromise.

Then comes the personhood concerns — the idea that a person might not want their composition to appear in a particular context. For example, when Kanye West paid handsomely to use an Otis Redding sample on Watch the Throne, Otis Redding’s estate vetted every word in the song to ensure it matched Redding’s legacy. A compulsory sample license would allow me to use the same sample in a new composition called “Otis Redding Sucks” as long as I paid the requisite fee.

For those unfamiliar with music copyright, a song basically has two rights attached to it: the actual sequence and structure of the notes and lyrics as well as the actual recording. It’s another reason why sampling is trickier than cover songs — with a cover, you’re making a new recording, so you don’t have to pay or get permission to use the old one. With a sample, you’re dealing with two different sets of rights, which technically means two different licenses. Compositions are administered by performing arts organizations (ASCAP, BMI, SEASAC) on behalf of publishers and artists, licensing them is a fairly standard process. But many musicians transfer their song’s second right — the sound recording right — to a record label in exchange for financing the recording and marketing of their album. Thus, negotiations for sample use are not always entirely up to the artist, but their label as well. So in many cases, the composer would be cool with using the sample, but the record label that owns the sound recording would say no or hold out for more money.

For these and other reasons, it’s not likely that genres based on unauthorized sampling will reach any sort of widespread commercial viability any time soon. And that’s a real bummer, because we’re denying a generation of listeners one of the most vibrant music discovery platforms yet invented by humans — the composition-within-composition. Not to mention all the dough being left on the table.

Thankfully — as I always say — music finds a way. Bridgeport didn’t stop unauthorized sampling any more than Napster stopped unauthorized file sharing. In both cases, music discovery was driven underground.

We will continue to see the growth and evolution of compositions that make unauthorized use of other people’s compositions and sound recordings. I would urge all musicians to fight the good fight and protect their compositions and sound recordings with a Creative Commons license instead of relying on traditional copyright. With Creative Commons, you can protect your song against unauthorized commercial use while giving a wide berth to allow transformative uses of your song like sampling and remixing.

Sample culture will continue to thrive beneath the surface of the mainstream, waiting for a law to pass and unleash its bottled-up commercial potential. Until then, it will only get cooler and more creative, and samples will only gain more political power.

The corporations that control 75% of the world’s music would be keen to pay attention and change their strategy. Picture this: Girl Talk takes the stage with Aerosmith and Run-D.M.C. at the 2014 Grammy Awards and they infringe 60 years of music in 5 minutes. Watch that mashup single become the new “Gangnam Style” overnight.

The Music Doesn’t Need Saving (Video)

Trying something a little new this week… a video blog.

I hear a lot of people say we need to “save the music” by preserving the old business models of the music industry. “If there are less career opportunities for musicians,” they argue, “surely there will be less good music.” I call shenanigans on this short-sighted perspective. There is more music than ever before, and a new breed of musician is being born, blurring the lines between creator and consumer. Bring on the new thing.

Why Our Band Uses Creative Commons Licenses (Video)

Copyright is good at protecting creative work… too good. Traditional copyright prevents people from sharing and remixing your work. But with a Creative Commons license, your fans are free to copy, share, distribute, remix or build upon your music or other creative work. It has safeguards built in to prevent others from failing to attribute you, or from commercially exploiting your work without your permission.

The Steady Decline of the Professional Musician

The professional music career is in decline.

We could start with the RIAA’s debunked statistics painting a worst-case scenario, but that only tells one side of the story.

I’d rather look at Google, the “do no evil” company and thorn in the side of the few corporations that control the majority of the US music industry.

Search terms can’t be gamed and framed the way U.S. Bureau of Labor data can… Google Trends searches are like Shakira’s hips, they don’t lie. Let’s take a look at some common terms associated with aspiring music professionals:

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The search volume for music career, learn music, music business, songwriting and music sales are all noticeably down since about a decade ago. Seeing these and other terms on a downward trend paints a clear picture of a future with less professional musicians.

Who’s to blame? Depends on who pays your bills. If you’re an old school music business person, you probably blame the content-devaluing “information wants to be free” tech sector. If you’re a new school musician, you probably have a chip on your shoulder dug deep by the exploitative, self-destructing record business which is ineptly responsible for the scorched earth you have to Mad Max a music career on these days.

Before we seek blame or solutions, let’s pause for a moment to consider what this means. Back to Google Trends. What about search terms concerned with more modern, everyday music practices?

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Search volume for how to remix, mashup, garageband, how to record and how to make music are on their way up. There are more “musicians”, but less of them qualify for the “professional” distinction. You might call it the “amateurization” of music. More musicians, less music careers.

This is fun, let’s take another look at the “old way” of doing things:

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Yup, interest is flagging in music publishing, music job, artist management, music copyright and music law.

So there must be a huge explosion of amateur musicianship, huh?

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Hmmm… less people seem to want to go the traditional route of learning guitar and song composition through formal experience in training. This would seem to jive with less musicians going pro. Also jives with all the time those damn kids play video games on their mobile phones.  They probably have a much more direct relationship to music creators, right?

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Wow, crowd funding is exploding in popularity — there are clearly less careers these days built on exploitation and more facilitated through patronage. And lots of people seem to be picking up the habits of aspiring music professionals (Facebook pages, merch, albums). Perhaps we’re just in a slump, and there’s a digital music baby boom waiting to happen?

Of ourse, the situation is not as simple as I paint it here with the Google Trends graphs. For one, Google search terms are very broad in both scope and depth. If Kickstarter had an IPO, that might spike traffic, despite no correlating spike in user activity. Second, statistics can tell almost any story you want them to if you know how to frame them.

I’m not here to spew propaganda. I’m here to form solutions. Can this trend be turned around? Should we even care?

On the one hand, I believe we need more of a culture of entrepreneurship among musicians. The art/business divide is increasingly one of unsustainable, apathetic detachment from reality. It’s a cultural anachronism from a time when creative work found its utility in exploitation. Put simply, we musicians could use a little entrepreneurship with our sex, drugs and rock and roll. Everyone is creative nowadays — in a sense, creativity is getting more competitive. Those with the entrepreneurial skills have more and more opportunities for exposure than those skilled only in composition, performance or recording.

On the other hand, the music industry is growing, and while huge challenges remain (largely around copyright issues), it doesn’t seem as if the music market is in a downward trend. In fact, more people are listening to more music than ever before.

I think what’s happening is clear — we’re witnessing the dawn of a new creative class and a new type of creator-consumer.

We should continue to strive to figure out ways the old guard won’t lose all the value they invested in the music world these past few decades. But royalties — so-called “mailbox money” — are like a musician Social Security system, and just as unsustainable. Old rights owners (or their heirs) who no longer create anything are bogeying the music economy pie, leaving only tiny slices left for emerging, independent artists. This is why Spotify royalties are so low. I bet they love artists and would love to pay them, after all, they’re Swedish.

The purpose of copyright is to promote the production of creative works — how is that accomplished by giving the George Gershwin Estate millions of dollars? It may be a radical concept, but I think we need to divert some of this money into funding programs for the next generation of musicians. And we clearly need shorter copyright terms.

In any case, let’s push toward patronage and leverage the creative value in all of us to protect the independent class of musicians that represent our future. We may very well live in a world with more musicians and less professionals for a long time. But that doesn’t mean music is any better or worse off. Music is always awesome no matter how much we screw up the business side.

What is happening now is a redefinition of what a musician is (which is good because none of us can agree on a definition at the moment). We’re figuring out new ways (or rediscovering pre-phonograph ways) of doing business.

But as most fans and musicians would tell you, “Who cares about definitions and business models — turn up the music!”

Artist Growth: Great App for Musician-Entrepreneurs

artist_growth_ios1_mediumArtist Growth is a web and mobile app designed to amplify the entrepreneurial spirit of musicians everywhere. What’s next after first signing up? It’s time to customize your green, spherical avatar with a mesh cap and a pair of headphones.

Perhaps realizing that music and business are like oil and water in the minds of many musicians, Artist Growth puts the “fun” in fundamental music business practices. From customizing your avatar to creating “action tasks” around gigs and other events, the platform seeks to drive independent musicians toward the business goals necessary to flourish as a modern musical enterprise.

The Artist Growth crew is teasing a 2.0 release soon, but their current offerings are worthy of immediate attention. On the heels of this Editor’s Choice review of the app on evolver.fm, I decided to sign up and see what was up. After all, the green spherical avatar in the review looks exactly like me.

I instantly fell in love with the gamified UI when I started by entering an upcoming gig. After entering contact info for the other members of the band, Artist Growth prompted me to add an “action pack” to the gig, which creates a checklist of promo suggestions to get maximum attendance. It even prompted me to set a tour itinerary upon gig creation, ensuring all members of my band know when load-in, load-out, (and most importantly) dinner is.

Other highlights include useful functions to track band finances, generate set lists and schedule other tasks and appearances. These could all be easily handled outside of the app, but their inclusion shows a commendable commitment to completeness on the part of Artist Growth.

mzl.ezouirei.320x480-75While the business aids are a great mix of fun and functionality, the true asset Artist Growth has to offer is a partnership with The Indie Bible. The venerable directory of venues, press and media published for independent musicians is the backbone of the app’s “industry search” function. Splitting the U.S. up into regions, Artist Growth gives musicians the tools to comb through the nation’s music establishments and target them with promo and booking efforts.

Rounding out the checklists and directories is “AGtv”, the app’s built-in video content targeted to musician-entrepreneurs. It’s a surprisingly well-developed aspect of the Artist Growth approach, featuring “channels” of content from the leading voices in career advice for musicians. From TuneCore to Taylor Guitars to Ariel Hyatt, all the big players are represented.

I haven’t seen such a fully-integrated musician-entrepreneur app since Indie Band Manager established itself years ago as the utilitarian Swiss Army knife of self-managed musicians, allowing them to “rock both roles”.

Artist Growth is today’s über-accessible platform to draw in and develop a new generation of musician-run small businesses. The mobile and web apps are not without their kinks. However, they persevere with a slick UI and a respectable balance of functionality and ease-of-use, and I see immense promise in their pioneering platform.

The Artist Growth business model is interesting. The company is riding the wave of new apps relying on a monthly subscription fee ($5 per install) rather than a one-time download price. This makes total sense for a service designed to be ersatz manager to notoriously non-business-minded musicians. I wouldn’t be surprised if bands that dutifully complete the “action packs” see up to a hundred-fold return for their investment. Of course, there will be many suckers on the line as well, paying their monthly dues like a gym membership for a couch potato.

I’ll be on the lookout for Artist Growth 2.0’s relaunch — their $10/mo. “integrated” pricing plan looks incredibly competitive as a mass-market, more accessible TopSpin-style offering. In the meantime, I greatly encourage musicians to check out their iOS app and give the 30-day free trial a shot.

Copyright Reform Necessary to Protect the Consumer-Creator

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Free song sharing is this generation’s VCR.

Twenty years from now everyone in the music industry will look back at the plummeting price of access to recordings and shake our heads much the same way the movie industry looks back at its attempts to outlaw the VCR. How could anyone rationally think otherwise? And yet the entertainment industry has been chipping away at the legal underpinnings of fair use established by the US Supreme Court just under 30 years ago.

In Sony Corp. of America v. Universal City Studios, Inc. — otherwise known as the “Betamax case” — the Court narrowly ruled in favor of the greater good.

Justices Marshall, Powell, and Rehnquist joined Blackmun in dissenting, completely ignoring welfare-based theories of copyright. These justices were siding with the MPAA’s view that any leeway given to copyright infringement, even personal copying for private use, undermined the whole system of copyright.

It’s not that they were wrong in their assessment. VCRs did undermine copyright in the sense that fair use enabled people to make tens of millions of copies of copyrighted material. But nothing happens in a vacuum. Consumers were so busy “undermining” the copyright, they developed a voracious appetite for films and TV shows, and the movie and television industries positively exploded.

The same thing is happening in so-called music piracy, it’s just happening incredibly slowly because the music industry is still for the most part fighting free access to music.

Certainly, creators need to be compensated for their labor. Copyright exists to provide this incentive to work, ensuring creative works get made. It also exists to protect our personhood — our identity as defined by our creative expressions. Copyright should prevent our labor from being unjustly exploited, and our identity from being stolen.

For many, this is where copyright ends because they are only thinking about themselves (it’s something of an American pastime.) They ought to stop and think for a moment, because there are an estimated 315,613,999 other folks in this country alone who deserve consideration.

Copyright is not just about protecting your individual right (or, more commonly, a corporation’s right) to profit from or be fairly represented in the exploitation of their works. It’s about the greater good, a concept that trumps any individual concern. We tend to overvalue our own creative endeavors because the labor and personhood considerations of creativity distort our perception. Our value is high because we worked hard and infused our work with something of personal essence.

But while the price of creative work may be set by individual, society at large will ultimately judge its value. This is why record labels have to fix prices — to override the more reasonable value judgement of consumers by exploiting their control over music access. In a truly free market, the value of music remains high and climbs even higher while the value of access to music approaches utility levels (think Spotify) if not zero. The music industry is fighting the devaluing of access to music rather than the music itself. On the contrary, there is now more music being produced per year than ever before — more bad music to be sure, but much more good as well.

Copyright is supposed to ensure the needs of the greater good are met by stimulating individuals to contribute to that greater good. We recognize that having a market in which one’s creative works have value is a strong driver of individual contributions. But we must also recognize the purpose of copyright is to “promote the Progress” of the public and culture as a whole. In the case of labor and personhood, copyright is the art of balancing the individual need for monopoly protection with the public need to access creative works.

We need to stop looking at this like one creator is producing work for 315,613,999 consumers. It’s the 21st century. One creator is producing work for 315,613,999 other creators.

This culture in which everyone participates as both consumer and creator was still a ways off back in 1984 when the Betamax case was decided. Interestingly, dissenting Justice Blackmun unwittingly predicted a future in which the line between creator and consumer would not be so clear:

“Fair use may be found when a work is used ‘for purposes such as criticism, comment, news reporting, teaching… scholarship, or research.’ …other examples may be found in the case law. Each of these uses, however, reflects a common theme: each is a productive use, resulting in some added benefit to the public beyond that produced by the first author’s work…”

In particular, this quote reminds me of the concept of “semiotic democracy“, a phrase first coined by John Fiske in 1987. In studying television culture, Fiske observed that “rather than being passive couch potatoes that absorbed information in an unmediated way, viewers actually gave their own meanings to the shows they watched that often differed substantially from the meaning intended by the show’s producer.”

This concept finds its legal context in addressing the growing creative, participatory role in culture that consumers are beginning to enjoy. In other words, we must start treating every consumer as a potential creator. This is not to say we need to mandate everyone make a cultural contribution, but only that we need to respect use and sharing of creative works as a potentially creative act, and one that cannot be reduced to mere product consumption because that was the intent of the producer.

Again, the market assigns value and meaning to creative works independent of intent. Increasingly, a big part of that value is in source material or inspiration for a new creative act.

Most of us in the 80s (those of us who were around, anyway) didn’t use our VCR creatively. I knew I was the exception when I sat in front of the TV recording little snippets of commercials and shows until I had an avant-garde remix of bizarrely juxtaposed images. Without YouTube, I had no distribution network (and few friends at the time) and did this purely for personal enjoyment.

I might not have seemed so out of place in today’s culture. Some of the most popular videos on YouTube are remixes of existing clips (much more entertaining than my VCR art). Dubstep and mashups have turned unlicensed sampling into the music of a generation. Even consumption is collaborative, with fans forming their opinions collectively through social networks. Welcome to the world of the consumer-creator.

It’s really not such a long way from creating our own meanings for TV shows in our heads to producing an expression of those unique meanings. We’ve been doing the former since the days of the VCR and earlier, but only recently have the means for creativity grown ubiquitous.

What does a world in which everyone’s a creator mean for copyright? It should mean reform.

We can’t do away with financial incentives to stimulate creative labor, but we have to reassess if a virtually perpetual market monopoly is bringing a chainsaw to a knife fight. There is much about current copyright term length and a narrowing definition of fair use that works against a culture of creativity. We need to allow consumer-creators to freely remix our individual works into new works if culture is to progress. (Creative Commons leads the charge in this arena, and you can find dozens of books promoting the idea of making fair use fairer.)

We should continue to protect the author’s personhood and the “essence” they contribute to their works. But we’re overdue to reconsider the roles of attribution and identity in a culture that is transcending our psychological hang-ups around copying as the core of creativity. (Marcus Boon’s In Praise of Copying is a great start.)

Finally, and most importantly, we need to push back against laws that clearly favor neither the individual nor the greater good. Lobbying and litigation have become the tools used by entertainment industry elite to stifle this new culture of the consumer-creator. Often passed of as acts to protect creativity, the industry is really only interested in driving consumption. Corporations like to keep creativity at an easily co-opted and exploited level.

If we can keep the corporations in check, one day, passive consumption will be taboo and participatory creation status quo. It’s what’s already going on in our heads. To keep culture locked up just so large corporations can profit (be they record labels or tech companies) is the opposite of copyright’s charter to promote progress. As the creator-to-consumer ratio changes, so too must the law.

What’s Important To Musicians? Analyzing Reddit for Insight

Reddit may boast the largest community of amateur and professional musicians on the web. Its thriving WeAreTheMusicMakers “subreddit” thread had 55,321 subscribers at the time of this writing.

I’m not going to explain to you how reddit or crowd sourcing works, but suffice to say the conversation going on is lively and enriching for any type of musician. So what are all these music makers talking about?

I scanned the last month of WeAreTheMusicMakers posts to gain some insight on what’s important to the community. I would have liked a larger sample size of posts but reddit’s archives stop after one month. However, the community itself is a huge sample size, and I was able to see a few trends emerge. Here’s the data I ended up with after counting and categorizing each post that received 30 or more upvotes:

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Tips, techniques and resources for digital recording, mixing and mastering represented nearly a quarter of the most popular posts. While it’s true anyone with a laptop can produce a great-sounding record these days, it still takes a considerable amount of skill and experience to properly record, mix and master. Many of the most popular posts were links to free resources to learn the ins and outs of digital recording, followed by information on the hottest plugins for “in the box” recording.

The next most popular category was career advice. Clearly there is a lot to talk about here with the big changes happening in the music world. It seems the WeAreTheMusicMakers crowd tends toward the amateur end of the spectrum — musicians that have been playing for a while and are looking for advice on how to begin establishing a career. Luckily there’s a good number of professional musicians in the fray to provide quality advice.

Along that same line, there were robust discussions of the music industry in general — mostly around unfair, exploitative business practices we’ve become too familiar with. But there were also a few posts that looked to gain lessons from the industry success of other artists.

Also popular were requests for specific feedback on non-career issues. These were usually creative ideas about new websites or resources for musicians, and the posters got an enthusiastic response.

Anyone who’s hung with musicians knows they can’t shut up about gear, and the prevalence of gear porn and gear advice among the most popular posts was unsurprising.

The rest of the most popular posts focused on humor, inspiration and commentary on miscellaneous issues important to musicians. There were also appearances by music apps, exhibition videos, requests for collaboration and allegations of copyright infringement.

While these insights may seem self-evident, to me they powerfully illustrate how musicians are taking their fates into their own hands. And that’s a really, really good thing. The odds and benefits of winning the major label lottery are disappearing more and more each day. We’re replacing the old, corrupt system of exploitation with a new do-it-yourself, direct-to-fan attitude.

Digital recording has made every musician a producer. We’re now culturally cool with a lower-fidelity standard of audio quality. We may never individually learn how to make recordings shine in the way an expert mixing engineer can — but as long as we can make the music we hear in our heads, the tradeoff in fidelity is more than worth it. Old folks like Neil Young and Flea might complain we’re a generation of overly-compressed, earbud-isolated kids who don’t know what we’re missing, but it’s clearly the old folks who are missing the point.

Likewise, artists are taking on management and marketing roles for themselves. Again, most of us can’t create amazing music and manage ourselves to six-figure salaries at the same time. But we’re trying because we realize that the first step to “making it” is taking an entrepreneurial attitude and realizing we’re managing a small business. It’s exciting to see that realization dawning after decades of musicians pathetically waiting to be “discovered”, creating great music that dies in obscurity.

I’ll continue to keep my ear to the WeAreTheMusicMakers thread, and even try and get a conversation or two going myself.

How Many Musicians are There? Copyright Change Requires Answer

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How can anyone profess to know what’s best for musicians when there is total disagreement as to what a musician is?

In conversation after conversation, I have come to the following conclusion: the fundamental disagreement in the copyright vs. free culture debate is over opposing definitions of “musician”.

In one corner, we have the musician as defined by the copyright industry. This is the definition with the most qualifiers. To be a musician in their eyes, you must be making a living playing music, or at least actively pursing a music career. There is an aesthetic judgement too — the “quality” of the music must demonstrate a level of competency above the amateur. This is a subjective assessment, but factors include fidelity of recording, originality in composition, and technical acuity in performance.

In the other corner, we have free culture advocate. The underdog. Their definition of musician has virtually no qualifiers — one must only be composing, performing or recording actively to be considered a musician. Quality, skill, experience… these are not necessary for musicianship. One need only play.

Much can be said about these two opposing philosophies, but I am going to stick to how these attitudes relate to the constitutional purpose of copyright, to “Promote the Progress of Science and Useful Arts”.

There has been much debate over what “Progress” means in this clause. One can imagine our two fighting definitions as revealing different interpretations. The copyright industry would likely consider “Progress” to be any work of art that has demonstrated market value. They would see the inclusion of “Progress” as intent to separate amateurs from professionals in economic terms.

A world full of amateurs would not fulfill the copyright charter for these folks. It doesn’t matter what “Arts” progress if none of them are “Progress”. “Progress” for them is the conversion of the amateur musician to the professional musician. This view is driven by economic imperatives, and it comes as no surprise those musicians and businesses that have profited the most from copyright are its most vehement supporters. This view is more in line with the “labor / desert” theories of copyright which justify granting market monopolies as a way to make available the “just deserts” of creators’ labor as a critical incentive to create.

The free culture advocate is quick to point out the hypocrisy in the above view. “Progress” doesn’t emerge out of thin air. Everyone starts as an amateur. There could be no music professionals without a thriving amateur musician scene. How soon the professional forgets they were once the amateur. “Progress” for them is represented by the conversion of the non-musician to the amateur musician. This view is largely driven by creative or cultural imperatives.

It also is demonstrably true that a musician who defines “Progress” from an economic standpoint will often end up working in the music industry instead of being a musician. There simply isn’t much money to be made being a musician, and what profit exists is fiercely competed over, dependent on impeccable timing bordering on luck, and rarely lasts.

On the other hand, most musicians hold the view that defines “Progress” in creative and cultural terms. This is great for culture, but bad for musicians making money. It explains why musicians have historically been bad earners. It also helps explain the system of exploitation the entire record business is based on.

So, the music industry overwhelmingly defines musicians as those who are contributing measurable value to the music economy. Musicians define themselves as creatives making cultural contributions, which may subsequently be recognized financially. What about fans?

I would suggest most fans’ attitudes of what defines a musician fall somewhere between the opposing poles. Which side they gravitate to depends on their musical tastes. Those who enjoy discovering obscure acts and new artists probably hold more of a cultural view, while those with more mainstream pop tastes might have a narrower view of what constitutes a musician. The former celebrate the value in music that isn’t necessarily economically viable, the latter celebrate the value in music produced by big budgets and big business.

In other words, all approaches are variably valid in the eyes of the public, and this is the group copyright is meant to protect. Certainly, copyright is a tool for creators, but its charter is to benefit the greater good. The needs of the musician and the music business are intertwined, but ultimately the needs of the commons take precedence in concerns over copyright’s purpose.

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The best and most recent attempt to answer the vexing “How many musicians are there?” question was undertaken by the Future of Music Coalition (FMC).

The conclusion? “There is no reliable way to measure the real size of the US musician population.”

Leaves a little something to be desired, doesn’t it? The FMC highlights three key reasons for their assessment:

“(1) There is no agreed-upon definition for “musician”, no certifications or qualifying tests; (2) There is no one organization that represents all musicians; (3) The government’s statistics excludes a huge chunk of the musician population by their own counting standards.”

It’s not likely we’ll have a single organization that represents musicians anytime soon because amateur musicians by definition aren’t professionally represented. Nor will the government be able to shed any light on the uncounted musical masses huddled at the edges of the music career world.

The only way we’ll be able to reform music copyright to be equitable to all is to agree upon the definition of “musician”. I would be remiss to leave the issue hanging here unresolved, so here’s my proposition for how we can move forward in this endeavor:

There is a concept in copyright law called “extralegal norms”. Sometimes traditions and standard methods of operation achieve the “Progress” goals of copyright without having to involve messy and expensive legal procedures. In this respect, under utilitarian theories, copyright is justly viewed as a “necessary evil” that can be rendered unnecessary if the culture of creation provides enough incentive and protection to creators already.

For example, comedians are not granted copyright in part because of extralegal norms that involve the self-policing public shaming of joke-stealers (Joe Rogan vs Carlos Mencia being the classic example). Like fashion, which is similarly unprotected by copyright, comedy is often defined by its context — a moment in time that is fleeting. As such, fashion and comedy are thought by many to be better off without a copyright system that might stifle that rapid innovation required to stay “of the moment”.

This unprotected creativity is starting to sound a lot like music. I think it’s time to take a serious look at the parallel extralegal norms in music and consider that in many respects musicians may not need copyright protection at all. Among them:

(1) Cost of production is becoming so low, musicians no longer have to give up their master rights just to have an album made. The less musicians choose to be exploited this way, the less copyright protection they need.

(2) Songs were meant to be shared. Online, copyright is increasingly unenforceable. An unenforceable law does no good, and when it is enforced, it limits sharing — which is in many ways the purpose of the song’s creation in the first place.

(3) As the language of emotion, music creation is primarily driven by a deep-seated need to express oneself. Most musicians make music for the love of doing so, not for the money. As such, copyright less necessary to provide an incentive for the labor of music creation.

(4) Music increasingly involves collective authorship. In many ways the “amateurization” of music is bringing us back to music’s folk roots. The folk tradition does not require copyright incentives for it is an expressive practice where sole authorship is downplayed in favor of collective, historic tradition. Joint authorship copyright has historically been avoided as a creativity-stifling minefield of competing conflicts of interest.

(5) There are self-policing features in music to prevent outright stealing of material. I would look to the fan outrage over the appropriation of the “seapunk” micro-genre by Rhianna as a parallel example to Mencia vs. Rogan. Such co-option is becoming less of an economic threat because the web connects fans in a way that amplifies their collective attitudes. Witness how fast Seapunk was dropped by those in the mainstream who were caught with their hands in the cookie jar attempting to co-opt it.

There are many more reasons why copyright might also stifle creativity and music in general — they can be found throughout my blog. Here I tried to stick to the extralegal norms that warrant it unnecessary or at least in dire need of reform.

The critical and final point I want to make is that all of the above strongly suggests to me we need a broader definition of “musician”. While I find truth on both sides, I can’t find a single good reason why we should narrow our view of what constitutes a musician.

We should openly embrace the “amateurization” of music and build a music economy and culture in which the millions of aspiring professionals get a fair shot at making a buck by being discovered and supported by their prospective fans.

How do you define “musician”? Is it time to change our collective attitudes and widen the circle?

Career Advice for Musicians? Start with Artists House Music

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The web is full of lame career advice for musicians. It can be hard to cut through the noise and find any useful guidance. Do we really need another “10 tips for branding your band on social networks”? We know how to post to Facebook.

Most musicians have only a vague idea of how to make money from our music. We spend the day as graphic designers, contractors, teachers and telemarketers. We are professional in our craft, but our bank accounts have little to show for it.

We’re not in it for the money, we play music because we have to. We have to express ourselves and connect people together.

Yet most of us are in the dark when it comes to earning a career from our musical pursuits. Let’s be honest with ourselves. For decades we’ve been told to focus our energy on making great music and being in the right place at the right time to be “discovered”. Just be special, they said. If you build the hits, the fans will come.

No wonder ours is a generation full of failed and exploited professional musicians. No one ever taught us how to do business.

There are millions of people playing music across the world at this very moment. Hundreds of millions more are listening to music. And billions of dollars are being made.

The ones making the money are treating their music as a business.

It begins by realizing you’re not just a musician, you’re an entrepreneur managing a small business. It’s really uncool to say, but the consolation prize is getting to do what you love for the rest of your life.

John Snyder, founder of Artists House Music.

This is where Artists House Music comes in. The Louisiana-based non-profit is spearheaded by Grammy-winning music and media polymath John Snyder. He states his purpose with great clarity:

“Our mission is to help musicians, artists, and arts entrepreneurs create sustainable careers… We are challenging the lingering view that there is something inherently distasteful about the co-joining of art and commerce.”

These walls are already coming down thanks to the ways the web enables direct fan patronage on crowd funding platforms like Kickstarter, but they’re coming down too slowly. We need organizations like Artists House Music to push musician entrepreneurship forward, to provide expert knowledge and wisdom as a public service. We need a culture of entrepreneurship in music, and it won’t happen without the kind of leadership groups like Artists House Music provide.

The organization fulfills its charter first and foremost by providing a very active Livestream channel full of music conferences, concerts and other events, which are archived along with tons of other great videos on their YouTube channel.

Any musician that happens across this encyclopedic treasure trove of industry wisdom is sure to click subscribe and suddenly lose hours or days within its archives. For example, just the other day I started by demystifying publishing and licensing and got re-introduced to how musicians earn money by selling rights to use their music. Then I got a second and third opinion. I’ll be going back for a fourth and fifth because every topic is covered in exhaustive detail. It’s easy to emerge with a comprehension of complicated music business basics before you even realize it.

When you’re done with the beginner stuff, you can dig in to controversial industry topics like the termination of sound recording copyrights or go behind the scenes at a modern-day artist management company. And these videos only scratch the surface of the massive Artists House Music website which features everything from musician strategy to legal guidance. The sheer amount of resources for the musician/entrepreneur is staggering.

Regrettably, I am not only writing this on occasion of the non-profit’s demonstrated utility to musicians at large. if you’ve been clicking through to the amazing links, you’ve probably noticed Artists House Music’s grant funding has run out. They need our support to continue to provide this invaluable content. I wouldn’t be doing my part if I didn’t urge you to drop some coin their bucket to keep the good work moving forward.

We are clearly moving toward a new business model for music. It’s more sustainable and equitable than ever before. Now anyone can start a band, record and release a hit album in their basement overnight. It’s happening more and more. There are more opportunities — and more competition — than ever before. You don’t just have to work harder, you have to work smarter. Often success is as simple as setting your mind to achieving it.

If you’re motivated to learn about the opportunities for you to make money playing music, start at Artists House Music.