1. Before « 2000 », it was great !
• Artists could become « Stars » (one-time-wonders sometimes…)
• Music was sold on various physical supports (LPs, tapes, CDs…)
• Radio, TV & HardWare pushed (renewed) music sales
• Entertainment was « simplified »: not many choices…
• Consumers had (enough) money to buy music, go to concerts
when available in their area…
• A few Labels (majors) and some Indies « ruled the world »
• Most artists made a living mainly through sales of recorded music
and partly through touring…

2. But…« A few » new technologies
changed the rules of the game…

3. « Rules » as of today
• Labels push some « bankable » artists and some marketing offers
• Labels (Majors) see decline: sales, revenue, income…
• Less: artistic development, new artists… reputation…
• But: more and more music available everyday!
• Consumers have many (more) choices to spend their money:
•TV, Mobile services, Web, video games…
• Consumers pull artists they like and evaluate many more
• Artists can connect directly to their fans
• Many artists have no more contracts, or only very short-term
• Most artists don’t have knowledge, understanding, money to
« fight » alone (be visible)… and then tend to feel « so lonely »

4. Fans
Markets & Sells
Creates
A cc
es s Music
Artist/group
People
Ideally…

5. Fans Markets & Sells
Label
Creates
A cc Artist/group
es s Music
People
Usually…

6. Which means:
Messy…?

7. I had a dream…
X
oups… idea*…
* With the help of many blogs, papers, meetings, conferences…

8. People want to:
• Discover music (hear,
download, access,
share…)
• Connect and
exchange (with artist,
with others, with other
like-minded…)
• Participate financially
(when motivated)
• Show “love”

9. An artist, or group, wants to be:
• Creative (compose…)
• Visible (record, tour…)
• Make « enough » money for a living…

10. « Label » wants to:
• Manage and develop:
– artist, music, business…
• Market:
– artist, music…
• Sell:
– tours, goods, “content”…

11. Label vs artist/group vs people/fans
• Create • The artist is @ the center
• Connect • The artist is the Brand
• Participate • The artist needs « empowerment »
• Manage • The artist has to be « on stage »
• Exchange
• Develop • The artist is the creative force
• Sell – To make « content » live
– To generate new « content »
– To drive relationship with people/fans
• The label is the backoffice
– Supports the artist and his environment
– Operates services around artist’s needs

12. Music Media Services
Management Marketing
Artistic
Ca
development
Connection
sua
l Fa
ns
artist
r Fans
a
Regul
Touring Sales
True Fans

13. $$$ ?!
• Artist is self-produced • MMS
– Owns master(s) – Evaluates needs
– Signs « on-demand » contract – Is a contractor and gets paid
& chooses services for services it provides
– Agrees to engage with fans – Is responsible for quality
• Artist needs a producer
– Considered a startup => • MMS
business plan for funding – Evaluates needs and funding,
– Signs 360° deal with MMS makes business plan
with time limit – Manages 360° deal over the
– Gets part* of net margin on defined period
global income – Is responsible for accounting
– Gets its master(s) back when – Gets other part* of net margin
costs fully covered on global income
*Depending on needs/costs/funding, split can range from 30/70 to 50/50 to 70/30

14. Why everything’s in-house ?
• To avoid multiple management teams
• To consolidate incomes and bills
• To limit/avoid middlemen
• To allow a global vision of artist’s positioning
• To apply quick strategic changes when needed
• In-house is control, but doesn’t exclude
outsourcing