Cover -- Contents -- Introduction -- Chapter 1 An Ode to the Record Business -- What the Music Industry Once Was -- Where the Music Industry Is -- What the Music Business Is Becoming -- What This Means to You -- Chapter 2 Becoming the New Musician -- Isn't Having Talent Enough? -- Your Role as an Artist -- Does the Record Company Have a Role? -- The Psychology and Morality of Buying Music -- How You Contribute to the "Music Is Free" Idea -- Chapter 3 Understanding Marketing Terminology -- Definitions: Traditional Marketing -- The Marketing Plan -- Definitions: Social Marketing -- Chapter 4 Knowing Your Audience -- Defining Your Target Market -- Understanding Market Segmentation -- Primary Markets, Secondary Markets, and Niches -- How Target Marketing Affects Promotion -- Knowing Your Fan Base -- Understanding Your Core and Casual Audiences -- Expanding Your Fan Base -- Chapter 5 Marketing Your Music the Traditional Way -- If You Post It, Will They Come? -- This Just In: Good News/Bad News -- Understanding the Marketing Mix -- Understanding Traditional Marketing -- The Mission Statement -- Positioning -- Market Segmentation -- Branding -- Value Proposition -- The Three Ps-Public Relations, Publicity, and Promotion -- Advertising -- Chapter 6 Leveraging Social Marketing Techniques -- The Act of Blogging -- The Dawn (and Dusk) of MySpace -- The Rise of Facebook -- Using Twitter and Tweets -- Visit Us, Follow Us, Join Us -- About LinkedIn -- Using Other Marketing Methods -- And the Winner Is -- Finding a Formula for Foolproof Marketing -- Chapter 7 Music and Merchandising -- Encore: Remember the Target Audience -- Why Merchandising Matters -- Reason Number One: Survival -- Reason Number Two: Promotion -- Reason Number Three: Your Fans -- Chapter 8 The Aesthetics of Developing Merchandise -- Establishing a Look and Feel for Merchandise.

Choosing the Right Colors -- Creating Your Logo -- Using the Tools of the Trade -- Adobe Products -- Digital Cameras -- The Studio, the Green Screen, and the Magician -- Using Contractors for Implementing Graphics -- How to Hire a Graphic Artist -- Types of Merchandise for Musicians (and Their Fans) -- The Ubiquitous, Universal, Undying T-Shirt -- Other Products You Can Create and Sell -- How and Where to Sell Your Merchandise -- Pricing and Promotion -- Learn from the Masters -- Chapter 9 Other Business Considerations of Music Merchandising -- Using Outside Resources -- Professional Merchandisers -- Event Planners -- Getting Permission-and Other Legalities -- Using Stock Photography -- Copyrighting and Trademarking Your Own Material -- Contracts -- Lawyers -- Finances -- Investors -- Chapter 10 Latest Trends in Digital Music -- The Music Biz: The Times Are Changing -- The Forces at Play -- Do You Want Fries with That? -- How Downloading Is Like Owning (Almost) -- How Streaming Is the Same as Access -- How Would You Like to Pay for That? -- A Change in Weather: Clouds in My Coffee -- The Growing Lineup of Online Music Sites -- A Partial List -- Call My Lawyer -- Understanding Your Rights-and Royalties -- You Have the Right to Remain Silent (but Don't) -- Understanding PROs (Performing Rights Organizations) -- Digital Transmissions -- Quick Review and Lessons Learned -- The Future of Copyright -- You Don't Own Me -- SOPA and PIPA -- New Trend or Valid Business Model? Fan Funding -- How Fan Funding Works -- Is Fan Funding for Everyone? -- The One-Stop Digital Shop -- Close-Up: ReverbNation -- TuneCore -- SoundCloud -- One Size Digital Shop Doesn't Fit All -- Chapter 11 A License to Market Your Music (in a Music-Licensing Market) -- The Music Supervisor -- What a Music Supervisor Does -- Why You Should Care about Licensing -- Understanding the Business.

Music-Licensing Websites -- Reaching a Music Supervisor Directly -- Researching Music Needs for Film and Television -- Be True to Your School -- Chapter 12 The Music Library Phenomenon -- A Brief History of Production Music -- Today's Music Library Landscape -- The Major Music Libraries -- The Production Music Association (PMA) -- PMA Member Companies -- Libraries within Libraries -- Understanding the Music of Production Libraries -- Music Genres -- Music Collections or Series -- Licensing Fees and Performance Royalties -- To Title or Retitle, That Is the Question -- Producing Music for Production Libraries -- Submitting Material to a Music Production Library -- Chapter 13 How to Keep Up with "the Change" -- Music News on the Web -- Some of the Key Players -- The Best of the Best: The Dean's List -- Trade Magazines -- Networking -- Industry Conferences and Events -- Share and Share Alike? -- Chapter 14 Learning from the Experience of Others -- The Music Business-Today and Tomorrow -- The Interviews -- Bruce Broughton -- Kari Kimmel -- Nanci M. Walker -- Shawn Clement -- Marco Alpert -- Shawn LeMone -- Jim Aikin -- Randy Wachtler -- Philip G. Antoniades -- Ariel Hyatt -- Richard Bellis -- Amy Houck -- Sarah Gavigan -- Salme Dahlstrom -- Sara Griggs -- Fawn -- Kelli Richards -- Chapter 15 Conclusions, Musings, and Reminders -- Market Conditions -- Music Glut, the Lottery, and American Idol -- There Is No Twelve-Step for This Malady -- What Will You Be Serving? -- A Different Look at the Techno Wars -- Greed Is Good-or Not -- The Race to the Bottom: No One Wins -- Music Industry: Also Guilty as Charged -- What Does All This Have to Do with M3? -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- K -- L -- M -- N -- O -- P -- R -- S -- T -- U -- V -- W -- X -- Y -- Z.