MUSI 3338 Lecture Notes - Lecture 35: Glam Metal, Marketing Myopia, Theodore Levitt
9 May 2018
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Describe Your Company’s Vision
A vision is the “life” and “purpose” of your career. Your vision is your company’s true passion to
the core.
Identifying a clear vision can help you do the following:
● Pursue profitable marketing opportunities without selling your soul
● Maintain personal integrity when making important business decisions
● Build a career in alignment with your principles, values, and belief systems.
● Create a marketing plan with clearly defined short-term goals.
● Communicate more effectively with prospective investors and others.
Without a clear vision to guide you, you’ll appear lost in the marketplace. You’ll also appear
unpredictable - something customers recognize easily and see as a reason to withdraw their
allegiance to you, or never pledge it to you in the first place.
Here’s how to construct your Marketing Plan of Attack:
1. Identifying the Type of Company You Envision Becoming
2. Indicating What Products and Services You’ll Provide
3. Determining Your Most Likely Genre or Style
4. Determining What Level of Success You Wish to Achieve
5. Considering What Kind of Industry You’re In
6. Knowing What You Want to Project onto the Marketplace
7. Writing Your Vision Statement Paragraph
Identifying the Type of Company You Envision Becoming
Questions to ask:
● Am i a band? A solo artist? A producer/artist? Songwriter/composer? Contract employee
or self-employed performer? Can I be all of them?
● I suggest you stick with one, as each role requires separate marketing plans.
A Band - a group of individuals united in the pursuit of a common goal.
Solo Artist and Employer - an exceptional writer or instrumentalist who plays a melodic
instrument, a skilled vocalist who’s blessed with undeniable charisma, or a highly motivated
individual who possesses the desire to lead. You might employ a group of studio and gigging
musicians, and you may even collaborate with skilled songwriters and producers.
Producer/Artist - a talented musician who has recording, beat-making, and songwriting skills.
While the producer/artist might focus on writing and releasing his own product and promoting
his own career, he may also focus on helping other artists with selecting songs to record,
arranging compositions, cowriting or composing complete works, and ensuring that the artist’s
work will sound current in the marketplace for years to come.
Contract Employee/Self-Employed Performer - basically anyone who agrees to work under a
set of conditions, specified by a contract, in a long term or continuing relationship (a talk show
find more resources at oneclass.com
find more resources at oneclass.com
band, concert tour, etc). A self-employed performer, or independent contractor, refers to
basically anyone who makes their services available for hire for shorter-term relationships
(studio work, casuals, etc). The difference is really a matter of how taxes and insurance are
handled and who handles them.
Indicate What Products and Services You’ll Provide
● Bands’ Products/Services - recordings, live concert performances, videos,
merchandise, sponsorships, fan club memberships, and other revenue generators
(acting, modeling, etc.)
● Songwriters’ Products/Services - songs, film scores, and jingles.
● The Products/Services of Producer/Artists - the beats you produce and the
recordings you oversee
● Contract/Self-Employed Musicians’ Products/Services - your work in the studio
sessions, on tour, and in lessons and clinics.
Determine Your Genre or Style
Look at iTunes and others to see how they categorize music for consumer sales, and check out
websites like Allmusic.com to see how they categorize music.
● Rock Styles
○ Alternative
■ Indie
■ Goth
■ Grunge
■ Emo
■ Britpop
○ Hard rock
■ Metal
■ Speed Metal
■ Goregrind
■ Grindgore
■ Black metal
■ Progressive metal
■ Neoclassical metal
■ Hair metal
○ Pop
■ Christian pop
■ Tween pop
○ Soft rock
■ singer/songwriter
■ Contemporary
○ Punk
■ Skate punk
■ Punk-pop
■ New wave
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
A vision is the life and purpose of your career. Your vision is your company"s true passion to the core. Identifying a clear vision can help you do the following: Pursue profitable marketing opportunities without selling your soul. Maintain personal integrity when making important business decisions. Build a career in alignment with your principles, values, and belief systems. Create a marketing plan with clearly defined short-term goals. Communicate more effectively with prospective investors and others. Without a clear vision to guide you, you"ll appear lost in the marketplace. You"ll also appear unpredictable - something customers recognize easily and see as a reason to withdraw their allegiance to you, or never pledge it to you in the first place. Identifying the type of company you envision becoming. I suggest you stick with one, as each role requires separate marketing plans. A band - a group of individuals united in the pursuit of a common goal.
