More information and the video of the presentation here: http://www.tommydarker.com/midem2014/#musicpreneur

1. Streaming
Subscriptions
YouTube
Brands

5. Context
Musicians don’t make a living
out of their art.
The music ecosystem doesn’t work like it used
to and musicians don’t have business skills.

6. Context
past
present
2014
future

7. Context
past
present
2014
future
5-10 years

8. Future – in 5-10 years
Musicians will essentially be
their own labels.
They will manage their own teams of people and will
have a proper business structure.

9. Context
past
present
2008
2014
future
5-10 years

10. Context
"I think there is a new business
here, that might even be more
perfect than the last one.
Future: Musicians will
essentially be their own labels.
And you need different skills, but
someone is going to win big in
this business.”
They will manage their own teams of people and will
have a proper business structure.
2008, Seth Godin

11. Past - 2008
“This is the greatest moment in
the history of music!”

12. Context
- 'Are you aiming to get signed?’
- 'Why get signed? So I can sell
Future: Musiciansmusic
will
my music in the biggest
essentiallythe world? But I can
stores in be their own labels.
already do that on iTunes!’
They will manage their own teams of people and will
Musician, 2008
have a proper business structure.

13. Context
D2F system is not strong enough YET
to replace the old system of business
channels and infrastructure.
Tools are not panacea, you need to have a
business structure and the right mentality.

14. Context
#Musicpreneur:
An independent, polymath
musician who takes care of both
their artistic and entrepreneurial
aspect of their music career.

15. Why Musicpreneurs?
- No interest in day job.
- Pursue crazy ideas.
- Value that needs to be
streamlined into business.

16. Musicpreneurs & Startups
#1. MVP (Minimum Viable
Product), Prototyping
Don’t think about the perfect product.

17. Musicpreneurs & Startups
The product is the creative process
and the experience, not the end
consumer product.

18. Musicpreneurs & Startups
#2. Funding
Bootstrap your ideas. Funding is needed to
scale up.

19. Musicpreneurs & Startups
Money is a multiplier, not the
foundation. Money is used to bring
money.

20. Musicpreneurs & Startups
#3. Definition of a startup
Ask why, test fast, keep expenses low, before
you call everyone to pay attention.

21. Context
“A startup is an organization
Future: Musicians will
formed to search for a repeatable
essentially bebusiness model.”
and scalable their own labels.
- Steve Blank
They will manage their own teams of people and will
have a proper business structure.

22. Musicpreneurs & Startups
Startups have limited resources.
They can humanise. They can be
authentic.

23. Musicpreneurs & Startups
#4. Far from perfect
Write down 10 reasons you'll fail, find ways
to tackle them.

24. Musicpreneurs & Startups
No matter what you got planned,
once you get out in the real world,
it's all gonna change.

25. Musicpreneurs & Startups
#5. Business model
Turn assumptions into facts by doing.

26. Context
“A business model describes how
Future: Musicians will
your company creates, delivers
essentially bevalue.” own labels.
and captures their
- Steve Blank
They will manage their own teams of people and will
have a proper business structure.

27. Musicpreneurs & Startups
Without a stream of income, a new
musician will never become a
great musician.

28. Context
“When we create, our action must
beFuture: Musicians will
impervious to value judgement.
essentiallycreate for the sole
We must be their own labels.
purpose of creating.”
They will manage their own teams of people and will
- Ghoslain Poirier
have a proper business structure.

29. What needs to go
- The concept of 'starving artist’
- The mutual suspicion between art
and business
- The notion that entrepreneurship =
moneymaking
- The DIAY attitude.

30. Success as a Musicpreneur
#1. Focus on a specific goal and
vision.
It will refine what art means to you, who you
are and why you’re different.

31. Context
“If you don’t know where you’re
Future: Musicians will
going, any road will get you
essentially be their own labels.
there.”
- Lewis Carroll
They will manage their own teams of people and will
have a proper business structure.

32. Success as a Musicpreneur
#2. Communicate your vision.
The greatness of what you do needs to be
‘translated’ for other people to understand.

33. Success as a Musicpreneur
The quality and nature of one’s vision is
appraised according to the perception
created by the context, the
consistency and the progress of the
visible bit of the vision.

34. Success as a Musicpreneur
#3. Persistence.
Nobody owes you a living and you need to
go after it. With persistence.

35. Success as a Musicpreneur
#4. It’s just tools, stupid.
Investing in bodies of knowledge indirectly
connected with the music industry is the key.

36. Context
“If they give you a hammer and
Future: Musicians will
you don’t know how to use it, you
essentially be their own labels.
will break your finger.”
- Common sense
They will manage their own teams of people and will
have a proper business structure.

37. Success as a Musicpreneur
#5. Business model.
Organize, offer value, make profit.

38. Day
Success as a Musicpreneur
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
What value do we deliver to the customer?
Which one of our customer’s problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
For whom are we creating value?
Who are our most important customers?
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
#5. Business model.
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
Organize, offer value, make profit.
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
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Month
No.
Year

39. Success as a Musicpreneur
#6. Money to scale up.
Bootstrapping in the real world first, then
scaling up.

40. Kay Darens
@Schooldrivers
kaydarens@gmail.com

41. Turan
@discoverTuran
turanwebb@me.com

42. Musicpreneur and music economy
#1. Business opportunities that will
attract investors.

43. Musicpreneur and music economy
#2. Labels will offer the means for
successful Musicpreneurs to scale
up.

44. Musicpreneur and music economy
#3. Employment positions, boost of
economy.

45. Musicpreneur and music economy
#4. Musicpreneurship will be
something you measure.

46. Musicpreneur and music economy
#5. Platforms will connect people
around music, free will be
profitable.

47. Context
"A musician who is just a musician
Future: Musicians will
can never become a good
essentially be their own labels.
musician”
(paraphrasing Vernon L. Smith, Nobelist
They will manage their own teams of people and will
in 2002, Economics)
have a proper business structure.

49. Thank you. Let’s talk!
www.TommyDarker.com