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Course #/Title: |
MBU 3630.02/RECORD COMPANY OPERATIONS |
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Semester: |
SPRING 2008 |
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Instructor: |
Dr. David Herrera |
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Instructor Contacts: |
(615) 460-6908/herrerad@mail.belmont.edu |
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Instructor Office Hours: |
M 10-12PM & 3-5PM; Wed. 1:30-3:30 & by appointment |
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Course Credit: |
3 Hours |
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Class Location: |
Massey 200B |
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Meeting Time(s): |
T/R 3:30-4:45pm |
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Final Exam: |
Tues. May 6 2PM |
Educational Objectives of the Mike Curb College of Entertainment & Music: 1) To provide a personalized, career-oriented and practical education that emphasizes leadership, innovation, private enterprise and entrepreneurship. 2) To equip students with the tools to think critically, communicate effectively, accept responsibility, make successful decisions, and prosper in diverse work environments. 3) To emphasize quality classroom instruction within the parameters of ethical Christian principles.
Course Description: This course organizes the areas of operations of a record company. Emphasis is placed on areas such as A&R, creative services, promotion, royalty distribution, in-house production, marketing, publicity and other areas in relationship to the independent vs. major label.
Learning Outcomes: This interdisciplinary course is designed to give students the opportunity to work together in a competitive and teamwork environment through the development of project based learned focused on independent artists. By the end of the course, each student will be able to determine the following:
1. Demonstrate an understanding of the component and systemic parts of the structure,
organization and operations of producing, marketing and distributing recorded product in a project based learning environment.
2. Be able to prepare a deal memo around an artist project. The student will understand how the memo relates to the construction of a record contract and the revenue budget process.
3. Analyze and apply the central motivation behind music purchase models within the
organization/purpose of an overall artist development and marketing plan.
4. Calculate typical accounting and business applications needed in the administrative and
accounting procedures of a record company, including retail discounting, markup, artist royalties, artist status, and breakeven in units for company as well as artist.
5. Discuss, compare and report on current issues relating to the traditional marketing/distribution model with evolving digital and environmental/consumer changes relating to both independent and major label groups.
6. Discuss and use the development of professional qualities/time management skills leading to professional excellence in project management, implementation, team excellence and respect for self and other team members.
7. Create opportunities to engage local artists and community partners in community service through engagement of learning activities, as well as developing exposure of local artists to industry leaders through the synergistic application of course content.
Performance Criteria: Students will demonstrate their understanding through class assignments, quizzes, and tests that model the creation, development, manufacturing, and promotion of a recorded product through the implementation of individual and team projects that culminate in the final presentation and paper. Testing will empirically measure the understanding of course concepts and terms. Final project (written and presentation) will demonstrate the synergy of course concepts applicable in a creative application of a hypothetical marketing and developmental plan for an independent artist.
Specific examples of typical assignments for performance measurement include the creation, demonstration, and presentation of the following:
1. The preparation of a deal memo around an artist.
2. A revenue and forecast model applicable to various scenarios.
3. The creation and calculation of a complete major studio production timeline & budget.
4. The design of a limited marketing plan for a chosen artist entailing research and identification of applicable retail, radio, media, web marketing, event/tour coordination, retail exposure/placement, distribution and other non-traditional outlets, including rough budget estimation and timelines for execution to single shipping date.
5. Procedures for estimation of sales forecasts, budgeting with marginal estimation and set-up for complete profit and loss statement for projects.
6. Written report analyzing current issues and comparison of current issues relating to the traditional marketing/distribution model with evolving digital and environmental/consumer changes relating to both independent and major label groups.
7. Misc. Various and miscellaneous operations exercises: TBA
Honor Code: It is the responsibility of each student to abide by the Belmont University Honor Code. “In affirmation of the Belmont University Statement of Values, I pledge that I will not give or receive aid during examinations; I will not give or receive false or impermissible aid in course work, in the preparation of reports, or in any other type of work that is to be used by the instructor as the basis of my grade; I will not engage in any form of academic fraud. Furthermore, I will uphold my responsibility to see to it that others abide by the spirit and letter of this Honor Pledge.”
Accommodation of Disabilities: In compliance with Section 504 of the Rehabilitation Act and the Americans with Disabilities Act, Belmont University will provide reasonable accommodation of all medically documented disabilities. If you have a disability and would like the university to provide reasonable accommodations of the disability during this course, please notify the Office of the Dean of Students located in Beaman Student Life Center (460-6407) as soon as possible.
Course Requirements:
1. Attendance: Attendance is critical during the duration of this course, due to the nature of the individual and group projects incorporated throughout the semester. Each student is expected to attend all of the class meetings for the best possible learning experience. Every lecture will cover material necessary to a thorough understanding of the concepts.
This course follows the attendance policies as stated in the current Belmont University Bulletin. If you miss more than eight classes, you may be involuntarily dropped from the course with a grade of “WF.” Absences are considered excused if the instructor is given prior notice and for reasons such as family emergencies, extremely sick, etc. Additional accepted excuses are official university sanctioned events with an excuse from the Provost’s Office. Attendance will be taken each class period through the use of a class signup sheet.
2. Materials: Record Label Marketing (Hutchison, Macy, Allen – Focal Press) (Required)
The instructor will assign additional readings as necessary. Online downloads and PDF’s are expected to be brought to class on laptop or hardcopy. All additional readings and handouts will be posted on Blackboard as directed by instructor. If PDFs are assigned, students are expected to bring a copy to class.
3. Assignments (35%): Individual and team assignments are designed to demonstrate competence in the understanding, creation and execution of the Performance Criteria. Assignments are due on assigned dates and noted in class handouts, whiteboard or listed on Blackboard. Assignments are expected to be typed and turned in via “hard copy,” and stapled together unless alternative arrangements are made prior to the due date with the instructor. It is your responsibility to print and turn in your assignment. EMAILED ASSIGNMENTS ARE NOT ACCEPTED. All assignments will be returned to the students with comments and grade or will be corrected in class to be turned in for credit. Assignments are due at the beginning of each class period. Points will be deducted for late assignments. After three days, late assignments will no longer be accepted. Students are expected to keep up with all assignment due dates and not being present at the time of a class assignment is not considered an excuse for late completion.
All of the individual and group projects that you will be doing in class are important and should be applied towards the completion of the group paper. Feel free to incorporate the instructor’s suggestions/corrections of the team assignments into the final project. Points will be deducted for projects with missing segments. These same deductions will apply for late team assignments as well as individual assignments.
Group Project (35% total: 20% paper/15% presentation): Students will be placed in assigned teams. The team will engage in a variety of exercises throughout the course of the semester that are designed to take the students through a simulation of the record company experience. The final project will include and incorporate an overall artist development plan. Elements will include a project proposal, overall budget, marketing, promotional and publicity activities and a digital distribution plan at the minimum. Your final project will be presented to industry professionals as available. Final project is to be delivered in a hard copy format, along with a demo artist CD. More details will be presented on the group project during the course of the class.
Group Presentation (15%): Each group will give an in-class presentation that outlines the strategies and work that the group undertook in order to put an overall record company plan around the artist. The presentation should also include an honest assessment of challenges involved in each project. Presentations will take place the final week of class.
Class Participation/Peer evaluation (10%): While class presentation is not an “assignment,” it is a very important element of your grade in that it accounts for 5% of your overall grade. Your attendance, participation and team evaluation are combined at the instructor’s discretion across the class. It is recommended that each student come prepared to discuss the various class topics for the day. The class participation grade is composed of several different elements, including regular class attendance, participation in class, etc. Peer Evaluation: Additionally, there will be a confidential team evaluation given at class mid-point and upon final project completion. The combined average contribution score (0 - 100%) will be applied to the individual part of your team grade. The Peer Evaluation will rate participation, meeting team deadlines, overall cooperation, work quality and amount of contribution. These two assessments will reflect 5% of each student’s overall grade.
4. Testing (20%): There will be two exams given during the course of the semester. Check course outline for dates, however, instructor reserves the right to move dates as needed. All exams will take place during class and material will be taken from a variety of sources, including assigned readings, discussions, assigned and all other materials presented. Exams may note be “made up” if absent, unless it is excused through an official university function. Exams will consist of a variety of question types, including multiple choice, true/false, short answer, matching, or essay questions at the discretion of the instructor. Exam grades are final and are graded on a traditional scale of 0 to 100%.
Instructor reserves the right to make changes or add/delete assignments in the syllabus as needed.
5. Basis of grade evaluation:
Grading Scale:
(97–100) = A+ (87-89) = B+ (77-79) = C+ (67-69) = D+
(93– 96) = A (83-86) = B (73-76) = C (63-66) = D
(92–90) = A- (80-82) = B- (70-72) = C- (60-62) = D-
Grading:
Class Participation 5%
Exam 1 15%
Assignments – Individual/Group 30%
Current Trends Paper 10%
Group Project 20%
Group Presentation 10%
Peer Evaluation 5%
Final Exam: 5%
Final Grade 100%
6. Class Schedule: (Subject to change at instructor’s discretion)
Week Date Topics Reading assignment
1 1/10 Class Introduction Chapter 3
2 1/15 Recording Industry Overview Chapter 20
1/17 Record Label Overview Chapter 4
3 1/22 A&R Process Handouts
1/24 A&R Process
4 1/29 Business Affairs Handouts
1/31 Business Affairs Handouts/Assignment #1 due
5 2/5 A&R Administration Chapter 5
2/7 A&R Administration Handouts/Assignment #2 due
6 2/12 A&R Administration
2/14 Production Handouts
7 2/19 Creative Services Assignment #3 due
2/21 Wilco Case Study
8 2/26 Wilco Case Study
2/28 Exam 1
9 3/4 Sales/Distribution Chapters 6, 11, 12
3/6 Sales/Distribution
10 3/11 Budgeting/Royalties Chapter 5/Assignment #4 due
3/13 Budgeting/Royalties Individual Paper due
11 3/18 Class Speaker Chapter 19
3/20 NO CLASS – EASTER BREAK
12 3/24-26 NO CLASS – SPRING BREAK
13 4/1 Marketing/Artist Development Chapters 1, 2, 10
4/3 Marketing/Artist Development Chapters 13-15, 21, 22/Assignment #5
14 4/8 Tour support/Sponsorships Chapter 17
4/10 Radio Chapters 7, 8/Assignment #6 due
15 4/15 Radio Chapter 19
4/17 Publicity Chapter 9/Assignment #7 due
16 4/22 Class Presentations Outline or Preliminary final project due
4/24 Class Presentations
17 4/29 Final Presentations/Last Day/TBA Group Project due