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Course #/Title: |
MBU 3630.01/ RECORD COMPANY OPERATIONS |
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Course Credit Hours: |
3 Hours |
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Semester: |
SPRING 2009 |
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Instructor: |
Sarita Stewart, B.S. Business Administration; MBA |
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Instructor Contacts: |
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Instructor Office Hours: |
Office: Massey 247; M 12 pm – 2 pm, 5 pm – 6 pm; T 10 am – 12 pm; W 11 am – 2 pm; by appointment |
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Class Location: |
Massey 200B |
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Meeting Times: |
T/R 2 pm – 3:15 pm |
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Final Exam: |
Thursday, May 7, 2009 |
Course Description: MBU 3630. Record Company Operations (3). Prerequisites: MBU 3450, MBU 3520. 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. Gen. Ed. Designation: EL (I – Internships, Clinicals, Practica). (http://www.belmont.edu/catalog/undergrad2008jun/cemb/courses.html)
Course Outcomes: At the end of this course, the student will be able to analyze and apply the operational elements needed to forecast, budget, develop, market and distribute recorded product within traditional and emerging new models.
Performance Tasks: At the end of this course, the student will be able to:
1. Identify and define the component and systemic parts of the structure, organization and operations of both traditional and evolving digital models with reference and comparison to input-output value chains.
2. Diagram, contrast and explain comparisons between online and traditional models for producing, marketing and distribution of recorded content.
3. Analyze and modify the agreements, licenses and calculations necessary for the operations of both the traditional and evolving model of recorded product business operations.
4. Analyze and integrate a marketing segmentation analysis as part of an artist development and marketing plan.
5. 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.
6. Discuss, compare, analyze and report on current issues relating to the traditional marketing and distribution model against the evolving digital and environmental/consumer changes relating to both independent and major label groups.
7. 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.
8. Work directly with local artists and community partners through engagement of learning activities, as well as developing exposure of local artists through the synergistic application of course content.
Assessment Tools: During this course, outcomes mastery will be evaluated by:
1. Short quizzes consisting of short answer, diagramming, multiple choice and excel calculations.
2. The preparation and submission of representative documents, licenses, marketing plans, and agreements.
3. Class presentation of class assignments and projects.
Testing & Assignments:
Testing (15%): There will be two quizzes and one final exam given during the course of the semester. Quizzes will take place online and material will be taken from a variety of sources, including assigned readings, discussions, assigned and all other materials presented. Quizzes may not be “made up” if absent, unless it is excused through an official university function. Quizzes 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. Quiz grades are final and are graded on a traditional scale of 0 to 100%. All quizzes are weighted at 5% each, for a total of 10% of the student’s overall class grade.
There will be an in-class final on Thursday, May 7 at 2 pm. Exam is final and will be graded on a traditional scale of 0 to 100%. This exam represents 5% of the overall class grade.
Assignments (40%): All assignments are due on the assigned dates given in class and listed on Blackboard. Assignments are due at the start of the class period unless alternative arrangements are made with the instructor. Assignments are expected to be typed and turned in via “hard copy.” It is your responsibility to print, staple and turn in your assignment. NO EMAILS WILL BE 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. Late assignments will not be accepted after three days. 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. No assignments will be accepted after the final course grade has been turned into the registrar unless previous arrangements are made with the instructor.
All of the individual and group projects given out in class are important. Points will be deducted for late papers, papers with missing segments and handwritten papers. These same guidelines apply for both individual and group assignments. Papers are expected to be typed and in a format that represents your best work. Assignments as follows:
1. The preparation of an artist deal memo based on traditional record contract obligations. (10%)
2. The preparation of a revenue and forecast model (breakeven analysis) applicable to various scenarios. (5%)
3. The creation and calculation of a complete major studio production timeline & budget. (5%)
4. The design of an artist tour strategy plan that incorporates publicity activities, events and distribution outlets including rough budget estimation and timelines. (10%)
5. Miscellaneous operations exercises and calculations, including Licensing (5%) and Royalties (5%).
Trends Analysis (10%) – One of the more influential music business blogs is the Lefsetz Report which discusses current industry trends. Students are expected to keep up in the reading of the blogs through the use of class discussions, as well as five short individual topic papers throughout the course of the semester. All written papers submitted in term of this assignment will be through Blackboard.
Group Project (20%): Our class will be working together to help present a Wynonna Judd concert and CD Release Party on Monday, February 9. Students will be working on one of six different teams during the course of this project, and will turn in a paper regarding the development and execution of marketing and promotion goals. More details will be delivered during our first class meeting and during the first part of the semester.
Group Presentation (10%): Each group will give an in-class presentation that outlines their strategy and though behind a new business marketing and monetization model. Presentations will take place the final week of class. More details to follow during the course of class.
Class Participation (5%): While class presentation is not an “assignment,” it is a very important element of your grade in that it accounts for 5% of the student’s overall grade. It is recommended that each student come prepared to discuss the various class topics for the day. At the instructor’s discretion, there may be a confidential team evaluation given upon final project completion. The combined average team contribution score (0 – 100%) may be applied to the individual part of your team grade as well as the peer evaluation/participation percentage (5%). If used, the Peer Evaluation will rate participation, meeting team deadlines, overall cooperation, work quality and amount of contribution. These assessments will reflect 5% of each student’s overall grade.
Instructor reserves the right to make changes or add/delete assignments in the syllabus as needed.
Grading:
Peer Evaluation/Class Participation 5%
Quizzes (5% each) 10%
Assignments 40%
Trend Analysis 10%
Group Presentation 10%
Group Project Summary 20%
Final Exam: 5%
Final Grade 100%
COURSE & CLASSROOM POLICIES:
Attendance & Participation:
Class attendance follows university policy as stated in the current Undergraduate Bulletin. Class participation is expected, including outside classroom activities; attendance and absence will be noted. 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 for reasons such as family emergencies, illness or other legitimate causes. 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.
Attendance is critical during the duration of this course, due to the nature of the class assignments 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.
Materials:
Materials: Indie Marketing Power 2 (Peter Spellman, Music Business Solutions) (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.
Grade Evaluation: As per CEMB policy, the grade assignment scale for this course is:
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Grade |
Percent (GPA) |
Grade |
Percent (GPA) |
Final grades below 70% will not apply to the major. |
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A |
94 (4.0) |
C |
74 (2.0) |
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A- |
90 (3.7) |
C- |
70 (1.7) |
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B+ |
87 (3.3) |
D+ |
67 |
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B |
84 (3.0) |
D |
64 |
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B- |
80 (2.7) |
D- |
60 |
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C+ |
77 (2.3) |
F |
<60 |
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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.
Class Schedule: (Subject to change at instructor’s discretion)
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Week |
Date |
Topics |
Reading Assignment |
Assignments Due |
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1 |
1/15/09 |
Class Introduction |
Chapter 1 |
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2 |
1/20/09 |
Record Label Overview |
Handouts |
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1/22/09 |
Marketing/Artist Development |
Chapters 2,3-5, 14 |
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3 |
1/27/09 |
Social-Community Marketing |
Chapters 6,16 |
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1/29/09 |
Traditional Publicity/Web PR |
Chapter 13 |
Lefsetz #1 |
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4 |
2/3/09 |
Radio/Internet Radio/Blogs |
Chapter 10 |
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2/5/09 |
Case Study |
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5 |
2/9/09 |
Wynonna Insiders View/Concert |
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2/10/09 |
Bus. Affairs/Contracts/Deals |
Handouts |
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2/12/09 |
Business Affairs/Contracts |
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Lefsetz #2 |
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6 |
2/17/09 |
Producer/Pre-Post Production |
Chapter 8 |
Group Paper due |
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2/19/09 |
A&R Process |
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7 |
2/24/09 |
A&R Admin./Union |
Handouts |
Deal Memo #1 |
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2/26/09 |
A&R Admin./Union |
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8 |
3/3/09 |
Licensing/Master Use |
Chapters 11, 12 |
Lefsetz #3 |
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3/5/09 |
Licensing/Master Use |
Studio Budget #2 |
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9 |
3/10/09 |
NO CLASS- SPRING BREAK |
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3/12/09 |
NO CLASS- SPRING BREAK |
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10 |
3/17/09 |
Sales/Distribution |
Chapter 9 |
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3/19/09 |
Sales/Distribution |
Licensing #3 |
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11 |
3/24/09 |
Digital Distribution/Portals |
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3/26/09 |
Class Speaker |
Royalty #4 |
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12 |
3/31/09 |
Budgeting/Royalties |
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4/2/09 |
Budgeting/Royalties |
Lefsetz #4 |
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13 |
4/7/09 |
Budgeting/Royalties-Digital |
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4/9/09 |
NO CLASS- EASTER BREAK |
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14 |
4/14/09 |
Endorsements/Sponsorship Chapter 15 |
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4/16/09 |
Touring/Live Performance |
Chapter 7 |
Budget #5 |
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15 |
4/21/09 |
Creative Services/Formats |
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Lefsetz #5 |
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4/23/09 |
Creative Services/Formats |
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Touring Strategy #6 |
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16 |
4/28/09 |
Class Presentations |
Handouts |
Outlines due |
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4/30/09 |
Class Presentations |
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Outlines due |
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17 |
5/5/09 |
Last Day of Class |
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