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Music Business Tutorial

Music Marketing for the DIY Musician: Creating & Executing a Plan of Attack on a Low Budget

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29 Videos | Length: 2hr 29min 19sec
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Chapter 1 : Introduction

  • image description 2:07

    Introduction

    Welcome to Bobby Borg's Music Marketing for the DIY Musician. In this video, Bobby gives you an outline of his entire course and tells you everything you'll need to know to get the most out of it.

  • image description 3:18

    What Is Marketing?

    In this video, Bobby takes you through the term marketing and all the steps involved in successfully marketing your product.

  • image description 5:29

    Why DIY?

    In this video, Bobby breaks down the 'Do It Yourself' process and how you can use it to help yourself. After all, it's in the title of this course!

Chapter 2 : Chapter 1 - Market Research and Goal Setting

  • image description 0:57

    Research and Goal Setting—Chapter Introduction

    'Research and Goal Setting' is the first official chapter in Bobby Borg's Music Marketing for the DIY Musician. This is the first part of putting together your own complete marketing plan of attack.

  • image description 5:15

    Vision

    When you know where it is you want to go, it is easier to map out the directions to get there. In this video you'll learn how to write your own vision paragraph. This is the first step in 'Research and Goal Setting'.

  • image description 5:06

    SWOT Analysis

    Strengths. Weaknesses. Opportunities. Threats. Combined they are your SWOT Analysis. This is the next step in 'Research and Goal Setting'.

  • image description 5:34

    Customer Analysis

    Without knowing who your customers are, there is no way for you to market to them. This is the third and a crucial step in 'Research and Goal Setting'.

  • image description 3:54

    Competitor Analysis

    Nobody wants to lose business to someone else. It's important to know who your competitors are and how you have to beat them. This is the next step in 'Research and Goal Setting'.

  • image description 5:32

    Testing and Feedback

    Hope is not a strategy. Without testing the waters and getting the feedback from others, you'll never truly be great. This is the next step in 'Research and Goal Setting'.

  • image description 4:27

    Deciding on Your Goals, The SMART Model

    You don't go from playing in your room to selling out Madison Square Garden. The journey is filled with steps, and goal setting is a way to make that journey achievable. This is the final step in 'Research and Goal Setting'.

Chapter 3 : Chapter 2 - Branding and Product Development

  • image description 1:04

    Strategy—Chapter Introduction

    'Strategy' is the second chapter in Bobby Borg's Music Marketing for the DIY Musician. You need to think smart when putting together your own complete marketing plan of attack.

  • image description 9:33

    Company Branding

    Branding a company and branding a product are two different things. Learn the differences and what makes up a company's brand. This is the first lesson in 'Strategy.'

  • image description 7:31

    Product Branding

    Branding a company and branding a product are two different things. Learn the differences and what makes up a product's brand. This is the second lesson in 'Strategy'.

  • image description 6:26

    Product Development

    You've created a brand for both your company and your product. Now it's time to make it a reality. This is the final lesson in 'Strategy'.

Chapter 4 : Chapter 3 - Pricing and Distributing

  • image description 6:47

    Price

    It's what anyone finds out when buying a product. It's important to price correctly both to your product and the customer. Learn everything about 'Price' in this video.

  • image description 7:46

    Placement

    Where are all your products going to go? Who is going to be buying, licensing, and distributing them? Learn everything about 'Placement' in this video.

Chapter 5 : Chapter 4 - Promoting

  • image description 2:54

    Promotion—Chapter Introduction

    'Promotion' is the fourth chapter in Bobby Borg's Music Marketing for the DIY Musician. You need to let everyone know what you're doing as a part of your own complete marketing plan of attack.

  • image description 7:30

    Publicity and Advertising

    Whether it's your social media news feed, a billboard, or a magazine, ads are everywhere. You can earn them or pay for them. Learn the differences in the first part of 'Promotion.'

  • image description 7:23

    Internet

    It can be your best friend or your worst enemy. The Internet requires its own strategies. Learn what they are in the second part of 'Promotion'.

  • image description 4:34

    Word of Mouth Marketing and Guerrilla Street Marketing

    You take the recommendations of your friends more seriously than you do an advertisement. Learn how to be the most effective with word of mouth and what a street team can do for you in this part of 'Promotion'.

  • image description 5:41

    Sponsorships and Radio Promotion

    Getting your song on the radio can be one of the most powerful tools for you. Learn the ins and outs of sponsorship and getting your music on the radio in this part of 'Promotion'.

  • image description 6:04

    Direct Marketing and Sales Promotions

    How do you get directly to your fans and/or consumers? Which ways are better than others? Bobby will give you the answers in this last part of 'Promotion'.

Chapter 6 : Chapter 5 - Measuring, Assembling, and Executing

  • image description 1:53

    Assembling, Executing, and Measuring—Chapter Introduction

    'Assembling, Executing, and Measuring' is the fifth chapter in Bobby Borg's Music Marketing for the DIY Musician. How are you going to put things together; how are you going to do them; and how are you going to measure your results? All in part of your own complete marketing plan of attack.

  • image description 5:45

    Measuring

    'Half the money I spend on advertising is wasted; the trouble is, I don't know which half' — John Wanamaker. Learn how to give yourself an edge in the first part of 'Assembling, Executing, and Measuring.'

  • image description 6:36

    Executive Summaries, Budgets, Schedules, and More

    What is an executive summary? Go watch Shark Tank. How do I create a successful budget and the most efficient schedule? Watch the second part of 'Assembling, Executing, and Measuring.'

  • image description 6:13

    Execution Part 1: Funding Your Projects

    If you don't have gas in your car, you're not going to get very far. Not everyone has the ability to reach into their pockets and fund their projects and dreams. Learn the other ways to fund your projects in this three-part mini-series of 'Assembling, Executing, and Measuring'.

  • image description 5:43

    Execution Part 2: Proactivity, Choosing Partners, and Delegating the Workload

    Taking the bull by the horns, grabbing charge of your career, and making things happen is one way to move forward. Another way is to choose the best partner or band members, and make sure no one works more than the other in this three-part mini-series of 'Assembling, Executing, and Measuring'.

  • image description 5:50

    Execution Part 3: Going the Long Haul and Learning More About Marketing

    Don't look for deals; look for the right deals. Not everyone has your best interest, and you need to learn how to avoid the land mines. Learn what to look for in this last part of Executing and the final video in 'Assembling, Executing, and Measuring'.

Chapter 7 : Conclusion

  • image description 2:27

    Final Words: Where and How to Learn More

    Congratulations, you made it through the entire course! You now have the blueprint to create your own customized and highly effective marketing plan of attack. Put these strategies into practice, and 'whatever you do, make sure you do it really well.'

Product Overview


Welcome to "Music Marketing for the DIY Musician", presented by professional artist, author, and educator Bobby Borg. Based on the author’s popular book, this university-level Marketing 101 crash course is for anyone who wants to understand the fundamentals of marketing.

Intended for creative, smart forward thinkers who understand the importance of planning one’s career from the ground floor up, this series will help you find a truly unique position in the marketplace that will set you apart from the masses.

How does this course work? First, in the videos, Bobby concisely explores and explains basic marketing concepts, outlining exercises that allow you to create the strong foundation necessary for building a successful, long-term career.

Topics covered include writing a vision statement, analyzing your customers, sizing up the competition, creating S.M.A.R.T. goals, and strategizing for success (with intelligent branding, product, price, place, and measurement practices), among many others.

Make no mistake: Music Marketing for the DIY Musician does not claim to be the last word in music marketing. It is, however, a perfect introduction to the field with a track record of transforming aspiring musicians from passionate hobbyists into well-informed, compensated professionals. Get your career going today!

Click here to purchase the companion book: print | ebook


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OffTheGridStudio
Submitted 3 months ago

Eye opener!

So many insights and observations to do on my audio career and life itself, let's get serious finally. Videos run flawlessly and are smartfully organized, and bring that inspiring touch I need, thank you SO much!


Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

MauroSousa
Submitted 2 years ago

Very positive and clarifying

Bobby sinthesized very well the steps i had to make. I started to put into practice and it totally changed my approach and my results. And it's only the beginning!!


Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

henrykbehr
Submitted 3 years ago

Some good info

Not so excited about this video, although there is undoubtedly some good common sense info here, it's the over cliched although ultra popular big goal setting and tying yourself down to yearly plans that spoiled it for me.

I am a: Hobbyist, Musician, Logic Pro


Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

Hamilton 1
Submitted 3 years ago

Vital Info

I actually searched around for similar courses and this by far has been the most informative, thought provoking. In today's independent music world it is critical to have at least a basic knowledge of this info, otherwise if folks ain't buying what you're selling, you've got a hobby!! Thanks Bobby for sharing wisdom

I am a: Musician, Producer, Audio Engineer, Mastering Facility, Studio One


Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

Perum Permata Regency 2
Submitted 3 years ago

Recommended!!!

This is so helpful w my current situation having a big dream but dont know how to set the first step. So much help to build mind set, i already try apply the advice n gradually see the result. BoBorg is amazing guy thanks a lot . Hoping Groove3 can added more on music business courses

I am a: Student, Semi-Pro, Musician, Producer, Beat Maker, Ableton Live, Logic Pro


Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

Singer/Songwriter
Submitted 3 years ago

Clear and helpful!

This program is informative, easy to understand, and motivating. Thank you for all the tips for success in the industry!


Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

Tyler
Submitted 3 years ago

GREAT!

Thank you! These videos are very helpful and answered a lot of the questions I had!

I am a: Student, Musician


Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

Piper
Submitted 3 years ago

Structured

Nice lay out of steps, the organization is the thing I like about this video . 80% I already knew.

I am a: Hobbyist, Semi-Pro, Musician, Producer, Beat Maker, Audio Engineer, Sound Designer, Ableton Live, Logic Pro, Pro Tools, Reason, Reaper


Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

SongWriterProducer
Submitted 3 years ago

Outstanding!

Thank you for this! It was outstanding and well worth the time. Well done! Highly recommended.

I am a: Professional, Producer, Ableton Live


Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

EricBaragar
Submitted 3 years ago

A great overview of the business side of the music business.

A great presentation at the right time. Our band is releasing a series of EPs this year. Great timing.

I am a: Professional, Musician, Audio Engineer, Logic Pro, Pro Tools


Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

OffTheGridStudio
Submitted 3 months ago

Eye opener!

So many insights and observations to do on my audio career and life itself, let's get serious finally. Videos run flawlessly and are smartfully organized, and bring that inspiring touch I need, thank you SO much!

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

MauroSousa
Submitted 2 years ago

Very positive and clarifying

Bobby sinthesized very well the steps i had to make. I started to put into practice and it totally changed my approach and my results. And it's only the beginning!!

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

henrykbehr
Submitted 3 years ago

Some good info

Not so excited about this video, although there is undoubtedly some good common sense info here, it's the over cliched although ultra popular big goal setting and tying yourself down to yearly plans that spoiled it for me.

I am a: Hobbyist, Musician, Logic Pro

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

Hamilton 1
Submitted 3 years ago

Vital Info

I actually searched around for similar courses and this by far has been the most informative, thought provoking. In today's independent music world it is critical to have at least a basic knowledge of this info, otherwise if folks ain't buying what you're selling, you've got a hobby!! Thanks Bobby for sharing wisdom

I am a: Musician, Producer, Audio Engineer, Mastering Facility, Studio One

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

Perum Permata Regency 2
Submitted 3 years ago

Recommended!!!

This is so helpful w my current situation having a big dream but dont know how to set the first step. So much help to build mind set, i already try apply the advice n gradually see the result. BoBorg is amazing guy thanks a lot . Hoping Groove3 can added more on music business courses

I am a: Student, Semi-Pro, Musician, Producer, Beat Maker, Ableton Live, Logic Pro

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

Singer/Songwriter
Submitted 3 years ago

Clear and helpful!

This program is informative, easy to understand, and motivating. Thank you for all the tips for success in the industry!

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

Tyler
Submitted 3 years ago

GREAT!

Thank you! These videos are very helpful and answered a lot of the questions I had!

I am a: Student, Musician

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

Piper
Submitted 3 years ago

Structured

Nice lay out of steps, the organization is the thing I like about this video . 80% I already knew.

I am a: Hobbyist, Semi-Pro, Musician, Producer, Beat Maker, Audio Engineer, Sound Designer, Ableton Live, Logic Pro, Pro Tools, Reason, Reaper

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

SongWriterProducer
Submitted 3 years ago

Outstanding!

Thank you for this! It was outstanding and well worth the time. Well done! Highly recommended.

I am a: Professional, Producer, Ableton Live

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

EricBaragar
Submitted 3 years ago

A great overview of the business side of the music business.

A great presentation at the right time. Our band is releasing a series of EPs this year. Great timing.

I am a: Professional, Musician, Audio Engineer, Logic Pro, Pro Tools

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

BOBBY BORG is a former major label, independent, and DIY recording/touring artist. He served as the VP of Special Events for the Los Angeles chapter of the American Marketing Association and as Chairman of Music Business at Musician’s Institute in Hollywood, California. A recipient of UCLA Extension’s Distinguished Instructor of the Year Award, Borg teaches DIY music marketing both online and on campus, and he speaks regularly at Berklee College of Music and other distinguished schools worldwide. Borg is the author of Music Marketing for the DIY Musician, Business Basics for Musicians, and over 1,000 magazine and blog articles. He is the founder of Bobby Borg Consulting, where he assists rising music professionals globally. He lives in Los Angeles. His website is www.bobbyborg.com.

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Music Marketing for the DIY Musician: Creating & Executing a Plan of Attack on a Low Budget is rated 4.6 out of 5 by 20 .
Rated 5.0 out of 5 by from Eye opener! So many insights and observations to do on my audio career and life itself, let's get serious finally. Videos run flawlessly and are smartfully organized, and bring that inspiring touch I need, thank you SO much!
Date published: 2020-08-09
Rated 5.0 out of 5 by from Very positive and clarifying Bobby sinthesized very well the steps i had to make. I started to put into practice and it totally changed my approach and my results. And it's only the beginning!!
Date published: 2019-02-07
Rated 2.5 out of 5 by from Some good info Not so excited about this video, although there is undoubtedly some good common sense info here, it's the over cliched although ultra popular big goal setting and tying yourself down to yearly plans that spoiled it for me.
Date published: 2018-03-24
Rated 5.0 out of 5 by from Vital Info I actually searched around for similar courses and this by far has been the most informative, thought provoking. In today's independent music world it is critical to have at least a basic knowledge of this info, otherwise if folks ain't buying what you're selling, you've got a hobby!! Thanks Bobby for sharing wisdom
Date published: 2018-01-21
Rated 5.0 out of 5 by from Recommended!!! This is so helpful w my current situation having a big dream but dont know how to set the first step. So much help to build mind set, i already try apply the advice n gradually see the result. BoBorg is amazing guy thanks a lot . Hoping Groove3 can added more on music business courses
Date published: 2017-11-12
Rated 5.0 out of 5 by from Clear and helpful! This program is informative, easy to understand, and motivating. Thank you for all the tips for success in the industry!
Date published: 2017-11-05
Rated 5.0 out of 5 by from GREAT! Thank you! These videos are very helpful and answered a lot of the questions I had!
Date published: 2017-09-05
Rated 4.5 out of 5 by from Structured Nice lay out of steps, the organization is the thing I like about this video . 80% I already knew.
Date published: 2017-07-31
Rated 5.0 out of 5 by from Outstanding! Thank you for this! It was outstanding and well worth the time. Well done! Highly recommended.
Date published: 2017-07-25
Rated 4.5 out of 5 by from A great overview of the business side of the music business. A great presentation at the right time. Our band is releasing a series of EPs this year. Great timing.
Date published: 2017-07-24
Rated 4.5 out of 5 by from Great series! This is a realistic approach of main ideas any artist is going to face sooner or later to further their career, I have taken Bobby's classes in the past and happy to see this video series covering great aspects with simple examples to get the point across.
Date published: 2017-07-19
Rated 0.5 out of 5 by from The worst video tutorial ever ! The guy simply try to sell his book. Nothing informative in this video. It is only a waist of time. Seriously groove3 !
Date published: 2017-07-19
Rated 5.0 out of 5 by from Great explanation for professional musicians Bobby Borg manages to communicate complex and important information in a way that is easily understandable and practical for DIY musicians. In my opinion, his material is very well organized and he breaks everything down and finds the most important information that he explains in a way that makes it seem a lot less complicated than it actually is. Thank you for putting so much work and efforts into your videos and course material! It's truly amazing!
Date published: 2017-07-19
Rated 5.0 out of 5 by from Must-see!! Amazing!! These videos contain all the essential information and all the key elements about marketing. Watch them and you will be ready to set up your professional project and achieve your goals! Very interesting and very helpful for the people who want to conceive a plan in order to build efficiently their business - and make it work (especially in the music industry: musician, producer, publisher, etc...)
Date published: 2017-07-19
Rated 5.0 out of 5 by from Amazing Lectures! I have never taken a class in marketing before, and for someone wanting to pursue a career in the music business, this class really helped me understanding the basics of music marketing. I am confident that this information will help me in my career. Thanks Bobby!
Date published: 2017-07-19
Rated 5.0 out of 5 by from good lesson, good lesson, much needed. it was relevant.
Date published: 2017-07-19
Rated 5.0 out of 5 by from Kept my attention The first two intro videos kept my attention because Bobby uses simple visuals while he's talking. They were simple but they also helped me to better understand the breakdown of what marketing really is. I prefer the direct classroom experience but this is the closest thing to being there!
Date published: 2017-07-19
Rated 5.0 out of 5 by from FANTASTIC series! Highly Recommended. Grab a notepad and a pen, there is a great wealth of practical techniques and tactics here that you can begin using right away. Bobby teaches from a position of experience; he's been there. He knows this experience what actually works. You get to benefit from his years as a musician, teacher and author (He's written two of my favorite - must read - books on Music Marketing: "Music Marketing For The DIY Musician," and "Business Basics For Musicians").
Date published: 2017-07-19
Rated 4.5 out of 5 by from Most important knowledge in a compact and accessible form It's an honor to be the first to review this course - informative, visual, easy to understand, full of real life examples. Although, I already knew a lot of concepts since I'd been studying marketing and branding. But this course has given me a fresh view on those things, making them more ordered and practical. I believe that it's perfect for those who learn music marketing from scratch. It provides the most important knowledge in a compact and accessible form. So, you get a solid groundwork to explore the business and find your way to success. Thank you for sharing your experience, Bobby!
Date published: 2017-06-21
Rated 4.0 out of 5 by from Awesome tips on marketing There are tons of useful tips and info for bands and solo artists. Would have loved to learn more tips specifically for producers and songwriters.
Date published: 2017-06-21
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