Slide show in support of a keynote lecture given at the 2012 NAMM Conference in Anaheim, CA by Keith Hatschek, Director of Music Management at University of the Pacific.

2. “The Initiator”
Annie Downs

3. The Music Industry
Has Morphed
Music is now found in more places than ever before
in history
Musicians are working up front and behind the
scenes at some of today’s most exciting companies
The era of monopoly is beginning to fade in many
areas of music and entertainment
“New Ideas – New Tools – New Rules”

4. Companies Still Count . . .
But Ideas Count Even More
Ideas are the new form of exchange in today’s
entertainment world
Ideas that attract an audience are the foundation
of new business
Examples
Funny or Die
MOG
Pandora

5. Why Think & Act
Like a CEO?
You are in charge of your future
Challenging
Exciting
You will earn respect, money and status!
Fly First Class!

6. The CEO Mindset
Hungry for knowledge, not just information
Can focus and achieve immediate goals
Not afraid of hard work and more work
Ability to motivate, inspire and lead others to help them
succeed
Ability to attract supporters (emotional and $)
Can respond to, and take advantage of new
situations, even when risk is involved

7. Mistakes & Failures
Are Needed
Without experimentation, you will not become a
successful CEO
Use mistakes or setbacks to inform how you can
improve your plan, process, product or service
No CEO bats 1,000 -- you only need a few
successes to build and sustain your career

8. CEO Success Stories
Amanda Palmer, DIY Artist
Benjy Grinberg, Label Founder
Tish Ciravolo, Guitar company founder
What did they know that you don’t?

9. CEO Amanda Palmer

10. CEO Benjy Grinberg

11. CEO Tish Ciravolo

12. CEO’s Playbook
Take your passion and turn it into a business
Learn how to:
Leverage ideas & applications to . . .
Create products & services . . .
That will attract an audienceI
Use audiences to help you refine your offerings – “crowd sourcing” –
it really works!
Be relentless in pursuit of success, as defined by YOU!
(not the “industry”)

13. Brain Food for
Music CEOs
Gerd Leonhard -- “Friction is Fiction”
Seth Godin – “Permission Marketing” & “Poke the Box”
Chris Anderson – “The Long(er) Tail”
Malcolm Gladwell – “Outliers”
Ignore feeding your brain at your own risk!

14. Music CEO
“How To” Guides
Peter Spellman – “Indie Marketing Power”
Angela Beeching – “Beyond Talent: Creating a
Successful Career in Music”

15. Music is “Information”
Music is part of more business opportunities than
ever before
Music can provide a unique “signature” for a brand
or band
Music can be monetized in a multitude of ways in
addition to a CD or download
Internet radio, video games, TV and film syncs, music
apps, customized music, commercials, value added
music (T-Pain and Bjork apps), clothing with lyrics, etc.

16. Generating “Big Ideas”
What do Amazon, iTunes and
Sheet Music Plus all have in common?
Develop a way to solve a problem, save time or
money and you may be have a profitable “Big
Idea”
Big Ideas generate energy and heat and end up
gaining support for their CEO

17. Three Steps towards
CEO-dom
Set Attainable Goals
Include a timetable, a way to measure progress and don’t be
afraid to start with baby steps
Craft an Action Plan
Map out step-by-step what it is you will do to attain your goals.
Include who else is involved, their roles and how your plans will
be measured and adjusted as you progress
Maintain a Constant Feedback Loop with Your Audience
“Listen to your audience; and they will listen to you.”
– Nile Rodgers

18. Create Your Own Start . . .
“Starting a
project . . .

19. “Let’s Talk It Over”
– CEO Lil’ Wayne (Young Money Entertainment)
This entire presentation can be found at
www.hatschek.com/careertools
Email questions/comments: khatschek@pacific.edu
More reading on music careers
“How to Get a Job in the Music Industry”
by Keith Hatschek
Includes chapters on networking, goal-
setting, personal achievement, etc.