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Complete Music Update
CMU
www.CMUinsights.com/DIY001 1 www.CMUdiy.com
ARTIST TOOLKIT DAY @ ROUNDHOUSE
CMU:DIY
CMU
www.CMUinsights.com/DIY001 2 www.CMUdiy.com
11.15am-12.45pm GET:STARTED • How artists make money • Music companies • Meet the music industry
1.30pm-2.30pm GET:NOTICED • Building a profile • Engaging the gatekeepers
2.45pm-3.45pm GET:PLANNING • Starting your fan business • Planning your career
4.00pm-5.00pm GET:CONNECTED
ARTIST TOOLKIT @ ROUNDHOUSE
CMU
www.CMUinsights.com/DIY001 3 www.CMUdiy.com
GET:STARTED
CMU
www.CMUinsights.com/DIY001 4 www.CMUdiy.com
WHY MAKE MONEY FROM MUSIC?
! Why do we need to make money out of music at all?
CMU
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! Why do we need to make money out of music at all?
! If artists want to work on their music full time, and to develop and distribute their work widely they need money to pay for…
• Living costs.
• Touring.
• Producers, engineers, songwriters etc.
• The creation and distribution of recordings.
• Marketing and PR.
• Someone to manage all this activity.
WHY MAKE MONEY FROM MUSIC?
CMU
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INTELLECTUAL PROPERTY
LIVE PERFORMANCE
FAN RELATIONSHIP
HOW DO YOU MAKE MONEY FROM MUSIC?
CMU
www.CMUinsights.com/DIY001 7 www.CMUdiy.com
HOW DO YOU MAKE MONEY FROM MUSIC?
INTELLECTUAL PROPERTY
LIVE PERFORMANCE
FAN RELATIONSHIP
CMU
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© IP PRODUCTS
Musical Compositions Lyrics
PUBLISHING RIGHTS
CMU
www.CMUinsights.com/DIY001 9 www.CMUdiy.com
© © IP PRODUCTS
Musical Compositions Lyrics
PUBLISHING RIGHTS
Sound Recordings Music videos
MASTER RIGHTS
CMU
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© © ©
IP PRODUCTS
Musical Compositions Lyrics
PUBLISHING RIGHTS
Sound Recordings Music videos
MASTER RIGHTS
Artwork Photography
ARTISTIC RIGHTS
CMU
www.CMUinsights.com/DIY001 11 www.CMUdiy.com
© © © ®
IP PRODUCTS
Musical Compositions Lyrics
PUBLISHING RIGHTS
Sound Recordings Music videos
MASTER RIGHTS
Artwork Photography
ARTISTIC RIGHTS
Band Name Band Logo
TRADEMARKS
CMU
www.CMUinsights.com/DIY001 12 www.CMUdiy.com
© SONGS © © ®
RECORDS
MERCH MERCH & BRAND EXTENTIONS
IP PRODUCTS
CMU
www.CMUinsights.com/DIY001 13 www.CMUdiy.com
! Copyright is a form of ‘intellectual property’.
! Copyright, Designs & Patents Act 1988.
! Copyrights are automatic.
! By default the copyright belongs to… • Creator (compositions, lyrics, artwork, photography).
• Funder (sound recordings).
! Copyrights run out eventually… • Life of creator +70 yrs (compositions, lyrics, artwork etc).
• 70 years after release (sound recordings).
COPYRIGHT FACTS
CMU
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MAKING MONEY FROM COPYRIGHT
Copyright law gives the copyright owner certain ‘controls’ over their ‘works’, including:
CMU
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MAKING COPIES PERFORMING IN PUBLIC MAKING AN ADAPTATION
MAKING MONEY FROM COPYRIGHT
Copyright law gives the copyright owner certain ‘controls’ over their ‘works’, including:
CMU
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MAKING MONEY FROM COPYRIGHT
Someone wants a copy of one of your recordings
CMU
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Make a copy and sell it them
MAKING MONEY FROM COPYRIGHT
Give them permission to copy it for a fee
Someone wants a copy of one of your recordings
CMU
www.CMUinsights.com/DIY001 18 www.CMUdiy.com
CD/VINYL
MAKING MONEY FROM COPYRIGHT
Someone wants a copy of one of your recordings
DOWNLOAD
CMU
www.CMUinsights.com/DIY001 19 www.CMUdiy.com
MAKING MONEY FROM COPYRIGHT
Someone wants a copy of one of your recordings
£ YOU’VE MADE MONEY FROM YOUR COPYRIGHT!
CD/VINYL DOWNLOAD
CMU
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Someone wants to perform your song in public
MAKING MONEY FROM COPYRIGHT
CMU
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Sing it on stage Play it at club Play it on radio
MAKING MONEY FROM COPYRIGHT
Someone wants to perform your song in public
CMU
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Give them permission to perform your song for a fee
MAKING MONEY FROM COPYRIGHT
Sing it on stage Play it at club Play it on radio
Someone wants to perform your song in public
CMU
www.CMUinsights.com/DIY001 23 www.CMUdiy.com
£ YOU’VE MADE MONEY FROM YOUR COPYRIGHT!
Give them permission to perform your song for a fee
MAKING MONEY FROM COPYRIGHT
Sing it on stage Play it at club Play it on radio
Someone wants to perform your song in public
CMU
www.CMUinsights.com/DIY001 24 www.CMUdiy.com
MAKING MONEY FROM COPYRIGHT
Someone wants to make an adaptation of your song
CMU
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Remix it Rework it Sample it
MAKING MONEY FROM COPYRIGHT
Someone wants to make an adaptation of your song
CMU
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Give them permission to make an adaptation for a fee
MAKING MONEY FROM COPYRIGHT
Remix it Rework it Sample it
Someone wants to make an adaptation of your song
CMU
www.CMUinsights.com/DIY001 27 www.CMUdiy.com
Give them permission to make an adaptation for a fee
MAKING MONEY FROM COPYRIGHT
Remix it Rework it Sample it
Someone wants to make an adaptation of your song
YOU’VE MADE MONEY FROM YOUR COPYRIGHT! £
CMU
www.CMUinsights.com/DIY001 28 www.CMUdiy.com
LICENSING
GIVING PERMISSION = LICENSING
LICENSE DIRECT
LICENSE VIA COLLECTING SOCIETY
LICENSE VIA THIRD PARTY
Sync deals (maybe)
Live Performance Cover Versions
Broadcast Bars, cafes, shops
(usually)
Getting content into iTunes and Spotify via a distributor
(maybe)
CMU
www.CMUinsights.com/DIY001 29 www.CMUdiy.com
The UK collecting societies are…
PRS For Music for ‘publishing rights’ so composers, songwriters, publishers www.prsformusic.com
PPL for ‘master rights’ so recording artists, producers, labels www.ppluk.com
COLLECTING SOCIETIES
CMU
www.CMUinsights.com/DIY001 30 www.CMUdiy.com
HOW DO YOU MAKE MONEY FROM MUSIC?
INTELLECTUAL PROPERTY
LIVE PERFORMANCE
FAN RELATIONSHIP
CMU
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! Monetisation of live performance easier to understand.
! Though live sector has multiple revenue streams.
! Different levels of the live sector rely more or less on different revenue streams.
LIVE PERFORMANCE
CMU
www.CMUinsights.com/DIY001 32 www.CMUdiy.com
! Monetisation of live performance easier to understand.
! Though live sector has multiple revenue streams.
! Different levels of the live sector rely more or less on different revenue streams.
LIVE PERFORMANCE
Ticket commissions
Ticket resale mark-ups
Food & Drink
Other services (eg cloakroom, parking, VIP)
Sponsorship
Tickets
CMU
www.CMUinsights.com/DIY001 33 www.CMUdiy.com
! An artist’s live career goes through various stages…
! It only becomes profitable for the artist around theatre level.
! At grass roots the main income actually comes from copyright.
LIVE PERFORMANCE
CMU
www.CMUinsights.com/DIY001 34 www.CMUdiy.com
! An artist’s live career goes through various stages…
! It only becomes profitable for the artist around theatre level.
! At grass roots the main income actually comes from copyright.
Self-promoted gigs, pay-to-play gigs
Gig & club-nights, festival new band stages
Pub/club venue touring, festival stages
Theatre venue touring, festival main stages
Arena touring, festival headline slots
Stadium touring
LIVE PERFORMANCE
CMU
www.CMUinsights.com/DIY001 35 www.CMUdiy.com
HOW DO YOU MAKE MONEY FROM MUSIC?
INTELLECTUAL PROPERTY
LIVE PERFORMANCE
FAN RELATIONSHIP
CMU
www.CMUinsights.com/DIY001 36 www.CMUdiy.com
! Once you have an engaged fanbase, you can start to sell them products and services directly online.
! This might include:
• Premium products (records, merch).
• VIP live experiences.
• A subscription service (online fan club).
! If you build a sizable fanbase, brands may want to partner with you to reach that audience.
THE FAN RELATIONSHIP
CMU
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you + your music + your shows
your fanbase
YOUR ARTIST BUSINESS
CMU
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you + your music + your shows
your fanbase
YOUR FAN BUSINESS
SELL THEM STUFF!
CMU
www.CMUinsights.com/DIY001 39 www.CMUdiy.com
you + your music + your shows
your fanbase
YOUR FAN BUSINESS
SELL THEM STUFF!
Recordings Tickets Merch
Premium Products Subscriptions VIP Experiences
CMU
www.CMUinsights.com/DIY001 40 www.CMUdiy.com
11.15am-12.45pm GET:STARTED • How artists make money • Music companies • Meet the music industry
1.30pm-2.30pm GET:NOTICED • Building a profile • Engaging the gatekeepers
2.45pm-3.45pm GET:PLANNING • Starting your fan business • Planning your career
4.00pm-5.00pm GET:CONNECTED
ARTIST TOOLKIT @ ROUNDHOUSE
CMU
www.CMUinsights.com/DIY001 41 www.CMUdiy.com
! The music industry consists of companies and individuals who work with artists to help them turn what they do into money.
! Most music companies specialise in one music revenue stream.
! This means the wider industry can be split up, commonly…
! Those which work in music rights v those that work in live.
! Those which exploit recording rights v those which exploit song rights.
! Artists usually have relationships with multiple companies, doing a different deal for each of their revenue streams.
MEET THE MUSIC BUSINESS
CMU
www.CMUinsights.com/DIY001 42 www.CMUdiy.com
THE MUSIC INDUSTRY
MEET THE MUSIC BUSINESS
MUSIC RIGHTS
Record Label
Merchandiser
LIVE INDUSTRY
Booking Agent
Promoter
Ticket Agent
Music Publisher
FAN BUSINESS
Direct To Fan
Brand Agency
CMU
www.CMUinsights.com/DIY001 43 www.CMUdiy.com
THE MUSIC INDUSTRY
THE MUSIC RIGHTS INDUSTRY
MUSIC RIGHTS
Record Label
Merchandiser
Music Publisher
Label exploits sound recording rights. Creates and distributes recorded content.
Works with studios, producers etc. Traditionally leads on artist marketing.
CMU
www.CMUinsights.com/DIY001 44 www.CMUdiy.com
THE MUSIC INDUSTRY
THE MUSIC RIGHTS INDUSTRY
MUSIC RIGHTS
Record Label
Merchandiser
Music Publisher
Publisher exploits song rights. Handles licensing of songs and royalties.
May seek sync deals/song commissions. Traditionally published sheet music.
CMU
www.CMUinsights.com/DIY001 45 www.CMUdiy.com
THE MUSIC INDUSTRY
THE MUSIC RIGHTS INDUSTRY
MUSIC RIGHTS
Record Label
Merchandiser
Music Publisher
Production of merchandise. Sales and distribution of products.
Maybe license artwork to third parties. License trademark for product extensions.
CMU
www.CMUinsights.com/DIY001 46 www.CMUdiy.com
THE MUSIC INDUSTRY
THE LIVE INDUSTRY
LIVE INDUSTRY
Booking Agent
Promoter
Ticket Agent
Stages the gigs, tours, festivals.
Hires event production staff.
CMU
www.CMUinsights.com/DIY001 47 www.CMUdiy.com
THE MUSIC INDUSTRY
THE LIVE INDUSTRY
LIVE INDUSTRY
Booking Agent
Promoter
Ticket Agent
Sits between artists and promoter. Negotiates deals.
CMU
www.CMUinsights.com/DIY001 48 www.CMUdiy.com
THE MUSIC INDUSTRY
THE LIVE INDUSTRY
LIVE INDUSTRY
Booking Agent
Promoter
Ticket Agent
Sells tickets. May also provide cash flow.
CMU
www.CMUinsights.com/DIY001 49 www.CMUdiy.com
THE MUSIC INDUSTRY
THE FAN BUSINESS
FAN BUSINESS
Direct To Fan
Brand Agency
Newest part of the industry. May provide online platform for capturing, analysing and selling to fans. Also need people to manage all this.
CMU
www.CMUinsights.com/DIY001 50 www.CMUdiy.com
THE MUSIC INDUSTRY
THE FAN BUSINESS
FAN BUSINESS
Direct To Fan
Brand Agency
These agencies negotiate and manage brand partnerships for artists.
Labels and promoters also operating in this domain.
CMU
www.CMUinsights.com/DIY001 51 www.CMUdiy.com
THE MUSIC INDUSTRY
THE IMPORTANCE OF ARTIST MANAGEMENT
MANAGEMENT (+ lawyer and accountant)
MUSIC RIGHTS
Record Label
Merchandiser
LIVE INDUSTRY
Booking Agent
Promoter
Ticket Agent
Music Publisher
FAN BUSINESS
Direct To Fan
Brand Agency
CMU
www.CMUinsights.com/DIY001 52 www.CMUdiy.com
! An artist (via management) will look to do deals with a number of business partners, each based around a different revenue stream.
! With new artists, key business partners will have to work for free, on the promise of a cut of future revenue.
! Labels and publishers will also ask for copyright ownership.
! But even when partners work for free, the artist still needs someone to invest upfront cash: to cover their living costs and pay for a big launch marketing campaign.
! Traditionally the label provides this investment, in return for ownership of sound recordings (at least) and some control over strategy.
ARTIST DEALS & THE ROLE OF THE LABEL
CMU
www.CMUinsights.com/DIY001 53 www.CMUdiy.com
11.15am-12.45pm GET:STARTED • How artists make money • Music companies • Meet the music industry
1.30pm-2.30pm GET:NOTICED • Building a profile • Engaging the gatekeepers
2.45pm-3.45pm GET:PLANNING • Starting your fan business • Planning your career
4.00pm-5.00pm GET:CONNECTED
ARTIST TOOLKIT @ ROUNDHOUSE
CMU
www.CMUinsights.com/DIY001 54 www.CMUdiy.com
MEET THE MUSIC INDUSTRY
Grant Heinrich Agency X
Louis Brown Island Records
Michael Orchudesch
BMG Chrysalis
Matt Hanner Coda
CMU
www.CMUinsights.com/DIY001 55 www.CMUdiy.com
ARTIST TOOLKIT DAY @ ROUNDHOUSE
CMU:DIY
CMU
www.CMUinsights.com/DIY001 56 www.CMUdiy.com
11.15am-12.45pm GET:STARTED • How artists make money • Music companies • Meet the music industry
1.30pm-2.30pm GET:NOTICED • Building a profile • Engaging the gatekeepers
2.45pm-3.45pm GET:PLANNING • Starting your fan business • Planning your career
4.00pm-5.00pm GET:CONNECTED
ARTIST TOOLKIT @ ROUNDHOUSE
CMU
www.CMUinsights.com/DIY001 57 www.CMUdiy.com
GET:NOTICED
CMU
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Write some good songs and get really good at playing them. ! Be brutally honest with yourself.
! Get feedback from people you trust/respect.
! Use early live shows to get better - pace yourself!
HONE YOUR PRODUCT
CMU
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! Four good tracks better than ten mediocre ones.
! Pick your best songs.
! Put effort into recording - use a studio, professional mastering?
! Digital-only release is fine.
! Short run of CDs to sell at gigs?
Record an EP.
GET YOUR CONTENT RECORDED
CMU
www.CMUinsights.com/DIY001 60 www.CMUdiy.com
! Make all tracks available to stream on Soundcloud and YouTube (even if you have no videos, YouTube is key, use still shots).
! Give one track away in return for email.
! Use Music Glue or similar to sell tracks direct-to-fan.
! Use a digital distributor to get your content into the streaming platforms and onto the download stores (eg Believe/Zimbalam, Ditto Music, Tunecore, CD Baby, The Orchard).
Make sure your music is available everywhere once it’s recorded.
GET YOUR CONTENT OUT THERE
CMU
www.CMUinsights.com/DIY001 61 www.CMUdiy.com
! Something you’ll be happy with for life!
! Use Google etc to check band name is unique.
! Consider search engine performance.
! Are .com, Facebook/ and Twitter/ names available?
! Registering domains is cheap - eg 123reg, GoDaddy, Ukreg.
! Set up a website and email with your domain.
Get a good name and register your domains.
YOUR ONLINE PROFILE
CMU
www.CMUinsights.com/DIY001 62 www.CMUdiy.com
! Important way to engage fans.
! Media and industry will monitor your social media performance.
! Tweet regularly and strategically, interact and retweet.
! Facebook less often - give updates substance.
! Create content people will want to share.
! Also worth investigating Tumblr, Pinterest, Instagram.
Set up Facebook and Twitter and use them.
SOCIAL MEDIA
CMU
www.CMUinsights.com/DIY001 63 www.CMUdiy.com
! Social media does not replace website.
! Use WordPress or similar to create simple cost effective website.
! Embed SoundCloud, YouTube, Twitter and Music Glue store?
! Start building mailing list with MailChimp.
! Blog on your site, and send email to fans every 1-2 months with extra content, offers, products and surveys.
! Your website will ultimately become a key sales platform.
Set up a website and mailing list.
WEBSITE IS KEY
CMU
www.CMUinsights.com/DIY001 64 www.CMUdiy.com
! Gigging won’t make you money at the start.
! It is a marketing opportunity.
! Gig regularly in different towns and cities.
! Think about how to recruit fans at gigs.
! Mailing list and merchandise.
Gig relentlessly.
GIGS AS A MARKETING CHANNEL
CMU
www.CMUinsights.com/DIY001 65 www.CMUdiy.com
THE MUSIC INDUSTRY
BUILDING YOUR PROFILE WITHIN THE INDUSTRY
MANAGEMENT (+ lawyer and accountant)
MUSIC RIGHTS
Record Label
Merchandiser
LIVE INDUSTRY
Booking Agent
Promoter
Ticket Agent
Music Publisher
FAN BUSINESS
Direct To Fan
Brand Agency
CMU
www.CMUinsights.com/DIY001 66 www.CMUdiy.com
11.15am-12.45pm GET:STARTED • How artists make money • Music companies • Meet the music industry
1.30pm-2.30pm GET:NOTICED • Building a profile • Engaging the gatekeepers
2.45pm-3.45pm GET:PLANNING • Starting your fan business • Planning your career
4.00pm-5.00pm GET:CONNECTED
ARTIST TOOLKIT @ ROUNDHOUSE
CMU
www.CMUinsights.com/DIY001 67 www.CMUdiy.com
ENGAGING THE GATEKEEPERS
Alex Dale ANASA Music
Billy Clark Roundhouse
Radio
Joe Schiavon Transmission
Music
CMU
www.CMUinsights.com/DIY001 68 www.CMUdiy.com
11.15am-12.45pm GET:STARTED • How artists make money • Music companies • Meet the music industry
1.30pm-2.30pm GET:NOTICED • Building a profile • Engaging the gatekeepers
2.45pm-3.45pm GET:PLANNING • Starting your fan business • Planning your career
4.00pm-5.00pm GET:CONNECTED
ARTIST TOOLKIT @ ROUNDHOUSE
CMU
www.CMUinsights.com/DIY001 69 www.CMUdiy.com
QUESTION:
If you received your first PRS cheque for £250, what
would you spend that money on to best benefit your career?
CMU
www.CMUinsights.com/DIY001 70 www.CMUdiy.com
GET:PLANNING
CMU
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GET PLANNING
Chris T-T Cynikal
CMU
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Chris T-T
Cynikal
Dan Rosies Music Glue Peter Quinn The Roundhouse Emma Adler Sony Music
GET PLANNING
CMU
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1. Do you want to make music full time?
2. How much do you need to make to give up the day job?
3. What kind of products can you sell?
4. What kind of audience can you reach?
5. Who in the industry do you need to engage, and how can you reach them?
6. How can you start building your business now?
ARTISTS: GET PLANNING
CMU
www.CMUinsights.com/DIY001 74 www.CMUdiy.com
STARTING YOUR CONTENT BUSINESS
! Make recordings of some of your songs – quality over quantity.
! Easier when you are recording your own songs rather than covers (for covers you need to license the song rights, usually via PRS/MCPS).
Use Music Glue, Bandcamp etc to sell downloads direct.
Use a distributor to get your content to iTunes, Spotify etc.
Maybe look into a short run of CDs to sell online and, mainly, at gigs?
Join PRS and PPL and log songs and recordings (or for PRS, use Sentric Music).
CMU
www.CMUinsights.com/DIY001 75 www.CMUdiy.com
STARTING YOUR LIVE BUSINESS
! Getting gigs can be tricky.
! Look for open mic opportunities, maybe stage your own nights.
! Approach gig nights and smaller venues that have staged similar acts, send personalised emails linking to Soundcloud/YouTube.
! Upload music to BBC Introducing, and apply for new band stages at genre relevant festivals.
When asked to play, get into the habit of always asking if there is a fee or expenses.
Make sure you are in PRS and log your gigs to get your song royalties (Sentric can help).
CMU
www.CMUinsights.com/DIY001 76 www.CMUdiy.com
STARTING YOUR FAN BUSINESS
! Gigging will not be especially profitable at first.
! It’s an opportunity to build fanbase, make sure you encourage your audience to sign up (offer a free track for email address).
! Then get fans to connect by Facebook, Twitter etc.
! But also set up a website (Wordpress is good for this) and email list (Mailchimp is the best) – this is really important.
Use Music Glue, Bandcamp etc to have a commercial side to your site – sell some tracks, look into print on demand merch.
Once you have a small engaged fanbase, maybe look into PledgeMusic to enable bigger projects via pre-orders.
CMU
www.CMUinsights.com/DIY001 77 www.CMUdiy.com
1. Will you have a portfolio career?
2. What parts of the industry interest you?
3. What jobs are really available?
4. What skills do you need, and how can you get practice?
5. How can you demonstrate your skills and passion?
6. How can you start to build your network?
7. Where will you hear about jobs and internships?
WORKING IN THE INDUSTRY: GET PLANNING
CMU
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! CMU Daily tells you everything you need to know about music, music people and the music business.
! It is free.
! It is read by over 25,000 music people every week day.
! Sign up now! completemusicupdate.com/dailysignup
WHATEVER YOU DO, STAY IN TOUCH WITH THE INDUSTRY!
CMU
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! You can download these slides from the CMU:DIY website.
! Sign up to CMU Daily for news about future CMU:DIY events and new online resources.
! Join us for Get Connected to continue the conversation.
ANY MORE QUESTIONS?
CMU
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MORE INFO: CMUdiy.com
CMU:DIY