Going to college is an option for aspiring professionals, but learning about the music business is not.
It takes more than being a fan of your favorite artists to build a career in entertainment, and in today’s Music Biz 101 video, we’ll give you tips on how to get ahead.
But let’s back up. Why study music business? The answer is simple. Not a single person working full-time in the music business today got their job by accident. The idea of big fans becoming hardworking industry movers and shakers is a myth perpetuated by movies and other works of fiction to entertain dreamers. If all you want is to dream, that’s fine, but if you’re going to excel, you’re going to have to work for every step you take.
Learning about the business of music goes beyond understanding how your favorite artists built careers, though that is an excellent place to start. Today’s music professionals need to have a strong understanding of how the business works in every way possible. You need to know how streaming companies operate and what ASCAP does. You need to know how songs get on the radio and how to find a good publicist.
More importantly, you should WANT to know these things. The most successful professionals know this business better than anyone else. You should aspire to know as much as possible. That is what will help you excel.
Aspiring to work in music is like dreaming of starting a fight that never ends. You have to fight for everything you get in this business, and the weapons at your disposal are the pieces of knowledge you gain along the way. Education is the best way to make a place for yourself, and that can happen with or without student loans. There are a million ways to get ahead without spending more than a few hundred dollars, and we share a few of the best methods in this Music Biz 101 update.
Want the benefits of a music business education without the debt of student loans? YouTube is the answer.
YouTube channels are the new blogs. Actually, YouTube channels are better than most blogs. The content creators working on the video platform today can convey complex information in entertaining ways that create a more enjoyable learning experience for everyone. Whether you’re hoping to be the next music superstar or hope to work in the industry, YouTube is filled with experts offering the benefits of their experience and education without any of the cost or hard times.
For virtually nothing, anyone on the planet can access more hours of music business guides and criticism than any person could hope to devour in one lifetime. We haven’t tested that theory, but we’re pretty sure it’s accurate.
There are more than enough content creators releasing quality videos regularly on YouTube for everyone to find the channel(s) that suit their learning style the best. We could not hope to bring together all the channels worth checking out, but we have gathered a handful of picks that we believe to be worthy of your time. They offer everything from music criticism to history lessons, industry stories, and essential step-by-step guides to navigating the music business as a whole. Enjoy!
Finn McKenty is more punk rock than you. Lucky for us, he’s sharing his knowledge of punk and all things alternative with anyone willing to give him attention. Punk Rock MBA offers an in-depth look at the history of punk, rock, metal, and numerous niche areas of alternative/underground music, as well as lessons learned from important moments in music history. Most videos McKenty releases play like short documentaries, each with his unique perspective on a moment in music that more mainstream publications often overlook. He also recruits seasoned professionals to weigh in on the latest music from aspiring musicians, as well as commentary on the recent industry trends that may be shaping the future of the business.
McKenty is the perfect entry point for anyone new to YouTube, and also those hoping to improve their careers as musicians. As he explains on his channel’s about page, his goal is to offer “information, inspiration, and hopefully entertainment for people who want to live life on their own terms.”
Some of you may be questioning how a music critic ended up on a list intended for industry professionals. The answer is simple: Anthony Fantano (aka The Needle Drop) understands the digital generation. Unlike many of his industry careers, Fantano has found a way to connect with audiences in an increasingly saturated marketplace by sharing his informed opinions on a wide variety of music. His influence is so great, in fact, that numerous musicians have referenced his work in their own creative endeavors. For example, you may have seen Fantano’s animated cameo in the “Old Town Road” remix video from Lil Nas X featuring Young Thug and Mason Ramsey.
There are ten-thousand articles claiming that professional criticism is dead in the age of social media, but The Needle Drop is proof those hot takes are wrong. Fantano’s reviews often garner thousands of reviews within minutes of going live, and he’s using that platform to expose people to music they may otherwise have never given a chance. Anyone hoping to influence others through their work in music would be wise to follow The Needle Drop because no one else in this business has done nearly as good of a job building a community around their voice as Anthony Fantano has accomplished with his channel.
James Shotwell wants to do everything before his time in music is done. After opening a venue in his hometown with a grant from the city council at fourteen, Shotwell tried his hand at everything from touring to promotion before he even graduated college. Since then, he’s written for some of the biggest publications in music (including Alternative Press and Rolling Stone), ran a record label, traveled with Warped Tour, spoken at major industry events (SXSW, LAUNCH Music Conference, Music Biz), and spread the word about the power of promotional distribution.
On Music Biz, which is powered by Haulix, Shotwell shares his knowledge on how professionals and musicians alike can build a successful career in the entertainment business. He also explains the stories behind the biggest headlines in the music industry, as well as in-depth conversations with a wide array of industry professionals.
Sean Taylor is a music branding and marketing expert who, according to his website, is‘working to build a platform that closes the knowledge gap for aspiring artists’ On his Youtube-channel, Sean shares information about branding, growing your career and building a fan base. His focus usually revolves around the hip-hop and rap genres, but the lessons shared can easily be applied to any area of music.
What we love about Taylor’s content is his energy and the way he often utilizes the knowledge of other industry professionals to make the most of the topics he discusses. Whether that means pulling content from his own podcast or referencing quotes made by musicians in other interviews, Taylor grounds his lessons in examples pulled from the real world. That approach makes it clear that anyone can succeed in this business as long as they are willing to put in the work required to get ahead.
Talk about a music business education without the burden of student debt. Berklee Online is the official YouTube channel of Boston’s iconic Berklee College of Music. With world-renowned faculty and unparalleled networking opportunities, Berklee Online brings the best of Berklee to students around the globe, for free.
More than any other channel on this list, Berklee Online offers an education portal for those unable or unwilling to pay for school. They do post about courses available through them, but the majority of the videos offer industry advice and analysis from experts that other content creators could never reach. The content shared by Berklee Online is polished, informative, and above all entertaining. You don’t want to miss out.
In the latest episode of Music Biz 101, host James Shotwell speaks directly to those pursuing a career in music through higher education.
Most people are raised to believe that the only way to succeed in the workforce is by going to college. If you want to get ahead, people say, then you need a degree that proves you understand the work. We disagree.
As far as the music industry is concerned, degrees mean virtually nothing without experience. Aspiring professionals need to show proof of their knowledge through application rather than grades. No one will ever ask what your GPA is, but they expect to see how you apply the education you take on immense debt to earn.
To be clear: We think you should go to college. Higher education is the one path to success in entertainment that guarantees the time and freedom needed to chase your passion with the ferocity necessary to land the job of your dreams. Those who choose to focus on their interests while also balancing a traditional job often find the demands of a 40-60 hour workweek leave very little time and attention to spend on their craft. They may still find a place in the industry, of course, but the path to get there will be far more arduous than those who use their time in college wisely.
In today’s episode of Music Biz 101, host James Shotwell offers suggestions for maximizing the value of a college education. He speaks from his own experiences, as well as the lessons learned over a decade of full-time employment in the entertainment business. Check it out:
New episodes of Music Biz 101 drop every Monday. Subscribe to our official YouTube channel to ensure you never miss a lesson.
Contrary to the iconic Daryle Singletary song, there is such a thing as “too much fun” in the music business
There are a lot of bad things said in regards to the music business and how it can sometimes appear to be an endless party where adults can act like perpetual children as long as actual young people continue to support their craft. There may be some truths to that, but as a whole, the industry is made up of people who know how to focus when it counts. That doesn’t mean the temptation to indulge does not exist, nor does it suggest that professionals always refrain. If anyone knows how to have a good time it’s music professionals, but it’s how people handle those moments that determines their career trajectory.
Commit this phrase to memory: Control your high.
What high am I referring to? A high is anything you do to cut loose. It is an escape from the current pains of existence. A high can be drinking, smoking marijuana, eating fast food, playing video games, combining all four, or doing something else entirely that makes you feel good and helps you unwind. Whatever that escape is that you think of when work is at its worst, that is your high.
A high can be good. Everyone deserves to relax and have a little fun after working hard. As long as no one gets hurt, including the individual, people should be able to do whatever they please to enjoy life a bit.
The problem is, not everyone can control their high, and some find themselves in a losing battle with the thing they thought was an aide. Addiction is a beast like no other. It has claimed countless industry lives, both on the artist and professional side. Attached to the monster, but also a creature in its own right is depression. There are more killers out there, but these two are in a league of their own, and many see the opportunities working in the music industry presents as a means to ignore the pain in their lives.
Let’s be clear: You should have a good time. There are perks to working in entertainment, and one of them is the opportunity to experiment with a variety of lifestyles and behavior.
If you want to drink, you should drink.
If you want to smoke, you should smoke.
If you want to spend a week driving cross-country in a van with a band cutting their teeth in the business while eating fast food every day and sleeping less than five hours a night, you should do that.
If you want to do anything that does not harm yourself or others, that is your decision.
AND – If you want to succeed in business and live a long life, you must learn to do all these things in moderation.
You have to control your high because you cannot afford to have it control you, and that is what will happen. People get addicted to life on the road the way others get addicted to their drug of choice. Others get addicted to gaming or exercise or laying on their living room floor binging their favorite series on their preferred streaming service. If you are lucky, there will be people along the way who help keep you on track, but you could as easily meet people who encourage behavior detrimental to your well being. You have to look out for you. Your life (and career) depends on it.
Going to school for Music Business is smart, but it's no guarantee you'll succeed.
Dear first-year music business students –
Let me begin by commending you for the decision to pursue a college degree. I’m sure before arriving on campus your plan to take a scholarly approach to understand the music business was met with questions, confusion, and maybe even a bit of resistance on the part of your family (they only want the best for you, I promise).
If any of you reading this still believe a college degree guarantees a career in your chosen field know that is a lie. Just as countless musicians are aspiring to spend their life performing and recording there is an equal number of people vying for the extremely limited number of paid positions on the business side of the entertainment industry. The competition is fierce, and it is growing increasingly tough with each passing day. Your success in college will no doubt give you a leg up starting out, but it is by no means a golden ticket. You will have to fight for every bit of success you find in music, and there is just no getting around that.
I’m writing to you today because there is one lesson no professor could teach me, and learning it has made all the difference in my own journey through this industry. The next two to four years of your life could very well determine the decade or decades that follow, but the deciding factor will most likely not be your performance in the classroom. What will define your career after college is how you utilize the free time you are afforded by pursuing a degree. There will never be another time in your adult life where you have the freedom you will experience during your college years. Some see this as a cause for celebration, and to some extent it is, but those taking their future seriously will recognize it as an opportunity to explore the business, find their passion, and begin developing a presence in the music business.
As you head into the fall semester, I want to encourage your curiosity about the entertainment business. Don’t worry about landing your dream job just yet. Instead, worry about understanding how people do that job and what separates those who succeed in that skill set from those who do not. Reach out to those already doing the work you wish to do and ask for their story. Listen more than you speak. Learn to ask questions. Not general inquiries, but specific questions geared toward the day-to-day life of those doing the job you desire. Shadow them. Intern for them. Make your name known to the people in the field you wish to enter and make sure to do so in a way that speaks to your professionalism.
There will never be a job opportunity in the music industry where employment is determined by your GPA. In eight years of post-grad life, the subject has never once come up in an interview, nor has an employer asked for many details related to the classes I took. Employers don’t care what you learned, but rather how you have applied the knowledge your degree claims you gained. It may sound corny to you now, but the ‘show’ in show business applies to aspiring professionals as much as it does musicians. People need to see proof of your talent before they will feel comfortable giving you money to live your dreams. This goes for entrepreneurs as much as people who wish to join already successful brands. No one is going to take a chance on you until you take chances yourself, and the time to do that is right now. Start a blog. Find a young artist or group you believe in and do everything you can to help them gain recognition. Hand out fliers for a venue. Book shows at a local coffee shop. Start small, but start nonetheless.
You also need to network. This can be difficult for people, especially those who believe themselves to be shy or otherwise introverted, but it is an essential component of success in the music business. Everyone who gets anywhere does so because of their ability to network. You may feel intimidated when contacting professionals, but keep in mind they were once just like you. Nobody enters the music business without first being a fan, and that shared fandom connects us all. Reach out to the people who are helping your favorite artists succeed and let them know you recognize the work they have done. I also urge you to connect with those in your class, as well as others just starting out. Together you could build the next company that revolutionizes the industry, but at the very least you’ll have someone to turn to when things get tough (and they will get tough). No one succeeds in this industry on their own. Find like-minded people and do what you can to lift them up. They, in turn, will do the same for you.
Lastly, pay attention to the industry at large. You may be passionate about a particular genre or scene, but understand you may one day find yourself working in a completely different area of the music business. This industry is continually evolving, and you too will develop over time. The artists that inspired you to pursue this dream will retire or go on hiatus, ushering in new scenes and sounds that we cannot yet begin to imagine. When that happens, and it will happen, you will need to adapt if you hope to continue working in music.
Do not wait for this industry to come to you because it won’t. If you truly want this, and your decision to take on student loan debt tells me you do, then you have to chase this dream with everything you have in you. I believe in you.
Keep an open mind, work hard, and you will go far.
