Great content attracts attention.

Our friends Amy Heidemann and Nick Noonan are Karmin and have found amazing lightning-fast popularity with this cover of Chris Brown ft. Lil Wayne, Busta Rhymes “Look At Me Now”.

2.9 million views on YouTube as of a few minutes ago, in less than 7 days. Wow. That’s some velocity.

Nod from Ryan Seacrest adds some juice: http://tinyurl.com/3hypspf

Then appearing on the Ellen DeGeneres Show today on ABC.

Similar strategy to Pomplamoose. http://tinyurl.com/4yk9nn2

Let’s see how this plays out and what they do with it. The Internet rewards quality with hyper efficient recognition. The Future of Music.

HERE IS AN UPDATE 5/20/11

14.5 Million Views and Counting

The duo have since performed on The Ellen DeGeneres Show and On Air with Ryan Seacrest, and taken the stage with hip-hop legends The Roots. “It was basically an explosion of awareness that happened for us,” Amy says. “We didn’t see it coming and didn’t really know how to handle it, but we did our best.

They are now being courted by the major labels and publishers. More to come…

Help Steve Vai Make Guinness World Record™ History!

Steve Vai and Berkleemusic are attempting to set the Guinness World Record™ for the World’s Largest Online Guitar Lesson. Learn tips, techniques, and real-world skills from one of the most recognizable guitar players on the planet. Join Steve online on March 3rd to take part in this groundbreaking event!

March 3, 2011 at 1:30pm EST

For international viewers, Eastern Standard Time is GMT -5.
For example, 1:30 PM EST = 6:30 PM GMT.

FOR MORE INFO CLICK HERE  http://www.berkleemusic.com/vai-live

The music business of the past was driven by a relatively small number of people who controlled the distribution channels, the marketing channels (radio) and the financing available to artists and writers.  If you knew one of these mavens or could network your way to them, then you had a shot at success.  It was the dream of every artist to “get signed” by a major label and plug into the “star maker machinery”.

The Internet changed all of that in a matter of 10 years or less.  This disruptive force broke down the concentration of power from the hands of a few, to the hands of many.  These days music distribution is a commodity that one can have access to quite simply via CDBaby, Tunecore or a variety of other options.  Terrestrial radio, the marketing channel that broke all major artists of the last 60 years is no longer effective, and has been replaced by literally thousands of touch points available online including tastemakers like Pitchfork, sites like MySpace and Yahoo, social networking outlets like Twitter and Facebook, the search monster Google and countless websites, blogs and online media.

Today it is more important What You Know, than Who You Know.  This is a Major shift in strategy from the past and is the name of the game for achieving success in the future.

Here are two examples of the kinds of things you need to know.  One from the point of view of a structured approach to developing the skills and knowledge to help you succeed, and the other a real-world example of innovation at work in the hands of a savvy artist.

From Celia Hirschman with On the Beat for station KCRW:

Today’s music business is not just about hustle, music knowledge and who you know.  Today, it’s also about digital prowess, online inventiveness and a fast Internet connection.

I worked my way up through the industry, learning as I went. I took numerous jobs in the business, each one teaching me more than I had known before.

My school of hard knocks earned me a lot of opportunity. But the lessons of today’s music business are not taught in the nightclubs, the record stores or the board rooms. Today’s music business actually requires hitting the books, academically. Many active music buyers are online. Reaching them requires sophisticated online marketing knowledge.

No better way to learn than from the professionals. The prestigious Berklee College of Music has built an online extension program. Their BerkleeMusic.com offers a number of interesting classes online to fill in experiential gaps.

A useful course is titled “Online Music Marketing with Topspin.” Topspin is the leading digital-music marketing and sales company. In this course, Berklee’s Michael King and Topspin’s CEO Ian Rogers have deconstructed the marketing matrix, providing a hands-on education in digital record marketing. Students learn how to build digital touch-points, optimize site visits, develop fan integration and build brands. It is a first class education in online music marketing.

It doesn’t hurt that the whole course studies the TopSpin platform, similar to how a course might focus on PhotoShop or Excel. Topspin has developed a robust program to maximize online visibility and sell through. Musicians and music companies around the world can participate and socialize in a private trusted community.

Listen to the KCRW radio show here.

Cudos to @atomzooey for developing a great course.

Read more on Direct to Fan Marketing at Mike King’s Blog.

The Duo of Jack Conte and Natalie Dawn are the band Pomplamoose and they are generating huge YouTube interest and views with their VideoSong format. They got tens of millions of views in a very short time with this number increasing while you read this. The VideoSong format these two produce is very inviting and addictive, providing a glimpse into the process of recording and creating music.  The have combined a unique video format, with creative versions of popular cover songs and online distribution to reach tens of millions of people without any label support or significant marketing budget.  They have found a way to make music their full time career without performing live, by leveraging social media.

Listen to an audio interview with Jack Conte from CDBaby

http://cdbabypodcast.com/?p=877

Here is some excerpts from an interview I did with Rick Goetz from musiciancoaching.com

“I think it’s critical that you have your own website and drive traffic to your own website in any way imaginable, and that you set up ways to do business transactions on your websites. That can be collecting names, cell phone numbers, Twitter follows, selling product, building dialogue, communication, selling tickets and merch. That’s essential.

At Music Power Network and Berkleemusic we teach a lot of people DIY basics. Get your act together, get a website together, have a business partner that is going to help you create a strategy and deal with promotion and distribution and touring and publishing and your finances and the business aspects of your career so you can focus as much time as possible on creating art and getting better and practicing and becoming a better artist. I think that’s essential. Lots and lots of people I’ve seen – musicians, artists – have thought, “I’ll get online and Facebook and YouTube and get a bunch of friends and spend all my time blogging and tweeting.” But if they’re not working on your music, most of the time that other stuff doesn’t matter at all. If you’re not really great, nobody is really going to care.

It’s such a fine balance to strike between perfecting your art and being unique and different and having something to say and getting the word out. That’s the conundrum. We often counsel people that you have to have a business partner. At Berkleemusic we teach entrepreneurship, artist management, how to start your own business, how to run a business, how to market direct and use social media to market, what copyright law is all about, what contracts are all about, how to tour, how to make money, the realities of the different levels of touring and how you can get paid and use that to be a driver of your career.

It’s a huge ambition that we have here at Berklee to try and help create a healthy music industry going forward. If there isn’t a healthy music industry, none of us have jobs, none of our students have jobs and the whole thing goes down the toilet. We have to help people be free thinkers, entrepreneurs, to break the rules.

When we started the berkleemusic online school ten years ago there was no iPod, YouTube, Myspace, Facebook or Apple iTunes store. That all happened in the last ten years. So if you think about what’s going to happen in the next ten years, it’s going to be completely different and almost impossible to predict what’s going to happen. People that want to be in the industry have to be willing to accept that it’s going to constantly change for the foreseeable future. There is nothing you can be sure of, and the things that work today probably are not going to work tomorrow.

God willing, some kid is going to create the next big thing in music like Sean Fanning did with Napster or a new format or a new kind of virtual experience that is as good as a concert. Something like that is going to happen, and who knows what it is going to be?  It’s hard to predict.”

Read the whole interview here. Thanks Rick!

Music Business Handbook

It’s a new era for the music business. The music industry is rapidly changing, the traditional gatekeepers are evolving (or disappearing), and new distribution outlets, marketing techniques, and business models are popping up all the time. For those that are educated on these changes, there is more opportunity in the “new” music business than ever. Get The Handbook Now!

Berkleemusic’s Music Business Handbook collects some of the essential knowledge from our instructors in one easy-to-navigate guide. The music industry of the future will be driven by educated, focused, entrepreneurship-minded individuals, and this handbook will prove to be a starting point in your lifelong music business education.

Topics Include:

  • Past, Present, and Future of Music
  • Direct-to-Fan Marketing
  • Music Publishing
  • Music Licensing
  • Challenges of the Music Industry
  • Music Royalties

punkbaby

You want to be a renegade. Take a great idea and run with it, before everyone can ask what you are doing, and then explain it all later.  This is a much better operating mode than asking for permission.  Far more can be accomplished in a shorter period of time, and often with unexpected and wonderful results.

In 2001 we brought our online music school at Berkleemusic to market and began a transformation in how music is taught and who could participate in both the teaching and learning experience.  At the same time we developed Berkleeshares as a platform to freely distribute music lessons around the globe.  Now some 8 years later, many millions of free music lessons have been downloaded from Berkleeshares and tens of thousands of students from around the world have studied music with Berklee from afar.  Our online lessons are in use in hundreds of schools around the planet likely influencing hundreds of thousands of music students.

Our YouTube channel has become one of the most visited educational channels on YouTube, fueled by music and passion and people who chase the dream of becoming a musician.

I came across this article in Fast Company on the EduPunks, and how they are transforming higher education.  It made me realize that we have already taken the first step in remaking the music business from the inside out, as we train the next generation of digitally savvy musicians, songwriters, producers and music business people.

“The transformation of education may happen faster than we realize. However futuristic it may seem, what we’re living through is an echo of the university’s earliest history. Universitas doesn’t mean campus, or class, or a particular body of knowledge; it means the guild, the group of people united in scholarship. The university as we know it was born around AD 1100, when communities formed in Bologna, Italy; Oxford, England; and Paris around a scarce, precious information technology: the handwritten book. Illuminated manuscripts of the period show a professor at a podium lecturing from a revered volume while rows of students sit with paper and quill — the same basic format that most classes take 1,000 years later.”

The scarcity that has propelled the music business for the past 70 years or so is not unlike the scarcity that has propelled the education business.   Schools have a lot to learn from the music business and they better pay attention.  When most of the value of an experience can be reduced to ones and zeroes, the entire bottom can fall out of the business, faster than you can even imagine.  This is what is starting to happen to education.

“Colleges have become outrageously expensive, yet there remains a general refusal to acknowledge the implications of new technologies,” says Jim Groom, an “instructional technologist” at Virginia’s University of Mary Washington and a prominent voice in the blogosphere for blowing up college as we know it. Groom, a chain-smoker with an ever-present five days’ growth of beard, coined the term “edupunk” to describe the growing movement toward high-tech do-it-yourself education. “Edupunk,” he tells me in the opening notes of his first email, “is about the utter irresponsibility and lethargy of educational institutions and the means by which they are financially cannibalizing their own mission.”

The edupunks are on the march. From VC-funded startups to the ivied walls of Harvard, new experiments and business models are springing up from entrepreneurs, professors, and students alike. Want a class that’s structured like a role-playing game? An accredited bachelor’s degree for a few thousand dollars? A free, peer-to-peer Wiki university? These all exist today, the overture to a complete educational remix.

The architects of education 2.0 predict that traditional universities that cling to the string-quartet model will find themselves on the wrong side of history, alongside newspaper chains and record stores. “If universities can’t find the will to innovate and adapt to changes in the world around them,” professor David Wiley of Brigham Young University has written, “universities will be irrelevant by 2020.”

Well – for me this means that we better keep peddling hard at Berkleemusic, and continue to experiment with new technologies and modes of teaching and learning so that we don’t end up without any real business, like the situation that the major record companies are in today.  Expect to see new products and services from Berkleemusic in the coming months and years that align with the changing digital marketplace.  Afterall, if we are not willing to change with the times and improve what we do at Berklee, how can we expect our students to do the same thing?

Read more on the Edupunks here at FastCompany. The comments at the end of the article are fascinating.

Distance learning has come a long way. Once the domain of dubious “as seen on TV” correspondence courses promising diplomas in such arcane disciplines as air conditioning installation and VCR and gun repair, distance education has entered the mainstream. Today, institutions ranging from the Ivy Leagues to local K-12 programs offer virtual coursework on their Websites, iTunes, YouTube and Second Life. Originally designed for working adults, online courses are now a real component of every phase of “traditional” education, and for a generation brought up on the Internet, the transition is seamless. According to the U.S. Department of Education, 66 percent of post-secondary learning institutions offer distance learning programs, with 12.2 million enrollments in college-level credit-granting distance education courses in 2006-07.

The immediate benefits are obvious: Online courses offer flexibility and convenience; and students can usually log in anytime, anywhere. Classes are generally available on an affordable a la carte basis — and with the average yearly tuition at a four-year college creeping over $25,000, cost is certainly a consideration…

Web-based audio curriculums are exploding: Berkleemusic.com, which is largely recognized as the pioneer of online audio education, leads the market with the world’s largest catalog, offering more than 100 accredited courses and 30 certificate programs to more than 25,000 students in 90 countries…

At Berklee College of Music, distance learning tools are a far cry from the mail-in music theory correspondence courses the school offered back in the ’50s, but the goals are the same: to connect Berklee’s instructors and curricula with a global network of musicians. According to Debbie Cavalier, Berklee’s Dean of Continuing Education, the scope and learning outcomes for Berkleemusic.com courses are similar to Berklee’s face-to-face environment, but the path to get there is different. “We’ve structured our online courses to address many different learning modalities,” she says. “Text, audio, video, live chat, discussion board activities, Flash interactions and hands-on projects are all provided throughout the lessons to help students gain knowledge through their preferred learning style.”

At Berkleemusic, students can enroll in individual classes or work toward an intensive three-course Specialist Certificate; four, five or six-course Professional Certificate; or an eight, nine or 12-month Master Certificate. Classes run 12 weeks and cost $995, or $1,195 for college credit. Each week, students work through the lesson material, post questions, upload assignments, listen to and critique each other’s work, answer questions, interact with their instructor, receive feedback on weekly assignments and participate in a weekly class meeting online. “The class community becomes a vibrant online learning environment with lots of communication and musical exchange,” says Cavalier. “Students who are new to Berkleemusic are often surprised by how much they learn, how rigorous the Berkleemusic online courses are and how connected they feel to their classmates and instructor throughout the 12-week term.”

Cavalier adds that Berklee’s online classes are ideally suited to hands-on learning. “For example, a Mixing and Mastering in Pro Tools course may include a lesson topic on applying parallel compression to guitar tracks in a mix,” she says. “Students read about the concept, look at diagrams, watch the instructor demonstrate the technique in a movie file and then try to apply parallel compression with the Pro Tools session provided for that lesson. Each student uploads their version of the technique in their Pro Tools session for the instructor to review and critique.” Files are transferred via DigiDelivery, and students submit mixes as MP3s.

Berkleemusic professor Erik Hawkins, who teaches music production courses such as Pro Tools 110 and Producing Music With Reason from his home studio in Los Angeles, says he strives to keep class content accessible and interesting to all levels of students. “Students who are new to music production can jump in at the basic level with videos and interactive Flash workshops, while more advanced students can dive into discussion questions at more length and tackle the extra challenge portion of a weekly assignment,” he says. “There’s something for every level, and you can pick and choose the materials within a lesson that best suit your personal goals for the topics presented.”

Hawkins spends the first few weeks making sure that everybody understands the basics of the music software programs that the class is working with. “This frees up the remaining weeks for getting creative,” he explains. “For example, beginning in week eight of the Producing Music With Reason course, students start writing and producing their own song that I expect them to have completed, mixed and mastered by the end of week 12 of the course. And in my Remixing With Pro Tools and Reason course, students complete three remix sketches as a warm-up for producing a full-length remix beginning in week seven. It’s an intense ride, but there’s no better way to hone your music production chops than to apply the production techniques that I’m teaching in the lessons to actual projects.”

Terri Winston, executive director of Women’s Audio Mission and professor of Recording Arts at San Francisco City College, says online education is a great way to reach people who wouldn’t otherwise have access to training and to get more people interested in studying audio — but it has its limitations. “They can get introduced to the theory, history and the basic concepts of audio and then hopefully this motivates them to get into a studio classroom environment to learn the hands-on and workflow portion of the craft,” she says. “Now, taking the online concept too far by eliminating the group learning environment makes it too comfortable and prevents students from learning the difficult and critical people skills that are required in this industry.”

Winston believes online learning can augment training, but only a group, in-studio learning environment can teach studio etiquette, workflow, group dynamics and people skills. “One of the most important requirements to be successful in this industry is the ability to work well with people in high-stress situations,” she says. “It’s important for students to get themselves in those environments as often as possible so they can see what this actually feels like and learn what is appropriate behavior. You need to have the adrenaline of getting chewed out on a session to really learn that.”

“There is no substitute for being in the room with great engineers and absorbing their techniques,” Gottleib adds.

That said, the notion of the “real world” is evolving, and smart students are exploring new models of working. “Global collaboration is taking place in all sorts of industries,” says Garcia. “In recording, people are collaborating and working together more without being in the same studio. I think distance education actually prepares you for that new world, where you are working with people who you don’t see, people you are not in the same room with.”

Ultimately, online education is just like most things in life: What you get out of it is in direct proportion to what you put into it. “It is an utter myth that online or distance learning is simply a bunch of resources made available online — it is not,” says Hambly. “What is essential is carefully crafted pedagogical systems where a relationship forms between the student and his or her peers and learning advisor. If potential students find that the courses are without appropriate advisor moderation and guidance, my advice is to stay well clear of them as you will not be getting a valuable educational experience. It is in the interaction, or, ‘social learning,’ where the real learning takes place.”

Read the whole article from Mix Magazine here.

berklee rock school

Berklee College of Music has been creating rock stars for over 65 years. Now, Berklee have teamed up with Rock Band to create Rock School and a collection of online guitar, bass, voice, production and music business courses designed to get people rocking for real!

From the Rockband site – “The time to matriculate at Rock School has arrived! Pick up your axe—the real one, that is—and start acquiring your skills. Join RockBand here every week for the latest video presented courtesy of Berkleemusic, the online arm of Boston’s world-renowned Berklee College of Music.”

rock guitar

You can also listen to an NPR interview with Alex Rigopulos, cofounder and CEO of Harmonix Music Systems, developers of “The Beatles: Rock Band.” Harmonix developed the first Guitar Hero game in 2005, and in 2006 the company was acquired by MTV Games for $175 million. Harmonix now makes the Rock Band games, the first of which came out in 2007.

A new study, released by the US Department of Education, found that many types of online education for a college degree are better at raising student achievement than face-to-face teaching is.

That’s quite a seal of approval.

The big advantage in digital learning is the “time on task,” or flexibility for a student to absorb the content of a subject. Once students are given “control of their interactions,” they can set their own pace. They often study longer or visualize a problem differently. Professors are also forced to design better instructional techniques by the very nature of the technology.

The most effective learning occurs when a school combines e-learning with classroom teaching. Yet for many students, such as stay-at-home parents or those with day jobs or those with low income, online learning is all they can afford in time or money.

The Education Department is making plans to create free, online courses for the nation’s 1,200 community colleges – which teach nearly half of undergrads – to make it easier for students to learn basic skills for jobs. The courses would be offered as part of a “national skills college” managed by the department.

The rapid rise of e-learning may finally help burst the bubble in rising tuition costs, which now average more than $25,000 a year for a degree from a private bricks-and-mortar institution.

Someday the best college teachers in the country won’t need to be confined to one institution but will find their lectures and course materials spread to millions of students at low cost via the Internet. That would be a huge, historic leap in productivity for the education industry.

The US needs more competitive workers with advanced degrees, a goal set by President Obama. In the past decade, the number of university students worldwide is up by nearly half to 153 million. Any country that makes learning more accessible and less expensive through cutting-edge cybertechnology – say, by putting textbooks on devices such as the Kindle – will have a leg up in the global knowledge economy.


Read more from CS Monitor.


Check out Berklee’s Online Music School