MEIEA 2017 - Chicago - Is A Degree in Music Technology a 360 Deal? (Part 3)

On Friday March 31st I gave a paper presentation on Music Technology and Multiple Right Deals (360 deals). The paper asked the question, "Do the factors artist identify as valuable when signing a 360 deal inform students determining the value of earning a MT degree?" To answer this question I first, (Part 1) explained what a 360 Deal is then (Part 2) I explained what students selecting a music technology program should focus on: Educational Philosophy, Fields of Rigor, and Credit Hours and NOT program name or degree type!

The above video explains how factors artist identify as valuable when signing a 360 deal could inform students determining the value of earning a MT degree. Enjoy!

MEIEA 2017 - Chicago - Is A Degree in Music Technology a 360 Deal? (Part 2)

On Friday March 31st I gave a paper presentation on Music Technology and Multiple Right Deals (360 deals). The paper asked the question, "Do the factors artist identify as valuable when signing a 360 deal inform students determining the value of earning a MT degree?" To answer this question I first, (Part 1) explained what a 360 Deal is. 

The second part to consider is "What is a Music Technology Program/Degree?"

Music Technology involves the creative use of technology in a musical or artistic situation and can include:

• Creating New Sounds/Content
• Performing
• Recording
• Programming 
• Electronic (building/repair/use) Devices
• Manipulating Digital Sound
• Mixing/Mastering
• Reproduction/Documentation

When it comes to what a degree in Music Technology is or entails differs based on program. In general the allotment or distribution of credit hours included in the Major VS. Gen Eds and Electives classifies it as a professional degree in music, performance, science, or a degree in Liberal Arts.

Phillips, Scott L. Beyond Sound: The College and Career Guide in Music Technology. Oxford University Press on Demand, 2013

The field of rigor, or area of focus, offers a clearer distinction, of what the focus of a program is based on the degree it awards.

Phillips, Scott L. Beyond Sound: The College and Career Guide in Music Technology. Oxford University Press on Demand, 2013

The name of a program however seems rather useless when determining the area of focus or area of rigor of a program. Notice every degree uses a combination of audio or music or...etc.

Phillips, Scott L. Beyond Sound: The College and Career Guide in Music Technology. Oxford University Press on Demand, 2013

For students selecting a music technology program the FOCUS SHOULD BE on Educational Philosophy, Fields of Rigor, and Credit Hours and NOT program name or degree type!

Students selecting a music technology program often consider aspects of the education like:

• Cost - In state/out-of-state tuition.
• Location - Close to home/ As far away as humanly possible
• Career Goals - what field or area of the industry they'd like to prepare for or train in.
• Educational Philosophy - Does the institution fit their learning style?
• Skills - they have, need, want, or need to further develop.

So can the factors artist identify as valuable when signing a 360 deal further inform students determining the value of earning a MT degree? See PART 3

MEIEA 2017 - Chicago - Is A Degree in Music Technology a 360 Deal? (Part1)

On Friday March 31st I gave a paper presentation on Music Technology and Multiple Right Deals (360 deals). The paper asked the question, "Do the factors artist identify as valuable when signing a 360 deal inform students determining the value of earning a MT degree?" To answer the question one first has to understand what a 360 Deal is.

In 360 deals, Multiple Rights Deals, record labels get a percentage of revenue previously off limits, such as:

• Digital sales
• Tours, concerts & live performance revenue
• Merchandise sales
• Endorsement deals
• Appearances in movies & tv shows
• Songwriting, lyric display, & publishing
• Ringtone sales

In exchange for getting a bigger cut from the artists they represent labels commit to (a) promoting artist for a longer period of time , (b) develop new opportunities for them, (c) pseudo-management, (d) concerned with the artist's entire career not only selling records.

Above are some of the most notable 360 deals if you'd like to learn more:

• Paramore /Atlantic Records
• Robbie Williams's / EMI (2002)
• Madonna & Jay-Z / Live Nation (2008)

Criticism for 360 deals views them as cynical money grabs by labels facing dwindling sales & high overhead more concerned with band branding than quality. However, 360 deals do allow labels to sign different kinds of artists beyond the obsession of recouping investment from album sales and promote longer term goals over the traditional "instant numbers scheme." 

So why would and artist sign a 360 Deal? Artists often will sign 360 deals based on:

• P - Publicity = How will the deal increase their name/profile?
• Ps - Personal Satisfaction = what personal satisfaction will the deal bring?
• Sr - Strategic Relationships = personal/professional relationships as a result of the deal?  
• I - Ideals/Goals = What are the artist's goals for his art career?
• G - Growth = How will the deal grow the artist's art and career?

So can these same factors artist use when contemplating a 360 deal be applied to students considering a degree in Music Technology?

Check out Part 2!