Summit 2015, Austin TX
Monday & Tuesday, March 23-24, 2015

Session 1: Monday 10:15 IPO Room
Moderator: Bruce Ronkin
David Philp
Assistant Professor, Music Management & Popular Music Studies
William Paterson University

Magical Mystery Tour: Lessons For Today’s DIY Musicians From The Beatles’ Self-Managing Failures

As artists, The Beatles are arguably the most popular musical group of all time. This doesn’t mean they were infallible. As businessmen, the poor decisions of John, Paul, George, and Ringo clearly showed their weaknesses as individuals and as a group. The purpose of this paper is to describe the mistakes The Beatles made in the short time between their manager Brian Epstein’s death in August, 1967 and John Lennon’s signing with a new manager, Allen Klein, in January, 1969. This 17-month period was musically a creative whirlwind for the band. It was also the beginning of their demise. This time period gave rise to inflated egos, depression and drug use, personal growth, poor communication and ignorance; these issues taxing the band in more ways than they could understand. When it was over, Klein presided over a disbanded collection of individuals who proceeded to sue and counter-sue each other (and Klein) for years. Today’s DIY musician culture can learn more from The Beatles than how to write, arrange and record memorable songs. This study will delineate those lessons so musicians and artists can learn from the blunders and misjudgments made by this iconic band.

Stan Renard
Lecturer of Music Industry
Colby College
Adjunct Faculty of Marketing and Management
Eastern Connecticut State University

Music Brand Marketing Strategies: A Review and Analysis of Current Practices

Music brand marketing strategies have been at the center of change and many innovations in recent years. This paper accounts for brand marketing strategies currently in use by megabrands, music companies and artists. In addition, the author provides a brand analysis addressing the relevance of brands within the music industry and how brands have been affected by new advances in technology and current consumer behavior patterns. The author undertakes a comprehensive literature review on branding and music brand marketing, followed by an analysis of a large sample of music-related brands. The findings of the analysis are then synthesized within an integrated model presenting current branding strategies in use between the music industry and megabrands as a measure of artist involvement and company investment levels.