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Southern Cross University
A new way to think 
School of Arts
Tweed Heads
Music Business Summer Seminar 2005
 
 
SCHOOL OF ARTS
www.scu.edu.au/music
Dates and Venue
The two-day seminar program will be held Saturday January 8 and Sunday January 9 at the Tweed Heads Campus of Southern Cross University (Brett St, Tweed Heads).
Who is the Program For?
The program offers an accredited University unit in Music Business relevant to:
• people working in the recording, publishing and promotion sectors of the music industry.
• self-managed artists wanting to develop their business skills.
• students from other university courses* where this subject is not available.
*Students wishing to obtain credit for the unit should obtain cross-institutional approval
 from their institution prior to enrolling.
The Program
• covers traditional and new ways of marketing live and recorded music and the basic legal and business knowledge required to manage a music act, label, concert promotion
business or other music business project.
 
• includes examination of standard music industry contracts and the processes
 involved in independent releases.
 
• is designed as a self-contained seminar, and delivers the lecture content of the
unit Music Business (MUS00611) – a compulsory unit in the Bachelor of
Contemporary Music Degree at Southern Cross University.
 
• has no educational prerequisites.
 
• allows students to enroll in either the two-day seminar only, or to complete the full
University unit through further external study (a comprehensive study guide and
book of readings is provided for the additional studies). In order to complete the
 university unit students will need around 100 hours of private study (in addition
 to the summer seminar) and must submit three assignments for assessment.
Assignments include the creation of Business and Promotional Plans for a new
music business project – which may include staging a tour, releasing a CD or
setting up a label, agency or other music business.
Presenters

Alan Gordon has been involved in a variety of roles in the music industry
- including work as a musician and in staging, marketing and promotion.
He also has experience in commercial fi lm and television production, as
well as in radio and the print media. He has applied skills acquired through
his diverse professional experiences to the benefit of numerous solo and 
group acts to whom he has provided artist management and consultancy
 services over almost twenty years. Since 1993 Alan has focused on teaching and
writing. He has developed several popular short courses, developed and
coordinated music industry programs for TAFE, and lectured in music
business at Southern Cross University. He has also written a number of widely-used
 educational resources - including the book Music Industry Management and more
than a dozen study guides.
Sally McPherson (LLB) is a music lawyer at McPherson Solicitors, whose current
and former clients include INXS, Kylie Minogue, Eskimo Joe, Tina Arena, The Sleepy
Jackson, Michael Chugg Entertainment, and others. In addition Sally is hosting the first
Independent Musicians Conference in Byron Bay in March 2005; is a consultant to a local
music industry association; runs Jaynie Records, the label releasing Dirty Skanks; and
teaches music business studies at Southern Cross University and the School of Audio
Engineering (SAE). Sally was previously employed by Michael Brereton & Co Solicitors,
advising a host of celebrities, as well as the Mushroom Group of Companies, MP3.com. Disney
 (music division), and theatre productions such as Buddy – the Musical, Sweet Charity, and
Jolson. Sally has also held the position of General Manager at Michael Chugg Entertainment,
Manager of Business Affairs for the PolyGram Group of companies in Canada, assistant music
publicist  at Patti Mostyn Publicity, and assistant at Ralph Carr Management.

 
Fees                                                         Standard    Early bird rate(payment by 10 Dec 04)
Two-day seminar                                                         $ 390                 $350
(Lunch, morning and afternoon tea included).
Complete university-accredited unit
(two-day seminar plus external study                         $ 950               $900
 and assignments)
Accommodation
Participants are responsible for their own accommodation. There are numerous motels, caravan parks, guest houses etc located close to the SCU Tweed campus. The program is offered in the peak holiday period, so it is advisable to secure accommodation early. Tweed and Coolangatta Tourism (1 800 674414) provide a free booking service.
Program Outline

SATURDAY JANUARY 8

9:30 – 9:45  Welcome by Dr Jon Fitzgerald
9:45 – 10:30
Alan Gordon
Overview of the Music Industry
Provides a brief history of the industry’s development and an examination of current trends.
10:30 – 10:45 Morning tea
10:45 – 11:30   Alan Gordon
Doing Business
Covers the business and compliance issues affecting artists and related music businesses.
11:30 – 12:30   Alan Gordon How music is Marketed 1 – Distribution
Describes the channels of distribution for live and recorded music and outlines the process
from creation to point-of-sale.
12:30 – 1:30 Lunch
1:30 – 2:30  Sally McPherson Copyright
Delivers a practical explanation of copyright and its application in the music industry.
2:30 – 3:45   Sally McPherson Publishing
Describes how publishers acquire, administer and market songs and compositions, and
covers the usual terms of songwriter agreements.
3:45 – 4.00 Afternoon tea
4.00 - 5.30 Sally McPherson Recording contracts
Outlines traditional and new forms of recording contracts, including master license forms
and inter-label agreements

SUNDAY JANUARY 9

9:30 – 10.15     Sally McPherson Working with promoters.
Outlines the nature of the relationship between artists (and their management) and
promoters. Describes the planning and development of music promotions.
10:15 – 10:30 Morning tea
10:30 – 11:30  Sally McPherson Merchandising, sponsorship and endorsements.
Outlines the form and terms of agreements to exploit the artist’s name and image.
11:30 – 12:30  Sally McPherson Business planning for artists
Covers business structures and planning, as well as building a legal and financial team
12:30 – 1:30 Lunch
1:30 – 2:30    Alan Gordon How music is marketed 2 - Promotion and publicity
Outlines the variety of methods and media used to promote music events and recorded
product.
2:30 – 3:15   Alan Gordon Media relations and airplay
Covers print, broadcast and online media, designing promotional materials, and promoting
to radio for airplay.
3:15 – 3:30 Afternoon tea
3:30 – 5.00 Alan Gordon Workshop – Assess an act for promotion and develop appropriate marketing strategies
Students view videos of selected contemporary music acts and discuss these from a
marketing viewpoint.
Registration
Further information
General Enquiries
Secretary
School of Arts
Southern Cross University
02 66203831
Email: arts@scu.edu.au
Academic Enquiries
Associate Professor Jon Fitzgerald
Contemporary Music Program Leader
02 66203856
Email: jfi tzger@scu.edu.au
About the SCU Bachelor of Contemporary Music Course
Southern Cross University has the most established contemporary
music program in Australia, with more than fi fteen years
experience in educating students to take part in the contemporary
popular music industry. The music program is housed in a modern,
purpose-designed building with a range of recording studios,
performance spaces, teaching and practice facilities, and the
Bachelor of Contemporary Music degree is a hands-on industrybased
course with a choice of specialisations in performance,
composition and music production. Students can also opt to take a
secondary music teaching pathway through a combined music/
education degree or study a double degree in music and law.
Postgraduate options are also available.
 
For further information visit www.scu.edu.au/music