Dr. Marc Reynolds Performing Arts Studio

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Music Business: Think Like the Owner (And Start Now)

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Day 12 Topic 1

You’re not just in the industry—you operate in it. Our job today: turn your artistry into a simple, repeatable system you can run this quarter. Opera singers, MT performers, directors: same game, different uniforms. We’ll build small, ship fast, and iterate—because momentum compounds. And yes, keep training for traditional auditions, YAPs, and company seasons. Do those well. But you can also create revenue and relationships this week—and that early traction accelerates your “real-world” success. Work begets work. 

Why It Matters

Artists who think like owners make clearer choices and open more doors. The Future of Music Coalition’s multi-method study mapped the many ways professionals actually get paid—tickets, teaching, commissions, grants, memberships, sync, and more. Treat your career like a small business: specific offer, clean delivery, and tight feedback loops. 

The 4-Box Model (Quarterly)

1) Product (your repertoire/services)

Decide what you’re “selling” this quarter:

  • Singers: a 35–45-minute program you can take to salons, churches, schools, galleries; an MT audition-book refresh that actually books.
  • Directors: a scene lab you can remount; a clean, 10-minute composite reel of your staging. Your EPK should bundle short/long bios, photos, video, press, and contact so bookers don’t have to hunt. Keep it concise, scannable, and streamable. 

2) Distribution (where it lives)

Two channels win early: Live (small rooms you can fill) + Digital (your site/EPK + YouTube/IG/TikTok). Make the EPK turnkey: short bio, hi-res photos, 2–3 strong videos, and obvious contact/booking info. 

3) Marketing (story → proof → ask)

Above the fold, give me: one-line promise, a 30–60s reel, and a clear CTA (“Request availability”). Users still spend most viewing time above the fold, and attention falls fast—so earn the scroll with your offer. 

4) Ops (calendar • budget • contracts)

Put dates and dollars on paper. Use a simple project budget for each program and get usage terms in writing—photographers, venues, and collaborators typically license rights; ownership and usage aren’t the same. 

“Traditional Path” + “Now Path” (Do Both)

  • Traditional: prepare for company seasons, YAPs, and competitions; follow posted audition specs; keep your rep current. (OPERA America and affiliated networks publish up-to-date guidance and recommendations.) The goal at the start is to perform as often as you can to get experience. Don’t forget that your current network of teachers, friends, and family probably knows more people than you realize. Ask them who they can connect you with or put you in front of. If they balk, then ask them what you would need to do for them to feel confident putting you in front of one of their contacts.
  • Now: in parallel, run a small, direct-to-audience offer (salon concert, school show, paid livestream), polish a 45-second reel, and start outreach. Iteration beats waiting—ship, learn, adjust. Bring people along your journey. Social media audiences like to watch transformation. Build your audience as you go. Having an existing social media following can only help your prospects in the traditional venues.

Three Revenue Experiments (Pick ONE This Quarter)

A) Direct-to-Fan Drop (Bandcamp)

Release a limited “Live Takes” EP (4–6 tracks) with a one-page PDF program. Bandcamp fees: 15% on digital (drops to 10% after $5,000 in sales over 12 months), 10% on physical + payment processing (≈4–7%). You get paid quickly, with transparent rev-share. 

Micro-plan:

  • Record live in rehearsal, light master.
  • Upload with one standout track first in the list.
  • Publish on a Bandcamp Friday if timing allows; then send your EPK to three local presenters with that track. 

B) House-Concert Micro-Tour (3 living rooms)

Private, invitation-only house concerts live in a gray zone; once you advertise publicly or ticket broadly, venue PRO licenses (ASCAP/BMI) generally apply. Keep it truly private, or when unsure, ask the PRO or a local Volunteer Lawyers for the Arts. 

Run of show: 2 x 20-minute sets + mingle; suggested donation or host underwriting; capture one great video for your reel.

C) Grant Sprint (one submission)

Shortlist one funder and ship a draft. The NEA’s Grants for Arts Projects page shows deadlines and structure; your state arts council and Candid/Foundation Directory (often via library access) expand options. 

New Lane: Soloing with Local Orchestras (Yes, Reach Out)

You don’t need to wait for a manager to pitch you. Many regional/community orchestras book vocal soloists for pops, holiday, and oratorio programs. Who decides? Artistic planning with the music director—exactly the people listed in League of American Orchestras resources. Use that org’s ecosystem to identify ensembles and their staff, then write a useful, specific, brief note with a 45-second reel. Work begets work. 

Find contacts (practical trail):

  • Start with the League of American Orchestras (member pages, constituency groups, news, Jobs Center links). From there, hop to each orchestra’s site → “Artistic Planning,” “Administration,” or “Contact” pages. 

Email template (copy/paste):

Subject: Soprano for [Your City] pops/holiday/oratorio — 45-sec reel inside

Body:

“Hello [Artistic Planning/Conductor Name],

I’m a [voice type/director] based in [city]. I specialize in [lane: e.g., lyric soprano for oratorio/new American]. Here’s a 45-second reel and a one-page EPK. I’d love to be considered for [specific program type: Handel’s Messiah selections, pops, opera highlights]. I can also bring a turnkey 35-minute set for education/community engagements the same week. If that’s useful, I can send a 3-program menu with timings.

Warmly, [Name] [link + mobile]”

Why this works: you’re speaking to the people who actually plan programs and book soloists. (See “Artist Booking” in orchestral org charts.) Keep it short; make the next step frictionless. 

The 90-Day Micro-Plan (Fill-In Template)

  • Goal (1 sentence): “Book 3 paid recitals by Dec 15” / “Land 1 orchestra solo and 2 salon shows.”
  • Product: 40-minute program (e.g., French set + new American song) or Director’s scene lab (two scenes you can remount fast).
  • Distribution: EPK live; email 2 presenters or orchestras/week; one monthly studio salon.
  • Marketing: 45-sec highlight reel above the fold; a 6-post BTS series documenting a piece you’re polishing. (Hook in the first few seconds—platform guidance aligns on early hooks for retention.) 
  • Ops: Budget (rehearsal/pianist/media/space), target gross $1.8k; contract templates; weekly admin and outreach blocks.
  • Review cadence: Build → Measure → Learn monthly; change one variable per sprint (price, program length, subject line). 

Budgets, Pricing, and Contracts (Crash Kit)

Mini-budget (first pass):

  • Income: fee/tickets, suggested donations, teaching add-ons, merch.
  • Costs: pianist/rehearsal, space, media, travel, admin, contingency 10%, licensing if public.
  • Break-even: total cost ÷ avg ticket (or fee) = seats/units needed → adjust venue/format/price.

Usage & licensing (watch-outs):

  • Headshots/press photos are often licensed, not sold—confirm scope (web/press/EPK/prints) in the photographer’s agreement. 
  • Public performances require venue PRO licenses (ASCAP/BMI/SESAC). Don’t rely on hearsay; read the org’s guidance or call. 

Weekly Rhythm (Protect the Engine)

  • Mon: batch content (reel updates, EPK tweaks).
  • Tue: outreach (presenters/orchestras; 4 emails).
  • Wed/Thu: rehearse and film 45-sec excerpt.
  • Fri/Sat: perform or micro-record; collect assets.
  • Sun: admin + metrics review (opens, replies, watch time). This keeps you in a build–measure–learn loop without burnout. 

Common Mistakes (And Fixes)

  • Waiting to be “ready.” Fix: ship a tiny version this week, then iterate. (That’s the point of MVPs.) 
  • Vague websites. Fix: rewrite your hero section with promise, 45-sec proof, and a booking CTA above the fold. 
  • No written terms. Fix: confirm usage rights and deliverables in writing (press photos, audio/video, cancellations). 
  • Skipping the orchestra lane. Fix: identify 10 local/regional orchestras, find artistic planning contacts, and send a concise, lane-specific pitch with a reel. 

Templates You Can Steal

EPK one-liner (homepage hero):

“I help [audience] feel [result] through [sound/story] — bookings here.” Put a 30–60s reel beside it. 

Presenter pitch (email):

Subject: 35-min [program title] for your [series name] — 45-sec reel

Body: 3 lines: promise, proof (reel + 1 quote), ask (dates/fee range), signature + EPK.

House-concert host pitch (text):

“Want to host a 40-minute living-room concert next month? You invite ~15 friends; I bring program and cleanup. Optional donations cover pianist & travel. 45-sec reel + sample setlist here. If yes, I’ll send a private RSVP link.” (For public/ticketed events, ask about PRO implications.) 

Orchestra/conductor note (email):

“Hi [Name], I’m a [voice type/director] in [city]. Here’s my 45-sec reel + EPK. If a [Messiah/pops/opera highlights] slot opens, I can step in with clean charts and community add-ons (school visit/salon). Happy to share 3 program menus with timings.” (Use League resources to discover the right contact.) 

Assignments (48 Hours)

  1. Pick one revenue experiment (Bandcamp drop, house-concert trio, or grant sprint) and schedule the first step. 
  2. Flip your homepage: promise + 45-sec reel + booking CTA above the fold. 
  3. Make an orchestra list (10 targets) and send two concise outreach emails with your reel. (Use League resources to locate planning contacts.) 

Remember: keep audition prep sharp for YAPs and seasons while you run these experiments. The data you create—emails, clips, small wins—feeds your bigger opportunities. Work begets work. 

Sources / Further Reading

  • Artist revenue streams: Future of Music Coalition, multi-method study. 
  • EPK contents (checklists & examples): Bandzoogle; CD Baby DIY Musician; ReelCrafter. 
  • Above-the-fold attention: Nielsen Norman Group (attention & fold manifesto). 
  • Bandcamp fee structure: Bandcamp Help Center (fees + processor fees). 
  • Licensing basics: ASMP (photo usage/licensing); ASCAP/BMI (public performance licensing). 
  • YAP/audition resources: OPERA America guidance and recommendations. 
  • Lean Startup loop: official principles. 
  • Orchestral artistic planning & contacts: League of American Orchestras resources; orchestral org charts (artist booking). 

(You’re the artist and the owner. Start small, start now, and keep iterating.)

References & Further Reading

How pros actually get paid

Lean iteration (build–measure–learn)

EPK (electronic press kit) & website

Above-the-fold clarity (UX evidence)

Direct-to-fan revenue & fees

Licensing & small-venue compliance (house concerts, ticketed events)

Grants & legit funding pipelines

Orchestra outreach (work begets work)

Artist-friendly legal help (contracts, licensing, releases)

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