Designing a Music and Technology Degree for Today’s Digital Entertainment Industry
Dr. David MitchellFebruary, 18th, 2016
www.DavidMitchellDMA.com
DR. DAVID MITCHELL• Published, Award Winning
Composer of Commercial and Experimental Music
• Director of Education at The Atlanta Institute of Music and Media
• Blogger and Public Speaker
www.DavidMitchellDMA.com
MY RESEARCHLooks at new opportunities for musicians in today’s digital entertainment industry.
Explores how music schools can design a music and technology degree to prepare graduates for success.
www.DavidMitchellDMA.com
ABSTRACT• Unlimited opportunities for generating income online.
• Video will account for 80% of global online traffic by 2019.
• Musicians should be skilled in digital music composition, sound design, audio engineering.
• Crowd sourcing, music licensing, streaming, live video concerts, fan art, YouTube channels deliver funding and a following.
• Success or failure of a music school is determined by the ability to find & exploit emerging opportunities.
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THE BIG IDEADigital media is the medium through which our music is most often created, found and heard.
We must learn to master it like we master our instrument.
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WHY MUSIC & TECHNOLOGYStudents Want It
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OUR STUDENTS WANT IT, TOO• Prepares Them for Success in Today’s Market• Helps Them Reach a Global Audience• One of AIMM’s Most Popular Degrees• 54 New M&T Students in One Year
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MUSIC LICENSING OPPS• 80% Video Content Online by 2019
• 2013 Department of Labor Report• Composer – 2nd Fastest Grow Job Market
• Music Licensing Sites (Just a Few)
• Where PR Agencies Go for Music
• The Downside to Licensing• Exclusive vs. Non-Exclusive• They Take a Big Cut Either Way
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LIVE STREAMING & YOUTUBE• Live Streaming
• Megan McGann• 70,000 Fans• “You Mess Me Up” was #14 in UK• £2,000/Month
• Online Videos• Lindsey Stirling • 70,000,000 Views = $350,000• Mando Pony, Auto Tune the News• YouTube Original Movies
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MORE OPPORTUNITIES
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MY PICK IS APPLE MUSIC• 71.5% Revenue to Artists
(More than Spotify)• Not Free• Get Fans Used to Paying for
Music Again
INDEPDENDENT OPTIONS• Publish and Stream From Your
Website
• Upload to SoundCloud • Could Go Offline
• My Website• Composing Lead for
Global Hotel Brand Through Site
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FILM & GAMING OPTIONS• Digital Entertainment Tax Credit: $242 million (07) to $5.1 billion(14)
• Georgia House Bill 956
• Hollywood South • Legislation for Music Studios
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LIVE SOUND OPPORTUNITIES• Live Sound (One of AIMM’s Biggest
Employers)• Churches Stream Services• Need Recording, Live Sound Engineers, Mixing
and Mastering, Music Directors, Musicians & More
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MULTIPLE INCOME STREAMS• Traditional
• Concertizing (Challenging)• Private Lessons (Harder These Days)• Teaching for an Institution• Performing with an Ensemble• Orchestras are Struggling
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MULTIPLE INCOME STREAMS• Music and Technology• All of the Above, Plus…
• Digital Streaming• Music Licensing for Film, Video Games, Ads & Online
Videos• Recording Engineer• Live Sound Engineer• EDM and Electronic Music• Post Production Including Sound Design and Foley
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MUSIC CAREERS MORE VIABLE• I’m More Optimistic Today• Studios No Longer Own The Market• Be Creative to be Successful• Take Advantage of Online Opportunities
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CMS OPEN DISCUSSION • Open Discussion Forum
Responses (March 15th)
• Roughly 1/3 of Respondents Offer Music and Technology
• Schools Haven’t Caught Up to The Demand
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WHAT IS A M&T DEGREE?• NASM’s Guidelines
• Bachelor of Music in Music and Technology• 25-35% Technology• 25-35% Music (basic
musicianship, performance, music business & supporting classes)
• 25-35% Gen Ed.
• With a Focus In…
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• Some Traditional Classes Will Have to Go…
CHALLENGES• Keeping it Musical
• Infrastructure Expense
• Will You Provide a Tech Kit?• AIMM vs. SAE• We Do Both• $3,500 with software
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SOFTWARE AND EQUIPMENT• Logic vs. Pro Tools• Ableton (Primarily Sequencing)• Finale or Sibelius• Plugins• Microphones• Cables (Studio Interconnection)• Outboard Equipment Including Mixing Board, Power
Amps• Project Storage – Dropbox Backups, External Hard Drives
for Students• What Do They Need To Succeed vs. Cost
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DESIGNING A DEGREE• Look at Job Opportunities for Placement
• What Skills Do Graduates Need to Fit the Market?
• Decide What Classes to Offer Based on Their Required Skill Sets and Learning Outcomes
• We Designed Our Degree to Fit Georgia’s Film &Video Game Market
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AIMM’S AAS TECH OFFERINGS
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AIMM’S TAILORED GEN ED
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BIBLIOGRAPHY
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1. Atlanta Institute of Music and Media. “Music and Technology Degree…” www.aimm.edu (accessed February 17, 2016).
2. NASM. “Handbook 2015-16.” http://nasm.arts-accredit.org/ (accessed February 12, 2016).
3. Ritchey, Julia. “Georgia Legislative Committee Explores Increasing Post-Production Incentives.” Savannah Now: Savannah Morning News (Fall, 2014),http://savannahnow.com/exchange/2014-12-04/georgia-legislative-committee-explores-increasing-post-production-incentives# (accessed February 17, 2016).
THANK YOU
www.DavidMitchellDMA.com
Websites:www.davidmitchelldma.comwww.davidmitchellmusic.com
Blog:www.themusiccompositionblog.com
YouTube:https://www.youtube.com/user/davidguitar671Or Just Look Up Dr. David Mitchell
Twitter: @Music_comp
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