To be successful in today's music industry, you have to optimize every revenue stream possible. Not only does an effective tour kick-start your marketing and promotion engine, touring also continues to be the major source of income for bands large and small – from independent artists playing club dates to The Rolling Stones, Bruce Springsteen, and Radiohead's arena shows. The touring industry also employs thousands of professionals in every support role imaginable. For anyone with a career interest in the music industry, it's indispensable to have a thorough understanding of how these diverse parts work together.
Concert Touring will teach you the essential components of a successful tour: assembling a management team, putting together a plan that works for your particular situation, typical types of industry deals, alternative streams of income, and who gets paid what in the end. At the same time, you'll learn effective merchandising and promotion techniques, the ins and outs of sponsorships, and the technical side of touring: stage plots, sound and lights, and how to settle up the show when the music's over. The course provides working musicians, aspiring artist managers, booking agents, publicists, merchandisers, concert promoters and entrepreneurs with a detailed overview of the complete touring and music merchandising process, from start to finish.
By the end of this course, you will:
- Understand the preparations and logistics involved in developing, budgeting, and executing everything from individual performances to entire tours - from start to finish.
- Identify all the different players and their specific roles in the touring industry.
- Understand typical types of touring deals and alternative revenue streams.
- Learn the terms and concepts used in the concert and touring industry.
Lesson 1: The Touring Artist: In Search of Fame and Fortune
- Overview of the Current Touring Industry
- What Does Touring Mean for an Artist?
- Revenue Streams in Touring
- How Do We Measure Success?
Lesson 2: Consulting the Management Team
- To Serve the Artist
- Managers: The Communication Link
- Agents: We Sell Your Show
- Club Owners, Promoters, Event Organizers—The Buyers
- The Multitudes Who Work Behind the Scenes
Lesson 3: Putting Together a Plan
- Your Goals as a Band/Individual
- Your Short and Long-Term Goals
- Press Kits
- Working with an Agent vs. Going It Alone
- Making Contact
Lesson 4: Offers, Contracts, and Deals
- Dissecting a Contract
- Applying the Contract to the Touring Industry
- Putting Contracts and Offers into Context
- Weighing Different Types of Deals
- Deal Terms and Concepts Used to Predict Potential Earnings
Lesson 5: The Tour Budget
- Why Do I Need to Create a Budget and What Does It Tell Me?
- Projected and Actual Budgets
- Who Creates and Maintains the Tour Budget?
- Tour Budget Categories and Subcategories
- Analyzing Budgets for Possible Savings and Shortcomings
- The Argument for Tour Support
Lesson 6: Ticketing—Pricing, Scaling, and More
- How Are Ticket Prices Determined?
- Scaling the House
- What Other Charges and Fees Are Included in the Ticket Price?
- New Trends in Ticketing
- Thwarting the Ticket Scalper
Lesson 7: Merchandising
- The Merchandiser
- Merchandise on Your Own
- Preparing a Sound Merchandising Plan
- Tour Merchandise Hall Deals
- Fighting Illegitimate Merchandise
Lesson 8: Sponsorships, Endorsements, and Promotion
- The Pros of Sponsorships and Endorsements
- The Cons of Sponsorships and Endorsements
- Creating Your Own Sponsor, Brand Your Own Product
- Need to Start Somewhere
Lesson 9: Beyond the Deal: Riders, Stage Plots, and All That's Technical
- The Smoking Gun.com
- Advancing and Routing—Itineraries
- Sound and Lights
- Trucks and Busses
Lesson 10: Where's My Crew?
- Tour Manager, Road Manager, Accountant
- Production Manager, Stage Manager
- Sound, Audio, Riggers
Lesson 11: Show Day: From Load In to Load Out
- Load In
- Sound Check
- Load Out
Lesson 12: Settling the Show
- Who and What to Expect at Settlement
- Calculating Gross and Net Revenues
- Show Expenses
- Arriving at the Bottom Line
- Calculate the Bottom Line
- Handling Disputes
Author & Instructor
John Czajkowski has been active in the concert touring industry for nearly a decade now. He has fulfilled the roles of tour manager, tour accountant, production manager, and road manager, giving him a broad overview of the touring industry. The roster of artists he has worked for includes Bruce Springsteen, Shania Twain, Ringo Starr, the Strokes, and Oasis, among others. Czajkowski manages tours and settles shows of all sizesfrom small theatres to massive stadiums. He currently maintains a busy touring schedule, traveling worldwide at the requests of artists, agents, and business managers seeking his vast background and expertise.
As a summa cum laude graduate of Berklee's Music Business/Management program, Czajkowski maintains a passion for music that equals his ambition to succeed in the music business. He is often invited to speak at Berklee campus events and on industry panels. Recent panels include "Keep It Live" at Berklee College of Music, "Music Biz on the Bayou" at Loyola University, and "Getting a Job in the Music Biz" for the New England Music Organization (NEMO). A former student of Associate Professor Jeff Dorenfeld, Czajkowski feels that it is imperative to provide students with as many "real-life" scenarios as possible in order to create a learning experience that is in touch with today's realities.
Prior to his shift into the touring/entertainment industry, Czajkowski was employed as a product team specialist in the high-tech industry for more than ten years. Living for extensive periods abroad in Germany and Japan prepared him for the life on the road that he now maintains. In doing so, he has had the unique opportunity to have lived and worked with people throughout the world. He continues to enjoy the journey.
Author & Instructor
Jeff Dorenfeld is a professor of Music Business/Management at Berklee College of Music. He has more than twelve years experience in higher education and more than thirty years experience in the music industry. During his tenure at Berklee, Dorenfeld has been the recipient of the President's Award for Leadership and the Dean's Award for teaching excellence. As faculty advisor for Berklee's student-run record label, Heavy Rotation Records, he negotiated a recording contract with Epic/Sony Recordsthe first-ever college label and major label collaboration. The contract established the $100,000.00 Epic scholarship for Music Business/Management majors at Berklee.
Prior to teaching music business, Dorenfeld was the personal manager of the multi-platinum band Boston. Under his management, the band had a No. 1 Billboard charting album and a $25 million grossing tour. Dorenfeld directed all long-term strategic planning and successfully negotiated multimillion dollar contracts with major corporations in the music/entertainment industry. Prior to managing Boston, Dorenfeld was tour coordinator, tour accountant, and lighting designer for platinum artist Sammy Hagar and performed tour accounting for multi-platinum artist Ozzy Osbourne. Concurrent with his entertainment management responsibilities, he was asked to turn around Scholz Research and Development's manufacturing facility in 1982, producing the electronic audio signal processor, the Rockman. He eventually became vice president of this multimillion-dollar corporation with full P&L responsibility, reporting directly to the CEO/president.
Dorenfeld has been a guest speaker at MCA/Universal Music Conventions and moderated panels on the subject of touring at the Music & Entertainment Industry Educators Association and NEMO Music Festival in Boston. Dorenfeld has been interviewed for television, radio, and several publications including the New York Times, London Times, Boston Globe, Billboard, Hits, Chronicle of Higher Education, VH1, Oxygen, National Public Radio (NPR), Apple's Macintosh on Campus, and Microsoft's Mactopia Web site.
A New Jersey native, Jeff Apruzzese got his start playing bass in jazz trios and punk rock bands around the Jersey Shore before studying music business/management at Berklee. He cofounded Passion Pit during his last semester, and after he graduated, the band signed with indie label French Kiss Records and moved to Columbia Records within a year.
During his tenure in Passion Pit, the band released three full-length records, one of which debuted at No. 4 on the Billboard charts, and toured around the world, headlining iconic venues such as Madison Square Garden and the Hollywood Bowl, and appearing on Saturday Night Live, The Late Show with David Letterman, and Late Night with Jimmy Fallon. After spending nearly eight years on the road, he was ready for a change, and became a publicist at Girlie Action Media in New York City, before taking on a new role with the Berklee Popular Music Institute.
No textbook is required. There will be suggested readings from provided articles and Web sites. In lieu of the cost of a textbook, the student will be required to visit a concert performance as part of their final project.
- OS X 10.9 Mavericks or higher (click here for system requirements)
- Latest version of Chrome (recommended), Firefox, or Safari
- Windows 7 or higher (click here for system requirements)
- Latest version of Chrome (recommended), Firefox, or Edge
- 2 GB RAM (4 GB recommended)
- 500 MB hard drive space
- Speakers or headphone
- Internet connection with at least 4 Mbps download speed (http://www.speedtest.net to verify or download the Speedtest by Ookla app from your mobile app store)