Project Abstract

Senior Seminar Project Abstract

I Thesis:
College record companies exemplify the impact of independent record companies on the music industry through replication, innovation, foresight, and alliance.

II Action Plan:
Through researching and presenting information about the music industry, college record companies, and college record companies replication, innovation, foresight, and alliance; A comprehensive essay will prove the above thesis. In addition to the research portion of the project, a case study will be conducted with Appalachian State University’s student-run record company Split-Rail Records (an independent record company). Documentation of the Split-Rail Records case will be present in the essay portion of the project as well as a multi media accompaniment. Using popular, easily interpreted, graphs, trending models, a SWOT analysis, Porter’s Five Forces Model, and a video documentation of a Split-Rail Records album release project; clarity is the goal.

III Essay Content:
The Music Industry: The essay will begin with a history and overview of the music industry including a timeline, a summary of the music industry’s business model, a spotlight on past and present leaders in the industry, and a description of distribution channels such as publishing, merchandising, recording, booking, touring, and commercial use music. An emphasis will be placed on technology’s role in changing the music industry over the past decades. Ending with a description of the proliferation of independent music companies will segway into the next portion of the essay.
College Record Companies: This portion of the project will describe the history of college record companies and address the recent proliferation of them in the USA. The IRLA will be described and successes will be noted. The support system in place connecting the country’s record companies will be described and successes will be listed. The availability of mentors and guidance from teachers, and industry professionals will be noted. The simple replication of larger music industry companies will be noted as well. Split-Rail Records will be introduced as the case study for this project and a brief history of the company and past successes will be listed.
The Impact of Independent Record Companies: As the main body of the project, independent record company’s impact on the greater music industry has been exemplified through college record companies through four mediums. Replication, Innovation, Foresight, and Alliance. Replication- through direct, smaller scale, imitation of business models and reaction to industry trends. Innovation- through new marketing, promotions, distribution channels, and maneuverable strategies. Foresight- through adopting essential technology, awareness of trends and being chief consumers of their very product. Alliance- through the IRLA, industry outreach, helpful contacts and university support. Split-Rail Records will be used as the case study for this portion of the project.

IV Multimedia Supplement
By presenting a timeline and video of the planning and execution of an album release from Split-Rail Records, the successful marketing and event promotion abilities of a college record company will be witnessed. Combining a timeline from day one of the recording process to the actual launch of the album with pictures, audio and video documentation of the actual event, viewers will have a firsthand account of the album launch process.

V Bibliography
Baskerville, David. Music business handbook and career guide. Thousand Oaks, Calif: Sage Publications, 2001. Print.
Cullinan, Brian. "Music Business." Telephone interview. 22 Sept. 2009.
Doernberg, Mike. "ReverbNation & Audiolife Create the 'Reverb Store', the Ultimate E-Commerce Solution for Artists and Labels in the New Music Business." Pro Quest (2009). Pro Quest Business Wire. Business Wire, 16 Sept. 2009. Web. 22 Sept. 2009. .
Hill, William, Yixin Gu, Elaine Guerra, and Nathalie Corredor. "Music Record Industry: The History: 1900's-1920's." Sociology Department :: Duke University. Duke University. Web. 22 Sept. 2009. .
IRLA Home. Web. 22 Sept. 2009. .
McClure, Chris. "The Music Industry." E-mail interview. 21 Sept. 2009.
"Music Industry Thoughts." Message to the author. 21 Sept. 2009. E-mail.
Waddell, Ray. "'08 Year in Music and Touring :The Rules of the Road." Billboard Lexis Nexis (2008): 24. Billboard.com. Web. 22 Sept. 2009. .
Wangler, Kim. "Music Industry Information." E-mail interview. 21 Sept. 2009.