Music Writing music

Business &
Career
2020 - 2021
Bookkeeping
Cv
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Tour
Video Networking
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Promotion

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Education
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 Introduction semester 1
Dear Musicians, dear Students, The MB&C sessions are fundamental for your development as an
artist and we are convinced you will enjoy the ride. We do too!
Welcome to the Music Business & Career adventure. On behalf of the whole Music Business & Career team I wish you
We as a team proudly present the curriculum we designed a very enjoyable season,
especially for you. Before you go through this booklet, I would
like to give some more details regarding the origin and goals of Kind regards
the CvA Music Business & Career department. Co de Kloet

The main reason for these lessons is to further develop the

link between our institute and the actual work field. The main
fundament for that within the MB&C sessions/lessons is your
identity, promotion material and network. Of course it starts
with your music and talent. We provide you with as many tools
as possible to create a place for your unique talent in the music
world.

All members of our MB&C team have a lot of experience in

dealing with the purity of the music itself and the sometimes
harsh and cold factors we meet in the “work field”. Dealing with
these aspects of the music business is actually a lot of fun. You
will find that the way we work on your musical identity in relation
to matters like pictures, videos, websites, bookkeeping, taxes,
problems at gigs, writing your biography and working with
club owners is stimulating and effective.

Being an experienced member of the “workfield” as a radio

producer and presenter, I recognise the importance of the MB&C
course and I am confident that the way we will present it to you at
the CvA is profound and exclusive.

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 The MB&C Teachers
Co de Kloet (general coordinator, mentor) René Brijker (mentor)
[email protected] [email protected] www.renebrijker.nl
www.zivasound.com Guitarist and teacher. Performed in and outside the
Besides his work at CvA Co is a music producer and Netherlands. Recorded and released several cd’s with various
presenter for NTR, Dutch Public Radio & Televison, groups . He wrote a 1300-page guitar method and several
as well as an independent producer for his cottage digital and interactive guitarbooks. As a guitar teacher he
industry called Zivasound. Currently he is working on new projects with teaches jazz and pop and bandlessons. He’s a teacher at
Steve Vai and Dweezil Zappa. the pop en jazz department (CvA) and designs promotional material (flyers,
posters, etc). Produced his own cd recordings and promovideos.
Jaco Benckhuijsen (producer, mentor)
[email protected] Tineke Postma (mentor)
www.jacobenckhuijsen.com [email protected] tinekepostma.com
Graduated as a jazz pianist at the CvA. Saxophonist and composer, she tours internationally
Worked as a record producer, arranger and musical leader as a leader and featured guest. She released seven CD’s
in the area of pop music and music theatre, on tour as well as a leader which have been received with great critical
as in the recording studio. Organized musical projects acclaim. Tineke received various awards such as an
for big organizations. Then switched to his own projects. Edison National Category (2011) for CD “The Dawn of Light” and the prestigious
His solo travels around the world and writing skills enabled him to become Buma Boy Edgar Award (2015). The Downbeat Polls listed Tineke as Rising Star
an author at Uitgeverij De Geus. His book about solo kayaking in remote in the soprano category 2019. Tineke plays on two Grammy awarded CD’s by
places was released last year. Jaco is now developing a film concert with Terri Lyne Carrington and Dianne Reeves and toured with artists/groups such
images from these places.” as Kenny Barron, Terri Lyne Carrington, Esperanza Spalding, Dianne Reeves,
Geri Allen, the Metropole Orchestra. Tineke studied at the Conservatory of
Amsterdam and Manhatten School of Music (2002) and lived in NYC from
Bodhi Sykora (mentor) 2009-2013.
[email protected] www.bodhisykora.nl
Performed throughout Europe with several orchestras David de Marez Oyens (advisor)
and bands. Teacher conservatory, pop and jazz [email protected]
department. Recorded and released several cd’s with Ensemble coordinator and bassteacher at the Jazz
various groups. Vocal coach, band coach, conductor of department of the CvA. Performs in and outside Europe
choirs. as a sideman as well as a co-leader with different projects
from small clubs to large festivals. Recorded LP’s, CD’s, DVD’s in a great variety
of styles, also multi-disciplinary productions. Worked on different courses for
CvA Online.

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 Index
Program and dates:
Content:
Getting started
Introduction. Investigate your inspiration and choose
Click to go directly to the corresponding page: your own project.
September 10th until 24th (3 lessons), 11:00-13:00
Page 5: An overview of the program
Your project idea
Page 7: Getting started Present your project idea to the group.
October 1st and 8th, 11:00-13:00
Page 8: Your project idea - On the move

Page 9: The Campaign - Midterm presentation

On the Move
Group sessions dedicated to the specifics of your project.
Page 10: Assignment list October 22nd, 11:00-13:00

Page 12: Example project planning

The Campaign
Page 13: Calendar Guest lectures about promotion and publicity.
October 29th till December 3rd.
11:00-13:00

Midterm presentation
December 10th till December 17th.
11:00-13:00

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 An overview of the MB&C program
Within the Music Business & Career course, you are expected to • Obviously, the heart of the project should be music in some form: a
work on a project and attend meetings of several types. All your recording, a concert, a workshop, or whatever you are inspired to do.
Music Business & Career activities are centered around these two • Developing a project takes time and energy. It is therefore important
main constituents. that you choose a project that you feel committed to.
• Examples of frequently chosen projects: a tour; a record release;
Project a workshop. Examples of infrequently chosen project: a multi-
1. Organize a musical project: content, organisation, promotion, disiplinary project; a concert review blog; a benefit concert.
money...
2. Create a promotional portfolio. Create a portfolio
3. Write a plan, report and keep an administration of your project. It is obligatory for every student to create a promotional portfolio related
to the project. This portfolio should at least contain:
Meetings • A biography or promotional text
4. Attend group lessons and lectures. Make the assignments • Visual material (picture and/or video)
related to these lessons. • Audio material (demo, live, studio recordings)
5. Present the ideas and progress of your project to your fellow • Online promotion (website, social media)
students. • Curriculum Vitae
6. Get project support from your mentor during individual
appointments. Plan/report/administration of your project
These assignments are meant to help you stay organized and communicate
Organize a musical project your plans and results.
Your project should meet the following criteria:
• You have an active part in the organization of the project: Group lessons and lectures
initiative, planning, money etcetera. These sessions will provide you with information, exercises and tips on
• The project is made known to the outside world through forwarding your musical career. Topics include publicity, networking,
promotion activities and/or through a concert/release/ visual styles, etcetera. Please note that there is a minimum attendance
workshop/presentation. required; see below.
Please note: You are totally free to decide your type of project, as
long as it meets the above criteria. Presentations
• Choose a project that will help you take the next steps in your In a total of 3 presentations, you can train your presentation skills by
musical career. Your teacher/mentor can help you choose a sharing the progress of your project with your fellow students.
suitable project for you.
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 Practical skill courses (semester 2) As a matter of respect to our guest teachers and your fellow students
In these short courses you will learn the skills that are necessary to we expect everybody to be present at the start of a lesson: our advice
execute your project. More information will follow. is to be at least 10 minutes early. At the start of a lesson we make
the list of students who are present. Being too late counts as Not
Mentor Present. If you have a valid reason to be late, please let us know.
One of the Music Business & Career teachers will be assigned to
you as a mentor, to help you reflect on your own situation, develop We expect you to hand in your work in time and respect deadlines
your project, give feedback, get contacts in the music business just as you would do in the professional world.
etcetera.
During the MB&C year, you will have regular individual
appointments with your mentor, on average 8 in total.

Attendance, times, deadlines

In the music business, it is important to be well-organized. This
is why we, as the Music Business & Career team, are also strict in
attendance, times and deadlines.

You are expected to attend all the Music Business & Career classes,
since every next lesson builds on the previous one. If you cannot
attend a lesson we’ d like to be informed: For lessons, please
inform the MB&C producer (Jaco) beforehand. When you have
to cancel a scheduled mentor appointment, please inform your
mentor beforehand.

If you miss more than 3 group lessons / lectures on Thursdays,

your attendance will be regarded as insufficient and you will not
be able to do your end presentation for MB&C without extra
assignments/tasks. For more information consult Co de Kloet.

6 Index
 1. Getting started
Main activities : Meetings in groups September 17th – Your heroes
Time period : September 10th till 24th (3 lessons) How to prepare: prepare assignment 1
Day/time : Thursdays between 11:00 and 13:00 • 11:00 - 13:00 Present your heroes.
Locations : Online Zoom sessions

September 10th - Getting to know each other September 24th - Presentation and project
• 11:00 - 12:00: Our team will inform you about the MB&C • 11:00 - 12:00 Teacher: Bodhi Sykora: Lecture about how to
curriculum.
• 12:00 - 13:00 We will split up in groups. We will discuss, present yourself in public and online.
exchange thoughts and we will ask you to start working on • 12:00 - 13:00: What is a future project and how to make one.
an assignment. Teacher: Jaco Benckhuijsen. Assignment 2 will be presented
by Jaco.
How to prepare:
Reflect on the questions below:
• What is your experience so far regarding taking care of
business relating to your music?
• Assignment 0 fill in this online form: Intake form

7 Index
 2 Your project idea 3 On the move
October 1st and 8th - Present your project idea October 22nd - Writing a Project plan
• 11:00 - 13:00 In a live Zoom presentation you will tell us • 11:00 - 12:00 Guest lecture: How to write a projectplan.
about your project idea. Teacher: Jaco Benckhuijsen.
• See assignment 2 for details. • 12:00 - 13:00 Guest lecture: presenting yourself in the media.
Teacher: Co de Kloet.
From this period on you will meet in smaller groups with • Deadline projectplan Oct 29th.
students who have a similar project. We will assign one of the
MBC teachers to you as a mentor. He/she will be your coach until
the end of the course.

After these weeks, you will have an overview of all the work
needed to make your project a success; this overview is called
your project plan, see assignment 4

8 Index
 4 The Campaign
Main activities : Guest lectures “The Campaign”
December 3rd - Promotion campaign
Time period : October 29th until December 3rd
• 11:00 - 12:00 Guest teacher Jaco Benckhijsen.
Day/time : Thursdays between 11.00 and 12.00
• 12:00 - 13:00 Mentor groups
Location : Online Zoom sessions
How to prepare: find an article (interview, review) about a jazz
Second part : 12:00 - 13:00 mentor group
artist that you know in a (jazz) magazine, or online magazine or
blog. Study the subjects that are dealt with in the article besides
October 29th - Visual style his/her music. Formulate three questions related to your research.
• 11:00 - 12:00 Online session, guest teacher.
• 12:00 - 13:00 Mentor groups
Almost all promotion nowadays has a visual element: website,
video, CD cover, flyer. Learn how to develop a visual style that
accurately represents your music: pictures, branding, style
ingredients.
How to prepare: browse for images (picture/CD cover/ webdesign)
that artists use to promote or visualize their music. From these
images, select a handful that you find inspiring or applicable to
your own musical identity. Bring this selection (or the links) to
the lecture.
5 Midterm presentation
Midterm presentation
November 12th - Networking Time period : December 10th and 17th
• 11:00 - 12:00 Online session, guest teacher. Day/time : Thursday between 11:00 and 13:00
• 12:00 - 13:00 Mentor groups Location : Zoom online session
Learn specific networking strategies, and use them to your Present your work so far.
advantage in order to become a member of a specific professional
community. The lesson will focus on how to build up a valuable
network and keep it growing throughout your musical career.

November 19th and 26th - Alumni

• 11:00 - 12:00 Online session, guest teacher.
• 12:00 - 13:00 Mentor groups

9 Index
 8 Assignments
Assignment 0 - Click and fill in: Online intake form Assignment 4 - Write your project plan
It’s time to work out all the project details together with your mentor.
Assignment 1 - Your Heroes This serves 3 goals:
Prepare a 5 minutes presentation’ about an artist, label or a • It will be a reference for you when executing the project
musical style which is an inspiration for you. We leave the choice • It will be a reference for your mentor
up to you! On Sept 17th we would like to hear you talk about your • It will give you exercise in writing applications for subsidies
subject, hear some musical examples and see some video, photo etcetera.
or other visual items to make your point! Be an ambassador for
your hero! How to write the plan:

Assignment 2 - Presentation of your project idea Step 1: Describe shortly the concrete end result of your project.
In a live presentation you will tell us about your project idea. This refers to the project idea that you presented on October 1st and
Four minutes per student including setup. 8th. Use 1 or 2 sentences, e.g. ‘A tour with my band, in summer 2021
Be creative in the way you present it: using a power point, or some playing original compositions.’
of the material you assembled during the introduction period.
Key tips from our presentation teacher Astrid Rose: Step 2: Describe the reasons behind your project
Preparation preparation! (practice in front of the mirror, for You should be able to give your answers to the questions below:
friends etc.) • What are your musical motivations?
• Your Message - What is your goal? • How does your project relate to your past and present situation?
• KISS - Keep it short and simple • In which ways should it help you in the future?
• Appearance - What you do speaks so loud that I cannot hear • And do you want to learn from it?
what you say
Step 3: Describe your sub-goals
Assignment 3 - Optional: moodboard To get to your end result, you will have to work on different fields:
In a moodboard you collect all kinds of auditive and visual • The Content: music, concept, maybe educational content .
material that somehow connect to you as a person and as a • The Organization: the band, the tour, recording, workshop.
musician: music fragments, sounds, pictures, paintings, cartoons, • The Promotion (every action that makes your audience aware
colors, movies, or small objects. Program to use: Pinterest of, and interested in your project).

10 Index
 Write down shortly the desired end result in those fields. Step 6: make a budget
Examples: Make a list of your money sources, and an estimation of the
• Content: ‘at least 8 original compositions that make a good amounts (personal savings, gigs, etc). Then make a list of the
live set’ things that might cost you something, and estimate the amounts
• Organization: ‘a finished recording’, ‘a working band’ (demo CD’s, transport, artwork, studio, etc.)
• Promotion: ‘a website, demo, bookingmail, promotion Now you have two lists: one with the costs and one with the
picture’ benefits. Have a look at the difference. Is this positive or negative?
If negative, can you look for other ways to get money? Decide for
Step 4: Make your goals achieveable yourself how much money you want to put at risk.
To get to the sub-goals you will need to take action, be it
composing, rehearsing, searching for information or writing
a biography. List all relevant activities that stand between your
present situation and the goal. Your first actions will be the things
that you can do today. The next will be the actions that follow;
and the last will be the ones that accomplish the goal.

Step 5: Plan your activities

In step 4 you made 3 lists of activities: Content, Organization,
Promotion. Now you need to find the right order for them.
Examples: you can only call festivals when you have your demo
ready. You will do your promotion campaign 4 weeks before your
concert date.

When you have found out this order, you can find the deadlines:
dates on which certain goals should be accomplished.
Start with your final deadline and then plan backwards to the
present. Allow for some extra time so you don’t need to stress
when things take longer than you thought. Then put all these
actions and dates on a timeline and your planning is ready!
Click here for an example.

11 Index
 Example project planning Things to do CD Planning

December
release
and 2020
November

CD Printing Release promotion

facebook,
October
Mastering Jazz magazines

September Mixing
Facebook promotion
Recording Taking pictures/video
Who’s doing the master? for promotion
August
Art work Designer
Moodboard
Juli and

• How many days for the mix? Studio research June

• Who’s doing the mix?
• How many recording days? May Rehearsals
• How to record?
• Money? All music ready

Band ready April

Concept?
Band setting March
Composing

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 11 Calendar

Sept. October Nov. Dec.

10 17 24 1 8 15 22 29 5 12 19 26 3 10 17
Getting started
Presentation plan
Holiday
On the move
The Campaign- guests
Project week
Midterm presentation

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