Step 2) The Backpack
A.K.A. "Setting Up Your Business"
1) Business
2) Publishing
3) Team
4) Brand
5) EPK
If you’re going to climb a Mountain, you're going to need a Backpack. You'll reach in and pull things out from it every day. Since you’re starting a business, let's set up your business' infrastructure thoroughly, efficiently and quickly. You'll see: Future You is going to thank Present You a ton.
Step 2 is the most checklist-like Step compared to the others, and we’re incredibly proud of it. We’ve spent (and will continue to spend) many years boiling it down to everything you actually need so you can grab any opportunity that comes. We cut out all the unnecessary stuff that commonly distracts musicians and drains their time and energy. Anything we suggest to you is highly important, not excess fluff.
A few notes before we begin:
∆ Beware: if you skip any part of this Step, you risk not being able to capitalize on an incredible opportunity that comes your way. Why? Because you’ll have to scramble (and probably stress out) trying to get everything together that should’ve been set up in your business’ foundation already.
∆ These lists are optimized - meaning, put into the chronological order that best serves you, so you don't have to double back. We highly recommend going in the deliberate order we set up for you.
∆ Make it easy for yourself to track your progress. For example, we suggest turning these lists into a single spreadsheet “Masterplan” like we do for our clients, so you can check off the items as you go. That'll feel satisfying. (If it helps, Gmail users get Google Drive for free, which includes cloud softwares that autosave & allow access for multiple people at the same time - and one of those softwares is indeed a spreadsheet maker like Excel.)
∆ This is a meaty Step. These lists might look long at first, but please avoid feeling overwhelmed by remembering that Step 2 takes time. Pace yourself for at least a couple weeks and remember that most of this will never have to be repeated anyway, only maintained (wahoo!).
∆ If we’ve included something that doesn't make sense to you, hang tight, it all adds up to support you in the future Steps. Again, Future You thanks You.
Every music career is different, so this is the list that our Mountain Strategy Consultants use to talk our clients through the Planning and Setup of 5 Backpack categories (Business, Publishing, Team, Brand, & EPK), while customizing it to the individual artist/band. You know the drill, we share The Mountain here on our website for free because we believe in doing so (multiple of the FAQ on our home page will explain why we’re so arguably strange!), so if you don’t do Consulting sessions with us, this list will help you head out on your own. Customize it to yourself when necessary, but remember that all of this is our highest recommendation to make your life easier and your career more fluid, so don't skip the important parts.
In fact, I'd like to take a moment to explain why the lists you're about to see aren't always fully flushed out (the way they would be during a personal Consulting Session). In the past, I (founder Emily Plazek, hello again) tried to share absolutely all of Step 2's information in writing, but the website got way too long to read. You would not have liked it. So for this missing, granular detail, schedule a Consulting Session, or wait till one day in the future when we can hopefully make videos to explain it all. It's a goal of ours because we know a lot of people are visual learners. We hope the visualization of climbing The Mountain helps for the time being. This written version of The Mountain is the best vehicle to share it with you right now, and it's definitely thorough enough to be your reliable home base reference sheet to guide all your planning & setup. However, if you truly want personal help but you're worried you can't afford Consulting, shoot us an email to themicmountain@gmail.com explaining your situation, budget and questions, and we'll do what we can to help you.
CLick the following HEADINGS TO OPEN/CLOSE the SECTIONS:
1) Business
You're an entrepreneur, starting a business that offers a Music World to the public. The following list helps you plan, setup, and learn more about how to start this business as a protected legal entity through which you can make a living.
Full-time income generation from music is indeed possible, but you can't get there if you don't set up the foundation properly to support you through career-type things like filing taxes and protecting yourself from legal risks. For example, you don't want to get sued for all you're worth and lose your retirement account, house and car - do you? We're not trying to scare you off, but the world can be scary and there are a lot of sharks out there waiting to take advantage of musicians & fresh entrepreneurs.
Let's lessen your risk and make your music career a safe place through setting up security measures, forming a business entity that acts like a protective bubble, creating business banking accounts & accounting measures for doing your taxes, and organizing all your necessary and helpful files and documents. That all sounds boring but it won't be so bad - you're an artist so we bet you put your own creative spin on things. As promised, here is our personal Mountain Strategy Consulting checklist:
- Establishing Identity & Security (Identity Theft & Stalkers)
∆ Band/Artist Name & SEO (Search Engine Optimization) & Confusion Potential - will guide LLC, PR & social media handle choices - balance artistic integrity with business savvy
∆ Permanent business address and phone number - it will be your "Registered Agent" requirement for LLC, and required for some marketing like email newsletter services like Mailchimp
∆ Password service for the logins that you should add to your Masterplan (i.e., LastPass's free version) *WARNING: PLEASE DO NOT USE THE SAME PASSWORD FOR ALL OF YOUR ACCOUNTS*
∆ Brief education - birthday/SSN privacy, geotags, credit monitoring, radio silence & documenting threats and stalker activity with screenshots and other proof
- Organization
∆ Multiple Cloud Services - prepare to backup all your projects & use for business transactions, we suggest a total of two clouds: Google Drive and either Dropbox or Box
∆ Physical Hard Drive - prepare to backup all your projects here, too
∆ Physical File Folder/Envelope - get in the habit of saving your accounting receipts & other financial paperwork
- Legal & Accounting
∆ LLC (protection & taxes) & EIN (like a SSN but for a business) - DBA placeholder option, but not recommended long-term - sole owner or partnership determines how artist/band files annually - check requirements for annual reporting/filing other than taxes, add to Planning Structures
∆ Business Banking - business account with checking & credit card; get physical checks - understand cash minimum or monthly maintenance fee; you'll need your LLC's EIN & papers to set this business account up (separately from your personal finances) and it will be one of the most important action items in your career because so many money-making ventures will only accept a business banking account (like Publishing's 4 Buckets of royalty collection, see Step 4)
∆ Monthly/Annual Budget & Bills - setup autopays, minimize all
∆ Paypal/Venmo accounts for invoices & tip jars
∆ Insurance - Personal Articles/Renters Policy for equipment, and other related policies
∆ Personal Financial Portfolio (self-employed & freelancing) - health insurance, retirement, life insurance, renter’s/home insurance, disability insurance
∆ Simple Business Background on relevant topics - how to legally release cover songs / use pictures or samples, the difference between passive income vs. active income, how to fill in 2 columns on an Accounting Doc because business expenses (categorized) detract for nontaxable income
- Mountain Backpack Folder on Google Drive (all Consulting clients receive their own Backpack Folder - expect a lot of these to be blank/empty for a while!)
∆ Masterplan Spreadsheet - tabs we recommend: The Mountain - SETUP, The Mountain - MAINTENANCE, Important Info, Song Info, Step 5, & Touring Process Manuals for 5 Industry Pockets. Fill out the Song Infos with all your already-released music's info, putting an "x" in any cells that are no longer relevant/needed.
∆ Accounting Doc Spreadsheet - copy/paste Monthly/Annual Budget & Bills from above, prep to fill in categories from your tax software (like TurboTax)
∆ EPK Downloads Folder - fill any release folders, if applicable (will finish filling out in later Step 2 sections & during releases)
∆ Brand Assets Folder - include any assets already created
∆ Track Progress Folder - will be a part of your Monthly/Quarterly Planning Structures, used for pitches and future CI
∆ Other Folder - Playlist Spreadsheet, Touring Spreadsheet, PR Spreadsheet, Sync Spreadsheet, Template Licenses & Agreements, Team Agreements, Process Manuals, etc.
2) Publishing
Let's get it set up so when you do it in Step 4, you were all prepped and ready. First, what is Publishing?
Publishing = Distribution + Royalty Collection.
That's the simplified equation we at MIC use for ourselves, our clients, and our intern classes. It works very well for indies to see Publishing this way. Publishing is, by far, the most confusing & elusive aspect of music careers for musicians. We've even talked to Publishing professionals and professors: even they say it's a field of endless learning, and it's very often confusing even for their expert minds, too! Take that for what it's worth, to comfort you that The Mountain will get your Publishing set up & running, and you'll continue to learn about it as you go (i.e., new royalties you can claim, contracts you gain experience and wisdom working through, etc.) If you're not following us on social media @theMICmountain, this is the time to do it - we share these kinds of discoveries as we mine for gold in our research, too.
Ready to read the most simplified & easiest music copyright/publishing summary of key details you've ever read? Here are 3 main points that'll get your feet wet in understanding Publishing (we're pacing you):
1) Copyright:
You naturally own a song's copyright when you create a song & record its creation somehow (write down the music or record any kind of demo, even like a phone's crappy voice memo). If you'd like additional legal protection in court, in case someone claims you stole their song or vice versa because you want to charge someone, you may register it with the Copyright Office of your country. However, it isn't necessary to do this registration in order to record and release music. There is a cost involved in registering your songs with the Copyright Office, and we know some tricks to save money, like if you register before your publishing date and you own both the PA & the SR, you can do a batch register! Many indies don't have hundreds of extra dollars in their budget at the beginning of their careers to do this step, which we understand, but we definitely insist you understand the risks here if you're not going to do the registration process.
2) PA & SR:
There are 2 sides to every song: the PA (Performance Art, the "Song" itself) and the SR (Sound Recording, the "Master", that particular recording of the "Song"). It's assumed in our industry that the work would be split down the center for each side between 1 creative and 1 business party. So, the PA is owned by the songwriter(s) and the publishing company, and the SR is owned by the artist(s) and the record label. Often, indies play up to all 4 roles, in which case they'd own "200%" of their songs (which is helpful in the Revenue-Generator Sync Licensing, see Step 4).
3) Indie's 4 Collection Buckets:
The PA and SR both generate different Performance & Mechanical royalties, to be collected from different locations. Independent Musician Royalty Collection will be (essentially) complete when you collect from what we call the"4 Buckets":
2 PA = PRO + Publishing Admin Company
2 SR = Digital PRO + Distributor
Like we said before, Step 4 will elaborate more on Publishing (see the "5 Pockets" section), but the reason we brought it all up here in Step 2 because we're about to get you set up to prepare for that moment:
- Collect Important Documents (you'll need these when you sit down to do the work in the next sections)
∆ Picture of Voided Check from Business Bank Account
∆ Picture of front/back of Valid ID like Driver's License or Passport (for every member of band)
∆ If you're a manager: you need your artist(s) on call for signature-signing, to tell you SSN's (you don't want to type/write this down, it's very private), & to forward emails to you if you're not using a shared email address
- Create Accounts with Royalty Collection/Distribution companies (varies by country - some PROs already include a Publishing Admin service)
Independent Musician Royalty Collection 4 Buckets (2 PA + 2 SR):
2 PA = PRO + Publishing Admin Company
2 SR = Digital PRO + Distributor
∆ Publishing Admin Company - e.g., Songtrust - Full Legal Name - $100/songwriter - Complete before other signups because of $75 worth of discounts: $25 coupon code for Songtrust signup awarded after attending an online Songtrust webinar ("Publishing 101 Session"), $50 PRO Songwriter fee waiver upon signup through Songtrust
∆ PRO Songwriter Account - e.g., ASCAP/BMI (USA) or Other - Full Legal Name - example: ASCAP = $50/songwriter **or $0 if through Songtrust discount, above
∆ Digital PRO - e.g., Soundexchange - Artist Name - $0 - will require you to generate a W9 & sign an agreement
∆ PRO Publisher Account - e.g., ASCAP/BMI (USA) or Other - LLC name as Publisher - examples: ASCAP $50/publisher or BMI $250/publisher. Also possible to be considered as "self-administered individual". Yes, even if using Songtrust to collect Publisher-side royalties, you need this Publishing Company to claim ownership not collection[!], and safeguard for future collaborations/releases with non-Songtrust users that do the publishing work, or potential changes of Publishing Admins instead of Songtrust. Publishing Managers, you can use one Publishing account for all the songwriters you work with.
∆ (If you noticed that this list doesn't include a 4th Bucket, good eyes: the Distributor account will be created when you distribute music, so you either created this already if you have music released, or it will come when it's time in Step 4.)
- Once all accounts are created (may take some time waiting for confirmation emails), use your Masterplan's "Song Infos" tab to do the following:
∆ Set up direct deposit on all accounts where it's possible
∆ Register all songs on Publishing Admin like Songtrust - will auto-register to your PRO Songwriter Account after 1-6+months
∆ Register all songs on Soundexchange - in both the Rights Owner and the Artist Catalogues if you are the artist doing your own publishing, otherwise claim your %'s on either sides of those 2 Catalogues. (Use ISRCs & UPCs given by Distributors, collected earlier on your Song Infos tab.)
∆ Confirm all songs are registered (after Publishing Admin's lag time) on PRO Songwriter, & PRO Publisher Accounts (as ownership, not collection, because Publishing Admin Songtrust will do the collection and pay you out on their portal). Song registration can happen before publishing (releasing a song to the public) in most cases, except where you need an ISRC that's given out upon publication; this means that songwriters don't technically have to wait to register songs if they want to use them for things like submitting live concert set lists with unreleased material they're still working on.
∆ Update Masterplan's "Song Infos" with your PRO IPI #'s and all ISWCs (Planning Structure will remind you to check back for registration updates within accounts because all may take anywhere from days to many months.)
3) Team
A music career contains a lot of roles to be covered. Many of them can be taken on by one person (often it's just the musician him/herself starting out and that's okay - beware becoming overwhelmed though!), and a lot of roles will be put on a side table till later activation. This list will show you almost all of the typical roles & duties and how they spread out among both indies and major label artists/bands’ teams - feel free to add in any you feel are not represented.
(One exception to calling this “typical”: “Publishing Manager” is a creation of MIC not seen elsewhere in such terms, and we’re very proud of it; our interns practice it in the real world while managing bands and artists, to create the win-win of both the musician and manager gaining long-term passive income.)
You will pursue some, not all of the items on this list - and you may swap out items over time. “Expectation Management” is the name of the game here: you’re taking on a full career, with a lot of work, and The Mountain is here to help make it simple for you, but it’s not easy, and we’re not in the game of sugarcoating. Yet, there is a great deal of wiggle room for you to cater a music career to your unique Definition of Success, so do not feel any pressure to fill out this whole list of roles - if you have a sufficient budget though, you can indeed hire some people or companies for a lot of these tasks. Be picky and patient though, only bringing in parties like that when it's definitely time to do so, and when you've vetted them out thoroughly.
Looking at this list before climbing The Mountain in Steps 4 & 5 will familiarize you with the vast amount of tasks covered by music teams, so you can start to visualize who you already have, or will need, to help you cover roles you can’t cover alone. The bolded “MIC Mountain 5 Industry Pockets” section will make more sense later in Step 4, and like we said, very few musicians tackle all of them, at least not at the same time. There is only so much time, energy, and money in your life.
- Roles for Team Expectation Management (bold indicates the MIC Mountain 5 Industry Pockets - see Step 4)
∆ Artist / Band - create the Music World in recorded music & live performances
∆ SM Manager - daily/frequent social media posting, documenting behind-the-scenes CI (Content Inventory), interaction, and strategy planning
∆ Business Manager - pursue any and all opportunities that increase exposure and lead to other goals set by musician, manage team
∆ Publishing Manager - distribution + royalty collection, contract collecting
∆ Sync Licensing Agent - outreach sync, catalogues submissions and YouTube microsync, legal contract work
∆ Playlisting Agent - daily submission sites, lead generation & email/IG outreach
∆ Touring Manager - social media, work with booking agent, share daily tour itinerary on the road
∆ PR Publicist - event promo (releases, touring), all PR (Press, PA, Sponsorships, Collabs, Co-pros, (Other: SEO, Endorsements))
∆ Personal Manager/Assistant - catch-all especially while touring (may be an intern)
∆ Adjacency Manager - pursue Adjacencies like Sponsorships, Collabs, Copros (see Step 5)
∆ Lawyer - clear samples, negotiate contracts, represent in court
∆ Accountant - track expenses, budget, file taxes, acquire insurances
∆ Radio Promoter - get music played on college/community radio (or top 40 if massive budget & gatekeeper connections)
∆ Merch Store Clerk - manage online store, promo, inventory, accounting, and sets up/run table at live shows
∆ Live Show Team - Producers, Live Music Engineers, Light Engineers, Roadies, et al.
∆ Booking Agent - industry-connected optional goal - book shows (remember, there are many other roles in this Touring sector of the industry, like Talent Buyers representing the venues, but a Booking Agent is usually the first and most direct entry to industry-level touring operations)
∆ Talent Agent - industry-connected optional goal - adjacency work with gatekeeper access, and more
∆ Publishing Company - industry-connected optional goal - do your publishing for you, pursue sync licensing opportunities, and more
∆ Record Label - industry-connected optional goal - loan the money for your project, assemble your team, use gatekeeper connections to promote and connect, and more
- Team Setup
∆ Update the Digital World of all team members: Email addresses & signatures, LinkedIn, website “Contact” page, potential social media references
∆ Determine preferred communication methods/boundaries for work/life balance
∆ Customize & Sign Agreements
4) Brand
"Brand" is a loaded word. Let's keep it simple: Brand is the way your Music World is perceived by those who experience it (and how people identify it compared to other Worlds). It's often expressed through something that can't be touched or heard but is rather felt or expressed through an idea, and these intangible ideas are then represented by the tangible elements in your Brand Manual (logos, profile pics, bios, etc).
First you'll create your Brand Manual that plans out your artistic strategy all in one place (which is necessary for a team to get on the same page), then you'll activate all of that vision by Creating the Brand across your Digital World by gathering assets and updating all your digital real estate accordingly.
Brand Manual
- CF Messaging (Critical Few - 80/20 - as explained in Step 1, Section 3)
∆ Brand Message from Artist (Tagline Bio)
∆ Brand Message from PR (Third Party Principle)
- Identity
∆ Location/Hometown
∆ Language
∆ Aesthetic / CI Categories
∆ Image/Style (accessories, signature items, etc.)
∆ Ancestry / Personal Cultural Connections
- Visual
∆ Themes (i.e., nature, goth, tropical, eras, trends)
∆ Color palette codes
∆ Font names
- Competitive Advantages
∆ Business Strength Differentiation
∆ Brand Differentiation
∆ Music Product Differentiation
∆ Connections
- Adjacency Brainstorm (not directly related to music products)
∆ Activities/Hobbies - related to brand, and juxtaposed
∆ Brand/Creator Collabs - for relatively soon, and dream goals
∆ Sponsorships - for relatively soon, and dream goals
- Keywords (for Playlisting and SM #'s)
∆ Sound / Genre / Featured Instruments
∆ Moods
∆ Activities
∆ Cores & other Hashtag language
∆ Brand Keywords in Playlist language
∆ Other Differentiated Keywords
∆ Indie Market Keywords (for Step 5 - Phase 1 - FCBO)
Creation of Brand across Digital World
- Do Photo Shoot
∆ Primary Profile Pictures
∆ EP/Album Cover Art & Pictures (if applicable, or artwork)
- Hire graphic designer to make / make yourself
∆ Create Logos (if applicable) - ask for .svg files, and exports of the jpegs & pngs as large as possible
- Fill Backpack Folder
∆ Write Bios in Bios Doc (in EPK Folder)
∆ Pics into EPK Downloads Folder - Promo Pics: Logos, Primary Profile Pics, Smaller than 5MB pics
∆ Extra Pics into Brand Assets Folder - for other future uses like social media content
∆ Copy EPK Downloads Folder to Box & Dropbox, or other alternative clouds for EPK
- Make Website
∆ Website Domain (i.e., Godaddy) & Builder (i.e., Squarespace, EditorX)
∆ EPK Page (Electronic Press Kit), password-protected (list of elements below)
∆ Email list signup (i.e., Mailchimp)
∆ Merch store setup, link in website (i.e., Spring)
∆ Link aggregator created with option for website, pre-saves will be added before releases, etc (i.e., Linktree)
- Update Digital World with Brand Plan's Bios, Pics, and Linktree/other link aggregator
∆ Bio Locations - Tagline (semi-permanent): Bandcamp, Soundcloud, Deezer for Artists, Tidal, Anghami for Artists, etc (like other DSP backends available through distributor).
∆ Bio Locations - Small: Instagram, Twitter, TikTok, Facebook, Youtube About (also update your Youtube to include any live footage/music videos, with description sections including links to your website & link aggregator), etc.
∆ Bio Locations - Medium: Website (if applicable), Spotify for Artists, BandsinTown for Artists, etc.
∆ Bio Locations - Large: Website EPK, Wikipedia (when applicable one day - requires SEO/PR work), etc.
∆ Pics Only - No Bio: Amazon Music for Artists, Apple Music for Artists, Pandora AMP (USA), LinkedIn, etc.
5) EPK
Your EPK acts as your resume for things like PR, touring, pitching to a label or other services, and more. It explains and proves value of product in both creative (written and visual) and business terms (numbers and statistics).
EPK styles go in and out of fashion, and currently the most common trend is a password-protected page of your website (as opposed to a downloadable PDF or print-out.) A password gives a sense of VIP access, and protects some of the materials that journalists or agents would need but shouldn’t be available to the public, like downloads of pictures or sneak peeks to unreleased songs. You might need a one-page PDF for some opportunities every once in a blue moon, but this EPK should serve you well for most things.
Make sure you add your artist name to every single folder & item in your EPK Folder (in your Google Drive Backpack Folder), no exception! (!!!!!!!!!) If someone important downloads a file of yours to their computer and your name isn't incredibly obvious, they will most likely throw it in the trash bin because they don't have the time to figure it out.
While giving people a taste of your brand in one glorious first impression, here are the elements that people will expect to see in an EPK, that you can add without having to hit many milestones (while climbing in Step 4 & 5):
- Elements to include immediately
∆ Large Bio
∆ Streaming Links
∆ Music Widget (i.e., Bandcamp)
∆ Music Video Embeds (Youtube)
∆ Social media buttons/handles/links
∆ Links to EPK Downloads Folder (Drive, Box, Dropbox - all 3 recommended)
∆ Contact info
∆ Touring/Event History & Calendar
Then, as you climb in Steps 4 & 5, you'll shape your strategic decisions around achieving these more-elusive EPK elements:
- Elements to plan events to earn
∆ Press quotes and clippings
∆ Touring History and Live Video (showing audience interaction)
∆ Social Media and Streaming Platform Statistics (follower #’s)
∆ Accolades (festivals, openers, contests, sync placements, etc)
∆ Estimated Draw #/City
If you're here at the end of this page having completed Step 2, you deserve a massive congratulations. You just completed something phenomenal and rare. You've set yourself up in a powerful position. Now you're completely supported in your ability to go after all your dream music career activities. Keep going.
Continue to Step 3, Here.
