Topic: Call to Action

Get INVOLVED! First I want to encourage you to learn about what you have around you. I did not realize what a beautiful and historic place we live in and there are people working everyday to conserve this. The Appalachian Trail is a life changing adventure and there are not enough young people getting involved. Hike, give back, become a member or at the least google it.

As it pertains to my major, again get involved. We learn so much from our professors but we need to apply what we are learning. Volunteering at a non-profit is a great way to increase your personal skills and your resume. It may seem lame to be unpaid but think about it you are paying to go to school, here you can get experience for free. Giving back is a great way to get experience and fulfill your social obligations. What I have learned through my experience so far at ATC has is essential to my career. Why is it essential? First, because it has given me the experience I need to succeed. Second, because it has given me the confidence to apply what I have learned.Third, because it has opened up a new world of opportunity. I am excited about learning and communicating all that ATC does for hikers, land and the animals on the trail as well as the business foundation I have learned behind the scenes. So I encourage all of my fellow classmates to get involved in what we have in our area. Because I thought I would have to leave town and move to a big city to learn more and apply my skills. However, I am working at the Corporate Headquarters for the entire Appalachian Trail in little Harpers Ferry. It is an amazing opportunity and building block for my career. So, GET INVOLVED, start local, do research, find what you love, and give back.

How Could the Instructor Help Students Learn?

Fundraising and development is a skill everyone needs to know. Whether you are a parent fundraising for your child's t-ball team or raising thousands for a non-profit this is an essential skill to obtain. Instructors could teach strategies to fundraiser both business basics and communicating. Development however is not only fundraising, it incorporates investor and corporate partnerships. When creating/maintaining a business you need others to become a part to grow you business. This type of communication is key to a successful business. I have learned the basic of business through my Business minor and how to target audiences through my Communication major. What i am learning about Development here at ATC is crucial in the advancement of my career.

Topic: What One Question Would You Raise?

How to create and maintain professional business relationships? To do so at The Appalachian Trail Conservancy we use 6 steps.

1. Identify
2. Strategy
3. Cultivation
4. Proposal
5. Agreement
6. Stewardship

First we identify potential donor and then research their giving potential. Next we strategize, like any good message we plan out how we are going to target this individual and spark their interest in becoming a part of the ATC. Cultivation is educating them more about the organization as well as getting to know who they are. Step 4, make a proposal or ask for a donation. This is based on previous donations made to like organizations or make to ATC. Basing what they have given and asking for a reasonable amount again for the following year. Agreement, make an agreement with the donor on what they are going to donate yearly. Generally donors are encouraged to make a donation that gradually increases yearly. Stewardship, making the agreement that individual will contribute yearly to organization. This is the final step to building donor relationships after this we maintain relationship by keeping contact and making donor aware that they play an important role in this organization.

Topic: One Thing to Take with You or Tell Another Person

I have learned so much from this internship it is difficult to narrow it down to one thing that I would tell. I have so much to share on the Appalachian Trail Conservancy and the great things they do but I will focus on what I am doing at the ATC and what I have learned in relation to my degree. I have learned so much about how to shape and share information through my Communication major. I have learned a lot too through my Business minor, which are both essential to a successful business. What I am leaning at the ATC is the foundation of all businesses and organizations. The foundation being the funds; resources, partnerships, budgeting and event planning. It is not stressed enough how important it is to be aware of any companies foundation. ATC is a non-profit which means that a lot of the funds collected come from donors. This means that donor relationships are key. These individuals are what keep the ATC running and operating. Each of these individuals are valuable and have to be reminded of this. How ATC does this is through their development team, they work hard to connect and meet with individuals across the country. I can not stress enough the importance of building relationships in this organization. The women I work under are extraordinary example of building and maintaining these business relationships.

Topic: What Did We Study

What did I study during my time at Shepherd University in receiving my Communications degree? I have learned about how to communicate concrete messages. What my target audience is and through what channel will most effectively communicate that message. My experience in social media, film, and communication theories have all assistent in my current line of work. While reading “Made To Stick” why some ideas are sticky and some are not I learned how to craft an idea in a way that it will appeal to individuals. That is exactly the skills I needed to work as the Development and Events Intern at the Appalachian Trail Conservancy. This non-profit organization thrives off individual and corporate involvement. My first job as a developer is to shape individual content for each donor based on their interest of the trail. Next, is to work with corporate donors and licensing agreements for the Appalachian Trail. What I do here at the ATC is the foundation for all marketing techniques.

The event planning is a little less personal however has to feel personal for each individual at the events. Currently we are planning the Gala for this May. Everything about this event is like planning a wedding; members are sent a “Save the Date” notice, table centers, decorations, etc. I have worked with tight budgets before but for what is needed for this the event is sure to be above and beyond. This event is both a thank you for major donors and a generation of revenue through donations. I am learning what is needed for the base of the event as well as what creativity can and will be added to make the event memorable and bring more publicity to the Appalachian Trial.

Blog 8

After last directors meeting, I have been working to reshaped MadalynMartin.com. I have been studying how to use WordPress.com, specifically, how to set up the layout I have decided on. I have created a static homepage and made featured blogs. Each one of the blogs is categorized to a page based on each subject matter. This allows my audience to browse for a specific topic to find out more information. In these blogs, I discuss show reviews and upcoming events. I have purchased a professional camera and tripod to shoot quality videos and pictures to add to the blogs. I plan to use the blogs as a way to increase audience involvement by letting them get to know more about me. I want to also intertwine video blogs into this site. Video blogs will become outdated more quickly but I feel that talking to the audience will make them feel like I am present. My first video blog will be an introduction vlog in addition to my written bio. The second will be a description of what my single “Crazy Love” meant to me when I wrote it, followed by lyrics and a link to the song. Since my single comes out on iTunes this Thursday I will be filming an acoustic version to share with my audience. Finally, I have created the final cover art for my single. Attached below:

Blog 7 Capstone Progress

My capstone project is on Madalyn’s Music. For my project I am building a strong online presence to interact with my audience. I have created and began shaping my website www.MadalynMartin.com On the homepage I have featured my album cover for my single release, my music video and featured photos. I have a menu tab that takes my audience to music, artist bio, contact and merchandise. In addition to my website I am releasing my first single on to iTunes. This will allow me to expand my music on other platforms such as iTunes, Spotify, Google Play, Amazon, ReverbNation and SoundCloud.

For my single I had to first go through the U.S. Copyright office and B.M.I. to have legal ownership of my music and collect royalties. Next, I went through CDBaby for online music distribution and on October 27^th my single will be available on iTunes. To continue my project, I plan to further modify MadalynMartin.com to fit my brand and increase audience interaction.

A Musician's Brand is Everything You Say & Do

Gender, Branding, and the Modern Music Industry written by Kristin J. Lieb

This book focuses on gender issues and branding in the music industry. Through the history of the music industry women and African Americans have not been considered or treated equal to men. During the rise of MTV in the 1980’s consumers reshaped the way they viewed music. Before MTV listeners only saw the artist when they purchased an album or occasionally saw an artist appearance on television.

I have learned a lot about this in my Music Video class. Women from the beginning stages of MTV were only seen holding instruments standing there appearing to be manikins. And African Americans were not allowed on MTV.  This started to change after Michael Jackson fought his way in to the industry.

MTV made beauty and sexuality a primary factor in a musician’s career forever linking the artists image with their sound. Women are still very sexualized in modern music and music videos. This helps a lot of artist make their way to the top. In the 1990’s women solo artists began to arise. Shania Twain, Mariah Carey, Sheryl Crow, Alanis Morissette, Janet Jackson and Madonna dominated sales. However, critiques argue the how long this would last. Reviews cover more about the physical features of the artist rather than their work. A lot of this goes on today with current country and pop artist, audiences focus on how artists look. Not only this there is a new craze to know the artist personal lives. Reality television and media have given consumers an inside look on every day lives of these artist. The music industry is far more than just looks now. It is how you act, what you do, who your with, how you dress on stage and off, your opinion, your posts, everything. If you are not an open book then you are some how untrustworthy.

Statics show that not many females records sell but the ones that do the artist use their sexuality to their advantage. For example, in 1983 Madonna sold 18 million singles and 48 million albums. And again in 2012 Lady Gaga “The Fame” sold 20 million singles and 4 million albums. Both clearly using their sexuality as a career advantage. Taking this information in to consideration under your brand is key. Do you want to blend into society or separate yourself? What determines your success your image or your music? Forming a brand is crucial in this industry. One must realize before entering this career path that this brand is shaped by everything you say and do

Site:

https://books.google.com/books?hl=en&lr=&id=VAof87kvK84C&oi=fnd&pg=PP2&dq=music+industry+gender&ots=_G4mmSa0gZ&sig=gk0j8qpQM6cqb9YqvpB2WoiWnZM#v=onepage&q=music%20industry%20gender&f=false

Popular Music Industry

The Cambridge Companion to Pop and Rock Edited by Simon Frith, Will Straw and John Street

The second chapter of this Book Focuses on the Popular Music Industry. This is the Industry that I am interested in being a part of. The author stresses how intangible music is. It is easily copied and stolen. For the music industry to be able to sell music it must first be able to be viewed as "storable". Through technology we are able to store music which creates this value. Right now my music is not storable. It is distributed through live shows and social media. No one can legally store any of my work or determine the value of it. In chapter 2 they also review ownership of music. One must establish ownership on their tangle product. The book not only addresses the limitations that artist have to protect something that is not physically there but also the limitations to putting a price on something the consumer can not hold. Yes, music can be physically purchased and stored in forms of vinyl, compact disk or cassette but with the progression of technology music is now most commonly purchased through mp3. 

This is why I am going through the processes of distributing my music online. I am doing so through the Popular Music Industry. Creating a mp3 file to be distributed through music purchasing sites. The steps to distributing music start with protection of ones work. A copyright can be made through the U.S. Copyright office. Online audio copyright costs $50. The next step in the process is to register with a publishing company. I chose B.M.I. located in Nashville, TN. B.M.I. and other publishing companies help to further protect and artist work. These companies are also in charge of collect and distributing royalties. I am now affiliated with B.M.I. under a two year contract costing me $150. The next step is distribute music online.  Artist either go through a label or an independent artists company to distribute music online. I am using CD Baby which is for independents artist to distribute their music electronically through iTunes, Spotify etc. This service cost $30 per song and it will monitor and pay the artist for all purchases made via iTunes, Amazon and  royalties from Spotify, etc. Completing these steps will allow any artist to legally publish their music online and give value to a now tangible product.

Site:

https://books.google.com/books?hl=en&lr=&id=5pxTb3YtB-gC&oi=fnd&pg=PA26&dq=music+industry+selling&ots=fwvu6x39M3&sig=cawH8dnrLS-9u0NIkt8sifVnMqk#v=onepage&q=music%20industry%20selling&f=false