Releasing an Album

Note: This was originally posted in a discussion as part of a Boston University Metropolitan College graduate-level course in Project Management with Professor Richard Maltzman.

As an independent musician, I have released five albums over the last ten years with two different bands. Releasing an album is an arduous project, or “a temporary endeavor undertaken to create a unique product, service, or result” (Project Management Institute, 2017). As a less renown artist, I acted as my own project manager.

During the initiating process, I worked with my band to plan a collection of songs and win support. In each instance, we selected songs that capture the sound we were striving for, or from a PM perspective, connect with the core mission of the band.

Planning is extensive. The schedule is mapped out with a tentative release date, and the team is established, including producer, designer, publicist, radio promoter and more. A distribution plan is developed, outlining both physical copies and digital channels. Finally, a high level promotion plan is developed.

Executing, monitoring and controlling happen in tandem. As the artist, I oversee the entire project, while different subject matter experts execute their roles. The producer manages the recording process, the publicist manages press and so on. In each instance, I monitor and control against the overall project.

Finally, the project closes when all of the promotional activities to support the album release, including touring, have concluded.

Leadership skills are essential to persuade the musicians to provide their time and dedication, and also to engage the many stakeholders. Balancing the constraints of scope, schedule and cost, but also those of resources, risk and quality (Schwalbe, 2017) is imperative. As an artist, quality is always the focus, but as a project manager, the other factors must be balanced.

Further, as with any project, the PM has gaps that must be identified and mitigated (Abramo & Maltzman, 2017). A key stakeholder that fills a role similar to an organizational PMO is the local artist community, which can be leveraged for contacts, templates and strategies.

Finally, Sivaraman & Wilson (2016) provide an interesting perspective that maps learning music itself to project management.

References

(2017). Project Management Body of Knowledge (PMBOK Guide), Sixth Edition. Newton Square, PA. Project Management Institute.

Abramo, L. & Maltzman, R. (2017). Bridging the PM Competency Gap: A Dynamic Approach to Improving Capability and Project Success. Plantation, FL. J. Ross Publishing.

Schwalbe, K. (2017). An Introduction to Project Management, Sixth Edition. Minneapolis. Schwalbe Publishing.

Sivaraman, R. & Wilson, C. (2016). Making Projects Sing: A Musical Perspective of Project Management. Business Expert Press. New York City. Retrieved September, 11, 2020 from:

https://ebookcentral.proquest.com/lib/bu/reader.action?docID=4508882