Previous: Internet Survey Methods
The population of American musicians is heterogeneous and specialized. No single organization owns a mailing list that includes all musicians in all genres. Thus, we developed a strategy for soliciting participation across a range of music organizations: unions, performing rights organizations, genre-based associations, support organizations, and others. We expanded our team during 2011 to build relationships with music organizations and to promote the survey to the general public. We hired a consultant, John Simson, who has worked as an artist manager, Recording Academy board member, and as the founding Executive Director of SoundExchange. [Note 8] We also hired a public relations expert, Charles McEnerney, who developed a marketing plan for the survey that targeted a wide range of media, from news stories to Internet ads to fliers at rock-and-roll shows.
We partnered with more than 100 national music organizations to promote the survey and encourage the organizations’ members to take the survey. Our strongest partners included the American Federation of Musicians (“AFM”), as well as several classical- and jazz-focused organizations.
We also offered incentives based on which version of the survey respondents chose. Those taking the long version could enter a raffle to win one of four iPad 2s. One hundred randomly chosen respondents taking the medium version received a gift certificate worth $10 at Amazon.com or Guitar Center. Finally, the first 100 people to take the short version before FMC’s annual conference (held during the first week of October 2011) were guaranteed admission to the conference at the musician rate of $25.
______[Note 8]: SoundExchange is the government’s designated collection agency for royalties from non-interactive online streaming services paid to recording artists and sound recording copyright owners. See 17 U.S.C. § 114(d)(2).