Academic Progress Report 2009-2012 · Report CEMCA 2009-2012 18-April-2012 3 Introduction This report presents the results of the operations led by the CulturArte Entrepreneurial

Centro Empresarial para Músicos Culturarte

Conservatorio de Música de Puerto Rico

Academic Progress Report

2009-2012

Report CEMCA 2009-2012 18-April-2012

2

Table of Content

Introduction…………………………………………………………………………………………………………………..2

Education………………………………………………………………………………………………………………………3

Seminars……………………………………………………………………………………………………………..3

Short Courses………………………………………………………………………………………………………4

Academic Courses.……………………………………………………………………………………………….5

Counseling and Orientation……………………………………………………………………………………………..6

Public Relations…..……………………………………………………………………………………………………….....7

Alliances………………………………………………………………………………………………………………7

Community Approach………….……………………………………………………………………………….7

Media..…………………………………………………………………………………………………………………8

Economic Impact…………………………………………………………………………………………………………....9

Jobs Created……….………………………………………………………………………………………………..9

New Business…………..………………………………………………………………………………………...10

Stabilizing Business………..…………………………………………………………………………………..10

Growing Business….………………………………………………………………………………………..11

Revenues……………...………………………………………………………………………………………………………11

Short Courses and Seminars……………………………………………………………………………….11

Royalties……………………………………………………………………………………………………………12

Productions……………………………………………………………………………………………………….12

Publisher…………………………………………………………………………………………………………...13

CEMCA Sponsored Projects…………….……………………………………………………………………………..13

Revive la Música Program...……………………………………………………………………………………………14

Conclusion……………………………………………………………………………………………………………………15


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Introduction

This report presents the results of the operations led by the CulturArte Entrepreneurial Center

for Musicians (CEMCA, for its acronym in Spanish) from 2009 to 2012. The following CEMCA

services were evaluated:

1. Orientation and Counseling

2. Education

a. Seminars

b. Short Courses

c. Academic Courses

3. Public Relations

a. Alliances

b. Community Approach

c. Media

4. Economic Impact

a. Jobs Created

b. New Business

c. Stabilizing Business

d. Growing Business

5. Revenues

a. Courses and Seminars

b. Royalties

c. Productions

d. Publisher

6. CEMCA Sponsored Projects

7. Revive la Música Program

CEMCA is currently working under two proposals granted during the 2009-2010 period. HSIAC

granted $599,398.00 for a three-year period (2009-2013) and Aaron Copland granted $9,000

for an album production. HSIAC has given us a one-year extension to continue the program

(2009-2013).

Following the data analysis, we were able to identify two areas of opportunity and growth in

the center. These are also described in the report.


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1. Education

1.1 – Seminars

From the beginning CEMCA has offered a variety of seminars directed at the CMPR community

and the general public as part of the entrepreneurship training that every musician or artist

mush have. We offer a number of seminars per semester (August to December and January to

May). The most important topics in the area of the music industry have been established so we

may continue to offer these courses every semester:

- Copyright

- Artist Management and Representation

- Music Publishing

- Digital Market

- How to Develop You Demo

- How to Create a Press Kit

- Digital Mastering

- Album Production

- Contracting

Every semester we present new topics that are of interest to the public. The new topics we

have added to our offering are:

- How to Create your Private Studio or Music Academy

- Event Production

- How to Build Your Résumé (for musicians and composers)

During the 2009-2010 academic year, the seminars were offered free of cost to the public. In

August 2010, we began to charge the general public, but continued to offer it free of cost to the

CMPR community and to the Arte Negocios participants. Between 2009 and 2012, a total of 622

participants attended the seminars. (See table 1.1)

In august 2011, we developed 9 seminars for entrepreneurial training as a requirement of the

Arte Negocios program. The following seminars were offered in two sessions between August

and December 2011:

1. Introduction to Entertainment and Music Business

2. How to Identify Business Opportunities

3. Business Writing

4. Public Speaking for Entrepreneurs


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5. The Arts in Social Networks

6. Legal Aspects

7. Accounting and Finance

8. Basic Concepts in Marketing

9. Principles of Sustainability and Business Operations in Entertainment and Music

Business

Students and Arte Negocios participants attended these seminars. Participants are tallied in

table 1.1.

Table 1.1

1.2 – Short Courses

As demonstrated in the analysis of the results achieved during the 2009-2011 period, the

academic offering was expanded and 7 new short courses were created as part of the CMPR

Continuing Education Program. The courses are offered every semester, once a week, for a

total of 15 contact hours. These courses summarize the main topics that were presented in the

seminars. CEMCA continues to offer seminars and workshops on topics that are relevant to the

music industry. The courses “Accounting and Finance for Musicians” and “Entrepreneurship in

the Music Industry” were not offered because there was not enough quorum. See table 1.2

Total de participantes

Cantidad de seminarios

2009-2010 226 12

2010-2011 192 24

2011-2012 204 30

0

50

100

150

200

250

Seminars - Participants per academic year


6

Table 1.2

1.3 – Academic Courses

We created 3 elective courses as part of the CMPR academic curriculum. MUBS 3001 and MUBS

3002 have had steady enrolment rate. See tables 1.3 and 1.3.1

1. MUBS 3001 – Professional Skills for Musicians; 2 credits. 2. MUBS 3002 – Basic Principles of Marketing in the Music Industry; 3 credits. 3. MUBS 3003 – Professional Internship in the Music Industry; 2 credits. We have also created a new elective course directed to students in the Department of

Orchestral Instruments; it will be first offered in August 2012.

MCAM – Chamber Music and Entrepreneurial Internship; 1 credit.

Table 1.3

0

0

3

7

7

5

6

0 1 2 3 4 5 6 7 8

Empresarismo en la Industria de la Música

Contabilidad y Finanzas para el Músico

Construyendo mi Estudio de Grabación

Music Publishing

Pro Tools

Aspectos Legales

Mercadeo en la Industria de la Música

Títu

lo d

el c

urs

o

Short Courses January - May 2012

Matrícula

18

28

22

12 13

23

5

0 0 0

10

20

30

2009-2010 2010-2011 2011-2012

Can

tid

ad d

e M

atrí

cula

Academic Courses 2009-2012

MUB3001 MUB3002 MUB3003


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Table 1.3.1

2. Counseling and Orientation

One of the main roles of the center is to provide orientation and counseling to the entire CMPR

academic community as well as the general public. We offer general information about

CEMCA’s services, legal counseling, orientation on the Arte Negocios program, as well as

business plan consults, academic counseling, guidance and support in recording projects, just to

name a few. In short, we offer a comprehensive orientation on all the areas related to the

business of music. See table 2

Table 2

30

41 45

2009-2010 2010-2011 2011-2012

0

10

20

30

40

50

Enrollment MUBS 2009-2012

Enrollment

2009-2010 2010-2011 2011-2012

Personas atendidas 101 82 300

0

50

100

150

200

250

300

350

Orientation and Counseling 2009-2012


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3. Public Relations

3.1 – Alliances

During its three years of operations, CEMCA has created valuable alliances with other

organizations and institutions that have allowed the center to continue growing. There are

currently 11 alliances. See table 3.1

Table 3.1

Name Alliance

Aaron Copland Project “A Lost American Heritage” / Recording Project

Economic Development Bank for Puerto Rico

Financing for business development (Arte Negocios Program)

Puerto Rico Film Commission/Scene 51

Agreement with the Ricky Martin Foundation to create 10 short films

Digitec Recording studio used in all album productions

Entrepreneurial Institute for Women

Entrepreneurial training and business plan development (Arte Negocios Program)

Latin Recording Academy Member of the Committee

Peer Music Digital distribution for CEMCA Records

Pro Arte Musical Distribution of the Pro Arte Muscial 75 Aniversario album (Nominated for the Latin Grammys)

Luis A. Ferré Foundation and Banco Popular Foundation

Production of annual concert featuring a guest artist/Revive la Música

URock (Banco Santander) Student Scholarship/participation in URock

3.2- Community Approach During its three years of operations, CEMCA has been proactive in approaching the community

to advertise and promote the center and the Puerto Rico Conservatory of Music (CMPR). See

table 3.2

During the 2011-2012 academic year, we successfully established a bond with the Tras Talleres

community, making an impact on 92 residents from the area. All 92 residents of the community

were interviewed. See table 3.2.1

We have also participated in a variety of activities such as selling CDs in Plaza las Américas

during Christmas 2011, events with the Puerto Rico Convention Bureau, promoting the album

in Borders at Plaza las Américas, participating in The Book Festival, Vibra Santurce, the Tras

Talleres Centenary, and the Revive la Música concert.


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Table 3.2

Influenced Organizations Andanza El Nuevo Día

Arte Santurce Institute of Puerto Rican Culture

Puerto Rico Manufacturers Association

Puerto Rico Symphony Orchestra

Borders Puerto Rico Convention Bureau

Tras Talleres Community Revive la Música

Alas de la Mujer Foundation

Table 3.2.1

3.3 – Media

CEMCA has had continuous presence in print media announcing the center’s offerings and its

services as well as published articles and news. The following media have been used: El Nuevo

Día, Trazos, El Vocero, Primera Hora, and Revista Industriales. See table 3.3

Table 3.3

Academic Year News and Articles Advertisement

Revive la Música CEMCA

2009-2010 6 0 2

2010-2011 13 2 6

2011-2012 6 0 6

13

33

46

octubre noviembre diciembre

Community Approach: Tras Talleres October - December 2011

Cantidad de personas


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4. Economic Impact

4.1 – Jobs Created

The Entrepreneurial Center for Musicians has supported and stimulated job creation through

the Arte Negocios Program, employing musicians for events and activities (students and faculty

from the CMPR), and recruiting music teachers (CMPR students).

Between 2011 and 2012, 78 jobs have been created. Out of those 78 jobs, 31 are long-term and

47 were special engagements in events and activities where musical performances were

requested. See table 4.1

Between 2010 and 2012, musicians from the Conservatory of Music have had $30,050.00 in

revenues from musical engagements. See table 4.1.1

Table 4.1

Table 4.1.1

Academic Year Total Total Revenues

2009-2010 $12,925

$30,050.00 2010-2011 $11,625

2011-2012 $5,500

0 0

31

2

31

16

0 0

3

0

5

10

15

20

25

30

35

2009-2010 2010-2011 2011-2012

Can

tid

ad d

e e

mp

leo

s

Arte Negocio Peticiones musicales Maestros


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4.2 – New Business

There are currently 15 participants with new businesses of which 5 have completed their

business plan. See table 4.2

Table 4.2

4.3- Stabilizing Business

There are 14 businesses that are being stabilized of which 4 have completed their business plan. See table 4.3 *Out of those 4 business plans, participant Sonia Rivera was just awarded $5,000 by the City of San Juan to stabilize her fashion design business.

Table 4.3

5

2 2 2 2 2

0

2

4

6

octubre noviembre diciembre enero febrero marzo

New Business October 2011- March 2012

Número

7

1 1 1

0

2

4

6

8

octubre noviembre diciembre enero

Stabilizing Business October 2011- January 2012

Número


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4.4 – Growing Business

There are 10 businesses that are now growing of which 5 have completed their business plan. See table 4.4

Table 4.4

5. Revenues

CEMCA currently has three sources of income: 1. short courses and seminars; 2. royalties from

the digital record label; and 3. CEMCA Records CD sales. Between 2009 and 2012, CEMCA has

earned $11,713.14 in revenues. See table 5

Table 5

Activity Revenues Total Revenues 2009-2012

Short Courses y Seminars $7,088

$11,713.14 Royalties $50.14

CD Sales $4,575

3

4

2

1

0

1

2

3

4

5

octubre noviembre diciembre enero

Growing Business octubre 2010 - enero 2012

Número


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5.1 – Short Courses and Seminars

Each seminar has a cost of $50 for the general audience, $35 for students of other institutions,

and they are free for CMPR students.

Short courses have a cost of $85 per credit for a total of 15 contact hours; in addition, there is a

$50 fee for applying to the Continuing Education Program as detailed in the 2011-2012 catalog

Revenues generated from 2010-2012 total $7,088.00. See table 5.1

The short courses have produced more income than the semester-long seminars. See table

5.1.5

Table 5.1

Academic Year Total Seminars Total Short

Courses Total

Total Revenues

2010-2011 $3,179 N/A $3,179 $7,088.00

2011-2012 $1,409 $2,500 $3,909

Table 5.1.1

Academic Session Total Revenues Seminars Short Courses

August—December 2010 $1,929 √ January—May 2011 $1,250 √ August—December 2011 $1,309 √ January—May 2012 $2,600 √

5.2 – Royalties

CEMCA earns eleven cents ($0.11) for every dollar ($1.00) from digital purchases of songs

under the CEMCA Records label. Between 2009 and 2012 CEMCA has earned $50.14 in

royalties.

5.3 – Productions (CDs)

We are currently earning an income from the sale of CEMCA Records’ newest production, Ola

Nocturna. The CD is being sold for $15.00 at our offices. Thus far we have sold 3 CDs in March

for a total of $45.00.

With Revive la Música, last semester CEMCA was given the opportunity to place a display in

Plaza las Américas with the purpose of selling Navidad de Revive la Música CDs, produced by


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Cuco Peña. CEMCA had the chance to promote the center as well as the Arte Negocios program.

See table 5.3

Table 5.3

Number of CDs Sold Cost Total

906 $5.00 $4,530.00

5.4- Publisher

CEMCA has administered the entire production process for the creation and sale of books under

CEMCA Press. Two publications have been developed between 2010 and 2012: 3 books on

Roberto Milano and Mi Pequeña Arpa by Elisa Torres.

The publisher has generated an income of $420 from the sales of Mi Pequeña Arpa. See table 5.4

Table 5.4

Number of Books Sold Cost Total

28 $15 $420.00

6. CEMCA Sponsored Projects

CEMCA has administered the following institutional projects:

Project Professor

Mi Pequeña Arpa Prof. Elisa Torres

Mi Arpa Navideña Prof. Elisa Torres

Jazz and AfroCaribbean Music Department’s Music Compilation (CD)

Prof. Luis Marín, Prof. Norberto Ortíz, Prof. Pedro Pérez and graduating students

Camerata Caribe (Aaron Copland)

Dicción para Cantantes (book) Prof. Ilca Lopez

Piezas Didácticas Puertorriqueñas para Trombón y Piano (book)

Prof. Alberto Rodriguez; requested by Prof. Luis Fred

Piezas Didácticas Puertorriqueñas para Flauta y Piano (book)

Prof. Alberto Rodriguez; requested by Prof. Josué Casillas

Canciones de Arte de Leonardo Egúrbida para Piano y Voz (book)

Prof. Alberto Rodriguez; requested by Prof. Ilca López

Ola Nocturna (CD: Puerto Rican & Latin-American works )

Prof. Francisco Cabán; guest pianist Prof. Ivonne Figueroa

Piano Gitano (CD: Contemporary Jazz) Prof. Brenda Hopkins

Manual Solfeo Jazz (book) Prof. Elías Santos-Celpa


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Devilish Songs (book) Prof. Armando L. Ramírez, Prof. Provi Seín

Raíces (CD: Latin Jazz) Prof. Armando L. Ramírez

Cuentos Animados Prof. Carmen Rivera-Lassén; CMPR students

7. Revive la Música Program

Since 2009, CEMCA and the Luis A. Ferré Foundation and the Banco Popular Foundation

organize an annual concert with a local guest artist. The purpose of this program is to give

children and teenagers from all over the island a chance to perform in a great concert and display

their talent and passion for music with instruments provided by Revive la Música. CEMCA is in

charge of producing the event and all rehearsals. The concert is held in the Puerto Rico

Conservatory of Music and admittance is free for the general public.

The participants come from different music schools in the island, the CMPR Preparatory School,

the Tras Talleres community, and the program Música 100 x 35.

We have been producing this event for three years; every year the number of students who

participate in the concert increases. See table 7

Table 7

34

73

93

2009 La Secta 2010 Millo Torres y el Tercer Planeta

2011 NG2

Year and Guest Artist

Revive la Música 2009-2011

Cantidad de participantes


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8. Conclusion

According to the data presented here we have seen a growth in different areas. Academic courses

have increased in enrollment; short courses have generated more revenue than in previous years,

the business orientation has increased and the number of people served to develop business plans

has reached the targets set by the HSIAC proposal.

During the 2011-2012 academic year 14 institutional projects have been managed and from

2009-2012 we have served more than 60 musical requests. From 2011-2012 we have announced

more than 10 jobs for music teachers at the Academy of Music Joel Davila, 3 CMPR students

have found employment in the academy and are actively working.

We have recorded two albums of great importance and popularity for the Conservatory of

Music; "Ola Nocturna" of Francisco Caban and Ivonne Figueroa and "A Lost American

Heritage" by Camerata Caribe. Both belonging to CEMCA Records.

The Publisher of the Conservatory has come to light with the publication of two books and will

continue to grow with new projects to come.

The CEMCA has been able to identify several areas of opportunity for growth. These are:

- Internships

- Musical requests

- Technological assistant

- Certifications

For the 2011-2012 academic years our aim is to establish new partnerships with other

organizations and companies, in order to offer students opportunities of local exchange. This

exchange will help students develop their entrepreneurial side.

We have been able to generate an income of $ 30.050 in musical requests, which gives the

student the opportunity to earn an income for their service but does not allow CEMCA charge an

amount for the management CEMCA performed. If CEMCA could have charge 10% of each

request made, we would have made a profit of $ 3.005.

One of CEMCA’s services is to assist the students and faculty in the register of their works.

Many students do not know the process and come to our office to receive orientation. For the

2012-2013 academic year we will like to have two computers available for students to sit and

register their works and any other task they need to carry out. These computers are also

necessary for the internships.


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Another area of opportunity, which impacts revenue generation of CEMCA, is certifications.

Today certifications are getting a great value and in Puerto Rico there is no institution that offers

a certificate in Music Business. Our goal is to develop a curriculum aimed to music business that

can provide a quality continuing education for the professional or student who wants to gain

knowledge in the field of music industry.

The CulturArte Entrepreneurial Center for Musicians will continue to comply with the items

proposed in the Strategic Plan 2010-2015.

Documents

Academic Progress Report 2009-2012 · Report CEMCA 2009-2012 18-April-2012 3 Introduction This report presents the results of the operations led by the CulturArte Entrepreneurial