This course is highly regarded in both music business education and the industry at large. It will prepare you to become one of the next generation of Artist industry leaders and entrepreneurs. This is an intense course, but one which can help you to progress your career across a wide range of artist business disciplines.
This course has a unique curriculum. You will be able to combine a strong underpinning of key business skills (entrepreneurship, leadership, organizational management, and marketing with essential artist/music industry management knowledge (strategic innovation technology, intellectual property and copyright) and academic concepts and theories relevant to the industry today. On completion of this course you will be able to:
- Assess talent, their reliability, and determine their market potential
- Develop and negotiate contracts and deals
- Help develop or support the artists creative vision
- Guide artists through the music industry
- Analyze data, set goals, and track and measure results
- Draft business plans, marketing plans, and product release plans
- Develop or coordinate marketing, advertising and promotional materials
- Pursue record deals, agency representation, and publishing contracts
- Book shows, and tours, and develop touring strategies with agents
- Create and manage budgets and cashflow
- Develop itineraries and manage calendars
- Write grants and sponsorship proposals
- Develop and work with production teams
- Create plans to cultivate fan bases
- Understand artist rights and how royalties work
Course Outline:
- Artist Management & Booking
- Artist as a brand
- Managers vs Agents
- Exclusive vs non-exclusive
- Why and when should an artist get a manager
- Being your own manager
- Management contracts
- Making the business plan – Setting milestones, Budgeting
- Payment policies
- Press kits
- Ending of management agreement
- Record Labels & Digital Distribution
- Overview of the record industry
- Major and independent record labels
- Types of deals – 360 Degree Deals, album deals, Single song assignment deals
- Royalties
- Agreements
- Advances
- Determining the budget
- Live: Concerts, Festivals & Touring
- The Promoter, The Agent, The Venue
- The Riders
- The Artist’s Fee, gate share, bar share etc.
- Live performance as a revenue and promotion opportunity
- International touring
- Sponsorship and endorsement opportunities
- Merchandise
- Working at a venue or festival
- Finding the right venues for your live shows
- Business basic for putting on a show
- Advancing the show
- Understanding basic sound set up
- Contracts & dissecting of a contract
- Payment policy
ADD ONS
- Final Project
- Video Lectures Series
