Music Marketing (Degree)

Course Description

This course offers music students the opportunity to increase their practical comprehension of the music business, develop their own personal critical perspectives on how and where they will build their own careers in the current music industry. This course is designed to address career development from an experiential, entrepreneurial and business-minded point of view. Further, it is to complement the academic musical/artistic skills that students receive from their other courses. Student musicians should begin to see themselves as self-sufficient independent contractors, so that they can integrate their musical/artistic abilities into a holistic approach to their own music career. Furthermore students should begin to see their careers in a context that ranges from the local regional scene out to a national and then a global music business. Using practical examples and models from the working community as resource materials, the course features input from active and successful members of the current music industry. This course is ultimately project-oriented, where classroom lectures and discussions eventually lead to assignments, which are tied to real-world practical applications by the students. Students are encouraged to take materials produced from other recording and directed studies courses, then apply the knowledge gained from the Music Business course in order to address the various stages of shopping their product, building their own business plan and marketing campaign.