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MODULES

MODULE 1: INTRODUCTION TO THE MUSIC BUSINESS

LESSON ONE
WELCOME TO THE CREATIVE ECONOMY
1. Arts as commerce, commerce as arts
LESSON TWO
ENTREPRENEURSHIP IN MUSIC

1. What is entrepreneurship in music?

2. Artist-Entrepreneur
3. The Music Business entrepreneu
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MODULE 2: INDUSTRIES OF THE MUSIC BUSINESS

LESSON ONE
THE PUBLISHING INDUSTRY (ROYALTY COLLECTION AND DISTRIBUTION)
1. Knowledge of the difference between Composition and Sound recording.
2. Role of publishers, PRO’s and composers.
3. Royalty collection for Performance rights: TV, Radio, online.
LESSON TWO
THE RECORDING INDUSTRY
1. Master Recordings
2. Labels promotional strategies: singles, albums, collaborations.
3. Digital distribution of sound recordings.
4. Sampling, remixes and covers.
LESSON THREE
THE LIVE MUSIC INDUSTRY
1. Learn about concert promoters, agents and venues
2. Concert production essentials (live music contracts)
3. Logistics, ticket selling revenue, securing an international agent, starting a booking agency.
LESSON FOUR
THE INTERACTIVE INDUSTRY (SYNCS, PLACEMENTS AND OPPORTUNITIES IN THE DIGITAL INDUSTRY)
1. The basics of synchronization to film and TV, commercials, etc.
2. Utilizing opportunities in the digital industry (live shows using digital gadgets and media)
LESSON FIVE
MUSIC DISTRIBUTION
1. Learn about local and international platforms
2. Music planning and Music submission for artists
3. The importance and functions of Music Aggregators and DIY platforms.
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MODULE 3: MANAGEMENT AND A&R/MUSIC DEVELOPMENT

LESSON 1
ARTIST MANAGEMENT
1. The roles of managers and management.
2. The skills and traits required for talent management.
3. Learn about conflict of interests and how they can adversely affect the artist-manager relationship.
4. Introduction to contracts for managers.
5. Learning to get and prepare artist for gigs (concerts, cultural events, festivals etc)
Case study: CIMFEST
LESSON TWO
MANAGERS AND A&Rs AS STAKEHOLDERS IN TALENT DEVELOPMENT.
1. Understand the role of an A&R.
2. Ability to highlight revenue opportunities for A&R practitioners in the industry.
3. Knowledge of the A&R process and players involved.
4. Understand the role of an artist managers and stakeholders in talent development.
5. Ability to highlight revenue opportunities for artist managers.
6. Learning to propose managerial advice for artists.
LESSON THREE
TALENT DISCOVERY, ASSESSMENT AND DEVELOPMENT
1. Understanding the artist development process.
2. Learning how to assess discovered talent.
3. The Artist’s Life Cycle.
LESSON FOUR
TOOLS AND PLATFORMS FOR RECORDING ARTISTS
1. Understand revenue generating processes and mechanics on music platforms based on regions and other factors
LESSON FIVE
ARTIST PLANNING
1. Knowledge of elements in an artist’s plan and business plan.
2. Marketing activities for each stage of the artist’s growth using the Artist life cycle.
LESSON SIX
ARTISTIC IDENTITY AND ESTABLISHING A CORE AUDIENCE
1. Identify important elements of audience and fan engagement for conversions.
2. Knowledge about creating an identity for talents.
3. How to use social media and existing digital platforms to establish core audience.
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MODULE 4: BRANDING AND MARKETING

LESSON ONE
MUSIC AND BRAND MARKETING
1. Building an artist brand.
2. Public relations and its importance
3. The basics of music marketing and relevant marketing concepts.
4. The role of decision making in music marketing.
LESSON TWO
MUSIC MARKETING STRATEGY
1. Developing marketing objectives for artist’s music and brand
2. Evaluating marketing projects in line with strategic or business plan.
LESSON THREE
SOCIAL MEDIA AND DIGITAL MARKETING IN MUSIC BUSINESS (Music Ally Class)
1. Using social media as a marketing tool.
2. Data Collection through social media.
3. The importance and practical use of Digital Marketing (Social Media Ads, Email Marketing, Newsletters) in Music and Brand Marketing.
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MODULE 5: CONTRACTS AND IP EVALUATION

LESSON ONE
MUSIC INDUSTRY CONTRACTS I (MANAGEMENT AND LABEL CONTRACTS)
1. What artist need to know before signing contracts.
2. What the manager needs to know about contracts.
3. Record label contracts
4. Defining and differentiating the roles of managers and labels using contracts.
LESSON TWO
MUSIC INDUSTRY CONTRACTS II (ENDORSEMENTS, PERFORMANCES, SPONSORSHIPS)
1. Understanding contract terms and clauses, their meanings and consequences.
2. Learning contract drafting and negotiation.
LESSON THREE
INTELLECTUAL PROPERTY EVALUATION (TRADEMARKS, PATENTS, MONETISING INTELLECTUAL PROPERTY)
1. Understanding how the industry protects and monetizes Intellectual Property.
2. Knowledge of considerations that shape IP laws.
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MODULE 6: MUSIC MONETIZATION

1. WHAT IS COPYRIGHT
2. COMPOSITION VS. RECORDING
3. COLLECTING MECHANICAL ROYALTIES
4. MASTER USE
5. THE FOUR PRIMARY TYPES OF MUSIC PUBLISHING INCOME
6. THE ROLE OF MUSIC PUBLISHERS
7. PUBLIC PERFORMANCE
8. THE NMPA AND RECENT COPYRIGHT LAW CHANGES
9. Understanding different revenue streams for artists
10. The role of CMO and PRO (SASEM, ASCAP, BMI, etc.)
11. Music Distribution
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MODULE 7: PROCESSING MUSIC INDUSTRY DATA

LESSON ONE
MEET THE PYRAMID DATA AND THE TROUBLE WITH DATA
1. Data layer
2. Information Layer
3. Knowledge Layer
4. Intelligence Layer
5. Common issues with Music Industry Data
LESSON TWO
DATA COLLECTION, ANALYSIS AND DATA-DRIVEN STRATEGIES FOR MARKETING
1. Data collection methods: Sales, Streaming, Social media and more
2. Data Analysis and visualization tools
3. Key Performance indicators (KPIs) for artist success and market trends.
4. Data-driven strategies for marketing, promotion, and artist development
5. Emerging trends: AI, machine learning, and predictive analysis.
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MODULE 8: MUSIC, MONEY AND SUCCESS

1. Setting financial goals and creating budget
2. Managing cash flow and expenses
3. Building multiple income streams
4. Balancing artistic vision with commercial viability
5. Contact is the new currency
6. Managing fame
7. Consistency
8. Insights on engaging your music to yield money
9. Breaking forth successfully in the competitive industry
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