Artist Management

You'll start by discovering the innovations, technologies, and powerful trends that are guiding the industry's future in Music Business Trends and Strategies,. This course will guide students through the critical areas of growth in the new music industry, including publishing and licensing; marketing, promotion, and retail best practices; proper utilization of free music; fan funding and other forms of creative revenue for musicians; current practices for utilizing video, and new business opportunities.

With a firm understanding of the major forces in music of today and tomorrow, you'll be well prepared to tackle the more area-specific courses that follow.

Next, Music Marketing 101 provides artists, managers, and music business entrepreneurs with the foundational music marketing base they'll need to succeed and thrive in this new music business. This course starts with the basics – an overview of key music marketing principles, terms, and practices, which together form the foundation for all music marketing plans. From there, students will dig into the key areas of opportunities for musicians, including merchandising, publicity, radio promotion (online and traditional), retail & distribution (online and traditional), advertising, and touring. Students will learn what companies and partners to work with to reach their core fans, how to communicate with them, and the ways to leverage the changes and new opportunities that the Internet offers to marketers. By the end of this course in the program, you'll have an active marketing plan and timeline tailored to your own unique strengths and budget.

From there, Music Licensing will show you how licensing is one of the most lucrative and rewarding revenue streams for many artists. Licensing powers virtually every use of music, from digital download stores, to live performance, to music across mixed media. You'll discover how to create new avenues for placement of your own music, identify current opportunities for your copyrights, understand the difference between master/publishing revenue streams, and how to use online resources to introduce your music to music supervisors, ad creative, video game producers, and more. The course will provide you with the knowledge needed to monetize your own creative property across various licensing uses. You'll be able to create a summary licensing plan capable of acting as a business plan for your licensing efforts by the end of the course.

In Concert Touring, you'll learn that touring continues to be the major source of income for bands large and small, from developing artists playing small clubs to big name bands like the Rolling Stones. The essential components of organizing a successful tour will be examined, as well as the best ways to effectively merchandise and promote your tour. Finally, you'll see how all of the technical aspects of a tour, from sound and lights to stage plots and settling up, play a role in that tour's success.

To round out the certificate program, Artist Management explores the role and importance of the artist manager, what they do, and how they impact the career of an artist or band. Among the range of topics discussed are leadership strategies, money management, motivational techniques, career planning, and what to do when things go wrong. By the end of the course, you'll not only understand the important contractual and financial information you need to know, but will also be able to implement key methods for success and create innovative strategic plans for your artists.

For aspiring managers, self-managed bands, or current managers looking to sharpen their skills, the Professional Certificate in Artist Management will allow you to confidently take the lead in guiding your band to success. Read Less