Music Business Management and Leadership


Authored by Tonya Butler


Course Code: OMBUS-692

Next semester
starts June 24

12 Weeks

3-Credit Tuition


Non-Credit Tuition


Leadership and Management in the Music Industry will explore the concept of leadership as it applies to the unique challenges involved in working with creatives and managing music, entertainment, and arts-related organizations. Using established research, articles, videos, current events, interviews, and profiles on some of the creative and business industry’s most “visionary” leaders, students will examine the various styles of leadership with particular emphasis on case study analysis and the application of leadership concepts to real-world scenarios. Through self-assessments, you will identify your own personal strengths and weaknesses, your professional leadership style, and your ability, potential, and desire to effect individual and organizational change. In other words, you’ll learn to not only lead the change, but how to bring the rest of the music industry with you.

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By the end of this course, you will be able to:

  • Describe the characteristics and attributes of a successful leader
  • Distinguish between the various leadership theories and styles
  • Describe the difference between being a leader vs. being a manager
  • Conduct research and perform case study analysis of popular leaders
  • Identify the characteristics of a creative organization and its structure
  • Understand the creative process and how to work with creative individuals
  • Identify the elements of organizational change and conflict
  • Understand the decision-making process and the importance of data
  • Recognize the difference between power and authority
  • Define organizational culture and the factors that influence it
  • Apply each concept to the music and creative industries
  • Identify personal strengths, weaknesses, and leadership styles
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Overview Syllabus Requirements Instructors
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Lesson 1: Leadership Concepts

  • What’s in a Leader?
  • Leadership Theories
  • Leadership vs. Management
  • Leadership Styles

Lesson 2: Organizational Behavior

  • What is Organizational Behavior?
  • Organizational Behavior Management
  • Organizational Behavior as It Applies to the Creative Industries
  • Hard and Soft Skills

Lesson 3: Organizational Structure

  • Organizational Structure and the Music Industry
  • Music Industry Value Chain
  • The “Big Three” Structure
  • Key Considerations of Choosing a Structure
  • Fundamental Structures
  • Structural Trends and Influences

Lesson 4: Organizational Change

  • What is Organizational Change?
  • Drivers of Change
  • Change within the Music Industry
  • Resistance to Change
  • Change Management

Lesson 5: The Creative Personality

  • Defining the Creative Personality
  • Creativity
  • Walking Contradictions
  • Personality Testing
  • Personality Test Types
  • The Creative Process
  • Managing Creatives

Lesson 6: The Creative Attitude

  • Attitude Is Everything
  • What Is Attitude?
  • Types of Attitude
  • Managing Negative Attitudes
  • Attitude and Self-Awareness

Lesson 7: Building and Managing Creative Teams

  • Defining “Team”
  • Types of Teams
  • Building a Creative Team
  • Managing a Team of Creatives
  • Teams in the Music Industry

Lesson 8: Organizational Conflict and Negotiation

  • Defining Conflict
  • The Conflict Process
  • Managing Conflict
  • The Negotiation Process

Lesson 9: Decision Making

  • Organizational Decisions
  • The Decision-Making Process
  • Exercise: Decision-Making Assessment
  • Influences on Decision-Making Process
  • Discussion 9.1: Discussion Question: Case Study Analysis - The Taste Case
  • The Impact of Big Data on Decision-Making

Lesson 10: Power and Politics

  • Forms and Bases of Power
  • Power vs. Authority
  • Symbols of Power
  • Influence Tactics

Lesson 11: Organizational Culture

  • What is Organizational Culture?
  • Levels of Organizational Culture
  • Organizational Culture Types
  • Factors that Influence Culture
  • Leadership’s Influence on Culture
  • Culture Change

Lesson 12: Transformational Leadership

  • Dimensions of Transformational Leadership
  • Authentic vs. in-authentic Transformation
  • Your Next Steps


Prerequisites and Course-Specific Requirements 

Prerequisite Courses, Knowledge, and/or Skills
Completion of Music Business Revenue Streams, The Business of Music Marketing, Data Analytics in the Music Business, Music Business Finance for Entrepreneurs, Music Business Law, Artist Management in the Music Business, Music Business Policy, and Music Business Research Methods or equivalent knowledge and experience is required.


Student Deals
After enrolling, be sure to check out our Student Deals page for various offers on software, hardware, and more. Please contact with any questions.

General Course Requirements

Below are the minimum requirements to access the course environment and participate in Live Classes. Please make sure to also check the Prerequisites and Course-Specific Requirements section above, and ensure your computer meets or exceeds the minimum system requirements for all software needed for your course. 

Mac Users

PC Users

All Users

  • Latest version of Google Chrome
  • Zoom meeting software
  • Webcam
  • Speakers or headphones
  • External or internal microphone
  • Broadband Internet connection


Tonya Butler


Tonya Butler is an accomplished educator, attorney, administrator, and motivational speaker. She serves as the Chair of the Music Business/Management Department at Berklee College of Music. Prior to this position, she was Director of the Music Industry Studies program at Minnesota State University, Mankato, Coordinator of Music Business at the University of Memphis and Course Director of Entertainment Marketing and Media Distribution at the Los Angeles Film School. Butler spent 14 years as an entertainment attorney working in-house for record and publishing companies and film studios. Notable clients included Rhino Records, MGM Music, and Global Disc Records. Butler is a longtime music industry advocate, having served on Memphis and Shelby County's music, film, and television commissions; the Memphis Rock ‘n’ Soul Museum Board of Directors; and the Music and Entertainment Industry Educators Associations Executive Board. She is a voting member and former two-term Governor of the Memphis Chapter of the Recording Academy and the current Chair of the College Music Society’s Committee on Music Business and Industry Engagement.

Ana Reina


Ana Reina is a Marketing and Management consultant with 20 years of experience in the Entertainment Industry. Her passion flourished in leadership roles such as a Artist Manager, Marketing Consultant, Creative Producer and Event Planner dealing with brands such as Puma, House of Blues, Hard Rock, Budweiser, Red Bull, Disney, FOX, Nickelodeon, BET, ESPN and other various radio and television outlets. Her expertise has helped clients such as independent musical artists, labels, entrepreneurs, managers, corporations and production companies to achieve high levels of brand recognition and success. In addition, Ana has taught and mentored students at other prestigious multi-media schools such as Full Sail University (Orlando, FL) and Los Angeles Film School.

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