Music Business Management and Leadership


Authored by Tonya Butler


Course Code: OMBUS-692

Now Enrolling for Sept 30 Term Start

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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Lesson 1: Leadership Concepts

  • What’s in a Leader?
  • Leadership Theories
  • Leadership vs. Management
  • Leadership Styles
  • Assignment 1: Case Study Analysis - Steve Jobs

Lesson 2: Transformational Leadership Theory

  • Transformational Leadership
  • The Effectiveness of Transformational Leadership
  • Authentic vs. Inauthentic Transformation
  • Measurement of Transformational Leadership
  • The Multifactor Leadership Questionnaire
  • Assignment 2: Case Study Analysis - Leadership Styles

Lesson 3: Organizational Management of the Creative Industries

  • Introduction to Organizational Behavior
  • Organizational Behavior
  • Hard and Soft Skills
  • Personality and Intelligence
  • Rank and Status
  • Assignment 3: Case Study Analysis - Renewing the Sydney Opera House

Lesson 4: Managing Creative Individuals

  • The Creative Personality
  • Personality Testing
  • The Creative Process
  • Managing the Creative Personality
  • Assignment 4: Case Study Analysis - Richard Branson

Lesson 5: Attitude, Motivation, Empowerment, and Satisfaction

  • How Attitudes Are Formed
  • Managing the Creative Attitude
  • Intrinsic vs. Extrinsic Motivation
  • What Motivates the Creative
  • Effective Empowerment
  • Commitment, Loyalty, and Satisfaction
  • Assignment 5: Case Study Analysis - Oprah Winfrey

Lesson 6: Team Building and Performance

  • Building and Leading Teams
  • Optimizing Performance
  • Harnessing Collective Focus
  • Harnessing Creative Potential
  • Assignment 6: Case Study Analysis - World Wrestling Entertainment

Lesson 7: Organizational Structure

  • Fundamental Structures
  • Structural Trends
  • Structural Influences
  • Assignment 7: Case Study Analysis - Amazon’s Jeff Bezos

Lesson 8: Organizational Change

  • Issues of Organizational Change
  • External and Internal Drivers of Change
  • Change Management
  • Dealing with Stress and Other Contingencies
  • Assignment 8: Case Study Analysis - Adaptive Leadership

Lesson 9: Organizational Conflict and Negotiation

  • Organizational Conflict
  • The Conflict Process
  • The Negotiation Process
  • Assignment 9: Case Study Analysis - Artistic vs. Marketing Conflict

Lesson 10: Organizational Decisions

  • The Decision-Making Process
  • Influences on Decision-Making Process
  • Other Factors That Influence Decisions
  • The Influence of Big Data on Decision Making
  • Assignment 10: Case Study Analysis - How Useful Is Customer Data for Music?

Lesson 11: Organizational Power and Politics

  • Power vs. Authority
  • Forms and Basis of Power
  • Symbols of Power
  • Influence Tactics
  • Male vs. Female Leaders
  • Assignment 11: Turnaround and Transformation

Lesson 12: Organizational Culture and Ethics

  • Organizational Culture
  • Internal and External Influences
  • Ethical Concepts
  • Governance
  • Discussion: Organizational Culture at DreamWorks Animation


Prerequisites and Course-Specific Requirements 

Required Textbook(s)

After enrolling, please check the Getting Started section of your course for potential deals on required materials. Our Student Deals page also features several discounts you can take advantage of as a current student. Please contact for any questions.

General Course Requirements

Below are the minimum requirements to access the course environment and participate in live chats. 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 (available in the course when joining your first chat)
  • Webcam
  • Speakers or headphones
  • External or internal Microphone
  • Broadband Internet connection



Author & Instructor

Tonya Butler is an accomplished educator, attorney, administrator, and motivational speaker. She serves as the Assistant 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.

What's Next?

When taken for credit, Music Business Management and Leadership can be applied towards these associated programs:

Associated Degree Major


Contact our Academic Advisors by phone at 1-866-BERKLEE (U.S.), 1-617-747-2146 (INT'L), or by email at

We can also answer basic questions in the comments below. Please note that all comments are public.