Music Marketing: Strategy for Consumer Brands

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Authored by Jamal Dauda, Stephen Canfield

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Course Code: OMBUS-676

Next Term Starts January 14

3-Credit, Graduate Level Course

Relationships between artists and consumer brands are increasingly symbiotic, helping to strengthen emotional connections with their audiences, develop meaningful relationships, and earn revenue. In Music Marketing: Strategy for Consumer Brands, you will learn to make appropriate alignments between brands and artists and devise strategies for campaigns that have measurable outcomes, such as KPIs (key performance indicators) and ROI (return on investment), that inform further investment. The goal of this course is to position you to conceptualize, build, and execute best-in-class music campaigns for consumer brands in a professional, real-world context through research, analysis, presentation, and critique. 

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

  • Evaluate whether brands have a rightful place in the music space and how to adapt strategies to increase relevance where it doesn’t exist
  • Articulate the value emotion plays in driving purchasing decisions and assess how music can be leveraged to enhance these connections
  • Quantify brands’ assets that are of value to the artist community and can provide the foundations for a campaign
  • Identify what a brand looks for in terms of an artist’s communication, team, and brand before considering them for partnership
  • Develop campaigns that simultaneously deliver value for artists and the brand for authentic ambassadorship
  • Avoid major mistakes that many brands make relating to the artist community relating to payment, approvals, and contracting 
  • Add further cohesion to campaigns through a focus on storytelling across the PESO (paid/earned/shared/owned) model
  • Assess the ROI of a campaign, based on its targets and KPIs to understand whether it’s a good spend of company resources
  • Deliver concepts and campaigns that go beyond marketing consumer products to impact consumers and the industry in more meaningful ways
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Overview Syllabus Requirements Instructors Request Info

Syllabus

Lesson 1: Introduction to Music Marketing for Brands

  • Marketing Music vs. Consumer Products
  • A Brief History of Branded Entertainment
  • Challenges and Opportunities 
  • The Future: Emerging Trends and Innovation
  • Assignment 1: Artist/Brand Pros and Cons Short Essay

Lesson 2: Why Brands Work in Music  

  • Engaging the Most Valuable Demographic
  • Increasing Consumer Sentiment 
  • The Value of Ambassadorship
  • The Power of Emotional Connection
  • Assignment 2: Brand Case Study Part 1: Interview and Essay

Lesson 3: Common Characteristics of Successful Campaigns

  • Realistic Goals
  • Relevance in the Space
  • Activation of a Brand’s Existing Assets
  • Credibility, Engagement, and Reach
  • Assignment 3: Brand Case Study Part 2: Research and Essay

Lesson 4: The Pillars of Music Marketing

  • Artists
  • Events
  • Content
  • Consumer Engagement and Amplification
  • Assignment 4: Music Marketing Campaign Strategy Part 1: Analysis and Objectives

Lesson 5: What Brands Want from Artists

  • Professionalism
  • Reach
  • Engagement
  • Momentum
  • Assignment 5: Music Marketing Campaign Strategy Part 2: Artists

Lesson 6: Artist Collaborations and Endorsement

  • Building Relationships
  • Win/Win Collaboration
  • Importance of Timing
  • Watch-Outs
  • Assignment 6: Music Marketing Campaign Strategy Part 3: Collaborations

Lesson 7: Events and Sponsorships

  • Partnering vs. Producing
  • Understanding the Consumer Journey
  • Making an Impact
  • The Halo Effect
  • Assignment 7: Music Marketing Campaign Strategy Part 4: Events

Lesson 8: Content Development

  • Assigning a Purpose
  • Establishing a Voice
  • Developing the Format
  • Saying Something Unique
  • Assignment 8: Music Marketing Campaign Strategy Part 5: Voice and Format

Lesson 9: Consumer Engagement and Amplification

  • Storytelling
  • Campaign Amplification - Pre
  • Campaign Amplification - During
  • Campaign Amplification - Post
  • Assignment 9: Music Marketing Campaign Strategy Part 6: Timeline and PESO Model

Lesson 10: Driving Results

  • Defining Targets
  • Tracking Key Performance Indicators (KPIs)
  • Measuring Return on Investment (ROI)
  • Trusting Your Intuition
  • Assignment 10: Music Marketing Campaign Strategy Part 7: Targets and KPIs

Lesson 11: Differentiation

  • Assessing the Market Landscape
  • Playing to Your Strengths
  • Keeping It Simple
  • Driving Innovation
  • Assignment 11: Finalize Music Marketing Campaign Strategy: Impact

Lesson 12: Case Study - Red Bull

  • Campaign Overview
  • Credibility
  • Engagement
  • Reach

Requirements

Required Textbooks

The Brand Gap: How to Bridge the Distance between Strategy and Design, by Marty Neumeier, New Riders

Brand Leadership: The Next Level of the Brand Revolution, by David A. Aaker and Enrich Joachimsthaler, Free Press


Recommended Textbooks

Our Band Could Be Your Life, by Michael Azerrad, Back Bay Books


Software Requirements

Mac Users

  • OS X 10.9 Mavericks or higher (click here for system requirements)
  • Latest version of Google Chrome

Windows Users

  • Windows 7 or higher (click here for system requirements)
  • Latest version of Google Chrome

Hardware Requirements

  • 500 MB hard drive space
  • Speakers or headphones
  • Webcam
  • Internet connection with at least 4 Mbps download speed (http://www.speedtest.net to verify or download the Speedtest by Ookla app from your mobile app store)

Instructors

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Author & Instructor

Jamal Dauda currently serves as Global Head of Music at WeTransfer. Recognized in 2018 as one of Adweek’s Creative 100, he has spearheaded branded film projects with Bjork, Courtney Barnett & Kurt Vile, Zola Jesus, Fleet Foxes, and many others. Previous to his time at WeTransfer, he worked at Red Bull as their first ever Artist Marketing Manager helping to further diversify their vast music profile throughout North America.


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Author & Instructor

Stephen Canfield is an expert in global brand strategy. Currently serving as vice president of marketing for WeTransfer, he oversees global marketing communications, music, arts, education and brand for a platform with more than 40 million monthly active users in 107 countries. He is also known for his tenure as program director for Red Bull Sound Select, an accelerator program for emerging artists leveraging more than 200 yearly events, in-studio collaborations with leading creators, distribution, and marketing to drive organic brand ambassadorship.

Questions?

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

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

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