Music Marketing: Strategy for Consumer Brands

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Authored by Jamal Dauda, Stephen Canfield


Course Code: OMBUS-676

Now Enrolling for Sept 30 Term Start

3-Credit Tuition


Non-Credit Tuition


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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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 Mode

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: Case Study: Red Bull 

  • Campaign Overview
  • Credibility
  • Engagement
  • Reach
  • Assignment 11: Finalize Music Marketing Campaign Strategy: Impact 

Lesson 12: Music Marketing Ethics

  • Respect the Art
  • Finding the Win/Win
  • Deliver What You Promise
  • Stakes


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

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.



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.

What's Next?

When taken for credit, Music Marketing: Strategy for Consumer Brands 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.