Learn how to build powerful partnerships between artists and consumer brands. This graduate-level music business course teaches you how to design and measure music marketing campaigns, preparing you to create effective, real-world strategies that drive engagement and results for both parties involved.
Key Learning Outcomes
- Design artist-brand marketing campaigns that deliver measurable value to both the brand and the creative partners
- Translate brand goals into music-driven campaigns built around emotion, storytelling, and cultural relevance
- Define campaign objectives, targets, and KPIs that align marketing investment with business outcomes
- Develop partnership strategies that position artists as authentic collaborators rather than promotional assets
Course Description
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.
By the end of this course, you will be able to:
- Evaluate whether a brand’s presence in music is credible and redesign strategies when relevance is weak
- Structure campaigns across the PESO model to ensure cohesion, amplification, and long-term impact
- Quantify brand assets and resources that support artist partnerships and experiential marketing
- Avoid common brand–artist pitfalls related to compensation, approvals, contracts, and creative control
- Measure campaign performance and ROI to inform future strategy and investment decisions
- Create campaign concepts that influence culture and industry norms beyond product promotion
Syllabus
Lesson 1: Introduction to Music Marketing for Brands
- Marketing Music vs. Consumer Products
- A Brief History of Branded Entertainment
- Marketing a Brand with Music: 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 Trust
- The Value of Ambassadorship
- The Power of Emotional Connection
- Assignment 2: Brand Case Study Part 1: Research and Essay
Lesson 3: Common Characteristics of Successful Campaigns
- Realistic Goals
- Relevance in the Space
- Efficient Use of the Brand
- Credibility, Engagement, and Reach
- Assignment 3: Brand Case Study Part 2: Interview and Essay
Lesson 4: The Pillars of Music Marketing
- Artists
- Events
- Content
- Consumer Engagement and Amplification
- Assignment 4: Music Marketing Campaign Strategy Part 1: Umbrella Theme
Lesson 5: Driving Results
- Why Metrics Matter
- Overarching Goal
- Objectives
- Key Results
- Health Metrics
- Assignment 5: Music Marketing Campaign Strategy Part 2: Targets and KPIs
Lesson 6: What Brands Want from Artists
- Professionalism
- Reach
- Engagement
- Momentum
- Assignment 6: Music Marketing Campaign Strategy Part 3: Filters
Lesson 7: Artist Collaborations
- Building Relationships
- Win/Win Collaboration
- Timing and Timelines
- Watch Outs
- Assignment 7: Music Marketing Campaign Strategy Part 4: Artists
Lesson 8: Events and Sponsorships
- Partnering vs. Producing
- Understanding the Consumer Journey
- Making an Impact
- The Halo Effect
- Assignment 8: Music Marketing Campaign Strategy Part 5: Events
Lesson 9: Content Development
- Assigning a Purpose
- Establishing a Voice
- Developing the Format
- Content Strategy
- Saying Something Unique
- Assignment 9: Music Marketing Campaign Strategy Part 6: Content
Lesson 10: Consumer Engagement and Amplification
- Paid Media
- Earned Media
- Owned Media
- What Happened to the S in PESO?
- Assignment 10: Music Marketing Campaign Strategy Part 7: PESO Model
Lesson 11: Case Study: Red Bull
- Context and Approach
- Points of Differentiation
- Pillars
- Summary
- 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
Requirements
Ready to submit an unofficial copy of your transcript?
Submit TranscriptPrerequisites and Course-Specific Requirements
Prerequisite Courses, Knowledge, and/or Skills
Completion of Music Business Revenue Streams, The Business of Music Marketing, and Data Analytics in the Music Business or equivalent knowledge and experience is required.
Textbook(s)
- The Brand Gap: How to Bridge the Distance between Strategy and Design by Marty Neumeier (New Riders, 2005)
- Brand Leadership: The Next Level of the Brand Revolution by David A. Aaker and Enrich Joachimsthaler (Free Press, 2000)
Student Deals
After enrolling, be sure to check out our Student Deals page for various offers on software, hardware, and more. Please contact support@online.berklee.edu 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
- macOS Monterey 12.0 or later
PC Users
All Users
- Latest version of Google Chrome
- Zoom meeting software
- Webcam
- Speakers or headphones
- External or internal microphone
- Broadband Internet connection
Instructors
Author
Stephen Canfield is an expert in global brand strategy. Currently serving as the Head of Host Marketing at Airbnb, his team is responsible for growing the host community and bringing new products to market. Prior to that, he worked as Vice President of Marketing for WeTransfer and is also known for his tenure as program director for Red Bull Sound Select. Stephen plays guitar and graduated from Berklee College of Music with his degree in Music Business/Management.
Author
Jamal Dauda currently serves as the Vice President of Content Marketing at Playboy. Prior to that, he was the Global Head of Music at WeTransfer and the first-ever Artist Marketing Manager at Red Bull, where he helped to further diversify their vast music profile throughout North America. 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.
Instructor
Chris Roberts currently serves as the Global Head of Events at Riot Games. Prior to that, he was the Head of Artist Relations at VICE Media, Sr. Manager of Events at Red Bull Music, and Festival Director at SXSW Music. Recognized by Music Ally Sandbox awards for his innovative music marketing campaign for Robyn’s Honey, and AdAge with a Media Vanguard award for The Creators Project, Chris has worked with the worlds top talent in a branded environment, the likes of Arcade Fire, Spiritualized, Big Sean, Snoop Dogg, Justice, Daft Punk, Robyn, Action Bronson, Justice, Migos, Animal Collective, Tokimonsta, and many many more.
What's Next?
When taken for credit, Music Marketing: Strategy for Consumer Brands can be applied towards the completion of these related programs:
Related Certificate Programs
Related Degree Majors
Related Music Career Roles
Employers look for skills learned in this course, when hiring for the following music career roles:
A&R Director
A&R Representative
College Marketing Representative
Marketing Manager
Marketing Representative
Music Director/Curator (Radio/Streaming Service)
Record Company Executive
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.
