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 13, 2020

3-Credit Tuition

$2,760

Non-Credit Tuition

$2,560

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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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




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 support@online.berklee.edu 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

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

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.


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Instructor

Jason Fisher is a co-founding partner and head of strategy for Dream House (dreamhouselabs.com), a full-service creative company based in Los Angeles, CA.  Jason has lead major strategic consulting projects in the lifestyle/music marketing space for brands such as Coca-Cola, Levi's, Gatorade, and more.  Prior to co-founding Dream House, Jason spent 7 years as the Senior Director of Activation & Communications for all culture marketing (music, art, dance) projects at Red Bull where he was the strategic lead guilding long-term brand strategy and responsible for creating and delivering marketing campaigns across all major music and lifestyle activations for the brand (Red Bull Music Academy, Red Bull Sound Select, music festival activations, and on-demand/live content). 

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Jason's career began in the digital music space where he headed up digital marketing for 9 years at record labels such as Epitaph Records, ANTI- Records, Victory Records, and Immortal Records working with artists such as Tom Waits, Wilco, Bad Religion, Weezer, Rancid, and over 340 other album releases.    Read Less

What's Next?

When taken for credit, Music Marketing: Strategy for Consumer Brands can be applied towards these associated programs:

Associated Degree Major

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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