Berklee2005: Build on Our Strengths 1.8

1.8 Build relationships with the music industry

Create programs with leading music industry foundations to strengthen friendships within the music industry and garner added visibility for the college.

(progess as of August 2004, August 2003, August 2002, August 2001)

Progress as of August 2005
In the spring of 2004 responsibility for this initiative was assumed by Berklee Media. Berklee Media, as part of an overall effort, has been developing numerous new relationships with various music industry partners to support its Berklee Press and the Berkleemusic online music school projects. Together with its partners, Berklee is reaching larger and more global audiences interested in a traditional Berklee education, a book or DVD, or online courses. Key relationships are described below.

Hal Leonard. Sales of the Berklee Press product line continue to grow as the distribution network expands globally.

Billboard. A broad agreement has been reached with Billboard and its parent company VNU Media. Our ongoing partnership with Billboard continues to grow, driving large numbers of visitors to our site from their various online entities.

Digidesign. Berklee has a strong partnership with this firm, the leading supplier of ProTools computer audio recording equipment, to support the education of their customer base.

Numark. This turntable manufacturer helped Berklee Press launch its turntabling and DJ products by distributing Berklee’s books and DVDs to the marketplace.

D’Addario. We recently entered into a partnership with the D’Addario string company to promote the online guitar courses at Berkleemusic.

Boston Symphony Orchestra. Berklee and the BSO have partnered to provide online music instruction to the BSO community via Berkleemusic. The BSO also provides discounted tickets to the Berklee community for its concerts and local events.

Apple, Cakewalk, MakeMusic, M-Audio, Abelton, Propellerheads and MOTU. These companies and others provide software to Berklee for use on-campus and in the Berkleemusic.com online music school.

ASCAP, NSAI, Line-6, Harmony Central, Waves, Diskfaktory, Muse’s Muse, World Wide Learn, Sound On Sound, Waves, Rolling Stone, and audiomidi.com. Berklee has affiliate marketing agreements with these companies and organizations to promote the online music school, books, and DVDs.

National Association of Music Manufacturers (NAMM). This relationship often leads to gifts of hardware and software, as well as valuable contacts in the music industry.

There are many other relationships that the college has with the music industry through its development and advancement efforts, across the academic divisions, and through its technology initiatives, including the student computer purchase plan. The focus in coming years will be to expand Berklee’s reach in areas of strategic value and importance, and make sure that the college is fully engaged in the music industry of today and tomorrow.

Progress as of August 2004
In the spring of 2004 responsibility for this initiative was passed from the president to the vice president for Berklee Media. Berklee Media, as part of an overall effort, has been developing numerous new relationships with various music industry partners to support its Berklee Press, Berkleemusic and the online music school projects. These relationships consist of mutually beneficial opportunities for Berklee and its partners that drive revenue, visibility and the college’s overall participation in the industry. Together with its partners, Berklee is reaching larger and more global audiences interested in a traditional Berklee education, a book or dvd, or online courses. Key relationships are described below.

Hal Leonard. Berklee’s distribution and publishing relationship with Hal Leonard remains active. Sales of the Berklee Press product line continue to grow as the distribution network expands globally. Through Hal Leonard, Berklee works with thousands of music stores, bookstores, and affiliated retail partners around the world; income generated is approaching $2 million per year.

Billboard. A broad agreement has been reached with Billboard and its parent company VNU Media to partner with Berklee by building-out and expanding the activities and services begun on the Berkleemusic.com Career Center. Billboard has been promoting the Career Center and online music school in its magazine and across a host of their online properties including Billboard.com and Billboard.biz. They have agreed to provide the equivalent of $500,000 in advertising for Berklee in each of the next three years.

Digidesign. Berklee has a strong partnership with this firm, the leading supplier of ProTools computer audio recording equipment, to support the education of their customer base. Digidesign helps distribute and promote ProTools-related books and online courses from Berklee. Berkleemusic is also the exclusive provider of online instruction for ProTools 101, which has helped position Berklee centrally in the ProTools universe.

Sweetwater and Soundtree. These online retailers specialize in audio- and education-related markets, and are offering Berkleemusic online courses to their customer base. This relationship provides the opportunity to experiment with the possibilities of using retail music outlets to promote Berklee’s online music school. The results to date have not been spectacular, but there is promise in using a retail distribution network to support online course offerings.

Numark. This turntable manufacturer helped Berklee Press launch its turntabling and DJ products by distributing Berklee’s books and dvds to the marketplace. Much of the visibility of Berklee’s pioneering efforts in this area came from the college’s work with Numark.

Emagic/Apple, Cakewalk, CODA Music, M-Audio, and MOTU. These companies and others provide software to Berklee for use on campus and in the BerkleeMusic.com online music school. These leading software applications are used to teach production, songwriting, music theory and related technical courses. In several cases, Berklee Press has produced books that these companies help promote and distribute.

ASCAP, NSAI, Guitar Center, Line-6, Harmony Central, Waves, Diskfaktory, Muse's Muse, World Wide Learn, Guitar.com, and audiomidi.com. Berklee has affiliate marketing agreements with these companies and organizations to promote the online music school, books, and dvds. The reach of these industry partners covers the vast majority of the musician population and the college is expanding this affiliate network on a monthly basis.

Connected offices include Information Technology and Institutional Advancement.

Closely related initiatives include Build Internet Presence, Increase Institutional Visibility, and Create New Alumni Relationships.

Music Industry Relationships Leadership Oversight Group
Lee Eliot Berk President, Chair/Cabinet Liaison (retired 6/04)
David Kusek Vice President for Berklee Media, Chair/Cabinet Liaison (appointed 6/04)
Jack Coffey Trustee
John Doelp Trustee
Mike Dreese Trustee Emeritus
Don Rose Trustee
Chris Halaby Trustee
Leanne Summers Trustee
Craigie Zildjian Trustee
Laura Kulba Board Liaison
David McKay Vice President for Institutional Advancement
David S. Mash Vice President for Information Technology
Marjorie O’Malley Assistant Vice President for Institutional Advancement
J. Curtis Warner Assistant Vice President for Community and Governmental Affairs

Music Foundations Task Force
Marjorie O’Malley Assistant Vice President for Institutional Advancement, Chair
David McKay Vice President for Institutional Advancement
J. Curtis Warner Assistant Vice President for Community and Governmental Affairs

Technology in Education Task Force
David S. Mash Vice President for Information Technology, Chair
Don Gorder Chair, Music Business/Management Department
Peter Gordon Director, Berklee Center LA
Suzanne Hanser Chair, Music Therapy Department
Rob Jaczko Chair, Music Production and Engineering Department
David McKay Vice President for Institutional Advancement
J. Curtis Warner Assistant Vice President for Community and Governmental Affairs

Progress as of August 2003
Efforts to strengthen relations with the music industry had focused on securing support from the National Association of Music Manufacturers (NAMM) for strategic initiatives for online and distance learning as well as promoting music education through technology. A complete partnership project proposal, “The Global Music Project,” was developed and submitted to NAMM, the International Music Products Association, for funding consideration. The proposal combined elements of the Berkleemusic.com strategy for online learning, the real-time distance learning project with Berklee International Network partner schools, and the Music Technology Institute for advancing music education through the innovative use of technology to expand music education opportunity to anyone, at any level, anywhere in the world. The initial request was for $350,000 to fund distance learning equipment and a NAMM survey on course development, and the full proposal sought an additional $850,000 to fund years two and three (2004 through 2006). This proposal was created with much input from the college community, including trustees, as well as with leaders from the music products industry. Personal communication with NAMM leadership and participation in NAMM events such as industry trade shows and the Global Economic Summit IV in Estepona, Spain, provided opportunities to advance mutual goals with the music products industry.

NAMM unfortunately turned down this proposal, saying that it was financially beyond the scope of projects they could support this year. In their letter explaining their reasons for declining our proposal, NAMM president Joe Lamond wrote, “We respect the goals of the project; your presentation was excellent. On behalf of the NAMM Executive Committee and Board of Directors please accept our appreciation for Berklee as well as Lee Berk's personal long-term commitment to the success of the American Music Conference, the Global Economic Summits, NAMBI, TI:ME, etc., and for being on the leading edge of music technology and contemporary music making.” While not gaining direct funding support for the project, it is clear that Berklee’s efforts have resulted in better overall relations with NAMM.

The Music Industry Leadership Oversight Group, and the Music Industry Task Force will continue to find ways to support this project and build relationships with the music industry. Specifically, the college will work towards further documenting our innovative uses of technology in teaching music, and combine efforts of partnership-building for Berklee Media with the college's ongoing internal efforts to find ways that these partnerships can build deeper relationships for the future.

As a final note, Berklee Media has developed many contacts and working relationships with the music industry and agencies as a result of their implementations and enhancements of on-line learning programs. These include Hal Leonard, Digidesign, ASCAP, Coda, Sweetwater Music, SoundTree, and many more.

Progress as of August 2002
Goal 1
Document Berklee activities in the applications of technology in music education. Use these as a possible focus for strengthening connectedness to the music industry. A "white paper" was prepared by the president and the vice president for information technology and distributed to attendees of the fourth Global Economic Summit (including NAMM Foundation leaders) of the music products industry in March 2002. The president and the vice president for information technology attended the summit in Spain and followed up with attendees concerning partnership opportunities proposed in the white paper. Mike Kovins of KorgUSA, a long-time supporter of the college, has joined the task force as an adjunct member to assist with contacts. Key NAMM Foundation board members were contacted following the summit about response to the white paper, including ideas for grant applications.

Goal 2
Develop a generic City Music proposal with educational needs, resource needs, and opportunities for partnering with Berklee, with tie-ins to national music industry foundation sources. Progress on this goal is reported below under item 2.2 Expand City Music.

Goal 3
Identify private foundations that support or are identified with the music industry. Four sub-goals for this taskforce have now been identified:

Meet with music industry foundations which have funded Berklee in the past to seek expanded funding for priority Berklee projects, and obtain guidelines for new music industry foundations identified through recent research. Submit a proposal seeking funding for priority Berklee projects based on foundation guidelines.
Continue to research foundations that may have been established by well-known artists honored by Berklee or artists and companies with a Berklee affiliation.
Survey trustees to determine what relationships exist between foundation leaders and trustees. Work with trustees to approach appropriate foundations for funding.
Continue to research foundations established by well-known artists or others prominent in the music industry.

Proposals for industry support of the Music Therapy Institute and the Music Technology Institute are underway with expected outcomes in Fall 2002 for possible presentation as funding requests to the NAMM Foundation.

Additionally, a baseline report was prepared: "Music Industry Foundation Research Results and Goals." The report is split into four categories: research in progress, prospects researched, no potential, and unknown. This is providing the task force's work plan for the short term, with connections facilitated where possible by Leadership Oversight Group members. This approach is a "work in progress" and it is hoped that over time it will be productive.

Progress as of August 2001
The President held meetings during the Fall 2000 and Spring 2001 semesters to develop task areas. The Music Career Expo was held in February 2001; new Board of Trustees openings have been slated for music industry professionals. Goals approved to date for this initiative:

Document Berklee activities in the applications of technology in music education. Use these as a possible focus for strengthening connectedness to the music products and other industries, for example, through the NAMM Foundation. The VP of Information Technology will be on the Leadership Oversight Group (LOG) and will also chair a Task Force.
Develop a generic City Music proposal with educational needs, resource needs, and opportunities for partnering with Berklee, with tie-ins to national music industry foundations sources such as VH-1 (Save the Music), NARAS (Grammy in the Schools), BET, MENC, MTNA, NAMM, Mars, Guitar Center, and others. The Vice President of Institutional Advancement will be on the Leadership Oversight Group (LOG) and will also chair a Task Force. Progress in this area will be reported under the initiative to Expand City Music.
Identify private foundations that support or are identified with the music industry, such as the Herb Alpert Foundation, and explore relationship-building possibilities. The Assistant Vice President of Institutional Advancement for Development will be on the Leaderhip Oversight Group (LOG) and will also chair a Task Force.

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