Through readings, discussions, audiovisual materials, and research, this course will explore the ways that technology intersects with the consumption and distribution of music and other content, and the societal impacts upon both consumers, musicians, and business involved in the content industry. Some readings and materials will provide a sample of various scholarly works that have proven influential to media and culture researchers. Other case studies will be used to demonstrate the dramatic change in the media industries, with a particular focus on music, since it is perhaps the most beleaguered by technological changes.
This course provides an integrated analysis of the structures, theories, and strategies of technology and how technology interacts with music. Because most successful companies in music are now based on robust technology platforms, an understanding of IT structures, APIs, app development, and data mining allows students to leverage such assets effectively. Students review the basic concepts behind contemporary information systems, how they can be developed, and how they could represent a key competitive asset for music perspective. They also evaluate innovative ways to implement new technologies for the distribution, recording and creation of music.
This is a seminar in which students learn interdisciplinary skills necessary to thrive in a fast-paced industry. Students explore the contemporary challenges that impact the music industry today, make predictions about future challenges, and work on solutions. Students meet with leaders and experts who will help them develop a global understanding of the industry. Students will also share in the responsibility for inviting guest presenters and organizing panel discussions with speakers of their choice, related to their professional goal.
This course facilitates a critical discussion of new business models for the entertainment industry, with a specific focus on music. Students study new methodology for the distribution of content and the difference between entertainment as a product and entertainment as a service. Students will also review the merger of responsibilities between record labels and management companies, as well as new models for agents and do-it-yourself tools for the branding and promotion of musicians and music. The course incorporates an analysis of both entrepreneurship and the concept of disruptive innovation, and explores how existing business can adapt to changes in the marketplace.
This course explores the science behind representing an entertainment act, whether as an attorney, agent, manager, or business manager. Specific focus is on advising, representing, and furthering the careers of artists and others in the entertainment industry. Students will examine the basics of agencies, talent booking and contracting, shopping talent, union and government regulations, fee/commission structures, and contractual considerations. Other emphasis will be given to financial management and advising, budgeting, development of a client base, and ethical practices in advisor roles.
This course provides a comprehensive analysis of online and social media options available for the promotion of entertainment products and services. Students review the plethora of online tools for marketing, including online advertising, social media campaigns, social media etiquette, and games and contests. Students learn to create a total branding plan for an entertainment asset. The capstone of the course requires students to create an integrated online media plan for the promotion of a new entertainment product or services.
This course provides an analysis of key concepts in business communication theory and practice across global regions (GEOS) including North America, Latin America and the Caribbean, East Asia and the Pacific Rim, Europe, and Africa. Students explore commonalities and differentiators across cultures. The first half of the course focuses on the nature of intercultural communication, approaches to perception and meaning, verbal and nonverbal issues, leadership attributes, the counterproductive nature of ethnocentricity and stereotyping, as well as economic, political, and technological factors. The second half of the course emphasizes intercultural organizations, managing and resolving conflict, decision-making, problem-solving, and creating planned change across cultures to maximize productivity; enhance shared understanding; and build strong, profitable business relationships. Particular emphasis is placed on team building, the pace of business in the global marketplace, and how effective cross-cultural communication sets the standard for progress and innovation. Students gain a foundation in global business communication necessary for success in a career in music, whether the student's career goal is in performance, production, marketing, management, or entrepreneurship.
This course examines, in-depth, the aspects of producing and promoting successful tours and concerts. Students explore the concert from the artist side, and what to expect from promoters. We will also review the promoter's ability to purchase talent and produce shows, considering such matters as competition, geography, population, guarantees and percentage splits, ticket pricing and distribution, advertising budgets, production costs, sponsorships, rental agreements, labor, security, concessions, tour packages, and promoter-owned venues. Students also learn how to manage and produce a tour, focusing on a tour theme and marketing plan, routing, itineraries, riders, offers, contracts, subcontractors, show and tour personnel, merchandising, sponsorships, deposits, day-of-show and show settlements, and interactions with agents who book the tour.
This course provides students with a practical experience in the development and management of a student-run record label, Berklee Valencia Records. Students will get acquainted with the departments of artists and repertoire (finding talents among other Berklee Valencia students and songs to be crafted and/or recorded); business affairs (negotiating contracts with all the parties involved); production (getting the masters and artwork done according to a schedule); marketing (promotion, advertising, and publicity of the music projects); and distribution (online and physical sales when relevant).
This course provides students with practical experience in marketing and promotion of recordings produced by student-run record label Berklee Valencia Records. Students will gain experience in marketing (promotion, advertising, and sponsoring of projects), publicity (media coverage and public appearances), and distribution (online and physical sales).
In this course, students will study the continuum that exists between consumers and creators through the emergence of software applications in music. Considering how the connections between artists and fans have evolved due to advancements in technology, students will learn how to create fruitful community musicians via interactive applications. Economic and technological issues will be covered to evaluate the degrees of feasibility and the level of risks of such applications. This course will equip students with the specific vocabulary and context to help them contribute to and guide new software development for musical applications.
Master's students in global entertainment and music business are required to complete a culminating experience. This experience may take the form of a directed study, project or internship. The student will work in consultation with his/her faculty advisor and/or the Music Business Department Chair to develop his/her unique project. The goal is to complete original work at a professional level. A faculty committee composed of the advisor and two other faculty will evaluate the final project that results from the culminating experience. The three-person faculty team will serve as the examining committee.