This course focuses on comparing and contrasting the licensing frameworks in the United States and European communities, paying special attention to the monetization of new licensing opportunities in media vehicles such as gaming, film, television, and the internet. Financial analysis and valuation of properties will be addressed through music industry case studies as used by business professionals in the international publishing corporations. In the first few weeks, students acquire a thorough understanding of the structure of the global music publishing industry, including its history, function, laws, and an overview of the financial income streams. In the following weeks, students unravel research subjects, analyze companies, acquire a song catalogue, and find ways to exploit and market their catalogue. The goal is to give students the competencies to work as a Music Supervisor at a film or television studio, an international music publishing company, or to start their own company. Note: Students in this class may have the option of visiting Inholland University in Haarlem, Netherlands for a week during the semester, as part of the student exchange program with Inholland students who are also studying international music licensing. This trip is not a requirement of the class. The cost of this trip is approximately $1,500.
Students research topics of current importance in the music industry and participate in moderated panel discussions. The course emphasizes thorough preparation, extemporaneous speaking, and critical listening. Through the discussions, students gain skills in issue analysis, debate, evaluation, and professional dialogue. Students are assigned weekly responsibilities as panelists, moderators, critics, and scribes.
This class is designed to help students learn how to creatively solve business problems. More specifically, students will learn about: a) the innovation process and the role of the individual in generating innovations and b) the attributes, habits, and skills of individuals who have successfully started innovative new businesses. Students are then given opportunities to build their skills at creative strategic thinking so that they will be more successful at generating novel and potentially valuable ideas for their companies. Students will receive a creativity assessment to get a sense for their own creative abilities. They will also learn how individuals that started new companies (or who significantly added value to existing companies) came up with the valuable new ideas. Finally, students will also be asked to apply the knowledge acquired in class by coming up with a creative idea for a new product, service, or business.
Heavy Rotation Records was developed for students to receive hands-on experience in record company operations. HRR students oversee A&R, marketing, sales, publicity, publishing, promotion, artist development, concert promotion, and web design in the production and sale of recorded music. Students are assisted by faculty, guest producers, engineers, and major label personnel.
A continuation of the learning experiences gained in MB-490, with the added possibility of maintaining a key leadership/managerial role within the operations of Heavy Rotation Records.
Monitored and evaluated professional work experience in an environment related to the music business/management major. Placement is limited to situations available from or approved by the Office of Experiential Learning and the Music Business/Management Department chair or designee. To apply for an internship, students must see the internship coordinator in the Office of Experiential Learning prior to registering. Note: Students in the music products industry track are required to take MB-495. Credit for prior experience is not available due to the requirement of concurrent contract between the employer/supervisor and the college. International students in F-1 status must obtain authorization on their Form I-20 from the Counseling and Advising Center prior to beginning an internship.
This courses surveys the business practices, laws, contractual settings, and rights organizations that control and facilitate the consumption of music in international commerce. Students learn the many components of the music industry and the types of careers they present, focusing on the vocabulary and terminology used in these environments and the business relationships that connect them. Students also examine the primary areas of music consumption (live, broadcast media, film and video, games, and recordings), with an analysis of the business mechanisms and legal considerations that both drive and govern their operations. Particular emphasis will be given to emerging business models that are tuned to the convergence culture and the rapidly evolving world of digital dissemination. The course will provide the business foundation necessary for effectively managing and maintaining a career in music, whether the student's ultimate career goal is in performance, production, marketing, management, or entrepreneurship.
This course provides a comprehensive overview of the marketing of products and services by multinational organizations, with emphasis on international cultures and marketing strategies. Students learn about the practices of companies large and small, with emphasis on those in the music/entertainment industry who are seeking market opportunities outside their home country. Students also learn about the importance of viewing international marketing management strategies from a global perspective.
This course provides a comprehensive look at business and intellectual property law. Students examine all legal aspects of businesses, such as contracts, securities regulations, and products liability, as well as those specific to music and entertainment environments, such as intellectual property and trade agreements. Students will review commercial transactions and take an in-depth look at copyright concepts important to the protection of creative works. Students will also learn how intellectual property law has been implemented and enforced in various countries and regions. Additionally, students will study other forms of intellectual property protection, such as patents, trademark, and trade secrets.
This course focuses on the accounting and quantitative tools of financial analysis that are used by business professionals in corporate settings and investors in private ventures. Students apply a high level of both bookkeeping and mathematical proficiency, as they apply quantitative methods of business analysis. In addition, students explore the role of money, and its many instruments, in music, including nontraditional forms of funding for talent enterprises.
This course provides an integrated analysis of the concepts, theories, viewpoints, and strategies that shape today's global leadership and management roles. Students learn about human behavior and action within the organizational setting, at both interpersonal and organizational levels. They evaluate the broad picture of management within multiple organizational settings and the global environment within which businesses operate today and into the future. They also evaluate the ways that globalization of world markets and internationalization of U.S. business influence all functions of management specific to music and entertainment industries. Additionally, students explore how ethical leadership practices affect their own professional future regardless of where they work.
This course focuses on marketing for music and other arts, and looks especially at the practices, principles and theories that guide marketing in the contemporary music industry. Students study best practices as applied by leading marketers today as well as the concepts and theories that knowingly or unknowingly guide these operations. Students explore music marketing as three overlapping areas: first, the development of an artist’s brand and imagery; second, an appreciation of the likely target market for this music and artist; and third, the marketing and promotional campaign of the artist’s recorded music. Students also learn the necessary concepts, language and tools of music marketing and gain insight into the more specialized marketing and promotional aspects studied in depth in MB-615 Digital Marketing and Social Media Management; and MB-550 Branding, Sponsorship, and Advertising.
Marketing has a significant effect on the development and dissemination of music: it sells tickets, recorded music services and products and is the key means of developing talent. This course is designed to explore a variety of perspectives so as to equip students for the challenges of exploiting, developing and marketing music-related services and products in a global market. It will equip students with the concepts, language and tools for the marketing of music and the analysis of marketing theory and practice including consideration of Borden’s 4 P’s marketing theory, customer relations management (and Solis’s Social CRM), Gladwell’s concepts of The Tipping Point and stickiness factor for music releases and newly emergent work in big data, cocreation, and open texts.