Music Business/Management Courses
As the follow-up to MB-387, this course focuses on the actual use of web sites in business. Technologies used in today's business sites will be presented, such as CSS (cascading style sheets), Flash, PHP scripting, and online databases. Students will develop workable sites with consideration of content, demographics, management and leadership strategies, user experience, accessibility, legal issues, and site support services. Existing web sites will be viewed and critiqued for effectiveness, and aspects of online business models, business-to-business, and business-to-consumer will be explored. Emphasis will be given to both corporate and entrepreneurial web environments.
Combines an examination of advanced legal topics relating to the music business with a workshop approach to the development of negotiating skills. Students will negotiate various agreements based on actual cases and work to settle disputes arising from the breaching and termination of agreements. Topics to be covered include record deals between artists and record companies, distribution deals between independent and major record companies, copublishing and administration deals, producers and production deals, touring and merchandising, trademark and copyright disputes, group breakups, and disputes between artists and managers. Intensive preparation and class participation by students is expected.
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.
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 course presents an overview of the current business, economic, and marketing and production aspects of flamenco music. Topics to be explored encompass flamenco music as an exported product, including in the American market; marketing of flamenco through the use of various media (radio, TV, press, Internet and web design); publishing potential; major record labels for flamenco music; touring and endorsements; piracy issues; and creating a profitable business with flamenco and other music.
The internet has created a seismic shift in the music industry. Traditional physical marketing outlets, while still important, have been augmented with a variety of online-based marketing, sales, and distribution outlets, all of which require their own specific marketing approaches and strategies. This course takes an in-depth look at the tools and emerging technologies artists can use to generate interest in their music, acquire new fans, and sell their music. The course begins with an introduction to online marketing—the opportunities available, case studies on how artists are generating interest online, ways to optimize the fan experience, and the major differences between online and physical marketing campaigns. From there, the course covers the basics of developing a website; securing a domain and hosting company, developing an optimization strategy so potential fans can find the site using the search engines, and best practices for creating a fantastic user experience. Once students have a website set up, the course will look at ways to optimize visibility and acquire new fans using social media and third-party sites like Twitter, Facebook, Last.fm, MySpace, Wikipedia, and more. The course also explores the best methods for generating demand, looks at successful artists and what they are doing to build their community online, and explores other organic (as opposed to paid) marketing opportunities online. This course also considers effective pricing and product techniques designed to reward students' most enthusiastic fans, while helping to generate a higher net margin for them as artists. To help expand marketing and sales outreach, the course discusses pricing details and options for third-party distribution and sales partners (such as iTunes, Amazon, Tunecore, CD Baby, and others), as well as artist-service-based partners (Reverbnation, Topspin, Nimbit, Bandcamp, and others). The final lesson in the course presents options for integrating all of these online concepts into offline activities (such as touring, selling merch, traditional retail options, and press) to enable a fully integrated marketing campaign, one that is timed to generate as much interest (and sales) as possible! By the end of this course, students will have mastered the art of online music marketing, and have a fully timed, integrated, and optimized marketing plan that they can use to build up digital touch points, generate interest in their music, and sell music online.
European Perspective on Intellectual Property and Copyright is a survey course reviewing the major legal aspects of music and copyright in the European Union and beyond. The course will look at the basic foundations of copyright, comparing the EU system to the US system, and then review the major issues affecting the music industry in the EU and how they function, including licensing contracts, EU directives, and intellectual property and trade agreements. Finally, the course will cover commercial music transactions in various territories and take an in-depth look at copyright concepts, as well as other forms of intellectual property protection, such as patents, trademark, and trade secrets.
A comprehensive look at copyright law and its protections for all creative works, with a specific emphasis on copyright's applicability to the music industry. The course will take an in-depth look at copyright concepts first introduced in MB-101 Introduction to the Music Business and MB-211 Legal Aspects of the Music Industry, and further introduce students to enforcement mechanisms, defenses, and requirements for notice and registration. Pending legislation and the applicability of currently existing law to new media such as downloads and streaming will also be covered. The course would be helpful for anyone seeking a career in entertainment, but specifically law and licensing.
Fundamentally, entrepreneurs see problems and fix them. Today managers, booking agents, publishers, music technology innovators, and artists themselves can enter the music business almost effortlessly because of easy access to web tools and marketing materials. However, with the low barriers of entry, success is difficult. This course teaches students how to maximize their competitive edge to reach the widest-possible audience by showing them how to combine passion for music with sound entrepreneurial principles. Students willl gain an understanding of the individual elements of a business plan, business structures, finance, marketing, management and organizational behavior, and leadership, as well as learning about the entrepreneurial tools particular to the music industry that will help them innovate and create new ventures. By the end of the course, students will emerge with a cogent business plan applicable to many different ventures within the music industry.