The Business of Music
The recording industry. New marketing strategies. Music entrepreneurship. Get ready for an inside perspective on the music business during this two-day workshop. Topics covered include business, legal, and technological issues affecting independent record production; record companies; music publishing; talent management; concert promotion; and the changes brought by the move to digital. Take away new strategies to promote your band using social media, interactive websites, and emerging DIY business models.
2018 Keynote Speaker: Bobby Borg
|Program length:||Two days|
|Program dates:||Friday, June 15–Saturday, June 16, 2018|
|Move in starting:||Friday, June 15 at 8:00 a.m.|
|Move out by:||Saturday, June 16 at 7:00 p.m.|
|Age range:||15 years and older|
*Nonrefundable and nontransferable. Program information subject to change.
Though not required, you are permitted to bring laptops, computers, tablets, etc. Wireless internet and electrical outlet plugs are provided throughout the campus. Please keep in mind that it is your responsibility to keep your items safe. Berklee is not responsible for the loss of these items.
Students will be able to choose their own classes according to their interests. Finalized class descriptions and guest panelist announcements will be sent to students via email closer to the start of the program. After receiving the class descriptions, we recommend that students familiarize themselves with class options before arriving. Students will receive a complete schedule with times and room locations upon arrival.
Panel Discussion: The Evolving Music Industry
A panel of industry professionals will discuss the important changes taking place in the music industry and the effects on artists and business environments. As the business adapts to digital, DIY, 360 deals, and the like, the changes provide new opportunities.
- Music Marketing for the DIY Musician: Six Steps to Creating and Executing a Plan of Attack on a Low-to-No Budget
- Summary and Conclusions
- Music Business 101: Who Does What?
- Your Songs, Your Business
- The Art of Diversification: Building Careers in Music Production
- Recorded Music in Commerce: Major, Indie, or DIY?
- Artist and Fan Development at Spotify
- Alternative Marketing Streams for Synchronized Content
- Web Commerce and Social Media
- Artist Management
- Music Publishing and Licensing
- The Artist as Entrepreneur
- Record Deal or Not
- Digital Music Marketing
- Concert Promotion and Touring
- Ethics and the New Music Industry
- Proceed with Caution: Manager and Producer Agreements
Please note: the following schedule and course descriptions are only a sample and are subject to change. You will receive personalized schedules on the first day of the program.
|11:00 a.m.–12:00 p.m.||Welcome and Orientation|
|12:00 p.m.– 2:00 p.m.||Lunch Break|
|2:00 p.m.– 2:50 p.m.||Opening Plenary Session|
|3:00 p.m.– 5:00 p.m.||Breakout Sessions|
|5:00 p.m.– 7:00 p.m.||Dinner Break|
|7:00 p.m.– 9:00 p.m.||Plenary Panel Discussion|
|9:00 a.m.– 11:00 a.m.||Keynote Plenary Session with Ari Herstand|
|11:00 a.m.– 12:00 p.m.||Breakout Sessions|
|12:00 p.m.– 1:00 p.m.||Lunch Break|
|1:00 p.m.– 4:20 p.m.||Breakout Sessions|
|4:30 p.m.– 5:30 p.m.||Closing Plenary Session|
The Business of Music summer faculty includes:
- Don Gorder, Program Director
- John Huie
- George Howard
- Brandon Haas
- Ebonie Smith
- Bobby Borg
- Tonya Butler
- Yanina Johnson
- Mark Kates
- Brad Davidson
- Matthew Santiago
- Andrea Johnson
- Pam Kerensky
- Ralph Jaccodine
- Todd Gardner
- Valerie Lovely
- Stephanie Kellar
- Jeff Dorenfeld
Faculty subject to change