module specification

LT5088 - Artist Management (2021/22)

Module specification Module approved to run in 2021/22
Module title Artist Management
Module level Intermediate (05)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
 
10 hours Placement / study abroad
104 hours Guided independent study
36 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Group Presentation 20%   In-class individual oral presentation - 10 mins
Coursework 80%   Individual written & multi-media portfolio - 1,500 words
Running in 2021/22
Period Campus Day Time Module Leader
Autumn semester North Tuesday Morning

Module summary

This module develops the student’s knowledge of the artist management business, by focusing on historical and current issues, as well as the acquisition of practical skills.
The module provides an intellectual framework for management of the music business, within the UK and internationally. It uses real-life practitioner case-study examples and industry frameworks and enables students to develop the necessary management competencies to operate successfully as artist managers and/or self-employed performers within the music business. It will cover key areas from artist management activities, recorded music, digital technology, business planning, production, royalties, through to live music, distribution, promotion, and copyright. The aim is to provide students with a comprehensive understanding of the scope and nature of the music management processes, from the development of creative ‘product’, to its distribution and consumption by the end-consumer.


The module aims:
1. To explain the role of management and managers within the music business
2. To explain the contractual relationships and legal and financial implications of artist management
3. To enable students to understand how to manage the business affairs of performing artists, and start-up a management business, and secure employment in the sector
4. To develop the attributes of self-evaluation and a creative and ethical approach in a variety of contexts, informing career orientation

Prior learning requirements

None

Syllabus

The skills and competencies of the music business manager LO1

Advising performing artists, bands, writers, producers and business partners on their careers LO2

Artist and performer revenues, legal and contractual rights LO2, LO3

Structuring and negotiation of deals for the artist; composition and recording, production, live music, promotion and development, digital business, independent artists, DIY, major corporations, contract issues, royalties, retail and distribution. LO3

Business start-ups; setting up a music management business, protecting and developing the artist and the manager’s business interests LO4

Entrepreneurship and employability in the modern music business, including: fan-funding, social media, UGC channels, digital service providers, live music, record labels, streaming, radio, brands, sponsorship, and licensing. LO4

Balance of independent study and scheduled teaching activity

The formal delivery of the teaching and learning will be based on three contact hours per week
spread over 12 weeks with an additional enrichment week mid-way through the module. The teaching and learning techniques employed on the module will consist of the following: workshops, case-study discussions, debates, videos, as well as problem solving questions in relation to current Artist Management issues. Where possible, guest speakers will be invited.
Outside of class contact hours, students will also be expected to undertake independent study and collaborative work (reading, discussions and own/group research). In class students will be set home study questions to prepare for the next class. Students are responsible for preparing for class, and studying relevant materials (articles, texts, case study, video etc) before coming.
The module will adopt a blended learning strategy where student learning is supported and enhanced by both classroom contact and online support. The module is organised around a range of topics reflected in the syllabus. Teaching is delivered through a blended learning model, using weekly classroom workshops and BlackBoard / Weblearn Virtual Learning Environment (VLE), in order to explore themes and identify issues typical of the music publishing sector.
Students will receive both formative and summative feedback through each assessment, within 15 weekdays, including the final component.
In preparation for the first item of assessment, students will be required to start an early formative assignment in week 4. Students will receive feedback on this in week 5, which they will then have opportunity to discuss with tutors and reflect upon this to help construct their first assessment.
Opportunities for reflective learning will be available throughout the module as students are given the opportunity to consider their approach to tasks/discussions whilst also having the opportunity to reflect upon informal feedback.

Learning outcomes

On successful completion of the module, students will demonstrate their ability to:
1. Analyse the role and importance of the music business manager (LO1)
2. Formulate managerial advice for performing artists in hypothetical situations, including how to strategize and launch a new artist, and evolve an established artist career (LO2)
3. Understand the complex relationships between inter alia; the manager and recording, production, distribution, publishing, licensing, touring, streaming, digital business, branding, social media and traditional media, merchandise, lawyers, agents and the performing artist (LO3)
4. Understand how to start-up and run an artist/music management business, including infrastructure and resources (LO4)

Assessment strategy

Assessment for this module is designed to help students to self-evaluate, to aid decision making, to learn from mistakes and, where possible to plan the students’ curriculum and future career.

Formative assessment
Formative assessment will be carried out during sessions where students will discuss issues and themes and carry out problem-orientated tasks relating to issues pertinent to the music and artist management sector.

Summative Assessment:
There are 2 components to the assessment strategy.

Both will require students to use business frameworks and display their understanding of the music and entertainment media sectors with special reference to artist management techniques and best practice.

  1. Group presentation which will require students to explore and assess the business functions and operations of an established artist management company.
  2. Individual written & multi-media portfolio researching, evaluating and critiquing the influence of a selected artist manager on the career of an artist/group. This will include an evaluation of all key touchpoints - business, creative, media, and legal/contractual.

Bibliography

Core Texts:
Passman, D. (2018) All you need to know about the Music Business. Penguin Books


Music Managers Forum (2017) The MMF Guide To Professional Music Management. Sanctuary Publishing

Branson, R. (1998) Losing My Virginity: How I've Had Fun & Made a Fortune Doing Business My Way

Reading List :

https://londonmet.rl.talis.com/lists/7F984FDE-FC23-F760-FC6E-394AA5392ABF 

Recommended:
Harrison,A (2018) Music The Business: The Essential Guide to the Law and the Deals. Virgin Books
Anderson, T. J., (2014) Popular Music in a Digital Music Economy: Problems and Practices
Burns, P. (2011) Entrepreneurship and Small Business, 3rd ed. Palgrave, Hampshire, UK.
Frascogna JR, X. M. & Hetherington, H.L. (1998) The Business of Artist Management, Billboard Publications
King, M. (2009) Music Marketing: Press, Promotion, Distribution, and Retail. Berklee: Berklee Press Publications
Kusek, D & Leonhard, G (2005) The Future of Music: Manifesto for the Digital Music Revolution (Omnibus Press)
Marketing Lessons From The Grateful Dead (What Every Business Can Learn From The Most Iconic
Negus, K. (1997) Producing pop, culture and conflict in the popular music industry, Arnold
O’Reilly, D., et al (2013) Music, Markets and Consumption. Oxford: Goodfellow.
Parker, S. (2009) The Economics of Entrepreneurship. Cambridge University Press: Cambridge
The IMF handbook 2018, A guide to Professional Band Management
Tremblay, T.O. (2011) Music Licensing Rights & Royalty Issues. New York: Nova Science Publishers Inc
Whitsett, T. (2012) Music Publishing: The Real Road to Music Business Success, 6th ed. Boston, MA: Delmar
Wikstrom, P. (2009) The Music Industry: Music in the Cloud. Cambridge: Polity Press.

Journals
Music Week
Music Business Worldwide
Digital Music News
Billboard
Wired
Rolling Stone
Relevant law journals are available from the library (hardcopies) and on-line library resources (e.g. Lexis Library and WestLaw)

Websites
themmf.net 
www.bpi.co.uk
www.ifpi.org
www.musicindie.com 
www.musicweek.com
www.prsformusic.com
www.ppl.org.uk

LINK (to be provided when VLE active)