LT5088 - Artist Management (2024/25)
Module specification | Module approved to run in 2024/25 | ||||||||||||
Module title | Artist Management | ||||||||||||
Module level | Intermediate (05) | ||||||||||||
Credit rating for module | 15 | ||||||||||||
School | Guildhall School of Business and Law | ||||||||||||
Total study hours | 150 | ||||||||||||
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Assessment components |
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Running in 2024/25(Please note that module timeslots are subject to change) |
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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)
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)