LT5028 - Music Industry Management (2020/21)
|Module specification||Module approved to run in 2020/21|
|Module title||Music Industry Management|
|Module level||Intermediate (05)|
|Credit rating for module||30|
|School||Guildhall School of Business and Law|
|Total study hours||180|
|Running in 2020/21||
This module develops student’s knowledge of the music business by focusing on historical and contemporary issues and the acquisition of practical skills.
The module provides an intellectual framework for the management of the music business, within the UK and internationally. It uses case study examples and industry frameworks,and enables students to develop the necessary management competencies to operate successfully as managers and/or 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, copyright and management contract issues.
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 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
3. To enable students to understand how to manage the business affairs of performing artists, enterprises and start-up businesses in the music business
4. To develop the attributes of self-evaluation and a creative and ethical approach in a variety of contexts
1. The skills and competencies of the music business manager LO1
2. Advising performing artists on their careers – the manager as entrepreneur and svengali. LO2
3. Artist and performer revenues and protection LO2,LO3
4. The artist business ; Negotiation, composition and recording, live music, promotion and development, digital business, independent artists, major corporations, contract issues, royalties, retail and distribution. LO3
5. Business start-ups; setting up a music management business, protecting and developing the artist and manager’s business interests LO4
6. Entrepreneur models in the modern music business including: fan-funding sites, social media, digital music providers, record labels, streaming, radio, cloud services, brands and licensing LO4
Balance of independent study and scheduled teaching activity
This module will be delivered as a series of 3-hour weekly workshops, which will focus on key topics each week, with a focus on group and individual activities – research, case study, presentations, and problem solving questions in relation to music management and business practice issues. Where possible, guest speakers will be invited to lecture.
The module will use a blended learning strategy where student learning is supported and enhanced by both classroom contact and on-line support.
Reflective learning will be based around assessments where students will be invited to submit plans which will generate comments, for the students to reflect on as they work on the preparation of assessments.
In addition to classroom teaching, exercises and readings will be posted on BlackBoard / Weblearn Virtual Learning Environment (VLE) to explore themes and identify music business management issues. In your class contact time you will work both collaboratively and individually.
At weekly classes you will be given ‘home study’ questions to help you prepare for the next time we meet. You will be able to make the most of the time in class if you go through the material (articles, texts, case study, video and so on) before coming.
The module and assessment process assists in improving student employability through: understanding how music businesses are run, professional experience, reflection on personal development, consideration of career goals and articulation of skills and knowledge gains. The assessment is designed to build your confidence through exercises for which you will receive formative feedback before completing assignments that will count towards the final grade.
On successful completion of the module, students will:
LO1. Analyse the role and importance of the music business manager.
LO2. Be able to propose managerial advice for performing artists in hypothetical situations, including how to break an artist.
LO3. Understand the complex relationships between the manager, record company, promoter, lawyer, agent and performing artist.
LO4. Understand how to start-up and run a new artist/music management business
Assessment for this module is designed to guide your improvement, to help you self-evaluate, to aid your decision making, to help you learn from your mistakes and plan your own curriculum and future career.
Formative assessment will be carried out during sessions where students will discuss issues and themes, and carry out problem-orientated tasks arising from the role play and case studies relating to issues pertinent to the music business and management.
There are three (3) components to the summative assessment strategy.
There will be a report forming a business and management analysis of an artist’s career or particular phase in their career. The aim is to consider the range of factors impacting the success or decline of the artist’s career, and the way in which they have been ‘handled’ by management, and the impact on their ability to generate a livelihood
An individual business plan detailing an opportunity for a music business start-up. This will require students to critically evaluate music management strategies and the ability to evaluate business risks and opportunities.
Unseen exam testing students understanding of a range of music management and business practice topics as outlined above.
Passman, D. (2016) All you need to know about the Music Business. Penguin Books
Music Managers Forum (2016) 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
Anderson, T. J., (2014) Popular Music in a Digital Music Economy: Problems and Practices
Bagehot , R. & Kanaar, N. (2008) Music Business Agreements. Sweet & Maxwell, Second edition
Band In History) by David Meerman Scott & Brian Halligan (Wiley 2010)
Bannatyne, D. Anyone Can Do It: My Story
Barrow,C. The Business Plan Workbook: The Definitive Guide to Researching, Writing up and Presenting a Winning Plan
Burns, P. (2011) Entrepreneurship and Small Business, 3rd ed. Palgrave, Hampshire, UK.
Davis, S. & Laing, D. (2009) The Guerilla Guide To The Music Business. Continuum International Publishing Group
for an Emerging Service Industry. New York: Routledge.
Frascogna JR, X. M. & Hetherington, H.L. (1998) The Business of Artist Management, Billboard Publications
Hanes, W. (2010) The 30-30 Career: Making 30 Grand in 30 Seconds! Vol. 2: Becoming a Platinum Composer. Bloomington, IN: AuthorHouse
Harrison,A (2011) Music The Business: The Essential Guide to the Law and the Deals. Virgin Books
Kemp, C. (2005) Music Industry Management and Promotion. 2nd edition. Elm Publications
King, M. (2009) Music Marketing: Press, Promotion, Distribution, and Retail. Berklee: Berklee Press Publications
Krasilovsky, W. and Shemel, S. (2010) This Business Of Music. Billboard Books, 10th Ed
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
Rutter, P. (2011) The Music Industry Handbook. Oxford: Routledge
Smith, J. (1998) The Sounds of Commerce: Marketing Popular Film Music (Film and Culture Series). Chichester: Columbia University Press
Steve Jobs: The Exclusive Biography
The IMF handbook 2000, 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.
Relevant law journals are available from the library (hardcopies) and on-line library resources (e.g. Lexis Library and WestLaw)
The Financial Times – Tuesday edition – Creative Business
themmf.net (Music Managers Forum)
www.musicindie.com (The Association of Independent Music’s site)