Our Group – Journey into Managerial Skills in the Music Industry
We are about to embark on a journey together. Our group’s Managerial and Intermediation Skills in the Modern Music Industry course brings together a group of participants from different backgrounds, each with their own perspective on music and management. Or, more precisely, “course” may not fully capture what we are creating. This shared starting point is important – because the course is not just about learning from lectures, but about what we can create as a group.
This group came together organically. Once it became known and word spread, a few more members joined. I first got the idea for such a group while attending a round-table discussion organized by Pekka Haavisto, where we talked about how crucial music business management skills are in today’s industry. I have been running these courses at Seinäjoki University of Applied Sciences since 2019, and this is now a more advanced and refined iteration.
The Course in a Nutshell
This program is built on the framework of The Art of Music Business Management – For Artists & Managers and expands on the practical skills required in today’s international music industry.
During this fall, we will dive into at least the following key areas of modern music business management:
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Managerial adaptability – from hands-on artist management to co-management and strategic support.
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Operational creativity – how to test ideas, approach stakeholders, and move projects forward.
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Contracts and copyright – the building blocks of professional practice.
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Online presence optimization – how artists and managers can shape visibility, engagement, and brand value across digital platforms. This is also about learning to authenticate your own story and claim your space in a crowded market.
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Intermediation – the skills to connect artists with labels, publishers, agents, and platforms.
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Industry’s field knowledge – understanding the realities, networks, and practices that shape the modern music business on both local and global levels.
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Global perspectives – how local actions can resonate internationally.
A Group Effort
From the very beginning, our group is shaped by the participants themselves. Everyone brings their own experience, questions, and insights, which together form the foundation for our shared learning.
Our group itself becomes a learning community – reflecting on real-life cases, discussing strategies, and exploring how management and intermediation work in practice. The combination of backgrounds makes the discussions more dynamic and closer to the reality of today’s music business.
The following people make up our group; Ida Tirkkonen, Vilma Vepsäläinen, Mika Kurvinen, Maarit Heini, Jasper Pänkäläinen, Viivi Kakko, Vivian Willberg, Olivia Phoenix and I, Mika Karhumaa.
Guest Speakers
Alongside our group’s work, we will welcome international industry professionals as guest speakers throughout the course. They will share their expertise in areas such as A&R, publishing, live music, contracts, communication, PR, sync licensing and beyond.
This article will serve as a living record of those encounters. As the course progresses, we will update this space in the order of their appearance:
In this way, the article will grow alongside the course – highlighting both the topics covered and the people who brought them to life.
On October 7, we had the pleasure of hosting film composer Timothy Williams. He shared insights into his career, what it takes to succeed in film composition, and offered valuable perspectives on the role — not only from the composer’s point of view, but also through the eyes of their representative. Tim also spoke about his work on films such as 300, Guardians of the Galaxy, Mary, Pearl and Locked, to name a few.
On October 14th, we had the pleasure of hosting promoter Juhani Merimaa, best known as the founder of Tavastia and the promoter of Ruisrock. During an engaging and insightful ninety-minute discussion, we explored the live music business and what every artist and manager should know about it. His experience brought new nuances and meanings even to familiar topics – the kind of insights that only years of practice and hard-earned success can reveal.
On October 28th, It was great to see Anna Turunen again — a seasoned promotion and marketing professional who has worked with artists like Fall Out Boy, Ashnikko, and MK. She joined us to talk about building release campaigns, audience engagement, and using social media creatively, especially TikTok – not to mention her work at Three Six Zero Always inspiring to hear her practical insights and real-world examples.
Today, November 3, we had the pleasure of hosting Mandy Salem-Aubry, founder of MSA Music Services, for an engaging lecture interview on networking and entrepreneurship in the music business. She shared insightful perspectives on building meaningful professional connections and running a business with purpose and confidence. The discussion emphasized the importance of authenticity, trust, and continuous learning in shaping lasting careers. It was an inspiring session that encouraged our participants to approach networking with renewed focus and intention.
Looking Ahead
This journey is not only about lectures or guest talks – it’s about the interaction between our group, our guests, and the wider industry context. We work with real-life examples that unfold and become tangible as we move forward. We also make room for natural follow-ups to emerge along the way.
This article will act as the kick-off hub for everything we experience together. Check back as the course unfolds and follow how our journey develops – one session, one guest, and one discussion at a time.