Marilyn Reles-Lozano

The Art of Music Business Management – The Course

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Here we are once more, preparing for the commencement of the ”Managerial and Intercession Skills in the Music Business – The Modern Fundamentals of the Industry” course at Seinäjoki University of Applied Sciences. The course is based on The Art of Music Business Management – For Artists & Managers book.

The course’s title itself encapsulates its core starting point. There exist specific competencies that a manager is expected to excel in, and how they navigate these competencies significantly impacts their success in the role. Importantly, this success resonates profoundly with the artist they represent, underlining the inherent interdependence between the two parties. As the saying goes, it takes two to tango, emphasizing the collaborative nature of this relationship.

Success in this domain necessitates multidimensional skills and a shared understanding between the involved parties. We operate within multiple levels of frameworks concurrently. These frameworks encompass the foundational narrative and the artist’s perspective, which this course thoroughly explores from various angles. Here’s an outline of the lecture themes and their respective contents:

  1. Digital Identity And Passive Promotion
  2. Copyright, Passive Income, And Strategies for Activation
  3. The Role of Management And Manager Contract
  4. Nurturing The Manager-Artist Relationship
  5. Active Promotion And Its Impact – The Story on Story Effect
  6. Advancement And Business Development
  7. Synchronization As A Pathway To Progress

Our course features several esteemed guests, each a professional in their respective fields. This time, our lineup includes Jennifer Pyken, Anna Turunen, Jenny Andreasson,

Typically, I lead the first two lectures, establishing a foundational framework for the course. Our primary objective during this phase is to cultivate a collective understanding of the critical elements at play within this industry. When this is set up, we will invite our guests in the order that aligns with the course’s systematic arrangement. The guests have also appreciated this arrangement, as it allows them to delve directly into their specialties without any constraints or structural barriers. Consequently, the course progresses continually, preparing and ensuring the readiness for its next step – one step at a time.

Consequently, the course doesn’t merely comprise lectures or guest presentations; rather, it’s a curated journey aimed at incrementally elevating the level of engagement and expertise. Many of the case studies and examples we delve into are current and real-time. In fact, numerous productions or operations discussed in the course are either ongoing or set for release shortly, providing us with insider knowledge about the influencing factors and potential hidden motivations behind these endeavors.

The course book, ’The Art of Music Business Management – For Artists & Managers,’ is receiving a second edition this year, where these conceptual frameworks have been structured into an even clearer format.

And here we are;

The class of 2024 at Seinäjoki University of Applied Sciences - MANAGERIAL AND INTERMEDIATION SKILLS IN THE MUSIC BUSINESS 2B00DB69 - Teams view

Here We Are Again – Another Course To Start

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Here we are again. Another ”Managerial and Intercession Skills in the Music Business – The Modern Fundamentals of the Industry” is about to start at Seinäjoki University of Applied Sciences. This course has one clear starting point, which is also present in the name of the course. There are a few things that a manager is expected to master. How they handle those things will determine their success in the role. And here – it also has a significant impact on the artist. There is a profound interdependence between these two parties, and the manager couldn’t be here without an artist. So,  it is ok to say it takes two to tango.

To succeed, multidimensional skills and collective understanding between parties are required. We have multiple levels of frameworks simultaneously at play here. One of them is the story’s root and the artist’s opinion on it. This course covers these tactics from multiple perspectives. Here are the lecture themes and their contents.

  1. Digital Identity And Passive Promotion
  2. Copyright, Passive Income, And How to Turn Them On
  3. The Role of Management And The Manager Contract
  4. The Relationship Between The Manager And The Artist
  5. Active Promotion And Reactions – Story on Story Effect
  6. Advance And Business
  7. Synchronization As A Pass-Through Route

We have several guests here – each a professional in their own field. This time they are – in the order they appear –  Sam Tall (Studio71), Marilyn Reles-Lozano (PresentPR), IRENE, Timothy Williams (BeachHouseMusic) and Jennifer Pyken.

I usually give the first two lectures myself. During this time, we create a framework for the teaching to take place. The aim is to achieve a collective understanding of what is at stake at any given moment. So the course is not just lectures or guest visits. In fact, we manage this course, gradually raising the level of demand. Most of the examples we use are happening in real time. Many of the productions, or operations presented in the course are actually being released during the course, or at least in the near future. This way, we get private information about the factors that affect the event and become aware of possible hidden motives.

Here we all are.

Here we are in the class room with Campus online students. Talking about managerial and intercession skills - in the modern music industry.

PS: One day these courses will be available to everyone. If you can’t join yet, here’s a book for you. It includes a lot of the things we cover in this course. This way you can learn to think like a manager.

 

Introducing Marilyn Reles-Lozano

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When lecturing, one question always keeps popping up: “How did you meet in the first place?”

Because it’s always a pleasure to talk about collaborators, this time I want to introduce Marilyn Reles-Lozano, the CEO of Present PR. I’ve been working with her for a year now. She’s both a returning guest lecturer at my courses at the Seinäjoki University of Applied Sciences, and a vital part of IRENE’s international team.

I got to know Marilyn in 2018 when assessing music business agreements in a particular project. Music PR is not the easiest part of the music industry. I still remember how Marilyn introduced the case with an analytical approach and brilliant questions. Ever since, I’ve witnessed her switch from management to PR, being able to take both perspectives into account.

Last year, as we were making improvements and expanding the international reach of our Management and Intermediation Skills in the Modern Music Business studies at Seinäjoki University of Applied Sciences, I remembered Marilyn’s analytical approach addressing different topics. I began to think that she would be a perfect fit to teach some of the aspects of PR for our students. When she eventually took the stage, it seemed like she had already been lecturing for years. I couldn’t believe my ears when she told me that this was her first time. Now, after a few courses, Marilyn’s lectures are among the most highly anticipated ones.

As usual, great collaborations tend to expand naturally. When IRENE and I were discussing the campaign of her next release, we decided to introduce the case to Marilyn – we knew that she would analyse the possibilities and help us pinpoint the most ideal angles. After a great brainstorm over Zoom, we knew that Marilyn would be our go-to person. Now, as we speak, IRENE’s next release ”Gatekeeper” is about to see the light of the day and the campaign is off to a good start.

What I love about purposeful team-building is that it creates meaningful outcomes on many levels. During the past six months, Marilyn and IRENE have become regular guests on my lectures. We get to share real-life examples, sometimes even ongoing at the same time. This transparency allows our students to follow every significant operation phase, from planning to execution, not to mention the strategic considerations. Such an approach further emphasizes the preparation of university studies for the actual worklife – and the skills needed for it. This is what I consider authentic sourcing of relevant information. Not only is it surely accurate but also equally available for all students.

The content of our teaching is evaluated through four criteria. Every piece of content must be natural, effortless, and meaningful. When mutual consistency is applied on top, the result is organic teaching material. Marilyn’s involvement contributes to these standards in all levels.

Here she is. More lectures with her are scheduled for May.

Marilyn Reles-Lozano from Present PR in the picture.

© Kimberly Rensburg