music business 2025

Here we are once again. It’s a special moment: this marks the 10th time that the course Managerial and Intercession Skills in the Music Business – The Modern Fundamentals of the Industry is being held at Seinäjoki University of Applied Sciences. What began as a focused study unit has grown into a recognized platform for exploring the evolving dynamics of music management—and this time, the course is back even stronger.

This edition also serves as the pilot for the upcoming Music Business Management Course for Everyone, a global online course launching in Fall 2025.

A Reinforced Course with Global Reach

While the course remains rooted in the second edition of The Art of Music Business Management – For Artists & Managers (2024), it continues to evolve with new perspectives and guest expertise. This year, we are joined by a top-tier lineup of professionals who bring sharp insights from different corners of the industry:

• Chris Lakey – a leading figure in music sync and licensing

• Marilyn Reles-Lozano – PR expert and SEO strategist in artist promotion

• Dae Bogan – specialist in metadata and music technology

• Simon Fullermann – artist manager and international music rights professional

• Jennifer Pyken – awarded and Emmy-nominated music supervisor

• Erika Pursiainen – experienced tour manager and project lead in live music operations

Together, these experts add significant depth and real-world knowledge to the course experience.

The Core of the Course: Skills for the Next Generation of Music Managers

As always, the title of the course reveals its essence. This is about equipping future music managers with the tools, mindset, and insight needed to navigate an industry that never stops evolving. The curriculum covers the following themes:

• Online Presence & Passive Promotion – creating an effective digital footprint and utilizing passive visibility tools

• Copyright & Passive Income – turning intellectual property into long-term income

• Management Agreements & Active Promotion – setting up foundational contracts and launching promotional campaigns

• Active Promotion & Reactions – maintaining momentum and adapting to feedback

• Music Supervision – exploring the role of sync and media placement in artist visibility

Practical and Real-Time Knowledge

What makes the course unique is how it bridges theory with current industry practice. Many of the subjects are directly tied to ongoing projects, and students are encouraged to engage with real-time examples. Guest lectures offer exclusive insights and open discussion on timely developments within the global music business.

Typically, I guide the first three sessions to establish our collective framework. Once the foundation is set, our guest speakers contribute according to the course’s natural progression—sharing their expertise without constraint and helping students make meaningful connections between ideas and action.

Looking Ahead – Piloting the Global Online Course

This 10th edition also serves as a pilot for the international online course, Music Business Management Course for Everyone. Throughout this course, we’re actively testing and refining the structure and learning experience that will shape the full launch in 2025. The pilot helps ensure that the upcoming course delivers top-quality content and interaction for a global audience.

In Closing – A Course That Builds Careers

This course is more than an introduction to the music industry—it’s a blueprint for navigating its realities with confidence. By combining strategy, creativity, and real-world case studies, it prepares students to move beyond theoretical understanding and take real action. With every new edition, our reach grows, and the learning deepens.

We’re excited for what this 10th round will bring—and for what’s coming next.

Feel free to look us up on LinkedIn as well — we’ve also shared content there about our course.