Modern Music Business Management Lecture at Turku City Library – October 22, 2024

On October 22, 2024, I had the pleasure of giving a lecture at the Music Library of Turku City Library, focusing on modern music business management—a topic that resonates strongly with today’s music industry landscape. The intimate setting of the Music Library provided the perfect atmosphere for a deep dive into the complexities of the music business, while allowing for an interactive dialogue with attendees.

One of the highlights of the event was having Serafiina and her family in attendance. Their presence added a personal touch to the session, and we even captured a moment together in a photograph that will surely become a fond memory of this experience. The lecture was designed to offer actionable insights into the ever-evolving field of music management, especially from the perspective of both artists and managers—two key players in any successful music career.

The Essence of the Lecture: What Artists and Managers Need to Know

In this lecture, I aimed to break down the essential elements of modern music business management, focusing on the following key points:

  1. The Importance of Branding: One of the central aspects of the modern music industry is an artist’s ability to create and maintain a unique brand. I discussed how branding is no longer just about music but also about how artists present themselves across platforms—social media, live performances, and even collaborations with other industries.
  2. Contracts and Negotiations: Artists and managers need to navigate the legal aspects of their careers. From record deals to licensing agreements, understanding contracts is crucial. During the session, I highlighted the importance of always being prepared for negotiation and knowing what each party brings to the table.
  3. Digital Distribution and Streaming: With the shift to digital platforms, artists must know how to leverage streaming services and digital distribution to reach global audiences. We explored the most effective strategies for maximizing exposure on platforms like Spotify, Apple Music, and YouTube, emphasizing the importance of data analysis and audience engagement.
  4. Artificial Intelligence (AI) and its Role: AI’s increasing role in the music industry can’t be ignored. From playlist algorithms to AI-driven artist development, the integration of technology is reshaping how we approach both management and creativity. This is an area I have explored in my most recent works, and it was a fascinating part of the discussion in Turku.

Reflecting on Last Year’s Lecture in Manchester

While this was my most recent library lecture, it wasn’t my first. A year earlier, I had the honor of speaking at the Manchester Public Library in the UK. That event laid the groundwork for much of the material covered in Turku, as it also focused on the challenges and opportunities presented by the digitalization of the music industry. The Manchester lecture was particularly memorable for its diverse audience, with students, aspiring artists, and local musicians eager to learn about the industry’s evolving demands.

The Power of Libraries as Educational Hubs

Speaking at libraries, like those in Turku and Manchester, is always a rewarding experience. These institutions serve as hubs for knowledge and culture, making them ideal venues for discussions that bridge the gap between art and business. Libraries, often seen as traditional, are uniquely positioned to host conversations about the future of the music industry, creating a space where new ideas can flourish, and both seasoned professionals and newcomers alike can learn from one another.

As I reflect on my lecture at Turku City Library, I’m reminded of how essential it is to continuously share knowledge in environments like these. The discussions we had—centered around the future of music, management, and technology—will no doubt influence the way artists and managers approach their careers in the years to come.

Modern Music Business Management Lecture at Turku City Library with Serafiina and her family. Pictured in front of the record shelves in the Music Library, discussing key insights into music industry strategies for artists and managers.