online presence for artists

Music’s Managerial and Intermediation Skills Course Just Opened

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Here we are once again, embarking on an exciting journey as the ”Managerial and Intercession Skills in the Music Business – The Modern Fundamentals of the Industry” course has officially begun at Seinäjoki University of Applied Sciences. This course is rooted in the principles of The Art of Music Business Management – For Artists & Managers (2nd Edition, 2024), a comprehensive guide for navigating the intricacies of the music industry.

The Essence of the Course: Key Competencies for Music Managers

The essence of this course is embedded in its very title. Within it lies the core competencies that music managers must master. These managerial skills shape the trajectory of a manager’s career, influencing their effectiveness and success in representing artists. A music manager’s journey is defined by the dynamic and collaborative relationship they share with the artists they represent. As the saying goes, “it takes two to tango,” and the manager-artist relationship is at the heart of this partnership.

Success in the music industry requires multidimensional managerial skills, including strategic thinking, communication, and an understanding of the interconnected roles of all stakeholders. Managers must not only be experts in navigating these roles but also know when and how to implement various strategies. This course focuses on building that skillset and instilling a deeper understanding of how to successfully intercede in the music business while balancing creativity and business acumen.

Course Overview: A Journey Through the Modern Music Business

We operate within multiple levels of frameworks concurrently. These frameworks encompass the foundational narrative of the music business and the artist’s perspective, which the course explores in depth from various angles. Here’s a brief outline of the lecture themes and their contents:

  • Online Presence and Passive Promotion: The importance of building a strong online presence and leveraging passive promotion techniques. In today’s digital world, a well-maintained online profile is essential for artists and managers alike.
  • Activating Passive Income and Copyright: Understanding the financial aspects of managing intellectual property and monetizing creative work. Copyright is a powerful tool for long-term income generation.
  • Introducing the Management Agreement Assignment and Initiating Active Promotion: Learning how to create and navigate management agreements while setting the stage for active promotion efforts.
  • Active Promotion: This section dives into the strategies and tools required to actively promote an artist’s career, from social media management to strategic partnerships.
  • Active Promotion and Reactions: Focusing on how to engage with reactions, feedback, and maintaining momentum within the industry.
  • Active Promotion and Music Supervision: Understanding the role of music supervision in the active promotion of an artist’s work, including sync placements and media exposure.

Expert Guests and Real-Time Case Studies

This course wouldn’t be complete without contributions from esteemed professionals in the music industry. This semester, we are joined by Chris Lakey, Jennifer Pyken and Marilyn Reles-Lozano. These industry veterans bring invaluable insights to the course, providing real-world knowledge that complements our academic framework.

Typically, I lead the first three lectures, where we establish a foundational framework for the course. During this phase, we aim to create a collective understanding of the key elements that drive the music business. Once this groundwork is in place, we will invite our guest speakers to present in the order that aligns with the course’s systematic flow. This approach allows each guest to delve into their areas of expertise without constraints, providing a seamless progression throughout the course.

The Role of Real-Time Knowledge and Current Industry Trends

Our course is more than just lectures; it’s a curated experience that allows students to engage with real-time examples and case studies. Many of the topics discussed are not theoretical, but ongoing or upcoming projects in the music industry. This ensures that students not only learn the concepts but also gain insider knowledge about the factors influencing today’s music business landscape.

The Course Book: A Guide to Mastering Music Business Management

The course book, The Art of Music Business Management – For Artists & Managers, is integral to the course. The second edition, released this year, presents these concepts in an even clearer format, offering valuable frameworks for students to apply throughout the course. It serves as both a textbook and a practical guide to mastering music business management.

In Conclusion: An Ongoing Learning Experience

And here we are, ready to embark on another exciting journey together. This course is designed to not only teach the fundamentals of the music business but also to prepare students for the challenges and opportunities they will face as future managers. We hope that the knowledge gained here will not only enhance your understanding of the industry but also empower you to make a lasting impact in the music business.

We are looking forward to a productive and enriching semester ahead!

Black Friday Special: Essential Reading for Artist Managers

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As Black Friday approaches, it’s the perfect time to invest in insights that will reshape your approach to artist management in the era of AI. In my book, The Art of Music Business Management – For Artists & Managers, I dive into essential principles that every manager and artist needs to thrive in today’s AI-driven music industry.

In this book, I speak directly as a manager to managers, or manager to artist, offering a perspective that gets straight to the heart of what matters most. By sharing insights from this viewpoint, I ensure that the key principles of artist management come through with the clarity and relevance needed in our modern, tech-driven world.

This book isn’t just about traditional artist management methods; it’s about a completely new approach that aligns with the way technology is reshaping our industry. I emphasize the strategies you’ll need to harness AI for more effective artist promotion, career planning, and building a lasting digital presence. The principles outlined in the book guide you on the next right moves to make, giving you a strong foundation to stay agile and adaptable.

I’ve designed this book as an accessible guide, providing clear, actionable steps that apply directly to your daily work as a manager. Whether you’re developing new skills or building upon existing ones, this book ensures that you have a solid framework for success in a field that’s changing faster than ever. From career-building tactics to measuring progress, I lay out the insights needed to make informed, creative decisions that secure long-term growth.

This Black Friday month, take advantage of the chance to get a resource that’s built for the realities of the music business today. I cover the nuances of managing artists in an era where AI impacts nearly every part of our profession, from developing strategies to implementing them with precision and relevance. Don’t miss out on the insights that can transform your management approach and lead to new opportunities.

Also, inquire about my upcoming Music Business Management Master Classes! Next year, I’ll be offering at least three courses that dive even deeper into these essential topics. Whether you’re new to the field or an experienced professional, there’s always more to learn.

Black Friday Special: Essential Reading for Artist Managers – The Art of Music Business Management