Passive promotion techniques

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!