Course Overview

Being an artist in the music industry can be an exciting and rewarding career. However, for talents who have no clue how the business works, it can also be a dangerous calling, as they can become vulnerable targets for music producers, publishers, and promoters—and risky binding contracts. Should they successfully make it into the business, factors like poor decision-making, internal and external pressures, changing musical preference of the public, and too much fame and money can lead to disastrous results. Situations like these make artist management a critical component of having a successful career in the music industry.

Artist management is a function that is focused on taking care of every aspect of an artist’s career. This consists of anything from career planning and negotiating contract deals to handling media relations and promotions to assisting the artist in making business decisions. As personal managers are involved in almost every aspect of artists’ career, accepting the role also necessitates managing their own. That means, keeping themselves up to date on the music business and continuously working on their skills to lead their artists to the right direction.

Course Highlights

This course is a definitive guide on the artist management aspect of the music business. It is made with several types of participants in mind, including individuals who have interest in the music industry, those artists who prefer to manage their own careers, and those contemplating on becoming professional artist managers. Many of the lessons contained in this course can be useful in augmenting their knowledge of the music business and building their management skills and ability to make sound decisions in behalf of artists.

The course gives a brief overview of the music industry, identifying key players in the music scene, the types of businesses operating in this environment, and the music deals commonly offered to artists. It gets down to the heart of the subject, explaining the important responsibilities an artist manager needs to undertake, the qualities essential to the role, as well as the issues encountered on the job, including copyright practices, contracts, and more.

The course also offers guidance and advice on how to properly carry out a variety of management functions. That includes talent discovery, career planning, preparing for music release, making consignment deals, record distribution, marketing and promotion, and touring management, just to name a few.

Course Outline
  • Module 1: Getting to know the artist manager
  • Module 2: Qualifications essential to becoming an artist manager
  • Module 3: Formula for succeeding in the music business
  • Module 4: Understanding music as a business
  • Module 5: How management contract works
  • Module 6: Getting acquainted with artist management deals
  • Module 7: The issue of copyright in the music business
  • Module 8: Major players in the music scene
  • Module 9: Major record labels and how they operate
  • Module 10: Various options to get into the music industry
  • Module 11: Spotting top talents
  • Module 12: Planning an artist’s career
  • Module 13: Managing a band’s business affairs
  • Module 14: Navigating through the music making process
  • Module 15: Music release—preparations and considerations
  • Module 16: What consignment deals are all about
  • Module 17: Record distribution—distributor, deals, and considerations
  • Module 18: Techniques for maximising artist’s publicity
  • Module 19: Social media as a publicity tool
  • Module 20: Carrying out promotion through social media
  • Module 21: How radio airplay works
  • Module 22: Other promotional strategies to consider
  • Module 23: Becoming familiar with varied types of media promotions
  • Module 24: Using promotion to connect with people
  • Module 25: The fundamentals of sponsorships and merchandising deals
  • Module 26: Different settings for gigs
  • Module 27: Securing deals and contract
  • Module 28: Considerations for booking
  • Module 29: Preparing for gigs
  • Module 30: Guidelines to follow before a gig
  • Module 31: Essential things to do during and after a gig
  • Module 32: Planning for and executing a concert tour
  • Module 33: Checklist for concert tour
  • Module 34: Dealing with challenges common to artist management

Minimum Technological Requirements

Device and Browser

Access the course from any computer, laptop, tablet or mobile device. You also need an updated browser such as Chrome, Firefox or Internet Explorer 11.

Pen and Paper

Important points are spread throughout the course. A pen and paper will come in handy in such situation, so you can jot down the things you need to remember.

Internet Access

To participate in the online aspects of the course, you need to have access to a stable Internet connection.

Price: $299