Course Catalogue

LJMU Partner Taught

The aim of the module is to facilitate a refined understanding of today’s international music industry from the perspective on an independent music artist. Through the exploration of current industry business models, artist branding, as well as marketing and promotion strategies related to different territories, genres, potential fan demographics and available revenue streams, this module supports the student’s entrepreneurial endeavours for their own music career or for other music projects.

Outline Syllabus:This module represents the culmination of the student´s study and investigation of the music business, with a specific focus on the diversity and differences within the international music industry. The students explore how different territories and demographics consume music and how to dynamically identify and adapt various business models that take these differences into account. The module covers: • Methods of Production and Distribution • Marketing and Promotion • Modes of Consumption • Genres/Styles • Revenues Streams Identification • Ownership and Control • Professional Behaviour and Communication The module also explores techniques and strategies for branding, marketing and promotion, both at a general level and in the more specific scope of the music industry. Finally, the students are supported in developing a professional marketing, branding and promotions strategy that could focus either on their own career or on a specific area for example, for different artists, a particular label (indie) or music studio /venue.

Additional Information:The module provides the students with knowledge and attributes to set up and manage their own business or work as an independent contributor to the business models of others.