30138 - WORKSHOP IN MANAGEMENT OF THE MUSIC BUSINESS
Course taught in English
Go to class group/s: 31
The Music Business lab has the purpose to drive participants through the economics, management and organization of firms playing in the music business. The Lab allows for understanding how the production, distribution and consumption of music traditionally happened (and partly happen today), as well as how these activities are radically changing due to technology and consumers tastes.
The Lab aims to reach three main goals:
- Introducing attendants to the birth and evolution of the modern recording industry, in order to get basic knowledge about the economics and management of music content;
- Discussing the present technological, social and economic radical changes such business is experimenting;
- Analyzing the multifaceted network of music business, looking at key actors, roles and specific processes.
The course covers the following topics
- History of the modern music
- recording industry
- Managerial models for strategic and competitive analysis in the music business
- Analysis of the music business network
- Music consumption styles
- Recruiting and selection of music content
- Marketing and promotion
- New technologies
- Copyright and regulation
- Alliances and diversification
Teaching activity is complemented by the discussion of cases and the presence of guest speakers.
- Artists’ selection in major and indy labels
- Market promotion in major and indy labels
- Organization of live tours and concerts
- Music publishing
- The point of view of the artists
Written exam on topics developed in class (60%) + workgroup (30%) + class participation (10%)
Oral exam on the whole material indicated by the instructor at the beginning of the course
- Material provided by the instructor and posted on the learning space
Non - attending students
- Material for attending students
- P. ALLEN, Artist management for the music business, Elsevier 2007.