30138 - WORKSHOP IN MANAGEMENT OF THE MUSIC BUSINESS
CLEACC
Course taught in English
Go to class group/s: 31
- 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:
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history of modern music.
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Recording industry.
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Managerial models for strategic and competitive analysis in the music business.
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Analysis of the music business network.
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Music consumption styles.
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Recruiting and selection of music content.
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Marketing and promotion.
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New technologies.
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Copyright and regulation.
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Alliances and diversification.
Teaching activity is complemented by the discussion of cases and the presence of guest speakers.
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Artists’ selection in major and indie labels.
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Market promotion in major and indie labels.
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Organization of live tours and concerts.
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Music publishing.
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Gatekeeping.
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The point of view of the artists.
During the course, students are asked to propose, develop and present innovative business models to be purposefully applied in the music business.
- 60% of the grade: written exam, open questions.
- 30% of the grade: group work on the development of a new business model.
- 10% of the grade: class participation.
- 100% of the grade.
- Written exam on the whole material indicated at the beginning of the course.
- Material provided by the instructor and posted on the e-learning space.
- It is recommended to refer to: P. WIKSTRÖM, The music industry: Music in the cloud, Polity Press, 2013 edition.
- P. WIKSTRÖM, The music industry: Music in the cloud. Polity Press, 2013 edition.
- A. CURRAH, “Hollywood versus the Internet: the media and entertainment industries in a digital and networked economy”, Journal of Economic Geography, 6, 2006, pp. 439-468.
- M. KRETSCHMER, G.M. KLIMIS, C.J. CHOI, “Increasing returns and social contagion in cultural industries”, British Journal of Management, Vol. 10 (1999), s61-s72.
- P. TSCHMUCK, Creativity and innovation in the music industry, Springer, 2012 edition.