6105 - WORKSHOP IN MANAGEMENT OF THE MUSIC BUSINESS

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 aims to reach three main goals:

• Introducing attendants to the birth and evolution of the modern recording industry, in order get basic knowledge about the economics and management of music content;
• Analyzing the multifaceted network of music business, looking at key actors, roles and specific processes;
• Discussing the present technological, social and economic radical changes such business is experimenting.

The course covers the following topics

• History of the modern music and 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
• Gatekeeping
• The point of view of the artists

Attending students

Written exam on selected parts (70%) + workgroup (30%)

Non-attending students

Attending students

• 6105 - Course readings (2008), Egea, Milano

Non attending students

• 6105 - Course readings (2008), Egea, Milano
• P. ALLEN, Artist management for the music business, Elsevier 2007.