Global Music Business – Deep Dive

Description

This intensive one-week course provides students and young professionals with a compact yet comprehensive introduction to the international music business. Through lectures, interactive workshops, and guest sessions from leading professionals in the field. Gain practical insights into how artists and their music are created, promoted, monetized, and managed in the digital world. A concert visit or music event is planned mid-week (depending on availability). You will gain practical insights into how artists and their music is created, promoted, monetized, and managed in today’s digital environment.

The course offers a balanced mix of themes: marketing, management, publishing, and live events. It encourages participants to connect theoretical concepts with real-life cases. Working in small inter- and intradisciplinary international groups, the participants will create a set of professional deliverables, such as artist identity, carrier roadmap, campaign concepts, content strategies, and concept contracts, in support of artist development or music business initiatives. 

Their work will be guided by experienced HU lecturers and leading industry professionals. Digital transformation in music serves as the overarching theme, highlighting how e.g. streaming, social media, and AI-driven creativity continue to reshape the music business and the landscape  for creators, managers, and audiences.

Lecturers

Nerko Hadziarapovic, Msc/MA

Dagmar Heijmans, MSc

David Verdooren, BDB

Target audience

This course is designed for students from any discipline who have an interest in learning  all about the international Music Business from state-of-the-art experts in the field. Whether you study business, communication, technology, the arts or any other field, this programme welcomes anyone committed to learning about (digital) innovation and developments in music and how e.g. streaming, social media, and AI-driven creativity reshape the music business and the landscape  for creators, managers, and audiences.

A good command of English is necessary! Given the interactive nature of teaching, students must have the capabilities to actively contribute in class and communicate (understand and speak) in English well, ideally min level B2.

Aim of the course

The specific learning outcomes of the programme are:

• Understand the structure and dynamics of the international music industry;
• Explain key concepts in music marketing (promotion and distribution), management, and publishing;
• Develop a basic marketing and brand strategy for a music project;
• Identify and analyse rights, revenue models, and stakeholder roles;
• Collaborate in an interdisciplinary team to present a feasible business case;
• Reflect on your own professional ambitions within the music business ecosystem.

Study load

52 hours of lectures/group assignments + exam preparation (including self-study).

Please note: You must attend all learning activities (e.g. workshops, fieldwork) to be able to receive the Certificate of Participation and/or the credits for this course, unless absence is officially approved by the teachers and the coordinator of the Utrecht Summer School. 

You will be expected to be present until the final day of the course has ended. Please keep this in mind when booking your return flight. You can find your schedule in the Day to Day overview of your course on the course page.

Tags

• music industry
• music business
• music marketing
• music management
• Digital transformation in music
• Evolution of the Music Industry
• Global Music Ecosystem
• Fan Engagement Strategy
• Copyright
• Royalties and Collective Management
• Monetizing Creativity
• Career Planning in Music
• Artist Management in the Digital Era