Artist Management
$12,600
Complete certificate tuition
(Plus Registration Fee $175)
With the power in the music industry shifting from the major labels and other gatekeepers to the artists, the role of a manager is more important than ever. A manager that has a detailed understanding of the new and evolving marketing, technology, legal, touring, licensing and business strategies is an invaluable member of any artists’ team. The Master Certificate in Artist Management provides a complete tool kit to anyone interested in success as an artist manager.
You’ll start by examining The Future of Music and the Music Business, building an essential foundation for success in a rapidly changing industry. You’ll learn how current and developing technologies, innovations, and trends have fundamentally changed the music business—and evaluate how they might directly affect your own plans. You'll look at issues such as digital rights management and copyright, and discover successful strategies for creating, promoting, and distributing music in the emerging digital market.
Following this overview of the music industry at large, you will take a more focused look at the marketing segment of the music industry. Music Marketing 101 provides artists, managers, and music business entrepreneurs with the foundational music marketing base they’ll need to succeed and thrive in this new music business. This course starts with the basics – an overview of key music marketing principles, terms, and practices, which together form the foundation for all music marketing plans. From there, students will dig into the key areas of opportunities for musicians, including merchandising, publicity, radio promotion (online and traditional), retail & distribution (online and traditional), advertising, and touring. Students will learn what companies and partners to work with to reach their core fans, how to communicate with them, and the ways to leverage the changes and new opportunities that the internet offers to marketers. By the end of this course in the program, you’ll have an active marketing plan and timeline tailored to your own unique strengths and budget.
Next, you’ll dive into the world of licensing, one of the most lucrative and rewarding revenue streams for many artists. Licensing powers virtually every use of music, from digital download stores, to live performance, to music across mixed media. In Music Licensing you’ll discover how to create new avenues for placement of your own music, identify current opportunities for your copyrights, understand the difference between master/publishing revenue streams, and how to use online resources to introduce your music to music supervisors, ad creative, video game producers, and more. The course will provide you with the knowledge needed to monetize your own creative property across various licensing uses. You’ll be able to create a summary licensing plan capable of acting as a business plan for your licensing efforts by the end of the course.
You’ll then move on to learn the ins and outs of Concert Touring, a major source of income for bands of all sizes. In this course, you’ll learn the preparations and logistics involved in developing, budgeting, and executing a successful tour, from small club dates to international stadium shows. You’ll gain valuable knowledge on all aspects of touring, from merchandise and promotion to sounds and lights to stage plots and settling up.
Next, in Legal Aspects of the Music Industry, you’ll gain an understanding of the important recent legal changes that every musician, engineer, and producer needs to know. You’ll delve into copyright law, recording and music publishing agreements, common contracts and agreements including producer, label and distribution agreements and club contracts, and digital rights management issues—all things essential to success in the music business today.
Rounding out the program’s required courses, Artist Management ties all of your coursework together with a specific focus on the importance of the artist manager. You’ll gain an invaluable collection of skills you’ll need in this role—leadership strategies, money management, motivational techniques, career planning, and what to do when things go wrong. By the end of the course, you’ll not only understand the important contractual and financial information you need to know, but will also be able to implement key methods for success and create innovative strategic plans for your artists.
The Masters Certificate in Artist Management also allows you to enhance your skills in a number of different areas by offering three elective courses in other music business topics—including publishing and entrepreneurship—all indispensable skills for the accomplished manager.
At the completion of this certificate program, you’ll have a wealth of practical information, up to date marketing and sales techniques, exceptional management skills, contacts with others in the industry, and a firm understanding of where the music business is headed – basically everything you need to make a successful career in artists’ management.
Substitutions may be requested for electives. Please contact our Continuing Education Registrar at registrar@berkleemusic.com or call (617) 747-2146 to see if your request suits the overall academic requirements for your chosen program.
Required Courses
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The Future of Music and the Music Business
David Kusek (12 weeks, 3 credits)
Now in its 5th revision, this best selling music business course will examine alternatives to traditional means of creating, financing, promoting, distributing and marketing music - and explore scenarios and uncover opportunities that the new digital music reality offers. Discover new structures and strategies for driving revenue and new approaches to the business of music. This course is essential for all artists, songwriters, managers, publishers and music business people seeking successful careers in the new digital music ecosystem.
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Music Marketing 101
Mike King (12 weeks, 3 credits)
Learn the basics behind marketing and selling your music! Music Marketing 101 provides artists, managers, and business entrepreneurs with the foundational music marketing skill set they’ll need to succeed and thrive in the new music business.
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Music Licensing
Scott Sellwood (12 Weeks, 3 credits)
Learn how to make money through creative licensing of your music! In this course, you’ll discover how to create new avenues for placement of your own music, identify current opportunities for your copyrights, and how to use online resources to introduce your music to music supervisors, ad creatives, video game producers, and more.
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Concert Touring
John Czajkowski, Jeff Dorenfeld (12 weeks, 3 credits)
Learn the preparations and logistics involved in developing, budgeting, and executing a successful tour, from small club dates to international stadium shows.
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Legal Aspects of the Music Industry
Don Gorder, Steve Masur, Valerie Lovely (12 weeks, 3 credits)
Build your music career with an understanding of the legal issues that are of special concern to musicians and songwriters, and take a focused look at the important legal changes that have evolved as a result of the shift in the music business landscape.
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Artist Management
George Howard (12 weeks, 3 credits)
Explore the role and importance of an artist manager, what they do, and how it impacts the career of the artist and their brand.
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+ 3 Elective Courses ↓
Recommended Electives
Please contact our Continuing Education Registrar to request elective substitutions.
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Music Business 101
Lauren Davis (12 weeks, 3 credits)
Gain a broad overview of the music business and learn how the various segments of the industry operate on a day-to-day basis. Discover the career opportunities that are available to you, and the knowledge you'll need to achieve your goals.
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Music Publishing 101
Eric Beall (12 weeks, 3 credits)
Create and operate your own publishing company, and learn how to effectively promote and place your songs into income-generating opportunities.
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Music Industry Entrepreneurship
George Howard (12 weeks, 3 credits)
Focus your efforts and dramatically increase your chances of success by learning the entrepreneurial tools particular to the music industry, including business structures, finance, marketing, management, and leadership. Create a concise business plan that you can apply to many different music business ventures.
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Online Music Marketing: Campaign Strategies, Social Media, and Digital Distribution
Mike King (12 weeks, 3 credits)
Online Music Marketing: Campaign Strategies, Social Media, and Digital Distribution takes an in-depth look at the tools and emerging technologies artists can use to generate interest in their music, acquire new fans, and sell their music online.
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Online Music Marketing with Topspin
Shamal Ranasinghe, Mike King (12 weeks, 3 credits)
Topspin is a unique marketing, management, and content distribution platform that helps artists market and retail direct to their fans. In Online Music Marketing with Topspin, students will develop the in-depth marketing expertise necessary to properly execute a successful sales and marketing campaign using Topspin.
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Copyright Law
Allen Bargfrede (12 weeks, 3 credits)
Understand the basics of how your creative works are protected by copyright law, what rights you have as a content owner, and how to leverage your copyrights to generate income.
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Berklee College of Music is accredited by the New England Association of Schools and Colleges (NEASC)
