Every successful band knows that talent and motivation can get you so far, but without someone behind the scenes putting all of the necessary pieces in place, it’s difficult to reach that elusive next level. With the proliferation of great bands out there these days, it’s more important than ever to have someone who knows and understands the business to guide your band through the twists and turns of today’s industry. Whether it’s a member of the band or a business professional, the right artist manager can make all the difference. With Berkleemusic’s Professional Certificate in Artist Management, you’ll develop the skills you need to make that difference, through a wide range of courses that address the major issues you’ll confront as an artist manager.

The Future of Music and the Music Business examines how the internet, the introduction of digital music, and personal computer CD recording capability have resulted in a perfect storm that has affected enormous change on the industry. Through discussions, interactive exercises, and interviews with music insiders, this course will explore new ways of creating, promoting, and distributing music, and will evaluate how new trends might affect your future plans. With a firm understanding of the major forces in music of today and tomorrow, you’ll be well prepared to tackle the more detail-oriented courses that follow.

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.

In Concert Touring, you’ll learn that touring continues to be the major source of income for bands large and small, from developing artists playing small clubs to big name bands like the Rolling Stones. The essential components of organizing a successful tour will be examined, as well as the best ways to effectively merchandise and promote your tour. Finally, you’ll see how all of the technical aspects of a tour – from sound and lights to stage plots and settling up – play a role in that tour’s success.

To round out the certificate program, Artist Management explores the role and importance of the artist manager, what they do, and how they impact the career of an artist or band. Among the range of topics discussed are 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.

For aspiring managers, self-managed bands, or current managers looking to sharpen their skills, the Professional Certificate in Artist Management will allow you to confidently take the lead in guiding your band to success.