The Internet has completely changed the ways in which many consumers discover, purchase, and experience music. The consumer’s experience has become much more decentralized—and as such, the means to effectively market music has shifted as well. Traditional marketing vehicles, while still important, have been augmented with a variety of online-based marketing, sales, and distribution outlets and techniques that allow musicians to directly connect with their target market in a way that was not possible in the past. The Specialist Program in Direct-to-Fan Online Music Marketing, explores these new sales and marketing options, and provides a road map for developing more fans and effectively monetizing your music.
This certificate program starts with exploring the The Future of Music and the Music Business, where you’ll evaluate how current and developing changes, technologies, innovations, and trends might directly affect your own plans. You'll look at issues such as copyright, digital rights management, and alternate forms of marketing, and you’ll discover successful strategies for creating, promoting, and distributing music in the emerging digital market.
From there, you’ll take a more focused look at the marketing segment of the music industry, both online and offline. 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.
You’ll close out the certificate with Online Music Marketing: Campaign Strategies, Social Media, and Digital Distribution. Acting as a supplement to the online-focused strategies outlined in Music Marketing 101, the course provides an in-depth look at the new online-based music sales and marketing landscape. In this course you’ll develop a personalized plan of attack, which starts with optimizing your visibility online, identifying your target market, and creating the right offers for your individual goals. You’ll look at a number of online tools and third-party companies that exist to help you to effectively reach your target market, and you’ll learn cutting-edge marketing strategies including how to use data and analytics to guide a campaign, best practices for email and social networking sites, effective communication strategies, and proper use of widgets. You’ll learn effective pricing and product techniques designed to generate interest in your music and reward your most enthusiastic fans, while also helping to create a higher net sales margin for you as an artist.
By the end of this certificate program, you’ll have an in-depth understanding of the major changes and innovations affecting the music industry, a professional level understanding of both online and physical marketing strategies, and a fully timed, integrated, and optimized marketing plan that you can employ to build up your digital touch points, generate interest in your music, and sell your music online.
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.
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.
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.
Enroll and Pay by May 21st to Save on All Guitar or Bass Courses*
→ Save up to $305 when you enroll in any individual
Bass online course*
→ Save up to 30% when you enroll and pay for any multi-course
Bass online certificate*