The power dynamics of the music business have been shifting rapidly over the past several years. The tasks that record labels have traditionally undertaken for artists can now be accomplished by the artists themselves, and more artists than ever are finding innovative and creative ways to market themselves successfully on their own. You’ve seen it, you’ve read about it, you’ve heard about it – now learn how to do it yourself.

With the Specialist Certificate in Music Marketing, you’ll get a foundation for how the whole process works. You’ll learn different outlets of promotion that are available to you, how to access them, where the money comes from currently and, perhaps more importantly, where it will be coming from in the future. And further, you’ll find out how to take advantage of that changing power dynamic, and how to use it to make yourself known in the increasingly competitive world of music.

The first course in the series, Music Business 101, will give you a broad overview of the music business. You’ll learn that to be successful, an understanding of the entire industry – from distribution and publishing to promotion, producing and legal issues – is essential to your success. By learning about who the key players are, how deals are made, how to protect your interests and what advancements in technology will affect your career, this course will provide you with a picture of the essential framework within which you’ll be marketing your talents.

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 round out the certificate with Online Music Marketing: Campaign Strategies, Social Media, and Digital Distribution. The course looks at the tools and emerging technologies artists can use to generate interest in their music, acquire new fans, and sell their music. Students will learn the best practices and available tools for setting up their own Web site, implementing an effective social media strategy, options for third party communications (such as widgets and email), pricing and product information, and a detailed overview of the leading artist service based marketing and sales companies. By the end of this course, you'll have a fully timed, integrated, and optimized marketing plan that you can use to build up your fan base, generate interest in your music, and sell your music online.

For independent artists, aspiring managers, or anyone who wants to know how to market their music, the Specialist Certificate in Music Marketing provides all the necessary ingredients for success.