Summer Term Starts July 1st!
Contact Us 1-866-BERKLEE (USA) or +1-617-747-2146 (INTL)
Music Marketing 101
Lesson 1: Turning Up the Heat
- An Integrated Approach to Marketing
- Creating a Cash Machine
- Touring and Merchandise as a Revenue Stream
- Maximizing Your List
- Artist Case Study: Phish and Building a Community/Exploding Their Fan Base
- Organizing Your Street Team
Lesson 2: Making Money through Merchandise Sales
- Branding Considerations: The Artist as a Brand
- How Merchandising Works, Who's Involved, and Where the Money Comes From
- Putting Together Your Plan: What to Make, What Not to Make, How Much to Make, How to Make It
- Merchandising Sales and Distribution Strategies
Lesson 3: Digital Retailers and Distributors
- Digital Distribution Basics: Terms, Formats, DRM, Metadata, UPC
- Understanding Online Music Retail Models and Pay Rates: Permanent Downloads, Streams, Advertising
- Working with Online Music Retail Outlets: iTunes, eMusic, Napster, Rhapsody, and More
- Online Music Distributors Deals and Details: CD Baby, TuneCore, IODA, The Orchard, Snocap
Lesson 4: Working with Brick and Mortar Music Distributors
- The Process and the Players
- When Do You Need Physical Distribution?
- Independent Artists and Distribution
- Artists Spotlight: Clap Your Hands Say Yeah
- Distribution Details and Typical Deals: Pricing, Distribution Fees, Returns, Discounts, and How You Get Paid
- Co-Op Advertising Possibilities
- Marketing Tools: Helping Your Distributor Help You
- Communicating with Your Distributor
Lesson 5: Marketing to Traditional Retail
- Setting the Stage: The Problems with Retail, and How Smart Stores Are Overcoming Them
- Industry Spotlight: How the Independent Retailers Really Feel about Big-Box Exclusives
- The Importance of the Independent Retailer and Retail Coalitions
- How Smart Independents Are Competing in This Environment
- Consignment and Pricing Considerations
- Retail Marketing Opportunities and Resources
- Cover Art and Effective Packaging
- Soundscan—What It Is and Why It Matters
Lesson 6: Online, Mobile, and Video Marketing and Video
- It All Starts at Home: Usability, Content, Effective Use of Media, Web 2.0
- SEO—Making Your Site POP!
- Measuring Your Online Traffic and Marketing Results
- Maximizing Your E-mail List
- Use RSS Now
- The Mobile Revolution: Mobile Marketing
- Video and Viral Marketing
Lesson 7: Advertising: Presentation Is Everything!
- Frank Zappa on Advertising
- Print Advertising Options: Consumer, Trade, and Co-Op Print Ads
- Researching Your Advertising Outlets
- Media Advertising: Radio and Television
- Online Advertising: Banner Ads, Newsletters, Keywords
- Component of an Effective Ad
- Timing Considerations
Lesson 8: Publicity
- Tailoring Your Bio and Press Releases
- Physical vs. Electronic Press Kits
- Outlets—National, Regional, Local, Specialized, and Trade Press
- Online Press vs. Traditional Press
- Who to Hire and When to Hire an Independent Publicist
Lesson 9: Radio
- When should you consider radio promotion?
- How noncommercial radio works
- Marketing to noncommercial radio
- How commercial radio works
- What you need to look for in an independent radio promoter
- What an indie promoter can (and should) do for you
Lesson 10: Making the Most of a National Tour
- What Key Players in the Touring Business
- Promoting the Show: Working with the Venue
- Promoting the Show: What you should be doing to promote yourself
- Promoting the Show: Press
- Promoting the Show: Retail
- Tour Support from a Label
Lesson 11: Creating a Marketing Plan That Works
- The Big Picture
- Defining Your Goals
- Finding Your Audience and Defining Your Market
- Components of an Effective Marketing Plan
- Budgeting! The Components of a New Release Budget
- Tailoring Your Plan to Your Strengths
Lesson 12: Timing and Your Integrated Marketing Campaign: Putting It All Together
- Timing the Pre-Release Marketing of Your Record
- Long Lead Pre-Release Marketing (15-20 weeks out from street date)
- Moderate Lead Pre-Release Marketing (7-14 weeks our from street date)
- Short Lead Pre-Release Marketing
- How to Service Key Marketing Outlets Pre-Release
- Post-Release Marketing Recap
- Phase II Marketing: Capitalizing on Your Success
Ready to Enroll? |
Online Summer Term Starts July 1st
Course Info
| For-credit tuition: $1,400 |
|
Non-credit tuition: $1,200 Add 6 CEUs: $25.00 |
| Credits: 3 |
| Duration: 12 weeks |
| Catalog #: BMB-125 |
Course Faculty 
| Mike King Course author, instructor, and the Director of Marketing at Berkleemusic. | |
| Jay Coyle Jay Coyle is the founder and "Music Geek" at the digital marketing firm, Music Geek Services. | |
| Christopher Moon Christopher Moon is is the founder of Anhedonia Management and Head of Artist Relations for NoiseTrade | |
Student Comments
"The course content was outstanding; a great mix of "high concept" and nuts-and-bolts. Mike King was a fantastic instructor; tremendous during chat sessions, great feedback in private messages, added extremely valuable discussion posts. On top of all that, he was very encouraging to the class, and gave great individual feedback!" - I. Gowda"There are so many things that I loved about the course, it gave very real and in depth strategy and insight into how to market music. It was an incredible class. The professor also gave the most in depth responses to our assignments, with links to helpful websites and ideas where we can improve our work or strategy over all." - I. Palmieri
"The teacher feedback was the best and most in-depth out of all the teachers I've had at Berklee so far. He really catered to what you were trying to achieve as it related to your situation." - L. Coe
©2001-2013 Berklee College of Music
Berklee College of Music is accredited by the New England Association of Schools and Colleges (NEASC)
