Jamal Dauda, Stephen Canfield – Music Marketing: Strategy for Consumer Brands
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Relationships between artists and consumer brands are increasingly symbiotic, helping to strengthen emotional connections with their audiences, develop meaningful relationships, and earn revenue.
Music Marketing: Strategy for Consumer Brands
Relationships between artists and consumer brands are increasingly symbiotic, helping to strengthen emotional connections with their audiences, develop meaningful relationships, and earn revenue. In Music Marketing: Strategy for Consumer Brands, you will learn to make appropriate alignments between brands and artists and devise strategies for campaigns that have measurable outcomes, such as KPIs (key performance indicators) and ROI (return on investment), that inform further investment. The goal of this course is to position you to conceptualize, build, and execute best-in-class music campaigns for consumer brands in a professional, real-world context through research, analysis, presentation, and critique.
By the end of the course, you will be able to:
- Evaluate whether brands have a rightful place in the music space and how to adapt strategies to increase relevance where it doesn’t exist
- Articulate the value emotion plays in driving purchasing decisions and assess how music can be leveraged to enhance these connections
- Quantify brands’ assets that are of value to the artist community and can provide the foundations for a campaign
- Identify what a brand looks for in terms of an artist’s communication, team, and brand before considering them for partnership
- Develop campaigns that simultaneously deliver value for artists and the brand for authentic ambassadorship
- Avoid major mistakes that many brands make relating to the artist community relating to payment, approvals, and contracting
- Add further cohesion to campaigns through a focus on storytelling across the PESO (paid/earned/shared/owned) model
- Assess the ROI of a campaign, based on its targets and KPIs to understand whether it’s a good spend of company resources
- Deliver concepts and campaigns that go beyond marketing consumer products to impact consumers and the industry in more meaningful ways
Syllabus
Lesson 1 Introduction to Music Marketing for Brands
Lesson 2 Why Brands Work in Music
Lesson 3 Common Characteristics of Successful Campaigns
Lesson 4 The Pillars of Music Marketing
Lesson 5 Driving Results
Lesson 6 What Brands Want from Artists
Lesson 7 Artist Collaborations
Lesson 8 Events and Sponsorships
Lesson 9 Content Development
Lesson 10 Consumer Engagement and Amplification
Lesson 11 Case Study: Red Bull
Lesson 12 Music Marketing Ethics
Requirements
Proof of a Bachelor’s Degree
Prerequisites and Course-Specific Requirements
Required Textbook(s)
- The Brand Gap: How to Bridge the Distance between Strategy and Design, by Marty Neumeier, New Riders
- Brand Leadership: The Next Level of the Brand Revolution, by David A. Aaker and Enrich Joachimsthaler, Free Press
Instructors
Instructor for this course to be determined soon!
Author & Instructor
Jamal Dauda currently serves as the Vice President of Content Marketing at Playboy. Prior to that, he was the Global Head of Music at WeTransfer and the first-ever Artist Marketing Manager at Red Bull, where he helped to further diversify their vast music profile throughout North America. Recognized in 2018 as one of Adweek’s Creative 100, he has spearheaded branded film projects with Bjork, Courtney Barnett & Kurt Vile, Zola Jesus, Fleet Foxes, and many others.
Author
Stephen Canfield is an expert in global brand strategy. Currently serving as the Head of Host Marketing at Airbnb, his team is responsible for growing the host community and bringing new products to market. Prior to that, he worked as Vice President of Marketing for WeTransfer and is also known for his tenure as program director for Red Bull Sound Select. Stephen plays guitar and graduated from Berklee College of Music with his degree in Music Business/Management.
Instructor
Jason Fisher is a co-founding partner and head of strategy for Dream House, a full-service creative company based in Los Angeles, CA. Jason has lead major strategic consulting projects in the lifestyle/music marketing space for brands such as Coca-Cola, Levi’s, Gatorade, and more. Prior to co-founding Dream House, Jason spent 7 years as the Senior Director of Activation & Communications for all culture marketing (music, art, dance) projects at Red Bull where he was the strategic lead guilding long-term brand strategy and responsible for creating and delivering marketing campaigns across all major music and lifestyle activations for the brand (Red Bull Music Academy, Red Bull Sound Select, music festival activations, and on-demand/live content).
Jason’s career began in the digital music space where he headed up digital marketing for 9 years at record labels such as Epitaph Records, ANTI- Records, Victory Records, and Immortal Records working with artists such as Tom Waits, Wilco, Bad Religion, Weezer, Rancid, and over 340 other album releases.
What’s Next?
When taken for credit, Music Marketing: Strategy for Consumer Brands can be applied towards these associated programs:
Associated Certificate Program
- Music Business Marketing and Management Graduate Certificate
Associated Degree Major
- Master’s Degree in Music Business
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