Mike King – Modern Music Marketing: Music Promotion, Fan Relationships, and Direct-to-Fan Strategies
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This course takes an in-depth look at the tools, technologies, strategies, and tactics artists can use to generate interest in their music, acquire new fans, and monetize their music.
Modern Music Marketing: Music Promotion, Fan Relationships, and Direct-to-Fan Strategies
The internet created a seismic shift in the music industry. Traditional marketing strategies and tactics, many still effective, have been overtaken by music streaming services and a variety of online-based marketing, sales, and distribution outlets, all of which require their own specific marketing approaches and strategies.
This course takes an in-depth look at the tools, technologies, strategies, and tactics artists can use to generate interest in their music, acquire new fans, and monetize their music. The course begins with an introduction to modern music marketing—the opportunities available, case studies on how artists are generating interest online, ways to optimize the fan experience, and the elements of the direct-to-fan approach to marketing campaigns. From there, we’ll do a deep dive into the topic of fans: the artist-fan relationship dynamic, fan communities, and fan funding. Next, you’ll learn about niche marketing and how to build an audience profile using demographics and psychographics.
You’ll learn how to build a modern music marketing technology toolset including a website, a mailings list, social media, digital distribution, and streaming service profiles. You’ll end this section of the course learning about various modern music marketing platforms to handle everything from fan engagement to e-commerce, to digital advertising.
After building a modern music marketing technology toolset, the balance of the course will all tie together as you devise a fully-integrated direct-to-fan marketing campaign plan, including deep dives into forecasting and data analytics.
By the end of this course, you’ll have mastered the art of modern music marketing, and have a fully-integrated, and optimized direct-to-fan marketing plan that you can be used to effectively promote and monetize music in today’s dynamic market.
By the end of this course, you will:
- develop a well-rounded approach to marketing, including the direct-to-fan approach
- understand who the fans are and the rewarding dynamic of the artist-fan relationship
- learn how to optimize a fan-friendly website
- build and market to a mailing list
- utilize the power of social media outlets to build community and generate demand
- distribute music to streaming services and download outlets
- utilize advertising platforms and e-commerce tools
- identify traditional and nontraditional pricing and marketing strategies
- create a direct-to-fan marketing plan for a music release
- properly use analytics to measure your success
Syllabus
Lesson 1 Getting Started with Modern Music Marketing
Lesson 2 Understanding Fans and Fan Engagement
Lesson 3 Niche Marketing and Branding
Lesson 4 Website Optimization
Lesson 5 Mailing Lists and Other Permission-Based Contacts
Lesson 6 Social Media: Building Community and Generating Demand
Lesson 7 Online Music Services
Lesson 8 Online Marketing and Advertising Tools
Lesson 9 Direct-to-Fan Campaign Planning: Preparation and Forecasting
Lesson 10 Direct-to-Fan Campaign Planning: Outlining Your Plan
Lesson 11 Direct-to-Fan Campaign Planning: Finalizing Your Plan
Lesson 12 Data, Analytics, and Measuring Results
Requirements
Prerequisites and Course-Specific Requirements
Completion of Music Marketing 101 or equivalent knowledge and experience is required.
Recommended Textbook(s)
- Playing to the Crowd: Musicians, Audiences, and the Intimate Work of Connection by Nancy Baym, NYU Press
- Music Marketing: Press, Promotion, Distribution, and Retail by Mike King, Berklee Press/Hal Leonard
Software Requirements
- Google Sheets, Microsoft Excel, OpenOffice, or other program that allows you to open and work with an Excel .xlsx spreadsheet file.
Instructors
Author
Mike King is a course author, instructor, and the Vice President of Enrollment at Berklee College of Music and Chief Marketing Officer (CMO) at Berklee Online. Prior to working at Berklee, Mike was the Marketing/Product Manager at Rykodisc, where he oversaw marketing efforts for label artists including Mickey Hart, Jeb Loy Nichols, Morphine, Jess Klein, Voices On The Verge, Bill Hicks, The Slip, Pork Tornado (Phish), Kelly Joe Phelps, and Frank Zappa’s estate. Mike was the Director of Marketing and Managing Editor of Herb Alpert’s online musician’s resource, ArtistsHouseMusic, for three years.
Mike has written and teaches three courses for Berklee Online: Music Marketing 101; Online Music Marketing: Campaign Strategies, Social Media, and Digital Distribution; and Music Business Trends and Strategies. His book, Music Marketing: Press, Promotion, Distribution, and Retail was published by Berklee Press in 2009. Mike was recognized as the Best Music Business Teacher by the National Association of Record Industry Professionals (NARIP) in 2011.
Mike has written for Making Music magazine, International Musician, Hypebot, and American Songwriter, and has been quoted in NPR Morning Edition, the Huffington Post, Billboard, The Boston Globe, Wired, CNN, the Boston Phoenix, The Chicago Tribune, Music Connection, and Muso. He’s also presented at MIDEM, CMJ, SXSW, NAMM, NARM, SF Music Tech, Futures of Entertainment @ MIT, and Music 2.0.
Instructor
Chandler Coyle is a partner and “digital geek” at the Topspin-certified digital marketing firm Music Geek Services based out of Chicago. Music Geek Services provides artist services for the music industry and been Topspin-certified since 2009. Music Geek has worked with, or is currently working with, acts such as Barenaked Ladies, Sloan, Said The Whale, Josh Rouse, The Odds, and Rhett Miller. From 2000-2010, Chandler managed a 10-person web development firm and has done everything from setting up networks to programming content management systems to create graphic designs for clients. Then, in 2010, Coyle brought his web skills to Music Geek Services where his passion is to help bands establish or enhance their online presence to increase their fan base and sell more music.
What’s Next?
When taken for credit, Modern Music Marketing: Music Promotion, Fan Relationships, and Direct-to-Fan Strategies can be applied towards these associated programs:
Associated Certificate Programs
- General Music Studies Professional Certificate
- General Music Studies Advanced Professional Certificate
- Music Business Fundamentals Professional Certificate
- Music Marketing Professional Certificate
Associated Degree Majors
- Bachelor’s Degree in Music Business
- Bachelor’s Degree in Music Composition for Film, TV, and Games
- Bachelor’s Degree in Interdisciplinary Music Studies (Create Your Own Major)
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