International Music Marketing: Developing Your Music Career Abroad

International Music Marketing is designed for artists who want to manage their own careers internationally, and managers and aspiring managers who want to develop their clients’ careers internationally while improving their own business skills. This course introduces the strategies and new structures emerging in the global music industry. It will teach you not only how to manage your music internationally, but also how to profit from your efforts. In the past, the easiest way to develop a music career abroad was to sign a licensing or publishing deal with an overseas representative, major or indie, and have them handle your international business affairs. Now, musicians and managers can release, market, publish, tour, and export music on their own but it requires time, expertise, and strategy. In this course, you will learn that there is more to the music industry than the US, UK, and Japan, and that copyrights—an artist’s pension—can be manipulated, restructured, and sold in myriad ways to enhance opportunities abroad. You will also learn about analytics and big data and how to leverage them to know what works where.

By the end of the course, you will be able to:

• Develop a music internationalization checklist, which will help define when an artist is deemed export ready
• Work with music export offices around the world
• Make the most of international festival opportunities
• Use analytics to maximize the impact of export activities
• Take advantage of new revenue opportunities, new ways of manipulating copyrights, and new markets
• Manage the release of recordings internationally
• Manage licensing abroad
• Geo-target marketing campaigns and music tours
• Understand visas and withholding tax
• Conduct an independent, international PR campaign
• Maximize returns from merchandise, sync, and ringback tones

Syllabus

Lesson 1 Are You Export Ready? Let’s Start Developing Your Career Abroad

Lesson 2 National Music Scenes and Data Mining as the New Normal

Lesson 3 Export 101

Lesson 4 Understanding and Marketing Your Strengths: Analytics, Research, Social, and Data

Lesson 5 Rights and Administration: Legal Requirements Abroad

Lesson 6 Working with PR, Radio, and Digital Media

Lesson 7 Tour de Force: International Booking Primer

Lesson 8 The Rise of the Showcase Festival

Lesson 9 Non-Traditional Revenue Opportunities

Lesson 10 You and Label Services: Managing Campaigns and Expectations

Lesson 11 Developing Markets

Lesson 12 Now That You’re Export Ready: Expanding on Our Case Studies

Requirements

Prerequisites and Course-Specific Requirements 

Completion of Music Marketing 101 or Music Business Trends and Strategies, or equivalent knowledge and/or experience is required.

Students should have basic knowledge of the music industry, including an understanding of copyright, publishing, and licensing arrangements.

Required Textbook(s)

• The Art of Music Publishing: An Entrepreneurial Guide to Publishing and Copyright for the Music, Film, and Media Industries by Helen Gammons, Focal Press

• Music Marketing: Press, Promotion, Distribution, and Retail by Mike King, Berklee Press/Hal Leonard

• All You Need to Know About the Music Business by Donald S. Passman, Free Press

• Music: The Business (7th Edition) by Ann Harrison, Virgin Books

Instructors

Shain Shapiro

Author

Originally from Toronto, Canada, Dr. Shain Shapiro has worked in the music industry for over 15 years, including (before founding Sound Diplomacy) over three years as the UK and European Representative of the Canadian Independent Music Association. In this role, he helped produce over 100 showcases across Europe, working with 500 bands in the process. Before that, he was the UK Press Manager for One Little Indian and FatCat Records and an internationally published music journalist, working for Timeout, VICE, and others. He holds a PhD from Birkbeck, University of London, with his dissertation titled “The History of Popular Music Funding in Canada. He has advised on the Momentum Music Fund, guest lectures at four universities in three countries and has spoken at MIDEM, SXSW, WOMEX, Liverpool Soundcity, Eurosonic, Canadian Music Week, and over 30 other festivals and conferences.

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Tony Boden

Instructor

Tony Boden is a booking agent, consultant, panellist and label partner with a background in show promotion and management. He started promoting shows back in 2006 in Brighton, UK before moving on to become a booking agent in summer 2007. Since then he has had experience in booking a host of acts across a variety of different musical genres throughout Europe, Scandinavia, Russia, Latin America, Japan, Australia, New Zealand, South East Asia and India. These have included headlining and supporting tours as well as festivals. He is now an agent with Northern Music Co. Live and continues to represent a powerful and diverse live roster.

What’s Next?

When taken for credit, International Music Marketing: Developing Your Music Career Abroad can be applied towards these associated programs:

Associated Certificate Programs

• General Music Studies Professional Certificate
• General Music Studies Advanced Professional Certificate
• Music Marketing Professional Certificate

Associated Degree Majors

• Bachelor’s Degree in Interdisciplinary Music Studies (Create Your Own Major)
• Bachelor’s Degree in Music Business

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