Artist Management in the Music Business

This course is an in-depth exploration of the strategy behind effective artist management. Through case-scenario analysis, you will learn the key ingredients for successful artist management/artist relationships, in addition to approaches for growing and sustaining artists’ careers. Underpinning this work is effective brand management and the development of the artists and their fan bases. You will also learn how and when to build out artists’ teams and how to leverage financing opportunities, such as crowdfunding, to jump start new projects. It is exceedingly rare that artists have a single income stream, so artist managers must be versed in all aspects of the industry to exploit opportunities that align with their artists’ goals. The course positions students to identify and leverage potential opportunities, while nurturing industry relationships and negotiating the most favorable outcomes for artists.

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

• Create innovative, multi-dimensional plans to increase the chances of success for the artists with whom you work
• Execute effective strategies for brand management and cultivating fan bases
• Leverage opportunities in touring, recording, licensing, merchandising, and sponsorships that align with artists’ goals 
• Devise strategies for financing and making connections that support artists’ sustainability
• Build an effective team that coordinates and supports artists’ careers
• Evaluate important contractual and financial documents required in artist management and help negotiate the most favorable terms for artists

Syllabus

Lesson 1 What Is Artist Management?

Lesson 2 Getting Down to Business

Lesson 3 Making the Music

Lesson 4 Signing a Record Deal

Lesson 5 Working with the Label and Imaging the Artist

Lesson 6 More Imaging: Photos, Artwork, Merch, and Videos

Lesson 7 Touring: Putting the Tour Together

Lesson 8 Touring: Booking the Shows and Hitting the Road

Lesson 9 Building (and Maintaining) the Fan Base

Lesson 10 Marketing the Artist

Lesson 11 More Marketing, Plus Never Forget to Always Remember to Get the Money

Lesson 12 Working with the Artist

RequirementsProof of a Bachelor’s Degree

Proof of a bachelor’s degree is required to enroll in this non-degree, graduate-level course.

Prerequisites and Course-Specific Requirements 

Required Textbook(s)

• The Mansion on the Hill, by Fred Goodman

General Course Requirements

Below are the minimum requirements to access the course environment and participate in live chats. Please make sure to also check the Prerequisites and Course-Specific Requirements section above, and ensure your computer meets or exceeds the minimum system requirements for all software needed for your course. 

Mac Users

• OS X 10.10 Yosemite or higher

PC Users

• Windows 7 or higher

All Users

• Latest version of Google Chrome
• Zoom meeting software (available in the course when joining your first chat)
• Webcam
• Speakers or headphones
• External or internal Microphone
• Broadband Internet connection

Instructors

Jim Horan

Author & Instructor

Jim Horan has over 20 years of experience in the music business as a record company executive, artist manager, consultant, and musician. He began his career at Rounder Records, one of the most revered independent labels in the country, where he rose to become the company’s Vice-President and General Manager while working with artists such as Robert Plant, Gregg Allman, Steve Martin, John Mellencamp, Rush, Alison Krauss, Nathaniel Rateliff, and The Jayhawks. He has managed artists including the GRAMMY-nominated Americana band Della Mae and the acclaimed indie folk artist Marissa Nadler, and he serves as a consultant for domestic and international artists. He is also a singer, songwriter, and guitarist who has been performing for over 25 years, most recently with the Boston-based country rock band, Georgia Overdrive. He holds a bachelor’s degree in English from the University of Connecticut.

What’s Next?

When taken for credit, Artist Management in the Music Business 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

Get Download Jim Horan – Artist Management in the Music Business at imcourse.biz today!

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