Music Industry

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The New Independent Artist. This course gives participants an overview of developing and executing business plans that may include establishing small firms (i.e., record companies and start-ups). This discussion will include an overview of the music industry, including: diversity of the music industry, career paths in areas such as arts management, music products and merchandizing, public relations, music production and recording, publishing, and online music distribution.  The course also includes valuable information regarding strategic positioning and competitor analysis, as well as marketing, teaming, and project and operations management. This course will explore marketing strategies that involve creating a differentiated name and image — often using a logo and/or tag line — in order to establish a presence in the target consumer’s mind and attract and keep fans, consumers and followers.

Songwriting. This interactive course explores the craft of songwriting in various styles; as well as channeling, inspiration, creativity, discipline and techniques in songwriting.