Course 2012-2013 a.y.

Course Objectives

The Music Business lab has the purpose to drive participants through the economics, management and organization of firms playing in the music business. The Lab allows to understand how the production, distribution and consumption of music traditionally happened (and partly happen today), as well as how these activities are radically changing due to technology and consumers tastes.

The Lab aims to reach three main goals:

• Introducing attendants to the birth and evolution of the modern recording industry, in order to get basic knowledge about the economics and management of music content;
• Discussing the present technological, social and economic radical changes such business is experimenting;
• Analyzing the multifaceted network of music business, looking at key actors, roles and specific processes.

Course Content Summary

The course covers the following topics

• History of the modern music
• Recording industry
• Managerial models for strategic and competitive analysis in the music business
• Analysis of the music business network
• Music consumption styles
• Recruiting and selection of music content
• Marketing and promotion
• New technologies
• Copyright and regulation
• Alliances and diversification

Teaching activity is complemented by the discussion of cases and the presence of guest speakers.

• Artists’ selection in major and indy labels
• Market promotion in major and indy labels
• Organization of live tours and concerts
• Music publishing
• Gatekeeping
• The point of view of the artists

During the course, students are asked to propose, develop and present innovative business models to be purposefully applied in the music business.

Detailed Description of Assessment Methods

Attending students

• 60% of the grade: Written exam: open questions
• 30% of the grade: Group work on the development of a new business model
  (deadline 15/01)
• 10% of the grade: Class participation

Non - Attending students

• 100% of the grade:
• Written exam on the whole material indicated at the beginning of the course

Textbooks

• Material provided by the instructor and posted on the learning space

Non-attending students

• Material for attending students
• P. ALLEN, Artist management for the music business, Elsevier, 2007.