Course 2014-2015 a.y.



Department of Management and Technology

Course taught in English

Go to class group/s: 31
CLEACC (6 credits - I sem. - OBS  |  SECS-P/08)
Course Director:

Classes: 31 (I sem.)

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 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 indie labels.
  • Market promotion in major and indie 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

For attending students
  • 60% of the grade: written exam, open questions.
  • 30% of the grade: group work on the development of a new business model.
  • 10% of the grade: class participation.
For non attending students 
  • 100% of the grade.
  • Written exam on the whole material indicated at the beginning of the course.


For attending students
  • Material provided by the instructor and posted on the e-learning space.
  • It is recommended to refer to: P. WIKSTRÖM, The music industry: Music in the cloud, Polity Press, 2013 edition.
For non attending students
  • P. WIKSTRÖM, The music industry: Music in the cloud. Polity Press, 2013 edition.
  • A. CURRAH, “Hollywood versus the Internet: the media and entertainment industries in a digital and networked economy”, Journal of Economic Geography, 6, 2006, pp. 439-468.
  • M. KRETSCHMER, G.M. KLIMIS, C.J. CHOI, “Increasing returns and social contagion in cultural industries”, British Journal of Management, Vol. 10 (1999), s61-s72.
or, in alternative:
  • P. TSCHMUCK, Creativity and innovation in the music industry, Springer, 2012 edition.
Exam textbooks & Online Articles (check availability at the Library)
Last change 25/03/2014 15:30