MCCCD Program Description

Music Business: Marketing and Monetization

Course: MUC110

First Term: 2020 Fall

Lecture 3.0 Credit(s) 3.0 Period(s) 3.0 Load
Subject Type: Occupational
Load Formula: S - Standard Load

Description: Designed to provide an overview of the marketing and monetization of music. Topics include music label operations; contracts; marketing, promotion, and merchandising; agents, managers, and attorneys; concert promotion and touring; and unions and guilds.

MCCCD Official Course Competencies
1. Analyze business structures and organizational operations of major and independent record labels. (I) 2. Assess current considerations in artist recording contracts, funding agreements, and royalty issues. (II) 3. Analyze media applications, delivery systems, and emerging technologies to expand revenue opportunities. (III) 4. Analyze marketing, promotion, and branding strategies. (IV) 5. Describe the core roles and responsibilities of professional agents, artist management, attorneys, and arts administration as it relates to music monetization. (V) 6. Explain the business of live performance to include concert promotion, touring, and theatrical production. (VI) 7. Identify professional associations, unions, and guilds specific to the music industry. (VII) 8. Identify emerging applications and tools used to manage business activities in the music industry. (VIII)
MCCCD Official Course Competencies must be coordinated with the content outline so that each major point in the outline serves one or more competencies. MCCCD faculty retains authority in determining the pedagogical approach, methodology, content sequencing, and assessment metrics for student work. Please see individual course syllabi for additional information, including specific course requirements.

MCCCD Official Course Outline
I. Music label operations and systems A. Scope of the record industry 1. Historical background 2. Record company administration B. Business structures and organizational operations 1. Major labels 2. Independent labels II. Contracts A. Common contract types B. Funding agreements C. Royalty issues III. Monetization of recorded music A. Physical media B. Internet broadcast C. On-demand streaming D. Emerging technologies E. Secondary and ancillary revenue streams IV. Marketing, promotion, and merchandising A. Merchandising and distribution 1. Streaming services 2. Physical distribution B. Marketing and promotion C. Marketing 1. Practices 2. Marketing plan D. Branding E. Advertising F. Publicity V. Agents, managers, and attorneys in music monetization A. Professional agents B. Artist management C. Arts administration D. Legal representation VI. Concert promotion and touring A. Key roles 1. Booking agents 2. Talent agents 3. Talent buyers 4. Promoters B. Management and production 1. Funding sources 2. Preparing budgets 3. Negotiating contracts 4. Production management 5. Venue management C. Marketing and sales 1. Concert promotion and advertising 2. Sales a. Box office b. Merchandise VII. Unions, rights, and music guilds A. Common unions and guilds B. Right-to-work laws VIII. Emerging technologies and applications

MCCCD Governing Board Approval Date: February 25, 2020

All information published is subject to change without notice. Every effort has been made to ensure the accuracy of information presented, but based on the dynamic nature of the curricular process, course and program information is subject to change in order to reflect the most current information available.