MCCCD Program Description

Advanced Industry Topics: Concert Promotion and Touring

Course: MUC210

First Term: 2012 Summer I

Lecture 3 Credit(s) 3 Period(s) 0 Load
Subject Type: Occupational
Load Formula: L

Description: Operation, scope, and career opportunities in the music business. Focuses on advanced aspects of concert promotion, touring and festival production. Areas of focus include marketing, planning, operations, talent buying, and budgeting for profitable and successful music-performance stage shows.

MCCCD Official Course Competencies
1. Analyze current trends and issues affecting the Concert, Tour and Festival Industry. (I) 2. Identify the major stakeholders in the Industry today. (II) 3. Identify the roles and responsibilities of professionals in Touring and Concert Promotion. (III) 4. Differentiate between Venues, Event Types, Agencies and Markets. (IV, V, VI, VII) 5. Explain and organize the complete process for creating a successful live music event. (VIII) 6. Describe the financial management and capitalization of live music events. (IX)
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. Industry Overview A. Revenue trends B. Highest Grossing Music Events- Heritage Tours, etc C. Industry Research and Analysis- 1. Customer Analysis- market segmentation of live music consumers 2. The key trades, research subscriptions, data sources, radio and conferences II. Top Companies in the Industry A. Talent Agents B. Promoters C. Venues D. Top Grossing Artists III. Roles in Concert Promotion and Touring: Definitions and Responsibilities A. Marketing and Promotion 1. Tour Relations/Promotions Manager 2. College Marketing Representative 3. Touring Publicist B. On Tour/Road 1. Tour Manager 2. Road Manager 3. Road Crew 4. Merchandiser 5. Sound Technician 6. Production Manager C. Concert Promotion 1. Concert Promoter 2. Publicist 3. Promotions Assistant 4. Production Assistant D. Venue 1. Talent Buyer 2. Venue Manager 3. Production Manager 4. Sound Tech 5. Beverage Manager/Concessions 6. Security E. Booking 1. Talent Agent 2. Talent Assistant IV. Market Opportunities A. Local B. Regional C. National D. International E. College V. Working with Talent/Booking Agencies A. Large vs. Small B. Influence C. Contracts D. Territory E. Compensation VI. Event Types A. Single events B. Residency C. Vertical vs. Horizontal D. Tours E. Festivals VII. Venue Types A. Clubs B. Colleges C. Coffee shops D. Halls E. Stadiums F. Outdoor Venues VIII. Preparations and Logistics A. Planning B. Pitching C. Scheduling and/or Routing D. Promoting/Marketing E. Advancing the performance F. Selling/Ticketing IX. Financial Management A. Budgeting B. Financing/Investors C. Types of deals 1. Flat Fee 2. Door Deal 3. Split 4. Versus D. Performance Contracts E. Rider considerations F. Cancellations G. Offer Considerations 1. Ticket Price 2. Capacity of Venue 3. Guarantees 4. Number of shows 5. Overhead 6. Promoter Profit 7. Split Point H. Additional Revenue Streams I. Settlement

MCCCD Governing Board Approval Date: 3/27/2012

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.