Music Business Management
The business of music is a global multi-billion dollar industry with individuals creating music, working at record labels, publishing companies, and distribution companies and as managers, agents, promoters and more. The Music Business Management Certificate is specifically designed for those who wish to gain deeper insights into the music industry. This intensive course will give the students an overview of how the industry works, the various job opportunities in it and the knowledge to pursue these jobs. The course is taught by veterans and will provide first hand practical knowledge on how to make a successful career in the music industry either as an artist or as a music industry professional.
The attendees will get detailed knowledge of each specialised work-field that make up the "Music Business" in our country such as – Artist Management and Booking, Record labels and Distribution, Intellectual property, Music Publishing and Marketing and more!
- Music Industry Today:
This module will discuss the state of the music industry in India and abroad at this current time along with the structure of the music business and the various positions available.
- Introduction to music business
- Trends in music business
- The digital revolution
- Career opportunities in the music Industry
- Artist Management & Booking:
This module will explore the role and importance of an artist manager and how they impact the career of the artist and their brand. It will also elaborate the difference between a manager and an agent, payment structures, business plans and also how to work as a manager and more.
- Artist as a brand
- Managers vs Agents
- Exclusive vs non-exclusive
- Why and when should an artist get a manager
- Being your own manager
- Management contracts
- Making the business plan – Setting milestones, Budgeting
- Payment policies
- Press kits
- Ending of management agreement
- Record Labels & Digital Distribution:
This module will discuss the various types of record labels and deals available to an artist. Along with the basics of digital release and distribution.
- Overview of the record industry
- Major and independent record labels
- Types of deals - 360 Degree Deals, album deals, Single song assignment deals
- Determining the budget
- Choosing the studio
- Choosing the producer or engineer
- Business basics for putting out your recording
- Identifying your market for your record release
- Distributing your recordings - streaming and internet Radio
- Music on mobile applications & distribution websites like Itunes, Amazon music etc.
- Intellectual Property & Business Affairs:
This module will teach the basics of copyright and what it protects, and will provide the students with an understanding of how to both monetize and protect their works from unauthorized exploitation.
- Importance of Copyright, Trademarks & Patents
- History of Copyright
- How to file a copyright
- Copyright Infringement/Fair Use/ Creative Common
- Setting up a business Entity
- Choosing the Proper Entity for Your Business
- Protecting Your Business’s Name and/or Trademarks
- Finances – TDS, GST
- Other business tools – Writing official emails, Excel sheets, proposals, Resumes etc.
- Music Publishing:
This module will explore the basics of music publishing and role of performance rights organizations:
- Introduction to music publishing
- Different types of music publishing revenue
- Mechanical Vs. Synchronization license
- Getting your music placed
- Income streams
- Performance Rights Organizations
- How to register your songs with PRO’s.
- PR & Marketing:
This module is an overview of key music marketing principles, terms, and practices, which together form the foundation for all music marketing plans. It will also look at the tools and emerging technologies artists can use to generate interest in their music, acquire new fans, and sell their music.
- Traditional PR & Marketing
- How radio, retail, internet and touring work together
- The marketing plan – When to start
- Writing a press release
- Contacting the press
- Importance and process of Radio & Television
- Promoting the show
- Website, Blogging, Social Media, Mailing Lists
- Data Analysis
- Merchandise, Giveaways, Cross Promotion, Street teams and Product development opportunities
- Brand Tie ups
- Live: Concerts, Festivals & Touring:
This module will explore the essential components of a successful show, typical types of industry deals, alternative streams of income and domestic and international touring. The course will provide working musicians, aspiring artist managers, booking agents, publicists, merchandisers, concert promoters and entrepreneurs with a detailed overview of the complete touring and music merchandising process, from start to finish.
- Overview of the current touring Industry
- Finding the right venue for your live show
- Business basics for Putting on a Show
- The Promoter, The Agent, The Venue
- The Riders
- The Artist’s Fee, gate share, bar share etc.
- Live performance as a revenue and promotion opportunity
- International touring
- Sponsorship and endorsement opportunities
- Working at a venue or festival
- Advancing the show
- Understanding basic sound set up
- Contracts & dissecting of a contract
- Payment policy
- Final Project
Program Director: Ritnika Nayan
Owner– Music Gets Me High
Ritnika Nayan started her musical career in 2001 at Hofstra University, New York, where she worked in the concerts division of the University for four years. During this time, she organized shows for artists like Maroon 5, Nickelback, Counting Crows to name a few and dealt in various parts of the Live music sector ranging from Tickets, Advertising, Production and Finances. After completion of her Bachelor’s degree in TV/Video From Hofstra, she returned to India, where she dabbled in Television (MTV NY, ITV London, Star India) and Film (Gandhi My Father) as an Assistant Director.
In 2006, Ritnika moved to London to pursue her Masters in Music Business management from Westminster University. She worked as a promoter in London for a year managing concerts at venues like the Troubadour, 100 club, Borderline and Nambucca. After a Brief work stint at Sincere management (Peter Jenner), Ritnika moved to India to set up her music company that deals with artist management, live concerts, consultancy as well as operates a rehearsal studio in Delhi. In 2008, the British council named Ritnika ‘Young Music Entrepreneur’ runner up and in 2018 they chose her as a finalist for the UK Alumni entrepreneur Award as well as a spokesperson for their Study UK campaign. She is strong advocate for local music and believes the Indian music industry needs to be at par with the international world. Ritnika is an active member of music conferences worldwide and was also a panelist at the Music Expo 2008, In Los Angeles & Electron festival Geneva, 2011, Amsterdam Dance event – 2016, in Mumbai and recently also released India’s first and only book on electronic music – hub. She has been featured in various publications including Femina, Elle, Time Out Delhi, Hindustan Times, Mid day, Sunday Guardian, TOI crest, Statesmen & Indian Express and was named one of the ‘Top Guns of India’ by India Today Aspire Magazine. Ritnika won the prestigious Indiafrica Visionary Fellowship and attended a business bootcamp at the Indian School of Business, Hyderabad and was also asked to speak to the University of Mauritius. She recently spoke at a TEDx event in India about the various opportunities available in music and released her book – Indie 101: The Ultimate Guide to the Independent Music Industry in India. Some of the projects she has been involved with include Guns & Roses India Tour, Manu Chao India tour, Tiny Fingers India Tour, Sula Festival, Moto spotlight series, The Grub Fest, Ziro Festival of Music, Nucleya -Horn Ok Please tour etc. More details – www.mgmh.net
April 2019 Batch