The Economy of a Record Label

93-860

Units: 3

Description: A 4-week crash course in the business of music. Students will walk away from this course with a concrete understanding of the existing business models and economics, inner-workings of a major label, “the team” responsible for breaking new artists and building a bigger brand for existing superstars. The goal of this class is to give students a firm understanding of the industry landscape, record label operations and roles, and a realistic approach in navigating it all. By the end of the course, students should be able to create a go-to-market strategy, plan and orchestrate a successful campaign, mobilize “the team”, remove barriers, solve problems and turn challenges into opportunities.

Learning Outcomes: Objective #1 Understand the evolution, landscape, and nuts-and-bolts of the music industry, and be able to articulate this effectively Assessment #1 Class Discussion Objective #2 Recognize and illustrate the “team” and explore the fundamental operations of the artist, as well as the connections between artist and fan Assessment #2 Class Discussion; Quiz Objective #3 Evaluate case studies and successfully redesign the go-to-market strategy to create a winning campaign. Students will need to approach business objectives through the different lenses of the team, challenge business objectives through their concrete understanding of the industry, and remove barriers to strengthen opportunities. Assessment #3 Class Discussion Case Study Objective #4 Articulate a go-to-market strategy and action plan. Assessment #4 Final Presentation