Term 1: Foundation (60 credits)
Creative Music Management
20 credits / 40 hours tuition Assessment: Portfolio, Reflective Summary.
The module focuses on the interconnected and collaborative stakeholders and activities undertaken in the production, distribution and marketing of commercially released music.
It begins with a mapping and critical evaluation of label, publisher and creative artist management in its historical context along with an analysis of how that landscape is evolving and adapting to competitive dynamics.
The module continues with an audit of those key creative management entities, roles functions, budget and timeline variables. It also details all of the music and entertainment industry legal and contractual points covering recording, publishing, management, live, digital, synchronisation and brand licensing, new tools, techniques and case studies in the physical and digital worlds.
Cases studies used will be based in the UK and the wider international music scene, and will include both major labels and independents. Students have an opportunity to work in groups to formulate and execute a professional commercial strategy and content for an independent music artist of their choosing, competing to win a small promotional budget supplied by Tileyard. Groups present analysis and feedback to invited guest speakers, tutors and contemporaries.
20 credits / 40 hours tuition Assessment: Report.
The module provides students with a comprehensive and detailed foundation of managerial economics enhanced with lectures on the economics of global commercial entertainment. This module includes mapping and evaluation of current sources, routes and methods to financing creative projects.
Legal and Business Affairs
20 credits / 40 hours tuition Assessment: Case Study, Essay.
A module providing a detailed analysis of contracts, negotiation points and new business development strategies in the music and entertainment sectors, from a legal perspective. The module analyses current contracts for recording, publishing, management, live event, touring, festivals, new technology, IP licensing and start-up business and creates a forum for discussion on strategies for deal brokering, negotiation and conflict resolution.
Term 2: Development (60 credits)
New Technology in Music and Entertainment
20 credits / 40 hours tuition Assessment: Essay, Presentation.
This module explores and analyses the impact of new technology on the music and entertainment industries. This includes breaking down the components of the digital world, mapping key stakeholders and analysing start-up companies, platforms, applications and new technologies following the food chain of creation, production, distribution, marketing and sales. Case studies of start-up companies developing and adapting new technology for the music industry will be included alongside a new tech accelerator programme.
20 credits / 40 hours tuition Assessment: Report, Presentation.
The module provides a critical evaluation and analysis of the principals and practices of marketing, both physical and digital, with specific reference to entertainment, youth, media and campaign-driven marketing case studies. It will focus on the sociological, psychological and consumer behavioural dynamics inherent in branding, promotion and the communication of perceived value.
Live Event Management
20 credits / 40 hours tuition Assessment: Portfolio.
A compact module providing critical analysis and evaluation of the mechanics, income streams and associated costs of the live music, culture and event industry. The module will focus on managing individual live music concerts, UK and international touring, festivals, corporate and brand sponsored events, merchandising and the impact of digital technologies. Students will hear first-hand accounts of case studies from recent and current artists and other music professionals. A practical assessment will challenge students to host a live music event on-site at Tileyard Studios.
Term 3: Creation (60 credits)
Creative Business Project
60 credits / 30 hours tuition Assessment: Report (12,000 words), Presentation.
This module provides the student with an opportunity to consolidate their learning into a business plan and investor presentation for a new product, service, or creative campaign. Initial classes will introduce the project and develop research skills. Deliverables include a full business plan, market research analysis, financials, any legal or IP ownership status, any prototypes or demo products or platforms, business team, timeline for deliverables, investor pitch and associated presentation.
In addition to handing in their assessments for marking, students present their business case live to the Tileyard Studios investment fund. The module is supported by an initial series of classes in academic research methods, critical and reflective analysis and project management techniques. You will also be allocated an industry mentor for the duration of the module who will help guide the development of your work. Meetings with your mentor will take place through a balance of regular Skype meetings.