The ESE Masterclasses in MUSIC INDUSTRY MANAGEMENT. Director: Matteo Silva Cappelletti

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1 The ESE Masterclasses in MUSIC INDUSTRY MANAGEMENT Director: Matteo Silva Cappelletti

2 The Music Industry in the 21st Century: current issues and future perspectives The boom of telecommunications and the extraordinary growth of Internet have pushed the Music Industry from a well established scenario where the value chain, the different actors and the business rules were perfectly defined, into a new and constantly evolving ecosystem where the value chain changes, the old business rules do not work and new threats and opportunities must be addressed at digital speed. As a result, new strategies and models had to be developed. In the old music economy, content was inseparable to format and format was just physical. The revolution started with the advent of digital compression formats allowing music to be exchanged and distributed on the internet. Today s music business environment is characterized by high connectivity, the almost global presence of piracy, and the swift in consumers appetite going from the ownership of tracks to temporal access to catalogues through various models. At the same time technology has reduced music production, marketing and distribution budgets while created direct access to an almost endless worldwide audience. One of the most interesting changes affects live music: while expenditure in recorded music declines globally, Tours & Concert-ticket sales grow everywhere, becoming a critical strategic target for Artists, Labels, Sponsors and Media conglomerates.

3 Aims of the Certificate The ESE Certificate in Music Business and Entertainment builds a truly integrated understanding of the core issues within the Music Industry in the 21st century (intellectual property and copyright and the challenges of piracy, the new business models, strategic innovation and technology), with the development of a flexible set of financial issues, entrepreneurship, management, negotiation and marketing skills required nowadays to succeed in business whereby the power has increasingly been shifting from the major labels to the artists. The legal and financial issues that artists, managers, music publishing & record companies, producers, performing rights organizations, and licensing agencies need to address in the day to day business will be analyzed in depth, with a special focus on business ethics and protection of the intellectual property rights. A final internship is required for those students who do not have any experience in the music industry. An individual project at the end of the course of studies is a mandatory requirement for all students interested in obtaining the certificate in Music Industry Management. The course is aimed to prepare participants for a variety of managerial, entrepreneurial and consultancy positions in all areas of the music business and entertainment industries, such as: 1) Artist Management & Performance Industry 2) Broadcasting 3) Production, distribution and sales of music and related products 4) Marketing and Promotion of commercial and non-commercial music 5) Publishing and intellectual copyright management 6) Soundtrack Production for Movie, TV, Advertisement & Other Industries 7) Digital Music Oriented Platforms and Social Networks ESE Certificate in MUSIC INDUSTRY MANAGEMENT

4 Entry Requirements Suitable participants in this programme are degree holders who wish to enter this field and professionals with a number of years of relevant industry experience who want to update and expand their knowledge. The course will be available in English, Spanish and Italian. In particular we accept: - a minimum lower second-class undergraduate degree (or equivalent) in a related subject. - an unrelated degree together with previous music or media related industry experience. - no academic qualifications at all, but with a minimum of two years of relevant industry experience (such as record labels, music publishing, performing rights organisations, production companies, artist management, live agency and production, recording studios, law firms or other music-facing industries such as major event organisation, journalism, education, radio, television and new media). The course will be of benefit to those currently working or aiming to work in areas including artist management, record labels, music publishing, live concerts, entertainment law, retail, digital media, marketing and brand management, PR and promotion, licensing and trade organisations, as well as those seeking self-employment in consultancy roles.

5 The cornerstones of the ESE Certificate in Music Business are: In-Company Training Intimate Class settings Opportunity to undertake the study of one or more language Daily interaction with a highly diversified and multi-cultural community of peers, advisors, lecturers and guest speakers Focus on the development of leadership and entrepreneurial skills Specialization courses designed to give the student state of the art knowledge of the Music Industry Intensive mix of academic and practical experience, providing a unique opportunity to complete your education cycle What will ESE do for you? The European School of Economics is a private College of Higher Education* providing at its centres in Rome, Florence, Milan, London, Madrid and New York, undergraduate and postgraduate courses leading to the degrees of the University of Buckingham, which for the fifth year in a row is the Best University in the UK for students satisfaction, according to the results of the 2010 National Students Survey, released by the Higher Education Funding Council in England. ESE also offers a broad range of non-degree certificates and corporate education programmes, highly tailored on customers needs and providing training in the cutting edge businesses of the 21st Century. *( ESE will help YOU: Clarify your life and professional goals and show you the way toward building your personal dream Develop a broad understanding of the relationship between leadership and responsibility, integrity and sense of ownership Gain an international understanding of the today s business practices and challenges in the music industry Acquire hands-on experience of today s business environment through a custom In-Company training programme. Create opportunities to meet key guest speakers and representatives of the 21st Century Music and Entertainment Industries YOU will benefit from our classes in Music Business if YOU are willing to: Discover what you really love in a short span of time Develop your skills and challenge yourself Travel Study foreign languages Interact with different cultures Pursue your career in a competitive international Music Business Environment Be tested on a daily basis

6 Music Business & Entertainment Programmes Students will have to accomplish the first 6 modules if they want to complete an Executive MIM Certificate: Module 1: Strategic Planning & Production Module 2: Marketing & Promotion Module 3: Global Distribution Module 4: Live Events Module 5: Additional Resources of Revenue Module 6: Creating a Start-up Business Plan Postgraduate students will have to accomplish the first 6 modules and the following 3 additional ones in order to complete an Executive MIM Certificate Programme Plus: Module 7: Project Management Module 8: Corporate Governance Module 9: Capital Market The in-company training is mandatory only for participants without any professional background in the Music Business and is directed and evaluated by a faculty member with supervision of an on-site professional. Internships will be available in Italy, the UK, Spain as well as in many other countries, in a wide range of settings presently incurring rapid growth in the Music and entertainment business. At the end of the internship students will complete a test demonstrating their research skills and understanding of the main learning outcomes of the experience conducted in the host organization. Students will reflect on the distance they have travelled physically as well as intellectually and on the conceptual and practical skills gained during the internship experience. ESE has made special Internship arrangements with all four major Companies (Emi, Sony, Universal, Warner) in Milan, London, Madrid, NYC, LA and many outstanding independent music companies and brands. Among them: Students can also attend our MIM Certificate, MIM Short and MIM Essential seminars in order to gain academic knowledge in specific topics. Students of these courses might study the same modules and at the end of the course they have the opportunity to upgrade to a higher level meeting all the requirements. In addition to our traditional academic program all students may attend the following specialized workshops: Workshops The Art of Remix: Being a DJ today New Recording and Editing Technologies: Pro Tools & Logic Artist Self-production, Promotion and Management Digital Music Marketing for under 1000 How to Use Social Media in Music Music insights: Origin, History, Genres Copyright Protection in the Digital Era Corporate Finance: how to make a successful start-up in today s music business 24/7 a2im AirPort Amiata Antibes Archive Avex Azimuth Bach Technologies Beggars Banquet Believe Bigger Picture Group Biscoito Fino Boosey & Hawkes Bucks Music Group Cooking Vinyl Coastline emusic Fairwoodmusic FineTunes Gibson GigIn imusica Intoit Management IODA Itunes King Records KOBALT MBO MK2 Muse Film MusicSales Merlin Naïve New Music Seminar Nokia Music Notting Hill Music Group Rdio Really Useful Group (Andrew Lloyd Webber) Skeyemusic SoundCloud Spotify TBWA The Orchard TuneRights TAG TDC Play Tommy Boy Wagram Wasabi X5 Music ( )

7 MIM Music Business Essentials Executive MIM Certificate Executive MIM Certificate Programme Plus MIM Certificate I MIM Certificate II MIM Certificate III Module 1 Strategic Planning & Production - A&R Artist Management - Management Models/Organizational Structure/H&R Management. - Strategic Planning & Music Marketing - Producing Music - Sponsorship & Fundraising - Legal Aspects Module 2 Marketing & Promotion - Music Marketing 21st - Broadcasting - Artist Management - Press Agency, PR, Communication - Working Capital & Financial Plan Module 4 Live Events - Artist Management, ICT, Live Events Management - Legal Aspects - Merchandising & Booking - Sponsorship & Marketing Module 5 Additional Resources of Revenue - Financial Accounting - Legal Aspects - Merchandising - Soundtracks: The Art of Synchronization - Publishing & Rights Management - Future of Music Module 7 Project Management - Management Models, Organizational Stucture - H&R Management. - Creation of Actionary Value - Risk Management, Profit & Growth Module 8 Corporate Governance - Investments, Funds & Private Equity - I.C.T. Management - Business Due Diligence & Company Evaluation - Intellectual Property & Human Capital - International Corporate Marketing Module 3 Global Distribution - Promotion, Digital Distribution, Trade & Retail - Legal Aspects - Financial Accounting - Music Marketing Module 6 Creating a Start-up Business Plan - Financial Planning - Music Marketing - Artist Management - Promotion, Digital Distribution, Trade and Retail - Publishing & Rights Management - Future of Music - Soundtracks Module 9 Capital Market - Legal Aspects & Corporate Governance - M&A/Joint Ventures - Future of Music - I.P.O., Stock Exchange, Way out

8 Key figures TWO intakes per year: one in January and the other in September starting September Candidates with relevant professional experience may be exempted from the completion of some core requirements. Upon completion of the chosen programme, students will receive a Master/Certificate of Specialization in Music Industry Management. Upon completion of a minimum of 3 modules, students will receive a certificate of attendance to a MIM Certificate. Teaching and Learning Techniques Our Masterclasses in Music Business are aimed to lead students to reach the following general outcomes: awareness raising and knowledge acquisition conceptual and critical understanding practical experience critical reflection personal development and enhancement of lifelong learning skills To enable students to achieve such goals, the following mix of teaching methods will be offered: lectures, demonstrations, seminars, workshops, tutorials, simulations and scenario building sessions, group and individual project works, live projects to be developed in partnership with specific companies/institutions/organizations; large and small groups, individual learning and ideal teaching environment; tutor-led, student-led and independent learning sessions; work experience or placement, exposure to business issues, contacts visiting speakers and professionals of the industry. Assessment is regarded as developmental and an integral part of the learning experience. Assessment is designed to allow students to reflect on their knowledge, experience, prior or current practice and to extend the range of their intellectual practical skills through peer interaction, individual and group study and work. Methods of assessment in taught modules differ between modules. Generally a maximum of two components are included. The types of assessment include: in class testing; end of module examination; presentation; group or individual coursework; portfolios; creative writing and web based creation. More specifically: (i) Knowledge is assessed by: Coursework reports Written examinations Case study projects Presentations Active student participation in lectures (ii) Thinking skills are assessed by: Laboratory and tutorial sessions Written examinations Problem-solving activities Research-based activities (iii) Practical skills are assessed by: Case studies Problem-solving activities Lab exercises (iv) Skills for life and work (general skills) are assessed by: Coursework reports Presentations Case study projects Written examinations Individual and team-based activities

9 The Future of the Music Business focuses on how current and developing technologies, innovations, and trends have shaped the music business, changing the way music is created, promoted, and distributed in the emerging interactive digital market. With these tools future music industry scenarios are discussed and designed. In the Music Marketing for the 21st Century class, students learn how to effectively use the marketing mix to attract new fans and media with all digital platforms like YouTube, MySpace, Facebook, Twitter, GigIn, Spotify, all main soundcloud based technologies and other social media, as well as being able to recognize the best strategies in the new 21st Century digital economy to succeed in the Music Business. Students will explore the theory and practice of strategic decision making in the Music business, taking into consideration the radical changes of consumer habits, economic and business structures, modes of production and delivery and their impact on international licensing and artist career development. At the end of the classes, students will be able to do a marketing plan to launch a new Music product/venture. During the Legal Aspects of the Music Industry classes participants gain an understanding of the most important legal changes recently evolved in the Music field, especially those related to recording and music publishing agreements, common contracts and agreements including producer, label and distribution agreements, club contracts and digital rights management which examines in depth with the analysis of real case studies the recent developments regarding copyright intellectual property law, showing in detail the new Business models enabled by new digital media and how the digital revolution has changed the Music Business value chain and copyright laws. Financial Accounting in the Music Industry, explains how to read and prepare income statements and balance sheets of a Music related company, assess its current performance and future sustainability from its corporate reporting, recognise the strategic implications of financial decision making in the Music business and understand in the depth all methods of royalty collection and accountancy. Content, Aims & Workshops Producing Music in a digital world will offer an innovative approach to the production of music, from recording to mixing and mastering as well as distributing on digital platforms, e-marketing & promoting via an in-depth understanding of all new technologies making an impact and forcing change in the actual music industry. The class will offer students the opportunity to study the complete production process in a state of the art recording studio and to analyse, devise and implement the digital release of an artist into the international digital domain. The Broadcasting class introduces students to the sales techniques applied to the world of music broadcasting, placing particular attention on the type of product demands and the contemporary media trends required for radio and television. Artist Management and live events explores the role of artist managers, the important contractual and financial information they need to know, tools and strategies to successfully impact the career of the artist and their brand as well as the actual management of live shows. Students will learn the operations and the logistics (from merchandising and promotion, to sounds and lights) involved in planning, budgeting, financing and executing a successful concert and tour, from small club dates to city theatres and big stadium events. The art of Music Publishing class will offer to students an introduction to the actual core business of the music industry: the well kept secrets of music publishing. The Art of Music Publishing in a fast changing environment such as today s digital media, has in fact become more and more the key for a successful music business based on the protection and exploitation of copyright regardless of the hectic technological changes in the recording industry. 21st Century techniques for Sponsorship and Fund Raising, examines the

10 strategic nature of sponsorship as a critical communications tool as well as a fundamental revenue stream for right owners; the role of celebrities and the need of sponsorship in the construction of strategic and global alliances; successful pragmatic approaches to the raising of funds and how the web has changed traditional fund raising techniques. Soundtrack: The art of synchronization explores all opportunities for the synchronisation of music to images as Soundtracks in the Movie, TV and Advertisement industries. Synchronisation of sound to image is in fact becoming more and more important as one of the main revenue streams for music. The fast growing number of satellite TV channels, the Internet and independent motion picture companies, the traditional roster of major movie companies, advertisement agencies and TV channels have multiplied the work for music supervisors and the synchronisation opportunities for record labels and publishers. Students will be introduced to all kept secrets of this fascinating branch of the entertainment industry. Press agency, PR, Communication for artist and labels provides all the necessary tools to be able to work in a specialized press and PR agency dedicated to music. Professional press agents with great experience in PR and Communication will be invited as guest speakers. The Promotion, Distribution, and Retail Management class provides a set of more advanced marketing techniques required to create an effective worldwide marketing strategy. Students will learn how to develop a truly international marketing campaign, publicizing their music to traditional print outlets and emerging online opportunities; understand the current opportunities for online, satellite, and terrestrial radio play as well as navigate various retail and distribution options, both at brick-and-mortar and online options, such as itunes, Rhapsody, and other services. During the last three months of the MIM Master Programme participants will study in deep the more corporate oriented aspects of the music industry, its project management and capital markets. Creation of actionary value, investments, funds and private equity, merger and acquisition & join ventures, intellectual property and human capital, ICT Management, I.P.O, Stock Exchange and way out in the music industry will be discussed, analysed and treated in depth. Some of the most recent merger and acquisition cases in the industry will be analysed and all relevant corporate business models will be discussed with special attention to startups and major IT companies and advertisement agencies investing in music. Workshops Music Insights: Origin, History, Genres is a compacted course of music history from its origins to post-modern digital electronica and the meaning it endeavours on mankind. The ambitious goal of this special workshop is to understand the evolution of the musical languages, different genres and styles. It embraces a multicultural approach in order to be able to identify musical excellence in any social and cultural contest. New recording and editing technologies: Pro Tools & Logic introduces the latest and most popular recording and editing tools of the 21st century as well as their functioning with the participation of experienced sound engineers that join the workshop. Students can acquire the basic knowledge and usage of Pro Tools & Logic, and they also have the opportunity to get into a recording studio and see the unlimited possibilities of these programs in practice. Artist self-production, promotion and management calls the traditional way of doing business with artists into question. Do musicians still need to sign with a record label and a management group? The workshop examines what artists can do and reach by themselves in the digital jungle of the 21st century. Musicians who successfully acquired the practical knowledge of self-promotion and production will participate in the workshop to share their experience. Digital music marketing for under 1000 and How to use Social Media in Music are two very useful workshops for independent artists and managers, for small artist labels and management companies elaborating on all the different methods and techniques on the net in order to launch, promote and market music with a very low budget. The art of Remix: being a DJ today: In this workshop all aspects of contemporary DJing will be exposed and treated, from creating a new DJ Brand through producing a custom tailored night-long track list and remixing famous tracks to promoting a DJ in the international club scene. Experts of the scene with the participation of some international DJs as guest speakers will give a guidance to this workshop. Corporate finance: how to make a successful start-up in today s music business: in this workshop students will be lead through all necessary steps to successfully create a start-up company in a digital music environment. Students will create their own virtual start-up and follow all steps from brainstorming the idea and writing the business plan to attracting venture capital and going public.

11 Contact Scholarship The scholarship is awarded by the ESE Foundation as a partial reduction from the annual tuition fee. Each student profile is considered individually. This scholarship is based on both the academic merit and need of the student applicant. It is therefore important that scholarship applications provide the Foundation Scholarship Committee with a complete profile of the student s personal, professional and/or academic merits. To apply for the ESE Scholarship students must complete the scholarship application form and send it together with the undergraduate application form and documents, including at least one letter of recommendation, to the ESE admissions office where they wish to study. To maintain their scholarship award students must demonstrate continued academic excellence throughout their studies at ESE. Students who do not continue to perform according to ESE s academic standards may risk losing their scholarship. For more information about the scholarship, please contact the ESE centre of interest. ESE London 8/9 Grosvenor Place London SW1X7SH - UK T: F: E: info@eselondon.ac.uk ESE Madrid Calle Velázquez 57. Bajo Interior Madrid T: F: E: ese.madrid@uese.es ESE New York Trump Tower 725 5th Avenue 19th Floor New York, NY T: +1 (212) F: +1 (212) E: info@ese.edu ESE Milan Via Tortona, Milan - Italy T: F: E: ese.milano@uniese.it Orientation Department orientamento.milano@uniese.it ESE Florence Borgo Santi Apostoli, Florence T: F: E: ese.firenze@uniese.it ESE Roma Via di Sant Erasmo, Rome - Italy T: F: E: ese.roma@uniese.it

12 MIM Music Business Essentials Executive MIM Certificate Programme Plus 270 hours Duration: 9 months. Regular Executive MIM Certificate Info Box 45 hours 15 hours 90 hours 180 hours Duration: 6 months. Regular MIM Certificate Duration: 3 months. Regular MIM Short Evenings and Saturday morning MIM Essential weekend intensive

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