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Music Marketing & Promotion

introduction

About the course

Music Marketing & Promotion course provides artists, bands and industry professionals with the most up-to-date skills for building a loyal fanbase. Over four in-depth modules, our online masterclasses will equip you with cutting-edge techniques to find, grow and monetise your audience.

Together on this immersive course we’ll examine modern music marketing practices and embrace innovative digital strategies. You’ll learn how to skilfully utilise the power of social media, playlists, live-streaming, online advertising, press, PR, and radio. We’ll support you in defining, developing and amplifying a truly meaningful and authentic music brand.

Students that have completed this comprehensive and entertaining course, have gone on to successfully release their own music, fast track their careers, or find employment within record labels, management companies, music PR firms and more. We’re proud of their achievements and enjoy keeping in touch through our Alumni Community.

Music Marketing & Promotion

Syllabus

Module 1
Module 2
Module 3
Module 4
  • Music marketing vs. music promotion

  • Branding 101​​

  • How to find and define your brand – the 3 considerations

  • Finding your story, and your ‘hook’

  • Colour, image, typography, styling and more

  • The foundations of practice for music marketing campaigns

  • How to get discovered in the digital music marketing age

  • How to promote your music in 2020

  • Get your music heard by your target audience

  • The fan funnel and the artist lifecycle

  • Nurturing a fanbase – from prospective fan to super fan

  • Monetising an audience – increasing awareness, demand and sales

  • Insights from marketing managers of multinational music businesses, founders of major London music PR firms, journalists, media trainers, digital distributors, retailers, designers and merchandisers

  • Integrated approaches to music marketing with streaming services, press, retail, distribution, radio, advertising, merchandising and touring

  • Class activity: At random we’ll choose an objective and a budget and show that our strategies will work for every eventuality in marketing artists

Students on this course also receive a one-to-one consultation to discuss your plans for moving forward in the industry and how we can help.

  • Building a marketing team for a client

  • A guide to music promotion on streaming services

  • Pitching for Spotify playlists – curated, in house, mood, genre, third party and algorithmic

  • Leveraging streaming success into other areas of the ‘plot’

  • A guide to promoting artists through influencer marketing

  • Music Promotion and PR

  • National, regional, local, specialised and trade press

  • Working with PR companies

  • The perfect pitch – how to secure premiers on tastemaker blogs and other press

  • The campaign timeline and schedule

  • A guide to the single release strategy

  • Content delivery for the media

  • A guide to lead in times for printed and digital press

  • How to write the perfect music press release

  • Securing media coverage both in the music press and other outlets

Students on this course also receive a one-to-one consultation to discuss your plans for moving forward in the industry and how we can help.

  • The social media masterclass

  • Define and execute your online strategy

  • Outline your aims, then determine and deliver your social media strategy

  • The structure of your online presence: interaction, strategy and content

  • Soundcloud and YouTube guide

  • The artist’s website and central hub

  • Facebook, Twitter, Instagram, Snapchat – an in-depth guide of each from the artist perspective – how to start, develop and grow your channels along with your audience

  • Personal/promotional ratios, best times to post

  • Best methods and practices for music promotion success – examples

  • ​Content – using content to engage and interact with an audience

  • The algorithms

  • A guide to algorithms such as Facebook’s Edgerank

  • How to manipulate the algorithm to ensure your posts reach your audience organically for free music promotion

  • How to create ‘a buzz’ around an event, or release, on social media and some examples

  • How to measure and increase music promotion and engagement on each platform

  • Social media advertising

  • Tips from the inside – how major companies and artists are using their social media strategy to great success – and how you can replicate this

Students on this course also receive a one-to-one consultation to discuss your plans for moving forward in the industry and how we can help.

  • The current radio landscape in the UK and US

  • Internet radio and streaming service stations

  • Podcasts and digital considerations

  • Marketing artists on the radio

  • What is a plugger, what is their role in promoting artists and how do they get your music heard by producers?

  • A day in the life of a radio plugger

  • National and regional plugging

  • Who to work with, when to work with them and the insider techniques for success

  • Becoming a radio plugger – finding work

  • Free plays, spot plays and play listing​

  • The BBC Radio 1 playlist meeting – insights

  • BBC Introducing – a guide to the resource

  • How to be your own radio plugger

  • Building contacts

  • Sending music to radio producers and presenters

  • Guide and templates to create a white label promo

  • The radio ‘one sheet’

  • Pitching and following up

  • Merchandising:

  • Products, methods and budgets

  • The marketing plan as a whole

  • Outlining the targets, developing the strategy, tailoring to a clients’ strengths, and building an exhaustive timeline for impact

  • Developing an innovative, unified and effective digital music marketing campaign

  • Examination of some award wining digital music marketing campaigns from this year

Students on this course also receive a one-to-one consultation to discuss your plans for moving forward in the industry and how we can help.

Frequently Asked Questions

FAQs

Who is the course suitable for?
Does the course take place online?
Will I get a course certificate?
Do I need to provide anything?

This course is suitable for anyone interested in a career in music marketing, music PR, artist management or social media management, as well as artists, businesses and professionals who plan to release and successfully promote music and build a fanbase. ​You should be 18 years old or older. No previous experience is necessary.

Students on this course also receive a one-to-one consultation to discuss your plans for moving forward in the industry and how we can help.

Yes. Until further notice, all of our courses will be taking place online, through our virtual classrooms. These online courses take place live, so you can interact with your tutor and other students in real-time! With high quality video and audio, live notes, quizzes and breakout group sessions – the virtual classroom provides an immersive learning experience, where ever you are in the world!

Students on this course also receive a one-to-one consultation to discuss your plans for moving forward in the industry and how we can help.

Upon completion, students will receive a Certificate of Completion, signed by the tutor and the school directors, in the post.

Students on this course also receive a one-to-one consultation to discuss your plans for moving forward in the industry and how we can help.

A pen and notepad is all you require! We also provide comprehensive notes throughout the course. You will need internet access and a web browser (Chrome/Firefox). Prior to the start date of your course you will receive a web link and a password to access the virtual classroom.

Students on this course also receive a one-to-one consultation to discuss your plans for moving forward in the industry and how we can help.

career guide

Music careers

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