BMB 630

Music Marketing Strategies (online)

This course takes an in depth look at the tools and emerging technologies used to generate interest in music, acquire new fans, and sell music. The course begins with an introduction to online music marketing - the opportunities available, case studies on how artists are generating interest online, ways to optimize the fan experience, and the major differences between online and physical marketing campaigns. The course examines effective pricing models, third-party distribution options, and product techniques designed to reward fans, while helping to generate a higher net margin. By the end of the course, students produce a fully timed, integrated, and optimized marketing plan that builds up digital touch points, generates interest, and sells music online. This course is offered through Berklee Online.

Units: 3.0