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Master in Global Entertainment and Music Business

Introduction

The master of arts degree in global entertainment and music business provides advanced instruction to guide and prepare music industry professionals to lead today’s global music industry as visionaries, executives, and entrepreneurs. Global entertainment and music business master's students focus on the skills, concepts, and methodologies of global business models. They learn to apply these models to the artistic management and entrepreneurial challenges of music and digital media in the international contemporary entertainment industry. Through a contemporary approach to global entertainment and music business, students strengthen analytical and leadership skills, as well as written, oral, and musical communication skills, as they excel as music business leaders. Students not only enhance their professional skills and knowledge, they also grow as leaders of the music industry.

Who Are We Looking for?

We seek focused, motivated, creative candidates with excellent academic and professional backgrounds who can contribute skills that will benefit the program.

The ideal candidate wants to:

  • Explore advanced concepts and models in the global music industry.
  • Apply managerial and/or entrepreneurial skills to existing entertainment and music business environments.
  • Master all aspects of placing intellectual property in international commerce.
  • Lead and influence the direction of the profession as visionaries, executives, and entrepreneurs.
  • Gain a thorough understanding of the elements of a successful enterprise.

Candidates should demonstrate that they have:

  • Prior academic success.
  • Experience in music or entertainment, preferably with a business connection.
  • Leadership in professional and/or academic environments.
  • Effective communication skills (musically, orally, and in writing).
  • The ability to work effectively with others typically found in the global music industry.

Courses

Fall Semester 2013-2014

International Marketing and Branding

This course provides a comprehensive overview of the marketing of products and services by multinational organizations with emphasis on international cultures and marketing strategies. Students learn about the practices of companies large and small, with emphasis on those in the music/entertainment industry who are seeking market opportunities outside their home country. Students also learn about the importance of viewing international marketing management strategies from a global perspective.
Business and Intellectual Property Law

This course provides a comprehensive look at business and intellectual property law. Students examine all legal aspects of businesses, such as contracts, securities regulations, and products liability, as well as those specific to music and entertainment environments, such as intellectual property and trade agreements. Students will review commercial transactions and take an in-depth look at copyright concepts important to the protection of creative works. Students will also learn how intellectual property law has been implemented and enforced in various countries and regions. Additionally, students will study other forms of intellectual property protection, such as patents, trademark, and trade secrets.
Accounting and Finance

This course focuses on the accounting and quantitative tools of financial analysis that are used by business professionals in corporate settings and investors in private ventures. Students apply a high level of both bookkeeping and mathematical proficiency, as they apply quantitative methods of business analysis. In addition, students explore the role of money, and its many instruments, in music, including non-traditional forms of funding for talent enterprises.
One Elective

Choose one elective (see descriptions in the elective section):

  • Global Management and Leadership
  • Emerging Entertainment Business Models
  • The Science of Artist Management


Spring Semester 2013-2014

Economics of Entertainment

The course offers a microeconomic and macroeconomic analysis of the international music and entertainment industries. Students focus on current issues in world trade and finance, government policies, and, generally, any macroeconomic consideration affecting intangible assets and the creation and protection of intellectual property for economic growth and employment. Students apply economic analyses to the music and entertainment industries, as they evaluate, using economic reasoning, the latest trade and scholarly writings in the field. Students also analyze current events in world affairs, and their effect on the music and entertainment trades.
Entrepreneurship and Innovation

This course explores the many dimensions of new venture creation and growth and fosters innovation and new business formations in independent and corporate settings. Students explore content and process questions regarding formulation and implementation issues that relate to conceptualizing, developing, and managing successful new ventures. Students learn that understanding new venture development from a non-musical basis is the most beneficial way to develop music-related entrepreneurial ventures.
Two Electives

Choose two electives (see descriptions in the elective section):

  • Publishing and Distribution
  • Online and Social Media Management
  • Operations of Live Entertainment
  • Record Label Practicum

Summer Semester 2013-2014

Culminating Experience

Global entertainment and music business students are required to complete a culminating experience/thesis that serves as both a practicum and a bridge to the professional world. This experience may take the form of a directed study, project, or internship that enables the student to devise an original solution to a “problem” in the profession that he or she has identified. In all cases, the culminating experience/thesis results in a paper of sufficient substance to present the solution. The student works in consultation with his/her faculty advisor and/or the program director to develop his/her unique project and internship plan, the goal of which is a professional outcome. A thesis committee evaluates the final project that results from the culminating experience/thesis.
One Elective
Choose one elective.

Electives 2013-2014

Global Leadership and Management

This course provides an integrated analysis of the concepts, theories, viewpoints, and strategies that shape today’s global leadership and management roles. Students learn about human behavior and action within the organizational setting, at both interpersonal and organizational levels. They evaluate the broad picture of management within multiple organizational settings and the global environment within which businesses operate today and into the future. They also evaluate the ways that globalization of world markets and internationalization of U.S. business influence all functions of management specific to music and entertainment industries. Additionally, students explore how ethical leadership practices affect their own professional future regardless of where they work.

Offered fall semester

Emerging Entertainment Business Models

This course facilitates a critical discussion of new business models for the entertainment industry, with a specific focus on music. Students study new methodology for the distribution of content and the difference between entertainment as a product and entertainment as a service. Students will also review the merger of responsibilities between record labels and management companies, as well as new models for agents and do-it-yourself tools for the branding and promotion of musicians and music. The course incorporates an analysis of both entrepreneurship and the concept of disruptive innovation, and explores how existing business can adapt to changes in the marketplace.

Offered fall semester

The Science of Artist Management

This course explores the science behind representing an entertainment act, whether as an attorney, agent, manager, or business manager. Specific focus is on advising, representing, and furthering the careers of artists and others in the entertainment industry. Students will examine the basics of agencies, and talent booking and contracting, shopping talent, union and government regulations, fee/commission structures, and contractual considerations. Other emphasis will be given to financial management and advising, budgeting, development of a client base, and ethical practices in advisor roles.

Offered fall semester

Publishing and Distribution

This course provides an analysis of the digital systems, online and mobile, that are becoming the primary mechanisms for the licensing, distribution, and sale
of music and other forms of entertainment. Students acquire a thorough understanding of the structure of the global music publishing industry, including its history, function, laws, and its financial income streams, through the discussion of case studies involving the distribution and licensing of online media. Students compare and contrast the licensing frameworks in the United States and European communities and focus on the monetization of new licensing opportunities in media vehicles such as gaming, film, television, online, and mobile. The financial valuation of these properties are accomplished through the appraisal of historical precedent–setting legal cases and are demonstrated through the analysis of an international music publisher song catalogue, its current song chart positions, past licensing revenue, and future licensing potential, to establish a monetary value of the publisher’s assets. Students acquire the knowledge and skills needed to be a music supervisor; work at a film/television studio, an international music publishing company, or an online media distribution company; or to start their own company. The final project will encompass selecting music for a current advertising campaign or independent film.

Offered spring semester

Online and Social Media Management

This course provides a comprehensive analysis of online and social media options available for the promotion of entertainment products and services. Students review the plethora of online tools for marketing, including online advertising, social media campaigns, social media etiquette, and games and contests. Students learn to create a total branding plan for an entertainment asset. The capstone of the course requires students to create an integrated online media plan for the promotion of a new entertainment product or services.

Offered spring semester

Operations of Live Entertainment

This course examines, in-depth, the aspects of producing and promoting successful tours and concerts. Students explore the concert from the artist side, and what to expect from promoters. We will also review the promoter’s ability to purchase talent and produce shows, considering matters as competition, geography, population, guarantees and percentage splits, ticket pricing and distribution, advertising budgets, production costs, sponsorships, rental agreements, labor, security, concessions, tour packages, and promoter-owned venues. Students also learn how to manage and produce a tour, focusing on a tour theme and marketing plan, routing, itineraries, riders, offers, contracts, subcontractors, show and tour personnel, merchandising, sponsorships, deposits, day-of-show and show settlements, as well interactions with agents who book the tour.

Offered spring semester

Digitalism and Music

This course provides an integrated analysis of the structures, theories, and strategies of technology and how technology interacts with music. Because most successful companies in music are now based on robust technology platforms, an understanding of IT structures, APIs, app development, and data mining allows students to leverage such assets effectively. Students review the basic concepts behind contemporary information systems, how they can be developed, and how they could represent a key competitive asset for music perspective. They also evaluate innovative ways to implement new technologies for the distribution, recording and creation of music.

Offered summer semester

*Course content is subject to change.

Program Purposes and Learning Outcomes:

Upon completion of the program students will be able to:

  1. Synthesize the language of the global music and entertainment industries
  2. Evaluate and apply leadership models as tools for ethical and culturally-influenced decision-making
  3. Apply effective promotion and marketing strategies to the global development of music and entertainment
  4. Synthesize research techniques applicable to the global music and entertainment industries
  5. Synthesize intellectual property laws, with particular attention to rights licensing
  6. Assess markets for emerging business models
  7. Assess financial considerations in the commerce of music and entertainment in a global economy
  8. Forecast trends and gain expertise in the technology applications appearing in business environments

Download the 2013/2014 Graduate Studies Bulletin

Academic Calendar

The master's program runs from September to August. To see the academic calendar for the current academic year, click here.

Career Paths

These are some examples of the career paths students can pursue after completing this program:

  • Artist Management
  • Concert Promoter
  • Music Publishing
  • Publicity
  • E-Distribution
  • Music Supervision
  • Research and Education (university faculty member)
  • Music or Technology entrepreneur

Learn more about careers in Global Entertainment and Music Business.

FAQs


Is the GRE or the GMAT required to apply for this program?

The GRE or the GMAT is not required to apply for this program, but is highly recommended.
Do I need to have a degree in music business?

Global entertainment and music business applicants must possess a minimum of a bachelor's degree in music or business (or equivalent credentials) from an accredited institution and demonstrate leadership, motivation, intellectual curiosity, and promise of great achievement in their area of study.