Berklee Digital Marketing and Social Media Management students take on Midem’s Artist Accelerator
The opportunity to get immersive experience with industry professionals in real-world scenarios is a huge advantage for today’s students as they transition into the professional world. That’s why since 2017, the Master of Arts in Global Entertainment and Music Business program at Berklee’s campus in Valencia, Spain, and the Midem Artist Accelerator—the first international career booster for rising talent—have collaborated with students and emerging artists through both an internship and a course.
Each year, one Berklee student is selected for an internship to participate in the planning, selection, and execution process of the accelerator. Tasked with a wide variety of duties, 2019 intern and current student Clara Rescala of Brazil had this to say: “So far this internship has been an incredible experience for me, to listen to the music of artists from all over the world. When you work in artistic programming, one of the most difficult things is learning to separate your own musical tastes and really look at the artist and see how they will fit the need of the market, the venue, etc. I have loved the research process of learning about new genres and understanding what makes a good artist in those areas. It was fascinating for me to study how the judges, coming from all over the world, ranked all the submissions. It was also very touching to see artists from countries that do not have a well-developed music industry putting out incredible content. I think the artist accelerator program is really strong for how much emphasis they put on diversity, and I am looking forward to attending Midem to see all the preparation turn into reality.”
Berklee Valencia’s core collaboration with Midem stems from the Digital Marketing and Social Media Management class. The 2019 course features exclusive content curated by Music Ally and provides a comprehensive analysis of online and social media options available for the promotion of entertainment products and services. Students are matched with an artist from the accelerator program and required to create an integrated online media plan for the promotion of that artist’s new entertainment product or service. They go on to execute a multichannel, integrated campaign for their assigned artist after attending the Midem conference from June 4 through June 7, 2019, in Cannes, France.
When asked about the artist accelerator, Midem’s live music director Delphine Grospiron said, “It’s been an incredible journey so far. Celebrating its fifth year, the artist accelerator program has seen a record number of submissions, with a 35 percent increase in 2018, including entries from 24 new countries. I’m incredibly proud and happy to shine a light on emerging talent from around the globe and help them achieve their career outside of their home territory. We have the chance to work with diverse and faithful partners who bring value to the initiative, and Berklee College of Music is definitely one of them. Each year we welcome a new student from the program, which is very refreshing, and the Digital Strategy and Social Media Management [course] accompaniment [that is offered] to the artists’ finalists by the Master of Arts in Global Entertainment and Music Business program is one of the key workshops as well. I very much look forward to seeing all the finalists, their teams, and the mentors in Cannes in early June!”
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