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Putting everything you’ve learned into practice in a real scenario and building meaningful connections with industry professionals is a sought-after opportunity among music business students as the transition to the professional world approaches. This academic year on Berklee’s campus in Valencia, Spain, the Global Entertainment and Music Business graduate program and Midem Artist Accelerator—the first international career booster for rising talent—will facilitate a collaboration between students and emerging artists participating at the accelerator in which students oversee the artists' social media accounts to execute a multichannel, integrated campaign for them.
The project will take place for six weeks, starting on May 22, in connection with the graduate program’s Digital Marketing and Social Media Management elective course, which provides a comprehensive analysis of online and social media options available for the promotion of entertainment products and services.
Students will have to design, help execute, and evaluate the outcomes of a digital marketing campaign for Midem’s up-and-coming artists—Adian Coker (hip-hop, U.K.), Be Charlotte (pop, U.K.), Geoffroy (electronic pop, Canada), M.anifest (hip-hop, Ghana), XXX (rap, South Korea)—as well as for acts outside the accelerator by Jean Tonique (electronic, France), Gabriel Garrido (soundtrack, Argentina) and Berklee alumna BEX M.M. ‘16 (alternative pop, U.S.) under the supervision of recently appointed professor Stef Pascual, head of digital at Red Essential, a division of Sony Music Entertainment (UK) Ltd.
Berklee's campus in Valencia alumna BEX M.M. '16 will be one of the artists to participate in this project:
“As one of the leading academic institutions in music business, we are very excited to announce this opportunity for our students. They will be organized in groups of three people and will need to work closely with the artists to achieve the goals established at the beginning of the course, involving a plethora of online tools for marketing. This will allow them to learn to create a holistic branding digital plan and to assess the impact of the campaigns they design for promising talents in the real world,” said Emilien Moyon, director of the Global Entertainment and Music Business graduate program, who will also participate at Midem as a guest speaker this year. “This practical experience is the best way for them to exercise their digital marketing skills and their creativity while creating bridges within the music industry, and presents an opportunity that can be an accelerator for their careers.”
"We are happy to launch this engaging and promising project with Berklee’s campus in Valencia as we very much value the learning between generations to help forge the future of music business managers,” said Delphine Grospiron, Midem Live Music director and Midem Artist Accelerator project manager. “It will be an opportunity for students from the Master of Music in Global Entertainment and Music Business to work closely with the finalists of the Midem Artists Accelerator on their digital marketing strategy, a unique experience with concrete challenges that are useful for artists coming from all corners of the globe. The finalists will walk away with a campaign tailored for them and expert knowledge in social media and digital marketing."
Watch Emilien Moyon's speech 'Looking at New Tech to Change How We Consume Music' at MIDEM 2017: