Berklee Valencia Students Work with Artists in Business of Music Marketing Course

For the second consecutive year, students in Berklee Valencia’s Business of Music Marketing course partnered with international artist managers through a collaboration with the European Music Managers Alliance (EMMA).The course is part of the Master of Arts in Global Entertainment and Music Business program and is designed to bring real-world music marketing challenges into the classroom, through hands-on, applied learning.

Faculty member Grace Puluczek emphasized its immersive structure. “Students engage with every aspect of contemporary music marketing—from digital strategy and online promotion to community building and long-term audience development,” she said.

Through the partnership with EMMA, students gained direct exposure to the realities of the global music industry, working with artist managers preparing to release EPs or albums in 2026. Industry demand was particularly strong this year, with 35 managers expressing interest in collaborating. As a result, students selected from a wide range of projects and worked with artists from Ukraine, South Korea, Lithuania, Spain, Luxembourg, the UK, and beyond.

Throughout the semester, students were paired with managers to complete two core projects The first focused on a digital strategy assessment, while the second centered on developing a comprehensive marketing and release plan tailored to each artist’s goals and audience.

Acting as marketing consultants, students analyzed each artist’s digital ecosystem, including website positioning, digital streaming platform (DSP) presence, and social media platforms.They assessed performance across channels, identified strengths and gaps, and delivered structured recommendations that reflected professional industry standards.with artists and their teams.

Students also engaged with industry professionals through a series of online and in-person sessions. Guests included Karma Bertelson, marketing director at FUGA; Ana Castillo, marketing manager at Sony Music Spain; and Yaryn Choi MA '24, Berklee Valencia alumna and digital and creative manager at KOGO.

The students delivered their final presentations to industry professionals, including Claudia Fernández, campaign manager at DMusicMarketing; course instructor Grace Puluczek; and five of the participating managers who joined remotely. 

The collaboration with EMMA offered valuable insight into the realities of the music industry, while expanding the students’ professional networks. Isabella Venna Lembo, who worked with the Latvian artist Idille, reflected on her experience: "Working directly with a manager gave me a real sense of what it’s like to work in the industry supporting an artist’s career on the marketing side. I’m genuinely grateful for the opportunity to be part of Idille’s process."

Aynes Lopez Espada, who worked with Spanish artist Guille Zani, highlighted the impact of applying classroom learning in a real-world context: "From participating at meetings to presenting ideas directly to the artist and their team, this was an incredibly enriching experience. It felt amazing to see them take action on my notes and ideas and watch the work come to life," she said.

“Our partnership with Berklee has proven incredibly valuable,” said Jess Parridge, executive director of EMMA. “Managers gain the guidance they need, while students benefit from a genuine industry environment, learning the realities of release campaigns, the importance of a shared artistic vision, and the demands of navigating an evolving global music landscape.”