Music Marketing and Promotion

In today’s hypercompetitive music landscape, successful marketing is not just an advantage—it’s a necessity. This course equips students with the essential skills to design, plan, and execute an integrated music marketing campaign that is both creative and data-informed. Whether supporting an independent artist's release or managing campaigns for a label or agency, students will gain a comprehensive understanding of how marketing strategy contributes to building audience engagement, driving revenue, and, ultimately, cultivating a sustainable career in music.

Key areas of study will include brand identity development, social media content strategy, playlist and radio promotion, digital advertising, email and SMS marketing, website optimization, influencer marketing, situation analysis, leveraging brand partnerships, and sync licensing opportunities. The course emphasizes how to use analytics and performance metrics to inform strategic decision-making across all aspects of a campaign.

Through real-world case studies, hands-on assignments, and practical applications, students will learn how successful artists and labels promote releases and how to apply those strategies to their own work. This course culminates in the creation of a comprehensive music marketing plan for a release, built on both timeless principles and evolving industry trends.