A music industry game which enables students to pit their wits
against each other and a team of industry experts has been
garnering praise across Europe.

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Mu:Zone a week-long gathering of students from some of the world’s
best ccommercial music academies provides real life scenarios for
music business students and performers as they attempt to secure
record deals.

In the largest mix of undergraduates and postgraduates,
teaching and professional practitioners of its kind, MAD students
worked with a range of talent from four European
countries at Hammelburg in Germany.

The game was devised by Kienda Hoji, Course Director of the BA
(Hons) in Commercial music, as part of his ongoing pedagogical
research looking at the best ways of teaching music industry

Says Kienda: "It is often said by those inside the industry that
you cannot teach music business, but you can only learn by doing.
That was catalyst".

Set up in 2005 as a joint venture between EU academies, its
success has led to groups adopting the game's principles to work
in the real industry.

“One group inside the game signed up an artist", says Kienda "and
as soon as they left they signed the artist up for real and formed
their own management company securing a good deal from Island

Kienda adds: "This is the ultimate learning experience for
anyone seeking to enter the music industry. Students are presented
with realistic challenges reflective of those encountered by real
life music business executives and entrepreneurs. Whilst playing
the three day game students acquire a deep understanding of the
inner workings of the music industry”.

Says Geoffrey Davies Head of journalism."This presented itself as
obvious opportunity for cross-department collobaration in which
Music and Television departments worked together on the game. The
result has been a riveting fly-on-the all documentary, not too
unlike, Channel 4's success show, "Blagging It", in which
contestants are given a limited amount of time to learn a new
profession to see if they can hoodwink a panel of experts.

According to kienda this model of learning is something we intend
to promote across the university.

The video of the game by third year television students, James
Smith and Daniel Kenneally is in post-production
for three half hour episodes which they hope will find a

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