Music Marketing and Artist Development

Module code: 5MUSH005W
Faculty: School of Media, Arts and Design
Credit Level: 5
Credit value: 20
Available to: Students in all faculties, however some courses already include cross-disciplinary modules and are structured to offer opportunities to expand professional skills. Students on these courses are unable to choose Westminster Plus Electives – check the list of courses

This module will build on your prior knowledge of artist development and introduce you to the principles of music marketing. By the end of the module, you will understand and be able to apply the key principles of music marketing, recognise and be able to evaluate how different aspects of marketing are applied to particular promotional campaigns, and understand how branding is used to communicate meaning and increase value in the work.

You will use data and metrics to explore the success of a previous marketing strategy and apply your own artist development plan to an assessed performance. Branding and marketing areas covered during the module include the rise of digital promotion, the importance of the live circuit in the marketing mix, and ever-changing technology companies such as Apple via iTunes. The relationship between artist and fan, and the power held and/or exercised by artists and consumers, are of critical importance to the course.

Teaching and learning focuses mainly around lectures, seminars, practical workshops and studio sessions, supported by individual tutorials. Assessment is based around three main areas of coursework: a 1,500-word report on a recent marketing campaign; a 1,500-word marketing plan for a breaking artist; and a performance, to give you practical experience of applying branding and marketing principles.