Understanding the Music Business: What is Music Worth? from Coursera

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Syllabus

Recording & Record Labels, Part 1

Part 1 of this module will cover the basics of audio recording. You’ll learn about the pros and cons of home vs. studio recording, hear perspectives from both home and professional studio owners, and learn about different jobs and roles in recording environments. Finally, you will watch the evolution of the theme song for our course, starting with a rough demo sung into a phone recording app, and following through to the end of the recording session with professional musicians in Nashville.

Recording & Record Labels, Part 2

Week 2 of the Recording & Record Labels module considers questions about education and the music business (and includes an interview with a music school dean), reviews the history of audio formats with an on-location visit to a popular music archive, and outlines the differences between major and independent record labels. At the end of this module, you will be asked to think about the current state of the recording industry, and consider questions about the value of recorded music in a rapidly shifting environment. What is a recording worth?

In this module, learners will wade into the complicated world of music copyright and publishing. Interviews with an executive from a performing rights organization and another music school dean with a background in publishing and intellectual property rights will help to decipher the world of publishing- and sound recording-related royalties and the question of public domain. The question of fair payment to songwriters is one of the most hotly contested issues in the music industry today, and you will think critically about how value is assigned to compositions in different media environments. What is a song worth?

Media

The subjects in this segment – PR, publicity, marketing, social media, radio, and streaming services – could all come under the heading “Getting The Word Out”, or “Cutting Through The Noise.” You will learn how innovations in technology are changing the means by which audiences connect with music, and you will consider the ways that innovation causes controversy within the music industry, as old boundaries are challenged. You will hear about jobs and roles related to media and music. Interviews with a radio station owner and a communications school dean will highlight the important issues and shifts happening in this field.

Live Performance

Live performance has become a crucial component of many musicians’ careers in an era when many traditional income streams for musicians are shrinking. This module will take a look at the team of people who work with an artist doing strategy and planning (i.e., managers and agents) and people who travel with the artist on the road. You will also consider live music from the point of view of venue owners, concert promoters, and talent buyers, and interviews with a road manager and a club owner will guide your perspective about the current world of live music. What is a concert ticket worth?

New Models, Trends & Strategies

Upheaval in many sectors of the music industry – much of it brought by the digital revolution – has led innovative people on both the business and artistic sides of the industry to do business in new ways. You will learn about opportunities for entrepreneurialism that come with technological advances; you will think critically about the controversies that arise when traditional businesses must redefine their relationships with artists; and you will hear from a business owner who has succeeded by questioning old boundaries and focusing on artist services. You will wrap up your engagement with the course by considering some larger ethical questions and asking yourself what you can do to support a healthy music ecosystem.

Wrapping Up

Wrapping up discussions, quizzes, and final breaking news analysis

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Examines the music industry in the United States, offering insights from its location in Nashville, a major center for country, rock, pop, singer-songwriter, and Americana music

Explores the basic principles of recording, marketing, copyright, licensing, and live performance in music, regardless of style or genre

Features interviews with leaders from various areas of the music business, providing industry perspectives

Includes footage from a recording session to showcase the process of creating a song from concept to completion

Taught by Jen Gunderman, an experienced instructor in Vanderbilt University's music industry program

Reviews summary

Valuable music industry course

According to students, Understanding the Music Business: What is Music Worth? is an informative course with thorough modules. Learners say Professor Gunderman is knowledgeable and passionate about the subject, which makes the course engaging. Students who took the course now feel inspired to support the music community and the artists they rely on.

Professor Gunderman is passionate and knowledgeable about the subject.

"Professor Gunderman's passion and knowledge on the subject was astonishing."

Learners gain valuable information about the music industry.

"Although I was only an auditor, the information I learned from this course was invaluable."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Understanding the Music Business: What is Music Worth? with these activities:

Read 'This Is Your Brain on Music' by Daniel Levitin

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Gain insights into the scientific underpinnings of music and its impact on the human brain.

View I Heard There Was a Secret Chord: Music as... on Amazon

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Acquire or Refresh Basics of Musical Theory

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Sharpen your knowledge of basic music theory concepts like scales, intervals, chords, and rhythms.

Browse courses on Music Notation

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Identify the musical staff and learn note names and values.
Practice identifying and constructing major and minor scales.
Learn about key signatures, time signatures, and simple note values.
Experiment with different chords and chord progressions.
Review basic rhythmic patterns and practice sight-reading.

Form a Study Group with Classmates

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Engage with peers, exchange ideas, and reinforce your understanding through collaborative learning.

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Reach out to classmates via email or discussion forums.
Set up regular meeting times and establish a study schedule.
Take turns leading discussions on course topics.
Work together on assignments, review materials, and share insights.
Provide feedback and support to each other.

Five other activities

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Analyze Hit Songs in Different Styles

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Deepen your understanding of songwriting and arrangement by analyzing popular songs.

Browse courses on Music Analysis

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Choose a few songs in different genres that you admire.
Break down the elements of each song, including lyrics, melody, harmony, and rhythm.
Identify the song's structure, hooks, and memorable moments.
Research the songwriting process and techniques used by the artists.
Write a brief analysis of your findings.

Attend a Local Concert or Music Showcase

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Experience the power of live music and observe the practical aspects of music performance.

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Research local events and select a concert or showcase featuring artists aligned with your interests.
Purchase tickets and attend the event.
Observe the musicians' stage presence, audience interaction, and technical skills.
Consider the venue's acoustics, atmosphere, and overall production.
Reflect on the experience and draw connections to the course material.

Analyze Music Copyright Law Cases

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Gain a deeper understanding of the complexities of music copyright law by examining real-world cases.

Browse courses on Intellectual Property Rights

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Read and analyze selected music copyright law cases provided by the instructor.
Identify the key legal issues and principles involved.
Summarize the court's reasoning and conclusions.
Consider the implications of the cases for the music industry.
Participate in class discussions on the cases.

Develop a Marketing Plan for a New Song or Album

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Apply your knowledge of the music industry to create a comprehensive marketing plan.

Browse courses on Music Marketing

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Define your target audience and research their listening habits.
Set marketing goals and objectives.
Develop a strategy for promoting the song or album through different channels.
Identify key performance indicators (KPIs) and track the effectiveness of your campaign.
Present your marketing plan to the class.

Write a Song Inspired by Course Concepts

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Synthesize your learnings by crafting an original song that embodies the concepts covered in the course.

Browse courses on Songwriting

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Brainstorm ideas based on the topics and principles discussed in class.
Develop a melody and chord progression.
Write lyrics that convey your understanding and interpretation of the course material.
Consider factors like structure, arrangement, and production.
Refine and polish your song, adding personal touches and creative flourishes.

Career center

Learners who complete Understanding the Music Business: What is Music Worth? will develop knowledge and skills that may be useful to these careers:

Music Industry Professor

Music Industry Professors teach courses on the music industry at colleges and universities. They may also conduct research on the music industry. This course can help you build a foundation in the music industry. You will also learn about the latest trends and strategies in the industry from experts, which may inform how you teach your courses.

See salaries and explore the career path for Music Industry Professor

Music Business Consultant

Music Business Consultants provide advice to musicians, record labels, and other music industry professionals. They may help clients with a variety of tasks, such as developing business plans, negotiating contracts, and raising financing. This course can help you gain a comprehensive understanding of the music business, which will be helpful as you advise your clients. Additionally, you will learn about the latest trends and strategies in the industry from experts, which may inform how you advise your clients.

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Music Lawyer

Music Lawyers help clients with a variety of legal issues related to the music industry. This can include copyright law, contract law, and entertainment law. To be a successful Music Lawyer, it is essential to understand the music industry. This course will help you to understand the recording process, copyright laws, and marketing strategies.

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Copyright Lawyers help clients protect their creative works. This can include music, art, writing, and software. This course can help you build a foundation in understanding copyright laws and will provide a perspective from various areas of the music business. Additionally, you will learn about the balance between art and commerce, which will help you serve your clients better.

See salaries and explore the career path for Copyright Lawyer

Music Marketing Manager

Music Marketing Managers develop and execute marketing campaigns for musicians and record labels. They may also work with concert promoters and other music industry professionals. This course will give you a solid foundation in marketing with a focus on the music industry. You will also learn about recording and copyright laws which will help you work effectively with clients and artists.

See salaries and explore the career path for Music Marketing Manager

Artist Manager

Artist Managers represent musicians and help them with their careers. They may negotiate contracts, book tours, and handle public relations. This course can help you build a foundation in the music industry and will give you practical knowledge of marketing, live performance, and contracts.

See salaries and explore the career path for Artist Manager

Booking Agent

Booking Agents represent musicians and help them book tours. They may also negotiate contracts and handle logistics. This course can help you build a foundation in the music industry and will give you practical knowledge of marketing, live performance, and contracts.

See salaries and explore the career path for Booking Agent

Music Festival Organizer

Music Festival Organizers plan and execute music festivals. They may also book artists, negotiate contracts, and manage budgets. This course will help you understand the music industry better, and you will learn about live performance, contracts, and marketing.

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Music Journalist

Music Journalists write about music for newspapers, magazines, websites, and other publications. They may also host radio or television shows about music. A strong understanding of the music industry is key to being a successful Music Journalist. This course will help you to understand the recording process, copyright laws, and marketing strategies helping you ask better questions and write more insightful pieces.

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Sound Engineer

Sound Engineers operate and maintain audio equipment for recording, mixing, and live sound reinforcement. They may also design and install sound systems. This course will help you understand the recording process better, and you will learn about the latest trends and strategies in the industry from experts.

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Radio Disc Jockey

Radio Disc Jockeys play music on the radio and may also host talk shows or other programming. This course can help you understand the music industry better and will give you practical knowledge of marketing and media.

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Music Publisher

Music Publishers acquire and manage the copyrights for musical compositions and then license their use to others. This can include licensing for use in recordings, films, television shows, and commercials. To be a successful Music Publisher, it is helpful to understand copyright better, which this course will introduce you to. Additionally, knowledge of recording and marketing will help you represent the artists you work with most effectively.

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Musician

Musicians create and perform music. They may play instruments, sing, or write songs. This course can help you understand the music industry better. You will also learn about the latest trends and strategies in the industry from experts, which may inform how you approach your career.

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Music Producer

Music Producers oversee the recording process for musicians. You will collaborate with recording engineers and musicians to capture the best possible sound. As you collaborate, you will need to understand copyright and how contracts work. Knowledge of music publishing is also helpful as you will work with various artists and record labels. This course may help you build a foundation in recording, marketing, and copyright to support your career as a successful Music Producer.

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Music Therapist

Music Therapists use music to help people with a variety of needs. This may include helping people to relax, reduce stress, and improve their mood. This course may help you better understand the role of music in our lives.

See salaries and explore the career path for Music Therapist