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

This course will examine the music industry in the United States, with the unique perspective gained by Vanderbilt University’s location in Nashville, TN. Nashville is a major center of music in the United States, and the music created here has a global reach, particularly in the country, rock, pop, singer-songwriter, and Americana genres. However, students will learn that the basic principles of recording, marketing, copyright, licensing, and live performance are the same, regardless of musical style or genre.

The music business is one of the most rapidly changing industries in the US today. It is also an industry filled with contradiction, and media headlines and anecdotal stories often add to the confusion. Here are just a few statements paraphrased from recent news stories:

* The music business has collapsed

* Demand for music is expanding at the greatest rate in history

* Historic recording studios are closing at an alarming rate

* More people are making recordings than ever before

* Musicians usually lose money touring

* Musicians usually make money touring

* Major artist pulls songs off streaming services because they don’t pay fairly

* Major artist makes a fortune from streaming services

* People won’t buy records anymore

* Vinyl record sales are soaring

This course will attempt to make sense of these seemingly contradictory trends and data, outline the basic structure and mechanisms of today’s music industry, and encourage students to think critically and entrepreneurially about the future of music. Leaders from various areas of the music business will lend their perspectives through in-depth interviews, and footage from a recording session will give learners a behind the scenes look at how a song goes from the spark of an idea hummed into a cell phone to a finished recording.

Participants will grapple with questions about art and commerce which are both timeless and crucially important today, and will emerge from this course with tools allowing them to make more informed decisions as creators, promoters, and consumers of music.

Course launches February 19, 2016.

What's inside

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.

Traffic lights

Read about what's good

what should give you pause

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

Insights into the changing music business

According to learners, this course provides a valuable and comprehensive introduction to the complexities of the modern music business. Students particularly praise the interviews with industry professionals, which offer real-world perspectives on topics like recording, copyright, publishing, media, and live performance. While offering a solid foundation and encouraging critical thinking about the industry's future, some reviewers note that aspects of the content, specifically data and examples, can feel slightly dated given the course's 2016 launch date and the industry's rapid evolution. Overall, it's seen as a strong starting point for understanding the diverse facets of the music industry and its current challenges.

Suitable for beginners or new entrants.

"Perfect for someone wanting a foundational understanding of how the music business works."

"As a beginner, I found the pace and content very accessible and not overwhelming."

"If you're already deep in the industry, it might feel basic, but it's great for newcomers."

Covers copyright and royalty issues.

"Found the copyright and publishing module really informative, though a bit dense at times."

"Explained royalties and licensing in a way I could finally understand."

"Helped clarify the often confusing world of music rights effectively."

Explores the shifting landscape effectively.

"Helped me understand the contradictions and rapid changes happening now in the music business."

"The course does a good job of highlighting the challenges of the digital era and new models."

"It definitely made me think critically about the future of music and its value."

Covers key sectors of the music industry.

"Provides a solid foundation across recording, publishing, live performance, and media aspects of the business."

"This gave me a much clearer picture of how different parts of the music industry work and connect."

"A great introduction to the major components of the music industry today."

Hear real-world insights from professionals.

"The interviews with industry professionals were incredibly valuable and provided context to the concepts."

"Hearing directly from people working in the business was definitely the highlight for me."

"I really appreciated the guest speakers sharing their experiences across different sectors."

Some content may feel slightly dated.

"While the principles are sound, some examples or data points feel a bit old now (course launched 2016)."

"Hope this course gets updated soon, the industry moves so fast that some info feels less current."

"The core concepts are still relevant, but specific technologies or market figures have changed."

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 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.

See salaries and explore the career path for Music Lawyer

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.

See salaries and explore the career path for Music Business Consultant

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

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

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

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.

See salaries and explore the career path for Music Festival Organizer

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.

See salaries and explore the career path for Music Journalist

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.

See salaries and explore the career path for Sound Engineer

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.

See salaries and explore the career path for Radio Disc Jockey

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.

See salaries and explore the career path for Music Publisher

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.

See salaries and explore the career path for Musician

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.

See salaries and explore the career path for Music Producer

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