This book is your guide to the study and practice of music
management and the fast-moving music business of the 21st century.
Covering a range of careers, organisations, and practices, this
expert introduction will help aspiring artists, managers, and
executives to understand and succeed in this exciting sector.
Featuring exclusive interviews with industry experts and
discussions of well-known artists, it covers key areas such as
artist development, the live music sector, fan engagement, and
copyright. Other topics include: Managing contracts and assembling
teams. Using data audits of platforms to adapt campaigns. Shaping
opinions about music, musicians, events. How the music industry can
be more diverse, inclusive, and equitable for the benefit of all.
Working with venues, promoters, booking agents, and tour managers.
Branding, sponsorship, and endorsement. Funding, crowdsourcing and
royalty collection. Ongoing digital developments such as streaming
income and algorithmic recommendation. Balancing the creative and
the commercial, it is essential reading for students of music
management, music business, and music promotion - and anybody
looking to build their career in the music industries. Dr Chris
Anderton, Johnny Hopkins, and James Hannam all teach on the BA
Music Business at the Faculty of Business, Law and Digital
Technologies at Solent University, Southampton, UK.
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