Certificate of Achievement in Music Management and Promotion
American River College
Sacramento, CA
This certificate offers an overview of the core skills essential to enter the music industry in careers such as artist and music facility management, concert promotion, marketing, and publishing. It also assists those who wish to pursue a career as an independent artist, set up their own record label, or manage their own career.
Typical career options include booking agent, personal manager, business manager, concert promotion, studio owner/manager, music legal services, publicity writer/public relations, tour management, music retail, music publishing and distribution, and music licensing.
Student Learning Outcomes
✔ evaluate and critique recording, management, publishing, and other music industry contracts
✔ propose and employ networking skills and tools to develop contacts in the music industry
✔ compare and contrast traditional and alternative music distribution channels
✔ research merchandising considerations including design, pricing, manufacturing, and distribution
✔ create marketing and business plans
✔ describe emerging trends, models, and entrepreneurial opportunities in the music industry
✔ assess promotion tools such as radio, television, and new media, such as YouTube, social networking, and viral campaigns