MUSC 308: Social Media in the Music Industry
Prerequisites: None
Three Hours Lecture (3)
An intensive study of social media and promotion as applied to the various arts disciplines,
especially the music industry. Areas addressed include research, segmentation of populations,
target audiences, development of promotional materials, website creation, and planning
and implementation of strategic social media campaigns.
Note(s): Humanistic or Artistic Expression designated course.
Detailed Description of Content of Course
This course offers students an opportunity to explore the music and arts industry using a combination of social media examination and practical experience. Students will gain an historical overview of the dynamics in which the arts exist. Emphasis will be placed on current issues facing the music industry and arts organizations and strategies which may be implemented to reverse unhealthy trends.
1. Industry Overview
a. The Music Industry
b. Examination, Evaluation, and Response
c. Profitability
d. Audiences
e. Competition
2. Artist Team
a. The Artist-Manager Relationship
b. Artist Team
c. Recording & Publishing
d. Live performances and tours
e. Audience Development
3. Social Media Strategy
a. External Communication/Research
b. Audience Segmentation
c. Target Audiences
d. Artist/Music Positioning
e. Arts Education
4. Conclusions and Recommendations
a. Need for New Paradigms
b. Increased self-sufficiency and earned income
c. Consolidated effort from artists, educators, administrators
d. The future
Detailed Description of Conduct of Course
The course will make use of readings, case materials, interactive lectures, student projects and presentations, and exams. Class projects will provide students with the chance to gain hands on experience. The student will observe, examine, and analyze arts organization through application of course concepts and techniques. Students will present findings in both written and oral formats.
Goals and Objectives of the Course
The goal of this course is for the student to gain a more detailed and comprehensive understanding of social media and techniques appropriate for the music industry and arts organizations. This will be achieved upon successful completion of the following objectives:
1. An understanding and working knowledge social media techniques and theories as applied to the music industry and the arts.
2. A demonstrated knowledge of the ability to apply relevant social media theories and techniques to real life situations facing the music and arts industry.
Assessment Measures
Students will be assessed via their regular attendance, class participation, weekly assignments, exams, and oral and written presentations. Students will be required to demonstrate their understanding of course concepts through exams and class projects. Exams will present realistic situations facing arts organizations and will require students to demonstrate creative thought and problem-solving ability.
Other Course Information
Approval and Subsequent Reviews
April 18, 2017
Revised April, 2009
March 01, 2021