The Music Business
Academy for Africa 2021

Curated by Godwin Tom
Brought to you by

In collaboration with Carlos Chiniros PhD
of the NYU Music Business Program.

A platform dedicated to training and developing an informed and
empowered workforce for Africa’s Entertainment Industry

A 3-month online program curated by Godwin Tom

24 Classes | 6 Modules | Local and International Guest Speakers

Module One

Introduction to Music
Business in Africa

3 July - 11 July

Class 1: African Music Industry History

Learning Outcomes

  1. Learn about opportunities that attracted majors to Africa in the 70s and 80s.
  2. Understand elements that led to the growth of the music industry in the 90s and 2000s
  3. Understand the roles of current stakeholders in the future of the African Music industry

Class 2: Music and The African Economy

Learning Outcomes

  1. Understanding how other sectors of the economy interact with the music and creative industries
  2. Gain knowledge of challenges hindering the growth of the music industry in Africa
  3. Identifying opportunities for growth and development in Africa’s music industry

Class 3: Entrepreneurship in the Music Industry

Learning Outcomes

  1. Understanding of company structure and starting a company.
  2. Identifying core roles needed in a company in the short and long term.

Class 4: Finance basics for Music Business

Learning Outcomes

  1. Understanding basic bookkeeping.
  2. Basic understanding of resource management (financial, human).
  3. Knowledge of tax management basics for Africa.

Module Two

Business Structure of the
Music Business Industry

A Dr. Carlos Chirinos Module

17 July - 25 July

Class 1: Recorded Music

Learning Outcomes

  1. Master recordings
  2. Labels promotional strategies: singles, albums, collaborations.
  3. Digital distribution of sound recordings

Class 2: Publishing (Royalty Collection and Distribution)

Learning Outcomes

  1. Compositions (not recordings of)
  2. Role of publishers, PRO’s and composers
  3. Royalty collection for Performance rights: TV, Radio, Online

Class 3: Live Music

Learning Outcomes

  1. Learn about concert promoters, agents and venues
  2. Understand concert production essentials (live music contracts)
  3. Learn about Logistics, ticket selling revenue, securing an international agent, starting a booking agency

Class 4: Interactive (Syncs, Placements and Opportunities in the digital Industry)

Learning Outcomes

  1. The basics of synchronization to film and TV, commercials, etc.
  2. Digital interactive: video games, VR, AR

Module Three

Music and the Law

7 August - 15 August

Class 1: Copyrights

Learning Outcomes

  1. Learn how to protect copyright in Africa.
  2. Understanding the role of rights owners in the governance of CMOs and PROs.
  3. Knowledge of revenue streams in sound recording and composition.

Class 2: Music Industry Contracts I (Management and Label Contracts)

Learning Outcomes

  1. Understanding the role of Management and Managers
  2. Learning to propose managerial advice for artists.
  3. Defining and Differentiating the role of managers and labels using contracts.

Class 3: Music Industry Contracts II (Endorsements, Performances, Sponsorships)

Learning Outcomes

  1. Understanding contract terms and clauses and their meanings and consequences.
  2. Learning contract drafting and negotiation.

Class 4: IP Valuation (Trademarks, patents, monetising IP)

Learning Outcomes

  1. Understanding of how the industry protects and monetise IP.
  2. Knowledge of considerations that shape IP laws.

Module Four

A&R and Music Development

21 August - 29 August

Class 1: Stakeholders in Talent Development (Roles and Revenue Streams for A&R consultants)

Learning Outcomes

  1. Understanding of the roles of an A&R.
  2. Ability to highlight revenue opportunities for A&R practitioners in the industry.
  3. Knowledge of the A&R process and players involved.

Class 2: Talent Discovery, Assessment and Development

Learning Outcomes

  1. Understanding of the artist development process.
  2. Learning how to assess discovered talent.
  3. The artist’s life cycle.

Class 3: A&R Functions in Strategic Marketing

Learning Outcomes

  1. Understanding of how the artist’s creative process can influence marketing plan/strategy.
  2. Knowledge of the contribution of A&Rs in Marketing strategy.

Class 4: Artistic Identity and Establishing a core audience for Talent

Learning Outcomes

  1. Identify important elements of audience and fan engagement for conversions.
  2. Knowledge about how to create an identity for the talent.
  3. How to use social media and existing digital platforms to establish core audience

Module Five

Marketing Management

11 September - 19 September

Class 1: Music and Brand Marketing

Learning Outcomes

  1. Understanding of basic and relevant marketing concepts.
  2. Understanding the role of music marketing in decision making.

Class 2: Artist Planning

Learning Outcomes

  1. Marketing activities for each stage of the artist’s growth using the Artist life cycle.
  2. Knowledge of elements of an artist’s plan or business plan.

Class 3: Music Marketing Strategy

Learning Outcomes

  1. Learn to develop marketing objectives for artist’s music and brand.
  2. Learn to evaluate marketing projects in line with strategic or business plan.

Social Media and Digital Marketing

Learning Outcomes

  1. Understanding how to use social media as a marketing tool.
  2. Data collection through social media.

Module Six

Events and Touring

25 September - 3 October

Class 1: Event Planning and Management

Learning Outcomes

  1. Demonstrate ability to design and plan event.
  2. Define factors that contribute to successful show.
  3. Identify and avoid factors that contribute to unsuccessful events.

Class 2: Live Events practice

Learning Outcomes

  1. Understanding of Management for events (Operations, Bookings, promotions, Agency, and promotion).
  2. Produce a real live event.
  3. Learning how to budget for and pitch events.

Class 3: Touring in Africa

Learning Outcomes

  1. Identify challenges and opportunities in touring in Africa.
  2. Understanding of Investment opportunities in touring in Africa.
  3. Identifying investment challenges and solutions.

Class 4: Revenue Streams in Touring

Learning Outcomes

  1. Understanding of merchandising and cross marketing using events.
  2. Fan clubs and fan engagement through Live events.
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MBA Music Business Workshop