BROUGHT TO YOU BY
MUSIC BUSINESS AFRICA PRESENTS
The Music Business
Academy for Africa 2022
A platform dedicated to training and developing an informed and
empowered workforce for Africa’s Entertainment Industry
In collaboration with Carlos Chiniros PhD
of the NYU Music Business Program.
POWERED BY
A 20-week online program curated by Godwin Tom
20 Weeks | 8 Modules | Local and International Guest Speakers
Module One
Introduction to Music
Business in Africa
02 July - 10 July
Class 1: African Music Industry History
Learning Outcomes
- Learn about opportunities that attracted majors to Africa in the 70s and 80s.
- Understand elements that led to the growth of the music industry in the 90s and 2000s
- Understand the roles of current stakeholders in the future of the African Music industry
Class 2: Music and The African Economy
Learning Outcomes
- Understanding how other sectors of the economy interact with the music and creative industries
- Gain knowledge of challenges hindering the growth of the music industry in Africa
- Identifying opportunities for growth and development in Africa’s music industry
Class 3: Entrepreneurship in the Music Industry
Learning Outcomes
- Understanding of company structure and starting a company.
- Identifying core roles needed in a company in the short and long term.
Class 4: Finance basics for Music Business
Learning Outcomes
- Understanding basic bookkeeping.
- Basic understanding of resource management (financial, human).
- Knowledge of tax management basics for Africa.
Module Two
Industries of the Music Business
A Dr. Carlos Chirinos Module
16 July - 24 July
Class 1: The Publishing Industry (Royalty Collection and Distribution)
Learning Outcomes
- Compositions (not recordings of)
- Role of publishers, PRO’s and composers
- Royalty collection for Performance rights: TV, Radio, Online
Class 2: The Recording Industry
Learning Outcomes
- Master recordings
- Labels promotional strategies: singles, albums, collaborations.
- Digital distribution of sound recordings
Class 3: The Live Music Industry
Learning Outcomes
- Learn about concert promoters, agents and venues
- Understand concert production essentials (live music contracts)
- Learn about Logistics, ticket selling revenue, securing an international agent, starting a booking agency
Class 4: The Interactive Industry (Syncs, Placements and Opportunities in the digital Industry)
Learning Outcomes
- The basics of synchronization to film and TV, commercials, etc.
- Digital interactive: video games, VR, AR
Module Three
Management and A&R/ Music Development
06 August - 14 August
Class 1: Artist Management
Learning Outcomes
- Understanding of the roles of managers and management
- Understanding of the skills and traits required for talent management
- Learn about conflict of interests and how they can adversely affect the artist-manager relationship
- Introduction to contracts for managers
Class 2: Managers and A&Rs as Stakeholders in Talent Development
Learning Outcomes
- Understanding of the roles of an A&R.
- Ability to highlight revenue opportunities for A&R practitioners in the industry.
- Knowledge of the A&R process and players involved.
Class 3: Talent Discovery, Assessment and Development
Learning Outcomes
- Understanding of the artist development process.
- Learning how to assess discovered talent.
- The Artist’s Life Cycle.
Class 4: Artistic Identity and Establishing a Core Audience
Learning Outcomes
- Identify important elements of audience and fan engagement for conversions.
- Knowledge about how to create an identity for the talent.
- How to use social media and existing digital platforms to establish core audience
Module Four
Intellectual Property and Contracts
20 August - 28 August
Class 1: Copyrights
Learning Outcomes
- Learn how to protect copyright in Africa.
- Understanding the role of rights owners in the governance of CMOs and PROs.
- Knowledge of revenue streams in sound recording and composition.
Class 2: Music Industry Contracts I (Management and Label Contracts)
Learning Outcomes
- Understanding the role of Management and Managers
- Learning to propose managerial advice for artists.
- Defining and Differentiating the role of managers and labels using contracts.
Class 3: Music Industry Contracts II (Endorsements, Performances, Sponsorships)
Learning Outcomes
- Understanding contract terms and clauses and their meanings and consequences.
- Learning contract drafting and negotiation.
Class 4: IP Valuation (Trademarks, Patents, Monetising IP)
Learning Outcomes
- Understanding of how the industry protects and monetise IP.
- Knowledge of considerations that shape IP laws.
Module Five
Music Production 101
03 September - 11 September
Class 1: Music Creation (Writing and Production)
Learning Outcomes
- Learn about writing structures and processes
- Learn of the importance of split sheets for composers
- Revenue streams for composers
Class 2: Music Recording
Learning Outcomes
- Learn about recording basics and practices for recording artists
- Recording Etiquette
Class 3: Mixing and Mastering Music
Learning Outcomes
- Learn how to record music for mixing and mastering.
- How to find and work with the right mixing and mastering engineer for you.
- Mixing and Mastering for streaming and for performances
Class 4: Preparing Music for Release/Marketing
Learning Outcomes
- Learn what needs to be done to release music on streaming platforms.
- Story telling and carrying an audience along (from recording to sales).
- Understanding music platforms and how to market and promote based on regions
Module Six
Music Marketing
17 September - 25 September
Class 1: Music and Brand Marketing
Learning Outcomes
- Understanding of basic and relevant marketing concepts.
- Understanding the role of music marketing in decision making.
Class 2: Artist Planning
Learning Outcomes
- Marketing activities for each stage of the artist’s growth using the Artist life cycle.
- Knowledge of elements of an artist’s plan or business plan.
Class 3: Music Marketing Strategy
Learning Outcomes
- Learn to develop marketing objectives for artist’s music and brand.
- Learn to evaluate marketing projects in line with strategic or business plan.
Class 4: Social Media and Digital Marketing
Learning Outcomes
- Understanding how to use social media as a marketing tool.
- Data collection through social media.
Module Seven
Monetising Music
08 October - 15 October
Class 1: Tools for Composers
Learning Outcomes
- Learn about useful tools for writing and producing music
- Learn about platforms used for revenue collection for composers
- Learn about how to work with publishers and PROs/CMOs
Class 2: Tools and Platforms for Recording Artists
Learning Outcomes
- Understanding revenue generating processes and mechanics on music platforms based on regions and other factors
Class 3: Music Distribution
Learning Outcomes
- Learn about local and international platforms
- Music planning and Music submission for artists
- Music aggregators and DIY platforms
Module Eight
Events and Touring in Africa
22 October - 30 October
Class 1: Event Planning and Management
Learning Outcomes
- Demonstrate ability to design and plan event.
- Define factors that contribute to successful show.
- Identify and avoid factors that contribute to unsuccessful events.
Class 2: Live Events practice
Learning Outcomes
- Understanding of Management for events (Operations, Bookings, promotions, Agency, and promotion).
- Produce a real live event.
- Learning how to budget for and pitch events.
Class 3: Touring in Africa
Learning Outcomes
- Identify challenges and opportunities in touring in Africa.
- Understanding of Investment opportunities in touring in Africa.
- Identifying investment challenges and solutions.
Class 4: Revenue Streams in Touring
Learning Outcomes
- Understanding of merchandising and cross marketing using events.
- Fan clubs and fan engagement through Live events.
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