In a world where musical content of all kinds can be found anywhere and everywhere, developing a distinctive artistic brand is critical to any musician's professional success. Whether you're an emerging professional musician or a seasoned pro looking to up your game, you will gain knowledge of basic marketing principles as applied to the performing arts. These principles include using visual and design elements to define your artistic identity, strategies for effective marketing through a variety of media and channels, and developing a social media strategy for their professional brand.
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What You Will Learn
- Identify the character of visual and audio materials that best capture the professional image you wish to project.
- Use a variety of demographic and psychographic parameters to define your customer market and/or audience.
- Identify marketing channels and how they are used to promote your brand and build your business.
- Employ strategies for effective social media content.
Course 2 of 4 in the Musician’s Professional Toolbox: Your Portfolio Career Specialization
Syllabus
WEEK 1
Defining Your Brand
In this module, you will learn the key components of one’s artistic brand and determine how to use those to communicate your Mission Statement from Course 1.
WEEK 2
Who is Your Market?
In this module, you will learn how to determine the characteristics of your market and how to best meet their needs.
WEEK 3
Marketing Channels and Strategies
In this module you will learn how to determine the best ways to reach and engage your target market through a variety of virtual and physical channels.
WEEK 4
Managing Your Online Presence
In this module, you will learn how to use email, e-newsletters, social media and other online channels in an integrated and holistic way to build and manage your online presence.
