MUSPMACT 3310 - Music Industry Studies

North Terrace Campus - Semester 1 - 2015

Developments in the music industry over the last decade have markedly changed the way artists approach their careers, opening up many opportunities for independent artists. Music Industry Studies provides students with perspective and understanding of the traditional music business, including its structure, and the factors and influences that have shaped the current state of the music industry. The opportunities offered by current technologies and musical trends that may shape the industry into the future will be explored in order to prepare students for a variety of careers in music, and give them skills to adapt to the dynamic nature of the industry into the future. The course consists of two components. The Seminar focuses on music business, including: the traditional music and recording business, independent music as a cottage industry, music copyrights & licencing, diversifying revenue streams, management and planning, and marketing. The Workshop consists of a series of presentations by key music industry identities, representatives of government funding bodies, and career professionals covering workplace options and business practices.

  • General Course Information
    Course Details
    Course Code MUSPMACT 3310
    Course Music Industry Studies
    Coordinating Unit Elder Conservatorium of Music
    Term Semester 1
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Prerequisites MUSPMACT 2612
    Incompatible MUSSUPST 3110
    Restrictions Priority is given to Bachelor of Music students but course is available to non-music students (by audition)
    Course Description Developments in the music industry over the last decade have markedly changed the way artists approach their careers, opening up many opportunities for independent artists. Music Industry Studies provides students with perspective and understanding of the traditional music business, including its structure, and the factors and influences that have shaped the current state of the music industry. The opportunities offered by current technologies and musical trends that may shape the industry into the future will be explored in order to prepare students for a variety of careers in music, and give them skills to adapt to the dynamic nature of the industry into the future. The course consists of two components. The Seminar focuses on music business, including: the traditional music and recording business, independent music as a cottage industry, music copyrights & licencing, diversifying revenue streams, management and planning, and marketing. The Workshop consists of a series of presentations by key music industry identities, representatives of government funding bodies, and career professionals covering workplace options and business practices.
    Course Staff

    Course Coordinator: Dr Luke Harrald

    Staff:
    Colin Elmer
    Phone: 83133667
    email: colin.elmer@adelaide.edu.au
    office: Schulz 8.10

    Ronnie Taheny
    email: ronnie.taheny@adelaide.edu.au

    Prof. Mark Carroll
    Phone: 83133672
    email: mark.carroll@adelaide.edu.au
    office: Schulz 9.15
    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    Through the successful completion of this course, students will develop:

    1. an understanding of the general music business and its functions;
    2. an awareness of career opportunities and pathways in the music industry;
    3. skills in marketing, self promotion and music distribution through the use of technology; &
    4. experience in compiling a job application or grant application.
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1, 2, 4
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 1, 2, 3
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 1, 2, 3, 4
    Skills of a high order in interpersonal understanding, teamwork and communication. 3
    A proficiency in the appropriate use of contemporary technologies. 3, 4
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. 1, 2
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 1, 2
  • Learning Resources
    Required Resources
    • Class handouts and weekly materials placed on MyUni.
    Recommended Resources
    READINGS
    Anon. Australasian music industry directory, 33rd ed. Newtown, N.S.W.: Immedia, 2001.

    Anon. The rock pages : a guide for young musicians on how to get started in the S.A. music
    industry –and keep going. North Adelaide : Carclew Youth Arts Centre, c1995.

    Fink, Michael. Inside the music industry : creativity, process, and business. New York:
    Schirmer Books, 1996.

    Goldberg, Justin. The ultimate survival guide to the new music industry : handbook for hell.
    Los Angeles: Lone Eagle Pub., c2004.

    Hannan, Michael. The Australian guide to careers in music. Sydney : University of New South Wales, 2003.

    Holloway, Rowena. Making music : a continuous case study of marketing in the music industry.
    Frenchs Forest N.S.W. : Pearson Education, 2003.

    Krasilovsky, M. William and Sidney Shemel. This business of music, 7th ed. New York :
    Billboard Books, c1995.

    Latham, Christopher. Survival of the fittest : the artist versus the corporate world. Strawberry Hills, N.S.W. : Currency House, 2004.

    Schulenberg, Richard. Legal aspects of the music industry : an insider’s view. New York :
    Billboard Books, 1999.
    Online Learning
    This Course Profile, along with learning materials and assessment will be placed on MyUni – refer to http://myuni.adelaide.edu.au.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    The course structure and content is delivered through a range of classes and materials. Class delivery modes include a weekly seminar, and series of workshops by guest presenters. The seminar will use a format where students are presented with theoretical and/ or practical content in the first hour, with the second hour dedicated to expanding the topic through discussions and exercises. The theoretical content creates a topic framework that students will then expand outside class through set practical exercises undertaken in their own time. The workshops will further expand these concepts through presentations by music industry professionals.
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    Seminar 12 x 2 hours per week = 24 hours per semester
    Workshop 12 x 1 hours per week = 12 hours per semester
    Reading 12 x 3 hours per week = 36 hours per semester
    Practice 12 x 4 hours per week = 48 hours per semester
    Self initiated learning & research 12 x 3 hours per week = 36 hours per semester
    = 156 hours per semester
    Learning Activities Summary
    The structure of the course is broken down into sections. Each section may consist of a number of weeks dedicated to the section topic and more specific sub-topics that may vary according to changes in the field.

    Each of the topics is supported by theory, discussion and practice through the seminar, tutorial and workshop.

    Topics will include the following:

    Seminar
    General recording industry (processes and functions),
    Artist Management
    Independent artists (music as a cottage industry)
    Record labels (including A&R etc.)
    Digital Distribution
    Maximising income streams as a freelancer
    Social Media & Viral Marketing
    The reemergence of music by commission / subscription ("crowd funding")


    Workshop
    Course overview, followed by Job Hunting Tips: Resume, Cover Letter and the interview
    Career Diversity & the Pursuit of Excellence
    Survival Tactics for Artists: instititional support and how to apply for it pt. 1 & 2
    Music Publishing & Copyright
    Book-keeping: Lines, Circles & Spikes
    Artistic Direction & Economic Realities
    Carrers in Music Education
    The Music Retail & Wholesale Industries
    Using the Web as an Employment Resource
    Specific Course Requirements
    This course will involve using the resources of the Electronic Music Unit (EMU). This includes facilities such as studios, recording spaces and digital audio workstations.

    Access and use of EMU is based upon the following:

    Users must complete and pass the EMU Guide Assessment (EGA). In order to pass the EGA users must receive a 90% or above grade. Users will have a maximum of 3 attempts at passing the EGA before being prohibited from taking the assessment further. If a user fails to pass the EGA after 3 attempts, or doesn’t pass by the end of week 4 of the course, they will not be permitted to continue the course and won’t be provided access or permission to use any of the EMU facilities.
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Summative Assessment Summary
    Workshop Summary & Mock job or grant application 15% (objectives 2, 3, 4)
    Exam 35% (objectives 1, 2)
    Music Industry Research Project 50% (objectives 1, 2 & 3)

    Formative Assessment: Tutorials will contain embedded formative assessment tasks that may include weekly quizzes, student presentations, in-class exercises and homework that will enable students to engage with the practical and theoretical concepts presented in order to complete their summative assessments.
    Assessment Related Requirements
    As per Conservatorium policy, active and positive participation in 100% of classes is expected, any student who attends less than 100% of required classes without approved leave may result in a 5 (five) mark penalty for each unapproved absence. The penalties will be applied to the final total percentage mark for the year for the relevant component i.e. after all other assessments have been completed and calculated. Arrival after the scheduled starting time or departure before the scheduled finishing time may, at the lecturer or Co-ordinator’s discretion, be regarded as an unapproved absence.
    Assessment Detail
    WORKSHOP SUMMARY & MOCK JOB OR GRANT APPLICATION (15%)
    The Workshop Summary will enable students to relate the presentations by visiting industry identities to their own situation / career prospects, and assess their ability to reflect on the content presented and consider it critically. This assessment will then in-turn underpin the Mock job or grant application assessment, where students will produce a job or grant application, including a detailed CV.

    EXAM (35%)
    The Exam will test student’s knowledge of the music industry and business concepts presented in the Seminar.

    MUSIC INDUSTRY RESEARCH PROJECT (50%)
    The Music Industry Research Project will enable students to research in much more depth the career path of a contemporary artist of their choosing. This will allow students to broaden their understanding of the materials presented in both the Seminar and Workshop, and consider how they might apply what they have learned through their research to their music career.
    Submission
    All assignments will be submitted digitally through the Assignments section of MyUni. Feedback on the assessments will be also be sent to students through the MyUni system.
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

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