Online Marketing for Musicians

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Subject according curriculum

Jazzmaster Seminar

Teachers

Michael Langkamp

Semester

Wintersemester 2023/2024

Scope

Block seminar January 27/28, 2023 10 a.m. - 6 p.m.

Room

JazzHall

Duration

eine Semesterwochenstunde

Description

Content:
The two-day workshop for participants with no previous knowledge covers the following topics:
Marketing basics
- Marketing concept according to Meffert, 4 P's,
- Differences between traditional and interactive marketing, the PESO model and basic terms from "affiliate" to "viral"
- From artist to brand
- Brand building and brand management basics
- The marketing plan: What are the building blocks of a marketing and promotion plan and how is a marketing campaign for a music release organized? What are the key marketing phases on the way to a release? Which players play a role at which point in time?
- Promotion deals & cooperations: What cooperation models exist within music marketing (sales/DSP cooperation, barter deal, media cooperation, joint venture)
Basics of content marketing (and introduction to workshop 2)
- Communication science basics for developing your own content marketing strategy: Communication axioms according to P. Watzlawick and Uses And Gratifications Approach according to E. Katz et al.
- Copywriting (not only) for social media: KiSS and AIDA principles
- How do I develop my own content marketing strategy? Group work: Together we compare the social media profiles of different jazz artists. Is a content strategy evident? What could our own content strategy look like?
Objectives:
After the workshop, the students should know important basic concepts of music marketing and be able to draft a basic marketing plan themselves. In addition, they should be familiar with the term content marketing in order to design a content marketing strategy for themselves. In order to implement this successfully, they need to know how algorithms work in social media, which will be explained in the subsequent workshop.

Nina Stehr:
Nina Stehr already gained professional experience in a Munich PR agency parallel to her studies at LMU Munich. After completing her master's degree, she worked at Sony Music for over six years, initially in the Online Promotion & Marketing International team and later in Business Development. Since 2013, she has been running her own agency for digital communication and digital marketing with a strong focus on social media.
Her clients include solo artists such as Tom Gaebel and Rainhard Fendrich, record labels such as Sony Music and Universal as well as other companies from the entertainment sector (including ProSieben Sat.1 and Universum Film). Nina Stehr has also been a lecturer in music promotion and music marketing for ten years, including for the Popakademie Baden-Württemberg.

Credits

ein Creditpoint

Comments

Lecturer: Nina Christin Stehr
Open to all interested parties

Registration and enrollment absolutely necessary at
https://elearning.hfmt-hamburg.de/course/view.php?id=558

Modules

Qualifizierungsmodul Jazzmaster, Wahlmodul freie Wahl (alle Studiengänge)