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Online Marketing for Musicians

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Subject according curriculum
Jazzmaster Seminar
Teachers
Steffen Geldner
Scope
Friday/ Saturday, November 7 and 8, 2025 10 a.m. - 6 p.m. in the Tonali Room Kleiner Kielort 3, 20144 Hamburg
Room
ausserhalb
Duration
eine Semesterwochenstunde
Description

Nina Christin Stehr:

Contents:

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 terminology 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, students should be familiar with 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.

Credits
ein Creditpoint
Comments

Open to all interested parties
Registration and enrollment: https://elearning.hfmt-hamburg.de/course/view.php?id=868

Modules
Qualifizierungsmodul Jazzmaster, Wahlmodul freie Wahl (alle Studiengänge)