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)