Online Marketing for Musicians

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Subject according curriculum

Jazzmaster Seminar

Teachers

Nina Christin Stehr

Scope

November 20–21, 2026 (PLEASE NOTE: NEW LOCATION: Kleiner Kielort 8, 2nd floor) 10 a.m.–6 p.m. each day

Room

Tonali (Kleines Studio)

Duration

eine Semesterwochenstunde

Description

How does an artist become a brand—and how do you effectively promote a release to the public? This two-day workshop offers a hands-on introduction to music marketing. No prior knowledge is required.

Topics include:

• Marketing basics: key terms, the 4 Ps, traditional and interactive marketing, the PESO model
• Brand building: from your personal profile to a recognizable brand
• The marketing plan: What elements does it include? How does a campaign surrounding a release unfold—what phases are involved, and who is involved at what stage?
• Collaborations and promotional deals: DSP partnerships, barter deals, media partnerships, joint ventures
• Content marketing: fundamentals of communication studies (Watzlawick, Uses and Gratifications theory) and writing principles for social media (KISS, AIDA)
• Group Work: Together, we’ll examine the social media profiles of various jazz musicians and use them to develop ideas for your own content strategy.

Objectives:
After the workshop, you’ll be familiar with the key terms in music marketing and able to draft the basic outline of your own marketing plan. You’ll also develop an initial content marketing strategy for your own profile. How social media algorithms work and how to implement this strategy in practice will be the focus of the second workshop.

Credits

ein Creditpoint

Comments

Self-registration:
https://elearning.hfmt-hamburg.de/course/view.php?id=1013
Registration code: Jazz
Open to anyone interested

Modules

Qualifizierungsmodul Jazzmaster, Wahlmodul freie Wahl (alle Studiengänge)