MUsic & Business – Let’s JAM it!
A certificate Program: Block events live/virtual & on-campus I Fall Term 2021

Trying to launch a career in the music business can be a daunting and strenuous road. Mastering your instrument of choice, songwriting, being inspired and creative while also navigating the business side of the industry, will require you to acquire two entirely different sets of skills.

This course will provide you with a solid foundation to launch your career in the music industry as an artist, manager and/or event specialist. Your journey will include the fundamentals of the music industry, i.e., styles and genres, artistic curation, sound design, music production and distribution, to name but a few, and will connect them to the key managerial aspects and structures, needed to succeed in this business.

Additionally, your acquired knowledge will be transferred to live case studies in event planning, in which you will learn what it takes to be successful in the music business, from the perspective of a musician and a manager, learning and applying skills that are essential for thriving in an ever-changing industry.

Save the Dates

Module 1
(live/virtual)
MUSIC NOW
Oct 8-9, 2021
Module 2
(live/virtual)
Innovation and Management Principles for arts & culture
Oct 22-23, 2021
Module 3
(live/virtual)
Connecting the Dots
Nov 5-6, 2021
Module 4
(live/virtual)
Marketing
Nov 19-20, 2021
Module 5
(live/virtual)
Event Creation & Dissemination
Dec 3-4, 2021
Module 6
(on-campus Vienna)
Event Management
Dec 17-18, 2021
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MODULE 1

Music Now

(live/virtual) Oct 8-9

An introduction to the subdivision of patterns in the history of music. The forms of so-called classical music & popular music are examined with a focus on the developments in their styles, genres, & distribution ways (concerts, mechanical & electronic phonograms, radio, television, & social media) from the 20th century onwards.

Connecting the dots: The Music Industry - a view of the professional landscape. Which software tools are good for songwriters & media composers? Is music theory important? How can I earn money with music? Students will also gain perspective on streaming platforms, YouTube, & other means of dissemination.

This lecture explores the factors that curators should have in mind when putting various pieces of music together. The question what makes a successful program or playlist becomes more & more important to ensure that audiences pay attention to an entire show.

The course will introduce music as an universal skill: How do musicians transfer knowledge, attitude, cultural heritage, & philosophy? The influential roles of musicians & artists in society will be discussed, & basic principles of education in & through music are presented in their different contextualization.

MODULE 2

Innovation and management principles for Arts & Culture

(live/virtual) Oct. 22-23

An introduction to the concepts underlying management & leadership will be given as well as outlining the differences of the two. This course will furthermore explore individual leadership styles & skill-set needed to be effective in modern business settings.

Connecting the dots: any modern organization, in any industry needs to understand the value that communication has, both internally & externally. Additionally, the importance of professional networking will be highlighted, ensuring that the modern manager has the skills for effective communication & networking.

This lecture explores the practice of designing products/services with the focus on the quality & thoughtfulness of the user experience, otherwise known as Customer Experience Design. Every touchpoint within the customer's interaction needs to be carefully designed to deliver experiences based on the brand's promise.

This course will introduce specific knowledge, skills, tools & techniques needed to clearly structure projects, in order to facilitate creating a clear vision, specific & measurable goals, while also exploring innovative ideas & streamlining the entire team's efforts & deliver a successful project.

MODULE 3

Connecting the Dots

(live/virtual) Nov 5-6

Music plays an important role in games, movies, radio & theater. There are different techniques of using music, but how do I use music well? "The sound and music are 50 percent of the entertainment in a movie" (George Lucas). Students will explore means of storytelling through music.

This lecture explores the journey that music takes from its creation to a live audience or through recordings into the world. When is music free for everyone, & where does copyright come into the picture? What do royalty collection societies do?

The development of an event combined with key aspects of Project Management will characterise this course. Among others, stakeholder & time management, and budget & financial aspects will be introduced to students. At the end of this course students will have an overview of what is necessary for planning an event.

Artistic Research is based on the knowledge potential of artistic activities. Under certain conditions, artistic activities & processes (performance, composition, improvisation, etc.) are equated with a scientific research process. Accordingly, artistic outputs (e.g. a concert program, concert, score, recording, etc.) can correspond with the results of a scientific research process.

MODULE 4

Marketing

(live/virtual) Nov 19-20

How many times do we make buying decisions throughout the day, without giving them much thought? Decoding the processes behind customers' decisions deliver important information to marketers on how to effectively market their product, taking the consumer into account.

Integrated Marketing Communication, or IMC, is the concept that ensures that all forms of business communication, promotional tools & messaging an organisation engages in are carefully aligned & linked together, in order to maximise their efforts.

This lecture explores the factors that modern managers need to consider when developing an effective Social Media Marketing Plan. Whether the plan is to use Facebook, Instagram or Co. for your business the vision needs to be clear & aligned for it to be effective.

The course will introduce the key ideas behind Interactive Marketing & its practices, that centre on the individual customer. It includes marketing initiatives that are triggered by consumer behaviour & preferences.

MODULE 5

Event Creation & Dissemination

(live/virtual) Dec 3-4

What does it take to turn a random listener into a member of your audience or into a fan? How do concerts, recordings, marketing & social media interact with each other? Besides basics of musical community building, this lecture explores the principles of "musical customer relations management".

This series of short presentations includes some of JAM MUSIC LAB's premier partners, such as international orchestra managers, GRAMMY jury members, music producers & educators.

Findings from artistic research enrich our knowledge about society & can be used for further enhancement. The reflective processes in artistic research contribute to the development of one's personality, & there is also possibility of relating them to questions & challenges in the music industry in particular, but also society in general.

Implementation of a joint event (optionally) with cultural, business &/or academic partners of JAM like the Radio Symphony Orchestra Vienna - Christmas in Vienna. Using the example of a large-scale event in Vienna, students are invited to analyze a case study under various aspects of musical & economic planning (program design, artist management, marketing advertising, business planning, legal issues, project management & communication, etc). This part of the module is rounded off with the attendance of the live event that is being discussed.

MODULE 6

Event Management

(on-campus – Modul University Vienna) Dec 17-18

With our changing business environment comes the need to embrace new ideas, an array of channels & modes & the necessity to adapt to these changes at a very high pace. This course has been designed to give an insight into the newest trends in the event industry.

In our fast changing world events represent an exciting, dynamic & forward thinking sector, which demands creative, energetic problem solvers. In this course you will gain an understanding of the core elements of the industry & the challenges facing managers in the different sectors.

It takes a village to produce a successful event & professional Event Operations is one of the pillars it is built upon. This lecture will provide an introduction to the management of event operations & examines quality in the events industry & its effects on customer satisfaction, resource efficiency & event success.

This course will teach you the skills needed to measure whether an event has met its predetermined measurable targets, including evaluating whether the event meets the expectations of all involved. Good governance practices along with positive economic, social & environmental impacts are at the core of measuring event growth. Keeping track of the data collected will improve the success of your future events.

Program Facts

Helpful Questions

Trying to launch a career in the music business can be a daunting and strenuous road. Mastering your instrument of choice, songwriting, being inspired and creative while also navigating the business side of the industry, will require you to acquire two entirely different set of skills. This course will provide you with a solid foundation to launch your career in the music industry as an artist, manager and/or event specialist. Your journey will include the fundamentals of the music industry i.e., styles and genres, artistic curation, sound design, music production and distribution, to name but a few, and will connect them to the key managerial aspects and structures, needed to succeed in this business. Additionally, your acquired knowledge will be transferred to live Case Studies in event planning, in which you will learn what it takes to be successful in the music business, from the perspective of a musician and a manager, learning and applying skills that are essential for thriving in an ever-changing industry.

This course has been designed for students and professionals who have a passion for music and the music industry and wish to base their future career on hands-on business and practical music knowledge. Professionals with work experience are similarly encouraged to apply. We recommend applicants to have a bachelor's degree in Music, Business & Administration, Economics and Hospitality, or equivalent work experience in similar fields. A command of English of minimum B2 is recommended.

In order to sign up, please send an e-mail to enroll@musicandbusiness.at

Learning Outcomes

  • Basic understanding of the music industry, creation processes and distribution
  • Practical skills needed to successfully create and design artistic visions
  • Gaining an insight into customer perceptions, thereby designing tailor made customer experiences
  • Basic project management principles and how they tie into professional event planning and management
  • Understanding the modern consumer behavior and how to effectively steer successful marketing efforts
  • Implementing modern social media marketing campaigns
  • Creative thinking processes and the impact on current music business strategies
  • Designing an entire event using the above-mentioned principles

More questions?

For more questions, please contact us directly via mail    enroll@musicandbusiness.at or phone    +43 (1) 3203555 103

Meet your lecturers

Jeffrey Levenson

Chief Liasion Officer
JAM MUSIC LAB University
 

Monika Herzig

Indiana University

 

Oliver SChmellenkamp

Head of Department for Media Music and senate chairman at Jam Music Lab University Vienna & composer at the Universal Edition in Vienna

Michael Kahr

Vice Rector for Research and Quality Management
JAM MUSIC LAB University

Richard Graf

Vice Rector for Education and Digitalization
JAM MUSIC LAB University

About Us

The Modul brand stands for more than 100 years of excellence in higher education, tolerance and diversity.

Modul University Vienna is Europe’s leading research platform for the tourism industry and for public sector institutions and is the first contact partner when seeking scientifically-based solutions in these fields.

This institution offers cutting edge education in international management, new media technology, public governance, sustainable development & tourism and hospitality management,

A goal of Modul University Vienna is to provide its students state-of-the-art management competencies & leadership skills in an international context.

The research and educational programs at Modul University Vienna focus on future-oriented strategies that satisfy the needs and ensure the welfare of current and future generations.

With Vienna’s already distinguished reputation as a music world capital in the great classical tradition, JAM MUSIC LAB strives to extend this prominence in the areas of jazz, rock and pop.

It offers artistic and artistic-pedagogic studies of music forms of the 20th century and especially of the present, moving from the interface between classic and popular music in a variety of styles of popular music forms. Hence, students can specialize in jazz, popular music & media music.

Delivering a communicative and interdisciplinary musical learning experience is a key aspect of JAM Music Lab.

Engaging with artistic practice, theory and research as an entity is one of the major focus of the institution.

JAM Music Lab’s goal is to emphasis its students to continually possess a basic openness and interest in the new.

Enroll today

Fields marked with "*" are requiered.
Jefrey_Leverson

Jeffrey Levenson

CHIEF LIAISON OFFICER
JAM MUSIC LAB University
  • Label executive, writer-producer, consultant, and jazz columnist
  • Affiliations at: Half Note, Sony, Warner Bros, Downbeat, Billboard, and the Blue Note jazz club in New York
  • Current producer of the annual Thelonious Monk Competition in Washington DC
  • Authored and/or produced events for: NEA, the US State Department, the White House, the New School for Social Research, and the Songwriter’s Hall of Fame
  • Collaborated with: McCoy Tyner, Michael Brecker, Herbie Hancock, Branford Marsalis, Conrad Herwig, Arturo Sandoval, Randy Brecker, Joe Lovano, Lee Konitz, Esperanza Spalding and Bill Frisell, with production and/or supervision credits on 13 Grammy albums – 2 winners, 11 nominees
  • Served the Blue Note management team, advising on club programming and international development. He recruits North American representatives for Jazzahead in Germany
  • Contributes a column, Ears New York, to JazzFM91 in Toronto, chairs the National Jazz Committee for the Grammys, administers grants and awards as Recording Academy Trustee, and enjoys the company of musicians.

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Monika_Herzig

Monika Herzig

Indiana University

Academic Experience

  • Senior Lecturer in Arts Management/SPEA at Indiana University teaching
  • Music Industry I and II, Inside Community Arts Organizations, Arts Entrepreneurship, Art
  • Worlds, Arts Marketing, Programming the Performing Arts, SPEA in Graz – Comparative Music Industry since 2007
  • 2015 International Society for Improvised Music – The Jam Session Model for Entrepreneurship
  • 2015 CeWIT Salon Talks – Creative Thinking Techniques
  • 2014 Music and Entertainment Industry Educators Association (MEIEA) – Research Presentation Beyond Jamming
  • 2014 Rhythm Changes/ Amsterdam – Jazz Research – Mapping the Field
  • 2013 Music and Entertainment Industry Educators Association Convention – Presentation: Fame and Fortune.
  • 2012 Music and Entertainment Industry Educators Association Conference – Panel Discussion: Current Issues in Arts Management

     

Professional societies

Association of Arts Administration Educators (AAAE)
Music and Entertainment Industry Educators Association (MEIEA) International Association of Jazz Education (IAJE) 1994 – 2008 College Music Society (CMS)

Jazz Education Network (JEN) Executive Board Member

 

 

 

Oliver_Schmellenkamp

Oliver Schmellenkamp

Head of Department for Media Music and senate chairman at Jam Music Lab University & composer at the Universal Edition in Vienna
  • Teaches compositions and sound design for games and films
  • Worked as a media music composer for the following brands: Pepsi, CocaCola, WeightWatchers, Ford, Alltours, Becker, Boss, Peek&Cloppenburg, Pepsi, McDonalds, Bahlsen, AirBerlin, Novomatic, Wikifolio, SpringerNature, Sat1, Bertelsmann, Bayer, Audi BKK, AirBerlin/Novomatic/Wikifolio/SpringerNature/Sat1//Bertelsmann/Bayer/Audi BKK
  • and for Film/Game/Radio: Music for German (ZDF) and American series (Fox, National Geographic); Hundreds of games (Xbox, Nintendo) and radio productions (Radio NRW)

View the C.V. 

 

Michael_Kahr_Square

Michael Kahr

Vice Rector for Research and Quality Management
Jam Music Lab University

Academic Experience

  • Senior Lecturer (since 2006, Institute for Jazz, University of Music and Performing Arts in Graz)
  • Postdoctoral Researcher (2011-2018, Institute for Jazz Research at the University of Music and Performing Arts in Graz)
  • Lectureships at the University of Sydney (2002-2004), University of Vienna (Institute for Musicology, 2013/2017), University of Salzburg (2017/2019), University of Arts Linz (2020)

Awards and Grants

  • Erzherzog Johann Research Award, County of Styria 2018
  • Grants for CD-productions, scientific conferences and research projects 
  • Austrian Science Fund FWF PEEK Grant (2011-2013)
  • Morroe Berger – Benny Carter Jazz Research Award, Rutgers University Newark, USA (2011)
  • Fulbright Scholar Award, Los Angeles 2010

Esteem Factors

  • Board Member, International Society of Jazz Research (IGJ)
  • Editorial Board Member, Journal for Jazz Education in Research and Practice (IU Press) 
  • Reviewer for Journal for Artistic Research and Transnational Jazz Studies (Routledge)

View C.V. 

 

Richard_Graf

Richard Graf

Vice Rector for Education and Digitalization
JAM MUSIC LAB University

Work Experience

  • Since 1996:Activities as music educator, composer, guitarist, producer, editor, and author of publications in music theory and music education. Numerous national and international guest lecturers and workshops at universities and conservatories in: Chicago, Los Angeles, Berlin, Bremen, Essen, Osnabrück, Lockenhaus, Salzburg, Vienna, etc. Lecturer at the USC – University of Southern California in Los Angeles.
  • Cooperations with: Göttinger Symphonie Orchester, Radio Symphonie Orchester, NÖ Tonkünstlerorchester, Ensemble 20. Jahrhundert, Neue Oper Wien, Staatsoper, Wiener Volksoper, Burgtheater, MAX BRAND Ensemble
  • Founder and director of the MAX BRAND Ensemble; Commissioned compositions for several ensembles and orchester; Initiator of the „Tage der Neuen Musik“
  • Editor and author of publications in music theory and music education published by renowned companies as Universal Edition, Advance Music, SCHOTT Music, IAJE Publications Manhatten, Musikerziehung Österreich, ConBrio etc.

Awards and Grants

  • Honorary Award of the Federal Ministry of Science and Research for outstanding artistic performance, Merit Scholarship of the University of Music and Performing Arts Vienna, Scholarship of the Federal Ministry of Science and Research
  • Grants of the University of Southern California/Los Angeles and the University of South Florida/Miami
  • 2014 – 2020 Board member of the Austrian Composers Society
  • 2009 – 2019 President of the INÖK – Interessengemeinschaft Niederösterreichische KomponistInnen.

View C.V.

Christoph_Becher_Square

Christoph Becher

Orchestra Director RSO – ORF Radio-Symphonieorchester Wien

Work experience

  • Since 2015 Orchestra Director ORF Radio-Symphonieorchester Wien
  • 08/01/2012 – 2015 Managing Director of the Württemberg Chamber Orchestra Heilbron
  • 2007 – 2012 Personal advisor to General Director Christoph Lieben-Seutter for HamburgMusik GmbH -Elbphilharmonie and Laeiszhalle operating company
  • 2002 – 2007 half C3 professorship at the Institute for Music Theater Direction Hamburg (University and Music Academy Hamburg)
  • 2000 – 2004 dramaturge at the Hamburger Musikfest
  • 1998 – 2007 head dramaturge at the Hamburg State Opera
  • 1990 – 1998 dramaturge at the Wiener Konzerthaus: conception, planning, organization and implementation of the festivals “Österreich heute” and “Hörzüge”, from 1997 also “Wien modern”
Norbert-Zimmermann_Square

Norbert Zimmermann

Berndorf AG
  • 2020: Main shareholder, Berndorf AG
  • 2008: Chairman of the Supervisory Boards, Berndorf AG
  • 1988: Managing Director and main shareholder, Berndorf AG
  • 1986: Managing Director, Berndorf Metallwaren Ges.m.b.H.
  • 1978: Managing Director, Böhm Ges.m.b.H.
  • 1974: Controller, Spar Österreichische Warenhandels AG
  • 1971: Systems Engineer, IBM
  • 1967: Graduation from Vienna University of Economics (Mag. Rer.soc.oec), practical training in Great Britain and USA
  • 1966: School leaving certificate, Handelsakademie Bregenz
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