An Artist Management Practicum: Teaching Artist Management in the Twenty-First Century

Abstract

Modern-day artist management is one of the most challenging aspects of the music industry to teach in academic institutions. This paper provides a framework for teaching artist management through a series of weekly assignments focused on various real-world scenarios and solutions as student teams virtually manage an active artist in the marketplace. These assignments are designed to allow each team to effectively assess the stage of the artist’s career, evaluate the marketplace, and plan successful management strategies for the artist. The paper also identifies benchmarks of achievement based on six stages of an artist’s career which help student teams identify successful artist strategies and establish goals for their artists. Students conclude the term by constructing a strategic plan to assist their acts in progressing to the next stages of their careers.