Business of Music Marketing Course Overview | Music Business Education | Berklee Online | Mike King

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Earn Your Music Business Degree Online with Berklee:

In The Business of Music Marketing, Berklee instructor Mike King guides you toward professional-level knowledge of cutting edge marketing techniques essential for any music-centric business. Starting with evergreen marketing best practices, you will learn specific approaches for building an engaged community, applying different forms of media for visibility, and utilizing professional marketing tools to plan, execute, and report back on results. Learn how to plan and support a product release, create and execute an integrated marketing campaign, and explore ways to create and run a successful music business. You will master marketing philosophy and gain critical knowledge and skills for both music product and marketing.

By the end of the course, you will be able to:
►Synthesize web analytics to develop the niche of an artist or music product and target the relevant audience
►Create an effective product and pricing strategy, along with a supporting business plan
►Create a professional music marketing plan
►Analyze marketing segments available to musicians and music products, with a particular focus on online-related initiatives
►Develop sophisticated approaches to marketing and selling music and music-related products online, including implementing web optimization strategies
►Apply the essential pillars of successful music marketing campaigns
►Implement effective messaging, branding, and communication for artists or music-related companies

About Mike King:
Mike King is a course author, instructor, and the Vice President of Enrollment at Berklee College of Music and Chief Marketing Officer (CMO) at Berklee Online. Prior to working at Berklee, Mike was the Marketing/Product Manager at Rykodisc, where he oversaw marketing efforts for label artists including Mickey Hart, Jeb Loy Nichols, Morphine, Jess Klein, Voices On The Verge, Bill Hicks, The Slip, Pork Tornado (Phish), Kelly Joe Phelps, and Frank Zappa’s estate. Mike was the Director of Marketing and Managing Editor of Herb Alpert’s online musician’s resource, ArtistsHouseMusic, for three years.

About Berklee Online:
Berklee Online is the continuing education division of Berklee College of Music, delivering online access to Berklee’s acclaimed curriculum from anywhere in the world, offering online courses, certificate programs, and degree programs. Contact an Academic Advisor today:
1-866-BERKLEE (US)
1-617-747-2146 (international callers)

Berklee Online | Business of Music Marketing | Music Business | Music Marketing | Marketing | Engaged Community | Media | Social Media | Mike King | Billboard | Boston Globe | Making Music Magazine | CNN | Rykodisc | Mickey Hart | Frank Zappa | Phish

$87K in One Month Pt. 1 | Digital Marketing Ep 22

Savvy Musician Show – Episode #022: $87K in One Month Pt. 1


Leah recently completed a wildly successful crowdfunding campaign. The campaign exceeded it’s $50K goal by $37K.
In this episode, Leah breaks down how she raised 87K in a month, why this campaign was different than previous campaigns and how she organized the campaign to make it as effective as possible.


1 – When choosing a platform, make sure they accept Paypal.
2 – Create scarcity by providing limited edition items.
3 – Make it all about the fan.
4 – Make sure your platform supports Facebook Pixels.


09:09 – Why This Campaign Was Different

11:24 – The Purpose of Funding

12:25 – Giving Less Options

22:23 – Informing your Fanbase

32:20 – Facebook Pixels

* Book a breakthrough call and learn how you can scale your music business with the right music marketing strategy:

Ep. 343 This Is Not a Marketing Plan for Your Next Release

Visit Do you have a marketing plan? I have a marketing plan! Do you really have one? A Playlist Is Not A Marketing Plan. A record label is not a marketing plan. A digital distributor is not a marketing plan. A Facebook page is not a marketing plan. Posting to social media is not a marketing plan. What IS a marketing plan? We will tell you what isn’t and why it is so important that you have a real plan, not a bunch of tools.

Visit Hypebot for music business news and insights.

If you like the podcast I ask that you visit iTunes and please Rate & Review The Music Biz Weekly podcast.

Download Music Biz Weekly on Apple iTunes:
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The Music Biz Weekly Podcast is very excited to announce that the show has joined forces with Hypebot is the premiere online destination for music industry news and insights. Hypebot will be presenting the podcast every week. In addition to all of destinations you can already enjoy the podcast, now you will also be able to find The Music Biz Weekly Podcast every week on

Michael Brandvold is a freelance music industry consultant based in Northern California. Having launched Michael Brandvold Marketing to leverage his years of experience to provide direction to large and small clients in the areas of online & social marketing as well as e-commerce and customer acquisition and retention.

Gene Simmons of KISS first tapped Michael’s skills as a pioneering online marketing strategist to launch and manage all aspects of’s multi-million dollar enterprise, including their ground-breaking VIP ticket program.

Michael has also managed the online efforts for KISS, ACCEPT, SOiL, Tantric, Killer Dwarfs, Dream Theater, Little Caesar, Narada Michael Walden, Motley Crüe, Rod Stewart, Madonna, Ozzy Osbourne, Madonna and Britney Spears to name only a few.

If you are interested in speaking with Michael about what he can do to assist with your marketing needs contact him online at:

email: me (at)


As a teenager in the Pacific Northwest, Jay smuggled his Canon F-1 into rock concerts to get the perfect shot of the likes of Van Halen, Queen and Cheap Trick. After college, he toured as a musician gaining invaluable experience in what it takes to create and promote an album. He later translated that knowledge as an executive with Universal, Sony and Warner Music Groups.

He moved to San Francisco and finally to Los Angeles for Universal Music where he worked for 18 years, most recently as VP New Media and Online Marketing for Universal Music Enterprises.

Jay has been on the cutting edge of Digital Sales & Marketing with Universal, Starbucks Entertainment, Fox and Warner Music. It is this unique perspective as a musician, music executive, and fan that makes Jay‘s approach to Digital Strategy and Online Marketing so artist-friendly.”

Jay co-founded Label Service company LABEL LOGIC and also works with clients as an independent consultant. He publishes a weekly industry news email called Your Morning Coffee. Subscribe here:


How To Run Profitable Facebook Ads | Digital Marketing For Musicians Ep 18

Savvy Musician Show – Episode #018: When Your Music Ads Become Profitable with Brian Judy


Brian Judy is the man behind Delta-S. He makes dark electronic music that focuses on storytelling and character building. He has found that the best way to find your audience and create moving music is to embrace what makes you unique.

* Things to remember

1 – You only know what to do if you know who you are.

2 – Be confident in what you make, what it represents and why people should listen.

3 – Music is meant for other people and to impact the world.

4 – Identify what your music is about, make it excellent, then identify your audience.

* Revisit the highlights:

03:50 – How to Stand Out

07:00 – Break through with Facebook ads

08:53 – Finding your Niche

10:11 – Collaborating with Fans

12:00 – How Superfans Change You

13:35 – Music is not for ourselves

15:35 – Tools that help stay organized

* Book a breakthrough call with one of our coaches: