The Clive Davis Institute of Recorded Music at New York University's Tisch School of the Arts and The Recording Academy have joined together to create the Los Angeles-based master class "The Music Business Now" with the goal of connecting top music business executives with the next generation of artists, managers and marketers of recorded and live entertainment.
The 14-week course begins Jan. 25, 2012, and runs through April 25 and will also include three ancillary classes to be held later in the year focused on marketing, social media and artist and brand development.
The course will be led by Lenny Beer, co-founder and editor-in-chief of industry trade Hits magazine, and Jeff Jampol, GRAMMY-winning film producer and artist manager.
Guest speakers are scheduled to include Neil Portnow, Recording Academy President/CEO; Irving Azoff, chief executive officer, TicketMaster/LiveNation; John Branca, co-executor, Michael Jackson estate; and Tom Sturges, Recording Academy Trustee and vice president for Universal Music Publishing, among many others.
The course will aim to provide perspective on a music world in which the digital age has dramatically changed the entertainment industry. Participants will directly address subjects such as new artist development; branding and marketing; building and maintaining a fan base; new strategies for the Internet and wireless technologies; online and digital marketing; touring and merchandising; retail sales; music publishing; film, television and games; radio and video promotion; and more.
Current Academy members are eligible for a $100 discount on the class' registration fee. A discount code will be provided to members via The Academy's In The Loop newsletter and through its membership social network, GRAMMY365.