H85.1250 Business 4 Credits
Instructor(s): Jason King
Pre-requisite: H85.1202 The Recorded Music Industry: Past, Present, & Future (formerly The Business of Record Producing)
Anyone interested in achieving success in today's competitive entertainment industry has to be well versed in the concept of branding. A brand is the overall, distinctive "image" of a product or a service that generates loyalty, trust and familiarity with consumers. Nearly anyone can release an album or an artist into the crowded marketplace, but those versed in branding have the savvy to bestow their projects with resonance and meaning with audiences. Labels like Roadrunner and Def Jam, along with artists and producers like will.i.am of The Black Eyed Peas and Beck creatively use image, values, lifestyle, attitude and moods to sell their music. Because we live in a culture defined by powerful brands, creative branding is becoming the key to longevity and global success in the entertainment industry.
This practical hands-on course will give students the step-by-step tools to approach the art and business of branding. We'll do exercises in analyzing and developing brands, and we'll study why some brands succeed where others fail. Reading key books and articles in the field of branding, we'll consider the role of advertising, promotion, marketing, management, public relations, media commentary and creative design in building successful brands. And, as we consider debates about the ethics of living in a corporate culture defined by brands and superstars, students will learn about "brand recognition," "b2b brand marketing," "brand equity," "brandscapes," "brand architecture," "product differentiation," "attitude branding," and "lifestyle marketing."
Students interested in launching their own record labels, recording studios or music ventures, or distinguishing themselves as performers, producers, executives or engineers, will walk away from the course with a workable strategy of how to best position their work in the professional marketplace.
