BA (Hons) Business

ACM’s portfolio of professional training programmes includes a BA (Hons) degree in Business.

THE PROGRAMME

• Runs as a two-year accelerated and intensive degree with three levels spread over 24 months.

• Recognises the need for students to develop industry contacts, real experience, as well as to acquire business and practical skills.

• Provides students with opportunities to pilot commercial projects, with guidance from working professionals.

• Preserves and enhances ACM’s dedication to the development of professional technical skills. Students are expected to devote significant time to industry related projects in addition to their academic obligations
on the programme.

KEY FEATURES
• Students are actively encouraged to initiate various professional engagements as an integral part of their final project. These may include management, concert promotion and industry showcases.
• High level of focus on business and Internet developments within music.

DEGREE MODULES

• MUSIC INDUSTRY OVERVIEW
This unit will provide an overview of how the music industry is structured and how a variety of income streams are managed for the benefit of both the creator and those that exploit their creative works. The various roles operating within the music industry will be identified and their contractual relationships explored in principle. The current state and future trends of the music industry will be assessed and significant news items monitored.

• BUSINESS AND ARTIST MANAGEMENT
Students pursuing a career in the music business will benefit from an understanding of contemporary music management. Particular emphasis will be focused on the specific role and function of the artist manager along with the formal and informal roles of managers. Other areas discussed include income streams, management strategies and the law. Also taught within this unit are elements of business management in the form of self-employment and enterprise knowledge.

• RECORD COMPANY STRUCTURE AND MANAGEMENT
Record companies are a vital business element of the modern music industry. This unit will examine the following issues: the historical development of the recording industry, the development of formats, the structure and functions of a major record company, the A&R process, elements of good business practice, and the importance of the independent record company sector. The similarities and differences between major labels and the small and medium sized independent labels will also be discussed.

• MUSIC PUBLISHING
Music publishing is a long established activity, which is based on the creation of songs as intellectual property. This unit will explain such activity and the process of protecting and promoting songs, in accordance with existing copyright law. Students will explore music publishing, the copyright framework, income streams,and the management, protection and exploitation of songs.

• MUSIC & DIGITAL DISTRIBUTION
Within the music industry digital distribution of music has been seen as a both an opportunity and a threat. Within this module students will be expected to understand the origins of piracy in digital distribution together with the reasons for the early reluctance of the music industry to embrace new technology. The course compares empowerment of the artist through self-promotion and distribution against the economies of scale to large corporations. Students will gain a good understanding of the Political, Ecomonic, Social and Technological developments that have led to music being distributed on demand through the internet and mobile phone serveices. They will also acquire sufficient knowledge to be able to develop a viable digital distribution service including the design and presentation of a commercial website offering music downloads and/or streams.

• RESEARCH PROJECTS
During the course of this unit, students will develop an understanding of effective research techniques and methods. There will be an emphasis on how to plan practical projects, including time management and working in teams. These areas will be developed with the aid of presentations and seminar discussion. Students will be encouraged to identify opportunities for further research which could become the foundation of the Specialised Project undertaken in level 3.

• MUSIC LAW AND CONTRACTS
This unit aims to give students an understanding of the main terms of agreements that they will be expected to enter into during the course of their musical careers. There is a focus on the ability to communicate with professional advisors in an effective and informed manner. Students will develop a mature understanding of the responsibilities of an artist and an appreciation of the importance of copyright law.

• ENTREPRENEURIAL PRACTICE
Much of the music industry is based upon the setting up of small companies, such as independent record labels and production houses. This unit will engage students in the setting up of in-house music industry activities. Projects can take the form of setting up a miniature in-house independent record company, initiating a music-related website, producing a fanzine, organising live events, producing for radio, or managing artists.

• MUSIC MARKETING AND MEDIA
The effective marketing of artists and their music is central to music industry success. The unit covers marketing principles specifically focusing on music press and broadcast marketing. Industry examples will be studied, and students will be required to assemble an effective press pack, promoting music product to broadcasters, the media and retailers, and mounting a musicrelated advertising campaign.

• SOCIAL AND APPLIED PSYCHOLOGY OF MUSIC
This module explores the concepts and drivers of creativity, performance, perception and reaction to musical sounds and identifies the significance and impact of music in the modern world. The course is loosely structured on the work of North and Hargreaves as set out in their consolidating book of the same title. Topics considered from the standpoint of the music psychologist include composition and musicianship, musical preferences and taste, ‘problem music ‘and subcultures, music business, impact on health and education. This study promotes for the aspiring business person a comprehension of the behaviours of the music creator, exploiter and consumer.

• SPECIALISED PROJECT
The Specialised Project is an opportunity to bring together all the threads of the ACM Degree in both a practical and a theoretical format. During this module students will use skills, experiences and research gained throughout the whole course of their studies. Practical projects, such as organising tours, recording, writing or producing soundtracks, will have been discussed during the Research Methods unit. This will be supported by a mini dissertation as well as market research and financial planning. Physical evidence of the practical project must be kept, and the results of this practical project, or knowledge gained, should be incorporated into the mini dissertation.