Explore the historical milestones that attracted major record labels to Africa in the '70s and '80s.
Analyze key factors that fueled the industry's growth in the '90s and 2000s.
Understand the roles of industry stakeholders in shaping the future of African music.
Class 2: Music and the African Economy
Discover the intersection between the music industry and other economic sectors.
Examine challenges affecting the industry's expansion across the continent.
Identify opportunities for sustainable growth and development in Africa’s music landscape.
Class 3:Entrepreneurship in the Music Industry
Learn the fundamentals of structuring and launching a music-related business.
Identify essential roles needed for both short-term success and long-term sustainability.
Class 4: Financial Literacy for Music Business
Gain practical knowledge of bookkeeping and financial management for creatives.
Understand resource management, including finances and human capital.
Learn essential tax management principles tailored for the African music industry.
This program equips aspiring music professionals with the knowledge and skills to navigate and excel in the evolving African music business landscape.
MODULE TWO
Industries of the Music Business
Class 1: The Publishing Industry (Royalty Collection and Distribution)
Knowledge of the difference between Composition and Sound recording.
Role of publishers, PRO’s and composers.
Royalty collection for Performance rights: TV, Radio, Online.
Class 2: The Recording Industry
Master Recordings
Labels promotional strategies: singles, albums, collaborations.
Digital distribution of sound recordings.
Class 3: The Live Music Industry
Learn about concert promoters, agents and venues
Understand concert production essentials (live music contracts)
Learn about Logistics, ticket selling revenue, securing an international agent, starting a booking agency.
Class 4: The Interactive Industry (Syncs, Placements and Opportunities in the Digital Industry)
The basics of synchronisation to film and TV, commercials etc.
Digital interactive: video games, VR,AR
Class 5: Support Services (Legal Services, Marketing & PR, and Accountancy) in the Music Industry
Describe the roles and functions of various support services in the music industry.
Understand how support services contribute to the success of musicians and music companies.
Demonstrate an understanding of the relationship between support services and career goals in the music industry.
MODULE THREE
Management and A&R/Music Development
Class 1: Artist Management
Understanding of the roles of managers and management.
Understanding of the skills and traits required for talent management.
Learn about conflict of interests and how they can adversely affect the artist-manager relationship.
Introduction to contracts for managers.
Class 2: Tools and Platforms for Recording Artists.
Understanding revenue generating processes and mechanics on music platforms based on region and other factors.
Class 3: Managers and A&Rs as Stakeholders In Talent Development.
Understanding the role of an A&R
Ability to highlight revenue opportunities for A&R practitioners in the industry.
Knowledge of the A&R process and players involved.
Class 4: Talent Discovery, Assessment and Development
Understanding of the artist development process.
Learning how to assess discovered talent.
The Artist’s Life Cycle.
Class 5: Artist Planning
Knowledge of elements in an artist’s plan and business plan.
Marketing activities for each stage of the artist’s growth using the Artist life cycle
Class 6: Artistic Identity and Establishment of a Core Audience
Identify important elements of audience and fan engagement for conversions.
Knowledge about how to create an identity for the talent.
How to use social media and existing digital platforms to establish a core audience.
MODULE FOUR
Intellectual Property and Contracts
Class 1: Tools for Composers
Learn about platforms used for revenue collection for composers.
Learn about how to work with publishers and PROs/CMOs as a songwriter.
Class 2: Copyrights
Learn how to protect copyright in Africa.
Understanding the role of rights owners in the governance of CMOs and PROs.
Knowledge of revenue streams in sound recording and composition.
Class 3: Music Industry Contracts I (Management and Label Contracts)
Understanding the role of Management and Managers.
Learning to propose managerial advice for artists.
Defining and differentiating the roles of managers and labels using contracts.
Class 4: Music Industry Contracts II (Endorsements, Performances, Sponsorships)
Understanding contract terms and clauses, their meanings and consequences of defaulting.
Learning contract drafting and negotiation.
Class 5: IP Valuation (Trademarks, Patents, and Monesting IP)
Understanding of how the industry protects and monitises IP.
Knowledge of considerations that shape IP laws.
MODULE FIVE
Music Production 101 (OPTIONAL)
Class 1: Music Creation (Writing and Production)
Learn about useful tools for writing and producing music.
Learn about the processes involved in songwriting & structuring a song.
Learn the importance of split sheets for composers.
Revenue streams for composers.
Class 2: Music Recording
Learn about recording basics and practises for recording artists.
Recording Etiquettes.
Class 3: Mixing and Mastering in Music
Learn how to record and send music for mixing and mastering.
The difference between Mixing and Mastering and the importance of each of them.
How to find and work with the right mixing and mastering engineer for you.
Mixing and Mastering for streaming and for performances.
MODULE SIX
Branding & Marketing in the Music Business.
Class 1: Music Distribution
Learn about local and international platforms.
Music planning and Music submission for artists
The importance and functions of Music Aggregators and DIY platforms.
Class 2: Music and Brand Marketing
Building an artist brand.
Learn about Public relations and its importance
Understanding the basics of music marketing and relevant marketing concepts.
Understanding the role of decision making in music marketing.
Class 3: Music Marketing Strategy
Learn how to develop marketing objectives for artist’s music and brand
Learn how to evaluate marketing projects in line with strategic or business plan.
Class 4: Social media and Digital Marketing in Music Business
Understanding how to use social media as a marketing tool.
Data Collection through social media.
The importance and practical use of Digital Marketing (Social Media Ads, Email Marketing, Newsletters) in Music and Brand Marketing.
MODULE SEVEN
Events and Touring in Africa
Class 1: Event Planning and Management
Demonstrate ability to design and plan events.
Define factors contributing to a successful show.
Identity and avoid factors that contribute to unsuccessful events.
Class 2: Live Events Practise
Understanding of Management events (Operations, Bookings, Promotions Agency
Produce a real life event.
Learning how to budget for and pitch events.
Class 3: Touring in Africa
Identify challenge and opportunities concerning touring in Africa
Understand of Investment opportunities concerning touring in Africa
Identifying investment challenges and solutions
Class 4: Revenue Streams in Touring
Understanding of merchandising and cross-marketing using event
Fan clubs and fun engagement through Live events.
MODULE EIGHT
Project Management In Music
Class 1: Project Management Foundations for Creatives and Defining Project Success & Scope.
Understanding project management fundamentals
Understanding the difference between traditional and creative project management
Overview of the creative industry landscape
Identifying stakeholders and managing client expectations
Developing creative briefs and SMART goals
Creating realistic and achievable project scopes
Risk assessment and mitigation in creative projects
Class 2: Building Timelines and Budgets & Agile Methodologies for Creative Teams.
Breaking down creative work into manageable tasks
Accurate work estimation for creative teams
Building a project budget with both hard and soft costs
Using project management tools (Gantt charts, Kanban boards, etc.)
Benefits of Agile in Creative Projects
Adapting Scrum and Kanban to creative workflows
Managing iterations and handling changing scope
Class 3: Collaboration, Team Leadership, Monitoring, Feedback, and Project Refinement
Developing clear communication strategies within creative teams
Motivating and managing creative talent
Resolving conflicts and fostering productive collaboration
Setting project KPIs to measure progress
Gathering and utilising client feedback
Adapting the project plan based on data
The art of the pivot: knowing when to make adjustments
Class 4: Project Completion and Post-Project Analysis
Effective project handoff and documentation
Conducting retrospectives to optimise future projects
Building strong client relationships for repeat business
The AMAN ACADEMY nurtures talents to stardom, mentor, empower, and equip creatives with the requisite knowledge and professional skills needed to thrive globally.
