This course is part of the Musician’s Professional Toolbox: Your Portfolio Career Specialization

Jeffrey Nytch

Offered By

Musician’s Professional Toolbox: Your Portfolio Career SpecializationUniversity of Colorado Boulder

About this Course

In a world where musical content of all kinds can be found anywhere and everywhere, developing a distinctive artistic brand is critical to any musician's professional success. Whether you're an emerging professional musician or a seasoned pro looking to up your game, you will gain knowledge of basic marketing principles as applied to the performing arts. These principles include using visual and design elements to define your artistic identity, strategies for effective marketing through a variety of media and channels, and developing a social media strategy for their professional brand.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 2 of 4 in the

Musician’s Professional Toolbox: Your Portfolio Career Specialization

Intermediate Level

At minimum, a bachelors degree in music and/or experience as a practicing musician.

Approx. 7 hours to complete

English

Subtitles: English

What you will learn

Identify the character of visual and audio materials that best capture the professional image you wish to project.

Use a variety of demographic and psychographic parameters to define your customer market and/or audience.

Identify marketing channels and how they are used to promote your brand and build your business.

Employ strategies for effective social media content.

Skills you will gain

MarketingEmail CommunicationSocial MediaBrandingEntrepreneurship

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 2 of 4 in the

Musician’s Professional Toolbox: Your Portfolio Career Specialization

Intermediate Level

At minimum, a bachelors degree in music and/or experience as a practicing musician.

Approx. 7 hours to complete

English

Subtitles: English

Instructor

Jeffrey Nytch

Director of the Entrepreneurship Center for Music

College of Music

30 Learners

4 Courses

Offered by

University of Colorado Boulder

CU-Boulder is a dynamic community of scholars and learners on one of the most spectacular college campuses in the country. As one of 34 U.S. public institutions in the prestigious Association of American Universities (AAU), we have a proud tradition of academic excellence, with five Nobel laureates and more than 50 members of prestigious academic academies.

Syllabus - What you will learn from this course

Week

Week 1

2 hours to complete

Defining Your Brand

In this module, you will learn the key components of one’s artistic brand and determine how to use those to communicate your Mission Statement from Course 1.

2 hours to complete

3 videos (Total 77 min), 1 reading, 1 quiz

Week

Week 2

2 hours to complete

Who is Your Market?

In this module, you will learn how to determine the characteristics of your market and how to best meet their needs.

2 hours to complete

2 videos (Total 35 min), 1 reading, 1 quiz

Week

Week 3

1 hour to complete

Marketing Channels and Strategies

In this module you will learn how to determine the best ways to reach and engage your target market through a variety of virtual and physical channels.

1 hour to complete

3 videos (Total 45 min)

Week

Week 4

2 hours to complete

Managing Your Online Presence

In this module, you will learn how to use email, e-newsletters, social media and other online channels in an integrated and holistic way to build and manage your online presence.

2 hours to complete

4 videos (Total 73 min)

About the Musician’s Professional Toolbox: Your Portfolio Career Specialization

Learners completing this specialization will acquire the skills to launch and sustain a Portfolio Career consisting of a range of musical endeavors. Topics include building a professional network, identifying tools for developing a brand, promoting yourself through a variety of channels, developing strategies to find and book performances, and defining and tracking your goals. This course is the first of two specializations making up the Musician’s Professional Toolbox.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.

More questions? Visit the Learner Help Center.

Building Your Artistic Brand