Music Marketing and Branding
Manage artistic projects of a musical nature on a professional level
Milan
ITA
Continuing Study Programs
Language
Italian
Start date
November 2026
Frequency
Part-time
Fruition
Blended
Duration
4 Months
Course Coordination
Luca Seminerio, Alessandro Cecconato
Price
2.900 €
You will come into contact with well-known personalities in the music industry
In order to become a professional in the industry and be able to create creative and long-lasting music projects, it is necessary to learn how to manage the three fundamental elements of music marketing: artists, fans and brands. Through this course you will learn how to promote and market an artist effectively, using different marketing, branding and PR strategies. You will learn how to build a consistent image, create an established relationship with fans, use social media at an advanced level and collaborate with record labels and distributors.
The course also includes the presentation of successful case studies and practical workshops on music marketing, social ads and editorial plans.
Please note: When you enrol, you can choose whether to attend the course entirely in person or remotely.
Information to decide
You will visit music business workplaces
The course is divided into two macro areas. The first part focuses on music marketing. Thanks to partnerships with Musa Agency you will learn everything an artist manager needs to know, from the various types of contracts to the relationship with the press. The second part presents aspects and characteristics of music branding. The professionals from Musa will explain how to build communication projects capable of putting the language of music at the centre according to the objectives and values of the brand and the artist. Laboratories and workshops complete and complement the training programme.
The course is aimed at students or enthusiasts who aspire to acquire specific skills in the field of music business, as well as professionals from different fields - such as marketing or communication - who wish to supplement their knowledge in order to develop their professional career.
In addition to a basic knowledge of the evolution of the national and international music scene, a general understanding of the terminology and dynamics pertaining to the world of communication and marketing is required for admission to the course.
Training is distinguished by being:
● Practical. In addition to workshops and laboratories, the course includes a day of fieldwork at the partner premises, Musa. In addition, the trainees will be engaged in mock competitions and group projects. Furthermore, at the end of the course they will develop and present a creative and strategic format for the target brand;
● Complete. Three practical workshops are planned during the course: one dedicated to business English (music marketing), one to social planning (editorial plans and social ads), and one to career service (meeting with leading music business companies);
● Professionally oriented. In previous editions, particularly skilful participants were selected for internships at Musa.
● Contemporary. Through the course, taught by industry professionals, students have the opportunity to develop a high-level network within the music industry, which can be used for future employment opportunities.
Faculty
Course Coordinator
Luca Seminerio
Course Coordinator
Alessandro Cecconato
Head of Marketing & Communications at Sugar Music & CAM Sugar
Alessandro Sugar
Head of label presso CAM Sugar
Alessia Porcari
Head of International Development at Sugar Music
Gabriele Compierchio
Head of A&R presso Sugar Music Publishing
Gianluigi Peccerillo
Head of A&R at Sugar Music
Lorena Lombardi
Head of Music Licensing at Sugar Music Publishing
Samantha Nocera
Head of Promotion at Sugar Music
Massimo Bonelli
Paolo Ceresoli
Giulia Gori
Francesco Pasquero
Matteo Rigamonti
Course partner
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