On this page, you can find the Culminating Experience (CE) Projects for all graduate students from the Berklee College of Music master’s program Global Entertainment and Music Business (GEMB) from 2015 – present. Click on any title for more information and access to the full paper and other deliverables (if available).
-
Sustainability at Environmentally Conscious American Festivals
Zoe Berman
2023The climate crisis is an ever-increasingly impending threat to our planet. While live music events do not constitute a high percentage of overall global emissions, the pervasive cultural influence of music gives festivals the capacity to influence widespread cultural change. As such, music festivals can ignite behavioral changes that reverberate into stakeholders’ daily lives. Furthermore, large-scale gatherings result in over-consumption of sizable quantities of energy, water and natural resources and production of waste, albeit varying depending on the event’s capacity and geographical location. Many festivals across the globe are working diligently to mitigate their carbon footprint and offer greener and more socially equitable programming to reshape the industry status quo. This research highlights five of those festivals within the United States, providing a snapshot of their current sustainability initiatives and offering suggestions for future improvement and expansion. These festivals represent a breadth of sizes and locations (rural versus urban areas, across five different US states). Additionally, in order to account for all primary stakeholder groups within the festival ecosystem, two organizations making noteworthy strides towards greening artist tours and other external facets of festival operations are outlined herein. The contributions of these seven organizations are analyzed using ten United Nations Sustainable Development Goals (SDGs) deemed applicable to music festivals per the triple-bottom-line framework, which accounts for environmental, social and economic sustainability. The influence of festival size and location are discussed, potential areas of improvement are identified and broader implications are outlined, such as a demonstrated need for further standardization and tangible resources for carbon footprint monitoring and transparent reporting, as well as more developed organization and collaboration under industry coalitions built to unify the live music sector in collective climate activism.
-
INOCON 2023
Carolin Böhnemann
2023INOCON stands for Innovative Nomad Music & Technology Conference. It is a free music conference focusing on innovation and its impact on the music industry. As part of the INOCONcert, Berklee students had the opportunity to showcase their talent.
In 2020, the first INOCON was conducted by a group of GEMB and MPTI students. Their vision was to create the first Berklee online conference that gathered music business talks and live streamed performances. The two objectives were to produce a high-quality virtual experience that provides practical, forward-thinking knowledge and opportunities for artists to grow their careers; and to give these artists a platform to showcase innovative solutions in the music industry and performances.
After four years of INOCON solely being present in the virtual world, this year for the first time INOCON was in-person. In that spirit, we aimed to create a community fuelled by our passion for music that goes beyond listening to speakers on stage. We believe in the power of collaboration and interaction. That is why this year, we presented student run panels to inspire others and have the chance to share something you feel deeply excited about. In addition, based on the students’ feedback we acquired music professionals on board to share their stories on topics such as venue management, the future of labels and artists in the metaverse.
INOCON 2023 took place at the CCCC (Centre del Carme Cultura Contemporània) in Valencia on April 29th, 2023. The conference featured a mix of panel discussions, masterclasses, showcases, and workshops... But what is a music conference without music? For the grand finale, students showcased their wide range of talents. Just as diverse and multicultural as our community is, so was this concert. Timeless, non-genre specific and overall epic.
-
Case Study on Amuse and the Independent Music Distribution
Miriam Boulos
2023Taylor Swift, named biggest global recording artist by IFPI in 2022 has captivated audiences worldwide with her empowering success story, while simultaneously shedding light on the flaws and challenges of the music business. This case study aims to analyze how Taylor Swift has managed to disrupt the industry while being an integral part of it, creating a phenomenon known as the "Taylor Swift paradox." By conducting a comprehensive analysis this case study aims to present new insights into the changing dynamics of the music industry by providing a better understanding of the way in which Taylor Swift's career has challenged traditional notions of what constitutes a blockbuster artist and how indie artists can achieve commercial chart-topping success.The positionality of Swift is addressed using qualitative research design combining primary sources including interviews and secondary research methods including data analysis, and content analysis.
-
Popping the Culture, the Podcast
Berta Briones
2023The following pages comprise the Business Plan of an artistic entrepreneurial project in the form of a podcast. The theme revolves around the concept of “Careers only make sense in hindsight”, compiling the rare sight of stories of unsuccess from successful people who do not fit the regular status quo (women, LGBT+ people, non-white) in the entertainment industry. By Entertainment Industry it is understood any consumable creative piece (music, movies, TV shows, influencing, fashion trends) and all fall within the notion of Popular “Pop” Culture. The hardships of ‘making a living’ from this industry are of common knowledge, and it is often that the public is only able to witness the positive highlights (from a traditionally Anglo-Saxon capitalistic framework) of this type of public career. For newcomers and professionals in it, it induces anxiety, for consumers, it hardens their perspective. This series intends to showcase a different side; the unglamourous. A combination of the theme “breaking down the industry” and a word play on the concept of “Pop Culture” as a verb, bring the name Popping the Culture.
-
Disrupción Records Operational Culminating Experience
Alessandro Cabrini
2023For my Culminating Experience, I served as Head of Branding & Marketing Strategy for Disrupción Records. My goal was to revitalize the company's brand and increase brand awareness through innovative strategies. I took on the responsibility of rebranding the company, managing social media pages, and orchestrating marketing strategies and campaigns for both the label and its artists.
During this experience, I developed a holistic branding and marketing strategy that would make a significant contribution to the industry. I focused on enhancing the brand's image, expanding its reach, and engaging with the audience effectively.
One key aspect was managing the label's social media presence. I created engaging content and utilized various platforms to increase visibility. As a result, the Instagram follower count grew by nearly 30%. Additionally, I leveraged merchandise, events, and other creative strategies to create an efficient and successful marketing plan for Disrupción Records.
Through this experience, I acquired valuable skills in branding, marketing, and social media management. The project's success demonstrates the effectiveness of a comprehensive approach to brand revitalisation. The insights gained can be applied to benefit other music industry entities seeking to improve their brand image and engage with their target audience more effectively.
-
The Independent Artist Assessment & Guidebook: Navigating the Music Industry as a DIY Artist
Chloe Carroll
2023This research aims to explore how independent artists in the music industry can leverage their unique brand to achieve success. Recognizing the evolving landscape of the music industry as a commercial entity where creativity, commerce, and technology intersect, the research identifies a crucial gap in the existing literature concerning the specific strategies and methods through which independent artists can capitalize on their brand. To address this gap, the study focuses on an exploration of artists who operate outside the traditional dominance of major record labels and retain full control over their career choices. In the process of this study, the concept of branding is examined, encompassing the distinct genre or style of music, the artist's narrative, visual aesthetics, and overall presence.
In its main objective, the purpose of the study is to develop a handbook that provides artists with both an assessment and guidebook, in hopes to support them in the process of self-analysis. Through a comprehensive framework and practical exercises, the guide empowers artists to define their identity and, thus, their overall brand. This encompasses qualities like musical style, target audience, personal narratives, and visual aesthetics.
By acknowledging the importance of self-assessment and brand development, the research provides a valuable contribution to the field of music industry studies, supporting artists in their pursuit of success, regardless of what that personal pursuit looks like.
-
Business Plan – Muse
Pedro Chalela
2023Muse is a Brazilian platform that connects artists and independent labels with individuals that would like to have exposure to an alternative investment source: music recording rights.
Over the last decades, a number of artists have gone independent. Most of them claim that the record labels – especially the Majors – impose a number of excessively abusive clauses in the record contracts and stay with most of their masters rights. Two factors can justify why big labels operate like this: the competitive dynamics, and the risk they have by investing in an artist (the proportion of signed artists who recoup the Majors’ invested capital is of approximately 10%). On the other hand, the record labels still have a fundamental role within the record industry – most of successful releases are backed by them.
What if independent labels had more power within the record industry? That was the question that originated Muse’s value proposition: democratize the music investment in Brazil, empowering the independent stakeholders of the record industry. By bringing additional capital inflow from individuals into independent artists and labels, Muse provides them with an additional competitive advantage, and, as a result, contributes with a healthier and fairer market dynamic.
-
Business Plan for Artist Management Company
Alex Fisher
2023My culminating experience is a business plan for an artist management company, specifically targeting the market of Nashville, TN.
-
Business Plan: Dazzling Agency
Valeria Flores
2023The following business plan outlines the details of the startup, Dazzling Agency. Dazzling is an innovative artistic incubation agency dedicated to empowering aspiring artists and influencers to excel in the dynamic and competitive entertainment industry. At Dazzling Agency, we understand the challenges and complexities that artists and influencers face in navigating their careers. Our goal is to provide a wide range of services and tailored solutions that equip talents with the necessary tools, knowledge, and support to succeed in their artistic endeavors. We foster an environment where talents can collaborate, learn from each other, and expand their network, creating additional channels for creative discussions and opportunities.
-
DH Entertainment
Daisy Hou
2023DH Entertainment is a start-up music company focused on facilitating the entry of Chinese artists into the US market and expanding their global reach. By leveraging the vast music consumption in China and the talent pool available, The company aims to introduce a new wave of fusion music to the diverse Western market. Starting with consulting and management business, a strong clientele and reputation are to be built before expanding to record label services to scout and develop undiscovered artists. Despite the saturated US music market, DH believes in the potential for a unique music style to add depth and foster fusion between Western and Eastern influences. With a clear vision, passion, and meticulous analysis, DH Entertainment strives to lead the successful exportation of Chinese music and artists to the Western market, reshaping the global music landscape in the process.
-
A La House Records
Paulina Johansson
2023A La House Records is an all female collective and record label that cultivates and enhances the careers of women in electronic music, across all roles. It is an Operational Project founded with the purpose of centering more women in electronic music by arming them with the tools to break down the barriers to entry and realize success. By offering unconventional label services, A La House Records is in a unique position to bridge the gap between women in the music business with female artists and creators.
-
Business Plan for Hepta Music LLC
Laura Kaae
2023This is a business plan for Hepta Music LLC, a Copenhagen-based artist’s service organization that provides comprehensive support and opportunities to contemporary Nordic artists and composers. Hepta works on a release-by-release basis, allowing artists to retain full copyright ownership while benefiting from label, publishing, marketing, and strategy services. Hepta creates customized album release campaigns for each artist, considering the most viable release formats, channels, and potential revenue streams. Additionally, Hepta fosters a sense of community among artists through physical events, online platforms, and networking opportunities. Recognizing a hole in the market and a need for artist-friendly and industry-savvy release opportunities for contemporary artists and composers, Hepta was born, with an initial focus on the Nordic region, known for its rich musical heritage and supportive arts foundations. With a team of experienced professionals and an advisory board, Hepta envisions maximizing the artistic and commercial potential of contemporary composed music.
-
Time Drift
Philipp Körbler
2023The following report is a business plan for Time Drift, a reissue label and publisher focused on unearthing and re-releasing private press records on well-crafted and diligently curated physical media, finding new life for the music in placements in film, television, and other contexts. Over its first three years of operation, the label plans to keep itself to a release schedule of one album per year. The focus in this report will primarily be placed on the operations of the record label and the specific plans for its first release. This entails the reissue of an album by a gospel group based in Gary, Indiana, called Bibleway, who released an album entitled “Tears” in 1977. The plan is to press 500 copies of the album on a high-quality single vinyl featuring two bonus tracks and an insert with liner notes covering the story of the group and providing details on the wider historical context of the release.
-
A Comprehensive Analysis of the Dynamics and Transformations of West African Music Industries since Independence. A focus on Sénégal, Ghana, Nigeria & Mali.
Liobhan Lignel
2023This research paper presents a comprehensive analysis of West African music industries since Independence, specifically examining Sénégal, Ghana, Nigeria, and Mali.
Through extensive research and interviews, this study explores the influences of globalization, colonial legacies, music genres, musicians' political activism, government policies, recorded music market evolution, distribution systems, piracy, key industry players, the live sector, intellectual property environments, music promotion and media, and artist-led initiatives with an emphasis on education.
The research aims to provide a holistic understanding of the West African music industries, shedding light on their historical, cultural, and socioeconomic dynamics. It contributes to scholarly discourse, serving as a valuable resource for researchers, scholars, and practitioners interested in West African music and its societal significance.
This research holds relevance for policymakers, industry stakeholders, and professionals by informing decision-making, strategy formulation, and sustainable development efforts within the West African music ecosystem. It also highlights the relationship between music, politics, and social activism, and suggests strategies for a vibrant and sustainable music industry, emphasizing education, artist-led initiatives, and intellectual property protection.
-
Disrupcion Records Operational Culminating Experience
Taylor Lines
2023An operational CE, acting as head of A&R for Disrupción Records. The main responsibility as Head of A&R was to oversee the creation of a diverse imprint system and artist roster for the 2022 - 20223 year. This included helping the imprints create their specific direction, assisting in finding artists to sign, developing the sounds and image of their artists and supporting the process of releasing artist work. The Disrupcion team worked in tandem to ensure the success of the label this year, submitting an operational report and presenting on the process, strategies and outcomes of running Disrupcion.
-
Business Plan: BootsCats
Anna Lino
2023BootsCats explores the art of artist acceleration through a dynamic methodology that aims to provide emerging electronic dance music artists with a 12 month roadmap to build sustainable success.
-
Bridge the gap between East and West: The comparison on monetization between Eastern and Western music digital service providers
Simai Li
2023The dynamic trends in the music streaming economy, the lack of English literature about China's music digital service providers (DSPs), and the author's personal interest and experience compound the reasons for choosing this research topic. The CE project, as a research paper, seeks to address two questions: What are the differences in monetization strategies between Eastern and Western music digital service providers? How can they leverage each other's strengths to foster growth and innovation? A comparative case study method was chosen, focusing on Tencent Music Entertainment Group, Cloud Music Inc, and Spotify Technology S.A as the main samples. The paper's contribution lies in providing a systematic review of the time evolution and market positioning of music DSPs in China. It discusses revenues from online music and music-based social entertainment, while offering insights into potential revenue streams such as content creation and refined musician services.
-
Off the Record: custom-made Live Sessions!
Ginevra Miccadei
2023“Off the Record” is an LTD production company focused on live recording sessions filmed in a professional recording studio, giving the artists and/or professionals of the industry high-quality promotional material recorded in both the audio and video format.
“O the Record” will be promoted as a production company aimed at helping emerging artists in getting valuable content for promotion, filming the gaps of record labels in terms of product development and even showcasing venues. While labels are mainly focused on the release of products, this company focuses on providing the artist with extra material they can use in different situations, from promotion to applying for festivals and getting gigs. The company would be collaborating both with unsigned and signed artists through partnerships with their label to improve the overall marketability of their artists.
The reason behind the creation of “O the Record” is to help developing artists get high-quality and professional content that could help them stand out when trying to perform at gigs or pitching their musical projects to professionals in the industry. At the same time, it allows all stakeholders in the industry to extend and showcase the services they provide gaining high-value promotional products through collaboration and exposure on social media channels.
-
Kazakhstan Music Export Office
Aigul Moldabayeva
2023This culminating experience presents a business proposal for a music export office in Kazakhstan. The establishment of this office aligns with the government’s desire to foster the growth of the creative industries in the country. Music export offices have a long story of promoting artists through collaborations and partnerships, benefiting various stakeholders in the music industry. European countries have successfully utilized music export as a tool for soft diplomacy, while entities like South Korea’s “KOCCA” and Australia’s “Sounds Australia” have demonstrated significant progress over the past decade. Opening export office in Kazakhstan would benefit the economy, create new workplaces, stimulate the local music industry’s growth and directly impact related sectors such as tourism and technology.
Throughout the paper we will explore the proposed activities of the export office, examine the necessary budget considerations, discuss pricing policies and overall dive deeper into the dynamics of Kazakhstan’s music market. Given the limited availability of data on the country’s music industry, the research methodology employed for this study involved analyzing interviews conducted with export offices, consulting companies and music industry professionals from Kazakhstan. Additionally, insights from articles, official reports, and essays from specialized sources such as CISAC, Goldman Sachs, Sound Diplomacy were considered.
The research process provided me with valuable experience in conducting professional interviews, analyzing data, projecting financials, and strategically planning a comprehensive business plan.
-
A Business Plan for Thailand Music Export (TMEX)
Mariah Mu
2023The project presents a comprehensive business plan for 'Thailand Music Export (TMEX)', a proposed entity envisioned to propel the growth of Thailand's burgeoning music industry. Drawing from the recent global recognition of Thai artists and the proven models of established and emerging music markets, the project aims to bridge the current gaps in the industry – lack of financial backing, insufficient understanding of the global music landscape, and dearth of platforms for international exposure. TMEX, as a government-backed organization, will focus on 'Music Export Activities' and 'Industry Development', facilitating the international projection of Thai artists and establishing a robust industry infrastructure. The project anticipates that TMEX's implementation will not only cater to the local music industry's pressing needs but also stimulate related sectors such as tourism and the broader creative industry.
-
Exploring the Intersection of Policy and the Live Sector
Anna Nguyen
2023Research exploring the intersection of policy and live music begins with a broad question: what policies influence the live music ecosystem? The objective of this research is to identify and examine those policy factors and critically assess both their contents and implementation to provide a framework for all stakeholders to understand the most important policy considerations when it comes to live music. By performing a regulatory assessment of the policies and implementation tactics of mature live music markets of selected cities known worldwide for their successful and vibrant live music scenes, this research aims to discern what policy considerations and strategies are instrumental in nurturing a vibrant live music scene.
-
Disrupción Records
Andrea Peters
2023This research paper examines Disrupción Records, an unregistered student-run label sponsored by Berklee College of Music. As a decentralized and democratically inclusive environment, Disrupción Records operates with a focus on youth, independence, and authenticity. In 2023, the label underwent a branding transformation to professionalize its practices and reinforce its core values. The new branding aims to enhance marketability and establish an iconic presence. Disrupción Records serves as a platform for creatives from diverse backgrounds, regardless of their concentration, language, territory, or image, fostering a sense of community and amplifying their work as part of a creative collective. The 2023 team has prioritized transparency and inclusivity, creating a nurturing space for underground and undiscovered talent to connect and support each other on both local and international scales. Through an analysis of Disrupción Records, this research paper explores the impact of student-run labels in empowering emerging artists and fostering a collaborative and inclusive music industry.
-
Trigger City Marketing: Local Pathways to Global Success
Hien Pham
2023This master's thesis (Culminating Experience) explores the concept of hyperlocal marketing and Trigger Cities in the music industry, focusing on their relevance and application in music business campaigns. The aim of this thesis is to propose a comprehensive definition of and provide criteria to identify Trigger Cities, then highlight their historical context and potential for breaking into global markets.
-
Rocker Science Business Plan
Antonio Rosales Cantorín
2023Rocker Science is a talent management agency born from the idea of contributing to strength rock music made by Iberoamerican artists.
There is a lack of music business professionals paying attention to non-mainstream music, specially when it comes to Rock Music genres like Hard Rock, Grunge, Metal, Alternative or Punk, made by artists from Iberoamerican countries. In this territory there is sustained growth in Latin Music, however rock artists are still displaced, dispite the big presence of talent. As an answer for these unsatisfied demands, we propose the creation of a Talent Management Company that provides Artist Management and Booking Services focused in covering specially this very big nich.
The main goal of the company is to provide knowledge to Iberoamerican rock artists for promoting their careers and reach their main audiences with a music exchange vision, contributing to both local and global Music Industry.
-
Chapter 2 Entertainment
Vedansh Shashvat Mishra
2023Chapter 2 Entertainment is conceived from a passion to bridge cultural gaps in music, exploiting underrepresented markets. This project aims to position Latin and Spanish artists in burgeoning Asian music markets, using a unique consultancy model. The project involved rigorous business planning, market research, financial planning, and pricing strategies. The Business Model Canvas was pivotal, shaping the company’s structure and value proposition. The project unearthed a lucrative venture in relatively unexplored territory, offering insights into market dynamics and cultural nuances. The process presented challenges, especially in financial projections and understanding the market. New competencies in business planning and pricing were gained. The project introduces a new perspective in music consultancy, contributing to the field and hinting at promising prospects in the Indian market. It suggests a scalable model for other niche music genres and markets.