BELMONT UNIVERSITY -CONCERT PROMOTION AND BOOKING

Fall Semester 2007

MBU 4830 3:30-615 PM Wed.

Instructor David Herrera

Phone: 460-6908 Cell-419-2954 Office RM 227 MBC

E-mail: herrerad@mail.belmont.edu

Office: 34 Music Sq. East

Introduction:

This interdisciplinary course is designed to give students the opportunity to work together in a competitive, teamwork situation in the development of, and the promotion/marketing of actual concerts in local venues off campus. The purpose of concert promotion is to give students the maximum exposure of the actual application of the concepts and skills that are involved in the promotion of music concerts reflective of the reading and instructional material presented in class. During this semester, you will pursue the promotion of concerts at small local venues. Both semesters will entail the direct application of media development, press coordination, marketing, development-implementation of promotional activities, event set up, and talent acquisition.

Course Desciption:

Concert Promotion and Booking (3). Prerequisites: MBU 352 or permission of instructor. A study of the role of the concert promoter and the organization of concert promoting, including contracts, riders, venues, audience projections/demographics, and finance (budgets, corporate sponsorships, gate receipts, etc.).

Course Outcomes/Objectives:

• Gain insight/define and gain practical applications for concert promotion/promotion
• Understand the process and gain insight into the ongoing study of contemporary issues and problems relating to the concert promotion/touring both as an independent artist and as a buyer recording industry.
• Understand the fit and relationships within concert promotion/touring and gain experience soliciting venue, talent, and the coordination of promotional activities related to course content.
• To create an awareness and sense of appreciation for the complexities and politics involved in concert promotion
• To stimulate the development of professional qualities/time management leading to professional excellence in concert promotion, including: responsibility, dependability, initiative, and respect for self and other team members.
• To define the component parts of concert promotion (set up / confirmation / execution / settlement) & understand the different factors that affects the responses of promotional effectiveness to audience attendance.
• To understand the central position of media planning, media buys, publicity, and the organization and purpose of the media plan and buy.
• To identify the critical elements in soliciting sponsorships as well as the attribute of effective proposal writing.
• To offer opportunities to engage students and community partners in community service learning though engagement of activity.
  
  

Performance Criteria

• Students will be able to create and apply the component parts needed for the projecting a revenue stream for an activity or concert.
• Students will be able to forecast, set up, promote, and execute the marketing and settlement of a typical event/concert.
• Students will apply the professional qualities of time management, leading to professional excellence in project management, project design, and team excellence with respect for self and other team members.
• Students will understand, evaluate and then apply the operational elements of mounting an actual concert in an external venue.
• Students will be able to research and create a sponsorship proposal for an activity or event/festival.

Text and Materials

1) How Not To Promote Concerts and Music Festivals. By Hal Abramson. Available in bookstore and internet. 2007 edition.

2) Performing Musicians should purchase Billboard Musician's Guide 23rd Edition: available online ASAP, Price: $ 15.95 See Billboard .com and click “directories” or try Davis Kidd Bookstore. This is a cheap and useful tool for tour design at the indie level.

3) Additionally, please bookmark http://www.starpolish.com/advice and print and read these sections before discussed in class

Section “Booking Shows And Performance Marketing”

22. Booking Local / Club Shows

23. Case Study: Increasing Club Draw

24. Booking College Shows

25. Case Study: Booking College Shows Without Using NACA

26. College Performance Contract

27. Booking Non-Traditional Shows And Events

28. Booking Agents and National Touring

29. Performance Marketing / Tour Support

30. The Art of Showcasing

4) Christian Music: Tips on promotion of concerts. Jeff Roberts and Assoc. http://www.jeffroberts.com/promoter.html

5) Tour management http://starpolish.com/advice/print.asp?id=92

6) Additional supplementary material (contracts-agreements-spreadsheets) will be provided as at campus.belmont.edu/herrerad Please check frequently for updates

COURSE PROCEDURES AND POLICIES

1. Attendance: Due to time lines, class attendance policy is more critical than Belmont Policy. Attendance will be taken at each class and is 15% OF YOUR GRADE. .Additionally, we will also follow the guidelines presented in the current Belmont University Catalog. However, due to timeliness of class, attendance is expected—especially if teams are meeting. Occasionally class will be cancelled for team preparation: Check web site for notice.
2. Prepared Assignments/class projects: The student will be given written assignments and projects to complete weekly and throughout the semester.
3. Class Notes: All exams/Quizes/work assignments will be derived from material presented in class and readings, so it is expected that notes will be kept and reviewed periodically. You will be asked to read assigned readings before class, as well as keep a log or notebook for projects for inclusion in status report.
4. Exams and Quizzes: In addition to mid-term and final exams, quizzes will be given at the discretion of the instructor along with work to be completed outside the classroom. Quizes will reflect readings, and all materials presented. No test or quiz will be “made up.,” Excused absence per official University Function of activity with a note from Provost. Excessive unexcused absenteeism will result in a reduction of the course grade at the instructor’s discretion—with warning to student prior to action. Guest Speakers may be used, and students are responsible for all material presented in class from lecture, readings, and guests for testing purposes. If you want to receive a respectable grade in this class, you will need to make it a point to be present for every session.

Grading:

A. 15% Attendance / Participation in class

B. 30% Assignments and weekly status reports

C. 10% Quiz / Tests /

D. 30% Off /On Campus Concert Projects—Small Teams (Spring option-Latin Street Fair)

E. 15% Final Exam (and/or Final Event Implementation)

Assignments: Projects will survey various application driven assignments and presentations. Will incorporate the following from reading/class materials and implement into actual projects due for outside class concerts:

1. Weekly Status report from team for team project

2. Offer Sheet-talent acquisition

3. Offer Confirmation-documentation of deal points for both venue and artist

4. Contract Budget / Settlement Sheet-projection of expenses

5. Performance Contract: confirmation document negotiated with Artist-

6. Tech/Hospitality Rider (as needed)

7. Expense Sheet: Projection for complete Show/venue of students choice

8. Production timeline” Load in / Load Out specifications: applied to Artist (Fall); Artist/Vendors (Spring).

9. Marketing plan/timeline and cost sheet (design of promotional activities off campus)

10. Creative design of artwork/posters

11. Tour set up-agency representation and incorporation of activity within Acklen Entertainment.

Curb Café and Class Concert Activities:

Off campus: Small teams will be formed for the set up/booking/promotion and settlement of actual concerts in local venues. Details will be delivered in class. All class members are expected to attend two (2) other concert s beyond their team assignment—as well as assist in street level promotions for all activities. Grading will be split between the set up/promotion of the event and the execution of the event.

On Campus--Curb Café: Dates: November 16/23/30, 2007

Class will be responsible to design, market, and promote a series of event at the Curb Café for the general student population as well as external audience. Events are design to be implemented on every Friday beginning in March 16-April 27, 2007. This will teams and class design of promotional concepts, solicitation, talent buying, confirmation, load in/load out, and general execution of the artists and all promotional activities. A small budget will be utilized for these events to be discussed in class. Acts will be proposed and set up on approval by Instructor and the CEMB.

Latin Street Fair (Optional): Class will be directly involved in the set up of the Nashville Latin Music Street Festival to be held Saturday May 3^th, from 8AM-6PM at Belmont University. Group teams will be distributed and managed by students’ team leaders with firm responsibilities and assignments. Class time will be utilized for this activity, but may need “outside time” in group setting for set up and development of promotion plan. .

Outside Activities: Partnerships will be developed with external partners incorporating student assistance with outside events. Students will be assigned one event and are expected to complete and assist as professionally as possible. Grading will be completed by external supervisor.

In general for all activities, students will need to form groups that will coordinate into activities for the event in relation to the class material such as:

· Press coordination/ Development of radio/TV spots

· Development of activities / Solicitation/booking of participants

· Placement of marketing displays / Execution of event

· Set up of agency/local artist representation

Quizes: You will be given take home quizzes based on reading assigned and extra-external reading on the web for reflection on activities as the semester progresses. You are to take each quiz and integrate with material from other external classes (such as marketing, management, publicity), as well as explain how each segment might be improved from a class integration standpoint. Details to be discussed in class.

COURSE TOPICS AND CLASS SCHEDULE

All dates/activities subject to change—please be flexible.

Accommodation of Disabilities. In compliance with Section 504 of the Rehabilitation Act and the Americans with Disabilities Act, Belmont University will provide reasonable accommodation of all medically documented disabilities.  If you have a disability and would like the university to provide reasonable accommodations of the disability during this course, please notify Tammye Tanksley, Director of Counseling & Developmental Support in the Office of the Dean of Students (460-6407) as soon as possible.