The Mike Curb College Of Entertainment and Music Business
Course Title: MBU 3990 Acklen Record/ Entertainment Group Practicum
Semester: Spring Semester:
Instructors: Dr. David Herrera (460-6908-Cell 419-2954) Office 34 Music Sq. East. Room 226
Dr. Russ Hicks (460-6473) Office: Belmont BMH 223
Course Credit: Section .02/.03 One (1) Hour Credit
Class Location: 34 Music Sq. East Room 201
Meeting Time(s): Class Meeting Time; Monday 5-6PM
Educational Objectives of the Mike Curb College of Entertainment & Music: 1) To provide a personalized, career-oriented and practical education that emphasizes leadership, innovation, private enterprise and entrepreneurship. 2) To equip students with the tools to think critically, communicate effectively, accept responsibility, make successful decisions, and prosper in diverse work environments. 3) To emphasize quality classroom instruction within the parameters of ethical Christian principles.
Course Description: This interdisciplinary course provides the opportunity to work together in a competitive, teamwork situation in the development and the promotion/marketing of recording artists as well as experience the actual operations inherent in a record company and its related activities. The broad practicum experience is representative of the actual operations of representative companies within an environment of applied learning. Students will apply, in whole or in part, project applications within the development, production, promotion, marketing, and distribution of musical content and artists.
Mission:
Acklen Records is project based, educationally driven learning environment designed to engage and develop "hands on" student activity in the development, recording, production, marketing, and distribution of commercial recorded product.
General Educational Objectives of Acklen Record/ Entertainment Group Practicum:
The Acklen Entertainment Group Practicum is a learning workshop for housing student driven and engaged learning activities that complements existing and developing curriculum. This center will strive to be a nurturing hub for the development of applied skills and applied learning projects within existing university resources. Projects fall under multiple cross sectional modules to be developed as needed and implemented under consultation with supervising faculty and music industry professionals as available.
Learning Outcomes: This course generally organizes project based learning through the development and application of the development and execution of 1) Production, 2) Licensing, 3) Manufacturing/Distribution, and 4) Marketing/Promotion. Subgroups may include the application and execution of A&R, legal issues/licensing, creative services, radio promotion, royalty distribution, in-house production, creative design, artist representation/agency, marketing, publicity, and the exploration and development of digital marketing and distribution. Students will be able design, organize, plan and implement/execute projects, as needed, under faculty supervision.
Projects are developed on a “as needed” basis and integrated into modular/departmental units. Projects are based on assigned need and student interest. No one student will be able to complete all modules or departments.
Performance Criteria for Learning Modules/Departments (in whole or in part):
Legal Administration: Students will be able to apply and track the necessary paperwork generally comprising but not limited to the initial issuance contractual development of an Artist’s project including live, performance, studio, and film recording, consisting of the execution of all necessary licensing agreements.
Artist Development: Students will be able to create, if needed, project modules generally comprising but not limited to the developmental activities of all projects including defining market and project feasibility, artist repertoire and live performance development, artist booking, artist image development, and music recording and video pre-production activities.
Studio Production: Students will be able to coordinate and supervise the quality and final outcome of the activities needed for artist’s product production, including master record production, master video production (if needed), mastering CD, CD-i/e and DVD production, as archiving in accepted professional format.
Creative Services Production: Students will be able to design, and create all material comprising, but not limited to the physical and conceptual development of artwork, graphics, product layout, label copy, sell sheets, POP material and their development, Video conceptualization and implementation (if needed), photo shoots, scenery, and any other imaging with product.
Marketing, Sales, and Promotions: Students will be able to design, and execute activities related to marketing and sales implementation including the design and execution of traditional and digital POP/banner development, radio promotion, placement/retail solicitation and account development, Artist in-store appearance coordination, Artist performance booking & promotion, product shipping and distribution, media interest solicitation, public relations, and all other activities intended to develop public awareness and generate Artist’s product sales.
Booking/Showcase/Agency: Students will develop Artist awareness through the development of venue relationships, solicitation of performance venues and appearances for showcase and the Belmont Community, as well as external artists as needed in coordination with Belmont and external to Belmont performances.
Catalog Development & Administration: Students will be able to design and execute activities related to the licensing of finished product including solicitation of product secondary distribution outlets, repackaging, licensing of copyright holdings for mechanical and performance interests, and execute royalty accounting and disbursement as needed for existing product.
Digital Marketing: Students will be able to design, and execute the creation, maintenance, and coordination of web based commerce site for Acklen Records as well additional promotional web sites for Acklen artists. Secondary involvement will involve the design and execution/application of a process for the Internet promotion for the artist through mailing lists, online retail, social networking, and distribution of music online via streaming audio and MP3s. Also coordinate the location of additional online distributors interested in carrying Acklen product in their catalog. Implement and solicit area and 3rd party artists/and distributors to use Acklen site as a sales venue with Itunes or other sites.
Honor Code: It is the responsibility of each student to abide by the Belmont University Honor Code. “In affirmation of the Belmont University Statement of Values, I pledge that I will not give or receive aid during examinations; I will not give or receive false or impermissible aid in course work, in the preparation of reports, or in any other type of work that is to be used by the instructor as the basis of my grade; I will not engage in any form of academic fraud. Furthermore, I will uphold my responsibility to see to it that others abide by the spirit and letter of this Honor Pledge.”
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 the Office of the Dean of Students located in Beaman Student Life Center (460-6407) as soon as possible.
Course Requirements:
1. Attendance: Due to the duration of this course, attendance is critical and absences will affect your overall performance. Every meeting/ lecture will cover material necessary to this course. This course follows attendance policies as stated in the current Belmont University Bulletin—hence if you miss more than seven (7) classes; you may be involuntarily dropped from the course with a grade of “WF.” Additionally:
- Excused absence: Given only if the instructor is given prior notice, and the absence for dire a reason (death in family, accident, extremely sick, etc.).
- Additional accepted excuses are official university sanctioned events with an excuse from the Provosts office
2. Materials: Provided online and in class. .
3. Assignments: Assigned projects are considered complete when a documented timeline for execution along with final product is accepted per “professional” standards by both instructors of the course. Each project should itemize benchmarks, team members participation, and timeline that are developed jointly with the student team. The benchmark as well as the timeline will be measurable and specific. Additionally, each project will be expected to keep a “hard copy” of all activity to be submitted as well as virtual historical archive of learning objectives that can be used to standardize recurring projects types as well as periodic review. It is recognized that initial development of learning objective will be more intensive, but as course progresses faculty will move from an instructional to an advisory capacity
4. Testing: The course is based experiential learning per on project completion. There are no tests per se.
5. Basis of grade evaluation: As assignments are considered opportunities for learning. All projects are pass / fail. Instructors will encourage and provide information and contacts for students to complete all assignments within a team effort. In rare cases, Instructor may request resubmission of any project or will reassign projects to another student and/or teams if the quality is extremely unacceptable. Redone assignments are subject to a final deduction at the instructor’s discretion. Unexcused absences are not considered an excuse for late completion.
6. Class Schedule: TBA Monday Nights 5-6PM. Out of class meetings are expected for individual team projects.
Mike Curb College of Entertainment and Music Business
Acklen Entertainment Group
General
Process Flow/Modules
Team projects/assignments:
Project Leaders: Multiple project leaders will be chosen and rotated in order to maximize all student learning. Project leaders will directly oversee, administer, and document the implementation and coordination of each project. Project leaders will be responsible for implementing activities, reporting student progress, assuring compliance with projected budgets and time schedules, and directly report to Instructors. Projects may be split into sub-categories—each of which will be assigned separate project leaders. Students may belong to multiple teams as well as serve as multiple project leaders simultaneously.
CEMB Showcase Series: Each Showcase will be considered a separate project for the development of a linked Imprint label. Each team/project shall:
1) Design log and name
2) Develop artwork and CD packaging
3) Coordinate recording /production of Showcase winner at Belmont Studio(s)
4) Develop marketing plan for local and digital release.
5) Solicit sales at performances
6) Coordinate local appearances as needed.
7) Develop web page/enhance My space with linked product
8) Develop plan for knowledge sharing with other teams and archival within Acklen data base
Showcase Concert dates as follows:
Rock Showcase Feb. 16, 2007
Other Showcase March 15, 2007
Best of the Best TBD.
Artist Agency:
1) Develop union” roster book representing local and Belmont Artists
2) Develop short form non-exclusive agreement
3) Develop database/contact program for storage of data / leads, gigs.
4) Advance shows/tour support for artists
5) Coordinate local appearances as needed.
6) Develop plan for knowledge sharing with other teams and archival within Acklen data base
Southern Rock All Stars:
1) Develop complementary radio/marketing plan
2) Work internet social networking site and digital distribution placement.
3) Solicit coordinate advancing tour, merchandise sales for tour support.
4) Coordinate local appearances as needed.
5) Develop CD Artwork/Insert for hard copy sales, as well as Web based content.
Indie Artist Development
1) Sign “affiliate” Acklen indie artist (have artist provide content)
2) Determine needs and seek approval to develop content for artist under the folowing categories
a) Internet social networking placement
b) Digital distribution placement
c) Photo shoot/head shot production
d) Set up, edit, stream video content online format/youtube.com
e) Set up short run CD replication (CD design-licensing if needed)
f) Set up execute studio sessions for content development
g) set up agency for venue/tour solicitation
h) develop cohesive marketing plan and timeline for retail
i) Write/send press release/bio/press kit for placement to media doe review
j) Coordinate local appearances as needed.
Other projects TBA
Acklen Student Leadership Team (3-4) Student Leadership Team shall oversee and coordinate all activities under the direction of faculty instructors. Duties include oversee and direct the implementation and coordination of all Acklen activities. Leaders are responsible for coordinating and communicating to instructors regarding all student progress and assuring compliance with projected budgets and time schedules. Leaders shall inform faculty on progress and act as advocate for student activity and projects, as well as reporting projects occasionally to CEMB Board of Advisors.