Strategies for Integrating Music Business Studies into Traditional Music Schools

ABSTRACT

In response to ongoing shifts in the classical music landscape, the competencies necessary for navigating professional music careers are becoming increasingly multifaceted. Select music schools are providing a solution by offering specific courses in music business. A study was conducted at Texas Tech University to examine how music business courses can best be integrated into existing music programs. Situational analysis uncovered how current music business offerings serve students and the unique challenges they encounter. Similar schools in the region were interviewed in depth about their motivations and methods for incorporating this course area. Finally, a survey was distributed to students in the chosen school to assess their attitudes towards potential course and degree options in music business. Through consideration of the information gathered, a music business certificate and minor proposal was drafted for the chosen school. The findings of the study produced several strategies which serve as foundations for the integration of music business studies into traditionally structured music schools. This demonstration presented how these can be applied to any program. It offered tools for advocacy, the essential next step in ensuring we prepare music graduates for the workforce. This presentation actively engaged participants by discussing universally applicable circumstances across music programs. Interested individuals were encouraged to stay connected with future developments after leaving the conference and returning to their respective institutions