Music and Media Management

In the Music and Media Management major, the students acquire strategic skills for survival in the intense competition in the media world, as well as the ability to run and manage businesses in an effective and efficient manner. The curriculum also includes the planning, cost calculation and organisation of media projects as well as the production of a business plan in preparation for a business start-up.


No mon, no fun?

Julius Natzel, soon-to-be graduate of the program Music and Media, is writing about the opportunities for musicians with limited budgets to become internet celebrities through targeted online marketing in his Bachelor thesis Virales Marketing erfolgreich gestalten [Successfully designing viral marketing]. Alongside the academic work, Julius Natzel is promoting new musical talent in primary schools.


The Efficiency Rumor

On 10 April, Mounir Mahmalat, a graduate of the Music and Media bachelor program, published a comparative study of the efficiency of German and American opera houses in the Arts Management Newsletter of the Arts Management Networks. He produced this study within the framework of the major Music and Media Management, and at the Northeastern University in Boston, USA, in 2010. The title of this work is, The Efficiency Rumor - Do US-American Opera Houses Operate More Efficiently Than German Ones? - Economic Analysis and Comparison of Twelve German and American Opera Houses. The study attempts to answer the question of whether and in what areas German opera houses can learn from their American counterparts in relation to more efficient use of resources.


Business plan: Short film marketing

The IMM students Julian Martinz, Sebastian Heuckmann and Stefan Haupt (all studying Music and Media) have created a business plan for a company as part of the major Music and Media Management. This combines marketing short films using free online portals with a financing model where large sums are achieved through obtaining many small individual sums from multiple investors ('crowd-funding'). The creation and evaluation of short films are therefore closely associated with the target audience. The content of the business plan therefore included analysis of the market for the video and crowd-funding portals, investigating the copyright issues on the internet, and calculations for a number of years with such a company. During the development of the concept, they were advised by Prof. Dr. Ulrich Klinkenberg and lawyer Stephan Benn.


Business plan: Local journalism and news platform

The transformation of the media landscape has also affected the news industry. In the business plan of Sebastian Bickert, a student of the Audio and Video bachelor program, he describes an idea for a company that starts where today the online journalism of local daily newspapers ends. Information and entertainment are provided in multimedia form for defined target groups, e.g. residents of a city, for which the customers are prepared to pay a monthly fee in the form of a subscription. As regards the product, the content is in the foreground, not the distribution medium. This means that the users can consume the content provided exclusively via the internet on any end devices to which they have access. Through technical innovations and by changing the media consumption and utilisation behaviour, incredible potential is opening up in these times, which is illustrated in this piece of work. The constant availability, multi-media platform, and orientation to the requirements of the user, differentiate the product from existing products of local newspaper publishers. Despite high journalistic quality, the product can be offered at a low price compared to daily newspapers, as there is no need for printing and distribution costs. The business model can be expanded to other areas of journalism, and can be established in numerous location with limited expenses.
The business plan was produced in the course on Business Startup, and was supervised by Prof. Dr. Ulrich Klinkenberg.