Whether you’re a music-loving marketer wanting to break into the industry or a musician aiming to chart your singles, our BA (Hons) Music Marketing course will give you the toolkit and experience to develop audience and fan communities through smart and innovative marketing. Across this three-year degree, accredited by both the Chartered Institute of Marketing (CIM) and the Digital Marketing Institute (DMI), you’ll learn groundbreaking music marketing techniques to help you dominate your niche, while exploring the intricacies of today’s artist/fan communities and tomorrow’s developing trends.  

In an industry where more than 120,000 tracks flood Spotify daily, getting noticed is the ultimate challenge. Designed for the next generation of music executives, ICMP’s BA Music Marketing degree will see you immerse yourself in a hands-on cutting-edge curriculum delivered by esteemed ICMP tutors – all leading music and marketing executives in their own right. With regular exclusive guest lectures and networking events, you’ll step into the world of music marketing in style across this exciting ahead-of-its-time course.

Learn How to Create Content

The BA (Hons) Music Marketing blends academic, theoretical and practical learning, and encourages a truly global perspective. You’ll create effective marketing strategies, developing a strong understanding of how to build an audience, maximise reach, and gain exposure and traction across international markets.

You’ll work on real-world music marketing briefs and campaigns for clients as you build a robust marketing portfolio and explore everything from entrepreneurial skills and video production to market research, artist development and label management. You’ll be supported in your music marketing career by both our ICMP marketing tutors and the exceptional The Hub career team. Plus, as an ICMP student, you’ll have access to our high-tech recording studios outside of class hours, empowering you to explore any path you’d like your music career to take, either as an artist, marketer or entrepreneur.

digital marketing for musicians course

This cutting-edge degree will give you the tools and experience to work in a range of music marketing areas, from digital campaign management and social media content creation, to public relations and even podcasting. Learn the latest in AI Marketing, learning how to harness generative and assistive AI to optimise your workflows. You’ll also get hands on to elevate your digital marketing skills by exploring video and audio production and graphic design, with all course students receiving a free subscription to Canva Premium.

You’ll thrive in ICMP’s highly creative environment, where you’ll collaborate with fellow students to create effective marketing campaigns, using ICMP’s rich talent pool as inspiration. You’ll also have the opportunity to take part in real-world pitching experiences and complete music marketing work experience in return for course credits. For your final project, you’ll craft a go-to-market strategy for a product or artist of your choice, delving into the world of music marketing in full stereo technicolour.

Chartered Institute of Marketing (CIM) Accredited Degree


The CIM is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. ICMP has joined forces with CIM to give you the opportunity to gain professional qualifications through the CIM Accredited Degree partnership. CIM qualifications are highly sought after by employers, and the organisation's content is reflected in our own degrees. This ensures we'll equip you with the best opportunities for a successful marketing career.


Digital Marketing Institute (DMI) Accredited Degree


The DMI is the proven global standard for digital marketing certification. Operating in 135+ countries, the organisation has over 200,000 members and more than 25,000 certified professionals. ICMP's partnership with the DMI gives you access to its considerable digital marketing expertise, gained through years of work with global marketing teams, blue-chip companies and the world's leading education brands.


This course is sponsored by our industry partners:


Our supporting industry partners are:


Alongside generously sponsoring courses, rooms and providing equipment, our industry partners offer ICMP students access to exclusive discounts, events and opportunities.

Why study at ICMP?

At ICMP, we know that succeeding in the creative industry is about more than talent; you need to understand everything from marketing and business management to how you can innovate, disrupt and grow in a crowded market. As London’s leading music educator, we have global industry connections and state-of-the-art facilities, giving you access to valuable contacts and opportunities you won’t find anywhere else. And we’ll use those contacts to help you find industry experience, internships, and employment - or if you’re trying to get established as a musician, we’ll help you seek performance opportunities and showcase your work. Add to that the small class sizes and close-knit campus that give our courses a supportive, family feel and you'll realise there's nowhere better to study your creative undergraduate degree than ICMP.

options_icon.pngOur flexible undergraduate business courses have been designed to offer you the opportunity to change pathways in your second year. Once you’ve successfully completed your first year, if you find yourself drawn to a related area – like events management or music business – you’ll be able to seamlessly switch to any of our School of Music Business programmes. To find out more, just chat to our Admissions Team.

Industry opportunities

Whatever your course, our enrichment events and industry boot camps give you opportunities to tailor your learning and enhance your understanding. Designed and updated each year to fit around the core undergraduate programme, sign up to specialist workshops, talks and more while networking with industry professionals. You'll hear from entrepreneurs, UK brands and marketing agencies about influencers, gamification, PR, pay-per-click advertising (PPC), AI, copywriting and more.

At the end of your time with us, you’ll graduate as a confident marketing professional, ready to enter the music industry in a range of vibrant roles, whether at a record label, radio station, music tech company, music festival or somewhere else entirely.

Digital marketing jobs were some of the fastest growing in the UK last year, according to data from LinkedIn, which shows a 52% rise in demand for such roles."
Marketing Week 2021

Fees & Funding

Course Fees: UK Students | EU/EEA/International Students

Please visit our Fees pages for information on access to Student Loans.

Programme Handbook

Click to view the full terms and conditions of applying to study at ICMP.

ICMP Music School Logo

Successful completion of the BA (Hons) Music Marketing course leads to the award of Bachelor of Arts degree by The Institute of Contemporary Music Performance.*

*Subject to Validation


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Key facts

  • Accredited by the Chartered Institute of Marketing (CIM) and Digital Marketing Institute (DMI).
  • Learn from leading UK music and marketing executives, brands and agencies.
  • Develop transferable marketing skills to work inside or outside of the music industry.
  • Learn how to harness generative and assistive AI to optimise your workflows
  • Work on real-world projects with esteemed industry partners.
  • Collaborate in a creative environment with students from ICMP’s rich talent pool. 
  • Build a robust marketing portfolio including marketing strategies, video productions, podcasts and visual branding.
  • Gain hands-on live event marketing experience collaborating with talented artists on campus.
  • Understand AI prompts and visual branding with a free Canva Pro subscription.
  • Graduate career-ready for a smooth transition into the world of music marketing.
  • Apply Now
Professional Qualifications

This course is accredited by both the Chartered Institute of Marketing (CIM) and the Digital Marketing Institute (DMI). Upon completion of your first year, you'll, receive a Certified Digital Marketing Associate (CDMA) professional qualification from the DMI.  Upon graduation, you'll be eligible to receive CIM's Certificate in Professional Digital Marketing qualification, in addition to your BA (Hons) degree. This means you'll graduate with three industry-recognised awards.





On the first year of the BA (Hons) Music Marketing, you’ll gain an introduction to the world of marketing, while also investigating the ins and outs of the music industry. You’ll learn how the multi-billion-pound industry operates, and look at the ways marketing is used to promote artists, brands and releases. You’ll also explore the basics of digital marketing, covering everything from content creation and visual branding, to influencer marketing and research methodologies.


Music is creative; it’s a sector of performance, talent and entertainment. But it’s also a money-making industry, powered by everyone from huge international companies to up-and-coming entrepreneurs. To truly thrive in any music business career, you need to know how the industry operates. In this module, you’ll learn about its core structures and functions while exploring how the main industry sectors – recorded music, live music and publishing – work. You’ll discover the different kinds of music business organisations and examine how they work together, leading to a solid holistic understanding of the music business to help you find and follow your path.

  • Music industry fundamentals
  • Exploring the recorded, live and publishing music sectors
  • The role of music copyright and collection societies
  • Plan your music business career path

Introduction to Marketing

This comprehensive introduction to marketing covers everything you need to know about the purpose of marketing, including best practice techniques for attracting your target audience, tips on managing your reputation, how to work with influencers, and the best way to analyse your online performance using data. You’ll also learn how to apply this knowledge to a digital context, using product, service, pricing, distribution and promotion strategies to attract attention and drive action. 

  • The fundamentals of digital marketing
  • Where to find your target audience
  • How to build and retain customer relationships
  • The power of market research and customer insights
  • How to implement digital marketing strategies


Your online presence and the content you create are intertwined. Creating and posting shows you’re active in the digital world and helps you connect with your audience. In this module, you’ll learn how to create content assets that fit your goals and suit your audiences. You’ll discover why a compelling online presence is essential in marketing plan development for all businesses and explore the various social and digital platforms, learning how to tailor content to each. You’ll also learn about the technical side of social media, including management tools, analytics, social listening, outreach and more.

  • Learn to design tailored digital content
  • Understand platform-specific needs
  • Social tools and analytics
  • Search Engine Optimisation (SEO) and targeted advertising
  • Social media governance and reputation management
  • Learn creative ways to stand out online


These days, the modern music industry is run by entrepreneurs. This module equips you with the key skills to join this evolving tribe and step off the beaten path to create something of your own. You’ll explore what it means to be a music entrepreneur, considering how new ideas are formed, the process of turning those ideas into reality, and learning what makes some people better entrepreneurs than others.

  • Music entrepreneurship essentials
  • The traits of successful entrepreneurs
  • The role of entrepreneurs across organisations
  • Entrepreneurship challenges
  • How to manage risks and finance and think creatively

Market Research

The best marketing plans are rooted in thorough and thoughtful research. With the right insights, you’ll know where to find your audience and what to say to them. You’ll know which customers are worth pursuing and what they think about your brand, product or service. Without these insights, your content risks failure. In this module, you’ll learn the steps involved in market research, as you explore problem formulation, research design, data collection instruments, data analysis methods and the presentation of research findings. At the end of the module, you’ll turn your collected insights into the foundations of your very own marketing plan, with data informing your strategy.

  • The importance of market research
  • Typical market research steps
  • Quantitative and qualitative research design
  • Data collection and analysis techniques

Music Marketing & Release Strategies

Making music is one thing, but successfully releasing and marketing that music is a whole other challenge. This hands-on module will help you get your releases right, providing practical knowledge of music marketing, release strategies and digital distribution. An immersive and highly innovative module, you’ll watch as your classroom is turned into a record label microcosm. Partnering with The Orchard, all sessions will replicate a label services organisation with a label manager (tutor) and graphic designer (teaching assistant) running label management meetings, A&R sessions and briefings.

  • Hands-on music release experience
  • Collaborative sessions with The Orchard
  • Role play in label meetings and A&R sessions
  • Guest lectures by industry professionals

Your second year is a chance to delve into the finer details of music marketing, as you explore talent management and learn about music licensing and copyright. You’ll discover marketing communications in all its glory – from how to market live events and music festivals, to campaign planning experimentation and content creation.

Talent Management & Artist Development

How can you find and nurture the very best talent? If you’re keen to set up a talent management business of your own, where do you begin? In this module, you’ll explore the legal, commercial and practical sides of talent management, gaining a foundational understanding of how it all works. Then you’ll learn about the process of discovery, assessment and development, focusing on the diverse range of management roles and the skills you’ll need to succeed in the industry.

  • Create artist development plans and proposals
  • How to set up a music management business or agency
  • Protecting talent–manager interests
  • How to build the best artist team


Attracting the attention of your audience is only the first step. Once your customer is looking in your direction, you need to send the right message, in the right way – and that means carefully planned marketing communications. A brand’s marketing communications can include advertising, direct marketing, sales promotion, public relations, guerrilla promotion and more, all of which take place online. In this module, you’ll explore all aspects of marketing communications and learn how and when to use them.

  • The importance of marketing objectives
  • How to convert leads to sales
  • Changing brand perceptions
  • Maintaining customer relationships
  • The components of a marketing plan


With media-rich websites increasingly using video content, this highly practical module gives you the skills you need in digital production, including how to plan, shoot and edit video content, and how to create and polish audio. You’ll deep dive into the technical aspects of industry-standard video and audio editing software, and see how historical, cultural, political and artistic developments influence editing techniques and practices. You’ll get to grips with a variety of editing concepts – such as montage and dialectical approaches – and touch on theories like Walter Murch’s ‘Rule of six’ key components that make a cut. It all leads to the production of highly practical content, ready to showcase across your growing portfolio.

  • Digital production skills for video and audio
  • Get hands-on with industry-standard editing software
  • Audio and video podcasting
  • Produce content for your portfolio


In this module, you’ll explore the tools needed to successfully market your own events and festivals. You’ll examine audience patterns and attendance as you evaluate case studies and analyse industry data. You’ll discuss tactics to grow and retain your customer base, like the motivation and beliefs of audiences. When investigating factors that impact audience attendance, you’ll look at different promotion and engagement methodologies, contemplating how individuals and organisations can best use the tools available to them. Interaction with ICMP’s music industry marketing partners is especially encouraged in this module, so you’ll learn first-hand the promotional practices of ticketing companies, in-house marketing teams and events marketing agencies.

  • Event and festival marketing techniques
  • Audience retention tactics
  • How to grow your customer base
  • Gain first-hand industry insights
  • ICMP marketing partner collaboration


This module is a culmination of the tools and principles you’ve learned to date and allows you to concentrate on the bigger picture – your marketing strategy. Within this, you’ll bring together every single communication, message and piece of content to achieve your topline strategic objectives. You’ll explore how to build a successful strategy, touching on value proposition development, customer acquisition and conversion. You’ll then learn how to engage your audience, looking at segmentation, targeting and brand positioning, and how to use this information to plan an effective campaign. Finally, you’ll explore how to build and convert your audience for a competitive advantage. 

  • Holistic marketing strategies and campaigns
  • Value propositions and strategies
  • Customer acquisition techniques
  • Segmentation and targeting


In this module, you’ll develop a thorough understanding of contract law, intellectual property law, and how they apply to the music and entertainment industries.

You’ll learn about copyright and intellectual property (IP) rights, and explore the issues surrounding protection of artistic works, image rights, moral rights, data protection, advertising, music sampling, and restraint of trade. With this comprehensive understanding at your fingertips, you’ll be better able to understand and negotiate contracts and deals, whether that’s a music recording, publishing, or artist management agreement or deals for sponsorship, endorsement, merchandising, multiple rights, and film and television synchronisation.

  • Music Rights and Revenues
  • Intellectual property law
  • Regulation
  • Data Protection
  • Privacy
  • Image Rights
  • Competition and Markets Authority

Starting your final year with a deep dive into international music marketing, you’ll gain the understanding you need to market acts and events on a global scale. You’ll explore consumer behaviour, looking at how it can influence your content and strategy and will explore different brands, learning how they’re built, managed and protected in the world of digital advertising. You’ll choose between focusing on brand development or completing an optional industry internship, where you get credit for your degree while working in your field. Gaining real-world experience will give you the skills to market musicians across dynamic campaigns using compelling storytelling. Upon graduation, you’ll have the foundational skills and experience necessary to break into the music world – as either an artist or a marketing professional.


Embark on a multifaceted exploration of international music marketing in this comprehensive module. From dissecting the influence of legacy markets to identifying burgeoning trends, this course delves into global music economies and the art of timing an artist’s debut outside their home market. You’ll explore the complexities of adapting marketing strategies to cultural nuances and changing media landscapes, and will be introduced to the indispensable roles that form your global A-team, such as agents and sub-publishers. Whether it’s decoding the impact of Brexit on UK exports or examining K-Pop and Afrobeat case studies, this module offers a comprehensive approach to building sustainable international success. 

  • Global music trends
  • International artist release timing
  • Cultural and media shifts
  • International music marketing roles
  • Data analytics of export markets


When crafting marketing strategy or planning content, you need to understand the consumer: how they think, what motivates them, what they buy and more. That means getting to know your target audience – because only then can you decide how to reach them. While you’ll have touched on target audiences in other modules, here you’ll delve much deeper, learning about consumer demographics, consumer psychographics, perception, consumer learning and consumer culture. You’ll then use this understanding to inform your digital marketing and brand positioning, learning to present an organisation, product or personal brand in a way that connects with the right people.

  • Consumer thinking and motivation
  • Target audience analysis
  • Demographics and psychographics
  • Consumer culture
  • Consumer insights



With the widespread adoption of mobile devices, it’s easier than ever to create and share images, audio and video. Participatory culture has also impacted how stories are told and films are made. In this module, you’ll gain a broader understanding of digital storytelling, to see how stories and meaning are shaped across web platforms.

You’ll see how professionals use technology to share content, grow audiences and create fan communities through a range of formats across both established platforms and evolving channels. You’ll also look at media narrative methods, branching out into citizen journalism and social media-based storytelling. And using a critical eye, you’ll examine case studies within the digital storytelling arena, gaining insights into what’s effective and what you could tap into as a content creator.


After three years of music marketing study, your final project brings together everything you’ve learned to date. It’s an opportunity to research and solve real-life marketing problems in their entirety, starting with research design and data analysis, and culminating in the full-scale implementation of your strategy. You’ll design quantitative and qualitative research, including sampling techniques, surveys, interviews and focus groups, before outlining the steps to succeed with a go-to-market strategy (or GTM) in a new market. You’ll immerse yourself in the interconnected disciplines of marketing as you prepare to launch your career as a music marketing professional.

  • Tackle real-world marketing challenges
  • Explore your marketing passions
  • Develop a go-to-market strategy
  • Create a robust marketing portfolio
  • Launch your music marketing career


A brand is so much more than just a logo. It’s the public manifestation of an organisation, product, service or individual, and covers everything from name and language tone of voice, to visual identity and behaviours. In this optional module, you’ll learn how to build and manage a brand in the creative industries and explore what makes up a brand’s architecture, including the name, visual identity, messaging, positioning, values and more. Finally, you’ll discuss personal branding and the importance of considering how a brand is perceived by others.

  • Building and launching a brand
  • The evolution of brands
  • How to create native ads
  • Closed-network content
  • Understanding regulatory impacts on a brand
  • International brand strategies


Enhance your academic learning with work experience in the music and creative industries as part of this optional module. You’ll gain a host of practical skills working within a professional environment linked to your area of interest, as you develop your employability and transferable skills through the hands-on application of theoretical knowledge. Prior to the placement, you’ll receive resume, interview and careers support from ICMP’s The Hub when researching and preparing your work placement application, which you’ll identify, apply for, secure and evaluate independently.

  • Gain hands-on industry experience
  • Apply theoretical music marketing knowledge
  • Access tailored careers support from ICMP's Music Careers & Industry Hub


Across the BA (Hons) Music Marketing, you’ll be taught at our campus in Kilburn, using classrooms, lecture rooms, tech suites and our in-house music venue. As an ICMP student, you’ll have access to all our facilities outside of class time to rehearse and record your music, if that’s where your passions lie.

You’ll also have access to ICMP’s Student Services Department for support and advice around issues such as welfare, personal development, finance, safeguarding and more. You’ll be encouraged to access our Professional Development team ‘The Hub’, providing you with bespoke music industry careers advice and access to unique industry opportunities.


On the BA (Hons) Music Marketing, you’ll be taught through a variety of teaching and learning methods including lectures, small tutorial groups, workshops, hands-on technology laboratory tutorials, group work and student-led classes/presentations.

When not at lectures, seminars or other timetabled sessions, you’ll continue to learn independently through self-study. Typically, this will involve reading books and articles, working on solo and group projects, preparing coursework assignments and undertaking library research. You’ll have access to a range of excellent independent learning facilities, including the ICMP Learning Resource Centre, many performance and practice rooms, and high-tech recording suites.

In your first year, you'll be in timetabled teaching activities such as lectures, seminars, and workshops for typically 9-10 hours a week, you’ll also have personalised one-to-one tutorials scheduled throughout the year.

You'll undertake more independent study and have less scheduled teaching in years 2 and 3, but can typically expect 9-10 hours of timetabled classes per week in your second year and 6-8 hours of timetabled classes per week in your third year.


Applicants will typically have A levels, BTEC Diploma or Extended Diploma, International Baccalaureate equivalent to 80 UCAS points, or an ICMP Higher Diploma.

In addition, you should hold a GCSE Grade C or 4 or above in English  and Maths, or suitable equivalent, such as Level 2 Key Skills, Functional Skills or Adult Literacy/Numeracy.

We also welcome applications from mature applicants who may have no formal qualifications but can demonstrate their suitability for study through appropriate skills and experience.

International students will typically hold a relevant equivalent qualification – please check your qualification with our Admissions team. In addition, you should hold a relevant English language qualification equivalent to CEFR Level B2.

All applicants will be invited to attend an interview.

UCAS code BAMMUni code I25


 Please apply via the "APPLY NOW" link below.

At any time during the application process if you need help or further advice just contact our Admissions team who will be happy to assist you. 

By phone:
020 7328 0222

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