US MUSIC/ARTIST MARKETING & PROMOTION
MONDAYS & WEDNESDAYS
4:30 PM PT / 7:30 PM ET
28 JAN 2026 - 16 MAR 2026
DURATION:
8 WEEKS
MONDAYS & WEDNESDAYS
4:30 PM PT / 7:30 PM ET
Break through the noise. Discover what it takes to launch an artist or your own music in today’s music scene.
Learn the ins and outs of modern music marketing & promotion with Chris Siciliano, former VP of Promotion at Capitol Records, from artist brand to global reach.
THIS COURSE IS FOR YOU, IF...
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YOU ARE AN INDEPENDENT ARTIST
If you’re tired of guessing what works, chasing playlists, or sending out EPKs that go nowhere, this music marketing course gives you a pro-level roadmap. You’ll learn how to shape your artist identity, plan strategic releases, and turn streaming data into real decisions. By the end, you’ll know how to craft campaigns that look, sound, and perform like the majors.
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YOU ARE A MUSIC / MARKETING PRO
Whether you’re managing artists, handling PR, or growing into a music marketing lead, you know the business is changing fast and you want to stay ahead of it. Here, you’ll learn how to build and optimize full-scale music campaigns that connect every channel: streaming, socials, touring, sync, and brand deals. Master the strategy behind the stories that make artists blow up and walk away ready for your next big role.
Our students work in 1600+ companies worldwide
Every class hits a different note of real-world application. Through 7 guided assignments and 3 interactive workshops, you’ll create press plans, content calendars, DSP strategies, and even mock pitches. By the end of this music promotion training, you’ll have a full professional toolkit.
Break down iconic campaigns and hear directly from the minds behind the music. With case studies like Lil Nas X’s “Old Town Road” and Kate Bush’s resurgence in Stranger Things, plus guest speakers from leading labels and agencies, you’ll see what makes a promo strategy stick.
Your capstone project is a complete, industry-ready promotional strategy — from brand story to budget. It’s not just homework; it’s your calling card. Perfect for your portfolio, your next pitch, or your next gig.
- Leads Trident MMP, a one-stop center for music marketing & promotion.
- Former VP of Promotion at Capitol Records, with nearly 12 years shaping global hits.
- Guided campaigns for Katy Perry, Sam Smith, Lewis Capaldi, and more.
- 11 years at Virgin Records as Senior Director of Promotion for Lenny Kravitz, N.E.R.D., 30 Seconds to Mars.
- Helped guide the careers of Celine Dion and Ginuwine at 550/Epic Records, while climbing the ranks to become the Rock/AAA head.
- Over 30 years of experience helping artists find their audience, and their voice.
- Specialized in radio, press, and multi-channel rollout strategies.

Get to know your instructor, the course game plan, and your fellow classmates. We’ll walk through how everything works, what you’ll be doing, and kick things off with a few fun polls to see what fuels you and inspires your taste.
- Instructor intro
- Course structure
- Assignments & final project overview
- Poll: Which genre are you most interested in working with?
- Poll: Where do you get your music from?
Trace how music promotion went from radio spins to viral trends. Explore how each era, from MTV to TikTok, reshaped the way artists break through, and figure out which strategies still hit the right note today.
- Radio, MTV, blogs, early social platforms
- Indie vs. major label strategies across decades
- How technology shifted power (Napster → TikTok)
- Case Study: Arctic Monkeys – MySpace breakthrough
- Workshop: Building a timeline wall chart of promo shifts by decade
Learn how to position an artist before the spotlight hits. Build a strong brand story, prep every asset for release day, and see how a real pre-launch campaign comes together, from teaser drops to press kits.
- Building artist identity & brand story
- Audience segmentation & target personas
- Asset readiness checklist: Visuals, bios, splits
- Demo: Real pre-release rollout: Press kit, teaser campaign, assets
Assignment #1: Artist Positioning & Pre-Release Strategy
Select an artist and draft an artist identity/brand story, one target persona, and pre-release checklist.
Learn how to get your music out into the world the smart way, from choosing between singles, EPs, or albums to picking the right distributor and timing your global release.
- Single vs. EP vs. album strategy
- Choosing distributors: Major vs. indie services
- Positions/roles in sales & distribution
- Global release timing & territory considerations
Assignment #2: Distribution & Release Architecture
Propose a distribution choice, format choice, and 6–8 week release timeline.
Turn ideas into endless scroll-stopping moments. Learn how to build and repurpose music content — from lyric videos to verticals — while experimenting with formats, storytelling, and platform-specific edits.
- Music videos, lyric videos, short-form verticals
- Positions/roles in music production
- Storytelling through content series & formats
- Repurposing across platforms
- Case Study: Eminem “Houdini”
- Workshop: Repurposing a provided “master clip” into platform-specific variants
Assignment #3: Content Strategy Draft
Create a mini content plan including one “master content” idea, 3 repurposed variations, and one visual reference.
Learn how press, radio, and broadcast work, build connections with journalists and program directors, and see a real artist press kit in action so you can pitch professionally.
- Role of press in different genres/markets
- Building relationships with journalists & program director
- DIY vs. hiring a PR agency
- Positions in radio, press & broadcast, college radio
- Demo: Breaking down an actual artist press kit & pitch
Assignment #4: Media & Press Strategy
Submit a short press plan: media targets, angle or story hook for coverage, and drafted pitch headline or subject line.
Learn how to make noise on a local level. Vinyl campaigns, pop-ups and streetwear collabs — discover how to build dedicated fanbases even on a tight budget with insider tips from Eric Levin-Criminal-X.
- Role of independent record stores today
- Vinyl/CD campaigns, record store day, in-store events, street teams
- Building local fanbases with limited budgets
- Pop-ups, fan-driven events, streetwear collabs, grassroot/local campaigns
Get inside the streaming machine. Learn how platforms and algorithms shape discovery, spot what makes campaigns succeed, and track a track’s journey from upload to playlist.
- How DSPs function: Spotify, Apple, Amazon
- Editorial vs. algorithmic discovery
- Data signals that influence recommendations
- Cost vs. payoff: What is a successful campaign?
- Case Study: Velvet Sundown – AI Band
- Demo: Mapping the “journey of a track” from upload → algorithmic discovery with visuals
Learn how to get your music heard the right way. Explore editorial vs. user playlists, pitch, spot fake streams, and test real playlisting services in a hands-on workshop.
- Editorial vs. user-curated playlists
- How do you get to the REAL playlisters
- Playlist pitching strategies & timing windows
- Evaluating playlisting companies: Legit vs. fake streams
- Workshop: Comparing sample playlisting services
Assignment #5: Platform & DSP Strategy
Outline DSP priorities, playlist pitching timeline, budget limitations, and risks.
Learn how to turn social content into viral moments. Explore platform-specific strategies, collaborate with influencers, and break down campaigns like Old Town Road to see what really makes audiences engage.
- Platform-specific content strategies
- Influencer collaborations & micro-influencers
- Creating viral/immersive moments: TikTok challenges, live Q&As
- Case Study: Lil Nas X – Old Town Road
- Demo: Breaking down a viral TikTok/IG campaign & its calendar
Learn how to turn music into money. Explore core and emerging revenue streams, understand rights and royalties, and balance short-term wins with long-term career growth.
- Core revenue streams: Merch, touring, digital sales, publishing, etc.
- Emerging streams: Brand partnerships, live-streamed concerts & more
- Rights & royalties overview: PROs, mechanicals, neighboring rights, admin basics
- Balancing short-term vs. long-term income
Assignment #6: Revenue Diversification Outline
Create a snapshot model of how your artist could generate income, focusing on breadth. Include core revenue mix, emerging opportunities, base vs. stretch scenario, and a visual element.
Plan tours that work. Learn how to book shows, manage costs, choose venues with data, and use showcases and livestreams to get noticed, all while building a clear path to grow your audience and career.
- How to secure a tour: Self-booking, agent
- Costs: Tour, venue breakdowns, merch takes
- Data-driven touring
- Showcases for industry exposure & US showcase events
- Hybrid & livestream events as promo tools
- Demo: Walkthrough of tour routing with sample fan/streaming data
Learn how music lands in TV, film, ads, and games — and how brands, artists, and products collaborate for maximum impact. Explore sync deals, licensing opportunities, and negotiation strategies through real-world case studies like Running Up That Hill in Stranger Things.
- How sync deals work: TV, film, ads, games
- Brand collaborations & licensing opportunities
- Negotiation basics & value exchange
- Case Study: Kate Bush – Running Up That Hill in Stranger Things
Assignment #7: Partnerships & Sync Opportunities
Propose one potential sync target for your artist’s song, one potential brand collaboration, and mock pitch angle.
Map your next move in music promotion. Explore career paths, break down industry roles, and pinpoint the skills that will get you noticed, whether at an agency, label, or as a freelancer.
- Breaking down roles in music marketing & promotion
- Career pathways in promotion: Agency, label, freelance
- Activity: Mapping your career path & identifying key skills
Final Project: Comprehensive Promotional & Marketing Strategy
Integrate Assignments 1–7 into a polished 12–15 page document that includes a distribution & release plan, artist positioning & pre-release strategy, content & media approach, platform & advertising plan, revenue diversification model, partnership/sync opportunities, timeline, budget, and success metrics.
Showcase what you’ve built, get feedback, and plan your next moves in the music world. Reflect on your key takeaways, explore freelance and networking opportunities, and map out how to keep your skills sharp for a long-term career in music promotion.
- Final project discussion
- Industry readiness tips
- Next steps: How to keep skills sharp
- Reflection & closing activity
- Course wrap-up
What our students say

"I really enjoy the format of the course. Lectures with real life examples and an ongoing case study. Also built in 20 minutes at the end of each class for questions is helpful."

"Overall I'm impressed with the level of detail and explanation around particular topics and subjects. There's a real depth to each module which for learning allows the information to stay in your brain."

"The group activities, they allow us to interact and exchange ideas, plus the way it is structured is challenging and mind twisting as we collaborate in different parts of the ideation."

"I enjoyed the structure of the class. I like how we learned about a topic and practiced it in the workshops. It’s helped me to apply what I learned!"