Category Archives: Music Industries

Music Industry Innovation

For the first assignment of this module, we had to contact a  local small music enterprise and find out how the business started, developed and their plans for the future. We then had to individually analyse this business and write a proposal for an original music enterprise that we felt filled a gap in the market and explain and justify our idea.

The enterprise my group contacted was called Magic Door and put on club nights in various UK cities and originated  in Birmingham. Based on our research into this company, I was able to conduct a SWOT (strengths, weaknesses, opportunities, threats) and PEST (political, economical, social, technological) analyses and identify their professional challenges.

I then used this research to support my own business idea which was a company that hosted day long mini music festivals in rural locations. My assignment went into more detail about the challenges and likelihood of success which can be read here.

For the second assignment, we had to work in groups to develop one of our group member’s enterprise idea which we had to pitch and develop a business plan for. Our idea was for a company that hosted 80’s soul themed club nights in Birmingham.

We had to consider various areas such as locations, props, target audience, promotion and budget and finance. My role was looking at props and interior design. I began by watching soul music videos from the 1980’s and noting settings or props that reoccurred in various videos. I then chose aspects of the videos that I felt could be applied to our club nights and browsed various websites to find the best prices to buy or hire the equipment.

I found that for smaller props such as disco balls, carpets, wall hangings and sofas, it was best to buy the equipment. With larger items including the dance floor, I found it was more economically efficient to hire them. I had to consider the budget and work alongside the rest of the group to ensure I was spending an appropriate amount on the props and interior design.

This module gave me experience in planning a company and forced us to consider every aspect of the event we were planning.


Music TV & Promotional Production

For this module, my group made a promotional video for an app that another group member had designed. This app was called ‘Pocket Physio’ and was designed for patients requiring physical therapy.

In the group, my main role was camera operator, and also helped with editing.

This is the video we produced:

As we had to create a cross-media product that related to both of our production modules, we chose to use music from the artist I was representing in the Music PR & Promotion module. This artist was Danny Stubbs, a progressive-house artist whose PR campaign my group was running. As he owns the record label the song, Red Orbit (EA3 Reconstruction) was released on, we had his permission to use it in our video.

As part of the module, we had to perform a pitch to our tutor and an industry expert who provided feedback on our idea and plans to produce it. This gave us a realistic involvement of an industry experience.

Music PR & Promotion

For this second year module, each group were assigned a musical genre of which we had to collaborate with an artist. My group was given house music, and we decided to collaborate with a Stoke-on-Trent based, progressive house artist called Danny Stubbs. We decided to call our PR agency ArtRAVEPR.

317 Logo

As well as acting as A&R for our group, my main role was photographer and videographer. I met up with our artist and performed a photoshoot. These are some examples of the photos I took:

I also used Adobe photoshop to create versions of each image with white and transparent backgrounds, so they could be used for future press coverage and posters.

As we completed two production modules each semester, in second year we were required to produce one product that related to both modules. My other module was Music TV & Promotional Production, so I decided to conduct a Q&A which I filmed and edited for our Youtube channel. The video features a track by Danny Stubbs (he owned the label it was released on and gave us permission to use it) and out PR agency’s logo.

Other parts of our PR campaign produced by our group included a press release, which was sent to local music magazines, some of which wrote articles. We also had his most recent track played on our University’s student radio station, Scratch Radio.

Music Industry Skills

This was a first year module, in which each group was required to form an independent record label, sign some artists and put on a live event.

My group’s record label was Ellipsis Records, an indie rock label. We created an official website using Wix, as well as social media accounts on Facebook, Twitter, Instagram and Youtube to interact with our audience and raise awareness of our label, artists and event.

Ellipsis Records Banner

As well as our online promotion, we also had posters and business cards printed, which we distributed across Birmingham. As Birmingham has a large population of students, we decided that our event would have free entry to appeal to this audience. For this reason, many of the posters were taken to Universities, Collages and Halls of Residence.


We signed three bands to our label: The Regulars, Malone Malone and Young Braves. We held our event at The Green Room Cafe Bar which we were able to hire free of charge. As the venue did not have sound equipment for a gig, we contacted other students from Live Sound Production courses, who were able to provide and set up this equipment for us.

Before our event took place, we also had to present our label and event plans to a panel of industry experts. Within this project, my responsibilities included:

  • A&R
  • Social Media
  • Design and Promotion
  • Venue Scouting