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Course Overview

Promotions – How To Make Some Noise and Get Heard

The Lowdown

Firstly, we’ll discuss what promotion is, then we’re going to dive on in and pull apart some of its key elements:

  • publicity
  • public relations
  • advertising

We’ll work out what they mean and how they work together. From there we’ll get a good understanding of how these elements need to come together to successfully create a great promotions campaign. Is the campaign about promoting your new album, promoting a show you’re putting on, or promoting a forthcoming tour? Whatever you’re going to do to make some noise (to make it seen and heard) you’re going to need to ‘promote’ it. Big time. Otherwise, no-one will know it’s happening. It’s very important to understand why you need to actively promote whatever it is you are trying to do. How do you bang the drum? I’ll help you.

We’ll look at how to develop a ‘promotional strategy’ by using the key elements of promotion and strategically combine these elements together into your ‘promotions plan’. Your promotions strategy is being clear about what you need to achieve, with outcomes. Your promotions strategy is how you are going to set about achieving those outcomes. The promotions plan brings all of the elements of promotion together to help you realise an action plan – to work with and utilise the media to your advantage.

What’s In It For Me

  • Know the basics so that you don’t have to hire a publicist (or know what they are talking about if you do)
  • Work out how to successfully create great promotional campaigns
  • Be able to produce a killer promotional plan so that your market grows substantially

 

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Get the necessary skills for a great introduction & understanding of the music business, through lessons covering all aspects of the music industry. Continuous Music will provide you with sound music industry knowledge, with no tests or assessments - just the info you need - self-paced.

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"I met Ben as a mature age student. Right from the get go he had my attention as you could tell he has a wealth of experience within the music industry and how it works. Safe to say having Ben as a lecturer throughout my time as a mature age student kept me sane and wanting to continue attending. His passion and knowledge of the industry is infectious and refreshing in such a competitive field of work.  I could not have gone through the years I spent in tertiary learning without having a teacher as great as Ben".
Thomas Macokatic, Musician
"I met Ben as a mature age student. Right from the get-go he had my attention as you could tell he has a wealth of experience within the music industry and how it works. Safe to say having Ben as a lecturer throughout my time as a mature age student kept me sane and wanting to continue attending. His passion and knowledge of the industry is infectious and refreshing in such a competitive field of work.  I could not have gone through the years I spent in tertiary learning without having a teacher as great as Ben"
Elle Baltra, MTV Australia Presentation Scheduler

“In 2015, at the ripe old age of 36, I made the decision to go back to school to further my education in the Entertainment Industry. Filled with many emotions – predominantly fear and self-doubt – I walked in to my very first lecture. I was fortunate enough to have Ben running that class and I was made to feel instantly at ease.

His incredibly warm, open and humorous persona was only superseded by his wealth of experience and knowledge of the Music Industry. His authentic passion for both the industry and education was infectious and I sincerely enjoyed every class I had with him. Ben made an extraordinary effort with me personally to make me feel supported at a time when I was feeling quite doubtful that emerging in to an industry at my age was a sound choice.

More recently I have graduated from that educational facility and have gone on to create my own successful business. It was having lecturers like Ben Steer that instilled in me not only the education and tools required to create my own dream job but more importantly the self-belief and how to think creatively. 

Ben was truly the best teacher I have had. I couldn’t recommend him more.”

Mike Cotton-Stapleton, JMC Business & Management Graduate

"I've known Ben for many years now through different bands that I've played in. Ben's background has been working with the great record companies and in various departments. For instance; promotion, A&R and publicity. He has a great love of music from both as a fan and from a commercial point of view. I would like to mention Ben's particular ability to connect with any band on any level. He has a great rapport with every band he's worked with. I wish him all the best with Continuous Music - it's such a great idea".

Rick Grossman, Hoodoo Gurus
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