Music Marketing & Promotion Course

Study online in our virtual classroom


What are the most successful and up to date methods of marketing bands and artists? Our Music Marketing & Promotion course is the most comprehensive place to start - guiding you through a masterclass in promoting artists and their music. 


We’ll start by examining traditional music marketing strategies, and together we’ll create an innovative digital marketing campaign, embracing all of the latest techniques used in media (print and online), streaming services and playlists, radio & press promotion (online and traditional), retail & distribution (digital and physical), advertising, touring and more. 

You'll discover how to define and develop the brand of an artist/band, how to secure influencer support including press, radio and playlist features, and how to utilise the many digital tools available to us in 2020. We'll then bring our new skills together and plan the perfect release campaign.


It's an in depth and entertaining 'how to' for finding, building and monetising an audience for music today.

Speak with a course advisor  | 0207 0784022

Available Course Dates


Online in our virtual classroom:

(Find out more about how our online courses work)

27-28 June 2020 | Sat & Sun | 10:30-16:00 *

01-09 August 2020 | Each Sat & Sun | 17:00-19:30 *

* Times in BST (UK time)

Meet The Tutor | Matt Errington


Hi, I’m Matt, the Music Marketing & Promotion tutor at SMB: The School of Music Business.  
I began my career as a music journalist, working at national publications such as Time Out, Dazed and Confused and Spin magazine. I later became a successful music business entrepreneur, music marketer and artist manager, running campaigns for a host of successful bands that saw me work alongside the likes of photographer Rankin, sign major international publishing and recording contracts, lead headline tours of the UK, Europe, America and much more. Today I continue to lead campaigns that have secured millions of Spotify plays, international playlist support and streaming chart entries. In 2015, I won the Music Export For Growth award from The BPI and UK Trade and Industry, for my work developing UK artists overseas.  

In 2018 I was appointed Expert Board Member for Jump: The European Music Market Accelerator, co-funded by the Creative Europe Programme of the European Union, to help develop innovative new business models within the industry. From now until 2023, we will be supporting some of the most innovative music businesses in the world. You can also find me talking regularly at industry events, including SXSW, Liverpool Sound City, Line 6 What's Next Conferences, MIL - Lisbon International Music Network and many others.  I love passing on my knowledge and experience to help artists and new music business professionals find their feet in the business. 

Winner of 'The Music Export For Growth Scheme Award' for his work developing artists internationally.

"Matt Errington has been able to give his bands a major boost on an independent budget."

"Errington is on a mission to not just change the perception of the industry but to professionalise those within it."

Expert Board Member of EU's Jump European Music Market Accelerator

Hear from one of our recent Music Marketing & Promotion students | Rebekah Ubuntu


I would recommend anyone trying to market themselves for a career in music to take courses at SMB. After doing a lot of research on other courses and programmes, I settled on SMB and I’m so glad I did. The learning I received has transformed my outlook on music marketing and branding, boosting my confidence and my ambition. I gained in-depth up-to-date music marketing knowledge based on present-day case studies and current industry practices. I learnt more on SMB’s music marketing programme than on any other course, workshop or conference I took previously. I attribute this to the teacher’s transparency, clarity and commitment to ethical practice. He equipped me with the information (including tips and tricks!) I need to create excellent marketing campaigns that stand out from the crowd.


Topics Covered | Syllabus


Module One

  • Music marketing vs. music promotion

  • Branding 101​​

  • How to find and define your brand - the 3 considerations

  • Finding your story, and your 'hook'

  • Colour, image, typography, styling and more

  • The foundations of practice for music marketing campaigns

  • How to get discovered in the digital music marketing age

  • How to promote your music in 2020

  • Get your music heard by your target audience

  • The fan funnel and the artist lifecycle

  • Nurturing a fanbase - from prospective fan to super fan

  • Monetising an audience - increasing awareness, demand and sales

  • Insights from marketing managers of multinational music businesses, founders of major London music PR firms, journalists, media trainers, digital distributors, retailers, designers and merchandisers

  • Integrated approaches to music marketing with streaming services, press, retail, distribution, radio, advertising, merchandising and touring

  • Class activity: At random we'll choose an objective and a budget and show that our strategies will work for every eventuality in marketing artists

Module Three

  • The social media masterclass

  • Define and execute your online strategy

  • Outline your aims, then determine and deliver your social media strategy

  • The structure of your online presence: interaction, strategy and content

  • Soundcloud and YouTube guide

  • The artist's website and central hub

  • Facebook, Twitter, Instagram, Snapchat – an in-depth guide of each from the artist perspective – how to start, develop and grow your channels along with your audience

  • Personal/promotional ratios, best times to post

  • Best methods and practices for music promotion success - examples

  • ​Content – using content to engage and interact with an audience

  • The algorithms 

  • A guide to algorithms such as Facebook's Edgerank

  • How to manipulate the algorithm to ensure your posts reach your audience organically for free music promotion

  • How to create ‘a buzz’ around an event, or release, on social media and some examples

  • How to measure and increase music promotion and engagement on each platform

  • Social media advertising

  • Tips from the inside – how major companies and artists are using their social media strategy to great success – and how you can replicate this

Module Two

  • Building a marketing team for a client

  • A guide to music promotion on streaming services

  • Pitching for Spotify playlists - curated, in house, mood, genre, third party and algorithmic

  • Leveraging streaming success into other areas of the 'plot'

  • A guide to promoting artists through influencer marketing

  • Music Promotion and PR

  • National, regional, local, specialised and trade press

  • Working with PR companies

  • The perfect pitch - how to secure premiers on tastemaker blogs and other press

  • The campaign timeline and schedule

  • A guide to the singe release strategy

  • Content delivery for the media

  • A guide to lead in times for printed and digital press

  • How to write the perfect music press release

  • Securing media coverage both in the music press and other outlets

Module Four

  • The current radio landscape in the UK and US

  • Internet radio and streaming service stations

  • Podcasts and digital considerations

  • Marketing artists on the radio

  • What is a plugger, what is their role in promoting artists and how do they get your music heard by producers?

  • A day in the life of a radio plugger

  • National and regional plugging

  • Who to work with, when to work with them and the insider techniques for success

  • Becoming a radio plugger - finding work

  • Free plays, spot plays and play listing​

  • The BBC Radio 1 playlist meeting - insights

  • BBC Introducing - a guide to the resource

  • How to be your own radio plugger

  • Building contacts

  • Sending music to radio producers and presenters

  • Guide and templates to create a white label promo

  • The radio 'one sheet'

  • Pitching and following up

  • Merchandising:

  • Products, methods and budgets

  • The marketing plan as a whole

  • Outlining the targets, developing the strategy, tailoring to a clients’ strengths, and building an exhaustive timeline for impact

  • Developing an innovative, unified and effective digital music marketing campaign

  • Examination of some award wining digital music marketing campaigns from this year


FAQs | Frequently Asked Questions


Enrol | Secure Your Place Today

Enrol online via our secure booking system powered by Paypal.

You will receive a confirmation by email upon booking.
Payment plan options are also available; for details email us here.

Tuition Fees: £449

(Inclusive of VAT)

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