THE MAKING OF AN ANDRAGOGIC PROGRAMME FOR MUSIC INNOVATORS
“Andragogy” is a term coined in 1833 by German teacher Alexander Knapp, that refers to the science of lifelong education for adults. 🎓 Children are not the only one in need for education. At any moment of life, individuals might want guidance to help them reach new stages in their professional life. The numerous actors of the music industry -artists, entrepreneurs, innovators and investors- are not exempt of it, in an ever-evolving, globalised and demanding music market. In 2017, this statement led a consortium of 6 music festivals and conventions promoters to design an andragogic programme, pretty unique in the European public-funded projects landscape: JUMP.
This andragogic programme relied on 4 pillars:
🤝 A tutorship, to help music innovators go through the lonely path of launching a new business.
👩🏫 A hard skills programme, providing fellows with knowledges on every aspects of the music industry (legal, finance, marketing, innovation, international..)
🗣️ A soft skills programme, with a panel of courses on how to pitch, manage a team, communicate, create a business plan and increase their network.
👁️ Activities during conventions, such as: pitch sessions, professional drinks, speed-meetings or corners at the professional markets, to show the fellows’s project.
To do so, the consortium asked some of the best contemporary minds in Europe regarding music business to help them design the hard skills programme:
Emily Gonneau, founder of UNICUM Music, co-founder and Director of nüagency, a music-centric digital strategy agency, and La Nouvelle Onde, a MaMA Music & Convention -partnered programme aimed at identifying and promoting the next generation of music business professionals.
& Matthew Errington, music business entrepreneur, speaker and artist manager, founder and co-director of SMB: The School of Music Business in London, a pioneering organisation that works to educate, inspire and empower future music industry professionals across the world.
Focus on the topics covered in the music industry:
Business development (e-commerce, merchandising, music & brands)
Fan engagement (audience development, content strategy, branding)
Innovation (start-up, blockchain, VR/AR)
Social change (gender equality, health, social responsibility)
Legal (Rights, contracts, livestreaming, GDPR)
Data (music data landscape)
Marketing (reach, engage, monetize audience)
Funding (public, crowdfunfing, venture capital)
Immersive experience (IOT, apps, AR)
Music in the city (music & tourism, music as an inclusion factor)
Ticketing (fan engagement, innovation, data)
International (new tools for exports, European networks)
A soft skills programme
As interpersonal skills are equally important as the project itself in terms of development, it became clear that having a soft skills programme was necessary.
Thus, in addition to the hard skills programme, JUMP provided its fellows with a panel of courses on how to pitch, manage a team, communicate, create a business plan and increase their network.
Activities during conventions
Various activities aiming at highlighting the fellows were organised such as: pitch sessions, professional drinks, speed-meetings or corners at the professional markets.
‘JUMP corners’: Certain events such as the MIL, MaMA and Linecheck dedicated spaces for the fellows to plan their professional meetings and host group workshops.