Creative Entrepreneurship & at ACM Nick Gatfield ACM AMBASSADOR

Nick Gatfield is one of the most experienced and celebrated executives in the global . He started his career as a member of , and has held President and/ or Chairman positions at Universal (Universal Island UK), EMI (UK & North America), and most recently Chairman and CEO at UK, where he oversaw the launch of the world’s current biggest act, One Direction. During his career as an A&R executive, his signings included groundbreaking artists such as Radiohead, Blur, and . He was awarded the Major Label Executive of the Year Award in 2013 at the Worldwide Radio Summit in Los Angeles, and nominated for the Industry Icon Award in 2014. Nick is CEO and Founder of Twin Music Inc, an angel investment provider for artists and entrepreneurs.

“I have watched the growth and development of ACM over the years gone by, from its beginnings in Guildford to a multi- campus organisation that now includes locations in London and Birmingham. I am delighted to be the Ambassador for Creative Entrepreneurship at ACM in its next exciting chapter, and look forward to working with the team at ACM to ensure that its business programmes and modules continue to link the real world into education at every opportunity, bringing together undergraduates and professionals as mentors for interdisciplinary programmes focused on creativity and entrepreneurship.”

2 Contents

Nick Gatfield, ACM Ambassador ...... 2 Foreword ...... 4 The Leadership Team ...... 6 Spotlight On: The Leadership Team (Business) ...... 8 Message From Metropolis CEO Richard Connell ...... 10 Meet The Business School Team ...... 12 Music Business Tutors ...... 13 Spotlight On: The Modern Music Industry ...... 17 Spotlight On: The Learner’s Journey ...... 18 Spotlight On: Roles In Industry ...... 21 ACM: A Miniature Music Industry ...... 23 Spotlight On: Metropolis ...... 24 Spotlight On: Metropolis Blue ...... 26 Spotlight On: Discovery & Development ...... 27 Spotlight On: Industry Link ...... 28 Business Student Interview: Zak Smith ...... 29 Spotlight On: MIDEM ...... 30 A Message From Kainne Clements ...... 32 Spotlight On: Brands ...... 34 Spotlight On: Podcasts ...... 35 Spotlight On: Research Skills ...... 37 We Are ACM ...... 38

3 created – and this is the point I want to Foreword make to you all. While you are studying in Dear Prospective a fast-changing world where technology Student, is fundamentally changing what our future is going to look like, you will see jobs that My name is Kainne you may be aiming for now disappear by Clements, and I’m the time you qualify and graduate. ACM’s Executive Chairman and Equally, while you are studying, you will owner. see new kinds of jobs being created and maybe even whole new industries emerge ACM is a totally unique institution that that you didn’t previously know about, provides a real-time and immersive creating new opportunities for the future. industry-based education, compiled and delivered by a collaborative community of It is my fervent belief that unless artists, creative industries professionals, education, at the very least, keeps pace researchers, and learning support with, if not one step ahead of, the speed of specialists. development of the world and of industry, then it is bound to fall behind and become This is a mix that you will not find in any irrelevant. And it is my experience that other educational establishment. a lot of institutions and mainstream universities find themselves in that very My background is technological, creative, position, simply because of the way they and entrepreneurial. My passions are are configured, thus not being able to read education and the arts. In another part the direction of travel within industry, of my life, I invented the world’s first unable to connect with it or influence it. black box recorders for signalling within transportation systems – so I now have a ACM, on the other hand, is geared very unique view on the world, as I am not for change. We are really proud to only a creative, but also an engineer. have a unique composition of industry professionals, occupying highly influential I’m also the owner of Metropolis, Europe’s positions in both the outside world and largest recording complex, and am thus ACM, that are intrinsically linked into now able to bring together two of the the development of our curriculum and world’s leading music institutions in the assessments, and therefore into your shape of ACM and Metropolis, for the journey, as one of our students. benefit of our students and the fast- growing creative sector. By the time you come to the end of your journey with ACM, you will already be on The creative sector is responsible for solid ground with first-hand experience more than one in nine new jobs created in within the industry. You will have the most this country, and contributes more than rounded and immersive view of what is £100 billion to our economy. going on, and you will know exactly where and how you can apply your creative I have seen so many jobs disappear in my talent, knowledge, and skills to add value. time, and seen so many new ones being

4 Over 25 years, I have interviewed more give you the best possible insight into than 3,000 people and employed more the creative industries, a multi-layered than 1,000. And during that time, I have contact network of professional peers to never once read one résumé. I have equip you for your own personal journey only ever relied on my intuition, my into the creative industries, and to gut instinct, and my ability to look at prepare you for the world of work. the person before me and watch them connect with what it is that drives them, I could not be more proud of what ACM what makes them passionate, and where has been able to achieve over the past their embodied learning is coming from. four years. We have grown from 800 You cannot read this from a piece of students to more than 2,000 across paper; you can only witness it by sitting three locations – which by 2020, I am opposite somebody and listening to how proud to say, will be four, with even they connect with your vision and values, more international connections. My and what it is they have learned to add careful management of our growth value to your organisation. means that we’re still small enough to care, but big enough to make a My promise to you is that ACM difference. Come along and see this for understands this, above and beyond yourself at an Open Day soon. anybody else, and understands how to equip you with the skills necessary We are equally proud to have Metropolis – from communication and problem- within our group, which is simply the solving to resilience and collaboration most incredible artist development hub, – to be able to negotiate and navigate connected to every continent and every through our beautiful, but sometimes major player in industry, from labels brutal, creative industries. to managers to A&R execs, as well as independent artists across all genres We put together the most unique and of music. From inspiration to activation, compelling workshops in which different our Grammy Award-winning engineers roles and specialisms connect to help Metropolis power much of the collaborate at a level that no-one else music industry, as well as wider creative can achieve. We include creatives and industries including Television and executives of international acclaim from Brands. It’s already a critical part of our all corners of industry, from music to organisation, and could soon become a brands to fashion to film to gaming to critical part of your learning journey at publishing. ACM.

If you can just picture for a second what Your journey to your career in the it takes to lift and launch a brand: it takes creative industries starts right here, and so many aspects of the creative arts I am looking forward to meeting you. industry. My pledge to you is that we will bring all of these elements together to

Kainne Clements Executive Chairman, ACM

5 The Leadership Team

The leadership team are a diverse group of highly experienced individuals from across the creative industries, each specifically recruited to lead and ensure continuous development here at ACM.

Every member of the team holds an influential position within the music industry, and uses a wide range of skills, experience, contacts and know-how to ensure that our learning experiences are progressive and immersively connected to the real-world creative industries.

We are a team of experts with high-status reputations that open doors, and have literally been there, done it, and are still constantly interacting with the music industry.

We collaborate together to identify exciting opportunities and create student pathways that combine to form a multifaceted structure, ensuring innovative learning at a world-class level.

Learning by doing is key at ACM, and earning by doing is also encouraged and facilitated while you study through our many platforms.

Working alongside an exceptional team of highly skilled tutors, we are collectively leading the way in music industry education here at the heart of ACM.

6 Leadership platforms for 2019/20 Collab – A brand include: new app that Metropolis Blue – aids creative Our student-run collaboration between our 2,300 students ACM Production Library – Earn as you learn with our new online production portal Podcasts – Facilitated by our Radio – In-house student podcast community radio team, an integral station part of education and wellbeing

Internship and work placement scheme

New module Masterclasses / development – Industry events – As new areas of Focused workshops business evolve, immersed in industry so do we

Industry networking

Industry Link – ADCO – Artist Guidance and Development & structure for Creative Output student live events

Discovery & Development – Development for creative students

7 SPOTLIGHT ON: The Leadership Team (BUSINESS)

Dave Cronen Background: Retail (Virgin Records), distribution & record labels (Rough Trade, Grand Royal, Beastie Boys), international licensing (PIAS, ArtistDirect) Best advice: “Never give up, be patient, and learn from your mistakes.”

Ellie Fitzgerald Background: , Talent Manager (Alexandra Burke, Kimberly Wyatt (The Pussycat Dolls), JB Gill (JLS)) Best advice: “Share the real you!”

8 Raf McDonnell Background: Brand expert (Coca Cola, Walkers Crisps, EMI, Creative Artists Agency, Kylie Minogue, One Direction) Best advice: “Be nice to people; they will remember you.”

Richard Connell Background: Metropolis Studios CEO, Sony Music (Epic / Associated Labels / BMG / Columbia), David Bowie, Beyoncé, Pink Best advice: “Fail often.”

Meet the other leadership team members on our website: www.acm.ac.uk 9 Message from Metropolis CEO Richard Connell

10 My name is Richard Connell, and I am for this reality, thus future-proofing the CEO of Metropolis Studios and a their careers. member of the leadership team at ACM. The industry itself is deeply embedded When I was about 18, I realised that into the ACM Business & Innovation music was the most important thing in pathway and curriculum, creating my life, and I wanted it to be my job as a unique structure that facilitates well. So I totally understand the sheer extremely valuable educational passion that drives this ambition. For experiences. Every week, the me, it began a career in music that has leadership team meets to discuss spanned over three decades. new developments in the industry and ways of reflecting those developments I have worked exclusively on the in our classrooms that very week. label side of the business, from small It’s real-world learning by doing, in independents all the way up to major real time – and this up-to-the-minute corporations. During this time, I topicality reflects the quick, flexible, was Vice President of Marketing for and incredibly innovative nature of the Columbia Records, General Manager creative industries. for the Sony Commercial Music Group, CMO of Sony Music UK, and Managing We need to keep pace with the creative Director of Epic and Associated Labels. industries in order to prepare our I have worked with many acts from students for the speed at which they the Foo Fighters to Kings of Leon, must operate in professional creative Beyoncé, Pink, Bob Dylan, and One environments. ACM’s Business & Direction, taking creative visions Innovation pathway is different from and broadcasting them to the widest other business degrees. It’s creative, possible global audience. My role within not conventional, and delivered by an the leadership team at ACM is to bring institution that is itself geared for fast- all of this experience and network to the paced changes. curriculum, and make sure that we not only remain relevant, but also support, Change by its very nature is the one enhance, and encourage our students’ thing you can count on when working passion – the same passion that drove in the creative industries. Roles me – every step of the way. change, companies change, and the environment changes constantly. I am My experience of running hugely proud that change is something an effective marketing teams, delivering ACM Business & Innovation student global marketing campaigns on is encouraged not only to embrace, multiple projects, means that I but also to lead. There are currently understand what creative some 45 income streams available need: Creative problem-solvers and to creators and entrepreneurs within innovative thinkers who can operate in the music industry, and new business a highly volatile environment, equipped opportunities are emerging all the time. with the smarts required to evolve and The one way to predict the future is to adapt. At ACM, we prepare our students invent it. 11 Meet the Business School Team

Here at ACM, we are extremely proud of our diverse and multi-talented team of Business & Innovation tutors, who you can meet at our campuses in Guildford, London, and Birmingham. They come from a wide range of backgrounds, have become experts in their respective fields, and possess an impressive wealth of experiences, insights, and vital industry knowledge. They know from first-hand experience what it’s like to make a living from doing something they love, and continue to interact with the industries you’re aiming to work in, bringing all the latest industry-relevant updates into ACM classrooms in real time.

Your creative industry aspirations are their life-long careers. What better role models could we offer?

12 biggest festivals, gained sponsorships Music Business from organisations such as PRS Foundation, British Underground, and Tutors Arts Council England, and provided Rachel H countless opportunities to artists, (Guildford) producers, and DJs involved in the Rachel’s career UK hip-hop and grime scenes. She is spans over 25 also an entrepreneur, and the founder years in the music of Tapes – a music tech company that industry, and she provides a platform for artists and has won major industry professionals to discover new awards for her work. She started in the music, distribute, and network. She has music industry by managing recording successfully raised Tapes’ first round studios and record producers, then of investment, as well as the production used her PR and marketing skills to of an exclusive Tapes featuring establish Main Source Promotions – a collaborators from the UK and the US. company specialising in radio plugging and promoting drum’n’bass and hip-hop “Think big, never give up, always give labels. Rachel has worked with various 150%, and put your best foot forward in artists and labels including Roni everything you do.” Size, Andy C (RAM Records), Hospital Records, General Levy, and Skitz, and Nathan Richards produced UK Garage Dreem Teem (Guildford, and Fabio & Grooverider’s “One In The London) Jungle” series for Radio One, before Nathan Richards helping to set up BBC Radio 1Xtra. is a former singer- “Take every opportunity that you get turned academic. offered when starting out in the music Currently a doctoral candidate at the industry. If you give the projects you University of Sussex, writing on Digital work on your all, then your passion, Humanities, Nathan has a research hard work, and dedication will pay off.” background in the history, artistry, and cultural practices of African people. A Carla Willis- student of musicology with a passion for Brown teaching and learning about the varied (Birmingham) musical and artistic traditions from Carla is a creative around the world, Nathan joined ACM international with a remit on developing the research DJ/VJ, and has scope of the academy and its students, been a music to broaden the cultural reference points industry insider for over 15 years. and repertoire of the curriculum. She has curated international showcases at some of the world’s

13 Patrick Rackow Chris Carney (Guildford, (Guildford, London) London) Having previously Chris is a DJ, worked as an , and festival investment founder from manager for a Liverpool. Having leading investment bank, Patrick was spent ten years in theatre and film called to the Bar in 1992. He started working with David Morrissey and the in the music industry as an in-house BBC, as well as being involved in two lawyer for a small record label, and successful theatre appearances at the then spent twelve years working in Edinburgh Fringe Festival, Chris turned private practice, advising a wide range his attention to music. Touring with DJ of clients on all aspects of the music collective Mixnots and solo artist X-Ray business. Patrick was appointed CEO Katt, Chris has performed at some of BASCA between 2008 and 2012, of the world’s most famous festivals, after which he set up Patrick Rackow including Glastonbury, the Isle of Wight Consulting, providing business, legal, Festival, , Standon Calling, and public affairs advice for the music Liverpool Music Week, Liverpool Sound and creative industries. City, Liverpool International and Lake of Stars (Malawi). “The music and creative industries Chris is co-founder and producer of the have been through a series of seismic Threshold Festival of Music & Arts, and changes over the past two decades, is the manager of singer-songwriter and there is no reason to believe John Grant’s four-day North Atlantic that the change will not continue. It Flux: Sounds From Smoky Bay festival is now more important than ever for in Hull – part of the city’s 2017 UK City anyone who aspires to make their of Culture programme. career within these industries, be they an artist, producer, songwriter, “One thing that sometimes gets lost business executive or entrepreneur, in the music industry is the ability to understand where the industry is to be nice. Be ambitious; don’t be going. In order to do that, they have to ruthless. Be fair; don’t be vindictive. understand where it is now and how it Be confident; don’t be arrogant. To is now, and how it got there.” paraphrase the great Maya Angelou: You’ll always be remembered for the way you make people feel.”

14 Tobias Alexander entrepreneurial career incorporating (Birmingham) such fields as publishing, licensing, Tobias has worked sync, music programming, nationally and management, PR, A&R, and education. internationally She was the first African female DJ to as a professional play on BBC Radio 1Xtra, and has also drummer since presented for BBC Radio 1, BANG FM, 2006. He has experience across live Break London Radio, and SOUL FM UK. radio and television, recording, and Her client list has included Lexus, Nike, touring. He is currently working with 10 River Island, Vodafone, SoleDXB, Ghana Downing Street on a national memorial Fashion Design Week, Blue Mountain project. After living and working in Music Publishing, Music 4 Good / Livity, Paris during 2010 and 2011, Tobias MPHO!, Small Green Shoots, AfroHeat returned and worked as an A&R team GmbH, Ghana Kitchen, Infusion manager for an independent record Magazine DXB, Rhian Benson and more. label based in Birmingham. Tobias was also listed in Rhythm Magazine’s ‘Ones Ronnie Ochero to Watch’ feature in 2018. (London) After spending Emily Bettison his childhood (Birmingham) obsessed with Emily Bettison video games and is in the final football, Ronnie year of her PhD, naturally gravitated towards a career in which is funded game development. Today, he has the by the Arts and satisfaction of seeing his own creations Humanities Research Council and featured in real games – including explores the creativity of the radio the famous Football Manager series, industry. Alongside her PhD, Emily developed by Sports Interactive. Ronnie is an editor for the journal Riffs: is a living of what you can Experimental Writing on Popular Music. achieve when you follow your passion Emily teaches a variety of modules at while working tirelessly to develop your ACM Birmingham, including Creative skills, and a fantastic role model for Industry Trends, Research Skills, and anyone looking to pursue a career in the Intellectual Property Rights. creative industries.

Akua Afram Dave Cronen (London) (Guildford, Akua is a music London) consultant and Since 1984, Dave curator with an has worked in international various areas of DJ profile, and the music industry has developed an extensive and including retail (Virgin Records),

15 distribution and record labels (Rough Christie O’Regan Trade, Grand Royal, Beastie Boys), (Guidford) and international licensing (PIAS, Christie O’Regan ArtistDirect). Dave set up Trust is ACM’s Quality Management in 2003, and has since Manager, and worked with , Ash, We Are has been part of Scientists, Black Mass, Baxter Dury, the Professional and many others including two Ivor Services team since early 2017. She Novello Award winners. previously ran a small , and holds an MA in “Never give up, be patient, and learn Music and the Creative Economy. In from your mistakes.” addition to her work in the Professional Services department, Christie has Mike McNally taught on the MIP419 Finance, Funding (Guildford, and Innovation, and MIP602 Portfolio London) (Business) modules. Mike McNally moved into the Raf McDonnell music industry (All Campuses) through a career in As a marketing media, working for The Observer, Virgin expert, Raf has Radio, and music titles NME and Melody worked with Maker. After joining EMI Music, he major brands spent ten years in senior A&R, Strategy, (Coca-Cola, and Marketing & Promotions roles Pepsi, Walkers Crisps), across a range of EMI labels before musicians (including Kylie Minogue, joining the innovative management Robbie Williams, One Direction, Ariana company Nettwerk as UK SVP, working Grande), and major creative industry with international artists and their businesses from EMI to Creative Artists management teams. His consultancy, Agency (CAA) and Tickets. He McNally Consulting, delivers seminars, now runs his own talent agency, Talent workshops, and consultations on & Brands, representing celebrity talent strategy, branding, and development for commercial brand opportunities, to international trade bodies, national and helping brands find suitable music export companies, labels, and celebrity talent for their campaigns. artists. “You never know what may come as a “Never turn down an invite. Simple as result of your next meeting. Therefore, that. Networking got me every one of you need to see every meeting as an my jobs – not a nice CV.” opportunity. Be nice to people; they will remember you.”

16 SPOTLIGHT ON: The Modern Music Industry

Music consumption grew by 6% in music project campaign. These areas the UK in 2018, marking the fourth include: consecutive year of growth. Global recorded music revenue grew by 8.1%, • Distribution (digital and physical) which proves that there has never been • Self-releases a more exciting time to be involved in • Manufacturing the music industry. While the major • Data and analytics music labels all benefit from this • Marketing growth, the independent sector is also • Promotion growing quickly. Independent record • Branding companies saw a growth in their overall • Direct to Consumer (D2C) sales global streaming market share, which • Merchandise rose from 17.11% in 2016 to 19.55% in • Rights organisation royalties 2017. During the same period, the major (including neighbouring rights) record labels’ market share either • Live income remained static, or actually decreased. Being independent means hard work, These different areas of the business but the creative and financial benefits overlap in such a way that any are numerous. entrepreneur, whether they are a label manager, artist manager, solo artist or Entrepreneurs are continuing to consultant, can have full control and successfully run independent labels, ensure a well-designed and strategic with plenty of room for new startups campaign for any music creator. It on a year-on-year basis. It is currently is essential that the entrepreneur estimated that there are 45 different identifies the strengths and, most income streams alone within the music importantly, the weaknesses of any industry, and at ACM we have to ensure campaign. Any businessperson is that our students are aware of all of going to make mistakes, especially them, from the traditional options to at the beginning of their career, but it the new ones. Thanks to new structural is important that these mistakes can developments that offer alternatives to be broken down with lessons learned traditional business models, and the for the future. Entrepreneurs have to speed at which technology continues quickly develop problem-solving skills to evolve, it is easier than ever to have to be able to survive in the modern control over the major aspects of any industry.

17 SPOTLIGHT ON: The Learner’s Journey

All Business students at ACM will free membership within their experience both embodied learning studies, enabling them to access and an all-rounded education within networking events, seminars, and the Business & Innovation degree conferences, and be mentored pathway. The music and creative arts by highly experienced managers industries are fast-paced and ever- within their field. changing, and an up-to-date awareness • How to set up a record label. and understanding of both entities Thanks to the digital streaming are crucial to our students’ journey, boom, recorded music revenue development, and post-graduation is once again attainable to all work opportunities. Therefore, a artists and creators across deep understanding and wide range all musical genres on a global of knowledge, skills, insights and platform. Students will also be experience are required for survival. able to research and evaluate the importance of physical formats, Within the specific Business & and their value within the global Innovation degree modules, our market. students will gain an understanding • How to work within the live side of the following key roles and of the industry. This will cover responsibilities: live event management, tour management, and promotion, as • How to be an entrepreneur, well as many other niche skills that including an understanding of are vital within this sector of the finance, funding, innovation, industry. Students will understand business plans, and strategies. the value of live events, and the Students will have the opportunity issues that threaten to deprive to conceive, develop, and launch musicians of an honest living – their own business within the including secondary ticketing, creative industries. and the current global lobbying • How to be an artist manager. This movement working to have it includes understanding the many curtailed. roles and responsibilities of the • How to understand and recognise modern music manager, and the copyright and Intellectual Property numerous income streams that are (IP). This includes the ability to currently available. ACM have an prepare and negotiate all kinds Education Associate Programme of creative contracts, and how to with the Music Manager’s Forum protect IP. (MMF), which gives students

18 Besides the wealth of additional skills and knowledge provided as a standard part of an ACM education, the Business & Innovation student will get full access to the following co-curricular initiatives within their journey:

• Discovery & Development (D&D) – an opportunity for students to work with each other on a creative artist and artist manager basis. This is an ideal way for students to develop their portfolio and gain work experience, while getting to work with students from different creative pathways. • Metropolis Blue – a record label run by the students, for the students. A modern record label structure By the end of their journey, the which D&D can naturally feed into. successful Business & Innovation The structure supports all types of student will: independent releases, and can tap into the music industry for marketing • Display outstanding and sales support. Students entrepreneurial skills; working as part of Metropolis Blue • Have a hunger and desire are mentored by current industry to succeed within their own professionals, to ensure that aspirational path; students are aware of all up-to-date • Own a portfolio that includes developments within the record label work experience, and structure. demonstrates exceptional skills • Music Industry Boot Camp – includes and knowledge; masterclasses and student-led • Have excellent networking, projects designed to provide communication, and research students with valuable experience skills; and insights. This is available to all • Possess a detailed pathways. understanding of how the • Podcasts – hosted and recorded by creative industries connect, and ACM students, under the guidance the roles that exist within them; of our podcasting expert, Ellie • Be fully prepared for a creative Fitzgerald. industries career.

19 20 SPOTLIGHT ON: Roles in Industry

Through our signature “learning by The knowledge and skills gained doing” approach, ACM specialises in from students’ education and active teaching and enabling our students industry participation are transferable to experience the many roles and across the creative industries and responsibilities within the industry beyond, especially when dealing with both inside the degree pathway companies who are working with curriculum and also externally, through Artificial Intelligence (AI), Virtual co-curricular and work experience Reality (VR), Augmented Reality (AR) activities. Over the past few years, our and Blockchain. As time moves forward students have participated and worked and technology continues to perform at the following music events and multiple functions across the different conferences: creative industries, it is important that students have an awareness of the • Midem many roles available to them within the • The Great Escape music industry and beyond. Some of • Association of Independent Music these roles include: (AIM) Awards and Events • International Live Music • Record Labels Conference - Product & Label Management • BBC Introducing - Sales & Marketing • Tileyard Networking Event - Manufacturing & Distribution • Victorious Festival (Portsmouth) - Budgeting & Accounting • Repping at live music events - A&R • Publishing - Registration, Admin, Collecting - Licensing - Syncs - Creative A&R • Artist Management • Social Media & Digital Marketing • Tour Management • Promotions • Branding

21 22 ACM: A Miniature Music Industry

ACM is effectively a microcosm of the potential new business strategies music industry that highlights all the that can improve and update this different aspects of the industry’s day- structure, taking into consideration to-day operations on a global level. The future demands and developments, music industry continues to grow, and competitive analysis, and emerging there is industry-wide confidence that markets. this growth will continue globally over the next decade and beyond. It is vital that ACM has a direct route into the industry, and not just through Both Metropolis Blue and Discovery & the lecturers working within it. ACM Development are examples of cross- appoints ambassadors from within the pathway collaboration at ACM. This key music and creative industries to work aspect of ACM’s educational structure alongside our lecturers and students, ensures that students on the business bringing in important ‘at the coalface’ pathway get to collaborate with creative analysis to prove how fast these artists, musicians, , and industries are changing and why. Some producers from development projects examples of the links we have include: through to commercial releases. This includes the first releases on • Record labels the Metropolis Blue label, and the • Publishers showcases hosted across all three of • Artist managers our campuses to highlight the talent • Booking agents within the ACM community. • Promoters • Social media and digital marketing ACM now incorporate project-based specialists learning into our module assessments. • Entrepreneurs This includes recent projects involving • Tour managers live events, business plans that have • Lawyers developed into real companies, and • Accountants networking events. As Metropolis • Branding and sync experts Blue develops as a label, the resulting • Podcasting knowledge, skills, and interaction • Media training with the music industry will be • Bloggers and vloggers incorporated into the curriculum. A big part of the teaching and discussions We arrange work experience and post- held within the pathway investigates graduate opportunities through these and encourages disruption across contacts and ambassadors, and have all aspects of the music and creative seen an extremely high success rate industries. We look at traditional due to these relationships. business structures, and investigate

23 SPOTLIGHT ON:

What do Adele, Queen, Kendrick conferences, and recording during Lamar, Amy Winehouse, Drake, The downtime. Business students at Rolling Stones, , ACM also get the chance to visit Michael Jackson, Elton John, Noel Metropolis for bespoke masterclasses Gallagher, Harry Styles, Paul and events, where Grammy Award- McCartney, Madonna, and Mark winning engineers such as Liam Nolan Ronson all have in common? They and Paul Norris explain recording are just some of the many global techniques for live instruments such artists who have made music at as drums and piano, as well as mixing Metropolis Studios. Established in masterclasses involving hands-on 1989, Metropolis – located on London’s desk and audio equipment instruction. Chiswick High Road – is Europe’s There are also session sittings and largest studio complex, where over masterclasses with our Grammy 50% of the UK Top 40 Chart is mixed, Award-winning mastering engineers mastered, and/or recorded in an in their personal studios as well. average year. Subject to availability, masterclasses from industry professionals held in Thanks to the fact that our the upper floor bar area, covering such organisations share a Chairman, topics as sync, A&R, and general music ACM students enjoy an access all business advice related to individual areas pass to Metropolis for live career pathways, are included during performance events, industry these visits.

24 Meet The Team “If you want to learn from industry professionals Paul Norris - Chief Engineer GRAMMY who live and breathe the Award, Rihanna’s creative industries every ‘Unapologetic’ album. single day, choose ACM.” Zayn Malik, Alicia Keys, Gorillaz, Ed Sheeran, David Guetta, Jessie J, Jess Glynne, Black Eyed Peas. John Davis - Mastering Engineer Liam Nolan - Engineer Latin GRAMMY - Best 2 GRAMMY Awards, Latin Pop Album: Jesse Adele’s ‘25’ & ‘Hello’. & Joy - Un Besito Mas. Adele, Clean Bandit, Music Producers Guild Ellie Goulding, Kylie ‘Mastering Engineer of the Year’. The Minogue, Paloma Faith, Killers, Led Zeppelin, , Royal Blood. Rita Ora. Tim Young - Mastering Tony Cousins - Engineer Mastering Engineer GRAMMY Award, Music Producers Guild ’s ‘Love’ ‘Mastering Engineer 5.1 Surround. Music of the Year’. Robbie Producers Guild Williams, Seal, Suede, ‘Mastering Engineer of the Year’. TEC The Verve, Massive Attack, , Award for Madonna’s ‘Music’ and The Bat For Lashes, Alfie Boe. Beatles’ ‘Love’ 5.1 Surround.

Matt Colton - Alex Robinson - Studio Mastering Engineer Engineer Music Producers Guild Chris Rea, Elton John, ‘Mastering Engineer Bullet For My Valentine, of the Year’. Arctic Pharrell, Mary J Blige, Monkeys, Thom Yorke, Emeli Sandé, Kelis, , George Michael, , The Script, Nick Jonas, , , Hot Chip, Muse, Will.i.am / Sting & Peter Gabriel, Tinie Peter Gabriel. Tempah.

25 SPOTLIGHT ON: metropolis.blue Metropolis Blue

Metropolis and ACM have created an keep industry aligned with our plans, exclusive record label initiative called discoveries, and releases. Metropolis Blue, which is designed to support all students who want to We work hand in hand with all major release music. labels and distributors, as well as platforms such as Spotify, enabling us Metropolis Blue is run entirely by the to have a direct and consistent link into students, for the students, across all industry. pathways, and is split into divisions and roles to reflect the workings of a real Each division of the label has a real- working label. From A&R to PR, design, life industry mentor, and we hold promotion, booking, law, and more, regular Metropolis Blue workshops there is a role for everyone – ensuring and masterclasses for the team so they that our students are learning by doing, receive expert guidance, knowledge, in line with the ACM ethos. and experience from a plethora of real- life working professionals. We hold bi-weekly label meetings alongside A&R workshops to discover Metropolis Blue is a truly fantastic new talent, aided by the ACM incubator for both creative and Discovery and Development team. business talent. We hold showcases each term, and

26 SPOTLIGHT ON: Discovery & Development

Learning by doing ACM’s Discovery & Development is the real- industry experience where students aspiring to be artists and music industry execs learn to scout, manage, and promote the newest and brightest ACM talent.

What you'll get out of it The aim is to create the real-life experience of managing and launching the career of an artist, giving students first-hand knowledge of working in the music business. Also, if you are an ACM act, you will get bespoke mentoring to help you develop your talents and promote your music.

How it works D&D is extracurricular, will take place throughout the year, and will involve a variety of tasks including putting on gigs, industry showcases, photo shoots, and creating video assets, websites, and marketing plans. It is mentored by Darrin Woodford, who has signed and launched a host of Gold and Platinum-selling artists. Over the last few years, our panel of D&D industry guests has included senior executives from Columbia, BMG, Universal, Kobalt, Ministry of Sound, PIAS, PledgeMusic and Republic of Music, which has led to exciting industry opportunities.

27 SPOTLIGHT ON:

For Business students, Industry Link order to offer our students unique is an essential part of the learning opportunities to rub shoulders with experience at ACM. By offering various music industry professionals, including work placements within many parts artists, managers, and agents. Industry of the music business (including PR, Link host regular networking events artist management, publishing and across all ACM campuses, to give synchronisation, event management, business students the opportunity and record labels), Industry Link to meet and work with songwriters, can provide business students with producers, and performers. real-life learning opportunities. We also host regular masterclasses If you want to kick-start your business across all topics (such as music law, career by looking for new bands and label A&R, licensing, publishing, and artists to work with, Industry Link synchronisation) to give business has you covered. Working closely students an in-depth insight into the with ACM’s Discovery & Development industry they are studying. teams, while maintaining solid working relationships with local venues Networking is essential when pursuing and clubs such as The Boileroom a career in the music industry, and (Guildford), Belushi’s (Hammersmith), forms a key part of the ACM experience. and Asylum (Birmingham), Industry Industry Link has set up partnerships Link will help you discover your next with the BBC, Tileyard Studios, and breakthrough artist. many more industry institutions in

28

What are you up to now? How did ACM's Business School help you get there? I currently work as a project manager for Pulselive (a Sony company). Pulselive build apps and digital platforms for sports teams and leagues such as the Premier League, FC Barcelona, ICC, World Rugby and AFL. I'm currently the Lead Project Manager for Six Nations, The Rugby World Cup, and Goodwood, which sees me lead a team of about 20 developers, designers, and product managers. Business What special career development Student Interview opportunities did you get while studying (Zac Smith) at ACM? My first was through Ace (ACM’s Director of Creative Industry Development Why did you choose to study at ACM? and Head of Industry Link), managing What drew you to it? I was initially drawn Skunk Anansie's social media account. in by ACM’s Production course, then later This role lead me to my first meeting with the Business & Innovation course. I was the founder of Landmrk, where I then held attracted to the course by the curriculum the role of Project Manager for 18 months. and the lecturers’ experience. While at Landmrk I was the Lead Project Manager for Ariana Grande (Universal), What did you gain from studying here? YouTube, Shakira (Sony Latin), CNCO (Sony An insight into quite an opaque industry. Latin), The Vamps (Universal), Jonas Blue The course also sparked my new passion (Universal), CeX and Carling. for technology, which is now central in my current career. What's the best thing about the Business School? The diverse curriculum. What were the most valuable lessons you learnt at ACM? Being curious, managing Why would you recommend the Business time, and the value of hard work. School to prospective students? I would recommend the Business School because Who was your favourite tutor? I’d say it is genuinely an exciting degree. Initial both Dave Cronen and Mike McNally. Dave reservations could be how this degree will because despite his years of experience, stack up with red brick degrees, but I've he still maintains an infectious habit for found through my own experience and the learning. He is also a wonderful mentor, people I work with that it is rarely the only and helped me tremendously throughout decider for employers. They really value my studies. Mike really inspired my love for creative problem-solving skills, a broad reading. He is also a wonderful challenger range of knowledge and insights, genuine of ideas, and was such a huge influence passion and enthusiasm, and authentic in my decision to focus on the technology real-world experiences – and ACM enables sector. you to develop all of the above and more.

29 30 SPOTLIGHT ON: ACM at MIDEM

The music business is built on human relationships and active participation, and MIDEM – one of the most popular music industry conferences on the planet – brings representatives of every industry sector together for four days at the Palais des Festivals in Cannes, France. As an institution intimately connected to every part of the creative industries, ACM organises trips to MIDEM every year, providing a unique opportunity for students to experience life at the highest levels of the music business in one of the most luxurious locations in the world. MIDEM is the perfect place to make new connections, explore the parts of the industry that most excite you, and expand your knowledge and understanding through direct, first-person interactions.

Whether you’re interested in becoming an artist, exploring the record industry, considering a career in management, examining the world of brands and marketing, taking a deep dive into the latest technological developments, preparing for life as an entrepreneur, or getting stuck into any other aspect of the music business, MIDEM is a truly unmissable event. With 4,800 participants, 330 guest speakers, 28 , and 1,915 companies represented across the entire conference, there’s something for everyone – and ACM’s connections can help you uncover career opportunities you might not have considered before.

To access exclusive industry opportunities like our annual MIDEM trips, book a place at an ACM Open Day and join us this September.

31 discussion about working together at the A Message from earliest stage of a relationship, is the most important point. It’s where your Kainne Clements human traits and emotions, your hopes Executive Chairman, ACM and fears and filters and the way you communicate will be revealed. Further Here at ACM, we aim to enable creative down the line, as things start to get problem-solving and critical thinking serious and money starts to get involved, in every one of our students – and people get more defensive. They apply we achieve that goal using practical, different filters, and communicate in real-world examples of opportunities, different ways. So the earliest moment is challenges, and problems which all the most important, to understand how creatives and companies face, from the this business proposition between people earliest point of a startup to international is likely to play out. expansion. At ACM, we’re not a business The creative arts industry functions management school. We’re not through human interaction and value teaching people to conform to a certain exchange, such as the exchange conventional construct. However, and of knowledge, skills, insights, and at the same time, entrepreneurship is experiences. From the earliest stages of a not about wild abandonment. It’s not an business proposition, there will be a very antidote to conventional management. necessary interaction, between human In fact, entrepreneurship with no beings, that determines each person’s management doesn’t work. It’s just a wild value contribution and helps to establish idea. an equitable model for working out a business. For example, if three people The best definition of entrepreneurship have the idea to open a café, and one that I can offer, and what I have seen, is person has ten years’ experience in that that it’s a human idea, to create a new industry, another has £100 in their pocket, product or service, in a highly uncertain and the second person also happens to be environment. Think about those words. It the best friend of the third person, who’s means new. It means without precedent. a barista and knows everything there is to It means without form. It means you can’t know about coffee, those people will need take a textbook off the shelf and say “this to work out the equitable nature of that is how you do it.” Because if you do that, relationship. But if the middle person, there are 10,000 other places doing the with the £100 in their pocket, is also the same thing, and you are all competing for best communicator, the best person razor-thin margins, because it’s called a at social media, and a wizard at social commodity. analytics, it will be more challenging to work out who’s bringing what value to the So entrepreneurship, and bringing things table. that are new into the world, affords those who get it right the highest margins and It’s been my experience over thirty years, the highest returns – for a period of time. which I offer you now, that what I call the It’s never guaranteed forever. And nothing “car park discussion,” the initial informal is inevitable. So what we aim to put across

32 to our creatives is how to approach a My pledge to people who want to come situation and, for example, listen your to ACM is that if you really and honestly way, to the point where you understand care about the creative arts industry, it how to contribute. We want our students doesn’t have to be about music. Music to understand the nature of critical just happens to have the biggest number thinking and creative problem-solving, of touchpoints to the wider creative arts and how to apply them to entrepreneurial sector than any others. Therefore, through and business scenarios. music we are in connection with, and immersively working with, independents, Every employer I’ve ever spoken to, and freelancers, consultants, brands, every entrepreneur who’s ever created large corporations, and international a company, craves more of one thing, conglomerates, carving up deals between something that exists in preciously small NBCUniversal and Netflix while at the amounts – namely creative thinkers, and same time doing independent releases of creative problem-solvers. Conventional music, and also connecting with fashion, education doesn’t tend to foster that photography, TV, and choreographers. creativity, because of the way it’s constructed and the way it has to deliver Through embodied learning, which and group things together. It tends to means how you really internalize and lead you to answer an equation, the way process what you learn, our aim here the national guidelines need you to. So by is to enable you to have an appreciation the time you’re coming into your further of the creative arts landscape, and also education and have options, you need to the art of communication. Business by start thinking about the kind of adult you definition cannot stand still – and if you want to be, because you’ve conformed want to either add value to somebody to a conventional construct all of your else’s business or develop your own, you pre-adult life at that point, and you are need to know how to assess a situation, about to go through a difficult phase how to value a proposition, and also to transition into a pre-professional when and how to seek a partner if you adult. You’re also going through that need investment. Businesses naturally transition in a noisy world, and you’re go through different growth profiles, and probably playing your life out very publicly there will be pains of growth that go with online. So the world is full of many more that. challenges now. An ACM education will enable you to To get a person to be able to be in the offer creative answers to problems and moment, now, today, so that they can challenges that will come out of nowhere not only see an opportunity but properly – perhaps because of the macroeconomic engage with it, and demonstrate to a climate, Brexit, localised conditions, or person in conversation that they can add illness. Any number of things can happen value, is a skill. It’s an absolute skill, and at any time. The question is how you it shouldn’t be taken for granted or lightly. respond to it – and your response will And you shouldn’t think that it’s a gift speak more to your audience, which might that you’re just born with. It’s a skill that I be your employer or employees, than know can be learnt. I have learnt it, and I anything you could have written down on have taught it to many. your résumé.

33 SPOTLIGHT ON: Brands

Brands are an important part of today’s on Coke bottle labels – and Just Eat’s music industry. They can provide poster ads, featuring popular lyrics invaluable marketing support for adapted to include takeaway-related established artists, enable new artists puns. to build a fanbase and engage a wider audience, and provide an important Artists, , and producers also income stream for artists big and need to think like brands as they seek small. However, the value that brands to build and sustain careers in today’s offer is not only limited to artists. music industry. They can even become Writers and producers can also benefit brands in their own right, and they have from the investment that brands can an opportunity to build relationships make in music, from licensing music with their customers and fans through for use in adverts and games to recent a variety of avenues, including but examples of brand-music synergy, such by no means limited to live gigs and as Coca-Cola’s “Share a Coke and a showcases, networking events, and Song” campaign – during which social media platforms. lyrics from popular songs were printed

34 SPOTLIGHT ON: Podcasts

Podcasts have become an essential everyone. Each podcast is derived from fixture of modern life. We listen to them a masterclass or workshop that we on the Tube, on the way to work, in the hold each term as a standard part of gym, and even in our beds as we sleep. an ACM education. Masterclasses are The number of weekly podcast listeners designed to host interactive content, has doubled in the last five years, while providing insights and lessons from the steepest growth area in listenership real-life industry personnel and can be found among young adults aged enabling students to fully experience 15-24, one in five of whom now listen to and maximise learning – and we record podcasts every week. approximately 20 podcasts each term, available and accessible to all students. At ACM, we develop podcasts as an Our podcasts get to the heart of what integral part of our students’ learning students want to know and make experience. All podcasts are recorded it available in a digestible format, with relevant key industry personnel, whether it involves media training and all are hosted and recorded by insights, video-blogging advice, tech students at ACM to ensure that they trends, jobs in music, social media are learning by doing. These podcasts branding strategies, or any other topic showcase just how immersed we are related to the creative industries. in the industry, keeping our finger on the pulse of what’s happening now and By listening to ACM podcasts, and acting as an authoritative resource, getting involved in the creative process through which students can further themselves, our students can further enhance their education. expand their industry-relevant knowledge, understanding, and All podcasts are relevant and linked to skillsets. They can also discover new all of our learning modules, covering career options and opportunities that all pathways so there is something for they might not have considered before.

35 36 SPOTLIGHT ON: Research Skills

At ACM, we strive for our students to words on a topic of your choice. The develop a broad range of research dissertation and final research projects skills and techniques that will aid them offer an opportunity to explore in-depth not only in their studies, but also other a topic that you are passionate about, aspects of their lives. and make a significant contribution towards music knowledge. We offer Fostering good research practice is a number of modules and electives to at the heart of the work we do here support your academic work and your at ACM. As Business tutors, our aim professional development, including is to develop and enhance your ability a compulsory Research Skills module to search, investigate, evaluate and that covers critical reading and thinking analyse data, trends, technologies, skills, information management, and a copyright laws and products, in order range of study techniques. for you to make critical and informed interventions into your chosen We are also aware that some students specialist areas. may prefer to engage in more practice- based research, such as producing During your time with us, you will new music software, technologies, need to complete a number of short or installations. We welcome these written essays related to the modules innovative research approaches here at and electives you choose, and towards ACM, and will work to support all your the end of your studies, you will be research endeavours. expected to undertake a written dissertation of between 6,000 and 8,000

37 WE ARE THE EXPERTS Hand-picked tutors, all dual professionals with expertise in their respective sector of industry as well as education WE ARE INDUSTRY Industry-led masterclasses Industry Leadership Team, immersively connected to the Internships and work creative industries placement programme Monthly industry networking & events

WE ARE INNOVATIVE Collab: Our brand new creative networking and We are collaboration app

WE HAVE WORLD-CLASS FACILITIES Multiple recording studios, post-production suites, practice spaces, lecture theatres, and MIT suites

State of the art equipment provided by brands such as Apple, Fender, Yamaha, Roland, Tama, Audient and Marshall, to name a few Metropolis Studios, London – Europe’s largest independently-owned recording studio complex The Electric Theatre, Guildford – A 210-capacity auditorium kitted out with an HK sound system, staging, drum risers, and tiered seating

38 WE LEARN BY DOING WE EARN BY DOING Metropolis Blue – Our student- ACM Production Library – Earn run record label as you learn with our new online production portal Podcasts – Facilitated by our student team, an integral part of education and wellbeing Radio – In-house community radio station Internship and work placement WE ARE ALTERNATIVE scheme Pioneering two-year accelerated degrees (Guildford, Birmingham) Our Extended Diploma courses are worth the equivalent of 2 A* grades at A-Level

WE PROVIDE GREAT PASTORAL CARE AND SUPPORT MENTAL HEALTH WE ARE ON IT Award-winning Student We are synchronised with real- Services team world industry opportunities Mindfulness and wellbeing and key events integrated within the Modules are constantly curriculum updated and developed on an ongoing basis

WE ARE COMMUNITY WE ARE PERSONALISED LEARNING Comprehensive outreach We treat our students as individuals programme Our unique curriculum offers over Community events and 160,000 unique module combinations work placements We build bespoke study programmes Charity projects for every student, based on their background and personal goals

39 Designer

Session Musician Production Library Conductor

MusicBacking Vocalist Researcher Radio Producer Merchandiser Lawyer Blogger Industry Social Media Manager Recording Engineer Music Therapist Agent Technician Musical Director Marketing Product Management Manager Vocalist

Brand Manager Tour Manager Management Media Plugger A&R DJ Events Manager

Music Producer Music Journalist Percussionist Songwriter

Business Booking Agent Artist Liaison Instrument Technician Accountant Live Sound Technician Tour support Tutor Music PR Drummer Guitarist Bassist Roadie Publicist Media Manager Radio Presenter

creative. industries. education.

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