WORKSHOP OVERVIEW

Presented by the Berklee Abu Dhabi Center and the Music Business/Management Department at Berklee College of Music, this five-day Music Business Intensive offers a rare opportunity to explore the global music business through the lens of one of today’s leading educators and practitioners. Over the course of the week, you’ll gain insider knowledge on the current trends and frameworks shaping how music is created, protected, marketed, and monetized in today’s fast-changing landscape. Designed for industry professionals who want to broaden their expertise and sharpen their impact, the workshop blends cutting-edge trends, emerging technologies, real-world case studies, and hands-on strategies to help you navigate the future of music with confidence.


Learning Outcomes

Gain an insider’s perspective on the global music business, from revenues and rights to emerging technologies and trends.
Understand the current intellectual property landscape, including collecting societies, AI, and landmark legal cases.
Explore the full range of music business revenue streams and how companies leverage brands, catalogs, and audiences to maximize profitability.
Analyze how leading companies design and execute marketing campaigns that integrate data, strategy, and creativity.
Examine the impact of emerging technologies such as AI, blockchain, Web3, and XR on rights, monetization, and the future of the industry.


SCHEDULE

Day 1 - The State of the Global Music Industry

Kick off the week with a comprehensive overview of the forces shaping today’s music ecosystem. We’ll unpack global revenue growth, the dominance of streaming revenues, and the resurgence of physical formats like vinyl. We’ll look at regional growth markets such as MENA, Sub-Saharan Africa, and Latin America, and how they compare with mature markets. This session also explores how consumer behavior is evolving—shorter release cycles, increased demand for constant visibility, and the challenges of discovery amid more than a million new weekly uploads. Finally, we’ll address industry risks and integrity issues, from piracy and fraud to streaming manipulation and the misuse of generative AI. By the end of this session, participants will have a clear, data-driven snapshot of the global industry’s current landscape, opportunities, and challenges.

Day 2 - Legal Aspects: Intellectual Property & Licensing

The legal landscape of music is evolving faster than ever. This session unpacks the fundamentals of intellectual property while spotlighting how copyright, licensing, and rights management work in practice today. You’ll explore the role of collecting societies (PROs, MROs, CMOs) and how their structures differ between the U.S. and international markets. We’ll also focus on the impact of artificial intelligence—from copyrightability of AI-generated works to issues of training data and the right of publicity. Recent and landmark cases will be discussed to show how courts and policymakers are shaping the future of IP in music. By the end, you’ll have a clear picture of the current global IP landscape and the challenges and opportunities it presents.

Day 3 - Music Industry Revenue Streams

This session unpacks the wide range of income sources available today, including streaming, publishing, live performance, merchandise, sponsorships, sync licensing, and catalog sales. We’ll explore the economics behind each model, the profitability challenges companies face, and how shifting consumption habits continue to reshape the landscape. Beyond core music revenues, we’ll also examine how businesses leverage brand identity and audiences for entrepreneurial ventures, partnerships, and opportunities that extend beyond music. You’ll leave with a clearer picture of the opportunities available and how to build sustainable strategies in a global marketplace.

Day 4 - Modern Music Marketing: Strategy & Global Campaigns

This session explores how marketing drives success in today’s global music business. We’ll break down how leading companies design and execute campaigns that scale across platforms, regions, and audiences. Topics include brand strategy, content frameworks, audience segmentation, social media dynamics, playlisting, publicity, and the growing role of data in campaign design. Participants will gain insights into how major players align creativity and analytics to build effective campaigns that resonate worldwide.

Day 5 - Emerging Technologies & The Future of Music Business

Conclude the intensive with a deep dive into the technologies reshaping the industry’s future. We’ll examine the impact of AI on everything from music creation to rights management; the role of blockchain and Web3 in transparency and monetization; and the opportunities presented by XR, immersive media, and virtual performance spaces. Beyond this, we’ll explore the debates around responsible AI, copyrightability of AI-generated works, and unauthorized ingestion of training data. We’ll also look at convergence with adjacent industries such as gaming, wellness, and film/TV, as well as the next frontier of disruptors including virtual artists, hyper-personalized fan experiences, and real-time interactivity. This forward-looking session equips participants with a clear perspective on how to anticipate and adapt to the next wave of change in the global music business.


Instructor BIO

Chris Wares is an educator, business strategist, and artist development coach. He currently serves as the Assistant Chair of the Music Business/Management Department at Berklee College of Music, where he leverages his extensive industry experience to empower artists and music professionals to advance their careers. Over the course of his career, Chris has held roles as a marketing director, grant writer, artist manager, copyright administrator, and distribution specialist, working with many of North America’s leading independent record labels, publishing companies, entertainment law firms, and management companies. He has led marketing campaigns for Grammy and Juno Award–winning artists and secured substantial funding for artists and businesses.

At Berklee, Chris teaches courses in marketing, business, and emerging technologies, while also leading industry collaborations that provide students with hands-on, experiential learning opportunities. Notable partnerships include Universal Music Group, Sony Music Entertainment, Warner Music Group, SXSW, TikTok, Instagram, and Spotify. A sought-after speaker and recognized industry expert, his insights have been featured by Harvard Business School, NPR, Billboard, CBC, and more. Chris is also an active member of the Recording Academy, the Canadian Academy of Recording Arts and Sciences (CARAS), and the Music and Entertainment Industry Educators Association (MEIEA), and regularly serves as a grant juror for the Foundation Assisting Canadian Talent on Recordings (FACTOR), reflecting his ongoing commitment to supporting talent and advancing the arts.

Note: Please be aware that purchased tickets are non-refundable, and registrations cannot be transferred.