Fielding Graduate University News

Marketing Music to Fans: Learning How to Play

Posted by Hilary Edwards on Thu, Jan 30, 2014

The Economist

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Fielding alumna Gigi Johnson, EdD (ELC '11), was recently interviewed for an article about the connection between music and social media marketing in The Economist.

The Economist- Dec 13th 2013, 12:41 by G.M. | SAN FRANCISCO:

It has been a tough decade for the music industry, but some are beginning to hear a happier tune. Employment for musicians is growing due to increased demand for live performances. The average hourly wage for musicians is now around $22, well more than the countrywide average of $16.

A 2012 Berklee College of Music report found that the average personal income of more than 5,000 surveyed musicians was $55,561, which is higher than the national average of nearly $43,000. (More than half of the surveyed musicians work at least three jobs, and income from musical work, such as compositions, recordings and performances, accounts for roughly 80% of take-home pay.) The industry also has several niche growth areas, including startups, video games to music therapy. 

"It makes me very hopeful for our musicians here and what they can do," said Peter Spellman, director of Berklee's Career Development Center, to Forbes. "But it does require a certain amount of business savvy and marketing savvy, in combination with your musical savvy, to succeed."

To arm musicians with some of this savvy, a handful of American universities are now teaching courses designed to help students get ahead in an evolving industry. In programs at Berklee; the University of California, Los Angeles; Belmont University in Nashville; the University of Southern California; and Syracuse University in upstate New York, among other places, musicians, recording engineers, tour managers and industry executives teach classes in marketing, promotion, social media, technology and entrepreneurship.

Musicians continue to struggle to get royalties, so Gigi Johnson, executive director at the Maremel Institute, a California-based media consultant, spends a lot of time teaching students how to exploit social-media data to make more informed decisions about marketing music to fans.

"Some of my music students have 50,000 YouTube fans, but don't know what to do with them," Ms Johnson said. She teaches her students how to discern the "psychographics" of fans from back-end diagnostics: where do fans hang out? How do they see themselves, and where do they eat? This data can be used to create targeted sponsorship campaigns with specific brands, she says.

To read the full article, click here.

gigiGigi Johnson, as Executive Director of the Maremel Institute, explores how technology is transforming media, creative industries, education, and our shared expectations for the future. Maremel advises organizations and creates learning programs to help university leaders, media executives, and creative professionals rethink how to thrive under new technologies and business models.

She speaks extensively and teaches part-time at UCLA Herb Alpert School of Music, focusing on digital disruption of creative industries. She has enjoyed teaching as well for five years with University of Navarra in Pamplona, Spain and at the launch of the new creative industries program at the Higher Colleges of Technology in Abu Dhabi. Until 2005, she had been Executive Director of the UCLA Anderson’s Entertainment and Media Management Institute.  Before joining UCLA in 1999, she had been SVP/Managing Director at Bank of America, where she spent most of a decade in their Entertainment/Media practice, financing M&A in changing media industries.

Johnson received her doctorate in education/media studies from Fielding Graduate University, her MBA from UCLA Anderson, and her BA in Cinema-Television Production from the University of Southern California. She is a member of the Interactive Peer Group in the Academy of Television Arts and Sciences, and actively involved in many research and industry organizations.


Tags: Media psychology, educational leadership, Marketing, social media, digital learning, fielding graduate university

Veteran's Advocate Brockton Hunter to speak in Santa Barbara

Posted by Ari Morguelan on Wed, Oct 31, 2012

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Fielding Graduate University is proud to host Brockton D. Hunter, a nationally recognized expert on Post-Traumatic Stress Disorder (PTSD) impacts on combat veterans, as he presents “Echoes of War: The Combat Veteran in the Criminal Justice System” on Thursday, November 15th from 5:00pm-6:30pm at the Santa Barbara Jury Assembly Room in Santa Barbara, 1108 Santa Barbara Street. The public is invited to attend this free presentation, made possible by an Emerging Needs Grant from the Fund for Santa Barbara and the Santa Barbara County Superior Court.

Mr. Hunter is an attorney and former Army Scout who is recognized throughout the United States for his work on behalf of veterans in criminal courts. He drafted Minnesota’s landmark Veterans Sentencing legislation and has consulted for the Obama Presidential Transition Team, the Department of Defense, and the Department of Veterans Affairs.

PTSD is recognized as a common side-effect of war: 20% of the 2.6 million Americans returning home from service in Afghanistan and Iraq are expected to suffer from its effects. Mr. Hunter will discuss the history of PTSD including ties to criminal behavior and lessons to be learned by those involved in the administration of criminal justice.  He will also examine how criminal charges serve as an opportunity to identify and assist troubled veterans, enabling them to return to their communities as assets instead of liabilities.

Veterans Treatment Courts are gaining national recognition as a tool to help identify and treat PTSD in combat veterans.  A local effort, led by the Honorable George Eskin, with support from Fielding Graduate University’s Institute for Social Innovation and other community stakeholders, is working to develop and implement the best approach to supporting Santa Barbara County veterans while protecting public safety.

The Institute for Social Innovation partnered with the Santa Barbara County Superior Court, Santa Barbara Women Lawyers, Santa Barbara County Bar Association, and the Common Ground Santa Barbara Homeless Advocacy Project to sponsor this event.  1.5 hours of MCLE Substance Abuse credit are available to attendees. Please email sbwl.admin@gmail.com for information on MCLE credit.

For more details about the event, please contact:
James Kyriaco Jr, MPA, Project Manager, Institute for Social Innovation
Phone: (805) 898-2906                              
Email: jkyriaco@fielding.edu

 **Please click here for flyer**

Tags: disaster mental health, Marketing, adult learning, Distributed education, higher education, fielding graduate university

Fielding Supports Goals of Occupy Wall Street

Posted by Sylvia Williams on Tue, Jan 03, 2012

The gap between rich and poor is greater than ever before in our lifetimes, and we need to stand up for those who are trying to improve their circumstances and provide for their families. As a graduate institution serving a community of scholars and practitioners who are devoted to learning and social change, we stand in support of movements like Occupy Wall Street, which attempt to create dialogue and collective engagement of our citizens at such critical social moments.

Students at institutions of higher education are being forced to pay more for tuition and go deeper into debt because of cuts in state funding and federal aid programs. The Social/Ecological Justice and Diversity Commission of the Academic Senate at Fielding Graduate University applauds the goals of the Occupy Wall Street movement, which continues to highlight the inequity and unfairness of the society in which we live. We strongly support the movement and wish it every success. We are in this together and support activities that foster continuing dialogue around these important social issues and strengthen our democratic engagement.

Tags: APA, social justice, educational leadership, Organizational development, Marketing, social media, Advising and Student Development, digital learning, sustainability, development, philanthropy, higher education, human rights, graduate education, environmental justice

Edelman Named Fielding's VP for A&D

Posted by Sylvia Williams on Wed, Oct 27, 2010

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David Edelman has been selected as vice president for Advancement and Development at Fielding Graduate University it was announced by President Richard S. Meyers, PhD. A long-time Santa Barbara resident with a career that included both the business and nonprofit sectors, Edelman will join Fielding’s senior management team to lead the university’s activities in development, alumni relations, corporate and foundation affiliations, community outreach, and external relations.

Edelman worked for 14 years at Cox Communications where he was known as a dynamic and innovative business leader and was responsible for significant growth and successful strategic planning for the company. He was the public spokesperson for Cox and produced and hosted the award-winning “Community Connection” television program that spotlighted local nonprofit organizations. Prior to his positions at Cox, Edelman was executive director at Klein Bottle Youth Programs, a nonprofit organization that served children, youth, and families, where he raised and managed an annual budget of over $4,000,000.

Edelman has an MBA from California Coast University, an MA from California State Northridge, and a BS from SUNY, New York. He is an active supporter of numerous nonprofits as a volunteer and board member. While VP of the board of the Boys and Girls Club of Santa Barbara, he led their fundraising program through the annual dinner and charity auction. Edelman serves on the boards of Santa Barbara International Film Festival and the Nonprofit Support Center and volunteers for United Way, the Arthritis Foundation, the American Heart Association, and La Casa de Maria.

In announcing Edelman’s appointment, Meyers said “David has had an impressive career in business and contributed so much to Santa Barbara’s community nonprofits. We are delighted he is joining our organization, where he will apply his considerable talent and experience on our behalf, here and everywhere Fielding is represented by students, faculty, and alumni.” 

Chief among Edelman’s responsibilities will be to enhance the university’s profile in the public domain and to expand support for the work undertaken by its network of scholars and practitioners dedicated to the advancement of social justice and diversity throughout the world. He will assume the position on November 1, 2010.

 

 

Tags: Marketing, advancement, development