MA Music, Management and Marketing

1 Year On Campus Masters Program

University of York

Program Overview

The MA Music, Management & Marketing at York combines your passion for music with practical business and marketing skills, preparing you to take on leadership roles in the creative industries. You’ll learn how to manage projects, develop audiences, and use insights from music psychology and marketing — all while gaining hands-on experience and guidance from staff with real-world industry expertise.

Curriculum Structure

This one-year full-time (or two-year part-time) programme is built around core modules, options, and an independent study project:

You’ll start with core modules like Principles of Music Management, where you step into a management team role and tackle real-world challenges in the music business, and Music Psychology for Marketing, exploring how people respond to music and how that informs audience engagement and marketing strategy. Creative Industries Project Management develops your skills in planning, budgeting, and delivering projects, while Empirical Research Skills for Music, Management and Marketing prepares you to design, conduct, and analyse meaningful research in a creative context.

As you progress, you choose two optional modules based on your interests, such as AI and its Application to Creative Practice or Marketing in the Creative and Cultural Industries, giving you a chance to specialise and deepen your expertise. The programme culminates in an Independent Study Module (dissertation), where you create a major project — whether it’s a marketing strategy, business plan, empirical study, or communication plan — tailored to your career or academic goals.

Focus Areas

music industry management, creative industries marketing, audience development, music psychology, project leadership

Learning Outcomes

lead and manage within music organisations, apply marketing psychology to real-world scenarios, conduct independent research in a creative context, communicate effectively with stakeholders, and critically evaluate music-business practices

Professional Alignment (Accreditation)

Taught by staff with hands-on experience in music management, marketing, and creative industries, this MA provides insights directly relevant to careers in the music and creative sectors.

Reputation (Employability / Rankings)

The School of Arts and Creative Technologies at York is recognised for combining creative practice with rigorous academic research.
Graduates move into roles such as tour manager, label manager, event manager, promoter, market researcher, producer, or venue manager, demonstrating the programme’s strong professional relevance.

Experiential Learning (Research, Projects, Internships etc.)

This MA is all about learning by doing. You won’t just study management and marketing concepts — you’ll put them into practice through real-world projects, working with creative organisations, and gaining hands-on experience in music industry settings. York’s excellent facilities, from rehearsal rooms and performance spaces to concert halls, give you the tools to plan, execute, and showcase your projects, while workshops and masterclasses help you connect directly with professionals.

Here’s how you’ll gain practical, career-ready skills:

Collaborative Industry Projects – work directly with creative-sector partners to tackle real business and marketing challenges.
Empirical Research Skills – design and carry out research on music, audiences, or marketing behaviour using qualitative and quantitative methods.
Music Psychology for Marketing – apply insights from psychology to understand audience responses and improve marketing strategies.
Creative Project Management – plan, budget, and run music-related projects alongside your peers, building teamwork and leadership experience.
Independent Study / Dissertation – undertake a major project, such as a marketing strategy, business plan, or research study, that reflects your professional interests.
Performance & Practice Spaces – access dedicated rehearsal rooms, the Jack Lyons Concert Hall, and other performance venues to support your projects.
Creative & Academic Events – participate in masterclasses, ensemble performances, and talks to gain real-world insight and industry connections.

All of these experiences help you create a professional portfolio and develop the skills employers in the music and creative industries are looking for.

Progression & Future Opportunities

Graduates from this MA leave York ready to step into exciting roles in the music and creative industries, such as Artist Manager, Events Manager, Music Promoter, Label Manager, or Tour Manager. The programme equips you with a mix of management, marketing, and audience insight, so you can lead projects, grow audiences, and make strategic decisions that really make an impact.

Here’s how York helps you turn your MA into a successful career:

Careers & Employability Support – York’s Careers team offers tailored guidance for postgraduates, including help with CVs, interview prep, and connections with music and creative industry employers.
Strong Graduate Outcomes – Around 92.5% of York postgraduates are in work, further study, or other positive destinations within 15 months of graduating.
Industry Experience – The Creative Industries Project module gives you the chance to work directly with real music and arts organisations on authentic business and marketing challenges.
Professional Skills for the Long-Term – You’ll gain leadership, project management, and marketing psychology skills that are highly valued across the creative industries.
Diverse Career Paths – Alumni move into roles such as Artist Manager, Label Manager, Festival Coordinator, Tour Manager, Market Researcher, Promoter, Producer, and Venue Manager.

Further Academic Progression:
After completing this MA, you could continue your studies with a PhD or MPhil in Music Business, Cultural Management, or Creative Industries, building on your research and project experience. You might also explore specialist postgraduate courses in Cultural Entrepreneurship, Arts Management, or Audience Development, using the practical and research skills you developed during the MA.