People often identify themselves through music. Will your creative festival concept strike the right chord? Can it contribute to a more sustainable environment and social innovation? Learn how to achieve this in the minor in Live Music & Dance Events.

The minor Live Music and Dance Events focuses on live music (music festivals, music venues) and dance events (music festivals, music venues, clubs) in the heart of the leisure industry.

The focus is on creating and organising sustainable events in the live music and dance industry with social and economic impact. In addition to providing entertainment through unique events, the function and message of live music, festivals and concerts go many steps further.

Concerts and music give people and the environment an identity. An artist's business model is based on live music in times where technology reigns supreme. In addition, festivals are breeding grounds for new innovations around sustainability and social innovation, and cities use music and festivals to attract tourists and as a driving force for the local economy by investing in them.

Our learning objectives are closely related to the competency areas within the Academy for Leisure & Events, specifically the direction of Live Music & Dance Events. The most important learning objectives are:

• Developing and elaborating a creative experience concept into a product or service
• Directing the (collaboration) process
• Developing and elaborating a marketing strategy
• Coordinating and organising an event and ensuring the safety of end users

• Affinity with producing and market music/dance events.
• Propaedeutic certificate achieved

Delivered via Brightspace

Distribution of the 30 credits:

Entire production of a music/dance event, including Strategy and Stakeholder

Management workshops and a mystery visit: 20 credits

Course Concepting and Marketing, including a ‘Design Sprint’: 5 credits

Course Production and Logistics: 5 credits

Assessment is based on the following four HEO criteria:

• Theoretische basis
• onderzoekend vermogen 
• professioneel vakmanschap
• beroepsethiek & maatschappelijke orientatie 

Competencies
Concept design, strategy, stakeholder management, marketing, branding, production, logistics

Topics

• Trends and developments
• Sustainability
• Imagineering
• Concept development
• Strategic cooperation
• Branding / brand activations
• Event logistics (pre-production, load-in, show and load-out)
• Visitor safety (crowd control)
• Customer journey
• Social media
• Offline/online Marketing

Structure of the minor
The minor roughly consists of two parts:

1. A theoretical part: the Concepting and Marketing course (five weeks), including a “Design Sprint” and the Production and Logistics course (five weeks)
2. A practical part: planning and organising a (real-life!) activity or event in the Live Music & Dance industry.

• Lectures and guest speakers
• Workshops
• Theme days
• Project meetings with your group
• Pitches and presentations
• Peer evaluations
• Visit the industry

Teaching methods

• Design Sprint (‘pressure cooker’)
• Project-based (project work that delivers a predefined outcome for clients)
• Flipping the classroom, students’ research topics and giving presentations
• Use of the knowledge clips database to enhance the learning experience
• (Guest) lectures on specific topics
• Theme days (mix of theory and practice)

International context
Attention for national and international best practices

Costs
No specific costs