The art of independence - music as a professional field

Online seminar

In times when the artistic job market does not offer permanent employment to all job seekers by far, self-employment is often the only possibility to earn a living in the professional field of music.

The seminar teaches the basics of a successful business model concept and gives impulses for a personal conception.

Using the Business Model Canvas, a modern method for structuring, systematically developing and reviewing business models, we will guide you through the most important questions that need to be answered for a viable self-employment. You will have the opportunity to take the first steps from a basic idea to a clear business concept.

In particular, we will reflect on how to track down the various specifics of an attractive product offering, how to find and use a suitable positioning within the existing competition, or how a customer-oriented view helps to optimize your own offering and customer approach in an attractive and effective way. Possible marketing channels and activities are discussed as well as questions about costs and revenues.  

We impart knowledge underpinned by 30 years of our own experience in the music business. At the end of the seminar you will know what you can do concretely to (further) develop your business and which next steps are concretely necessary for it.

The seminar is suitable for people who are considering self-employment for the first time as well as for those who want to further develop or sharpen an existing business model.



Teaching team:

The lecturers Bettina Kerth and Martina Stoll look back on a great deal of their own professional independence.  

Bettina Kerth studied music and sports, opera singing and cultural management and has been a freelance singing teacher, singer, seminar leader and cultural manager for a good 30 years.  

Martina Stoll has a degree in physics and is a certified systemic coach. She has not only been advising clients on marketing topics for many years as a partner in an advertising agency, but also teaches courses on resilience and stress management as a university lecturer. 

Number of participants: approx. 16
Course start: Thursday, 25.03.2021, 9:00
Course end: Friday, 26.03.2021, 13:00
Note on date: The seminar will take place on two days in the morning:
Thursday, 25.03.2021, 9:00-13:00
Friday, 26.03.2021, 9:00-13:00

90 €


Zoom will be used as the conference system.

The access data will be communicated to the participants in good time before the start of the training.

Notes on registration: Registration takes place via the Landesmusikakademie Rheinland-Pfalz.

This course is recognised by the Pädagogisches Landesinstitut Rheinland-Pfalz under Az. MA.2185 as serving official interests.