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Programme category
CLINIC
Program Level
All levels
Dates
  • 11 Apr 2021 06:00 PM - 08:00 PM
  • 14 Apr 2021 06:00 PM - 08:00 PM
  • 18 Apr 2021 07:00 PM - 09:00 PM
  • 20 Apr 2021 06:00 PM - 08:00 PM
  • 25 Apr 2021 06:00 PM - 08:00 PM
  • 27 Apr 2021 06:00 PM - 08:00 PM
  • 29 Apr 2021 06:00 PM - 08:00 PM
  • 06 May 2021 06:00 PM - 08:00 PM
  • 22 May 2021 06:00 PM - 08:00 PM
  • 25 May 2021 06:00 PM - 08:00 PM
  • 03 Jun 2021 06:00 PM - 08:00 PM
  • 10 Jun 2021 06:00 PM - 08:00 PM
Programme fee
AED 110
Programme details


Berklee Abu Dhabi offers open clinics led by world-renowned faculty members and music industry experts. Various music industry subjects will be covered such as: Artistic identity and visual branding, musical identity and signature sound and business development and marketing strategies.

These sessions will be held remotely and are all open to the public.

Multiple session packages are available.

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LEARN FROMTHE BEST

BRIAN DUBB

BRIAN DUBB

BRIAN DUBB

COURTNEY HARRELL

COURTNEY HARRELL

COURTNEY HARRELL

DOLLY MAKHOUL

DOLLY MAKHOUL

DOLLY MAKHOUL

GAEL HEDDING

GAEL HEDDING

GAEL HEDDING

HABIB ACHOUR

HABIB ACHOUR

HABIB ACHOUR

LAMONT LEAK

LAMONT LEAK

LAMONT LEAK

LUCIA KAMINSKY

LUCIA KAMINSKY

LUCIA KAMINSKY

MICHAEL JAY

MICHAEL JAY

MICHAEL JAY

PANOS PANAY

PANOS PANAY

PANOS PANAY

RICHARD FURCH

RICHARD FURCH

RICHARD FURCH

ROB LEWIS

ROB LEWIS

ROB LEWIS

TONYA BUTLER

TONYA BUTLER

TONYA BUTLER

OPEN CLINIC 1: DEVELOP YOUR OWN NARRATIVE: WHAT IS YOUR STORY?

Sunday 11 April at 6 PM

Instructor: Brian Dubb

Course Description

Finding one’s artistic voice and identity and the practice of good management are essential to an artist’s success, however they define success. During this session, we will break down the process to find and develop one’s artistic voice and identity, as well as discuss the concept of what ‘good management’ is, from the point of view of the artist.

Learning Outcomes

  • Understand the importance of ‘finding one’s voice’ and the practice of good management and understand how these two connect.
  • See the big picture of the entire music industry from the point of view of the artist.
  • Understand how the dots connect from intention and vision, through development of your artistic identity, to strategy development.
  • Understand how to translate intention, vision and strategy into artwork and branding, and how to consistently express your artistic story and narrative in a relevant way in the digital realm.
  • Connect the dots from intention and vision, through development of your artistic identity, to strategy development and artwork and branding.
  • Identify the tools and skill sets needed to develop an artist identity and story.
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OPEN CLINIC 2: DEVELOP YOUR VISUAL BRAND: HOW DO YOU STAND OUT?

Wednesday 14 April at 6 PM

Instructor: Lamont Leak

Course Description

This course will give the artist an overview of brand identity and artist storytelling. Artists will be equipped with the fundamental elements necessary to build their prospective brands. The course will cover a wide variety of topics from understanding the psychology of consumers to creating a winning brand image. Artists will leave this course with a clear and concise brand statement and execution plan for their projects.

Learning Outcomes

  • Strong brand messaging.
  • See the big picture of the entire music industry from the point of view of the artist.
  • Package the brand.
  • Definable visual branding that correlates to artist messaging and music.
  • Connect the dots from intention and vision, through development of your artistic identity, to strategy development and artwork and branding.
  • Visual branding and consumer buying behaviour.
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OPEN CLINIC 3: TURNING YOUR FEELINGS INTO SONGS —A SONGWRITING COURSE BY MICHAEL JAY

Sunday 18 April at 7 PM

Instructor: Michael Jay

Course Description

Through studying the structure of hit songs, this session will help you indulge in practices geared towards helping you to sharpen your songwriting skills. Elements will involve going over tips and tools to help better shape your songs in terms of dynamics, texture, hooks and form, which will help you get to professional-sounding songs ready for commercial success.

Learning Outcomes

  • How to go from inspiration to finished song.
  • Selection of musical style and direction.
  • Imagine how the song will sound and then work to achieve that result.
  • Study other hit songs for reference and inspiration.
  • How to know when a work-in-progress becomes a finished song.
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OPEN CLINIC 4: BUILDING BLOCKS: RECOGNISING THE ART IN PRODUCING

Tuesday 20 April at 6 PM

Instructor: Rob Lewis

Course Description

An overview of a variety of techniques and tools to be used in music production, from conception to end result, gaining relevant takeaways to be applied to the production of music in any genre.

Learning Outcomes

  • Devise a plan of attack from the initial idea.
  • Choose a direction of sonics and style.
  • Develop the ability to hear the end result from the beginning and the work towards it.
  • Research the works of other artists and use them as a template.
  • Allow the evolution of an idea to happen and then the fine-tuning.
  • Recognize when a work is finished.
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OPEN CLINIC 5: PROTECT YOUR RIGHTS AND MAXIMIZE YOUR PUBLISHING REVENUE

Sunday 25 April at 6 PM

Instructor: Habib Achour

Course Description

Author’s rights are considered to be the most mysterious and arid/tricky part of the music business.

Knowing better the role that publishing plays in the global music ecosystem is definitely a key-element in developing an artistic career.

Learning Outcomes

This session will allow attendees to get a better understanding of the publishing world. More specifically, this course will allow the students to gain a precise overview on the following subjects:

  • The legal framework (mechanical and performing rights).
  • Authors’ rights: generation and collection.
  • Master’s rights vs publishing rights.
  • Streaming platforms and publishing revenues.
  • The role of the publishers.
  • The role of CMOs: Collective Management Organisations.
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OPEN CLINIC 6: CREATIVE ENTREPRENEURSHIP IN TODAY'S MUSIC INDUSTRY

Tuesday 27 April at 6 PM

Instructor: Panos Panay

Course Description

Learn how to think like an entrepreneur and leverage your creativity for business innovation. This session will help you to develop the mindset and to receive knowledge and the insights required to pursue an entrepreneurial track, whether as the steward of your own career or as the founder of a new business in any creative field.

Learning Outcomes

Elements will involve:

  • Taking a look at the process of innovation and identifying common traits that all successful innovators have, as well as discussing the key issues that all musicians, music industry entrepreneurs, managers and music business professionals face in the main segments of the music industry.
  • Why entrepreneurship, like creativity, is something we all possess.
  • How to apply ‘the musician mindset’ as means to collaboration and creative problem solving.
  • Why there is more to entrepreneurship than business plans and spreadsheets, much like there is more to music than scales and lead sheets.
  • Define what makes a strong brand and brainstorm ideas of how to establish your brand.
  • Identify the various kinds of people you need to have in your network to help you succeed.
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OPEN CLINIC 7: CONNECTION THROUGH INNOVATION: HOW TO TACKLE THE DIGITAL ECOSYSTEM

Thursday 29 April at 6 PM

Instructor: Lucia Kaminsky

Course Description

Today’s artists must be both creators and entrepreneurs, influencers and digital marketers. Their job begins with a song and ends with a marketing plan. Every single aspect of an artist’s career is distributed through the digital space and the artist’s voice is a crucial component to finding their audience.

Learn how to plan and support your release by creating and executing an integrated marketing campaign. Explore the tools and emerging technologies that artists can use to generate interest in their music, and to acquire new fans, as well as how to distribute their music online.

This course will provide a bird’s eye view of the ever-changing digital landscape, with the goal of helping you to create a cohesive presence across digital platforms. We will discuss optimising your social media channels, applying streaming strategies, intentional content creation, plus data acquisition and analytics. You will ultimately understand how all these components play an important part in building and maintaining your core fan base.

Learning Outcomes

  • Understand your unique digital voice and brand, and why it’s important.
  • The ways in which social media platforms differ and how to maximise them.
  • Identify how to expand your music’s presence on streaming platforms.
  • Learn how to make the most out of your content across channels.
  • Examine direct-to-fan strategies as a way to grow your audience and build a core fan base.
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OPEN CLINIC 8: MUSIC BUSINESS: HOW NOT TO GET SCAMMED — THE CHALLENGES OF NETWORKING IN THE AGE OF COVID

Thursday 6 May at 6 PM

Instructor : Tonya Butler

Course Description

During this age of Covid-19, there are thousands of people desperately in search of new ways to make a living with their music. Most of those ways involve legitimate practices that generate legal sources of income, while others rely upon taking advantage of those hit hardest by the pandemic — the musicians. In this session, Professor Tonya Butler will outline what to look for and how to identify a deceitful person or a fraudulent scheme, as well as how better networking can help to protect your rights and your music.

Learning Outcomes

By the end of this session students will be able to:

  • Identify people and practices designed to take control of their music.
  • Understand why musicians are often the subject of scams.
  • Recognise the importance of networking.
  • Understand the need to build strong, sustainable relationships.
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OPEN CLINIC 9: REHEARSAL TECHNIQUES AND STAGE PERFORMANCE SKILLS

Saturday 22 May at 6 PM

Instructor : Courtney Harrell

Course Description

This course develops performance skills and is specifically directed at the self-accompanying singer/songwriter and small instrumental combinations. The course is designed to provide the knowledge and skills necessary for effective performance presentation: movement, microphone technique, stage dress, in-depth examination of causes and controls of stage fright, rhythm development and internalisation, and professional attitude. They explore the concept that good performances involves not only excellent musicianship but also a high level of stage presence and audience interaction. Students explore the different kinds of stage performance techniques that are appropriate in different settings.

The course is recommended for vocalists and instrumentalists focused on music performance live or in the recording studio, or who are interested in developing on-stage performance presentation skills.

Learning Outcomes

This clinic will allow you to:

  • Take your songs to the next level as you immerse yourself in the art and craft of songwriting.
  • Learn skills and strategies for microphone and rehearsal techniques, lead sheet preparation, stage presence, programming, audience interaction, persona development and more.
  • Focus on the technical aspects of performance, e.g. acoustics, achieving an appropriate mix for the studio, venue and recording live performances.
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OPEN CLINIC 10: DIGITAL MUSIC DISTRIBUTION

Tuesday 25 May at 6 PM

Instructor : Dolly Makhoul

Course Description

Explore how music is made available to listeners all over the world, who the stakeholders are in the digital distribution circuits and what their various roles are. Understand the types of distribution contracts offered in the market, their business models and their services.

Digital streaming platforms are evolving quickly, and each offers a particular user-experience. Learn about their models, how they monetise and how artists and rights-owners are paid accordingly.

Learn what a successful release plan consists of and why data is as valuable as royalties for an artist seeking to develop their career.

Learning Outcomes

This clinic will allow you to:

  • Understand the digital distribution environment and its key actors.
  • Define the (your) convenient distribution model and understand the key metrics and services to focus on while negotiating a distribution deal.
  • Acquire the basic knowledge about the key elements of a successful digital release.
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OPEN CLINIC 11: RECORDING TIPS AND TOOLS

Thursday 3 June at 6 PM

Instructor : Gael Hedding

Course Description

In this clinic students will learn what goes into creating professional sounding multitrack recordings. From selecting microphones and appropriate placement techniques all the way to studio etiquette and effective recording session planning.

Learning Outcomes

  • Gain an understanding of how to craft professional sounding recordings.
  • Acquire knowledge about the process of selecting recording tools, creating an input list and session floor plans.
  • Learn recording session best practices and studio etiquette.
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OPEN CLINIC 12: A REMOTE CONNECTION: MIXING INTERNATIONALLY IN THE 21ST CENTURY

Thursday 10 June at 6 PM

Instructor : Richard Furch

Course Description

In this clinic students will learn how the sound engineering business has changed with the advancement of technology. There will also be a discussion and analysis of the mixing techniques of international hit songs.

Learning Outcomes

  • Get insights into a real-life career path, from high school to a two-decade career in the music industry.
  • Learn how to collaborate online on music with artists and clients.
  • Gain knowledge on using new technologies to expand your reach.
  • Learn mixing insights from a no. 1 hit that received more than 200 million YouTube views.
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