Deep Dive Music Industry Training Programme

Deep Dive Music Industry Training Programme

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Līva Pētersone-Kļaviņa
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From Needs Assessment to Program Focus

Following the initial problem identification, the pilot moved into a structured needs assessment phase to better understand the specific knowledge gaps within the local music ecosystem. This process brought together a range of stakeholders, including music professionals, educators, students, and representatives of industry organizations.

Through discussions, workshops, and a targeted survey, the project team gathered insights into the most pressing challenges faced by young professionals entering the sector, as well as the topics and formats that would be most useful to them.

The findings revealed a strong demand for practical, concise, and accessible learning materials that explain the structure of the music industry, key roles, revenue streams, and career development strategies.

Based on this input, the programme’s initial broad concept was refined into a targeted educational offering. Stakeholder feedback influenced not only the selection of topics but also the format, tone, and delivery method of the content.

As a result, the training programme evolved into a more focused, relevant, and user-friendly learning resource, rooted in real-world industry needs and designed for long-term accessibility and scalability.

📌 Additional content: Lecturer Brief Template Music ABC

Identifying the Problem and Aim

Across many cities, the music sector faces a persistent skills gap between formal education and real-world industry practice.

While music schools and creative programmes often focus on artistic or technical training, there are limited opportunities for young professionals, students, and early-career artists to learn how the music business actually functions. Topics such as management, publishing, marketing, live events, contracts, and career strategy are often learned informally, through trial and error, rather than through structured education.

In Riga, this gap was identified through discussions with industry professionals, educators, and emerging practitioners, who highlighted the need for accessible, practical, and industry-relevant training.

The aim of the Deep Dive Music Industry Training Programme was therefore to create a structured, stakeholder-driven learning model that provides foundational knowledge, practical insights, and career guidance.

The programme was designed to be flexible, scalable, and accessible, supporting young professionals as they enter the industry while also serving as a resource for educators and the wider music ecosystem.

Collaborative Curriculum Design and Expert Involvement

Based on the results of the stakeholder survey and consultations, the project team identified priority topics and selected professionals to introduce each theme.

The aim was to reflect the real structure of the music industry by involving experts from different segments, such as management, live events, publishing, marketing, and rights administration. This ensured that the curriculum was not only theoretically sound, but also grounded in current industry practice and local realities.

Each expert received a structured briefing and light coaching before filming to help adapt their content to a short video learning format and to the language level of emerging professionals. The focus was on clear messaging, practical examples, and concise delivery.

The final curriculum consisted of 30 short, focused video lessons, offering a balanced overview of key industry topics while remaining accessible and easy to follow.

The development process emphasized brevity, clarity, and practical relevance, using audiovisual storytelling and structured content to engage learners more effectively than traditional academic approaches.

📌 Additional content: Detailed Video production schedule template

Pilot Execution: From Production to Platform

The implementation phase focused on turning the curriculum into a high-quality, accessible learning resource.

A full video production team was assembled and over a five-day production period, 30 short video lessons were recorded, followed by several weeks of post-production, including editing, sound balancing, and the addition of graphics and animations.

Throughout the process, experts received guidance on presentation style, pacing, and language to ensure their content was clear, engaging, and relevant to a young and emerging audience.

Once the videos were completed, they were published on YouTube and integrated into the Music Latvia website through a dedicated learning portal called “Music Industry 101.”

This approach ensured open access, long-term availability, and easy integration into educational settings. The implementation phase highlighted the importance of investing in professional audiovisual quality, clear branding, and close collaboration with technical partners.

These elements proved essential for creating a resource that is both engaging for learners and sustainable as a long-term educational tool.

The "Deep Dive Music Industry Training Program" addresses a critical gap in the music industry: the lack of accessible, structured, and practical training for young professionals and students entering the field. Through this pilot in Riga, the program evolved from a concept into a concrete, collaborative initiative, shaped by the real needs of the local music ecosystem.

In collaboration with the Riga Arts and Media School, a five-day production was carried out to record 30 high-quality video lessons. The production process also included expert coaching, detailed planning, and careful direction to ensure clarity and accessibility.

The result is a series of professional video resources now publicly available via YouTube and the Music Latvia website, the educational hub "Music Industry 101."

This online platform offers foundational insights into industry structure, roles, career paths, and key challenges, ensuring ongoing access for learners beyond the pilot phase.

This tool not only filled local knowledge gaps but also demonstrated a scalable model for industry-led education, rooted in participants' needs and powered by collaboration.

You can find the videos here: https://musiclatvia.lv/muzikasabc/

Key learnings & Insights

What worked well:

Local stakeholder involvement led to high engagement.
Experts adapted well to the video format after briefing and preparation.
Partnering with a media school ensured professional production value.

What was challenging:

Coordinating busy professionals and aligning schedules for filming.
Balancing depth of content with time-limited video format.

Outcome & Recommendations

The pilot had a visible impact on the local music ecosystem by introducing a new, accessible format of professional development. It improved visibility for local experts, provided free resources to students, and sparked dialogue around practical learning pathways in the industry.

Music Latvia’s initiative is now seen as a leader in music business education nationally, and the format has generated interest from other creative sectors such as film & gaming industry, where professionals face similar challenges in building sustainable careers.

This cross-sector recognition highlights the potential of the model to be adapted more broadly within the cultural and creative industries.

For future use, the tool can easily be adapted by:

Expanding topics or languages for different markets.
Inviting more guest experts for case-based content.
Partnering with other creative industries e.g. film, tech, publishing.

Finally, we recommend maintaining the “Music Industry 101” platform with regular updates and considering a hybrid model that combines videos with live Q&A or mentorship to strengthen engagement and feedback loops.

Deep Dive Music Industry Training Programme

Līva Pētersone-Kļaviņa