How did you spend your winter break/J-term? Consider organizing and presenting a full conference to DIY artists internationally. That’s what one student of the Master of Arts Management (MAM) program spent her winter break doing.

Adriana Prieto-Rodriguez has gone from amateur events coordinator to marketing and self-management guru. Less than 100 days from receiving her Master of Arts Management, Adriana is putting her education to use and sharing her new found knowledge with the artist community in Mexico City.

The conference came about as part of a scholarship granted by the Mexican Arts and Culture Fund (FONCA). Adriana gave Marketing and Self-Management conferences for musicians during J-term in Mexico. The conferences were given at the two public music schools that belong to the National Institute of Fine Arts in Mexico City and the National Conservatory of Music.

Conference content was divided up into three parts: marketing basics, branding, and public image. The main goal was to encourage musicians to expertly promote their own musical ensembles/projects by using DIY marketing tools.

Topics discussed in the conference were: The Arts Marketing Process, The AIDA method, Promotional Materials and Techniques (Visuals, Creating a Press Kit, Merchandising, Social Media, etc.), The Arts Product and its Branding, Audience Segmenting and Positioning, Public Image of the Artist, Stage Management, and Audience Development.

“I was surprised that many people approached me at the end of the conferences asking me for advice to promote their individual projects.”

Conference attendance exceeded expectations with about 60 musicians in each conference including students, faculty, and professionals. The audience came from different music institutions and also from other art industries.

Conference setup at the National Conservatory of Music