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Business of making music

The CD is produced each year by VU’s third-year Bachelor of Business (Music Industry) students as an assessed project for students to gain valuable practical experience in the music business.

VU students have gained an international reputation for producing the CD in recent years as they negotiate rights with artists and develop strategies for the CD’s production, marketing and distribution.

In 2011 Potential Unlimited 4 was awarded the world’s best CD produced by a campus record label by the US-based Independent Music Awards – the first non-US group to take out the award. It was judged by a panel that included Keith Richards, Tom Waits and Tori Amos, and chosen from among entries from the US, Canada, France, Norway, Taiwan and the UK.

The 2013 CD featuring bands Lioness Eyes, Speakeasy and 4 Letter Lies will be submitted later this year for the award.

Mushroom Music Publishing Managing Director Ian James – who helped design VU’s course – says he is encouraged by the strong industry exposure built into the course. Victoria University provides one of Australia's only Bachelor of Business degrees focusing on the music industry.  

“As an industry we need the next generation to hit the ground running.  These are important jobs that require a solid education, rather than stumbling into the business.”     

VU lecturer Adrian Marchesani says while the music business can be exciting and creative, it was important to ensure graduates are prepared for the real world with practical experience balanced with business acumen.

Student Jessie Canning says the project reflected how different theory could be from practice.

“You can learn in class what to do in certain situations, but until you really do it, you don’t learn much. It’s been really rewarding to hold this physical outcome of our hard work in our hands.”

For a copy of Potential Unlimited 6, contact Adrian Marchesani at adrian.marchesani@vu.edu.au or 03 9919 4073.

Find more information on the Bachelor of Business (Music Industry).

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