Document Type

Conference Proceeding

Publication Date

Spring 2025

Abstract

The myth of the "starving artist" persists, but marketing and entrepreneurial skills can empower creatives to thrive in the gig economy. This paper presents a pedagogical framework for a marketing course tailored to non-business students, particularly those in the creative arts. Using Sam Ryder, a musician who leveraged digital platforms to achieve meteoric success, as a case study, we explore the role of higher education in equipping artists with business skills. Grounded in experiential learning theory, the course integrates modules on branding, digital marketing, pricing, and work-life balance, emphasizing hands-on projects like SWOT analyses, brand identity design, and marketing strategy (particularly digital marketing) development. By addressing the gap between creative training and economic sustainability, this course prepares students to navigate the gig economy, balance creativity with financial success, and build sustainable careers. The paper outlines learning modules, assignments, and outcomes, offering actionable insights for marketing educators and creative professionals.

DOI

10.20429/amtp.2025.51

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