How can performing arts institutions with a music focus leverage their expertise, resources, and infrastructure to provide revenue-generating services? This question, from a music conservatory in the ABA membership, kicked off a project to explore two potential revenue streams: online music education and services for professional musicians.

Through interviews and extensive secondary research, our team aimed to find models from both within and outside the arts industry that could inform how to structure and market a new revenue-generating venture in the music field. 

Findings from the study include: 

• In a crowded market for digital education and entertainment, finding your organization's specialty niche is key to standing out.

• High completion rates for online learning are key to providing the most value to learners, but are difficult to achieve. Tie online courses to clear incentives to encourage participants to reach the end. 

• Musicians face limited time and resources to both engage in their artistry and manage their professional finances and marketing. Providing affordable resources for the latter is a valuable space for arts organizations to occupy.

To read these and more findings, download the report below.