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18.05.12 MusicWeek 17


ACM has a wealth of alumni that are only too happy to return to the school to offer further insight and wisdom having flown the nest and found success. Last month, Newton Faulkner returned to

assumptions,” he says. “A lot of it is not so much about what they know already but instead talking about other areas like publishing, streaming, copyright, file-sharing; talking about what has been done and asking them what can be done. “A lot of what we do here is very solutions-

focused. We don’t pretend our students are going to come up with solutions, but it does make them think about what could change and what needs to happen for that change to take place - rather than merely focusing on the problem.” Young minds often approach the challenges

currently facing the music industry in a fresh way, Leggett explains: “We have the luxury of working with people at the beginning of their careers, people who don’t bring baggage. “They don’t bring fear or concern about how

things used to be. They’re all very optimistic and find ways if getting their music out there. They feel they can break all the rules and take almost anything on.” Having become firmly established in the UK,

the ACM brand - as well as its unique way of thinking and teaching practices - is now stretching further afield, with a new centre in Bournemouth and plans to grow across the globe. “I would say the most exciting thing you can

expect from ACM in terms of business is our international expansion,” says Leggett. “Domestic franchising is established already and growing each quarter with more and more centres. “We’ve had many years of focusing on our

Guildford campus being the best it can be but now we’re taking that model and applying it in various different formats to other countries, territories, areas and age groups,” she adds. “The amount of different scenarios that you can apply what we do to seems almost inexhaustible. “You can go online and see our set of products and

Guildford for a special performance as well as engaging with students and taking questions on songwriting, self-promotion, social media and even tuning techniques. “It was incredible to have an artist of Newton

Faulkner’s calibre come and spend time with the students in such an intimate setting,” says ACM Fellow Pete Friesen. “His performance was inspiring and his personable and down to earth manner made for an enjoyable and highly informative afternoon.”

we’re very clear in our objective to grow each of these centrally; to have regional centres, to have youth programmes all over the country and replicate that in the territories that we’re already in - as well as in new territories where contemporary music is valued, which seems to be everywhere.” Leggett offers Asia as an example of a territory

where there is “a fantastic opportunity and a real passion for western music”. She adds that further development in the US is “another area we’re looking into as well.” ACM approaches this expansion with

confidence - it has become an older, wiser education centre that is deeply involved with the industry it aims to both serve and work alongside. “We have a more sophisticated and integrated approach now,” Leggett concludes. “I don’t think there’s anyone in the industry that doesn’t know who we are but now it’s really about getting an idea of what ACM is all about and what we can provide.” Of course, aside from the musical leaders of the

future, what ACM provides at its core is a gateway to music, a medium that impacts young people like no other. “We’ve really started to understand the

importance of what we do in a broader context,” explains Leggett. “If you look at our junior programmes and

youth programmes, they’re not just about building future artists and producers for the music industry - they’re about music becoming something that can add value to people’s lives.”

A quick dip into the ACM prospectus will reveal a range of courses on offer at the college, covering every aspect of the music industry from performance and songwriting to music business and production:

Higher Diploma Artist Development & Songwriting Cert HE The artist development Cert HE course is designed for students who are already competent on their instrument, but wish to focus on their career as a music artist or band member. The course focuses on key

areas such as improving live performance, creative songwriting, recording your demos, artist brand building, creating marketing and promotional tools, managing an online presence and social networking. The aim is to improve every aspect of students’ creativity and performance and give them the tools to take your career forward in the industry and market. The course shows students

how to become a successful artist in today’s ever changing and challenging music industry.

Music Business Degree BA (Hons) ACM offers an Accelerated BA (Hons) Degree over a two year duration (instead of traditional institutions three year option) which ensures students are consistently up to date at the point of degree completion and are focused throughout their course from commencement to graduation. The first year of the

accelerated degree programme is underpinned by formal business tools and empowers the student to apply the knowledge they have gained in practical ways through their assignments, and by attending industry events, and developing

their skills as business entrepreneurs or managers. The second year of the course

addresses key industry trends and innovations giving students a breadth of knowledge on industry matters which provides them with an effective vocabulary, skill set and understanding of the opportunities inherent in the music industry.

Music Production BA (Hons) This course runs as a two-year accelerated degree with three levels spread over 24 months. Each level will last for two trimesters. The degree recognises the

need for musicians to develop industry contacts, studio and touring experience, as well as acquiring business and practical skills. It provides students with opportunities to pilot commercial projects, with guidance from working professionals. It preserves and enhances

ACM’s dedication to the development of professional technical skills. Students are expected to devote significant time to technical aspects of musicianship, studio and production work and industry- related projects in addition to their academic obligations on the programme. Students have access to

ACM’s state-of-the-art facilities including a new flagship SSL Studio, the MIT suite, the recording studio complex, the pre and post studios, networking areas and the Creativity Centre They are also actively

encouraged to initiate various professional engagements as an integral part of their final project. These may include recording, national tours, concert promotion and industry showcases.


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