Digital Self Marketing for Musicians

Learn about digital marketing and how one, as an artist, can effectively and successfully create and manage a brand. In this seminar, Dietrich Pflüger and Moritz ‘Mo’ Sauer will teach you the basics of brand theory as well as methods of self-marketing. Apart from theory, the participants develop their own portfolio website and advertise it via social networks and with digital tools.

Part 1: The Musician as a Brand

Why is a clear marketing image more important now than ever? The beginning of this workshop deals with the idea of the artist as a brand. We will explore and discuss the question: Why is it so important to be recognized and remembered in today’s market? Once simple and easy to navigate, the media landscape has transformed in recent years into a complex world of communication channels. The success of mobile devices, social media and a new model of media consumption present a number of significant challenges for the artists. The first part of this workshop answers the question of how one can develop a clear image and consistent working process for oneself so that one is noticed amongst the vast oversaturation in the world of digital media and communication?

Part 2: Digital Tools for Self-Marketing

How do I construct a marketing network using digital tools and technology? The good news is that there are many professional tools today available to artists at no cost. The second part of this workshop introduces important digital tools for the construction of your own website as well as for communication, maintaining fan ties and marketing newsletters. Additionally participants will learn how to use online services like WordPress or Mailchimp via practical exercises.

At the end of the seminar will show how one can create an independent self-marketing “ecosystem” for oneself through interconnection of the various tools and services. The instructors will also share some tips and tricks about how to save time using automated features.


  • The concept of a brand
  • The artist as a brand
  • Digital self-marketing
  • Tools (online services) for communication
  • WordPress, Twitter, Instagram/Pinterest, Facebook, Tumblr


  • Lectures
  • Discussion
  • Practical exercises alone and in groups
  • Presentation of individual work

Participants will

  • understand the importance of self-marketing for the success of artists
  • know how to create relationships with others as an artist
  • be able to create a concept for an individual self-marketing campaign
  • be able to better market themselves as before

What you should bring

  • a project, product or portfolio to be presented on the internet
  • a personal computer

Moritz (Mo) Sauer is a journalist, teacher, author and web designer. He focuses primarily on topics related to the Internet, communication, journalism, WordPress, web design, marketing, music and digital culture. Among other renowned institutes he has worked as a teacher and coach for the Deutsche Welle Academy, the German Center for Air and Space Travel and the Hans Böckler Fund.

Dietrich Pflüger is a digital marketing strategist with a deep knowledge of multi-channel direct to consumer initiatives and growth marketing. Currently working at KEMMLER KEMMLER - a new breed of creative agency, specialised in fashion and lifestyle brands and offering a full range of creative services in mobile, digital and event-based marketing. He previously worked at fischerAppelt, Sony Music (Global Digital Marketing), Univeral Music (Online Marketing) and the agency Scholz & Friends. 


Run period:
20.09.2017 – 22.09.2017
Course time:
10.00 am – 5.00 pm
Application Deadline:

Course fee:
EUR 300

Min. number of participants:
Max. number of participants:

For further information please contact: