A glimpse of the music industry's future

What inspired you to apply for this programme?
I have a background in recording arts from my bachelor's degree. After a few years of working, I found myself still needing some systematic learning about the management aspects of this field. Rather than learning it through my work, which might take many years, I thought it better to join a higher degree programme where I could learn step by step with help from the faculty. This approach would help me fulfil my career ambitions and expand my knowledge about the music industry in a more structured way.
What did you like most about the programme?
What I love most about the programme is that it gives you a comprehensive picture of what the industry is really like and how music business works currently and will evolve in the future. We're in an era of change, with AI technology and other innovations influencing the industry alongside the whole world. The programme gives you a glimpse of the future and teaches you how to catch up with those changes. Another aspect I love is the flexibility to choose modules that align with your own interests, allowing you to customise your learning experience to suit your career goals.
Can you tell us about the programme's focus on future technologies?
Throughout the programme, you have the chance to learn about web3 and how AI technology will influence your career and the entire industry in the future. Even though things are still evolving, you gain knowledge and a clear picture of what the future industry might look like. This forward-looking perspective really opened my eyes about emerging technologies and their potential impact. The modules don't just focus on how things work now, but prepare you to adapt to and potentially shape how the music industry will operate in the coming years, which I found incredibly valuable.
Could you tell us about a project or assignment you enjoyed during the programme?
Throughout my experience in the programme, I had three particularly interesting assignments since I had the flexibility to choose my favourite modules. First, I chose accounting because I wanted to understand how to evaluate companies by reading financial reports and cash flow statements. The second, and most challenging, was the entrepreneurship module where we learned about building a startup company, forming a team, identifying market opportunities, and writing business plans for potential investors. Finally, the music business strategy module gave us a brief view of record labels and required us to find future solutions using web3 technologies. These three modules were highlights of my learning experience.
What was it like living in Sheffield?
Having grown up in Beijing, a huge city, and then studied in a small town for my bachelor's degree, I found Sheffield to be a perfect middle ground. It's a reasonably sized city with plenty to do, but everything you need is within walking distance. Sheffield offers lots of activities - you're near the Peak District with really great sightseeing, and it's convenient to travel there by bus. For international students coming to the UK for the first time, I'd recommend buying a rail pass to get discounts as you travel around the country, experience the culture, and meet new people. Every day feels like a new opportunity to explore and learn.
What is your dissertation about?
For my dissertation, I'm exploring music in the gaming industry and game soundtracks. Since I have a background in music production and I'm also a gamer, I'm interested in examining how popular games use music and sound design strategically. I'm analysing how soundtracks fit within games and what strategies companies use to leverage music to promote their products. This topic allows me to combine my technical music knowledge with the business and marketing insights I've gained through the programme, creating a project that's both personally interesting and professionally relevant.
How would you sum up your experience on the programme?
This past year has been a really meaningful experience for me. The programme is well-structured and gives you the freedom to shape your own path, with modules that reflect your interests. But to get the most out of it, you need to be self-motivated and open to new ideas. For me, it’s not just about the knowledge I’ve gained—it’s also about the people I’ve met, the culture I’ve experienced, and the confidence I’ve built. I feel more prepared for the future and more connected to the music industry. It’s been 100% worth it.