TAMI
A pioneer academic program designed to enhance the MENA region’s music industry by nurturing the next generation of entrepreneurs and industry professionals.
TAMI (Technology and Music Innovation) is a one-year academic program, developed by Jafra Productions in partnership with Dar Al Kalima University. This initiative is tailored to significantly enrich the MENA region’s music industry by preparing entrepreneurs, professionals, and leaders to make impactful contributions. By focusing on leveraging technology and innovation, TAMI equips students to launch startups and excel as seasoned industry professionals.
The program's unique educational model not only blends insights from industry experts with academic depth but also integrates hands-on training through internships and engagements across the music industry. Students gain practical experience by participating in various aspects of the music chain, including working at festivals, within music companies, and alongside established musicians and bands. This comprehensive exposure is complemented by theoretical courses that provide the foundational knowledge necessary to thrive in the music industry.
TAMI is designed to be inclusive, welcoming students who may not have advanced musical skills but possess a strong passion for music and a desire to innovate within the industry. This openness ensures that TAMI is accessible to a broad range of individuals eager to contribute to and grow within the music sector, whether they are launching a new project or aiming to expand their professional expertise.
The program is currently implemented in partnership with Dar Al Kalima and is funded by The Arab Fund for Economic and Social Development through Taawon Foundation Welfare, with industry and academic partners including Musically and King’s College
TAMI Course Overview
At TAMI, our curriculum is designed to bridge the gap between academic theories and real-world music industry demands. The program is divided into theoretical and practical courses, each crafted to develop crucial skills in music technology, business, production, and live performance.
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These courses lay the foundation of knowledge in music history, technology, and entrepreneurship, enabling students to understand the global music landscape and its dynamics. From deep dives into music industry mechanics to exploring the nuances of music in cultural contexts, these courses prepare students to think critically and creatively about music business challenges. Learn more HERE
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Complementing the theoretical knowledge, our practical courses offer hands-on experiences that simulate real-world scenarios. Students will learn from managing artists and live events to mastering the intricacies of music production and business operations. These courses are designed to equip students with the managerial and technical skills needed to navigate the music industry effectively. Learn more HERE
Together, these courses not only enhance students' understanding of music and business but also ensure they are industry-ready, capable of innovating and leading in the evolving world of music. This dual approach ensures that TAMI graduates are not only adept at handling current industry demands but are also prepared to embrace future technological advancements in music.
Benefits for Students
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Graduates of the TAMI program are equipped to pursue a range of professional roles within the music industry chain. Potential career paths include:
• Music Business Analyst: Analyzing market data to guide the financial and strategic decisions of music companies.• Music Business Executive: Working in roles that involve music licensing, distribution, and operations within music companies.
• Bookings Manager: Organizing and managing music events, handling logistics and operations for performances.
• Digital Music Marketing Specialist: Crafting digital marketing campaigns for music releases, managing online presence and social media strategies.
• Music Entrepreneur: Founding startups focused on innovating within the music industry, such as developing new music technology tools or services.
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The TAMI program hones a broad set of skills essential for navigating the modern music industry landscape:
• Music Production and Technology Utilization: Understanding the technical aspects of music production and proficient use of contemporary music technology tools.
• Business Management: Knowledge of music industry structures, strategic business modeling, financial management, and contract negotiation.
• Innovative Problem-Solving: Creatively tackling industry challenges, particularly in production, management, and marketing.
• Advanced Communication: Effectively articulating ideas, marketing music products, and managing relationships with artists and business partners.
• Leadership and Project Management: Leading project teams, managing complex projects, and overseeing music events and productions from conception through execution.
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TAMI facilitates extensive networking opportunities that can significantly enhance career prospects:
• Industry Partnerships: Leveraging TAMI's established relationships with industry leaders in music production, distribution, and technology.
• Professional Internships: Engaging in practical, hands-on experiences that connect students directly with industry professionals and potential employers.
• Alumni Network: Accessing a supportive network of TAMI graduates who are active in the music industry, offering mentorship and collaboration opportunities.
• Industry Conferences and Workshops: Participating in key music industry events that provide insights into current trends and foster connections with industry influencers and potential collaborators.
Program development
The TAMI program was conceived and developed by Jafra Productions in partnership with Dar Al-Kalima University, drawing on our deep understanding of the needs and gaps in the MENA music industry. Over the past two and a half years, we have collaborated with leading experts and companies worldwide to meticulously craft both the theoretical and practical content of this vocational program. Our theoretical courses are tailored to provide a profound insight into the MENA region's unique challenges and opportunities, while the practical components are shaped by our extensive work with innovative entrepreneurs. This program is set to be implemented at Dar Al-Kalima University, with ongoing efforts to further develop the curriculum into comprehensive Bachelor's and Master's degrees, ensuring it continues to meet the evolving demands of the music industry.
