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The music industry now operates across multiple revenue streams, platforms and rights environments. Rapid technological change, the rise of AI, evolving IP frameworks, platform dominance and the globalisation of repertoire are reshaping how value is created, protected and scaled.
At the same time, the creator economy continues to expand, blurring the boundaries between music, media and technology
For current and emerging leaders, investors and entrepreneurs operating in this environment, success increasingly depends on more than creative instinct or commercial experience alone. Leadership now requires the ability to make strategic decisions across finance, technology, rights, people and global markets, often simultaneously and under pressure
At such a time of significant change, Bayes Business School (formerly Cass), City St George’s, University of London, has launched the Executive Master’s in Leadership for the Creative Industries, a part-time two year programme developed in close partnership with industry to support experienced professionals stepping into senior leadership roles across music and the wider creative industries. Applications are now open for the March 2026 intake.
The programme has been shaped in close consultation with industry, reflecting the realities of leadership across today’s music ecosystem. Its advisory board brings together senior figures from across the creative industries, including Cameron Leslie (co-founder, Fabric Nightclub), Katheryn Needham (CEO, StudioCanal UK) and Dr Jo Twist OBE (CEO, BPI).
“Strong leadership in live music is more crucial than ever,” said Cameron Leslie. “We must look to positively shape the industry’s future, empowering and supporting artists and the creative ecosystem ensuring it can thrive in an ever evolving and ever more complex landscape.”
REAL-WORLD INDUSTRY PERSPECTIVE
The programme is suitable for mid- to senior-level professionals across record labels, publishers, live music companies, artist management, agencies and promoters. The Executive Master’s in Leadership for the Creative Industries recognises that leadership in music sits at the intersection of creative ambition and commercial responsibility.
Core areas include strategic decision-making, financial and business model understanding, intellectual property and value creation, brand and reputation management, global markets, and leading people through change.
A creative leader must also be a business leader in today’s creator economy - that’s why this course is so valuable
Mark Rowland
Delivered by Bayes Business School, the programme combines business school insight with real-world industry perspective. A central feature is the Leadership Impact Project, which allows participants to apply their learning to a live organisational or sector-wide challenge.
The curriculum is tailored to the creative industries and led by programme lead Katherine Parsons MA, a former senior manager within broadcast television who also worked in the music industry. Teaching is delivered by faculty alongside industry guest speakers, offering insight into cross-sector convergence and preparing leaders to drive innovation and transformation, in an era of rapid structural change.
The programme structure includes:
– Personal leadership development for experts and creatives
– Strategic and business model innovation
– Accounting and finance for the creative industries
– Intellectual property and the creative industries
– Digital disruption & creative entrepreneurship
– Leading people and change in the creative industries
– The global creative industries: challenges and opportunities
– Managing your brand and reputation
– Leadership impact project: creative industries
LEADING INDUSTRY TRANSFORMATION
Benefits include gaining the necessary business skills and learning to help move upwards or laterally start and scale your own enterprise, or move from being a creative performer into running a creative or performance-related business.
The programme covers good leadership from personal leadership development to managing teams in challenging environments and liaising with
investors and governing boards. It also provinces essential business skills and the strategic mindset necessary to lead transformation in the creative industries.
“A creative leader must also be a business leader in today’s creator economy - that’s why this course is so valuable,” said Mark Rowland, chair C21Media and director, Rose d'Or Awards.
FUNDING OPTIONS
Funding is available through the Apprenticeship Levy, offering a significant opportunity for employers to invest in leadership development. Executive Master’s tuition fees are £18,000 for self-funded, or £22,000 where Levy funding is used.
The good news is that many companies are eligible for government funding to help equip creative leaders with the business skills for the post-digital era the industry needs.
Through Bayes Business School, SMEs can access a standard of business education in the global top 1%, with no direct cost to the organisation.
Funded through the Government Programme, the Level 6 Apprenticeship Levy, this enables smaller organisations to access the same leadership education traditionally reserved for large corporates.
Currently only 23% of the Levy paid by the creative industries is used, with the rest going back to the Treasury. By enrolling staff on an Apprenticeship programme, organisations are using a government Levy they are already entitled to, instead of incurring additional direct training costs.
Drawing on extensive experience in Levy-aligned executive education, Bayes supports organisations through eligibility, funding and implementation. This enables both large organisations and SMEs to access leadership education traditionally reserved for major corporates, supporting talent development and retention across the sector.
As the creative industries continue to evolve at pace, the need for leaders who can balance creativity with commercial judgement has never been greater. For experienced professionals and the organisations that support them, the Executive Master’s in Leadership for the Creative Industries offers a practical, industry-informed route to building leadership capability for the future.
Find out more about the Executive Master’s and how to apply here.
