Markus Immesberger

Markus Immesberger
Media Management, Music Management
Campus Munich

Occupation following studies: Sony Music Entertainment GmbH - product manager in the International Division
Where do you work today and what is your position?

Sony Music Entertainment GmbH - product manager in the International Division

What does your role entail?
  • Conceptualization and implementation of marketing campaigns for newcomers and established artists
  • Conceptualization and implementation of social media & online marketing campaigns
  • Managing and overseeing several marketing campaigns and budgets
  • Development and implementation of streaming playlist strategies and tracking of all artist relevant streaming key metrics
  • Identifying new potential artists by tracking all relevant digital key metrics (including streams, video view counts, social media numbers, etc.)
  • Artist promotion coordination
  • Identification of brands and implementation of brand coops.
  • Organization and realization of events / showcases
  • Coordination of external promoters and promotion agencies
Why did you take the position and what inspires you?
The role is incredibly varied and gives me the opportunity to live my creativity to the fullest. Every artist and associated product requires an individual marketing approach which makes the job very challenging and always brings new demands. The speed of the industry and the current upheavals also demand that you continually throw old routines overboard and adapt to the new circumstances and to make the best of them.

Did you imagine you'd be doing this kind of job before you began your studies?
Definitely not.

How did the teachers and projects at the university prepare you for the work you're doing today?
The university gave me a good theoretical framework for this industry and gave me the opportunity to discover the right profession for me. The aspects concerning music law were particularly useful for my current role. However, I would have liked to have had a much larger practical field of reference.

Where did you do your internship semester and how would you rate your experience there?
At Sony Music. The internship gave me my first insight into working at a major label and ultimately allowed me to move into the product manager position.

How was your contact with your fellow students? Are you still in touch today?
I had good contacts to my fellow students. I had no concrete expectations. But I've already had the pleasure of running into some of my fellow students in my professional life.

When you think back to your studies, what really stands out?
Organizing the first MHMK Open Air Music Festival, which I was responsible for together with a fellow student and a team of student assistants and helpers.

How important is it to be "open to change" to be successful today and in the future modern, digitally driven world of work?
In my experience, the digital work environment is characterized by constant change and transformation. I think the music industry is a very good and significant example of an industry that is currently undergoing one of the most significant changes in its history, in which the "old" and "new" realities are being replaced. This affects both the daily working world, its direct environment and the direct consumption behavior of music in general. Only those who are open to this development will be able to make a profit as a company or from the opportunities arising from it. If you don't take advantage of the changes you won't be successful in the long run.

Do you know where you want to be in 10 years time?

There's no particular position I'd like to be in in the industry in 10 years. But I would like to achieve the position of a decisive player in the music industry. How that will look exactly is still to be seen. After all, it is supposed to be bit exciting ;)

Is there any advice you would like to share with our freshmen?
Of course this sounds like one of those cliched phrases, but you should always stay curious! From personal experience I'd also say you should be courageous and follow your chosen path even if it takes the odd unusual turn. It's helpful if you want to make a difference. Whether personally or in your day-to-day work life it's always worth thinking outside the box.


Please don't hesitate to get in touch with us:
  • Phone numbers:
  • Munich +49 89 544151-0
  • Stuttgart +49 711 280738-0
  • Cologne +49 221 31082-0
  • Hamburg +49 40 3003089-0
  • Berlin +49 30 2021512-0

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