E-Commerce for Pros

Understand Direct-to-fan models, key platforms, and effective selling strategies
Patrick · April 19, 2023

Our E-commerce For Music course is a complete guide to selling music and merchandise online via a direct-to-fan business model. In this course, you will gain a thorough understanding of e-commerce, the direct-to-fan model and its role in the music industry. Our platform overview section will cover the different types of platforms and their features, and will help you make an informed decision on which platform may be right for you.

We will also share our e-commerce best practices including pricing strategy and creative marketing of merchandise to enhance your e-commerce presence. Finally, we will look at some current and future trends in the industry offering real-world examples that can inspire your own selling strategy. On completing this course, you will be ready to start selling online and create an additional revenue source for any type of music-based business.

About Instructor


Originally from Atlanta, GA, Patrick went to Belmont University in Nashville, TN to learn the music business and get an MBA. He took their slogan “From here to anywhere” very literally, and decided to relocate to London. He finished his studies and got his start working in the UK music industry with the Canadian Nettwerk Records. He continued to work with indie labels and artists, doing what he called "web presence management”, at the dawn of social media. He served as Head of Digital Marketing for digital distributor AWAL, and eventually VP, Digital Marketing for Kobalt’s Label Services division, now called AWAL Recordings and owned by Sony. 2018 saw him join Music Ally, where he is now COO, and oversees company operations. This entails working with partners across the industry, from majors to publishers, tech companies and startups, distributors managers and rightsholders. He guides Music Ally with his tech savvy background and deep understanding of the business, to help his clients, and the industry at large continue to evolve. He makes it his business to know what is what and who is who in the modern global music business, a business that always sits on the leading edge of technology. Through Music Ally’s wide reach, his personal network, and passion for understanding the music business, he’s one of the few people out there with a balanced view of how this industry is evolving, and where it might go next.

8 Videos

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Video Includes

  • 11 Sections
  • 1 Quiz
  • Video Certificate