École Normale de Musique de Paris - Alfred Cortot

A century-old institution facing a rapidly evolving profession

Founded in 1919 by Alfred Cortot, the École Normale de Musique de Paris embodies French artistic excellence. Each year, nearly 600 students from around the world come to train with internationally renowned professors.

But while artistic standards remain intact, the professional landscape has profoundly changed.

In the past, an artist could focus almost exclusively on their instrument, competitions, tours, and meetings with agents or record labels. Today, the reality is different, and musicians must also:

• Build their image
• Understand streaming platforms and how they work
• Master social media dynamics
• Engage directly with their audience
• Manage their catalog and rights

These skills must be mastered from the very beginning of their careers. Indeed, contrary to popular belief, it is extremely rare for artists to receive support early on. Alone, they must manage all aspects of communication to succeed in the initial stages.

The artist's profession has thus become strategic, but these skills are rarely taught in traditional classical music curricula.

The dual observation: a training gap and a strategic opportunity

From the students' perspective, the observation is clear: they feel insufficiently prepared for the realities of the contemporary market.

Industry stakeholders (labels, platforms, agencies, institutions, etc.) share the same assessment: classical artists often enter the market without mastering digital skills, unlike those in other genres where these instincts are inherent. Consequently, they cannot invest as much as they would like in these musical genres.

With Vialma, the École Normale de Musique de Paris thus aimed to be the first school in Europe to address this industry gap. The program has notably enabled it to:

• Strengthen its reach
• Modernize its positioning
• Enrich its educational offering
• Affirm its innovative nature

The question was no longer merely pedagogical; it had become institutional. How can artists be prepared for a world that demands as much strategic vision as artistic excellence?

Unlike a purely technological solution, Vialma has co-developed with the École Normale de Musique de Paris a comprehensive educational program, inspired by the principles of leading business schools: rigor, selectivity, professionalization, and networking.

The Digital Chair, accessible by application, aims to provide tomorrow's talents with the means to:

• Develop and refine their musical project
• Master digital tools (social media, AI, online marketing…)
• Develop their overall digital strategy

By following this program, students:

• Meet and network with key players who shape the music industry
• Identify career opportunities
• Understand the sector and business models
• Build their professional network

On average:

• Over 90% of students attending the program presentation submit an application
• The selection rate is around 50%.
• About thirty students actively participate in the Digital Chair program each year.

These figures reflect a real need and strong appeal.

An immersive learning approach: understand, meet, execute

Each session is built around three key phases.

1. Understand: an introductory course provides the context (label operations, streaming dynamics, remuneration models, evolving user habits, etc.)

2. Meet: students leave the classroom and enter the industry. They visit companies, meet executives, and interact with agents, marketing managers, and specialized lawyers.

3. Execute: each session culminates in a practical assignment applied to their own project (album, concert, tour, content strategy, etc.).

The training is never purely theoretical.

A network of over 15 leading partners

The program's strength also relies on its ecosystem: Universal Music, Radio France, IMG Artists, Deezer, Opéra Comique, HarrisonParrott, specialized law firms… over fifteen leading organizations are regularly involved.

Why do they participate? Because they also see the disconnect between artistic excellence and strategic mastery. They know that a better-prepared artist is a more relevant artist.

The Digital Chair thereby builds a tangible bridge between the academic world and the industry.

Training “360°” Artists

The guiding principle of the program is simple: to train artists capable of understanding their entire ecosystem.

Upon completion of the program, each student possesses a complete strategic deck:

• Artistic Vision
• Positioning
• Social media strategy
• Streaming strategy
• Catalog management
• AI approach
• Execution plan

This document was co-created with industry professionals: agents, label executives, lawyers, marketing experts, etc.

The objective is clear: by the end of the program, the artist should know what to do, in what order, and with which partners.

A streaming platform supporting the influence of the École Normale de Musique de Paris

In parallel, Vialma developed a white-label multimedia streaming platform for the École Normale de Musique de Paris.

Beyond technology, this platform plays a strategic role:

• Showcase the discography of former students
• Enhance the prestige of the professors
• Affirm the institution's historical DNA
• Offer a space for digital experimentation

It becomes an editorial hub serving the École Cortot community, from students to patrons and partners, including alumni and faculty.