Market Overview

Tour:Smart by Martin Atkins Reaches a New Audience of Students


Full Sail University has recently incorporated Tour:Smart, by Martin Atkins, into their curriculum. Martin Atkins is an instructor in the Entertainment & Media Business (EMB) program at Madison Media Institute (MMI). He leads courses on Touring, Advanced Entrepreneurship, Artist and Event Management, and Online Marketing.

Atkins wrote his book Tour:Smart in 2007 and has since spoken around the world at major industry conferences, recognized universities, and nonprofit organizations. His distinguished speaking resume includes: SXSW, Warped Tour, CMJ, New Music Seminar, Unconvention, NAMM, By:Larm, Dfest, USC, Drexel, Virginia Commonwealth University's Brand Center, Full Sail, Weiden + Kennedy, Chicago Cultural Center and many more.

“I've been down to Full Sail a few times to guest lecture and that place is amazing,” said Martin Atkins “It's great and humbling to think that they're using my book to infect more brains down there in Florida while I'm up here in Madison doing the same thing in person.”

At Madison Media Institute, students can earn their Academic Associates degree, than go on to earn a Bachelor of Science degree in Entertainment & Media Business. Students are actively creating their own futures, preparing for careers in a variety of sectors within the entertainment and media industry.

“The great thing about the EMB program is that the disciplines and the mind set are not confined to the music or media businesses, they gain transferrable skills - our students can carve out a niche for themselves anywhere!” said Atkins.

“We're thrilled that students at Full Sail will have access to the insight and advice that Martin provides in Tour:Smart. Our students at MMI have established connections and relationships through Martin that have proved invaluable in their career search, we're honored to have him as a member of our faculty,” said Rich Denhart, Entertainment & Media Business Department Chair at Madison Media Institute.

Established in 1969, Madison Media Institute (MMI) specializes in media career training through hands-on work utilizing industry standard equipment. MMI offers Associate of Applied Science Degrees in Digital Art & Design, Recording & Music Technology, Video & Motion Graphics, and Electronic & Audio Visual Systems; an Associate of Applied Arts Degree in Game Art & Animation; an Academic Associates and Bachelor of Science Degree in Entertainment & Media Business. Our curriculum and facilities are continually upgraded to coincide with developments made in media technologies and communications.

Madison Media Institute was recognized as one of the best filmmaking schools in the USA by Screenwriting Basics in 2009 and is accredited nationally by the Accrediting Commission of Career Schools and Colleges. For more information about Madison Media please visit

Madison Media Institute
Aimee Biba, 608.237.8311

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