Own degree
Leading the music and entertainment industry.
The live entertainment industry is in the midst of a major transformation. This MBA, developed in partnership with Live Nation, a global leader in entertainment, trains you to lead entrepreneurial projects in the music business. Learn from the best and become the professional the industry needs.
In collaboration with:
All fields are required
This MBA has been developed in collaboration with Live Nation, a global leader in live entertainment. Its aim is to train professionals capable of managing business projects in the music and entertainment industry.
The programme combines a solid grounding in strategy, finance, marketing and leadership with an in-depth understanding of the music business. Throughout the course, you will take part in immersive experiences at the heart of the industry: attending international trade fairs, organising events featuring top-tier artists, attending masterclasses with Live Nation’s senior management, and taking part in practical workshops led by professionals from the entertainment sector.
The teaching staff comprises practising professionals who lead the sector’s most prominent companies: executives from Live Nation Entertainment, the CEO of Ticketmaster Spain, the president of PROMUSICAE, specialists behind the country’s major festivals such as Arenal Sound, Sónar and FIB, as well as experts in law, talent management and strategy applied to the entertainment industry.
The programme equips you with the specific managerial and strategic skills you need to thrive in the music industry.
Subject | ECTS | Character |
|---|---|---|
| Entertainment Finance and Economics | 6 | OB |
| Strategy, Business Models and Value Creation | 6 | OB |
| The Business of Music and Entertainment | 6 | OB |
| Strategic Marketing, Audiences, Brand Partnership & Impact | 6 | OB |
| Music Industry Leadership and Talent Management | 6 | OB |
| Legal, Risk, Governance & ESG in the Music Business | 6 | OB |
| Live Entertainment Business & Ticketing Strategy | 4 | OB |
| Management, Entrepreneurship & New Ventures | 4 | OB |
| Media Music, Rights and Content Business | 4 | OB |
| Master's Thesis | 6 | OB |
| Executive Capstone Project | 6 | OB |
| Total Credits | 60 |
María Abejaro
Sponsorship Director at Live Nation Entertainment and Head of Sponsorship at Mad Cool Festival. A specialist in marketing and the development of strategic partnerships within the live music industry, she has a strong track record in events, branding and experiential marketing. She leads partnership strategies between brands and major music productions, designing experiences that connect with audiences through live music. Her profile combines strategic vision, creativity and in-depth knowledge of the festival and entertainment ecosystem, as well as teaching and outreach experience in the field of events and sponsorship.
Ana Valdovinos
CEO of Ticketmaster Spain and Chief Financial Officer since 2011, roles she combines with that of Head of Human Resources and Compliance. With a degree in Economics and an MBA from the ESADE Business School, she worked as a business consultant for four years at one of the Big 5 firms, Arthur Andersen, and subsequently as a financial consultant at Andersen Consulting. She left consultancy to join a multinational project at Lear Corporation, where she worked as a cost analyst for the various production plants in Europe, Turkey, South Africa and Thailand.
Her experience in the ticketing sector dates back to 2003, when she began as Finance Director at ServiCaixa, a subsidiary of Caixabank, where she also carried out various organisational and management projects.
Silvano Taiani:
CEO of Vivaticket SpA. With over 25 years’ experience at the helm of the company, he has spearheaded its transformation and international expansion, consolidating its presence in Europe, the Middle East, the Asia-Pacific region and the Americas.
His strategic vision regarding the evolution of the live entertainment industry has led him to drive the development of new technological solutions aimed at enhancing the audience experience and optimising event management.
Under his leadership, Vivaticket has sold millions of tickets worldwide, establishing itself as one of the sector’s leading international players. His experience and knowledge of the industry provide a global perspective on the challenges, technological transformation and new opportunities that are shaping the future of music and live entertainment.
Carlos Moreno de Barreda
A professional with a solid track record in business, marketing and talent management within the entertainment industry, he is currently a headhunter at Catenon, where he leads the Entertainment and Media practice. He has held senior management positions at companies such as The Walt Disney Company, Warner and Telefónica, driving business development, marketing strategies and new content formats in highly competitive environments. Of particular note is his time at Disney as Head of Live Entertainment, where he led the expansion of live entertainment in Spain and Portugal with projects such as the Film Concerts, as well as his entrepreneurial work at the helm of MUT Agency. His profile combines strategic vision, in-depth knowledge of the sector and direct experience in connecting talent with the industry.
Íñigo Ramírez Bañares
A lawyer specialising in the music and entertainment industry, with a career focused on legal advice, cultural management and business development in the creative sector. Throughout his career, he has worked closely with various stakeholders in the music industry, providing a comprehensive overview of the legal, contractual and strategic aspects that underpin the business. His profile combines legal expertise, experience in cultural management and a deep understanding of the music ecosystem.
Gabriela Ponte
A specialist in digital marketing, audience growth and brand strategy. She is currently Digital Marketing Manager at Live Nation Spain, where she leads campaigns for artists and international tours. She has experience developing digital strategies for brands such as Airbnb, McDonald’s and Samsung. She has worked in the media as a journalist and digital content creator. She holds a degree in Journalism, a Master’s in Digital Communication and an MBA.
Javier Tiemblo Sanchidrián
A finance and operations executive with over twenty years’ experience in listed multinational companies in the media, telecommunications and financial services sectors. He is currently Chief Operating Officer and Chief Artificial Intelligence Officer, as well as a member of the Management Committee, at Proyectos y Seguros, and Executive Partner for strategy and corporate finance at TYM. In 2026, he was recognised by InsTech in London as one of the TOP 5 Agentic Faces in the holistic agency strategy category.
For over eleven years, he built his career at AMC Networks International Southern Europe, first as CFO and later as CFO & Vice President.
Prior to that, he was Deputy CFO at Liberty Global, where he oversaw the areas of accounting, FP&A, taxation, internal audit and technology.
In the academic sphere, he has been an Associate Professor at ESIC Business & Marketing School for seven years and has taught more than 2,000 students across four continents and on five different master’s programmes. He has designed and led modules on Digital Finance, Strategic Financial Decision-Making and Business Data & Analytics.
He holds an MBA from the University of Salamanca and has completed executive programmes at INSEAD, IESE Business School and the MIT Sloan School of Management.
Cesar Manzanera
After more than 10 years working at various communications agencies, he decided to set up Witis, a communications agency specialising in music that works with artists, brands and industry professionals on everything from strategy to content production and the management of their digital assets, with the aim of connecting with audiences and enhancing their brand image.
Francisco Javier Gómez Guardiola
He works at the intersection of higher education and the music industry. He is currently Academic Director of the MBA in Music Business and the Master’s in Live Music Management at Alfonso X el Sabio University (UAX), both of which are run in collaboration with Live Nation.
He is also Head of Studies for the Bachelor’s Degree in Composition and Applied Musical Creation at UAX, where he leads the programme’s academic development and teaching coordination, helping to train the next generation of composers and musical creators.
He combines his academic work with an active career as a composer, drummer and guitarist. His professional experience encompasses both musical composition and performance in various projects and ensembles.
He holds a degree in Jazz and Modern Music Performance and in Composition, an education that complements a professional career linked to the development of academic projects and active musical practice.
The flexibility of online learning, with opportunities to connect
Take your exams online wherever you are or, if you prefer, in person at our designated centres in Spain and Latin America, subject to availability and capacity.
What’s more, as a student at UAX Online, you’ll have access to our Campus Hubs – a network of exclusive physical spaces where you can study, access libraries, work in co-working areas and connect with other students. Because studying online doesn’t mean studying alone.
Campus Hubs available in: Alcobendas, Alcorcón, Valencia San Vicente, Murcia, Barcelona, Málaga, Seville and Arganda.
Access is via your UAX student card, subject to availability and the opening hours of each centre.
Faculty of practising professionals
CEO of Ticketmaster Spain and Chief Financial Officer since 2011, roles which she combines with that of Head of Human Resources and Compliance. She holds a degree in Economics and an MBA from the ESADE Business School. Her experience in the ticketing sector dates back to 2003, when she began as Finance Director at ServiCaixa.
He is a reference in business, talent and entertainment, with a career linked to strategic decision making in large companies in the sector. He has held senior positions at The Walt Disney Company, Warner and Telefónica, and currently leads the Entertainment and Media practice at Catenon.
CEO of Vivaticket SpA. With over 25 years’ experience at the helm of the company, he has spearheaded its transformation and international expansion, consolidating its presence in Europe, the Middle East, the Asia-Pacific region and the Americas.
Head of Sponsorship at Live Nation Entertainment and Mad Cool Festival, specialising in marketing and strategic partnerships within the live music sector. She leads the development of partnerships between brands and major music productions, designing experiences that connect with audiences through live entertainment.
He is currently Chief Operating Officer and Chief Artificial Intelligence Officer, as well as a member of the Management Committee at Proyectos y Seguros, and Executive Partner for strategy and corporate finance at TYM. In 2026, he was recognised by InsTech in London as one of the TOP 5 Agentic Faces in the holistic agency strategy category. For over eleven years, he built his career at AMC Networks International Southern Europe.
A specialist in digital marketing, audience growth and brand strategy. He is currently Digital Marketing Manager at Live Nation Spain, where he leads campaigns for artists and international tours. He has experience developing digital strategies for brands such as Airbnb, McDonald’s and Samsung.
CEO and founder of Witis, a communications agency specialising in music that works with artists, brands and industry professionals on everything from strategy to content production.
Academic Director of the MBA in Music Business and the Master’s in Live Music Management. Head of Studies for the UAX Bachelor’s Degree in Composition and Applied Musical Creation. He combines his academic work with an active career as a composer, drummer and guitarist. His professional experience encompasses both musical composition and performance in various projects and ensembles.
Scholarships and financial aid for studying at UAX
We know that studying is an investment. That’s why we want to remove financial barriers and make things easier for you. Fill in the form and let our advisers help you discover the scholarships, agreements and personalised financial support that best suit your situation.
Community of Madrid
Financial support for students with a disability of 33 per cent or more who are studying at universities or higher education institutions specialising in the arts in the Community of Madrid.
Ministry of Education, Vocational Training and Sport
Find out about the scholarships and grants offered by the Ministry of Education, Vocational Training and Sport, categorised by type and level of education.
Attracting Pre-doctoral Research Talent
Financial support for outstanding students who wish to carry out innovative research and contribute to the advancement of knowledge in their disciplines.
If you’ve already decided to take the plunge, enrol early and benefit from a direct grant. It’s a way of rewarding your commitment and giving you a head start in planning your future.
Students from Ibero-America
This programme is aimed at Ibero-American citizens or foreign nationals legally resident in countries within the OEI’s sphere of influence. The scholarship covers a 50% discount on the total tuition fees.
Students from Ecuador
This programme is aimed at citizens with Ecuadorian nationality and/or residence who wish to study an online master’s degree in Spain. The scholarship covers a 50% discount on the total tuition fees.
2025, 2nd Edition
Grants for students on higher-level vocational training, undergraduate, postgraduate or master’s programmes enrolled at Spanish universities with a Santander agreement. A financial supplement to support you whilst undertaking your work placements.
If you graduated from UAX and are now thinking of studying for a new degree, we want to continue supporting you. That’s why we’re offering you a 10 per cent discount on tuition fees.
If you have an immediate family member (up to the second degree of kinship) enrolled at UAX, you can benefit from a 5 per cent discount on tuition fees. Because studying as a family is even better.
Studying for two degrees at the same time is a challenge, and we want to support you. If you’re already at UAX and enrol on a second degree programme, you’ll be eligible for a grant towards your booking fee and tuition fees.
If you’d like to continue your studies with us and progress from vocational training to a bachelor’s degree, from one bachelor’s degree to another, or from a bachelor’s degree to a postgraduate degree, we’re here to support you with a grant covering up to 25 per cent of your tuition fees.
If you have a strong academic record, we would like to recognise your talent with a scholarship designed for new students. (Excludes the degree in Medicine).
If you’re a high-performance athlete, at UAX we want to help you balance your passion with your studies. We offer specific grants that can cover up to 50% of your tuition fees.
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