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Internationally Renowned Recording Artist, Producer, and Music Entrepreneur Joins Faculty at SAE Chicago

Author/lecturer Martin Atkins, whose book “Tour:Smart” is an international top-seller on, has been named the Department Chair Music Business at SAE Institute’s Chicago campus.

Author and lecturer Martin Atkins, whose book “Tour:Smart” is an international top-seller on, has been named the Department Chair Music Business at SAE Institute’s Chicago campus. In his position, Atkins designs the school’s Music Business Program curriculum for SAE Chicago’s degree and diploma students, and also teaches classes within the Program.

“I discovered SAE’s campuses in Sydney and Melbourne a few years ago when I was in Australia to deliver presentations at some music conventions,” says Atkins. “When I returned to the States, I stopped by the SAE schools in New York and Chicago. As I learned more about what SAE offered, I knew that I had found the right home for my work as an educator. As the world shrinks and the career possibilities for creative media education professionals expand, the idea of joining SAE was an exciting and very easy choice for me to make.”

Atkins’ diverse industry experience includes:

  • Drumming, co-producing, and co-writing as a member of the bands Public Image Ltd, Killing Joke, Ministry, Nine Inch Nails, Pigface, The Damage Manual, The Opium Jukebox, and China Dub Soundsystem
  • Teaching and guest lecturing about music business marketing/strategy at Columbia College Chicago, the National Association of Music Merchants (NAMM), South By Southwest (SXSW), University of Southern California, the New Music Seminar, the Midi School in Beijing, Belmont University, Loyola University, New York University, and Drexel University
  • Releasing over 350 albums through his labels Invisible Records and Underground Inc.
  • Placing his music in a variety of television shows and films, including “Miami Vice”, Showtime’s “Queer as Folk”, NBC’s “Kingpin”, and Robert Altman’s “The Company”

Over the past year, Atkins has been replacing SAE Chicago’s curriculum that focuses on the “old” music business with coursework in event management, touring, crowdfunding, and social media. His goal is to bring the rapidly changing dynamics of today’s music business into the classroom, thereby giving his students useful knowledge and enhanced economic value in order to support their entrepreneurial aspirations or to be attractive to potential employers. Upcoming projects for next semester include the marketing of an album re-issue on 180 gram vinyl, a beat library for EDM and hip hop producers, a clothing line, and other timely initiatives that are relevant to the current music business marketplace..

“I’d stand in front of an oncoming bus for any of my students,” says Atkins. “They’re all excited about the future, and if we can help them to avoid some of the mistakes we’ve made in our own careers, then that’s an effort well worth making. I tell my students they really can achieve anything – not only because they can, but because the best way to predict the future is to create it.”


About SAE:
SAE Institute provides aspiring creative media professionals with a foundation of practical theory and valuable hands-on training in their chosen areas of concentration. Under the guidance of our faculty, which is comprised of working industry professionals, students gain the essential experience they need for entry-level jobs in the entertainment business. Our students are supported in their job searches by SAE’s international network of alumni, many of whom are leaders in the music, film, game arts, and live performance arenas. We offer programs in audio technology across our seven US campuses, along with a music business program at select locations, all fully accredited and focused on preparing students for employment when they graduate. Bachelor’s Degree programs in Animation, Audio, Film, Game Art & Graphic Design are available at the two locations of Ex’pression College, which is owned and operated by SAE Institute Group, Inc. SAE Institute Group, Inc. is a part of Navitas LTD. Learn more at

About Navitas:
Navitas is an Australian global education leader, providing pre-university and university programs, English language courses, migrant education and settlement services, creative media education, student recruitment, professional development, and corporate training services to more than 80,000 students across a network of over 100 colleges and campuses in 27 countries. Learn more at