Bobby Borg

Assistant professor of practice

Bobby Borg is a former major label, independent and DIY recording/touring artist with over 30 years of experience working with world-class musicians, songwriters, managers, producers, agents, equipment sponsors and A&R executives. As a member and founder of several rock and alternative rock bands, including one that achieved multi-platinum-selling success, he has toured the world extensively.

Borg is the author of four books published by Rowman & Littlefield on the subject of DIY marketing and music business: “The Musician’s Handbook” (2003, 2008), “Business Basics for Musicians” (2014, 2020, 2024), “Personal Finance for Musicians” (2021),  and “Music Marketing for the DIY Musician” (2014, 2020, 2024). He has also written more than 1,000 magazine and blog articles for Billboard.com, Hypebot, SonicBids, Music Connection, Disc Makers and Band Zoogle. He currently runs a YouTube channel at youtube.com/bobbyborg which provides weekly music business, marketing and communication tips.

Borg served as lecturer and interim chairman of Music Business at the Musicians Institute in Hollywood and as lecturer at institutions including Berklee College of Music, UCLA’s Herb Alpert School of Music and the University of Miami. Specializing in taking complex topics and simplifying them in easy-to-understand and practical terms, he was awarded “Distinguished Instructor” by students and staff.

As the founder of Bobby Borg Consulting, he served as the VP of special events for the Los Angeles chapter of the American Marketing Association, where he created educational and entertainment events for major corporations in Los Angeles. He currently coaches independent artists and music business professionals around the globe with the mission of “Turning art into a successful business.”

Borg holds a B.A. in professional music (with honors) from Berklee College of Music; certificates in marketing management, project management, and instructor development from UCLA; and a master’s in Communications Management (Phi kappa Phi) from USC.

His hobbies include health and fitness: He is the winner of the Gold’s Gym Fitness Challenge and Ed Parker’s International Kickboxing Tournament in Long Beach.