Photo Credit: Julie Lucas from Strategic Communications and External Relations

SXSW draws thousands of music lovers and industry insiders to Austin, Texas, each year. It’s a place to see and hear new artists perform as well as to explore vibrant music venues. The Business and Entrepreneurship curriculum at Columbia College Chicago has successfully integrated the SXSW experience into its coursework for over a decade. This year, several practicum classes had the opportunity to gain hands-on experience in the music and marketing industries. AEMMP Records produced an official SXSW showcase, the Creative Agency pitched re-branding concepts to Austin-Bergstrom International Airport, the Music Publishing class scouted talent for Musicbed, and the Sponsorship practicum class evaluated the effectiveness of major SXSW sponsors. The business department is proud of its students’ achievements and looks forward to seeing more students in action at SXSW next year.

AEMMP Records host an official SXSW Showcase this year!

Photo Credit: Julie Lucas from Strategic Communications and External Relations

This year, the AEMMP Record Label Practicum class, which is taught by Associate Professor Alex Fruchter, hosted an official SXSW event, “AEMMP Records Presents Chicago Soundz.” The showcase featured some of their label’s artists such as Alum PMARTT ’14 and students Anessa Rivera and Moses the Marauder as well as headliner Mother Nature and the group Gardenia. The students were responsible for planning the line-up, promoting the event, and on-site venue logistics that included sound checks and artist hospitality.

Professor of Instruction Monique Maye’s Artist Management students collaborated with AEMMP on the event and represented the group Gardenia, who they met through a student in the class and performed at the showcase. While students saw first-hand that the music business can be stressful, SXSW and its music also proved to be inspiring.

“Live music is just so fun to be part of,” says Dani Lioce, a graduate student in the Artist Management class. “Every day, everywhere [at SXSW], you get to hear great things and see people starting their careers, which is really cool.”

Re-Branding Austin Airport Food and Parking 

Photo Credit: Julie Lucas from Strategic Communications and External Relations

The Creative Agency led by Associate Professor of Instruction Clayton Smith got the opportunity to pitch their ideas for re-branding concession and parking services to their client Austin-Bergstrom International Airport.  The group took the bus to the airport to meet in person with the airport’s marketing team and executives to share their concepts and get their input.  

“They really treated us like peers, which was really important, I think, to me and to my class because … this is actually how it is,” says Senior David Buschauer, a Marketing major. “I felt like I was actually doing important meaningful work.” 

Having an actual client for a class project is the main reason Buschauer took the class. “It keeps me involved and integrated into the process,” he says.  

Talent Scouting for a Music Licensing Company  

Photo Credit: Julie Lucas from Strategic Communications and External Relations

Another practicum class — Music Publishing — came to SXSW to look for talent on behalf of a music licensing company called Musicbed led by Associate Professor of Instruction Loren Wells. The students met with the founder of Musicbed prior to coming to SXSW and they were told what was expected of them. The students were asked to go to various events and scout for new artists, meet them, and recommend their names to Musicbed. 

Evaluating Sponsorship Effectiveness for SXSW  

Photo Credit: Julie Lucas from Strategic Communications and External Relations

Professor and Chair Emeritus Philippe Ravanas brought his Sponsorship practicum class to SXSW this year. Working with Val Link, executive director of business development at SXSW, Ravanas’s class came to SXSW to evaluate the objectives of major SXSW sponsors (e.g., Whiteclaw, Slack, Volkswagen), ask why they chose SXSW as a vehicle to meet those goals, assess their presence at the event, and evaluate the sponsor’s overall effectiveness in meeting their goals. Their final assessment will be offered to the sponsors as well as SXSW as a tool to guide them both in future business decision-making. While in Austin, the class met with Link at the Austin Convention Center to ask him questions about the art of finding sponsors and keeping them.