Latest guest speaker, Illenium, provides students inside track on the industry
It was only the second week of the fall semester, and students in the College of Business’ introductory Music Business course, Music Business: Shifting the Social Landscape, had already gone from intro level to the big time: The popular EDM artist Illenium joined the class via teleconference to provide insider perspectives and answer students’ questions about navigating the industry.
The Denver-based DJ shared a rare view on the business. Just a couple months prior, he drew nearly 50,000 fans to Empower Field for an evening of big beats, pyrotechnics, LED panels and drone shows. It was the largest EDM concert ever staged in Colorado. Students probed him about everything from the challenges of music festivals to the biggest obstacles in the industry.
It was a rare look behind the curtain at an industry that’s been the stuff of imagination for many. That unique perspective has helped the program’s enrollment and programming grow quickly. What was once a program with less than two dozen students now fills one of CSU’s largest classrooms.
“Anybody from any major can take our classes,” Chuck Morris, Music Business program director, said. “Some of the other schools’ programs only want business or music students. I want students who love music. I want the students who may want to be an entertainment lawyer. I want students that want to just learn about the music industry.”
That big-tent mentality has helped the program grow quickly. Established in Fall 2020 with a single course, the program now offers students the chance to earn a Music Business Minor or a certificate and prepare for a quickly evolving industry. They learn directly from professionals with experience marketing music, staging events and solidifying revenue streams in a digital landscape.
The foundations laid in the program speak volumes for the future of Colorado music, Illenium said.
“I’m so lucky to be in a position to share my story and hopefully inspire others to put their everything into whatever they love,” he said. “I’ve lived in Colorado for over 12 years and the community has been one of my biggest blessings. Colorado will continue to be my home for the foreseeable future, and I can’t wait to see what’s to come.”
A multidisciplinary approach to Music Business
The core of the minor covers courses dedicated to the music industry: Principles of Music Marketing, Making Money in Music, Concerts and Live Events, in addition to the AUCC-qualified Music Business: Shifting the Social Landscape overview course. From there, students select additional courses covering accounting, management, selling and ethics. Unlike similar programs across the country, the College of Business Music Business program isn’t limited to music majors. The 21-credit program can be completed in as few as three semesters without disrupting graduation plans.
The program joins the College of Business’ established minors in business administration, entrepreneurship and innovation, and real estate. Like all the College’s minors, the Music Business Minor combines specialized industry knowledge with the business foundations valuable in any industry.
“The business mindset is indispensable in all types of careers – be they in creative industries or within more traditional business areas,” Travis Maynard, senior associate dean of academic programs, said. “The various minor programs that we offer in the CSU College of Business allow students to cultivate their skills for professional success while focusing on their primary passions they have for their major. This interdisciplinary mindset brings students from across the CSU campus to enhance the value of their degrees with business.”
If a minor is too large of a commitment, students with an interest in the industry may opt to obtain a nine-credit certificate that focuses solely on Music Business fundamentals. Additionally, students may also enroll in individual Music Business courses on an a la carte basis. This approach allows students from any college to prepare for a future in the music industry or just learn about topics that interest them.
Insider perspectives in the classroom
Illenium joins a growing list of A-listers who have spoken to Music Business students. Last semester, Joe Walsh of The Eagles – whose Their Greatest Hits 1971-1975 is the second-highest selling album in history – spoke to students. Musicians joining the class in prior semesters include members of Phish, The Avett Brothers and Earth, Wind & Fire, among others.
Virtual visits from rock stars are among the course’s highlights, but they’re far from the only speakers visiting classrooms and Zooming in to discuss the industry with students. Experts in concert promotion, publicity and record label operations make weekly appearances to divulge insider information and answer questions about their specialties.
The lineup of impressive industry and performer talent distinguishes the College of Business music program and leverages the industry connections of its director and founder, Chuck Morris. Over Morris’s 48-year career he established deep roots in Colorado’s live music scene as a promoter and across the industry as a manager, culminating as CEO of AEG Rocky Mountains, one of the region’s largest concert promotions companies.
Leveraging that experience and the relationships cultivated through the years has helped the Music Business program attract more than 150 industry insiders to speak to students since its launch.
“The response from my friends when I’ve asked them has been amazing,” Morris said. “I’ve been so proud that most people like me who have long careers in the music industry want to give back.”
The program also works closely with the CSU Music Business Collective (MBC), a registered student organization that gives Music Business students an opportunity to put their lessons into practice by organizing and promoting live music and other music-related events on campus.
With more than a dozen concerts under its belt, the MBC’s next event promises to be its largest yet. Working in conjunction with several organizations across campus and AEG, the MBC will help bring jam band Goose to play the Lory Student Center west lawn on Oct 7.
Although the Music Business program’s success has been localized to the campus community, its impact will be felt across the state, Morris said.
“Colorado has always been one of the greatest music markets. We have such great artists going back years, and great venues,” he said. “We’re helping lay the groundwork so that can continue in the future with our students.”
About CSU’s College of Business
The College of Business at Colorado State University is focused on using business to create a better world.
As an AACSB-accredited business school, the College is among the top five percent of business colleges worldwide, providing programs and career support services to more than 2,500 undergraduate and 1,300 graduate students. Faculty help students across our top-ranked on-campus and online programs develop the knowledge, skills and values to navigate a rapidly evolving business world and address global challenges with sustainable business solutions. Our students are known for their creativity, work ethic and resilience—resulting in an undergraduate job offer and placement rate of over 90% within 90 days of graduation.
The College’s highly ranked programs include its Online MBA, which has been ranked the No. 1 program in Colorado by U.S. News and World Report for six years running and achieved No. 16 for employability worldwide from QS Quacquarelli Symonds. The College’s Impact MBA is also ranked by Corporate Knights as a Top 20 “Better World MBA” worldwide.
