For the first time in Augusta University history, a student attended a National Association of Music Merchants event to represent the music department and its new online music industry studies program.
Michael Mahoney is pursuing a Bachelor of Business Administration from the Hall College of Business with a Certificate in Music Industry Studies from the Pamplin College of Arts, Humanities and Social Sciences. He recently had the opportunity to travel to sunny California and spend three days immersed in all things music.
The NAMM Show, held in Southern California each spring, unites 115,000 attendees from 130 countries and regions in the global arena for music, sound and entertainment technology. Founded in 1901, NAMM aims to strengthen the music production industry and promote the joy and benefits of making music.
“It was a very pleasant experience to attend the show for the first time. It absolutely exceeded my expectations,” said Mahoney. “It was absolutely inspiring to see all the musical productions and new technology demonstrations on display. One of my personal favorites was seeing the many musical acts perform. They had multiple genres from jazz to rock to DJs, multiple stages throughout the convention.
Mahoney learned about the trade show through his music industry instructor, April Brumfield, who teaches Augusta University’s online music industry courses.
“He really encouraged me to attend so I could experience many aspects of the music business firsthand. We learn about marketing and retailing music products in the courses, but it’s a different perspective to see it in action,” Mahoney said.
“She arranged for me to meet with one of her former students who is now the director of customer relationship management at Fender Musical Instruments. As a first-timer, it was great to meet someone at the show and get a personal overview. The networking at the event was great and I already had internship prospects. have received
NAMM fosters a supportive business culture that connects all aspects of the music industry with its membership, and reinvests trade show and membership proceeds to grow the industry through philanthropic outreach, congressional and international lobbying, and funds for research on the benefits of the arts. Education.
Mahoney said two of his favorite performances showed how new technologies are changing the music industry.
“The first showed how Unreal Engine 5, a 3D computer graphics game engine, is being used to implement VR in online streaming for music shows and videos. The head of the company gave a demonstration,” he said. Discussed how artificial intelligence is being implemented. It was really cool to see how AI can be used to produce whole songs.”
Mahoney said he left the show inspired to work in the music industry.
“The conference really broadened my interest in more careers within the music industry and I’m extremely excited to dive into different career opportunities and see what works best for me.”
He would like to return to the conference in the future.
“Whether as a student or as a music industry professional, I definitely plan to return.”
All music industry courses are open to any student looking to learn more about the music business. The certificate program is offered entirely online, and can be completed in conjunction with any degree. Learn more about the Music Department.