WRITTEN BY MARINA GOMBERG
It's one thing to know how to perform music beautifully; it’s a different art completely knowing how to turn that music into money.
While it can seem crude to think about monetizing something so pure, for future professional musicians, it’s a vital part of their education and preparation for entering the workforce.
That’s why the University of Utah School of Music has long provided mentorship, classes, and practical opportunities to learn about the business side of music making. But with the ever-changing landscape of the professional arts industries due to a number of economic factors, the school is taking this offering up an octave with its new Music Entrepreneurship Certificate.
The 21-credit certificate program is both a formalization and expansion of curriculum in this vein, and it comes at a time when students are eager as ever to see how they can make their careers out of their passions. It includes an internship, applied entrepreneurship, career development courses, and courses from David Eccles School of Business.
This new development was the brainchild of two synergistic and dedicated professors.
“I come at this from two angles,” said voice Professor, professional opera singer and co-creator of the certificate program, Kirstin Chávez. “First, I was once a music student in college who wanted, but did not get, this education. Secondly, we can’t count on the traditional establishment to work for our students in the ways that it has worked for those who came before them.”
She’s referring to how the recession, pandemic, and other economic influences changed the ways many major arts organizations hire their talent. When funds became more scarce, the playbook shifted.
In her Applied Entrepreneurship course, Chávez teaches marketing, finances, business planning, and other practical skills necessary to succeed as a freelance artist. And in addition to that, her course gets at the heart of entrepreneurialism.
Kirstin Chàvez (left) and Vedrana Subotic (right) (Photo: University Marketing & Communications)
Kirstin Chàvez (left) and Vedrana Subotic (right) (Photo: University Marketing & Communications)
“We want our students to know how to succeed through traditional paths, and we also want them to know how to expand what success looks like for professional artists,” she said. “I tell my students they can use the system, but to not let that be their only avenue to express their art. I want them to be willing to make something that doesn’t exist and to not rely on the establishment to dictate their careers.”
The pivot from structured, more linear thinking to boundaryless possibility can be really challenging for musicians — right up until they break through and feel the freedom.
“The Applied Entrepreneurship for Musicians class with Professor Chávez was, in my opinion, one of the most eye opening and helpful classes thus far,” described music student Merinda Christensen, who will be the first to graduate with the Music Entrepreneurship Certificate in spring 2022. “I was really able to learn the value of my degree and have more comfort as I prepare to graduate.”
Speaking of preparations, Christensen has already landed a job with Opera Mississippi thanks to a connection made in Chávez’s class when guest speaker Stacey Trenteseaux, OM’s current Executive Director, came to Utah to speak to the class.
With Christensen having expedited her studies to complete the certificate by the time she was slated to gradate, she will be the first and only graduate in spring 2022, with two others in her pilot cohort who will follow her lead.
Though, not all music students have landed jobs before graduation.
(Left) Merinda Christensen
(Right) Chet Rhodes
“We know that some students graduate and say ‘now what?’” said Professor (Lecturer) Vedrana Subotic, co-creator of the certificate program and President and Music Director of the Intermezzo Chamber Music Series. “And this certificate program helps promote a more proactive student culture, one where they understand possibilities before they get their diploma.”
In her two Professional Development courses, which she has taught for roughly 13 years now, Subotic focuses on career development in both theoretical ways and through practical applications. Her courses started out just being offered to piano students, but the demand for this education inspired the school to open them up to all music majors in the last five years.
Subotic’s course’s popularity was recognized in 2018 by the institution when she was given a University of Utah Career & Professional Development Faculty Award. And for good reason.
“Vedrana Subotic’s Career Development for Musicians course was unlike any I have ever taken before. With a classroom environment built on collaboration, discussion, and an unparalleled sharing of ideas and knowledge, paired with a direct connection to real-world, industry specific experience, this course is vital to the development of a modern musician,”said BMU student Chet Rhodes. “The concepts taught in this course span across disciplines, and affects all aspects of a student’s life. The lessons I learned in this class are indispensable and completely transformative, and I will value them for the entirety of my career.”
In her courses, she focuses on fundraising, marketing and media relations, how to utilize technology and media to grow a fan base, and additional financial education around retirement funds and taxes.
When Chávez arrived at the University of Utah in 2016, Subotic said their combined passion for this kind of curriculum was infectious and their synergy was what brought this certificate program to life.
“We had the foundation already there, and with Kirstin’s new energy, things clicked. It was a mind meld. It just made sense.”
The two rely heavily on their own professional experiences and have supplemented that with more formal education on the topics they teach. Subotic has had the chance to learn from and with industry leaders like Noa Kageyama from Julliard, and Angela Beeching, who wrote the gold standard textbook called “Beyond Talent.”
Chávez, who had already worked in the financial industry earlier in her life, went back to school at the U, got her Certificate of Financial Planning and is now a licensed and registered Financial Planner — knowledge she now passes on to her students.
“It doesn’t feel like teaching as much as it feels like sharing this vital information,” Chávez described. “And I could tell that the students realized how vital it was.”
So, while the School of Music at the U has always produced sensational musicians, now, more than ever, as Chávez says, “we’re arming them with professional possibility.” ■
“We know that some students graduate and say ‘now what?’” said Professor (Lecturer) Vedrana Subotic, co-creator of the certificate program and President and Music Director of the Intermezzo Chamber Music Series. “And this certificate program helps promote a more proactive student culture, one where they understand possibilities before they get their diploma.”
In her two Professional Development courses, which she has taught for roughly 13 years now, Subotic focuses on career development in both theoretical ways and through practical applications. Her courses started out just being offered to piano students, but the demand for this education inspired the school to open them up to all music majors in the last five years.
Subotic’s course’s popularity was recognized in 2018 by the institution when she was given a University of Utah Career & Professional Development Faculty Award. And for good reason.
“Vedrana Subotic’s Career Development for Musicians course was unlike any I have ever taken before. With a classroom environment built on collaboration, discussion, and an unparalleled sharing of ideas and knowledge, paired with a direct connection to real-world, industry specific experience, this course is vital to the development of a modern musician,”
said BMU student Chet Rhodes. “The concepts taught in this course span across disciplines, and affects all aspects of a student’s life. The lessons I learned in this class are indispensable and completely transformative, and I will value them for the entirety of my career.”
In her courses, she focuses on fundraising, marketing and media relations, how to utilize technology and media to grow a fan base, and additional financial education around retirement funds and taxes.
When Chávez arrived at the University of Utah in 2016, Subotic said their combined passion for this
kind of curriculum was infectious and their synergy was what brought this certificate program to life.
“We had the foundation already there, and with Kirstin’s new energy, things clicked. It was a mind meld. It just made sense.”
The two rely heavily on their own professional experiences and have supplemented that with more formal education on the topics they teach. Subotic has had the chance to learn from and with industry leaders like Noa Kageyama from Julliard, and Angela Beeching, who wrote the gold standard textbook called “Beyond Talent.”
Chávez, who had already worked in the financial industry earlier in her life, went back to school at the U, got her Certificate of Financial Planning and is now a licensed and registered Financial Planner — knowledge she now passes on to her students.
“It doesn’t feel like teaching as much as it feels like sharing this vital information,” Chávez described. “And I could tell that the students realized how vital it was.”
So, while the School of Music at the U has always produced sensational musicians, now, more than ever, as Chávez says, “we’re arming them with professional possibility.” ■
(Top) Merinda Christensen
(Bottom) Chet Rhodes
“We know that some students graduate and say ‘now what?’” said Professor (Lecturer) Vedrana Subotic, co-creator of the certificate program and President and Music Director of the Intermezzo Chamber Music Series. “And this certificate program helps promote a more proactive student culture, one where they understand possibilities before they get their diploma.”
In her two Professional Development courses, which she has taught for roughly 13 years now, Subotic focuses on career development in both theoretical ways and through practical applications. Her courses started out just being offered to piano students, but the demand for this education inspired the school to open them up to all music majors in the last five years.
Subotic’s course’s popularity was recognized in 2018 by the institution when she was given a University of Utah Career & Professional Development Faculty Award. And for good reason.
“Vedrana Subotic’s Career Development for Musicians course was unlike any I have ever taken before. With a classroom environment built on collaboration, discussion, and an unparalleled sharing of ideas and knowledge, paired with a direct connection to real-world, industry specific experience, this course is vital to the development of a modern musician,”said BMU student Chet Rhodes. “The concepts taught in this course span across disciplines, and affects all aspects of a student’s life. The lessons I learned in this class are indispensable and completely transformative, and I will value them for the entirety of my career.”
In her courses, she focuses on fundraising, marketing and media relations, how to utilize technology and media to grow a fan base, and additional financial education around retirement funds and taxes.
When Chávez arrived at the University of Utah in 2016, Subotic said their combined passion for this kind of curriculum was infectious and their synergy was what brought this certificate program to life.
“We had the foundation already there, and with Kirstin’s new energy, things clicked. It was a mind meld. It just made sense.”
The two rely heavily on their own professional experiences and have supplemented that with more formal education on the topics they teach. Subotic has had the chance to learn from and with industry leaders like Noa Kageyama from Julliard, and Angela Beeching, who wrote the gold standard textbook called “Beyond Talent.”
Chávez, who had already worked in the financial industry earlier in her life, went back to school at the U, got her Certificate of Financial Planning and is now a licensed and registered Financial Planner — knowledge she now passes on to her students.
“It doesn’t feel like teaching as much as it feels like sharing this vital information,” Chávez described. “And I could tell that the students realized how vital it was.”
So, while the School of Music at the U has always produced sensational musicians, now, more than ever, as Chávez says, “we’re arming them with professional possibility.” ■
“We know that some students graduate and say ‘now what?’” said Professor (Lecturer) Vedrana Subotic, co-creator of the certificate program and President and Music Director of the Intermezzo Chamber Music Series. “And this certificate program helps promote a more proactive student culture, one where they understand possibilities before they get their diploma.”
In her two Professional Development courses, which she has taught for roughly 13 years now, Subotic focuses on career development in both theoretical ways and through practical applications. Her courses started out just being offered to piano students, but the demand for this education inspired the school to open them up to all music majors in the last five years.
Subotic’s course’s popularity was recognized in 2018 by the institution when she was given a University of Utah Career & Professional Development Faculty Award. And for good reason.
“Vedrana Subotic’s Career Development for Musicians course was unlike any I have ever taken before. With a classroom environment built on collaboration, discussion, and an unparalleled sharing of ideas and knowledge, paired with a direct connection to real-world, industry specific experience, this course is vital to the development of a modern musician,”said BMU student Chet Rhodes. “The concepts taught in this course span across disciplines, and affects all aspects of a student’s life. The lessons I learned in this class are indispensable and completely transformative, and I will value them for the entirety of my career.”
In her courses, she focuses on fundraising, marketing and media relations, how to utilize technology and media to grow a fan base, and additional financial education around retirement funds and taxes.
When Chávez arrived at the University of Utah in 2016, Subotic said their combined passion for this kind of curriculum was infectious and their synergy was what brought this certificate program to life.
“We had the foundation already there, and with Kirstin’s new energy, things clicked. It was a mind meld. It just made sense.”
The two rely heavily on their own professional experiences and have supplemented that with more formal education on the topics they teach. Subotic has had the chance to learn from and with industry leaders like Noa Kageyama from Julliard, and Angela Beeching, who wrote the gold standard textbook called “Beyond Talent.”
Chávez, who had already worked in the financial industry earlier in her life, went back to school at the U, got her Certificate of Financial Planning and is now a licensed and registered Financial Planner — knowledge she now passes on to her students.
“It doesn’t feel like teaching as much as it feels like sharing this vital information,” Chávez described. “And I could tell that the students realized how vital it was.”
So, while the School of Music at the U has always produced sensational musicians, now, more than ever, as Chávez says, “we’re arming them with professional possibility.” ■
