As iTunes, YouTube and MySpace encompass the way people consume music, the School of Music is working to close the gap between the record player and the iPod.
In the fall, the school will begin its implementation of the new Music, Media and Enterprise program; a set of courses will teach students about the business aspects of the music industry as well as the production side.
"This is a pivotal point for the institution," said David Bruenger, director of the program. "This program is one of the first that was built for non-music majors from the ground up."
The curriculum is a multidisciplinary study of music for the 21st century, examining the theory and practice of music in the media and as a commercial, social and cultural enterprise, Bruenger said in a press release.
The set of courses, which currently comprise a minor, will continue to evolve throughout the next few years into what Bruenger said he hopes will become an option for a bachelor's degree.
After piloting a few of the classes, Bruenger tweaked the curriculum and made a few improvements before submitting his final proposal.
The enterprise side of the minor requires 20 hours. Students will be able to choose from courses such as Introduction to Music Enterprise, Protest in American Music and an internship opportunity. One course will be offered each quarter, beginning in the fall.
As the program develops, Bruenger said Ohio State hopes to hire more music technology instructors and build a studio where students can learn the art of the recording process. Though completion of this facet will take several years, it is projected to include music production and technology courses and an internship opportunity.
The dual focus will allow students to choose their interest within the music industry.
"With the two tracks we should be able to answer the question of 'am I a musician looking for business or a business person looking for music?'" Bruenger said.
He intends to have some flexibility in the course requirements and is excited about the multidisciplinary focus.
"I've spoken to people in the pop culture and film studies departments that are interested in working together to create courses," he said. "It is going to pull the social, creative and economic aspects together."
More than anything, Bruenger stresses that this program is not exclusively for music majors or people with a background in musical training.
For example, Bill Patton, a sophomore in political science and economics, took the pilot course, Survey of the Music Industry. The course focused on changes in the music industry and the evolution of music itself into today's technologically driven marketplace, Patton said.
"I really enjoyed the class because I was learning about something I'm truly passionate about," Patton said. "Also, Dr. Bruenger has a background in performing music in addition to a vast amount of musical knowledge, so he has a great insight on the subject."
Ben Albaugh, a sophomore in marketing, also took the course.
"By tracing the interaction of music with social, economic and technological opportunities, we began to understand why major music trends have occurred," he said. "This insight is a valuable tool in understanding today's rapidly changing music industry and recognizing future trends."
Although Bruenger says some of the faculty does not fully understand the importance of a program like this, all agree it is a good idea.
"It is important to look at the phenomena of the last 10 years and what it means to the music industry," he said. "Just look at Web sites like YouTube and MySpace. We're out of touch with what has been happening and we have to find a way to bridge between the two."
Patton said he thinks the program will be great for the university.
"For someone like myself who plans on getting into the music industry either on the performing side or the business side, a program like this is invaluable," he said. "Not only will it educate me on the subject, but it will separate me from other people seeking to enter the industry. It's also a great place to start building a network of musicians and other people involved in the music industry."
Despite the entrance of this innovative program into the music school's classical set of curriculum, Bruenger gives the faculty credit for attempting to create a successful program such as this.
"Studio and production technology is a closed book," he said. "It's important to give the music school credit for being open to opening that book."
As for expectations of Bruenger?
"A lot of people keep telling me that I'm the future of the music school," Bruenger said, laughing. "I hope I'm not around here that long."
Kelly McDonald can be reached at mcdonald.345@osu.edu.
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