Teaching For Tomorrow Media Kit - McNally Smith College of Music

McNally Smith
COLLEGE OF MUSIC
TEAcHING
for TOMORROW
MEDIA KIT
`
TABLE OF CONTENTS
FROM PRESIDENT CHALMIERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Introduction: Teaching for Tomorrow. . . . . . . . . . . . . . . . . . . . . 2
fall 2015 launch highlights. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
perspectives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
30-YEAR TIMELINE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
QUOTES & PROFILES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Faculty: Eva Beneke. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Alumni: ARI HERSTAND . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
FACULTY: JEFF BAILEY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Alumni: DAN COMERCHERO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
CONTACTS FOR MEDIA INQUIRIES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
FROM PRESIDENT CHALMIERS
As a contemporary college of music, we recognize how dynamic the career landscape
is for aspiring industry professionals. This is why we embarked on the Teaching for
Tomorrow initiative – former rules and outdated educational models simply don’t apply
when it comes to preparing the next generation of music makers and content creators.
This college has never stood still, and we saw that it was time to reinvent.
During this process we looked in the mirror as a college, focusing on what we need to
instill in our graduates while seeking to redefine music education for the 21st century.
In keeping with our original vision for a forward-thinking institution that delivers on
the promise of a relevant curriculum, we believe this reimagining of a McNally Smith
education gives students the broad foundation of knowledge and skills they’ll need
to be successful in the future marketplace, whatever that may be.
Harry Chalmiers
President
McNally Smith College of Music
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M c N A LLY S M I TH CO LL E G E O F M U S I C
TEAcHING
for TOMORROW
Established in 1985, McNally Smith College of Music was
Seeing the pace at which the industry continues to change,
founded on a respect for contemporary music and the recogni-
the College started a process in 2014 to redesign its programs.
tion that music education was out of step with the reality and
This initiative, called Teaching for Tomorrow, aimed to answer
demands of the music industry. From the College’s very begin-
the question: What kind of education do students need in
ning, career readiness was central to the education that students
order to be successful in the future music industry? The pro-
received. This commitment to providing a relevant education
cess was informed by internal and external review, through
was the cornerstone on which all of McNally Smith’s degree
conversations with seasoned professionals, thought leaders,
programs were built, and it continues to drive change within the
graduates in the field and with faculty from all disciplines.
institution today.
A combined emphasis on artistry, technology and
In the 30 years since the College first opened, the music busi-
entrepreneurship emerged as a framework for defining the
ness has been radically transformed. Where physical distribution
skills, knowledge and experiences that collectively set students
was once a barrier to entry, artists can now make their music in-
up for success in an ever-shifting marketplace. With this under-
stantly available online. Where making records once required the
standing, the College began redesigning curriculum, planning
use of expensive purpose-built studios, producers and songwrit-
new organizational structures and identifying the resources
ers are now able to create finished-quality work with little more
necessary to redefine music education for the 21st century.
than an iPad. And whereas funding for projects came through a
defined set of gatekeepers, crowdsourcing sites like Kickstarter
now enable creative professionals of all walks to self-finance
their dreams.
With Teaching for Tomorrow, McNally Smith is marking the
next chapter in the school’s history by introducing major
changes within its curricular and co-curricular programs
starting in Fall 2015.
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TEAcHING
for TOMORROW
FA LL 2 0 1 5
LAUNCH HIGHLIGHTS
Center for Creative Careers
The new Center for Creative Careers will deliver services and programming that reinforces and
supports artistic expression, technology skill building and entrepreneurial thinking. In contrast
with most other institutions, the Center for Creative Careers will be embedded directly into the
curriculum, providing a critical bridge between classroom and industry.
Online Portfolio Development
The college is taking an innovative approach to music education by requiring students to create
and curate media-rich portfolios. These will support career readiness and digital literacy, particularly as it relates to web publishing, streaming and recording technologies, social media and
other digital platforms.
Industry Advisory Board
A board of active practitioners and thought leaders from varied disciplines within the music,
entertainment and audio industries is being established. This body will help steer program
development and foster greater connection to the professional community at large.
Foundational First-Year Coursework
Students in their first year will take a series of foundational courses that introduce concepts
of portfolio development and basic technology skills necessary to compete in a digitally
driven market.
Multi-Disciplinary Curriculum
Breaking down the outdated division between disciplines, the new curriculum will support
cross-disciplinary collaboration to help students acquire the broad knowledge and skills
needed to build and sustain their careers.
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TEAcHING
PERSPECTIVES
for TOMORROW
“Despite having the highest levels of educational
attainment of any previous American generation,
Millennials on average demonstrate relatively
weak skills in...technology-rich environments
compared to their international peers.”
“What about making smart use of technology,
where Millennials are said to shine? America
scored at the bottom of the heap, in a
four-way tie for last place with the Slovak
Republic, Ireland, and Poland.”
Source:
Source:
Program for the International Assessment
of Adult Competencies (PIAAC), 2014
Fortune.com on PIAAC test results
What Millennials Really Think
About Entrepreneurship (Inc.com)
$2 BILLION USD
Amount that music streaming service
Spotify has paid out in royalties to date,
$500 million of which was paid in 2013.
As of December 2014, Spotify had over 60 million global users
with more than 15 million of those paying a $9.99, £9.99 or
€9.99 monthly subscription to use Spotify’s Premium tier.
94%
Believe that entrepreneurship education is important
77%
Were never offered a class in coding
62%
Have never been offered
a class on entrepreneurship
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TEAcHING
for TOMORROW
“Then the factory fell
apart. And what’s left for
us to work with? Art.”
PERSPECTIVES
“One of the hardest things is distinguishing
the difference between talent and taste.
Coming from a school where you’re
formally trained in music, you’re obviously
talented. But ultimately what’s going
to distinguish you is your taste, your
perspective. What is it that you have to
say? Your vision is distinctly yours, and
“Music needs to come from the
heart, be authentic, and done
with excellence. At the center
of what we’ve tried to provide
is a respect for the unique
artistry of every student.”
that’s something you have to practice.”
SETH GODIN
YANCEY STRICKLER
DOUG SMITH
Best-selling Author, Entrepreneur
and Change Agent
Kickstarter Co-founder, McNally Smith
Commencement Address
McNally Smith
Co-founder
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Pro Tools Released
30–YEAR
TIMELINE:
Developed by musicians Evan
Brooks and Peter Gotcher as an
extension of Sound Designer,
a sample editing program for
drum sounds.
McNally Smith College of Music
opens in Minneapolis, MN
By 2002, the college moved to the former Science
Museum campus in downtown St. Paul, MN, and
eventually grew to be close to 700 students.
THE CHANGING LANDSCAPE
OF THE MUSIC INDUSTRY
1987
1985
1991
Inaugural South By Southwest
music and media festival
held in Austin, TX
Facebook
Launches
The social media
site saw rapid
adoption, and by
2014 Facebook
reported 1.3 billion
active users.
Napster Launches
First peer-to-peer file sharing service to popularize
free music downloads (this practice was met with
legal challenges). Napster paved the way for similar
services, including iTunes, which launched in 2001,
the same year that Napster stopped operation.
2001
1994
Home Internet usage
more than doubles
Y/Y to 36 million
users worldwide
Internet adoption made its
first major leap in the early
’90s, but really skyrocketed
by 2014 with over 3 billion
users worldwide.
1999
Kickstarter Launches
iPhone
Introduced
2006
2008
When it launched, nobody could have predicted how important
Kickstarter would be for arts funding. That changed when
Amanda Palmer raised $1.2 million in 2012 for her “Grand Theft
Orchestra” Kickstarter campaign. By 2015, the site crossed the
$1 billion mark in project pledges.
2009
2015
2004
TEAcHING
iPod
Introduced
Spotify Launches
in Sweden
Tower Records
files for bankruptcy
for TOMORROW
McNally Smith College of
Music launches Teaching
For Tomorrow initiative
Spotify was the first major
player in the music streaming business, and as of 2014
they have paid out over
2 billion in royalties.
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QUOTES & PROFILES
The following faculty and alumni profiles highlight the need for a
major shift in music education. These creative professionals are
building and managing their careers by leveraging technology and
realizing their artistic vision through the lens of entrepreneurship.
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EVA BENEKE
Faculty member, Guitar Department
evabeneke.com
Quick Facts
• Performed with Carrie Underwood at
American Country Music Awards (2010)
• Internationally acclaimed soloist, chamber
musician, teacher and arranger
• Specialty: Classical guitar
• B
egan her studies at the Berlin
University of Arts
• R
eceived a doctorate with honors from
the University of Southern California in
Los Angeles (2012)
• S
tarted Lowertown Classics concert series
in 2014, now in its second year
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E VA B E N E K E
ON MUSIC EDUCATION
I received the equivalent of an undergrad degree in guitar pedagogy, and then I
did a solo artist diploma, which very much focused on artistry. It was basically just
practicing and learning repertoire, which I really needed at the time. But I kept
asking myself, “What’s next beyond this?”
It was very obvious to me that there was a lack of a plan from a career perspective. There was a big value in all the hard work that I did in that program, but there
wasn’t a perspective of career goals. That’s not something you find in traditional
music programs.
ON TECHNOLOGY
The advice I give my students is very simple: Don’t be intimidated by technology,
start using it. In my pedagogy class, for example, my students make a 5-minute
teaching video, and I’ll have students say they don’t know how to make a video. My
reaction is, “Are you kidding me?! (laughs) It’s 2015...go to the Resource Center!”
We have so much equipment for them to use, but, for example, they have to learn
how to record quality audio along with video, and then sync it all up. I had to teach
myself all of these things, and I wish I didn’t have to. That’s why I’m excited about
what we’re doing with the curriculum. Students will get all of this.
ON NETWORKING & ENTREPRENEURSHIP
The advice I give my students
is very simple:
Don’t be intimidated by
technology, start using it.
To build a career as a musician it’s important to have a network of professionals
who know you exist. That’s partly why I started the Lowertown Classics series, to
build and contribute to my community. It takes a lot of work – and technology plays
a big part in how we’ve established Lowertown Classics. For example, this morning
I made a poster on my laptop, and then I shared it on social media. After that I sent
an email with the poster to all the performers for them to share, then I updated my
website. Social media is just a small part of it. Another important piece is collecting
email addresses. I actively work to grow that list and I make sure to keep them updated. Doing all of this is now very normal for me, but I didn’t learn any of
it in school.
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ARI HERSTAND
ariherstand.com
aristake.com
Quick Facts
• Most people now know Ari Herstand from his popular
music business advice blog, Ari’s Take, nominated by
the LA Weekly as the best music blog in Los Angeles.
Herstand started the blog to to help other DIY musicians by sharing what he’s learned from managing his
own career.
• F
unded his latest album, Brave Enough, with a
successful Kickstarter campaign that raised $13,544.
The album was recorded in Minnesota by Herstand’s
long-time engineer/producer/friend Paul Marino and
features Dave King (The Bad Plus) on drums.
• Co-starred on CBS comedy 2 Broke Girls and
ABC family drama The Fosters
• Music Business alum, McNally Smith College of Music
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A R I H E R S TA N D
ON THE FUTURE
OF THE INDUSTRY
It is the greatest time in the history of the music
industry to be an independent musician. Building
a self-sustained music career takes a great deal of
understanding of the industry landscape as it is
today and requires keeping up with the constant
changes. Waiting for the lucky break is not how to
‘make it’ anymore. You have to be kicking ass on
your own before anyone in the business is going
to even give you a second glance. There are more
opportunities to make a living as a musician than
ever before, but it requires a serious work ethic
and a solid grasp of all the new technologies,
music-centric startups and social platforms,
while maintaining a diverse income stream.
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JEFF BAILEY
Department Head, Bass Guitar
mcnallysmith.edu/faculty/jeff-bailey
ABOUT
Jeff Bailey has performed in a wide variety of musical
settings as a musician, composer and producer. He has
performed with world-renowned jazz artists Captain
McDuff, Mike Stern, James Carter, Eric Garvat, Rodney
Jones, Dave King, Brian Lynch and James Moody. Never
one to be pigeonholed into one style, Jeff has also
toured and performed with Keri Noble, Joey McIntyre
(NKOTB), Tommy Barbarella (Prince), Charles Lazarus
(Minnesota Orchestra), Reverend Billy Steele, Jennifer
Kimball, Heather Headley, Charley Drayton and Garrison
Keillor’s A Prairie Home Companion. Jeff has also
received a Best of the Twin Cities Award as a founding
member of Moveable Feast, and a Minnesota Music
Award nomination for Best Bass Player of the Year.
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JEFF BAILEY
ON TECHNOLOGY & CHANGING CURRICULUM
Anything can now be recorded and shared instantly – because of this there’s a lot
of opportunity. It’s been a game changer in many ways. For example, you can collaborate with people from anywhere. It used to be limited to producers at the highest level who could afford long-distance collaborations. Now it’s commonplace in
the industry. I’ll record a bass or piano track and send it to my clients via DropBox.
I’m changing the curriculum so that my students will learn these skills. They’ll create
assignments using Logic or Pro Tools to record themselves, and they’ll submit their
sessions via DropBox. It gives them more hands-on time with the tools, so they’re
building confidence and proficiencies, and it also reinforces good file management
habits, which is part of being functional as a music professional. But more importantly it will teach them critical listening skills by having to pay attention to the
nuances of their performance when they play back their tracks.
ON EntREPRENEURSHIP
I didn’t start out seeing myself as an entrepreneur, but I grew into it by necessity
because I wanted to make my life full of music. I tell my students, “As your résumé
grows and people become more confident in your skills, you need to know your
worth and you need to be able to have business conversations, which are very different than arts conversations. You need to understand the terminology of business
and think strategically.”
ON NETWORKING
You need to be able to
have business conversations,
which are very different
than arts conversations.
Networking is the thing that made it possible for me to make a living as a musician.
At a certain point, most people who decide that they want to pursue music as a
career are talented, so whether someone becomes successful isn’t about the level
of talent, but something more. It’s about who you’re going to call for whatever the
project is, and that comes from being in a network and having the skills to take on
new opportunities, whether that’s playing a certain style or producing an album.
13
DAN COMERCHERO
theproaudiofiles.com
audiofile-engineering.com/quiztones
Quick Facts
• D
eveloped and brought award-winning
Mac, iOS and Android app Quiztones to
market in 2011 in partnership with
Audiofile Engineering
• D
RUM! Magazine named Quiztones one of
the “Best Music Apps of 2013”
• F
ounded The Pro Audio Files, a popular
blog for audio professionals, and continues
to serve as editor and key contributor
• Alum, Music Production (2012)
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DA N C O M E R C H E R O
DAN’S JOURNEY
Dan Comerchero arrived at McNally Smith with definite plans of becoming a professional drummer. But after a short time in the Percussion program, he discovered
an unexpected passion for music production and technology, inspiring him to shift
focus and earn his B.S. Music Producer degree. Comerchero became a bona fide
entrepreneur while still at the College, founding the popular Pro Audio Files blog
and concepting Quiztones — a frequency ear-training app for audio professionals
and musicians. A senior-year internship at Minneapolis-based software company
Audiofile Engineering quickly turned into a fruitful partnership, as development
on Quiztones began in earnest and the app was brought to market before
Comerchero’s 2012 graduation ceremony.
ON SUCCESS IN MUSIC TECHNOLOGY
I’m okay with the direction I’ve taken and the fact that performance isn’t all I’m
about. I haven’t left music. I’m making apps for musicians and I run a blog for
producers and audio engineers. Everything I do is still tied to music, and I feel like
there are so many ways to be in the music industry beyond what you might assume
you’ll do when you first start college. And that goes back to what you call yourself.
Are you a musician? Producer? Audio Engineer? There are so many overlapping
angles to it.
ON ENTREPRENEURSHIP
Aside from being an
entrepreneur, I’ll always be
a musician and a drummer.
I feel like the word “entrepreneur” is tossed around pretty loosely these days. I see
people on Facebook with job titles like “CEO of Me,” but I always wonder what
they’re actually doing. For me, it’s not about a title, it’s more about what you actually produce and execute on. I also kind of gave up writing bios because it’s always
changing. I whittled my bio down to “producing music, websites and apps.” I’m
more interested in having people see and use what I’ve built, and hope that the
passion and time I put into it will speak for itself.
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McNally Smith College of Music is a vibrant community of learners and
educators who focus on developing young creative professionals.
At McNally Smith students enjoy a college experience that encourages
them to follow their dreams and exposes them to the exciting and often
surprising opportunities that exist in the music and media industries.
The curriculum is designed to develop the skills, knowledge and experience
students need to succeed as performers, audio engineers, composers,
songwriters, managers, promoters, music producers and entrepreneurs.
FOR MEDIA INQUIRIES
C O N TA C T
Martin Keller
JOHN KROGH
Media Savant
Communications Co.
McNally Smith College of Music
Vice President, Marketing
612 . 220 . 6515 mobile
[email protected]
651 . 361 . 3740
[email protected]
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