When it comes to the college classroom experience, some find traditional textbook study and quiz-taking to be the best path for mastering the material. Others like Corey Taylor, music industry professional in residence at The University of Tulsa, want real-world experience to be at the center of their courses.
For students in TU’s arts, culture & entertainment management program, that now means running a record label. Hurricane Records is a newly launched student-run label that assists local musicians.
“This has never taken place or ever existed (at TU) and I think what’s really cool about my position here is I really get to lean into experiential learning,” says Taylor. “What an amazing vehicle to be able to make sure that students have the best launching pad possible in having Hurricane Records.”
Taylor and Sam Krall, director of the arts, culture & entertainment management program, had been thinking about what experiences would bring the most value to students. Since many had expressed interest in the music industry, what better experience than running a record label?
Last fall marked the course’s pilot semester, and it has since evolved steadily. Students work alongside experienced faculty, like music industry professional Ted Cohen, doing real work in the local music scene. Students not only get hands-on experience, “but take charge,” says Taylor.
Sophomore Gracie Sparks is a student in the program and a musician herself. Her experiences at TU are helping her with her own musical ambitions.
“This course has shown me that being a student does not make me any less capable of working in this industry and making an impact in the career of the artists we work with,” Sparks said.
It starts with students asking what areas the artists need support in.
“Then we look at the skill sets of the students here and their interests, and we try to find some alignment,” Taylor said.
The first two artists to gain support from the students were Mingo Drive, a Tulsa-based alternative pop-rock band, and TU alumna Micaela Young, an alternative folk and jazz singer-songwriter.
The label has helped the artists grow their audiences, brainstorm new ideas for things like content and merch and has even connected them to new opportunities. For example, the students booked Young’s first Los Angeles gig at Hotel Café in March. Working closely with artists allows the team to understand their interests and goals to best represent them.
The goal is for Hurricane Records to build its portfolio of artists by adding one or two to the roster each year.
Students in the program spent the first month of the semester researching local artists and then pitched their favorites to their classmates.
At the recent pitch session, each student stood behind the podium in a lecture hall and presented a stylish slideshow on artists they thought might be a good match, while their peers watched intently. Each covered details like the musician’s current following, previous representation and areas of growth and success. The presentation included streaming songs and watching videos of each performer.
The students ranked each artist on a spreadsheet and then held a discussion to debate who might be the best fit: who has the most potential, who is most marketable and who might need this team most? After a final vote, the students chose two artists to contact and pitch their services.
Soon, they will have two more artists on their growing roster — and more work to do.
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