Oct. 28, 2024

BIG RAPIDS, Mich. — 

While schools in Nashville or Los Angeles might seem like the obvious choice, Ferris
State University has quietly emerged as a powerhouse for those looking to break into
the business side of the music industry.

“Big Rapids might not be an entertainment mecca, but Ferris alumni can certainly hold
their own against students from these traditional music hubs,” said Paul Kwant, program
coordinator and associate professor for Ferris State’s Music and Entertainment Business program.

Founded in 1995, it was originally known as the Music Industry Management program.
But the music landscape looks much different today than it did three decades ago.

These days, there’s a lot more to the music and entertainment business than what happens
on stage — and Ferris has kept pace with those advances.

The program is now designed to equip students with the skills needed to succeed in
a rapidly evolving industry, understanding the business side of music, digital marketing
strategies and live event production.

“The music industry has really changed into the entertainment business where live
events, streaming and social media are more the status quo than just selling records
or CD’s in stores,” said Kwant, who began coordinating the program in 2017.

What sets Ferris State apart is a unique blend of classroom learning and hands-on
experience in everything from event management, promotion and branding to marketing,
sales and public relations.

A four-year bachelor’s degree, the Music and Entertainment Business program is the
only one of its kind in Michigan that’s housed in a college of business.

Much of the hands-on learning takes place through the Music and Entertainment Business
Association. The on-campus organization gives students the chance to get actively
involved in producing live shows and concerts, arranging public speakers, and learning
the business behind the curtain, Kwant said.

With hundreds of alumni already making an impact in the business, Ferris’s program
is quickly gaining attention.

Olivia Odette graduated from the Ferris program in 2016 and has already made a name
for herself in the entertainment business industry.

Just 30 years old, Odette is the global operations manager for SUPER, an event management
firm specializing in providing unique VIP experiences for fans. SUPER’s clients include
Metallica, Katy Perry, Pentatonix, WWE, Three Days Grace and Slipknot.

“I handle all the VIP operations and logistics from the start, helping bring the band
management’s ideas to life for their fans,” said Odette, who moved to Nashville eight
years ago.

Prior to joining SUPER, Odette toured the U.S. and Europe in 2019 as VIP event manager
for Blake Shelton, Dierks Bentley, KT Tunstall and Lindsey Stirling.

“I was only home two weeks out of the year in 2019 because I went from one tour to
another,” Odette said. “It was one of the craziest, most fun years of my life.

“But I also decided I wanted to settle down. This job is perfect for me: I travel
to see live shows at least once or twice a month and still have the life I want.”

Odette said the training and connections she made at Ferris helped her to where she
is today.

“I run across Ferris alumni all over the country who are actually doing really cool
things and are super successful in the music and entertainment industry,” she said.

Kwant said he’s proud of the program — and the impact Ferris students are making in
so many ways.

“At Ferris State University, you’re not just learning about the music business — you’re
preparing to shape it,” he said.

Written by Beth McKenna, for Ferris State University