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Amy Schoch Applies Marketing Knowledge to Music Industry

Amy Schoch believes a marketing degree from the University of Nebraska–Lincoln College of Business Administration perfectly accompanies her passion for music. The junior from Central City, Nebraska, plans to pursue a job in the music industry as it will provide the perfect blend of creativity, public relations and business.
 
“I wanted to do something with music and found myself drawn more to the music industry as a whole. Working behind the scenes to help an artist make it as a professional musician provides more of the kind of impact I want to make,” Schoch said.
 
While studying marketing, she is learning the skills needed to support musicians with their brand management, social media and strategy for their music career. She put theory into practice through internships at Average Joes Entertainment record label in Nashville, Tennessee, and 96.9 KZKX radio station in Lincoln, Nebraska.
 
“I like looking at music from a business lens and understanding the role marketing plays. My favorite part of interning within the music industry is participating in events that promote either the radio station or a specific artist,” she said.
 
Amy Schoch
Amy Schoch outside CBA
For her internship at 96.9 KZKX, she created a marketing plan to promote the station’s morning show. Schoch drew heavily from what she learned in the marketing communication strategy class (MRKT 347) taught by graduate student Elise Harvey.
 
“The class teaches students how to create a strategic marketing plan. It helped me understand artists need managers with creative marketing skills in order to create their brand as a musician and market their talents effectively,” she said.
 
She also got the opportunity to interact with the country music station’s fans on social media.
 
“At KZKX, I had the opportunity to focus on marketing through social media and actually have an impact on the local country music community,” she said. “Learning about the music industry from the perspective of broadcasting has been a great experience for me as I have witnessed a whole new side to marketing.”
 
Schoch took her passion for music a step further and established the UNL chapter of the CMA EDU, the Country Music Association’s college outreach and development program. The primary focus of this organization is to educate college students on career opportunities within the music and entertainment industries through sharing internship opportunities and networking with industry professionals.
Published: May 28, 2015