Pac Ave Records is Pacific’s own student run record label, responsible for creating some of Pacific’s musical events and developing student talent for the music industry. Students collaborate in various roles and projects to produce original music from classical jazz to R&B.  

Pac Ave was initially a student-run record label program that disbanded each semester, but in 2012 the organization became the university’s first permanent label, housed in Pacific’s Conservatory of Music. Professor Joshua Smotherman currently serves as the permanent faculty adviser and chief operating officer.  

“We focus on giving students the skills to get a job in the music industry when they graduate,” Smotherman said.  

The business of music

Pac Ave is a two-semester course required for music industry studies majors that offers a variety of areas students can focus on, allowing them to explore every facet of the industry.  

Students can study the legal side of the industry, marketing, publishing, and of course, art and production. These roles all contribute to Pac Ave’s main goal: working with artists to produce original music. Once recording sessions, audio mixing and mastering are completed, the product is approved by the artist and published. 

Students also distribute and market the music once it’s released on Spotify and other social media platforms. 

“We’re not really out to make a profit. We’re just here to release good music,” Smotherman explained. “Students come in and they get real-world experience by just doing the things that need to be done to curate music.” 

Leadership and teamwork

Giving students the means to independently produce their own music and albums strengthens their skills. 

“I learned a lot about leadership and how to communicate effectively with your team and how to collaborate,” said music industries studies major, Mia Miller ’26.   

Mia and her crew held events where they collaborated with artists, helped with sound checks, and even planned the food and decorations.  

“My favorite thing about Pac Ave is the people in it and the fact that we can collaborate really well and that its student run, I think it’s really important. It can lead you to any real-world experiences,” said music industry studies major Zalika Campbell ’26. 

The Conservatory of Music continues to invest in the record label as it develops some of Pacific’s most creative energy.  

“I would say just the networking part of it is what I love the most,” Smotherman said. It’s like students come in as freshmen and they’re strangers, but by the time they graduate and they’re seniors going out into the work world. They’ve created a family, and they leave Pacific with that family intact.” 

Learn more about Pac Ave Records by following on Instagram. 

Learn more about music industry studies.

The music industry is an exhilarating, rapidly evolving field. Behind every professional musician is a team of experts working in production, licensing, recording, marketing, managing venues and mastering the technology to bring more music to more people.  

Here’s why you should major in music industry studies

A degree in music industry studies prepares students for the modern world of music by blending the business side of the industry with the more technical aspects of the recording arts. And unlike the music business degree, music industry students don’t have to audition or even play an instrument to succeed in the program. Through internships at top record labels, field trips to industry hotspots, experiential learning opportunities and study with renowned faculty experts, students graduate with robust professional networks, paving the way for a variety of jobs within the performance and entertainment industry.

Here are some careers a music industry degree can lead to:

6 ways to work in the music industry

1. Record labels 
   A record label is a company that creates, distributes and promotes musical artists and their work. Whether it’s a major or indie label, these companies have several departments and employment needs tailored to your expertise and interests.
   
   Licensing associates: These professionals know the ins and outs of licensing and song rights and can navigate the commercial use of music, like whether a song can be played in a film or television show or in various media.  
   
   Royalty specialists: Royalty specialists oversee the nuances of copyright law, contracts and royalty disbursements to ensure artists and third-party recipients are fairly compensated for their work.
   
   A&R (artist and repertoire): A&R representatives serve as talent scouts for record labels. With their ears to the ground, they are attuned to the latest trends and help discover and sign new talent.  
   
   Marketing and PR: These folks promote artists through various channels, including web, television, social media, podcasts and print. Experts trained in graphic design, photography and video help bring the overall vision to life. 
   
   Tip: Interning for a record label can be a great place to get your foot in the door and make connections while exploring various career paths in the music industry. 
2. Music Publishing 
   Music publishers specialize in marketing musical works for commercial success and ensure the composer or songwriter receives compensation in exchange for a share of the profits. They pitch their client’s compositions to record companies and help land songs in film, television shows, advertisements, video games and more. A deep understanding of music licensing is crucial for a publisher, and many individuals start out working at record labels or as licensing associates before transitioning into publishing. 
3. Live concert industry 
   Working on live concerts can be an exhilarating experience as artists travel across the country—or world—to deliver unforgettable performances to devoted fans. Putting on a show can be a huge undertaking that requires the coordinated efforts of hundreds of individuals. Here is a sampling of the many jobs that contribute to the magic of live performances: 
   
   Tour manager: A tour manager is the logistical linchpin of a concert tour, making sure all aspects run smoothly. This includes arranging transportation and accommodations (hotels, flights, buses), managing the budget, negotiating with venues and maintaining a schedule for the artist and company. It’s an ideal career for highly organized individuals with a thirst for adventure.
   
   Concert promoter: Concert promoters help publicize live music events, concerts or tours to draw in audiences. They collaborate with booking agents, venues, artists and other industry professionals to plan and execute successful events. Their responsibilities often include securing venues, negotiating contracts, setting ticket prices and marketing the performance. 
   
   Venue manager: A venue manager oversees all aspects of event coordination and the day-to-day operations of concert spaces. They are responsible for handling advertising, managing food and drink services and security. They may also hire concert crew including stage managers, sound and lighting technicians and production assistants who are crucial to delivering live performances. 
   
   Booking agent: A booking agent is someone who arranges and negotiates appearances for an artist. They also look after administrative responsibilities like attending meetings with venue and industry professionals, distributing promotional materials and handling the financial aspects of performances and tours.
4. Artist management  
   Just like in any profession, artists need managers too. It’s likely that at some point in their career, an artist will seek help managing the business aspects of their job so they can concentrate on their music. An artist manager acts as the middleman between the artist and the industry. They help strategize, handle publicity requests, oversee day-to-day schedules and help the artist further their career. Successful artist managers are detail-oriented, master communicators and great at networking and directing many moving parts at once.
5. Producing 
   Music producers are master collaborators who often wear multiple hats. These professionals oversee the entire production process of a song or album, from hiring musicians to scheduling the recording session, to working the soundboard. Successful producers have a working knowledge of audio recording and mixing and understand the latest trends across musical genres. They must possess excellent communication skills and excel in liaising with musicians and recording engineers, managing contracts, balancing a budget and more. Producers play a pivotal role in shaping the artistic direction of a project, making it an ideal career for individuals with a strong creative vision and leadership ability. 
6. Entertainment law 
   With the rise of digital media used for music production and distribution, the demand for lawyers who can navigate the complexities of the music industry has never been greater. Entertainment lawyers provide guidance on contract negotiation, intellectual property rights, licensing agreements and copyright law. In addition to representing artists, entertainment lawyers also advise companies that produce and distribute music. To become an entertainment attorney, students will need to attend law school after finishing their undergraduate program and earn a Juris Doctor (JD) degree. For this reason, many students interested in music industry studies choose to minor in pre-law to get a foundational understanding of legal principles prior to going to graduate school.
   

Why is a music industry studies degree at Pacific different? 

Real-world experience

Pacific’s music industry studies program provides a career-focused approach with robust hands-on experiences like the student-run record label Pac Ave Records, mandatory internships, and professional development courses that teach students about revenue streams, royalty computations and financial literacy. Seniors in the program are also required to work with Pacific’s career services department to polish their resumes and apply for jobs before graduation.  

Benom Plumb, program director for music industry studies and music management, encourages students to seek out internships or summer jobs even if they aren’t directly related to their areas of interest, whether it’s a ticketing gig at a local venue or a part-time job at a music festival. 

Your path won’t be linear,” says Plumb. “Even if an experience is adjacent to a field you’re interested in, take it. Take those unexpected opportunities because you never know what’s going to come from them.” 

In February, Plumb led seven seniors in Pacific’s music industry studies program on an eight-day field trip to Los Angeles coinciding with the Grammy Awards. The city is one of the prime destinations for those trying to break into the music industry, along with Nashville, New York and San Francisco. During the trip, students met with music and entertainment industry professionals, toured studios and went behind the scenes of leading media powerhouses including Warner Music and NBC Universal. 
 
And unlike programs at other universities that are often housed within communications or business departments, Pacific’s program is housed within the Conservatory of Music which gives students the advantage of working directly with musicians and creative peers. The arrangement lets students hone their skills across sectors that are reflective of the industry, such as in songwriting, music production, social media marketing and more.  

Involved alumni

Developing meaningful connections with people in the music industry is critical for building a successful career. Another distinctive feature of Pacific’s program is its Music Industry Advisory Board of alumni and industry leaders. These professionals actively contribute to curriculum development, provide mentorship, financial support and help facilitate job placement for students.  

Where you’ll find some of our alumni

• Apple Music
• Live Nation 
• Los Angeles Philharmonic 
• Meta
• Spotify
• Warner Records

“Pacific students have a network of strong alumni who have had time to navigate the industry and are willing to interact with the newer students,” says alumna Mellany Dotson ’20, who is a music clearance assistant at Apple TV+. “The one piece of advice I’d give is to be persistent, and don’t be discouraged in the job search. You can learn from all experiences…find ways to continue to exercise your knowledge and keep going!” 
 
Getting a degree in music industry studies will provide you with a strong foundation, practical experience and the professional connections that will set you up to succeed in this innovative field. 

Learn more about music industry studies at Pacific  

Seven seniors of Pacific’s music industry studies program got a glimpse of their futures during an exciting eight-day trip to Los Angeles in February. The trip was timed to coincide with Grammy awards weekend, which allowed the students to witness the Los Angeles music scene during the excitement of the industry’s most prestigious event of the year. Two lucky MIS students attended the event, a rare experience few college students can claim.  

“I think [the trip] is going to be something I’m going to remember forever,” Kaelin Anamizu ‘24 said. “It really opened up my eyes, and I think a lot of the seniors on the trip can say the same… We’ve never experienced anything like this.” 

Throughout the week, the group of students met with music and entertainment industry professionals, toured studios and visited premiere companies including Warner Music and NBC Universal. The students even received a private tour of the new downtown L.A. live music venue, The Bellwether.  

The music industry studies program is the first collegiate program of its kind in Northern California. This immersive program is led by Professor Benom Plumb whose broad music business experience spans nearly 20 years.  

The excursion supplemented the senior-level class Music Industry Career Development, in which students prepare for their professional lives by fine-tuning their portfolios and developing networking and interpersonal skills. 

For senior Dylan Bliss, meeting the day-to-day artist manager for Glass Animals, Maddie Casey, was a standout moment.  

“She was incredible. She literally stayed at our Airbnb until like 1:30 a.m.,” Bliss said. “She used to do touring, which is what I want to do… She was so joyous to talk about what she does. She answered all my questions––because I asked her a lot of questions––so she was just so incredible and really solidified my love of live [music].” 

Bliss was one of two students on the trip, with Kaelin Anamizu, who joined Professor Plumb in attending the Grammy Awards. Having just two extra tickets to the event, Plumb drew names out of a hat to decide which students would attend.

While most attention falls on the televised portion of the Grammy Awards, Anamizu was struck most by the untelevised Grammy Premiere Ceremony. This time is packed with energetic performances and awards covering a broad range of musical genres. 

“I think I really love it because for me, as a producer and songwriter, I can’t wait in like five or 10 years to be at that stage and be able to look back at the first time I was at the Grammys,” Anamizu said.  

Bliss seconded the sentiment, noting the electric feeling of being among thousands of fellow music lovers in the crowd.  

“The premiere ceremony was really awesome,” she said.  “You can really tell how much they love what they do just based off of their acceptance speeches or just the way that they react when they won a Grammy. And so just being in that room, just the aura was insane.” 

Bliss and Anamizu reflected on lessons they learned during their week, both noting a key piece of advice they learned from many professionals they met: Growth in the music industry is non-linear, and it’s best to stay open to potential opportunities.  

“Every single person [we met] started in one place and ended up in another, there is a lot of hopping around. That’s what the music industry is,” Bliss said. “Expect the unexpected. You can take a job you have no interest in, but they could refer you to your dream job. Do what you can.” 

At Owen Hall on Pacific’s Stockton Campus, music industry studies and music management students get hands-on experience recording and producing music, as well as exploring the business side of the music industry as Pac Ave Records staff members.  

This fall, students will get even more invaluable learning experiences with the arrival of a new, state-of-the-art recording device: the Solid State Logic (SSL) ORIGIN 32-channel studio console.  

Solid State Logic (SSL) ORIGIN console  

The new console, an award-winning, analog recording device that is used at top studios including Abbey Road and Republic Records, will help Conservatory students master the professional tools they will see and use in their future music careers.   

“Students will get experience on industry standard gear, which will qualify them for competitive positions,” said Benom Plumb, program director and associate professor of music industry studies. “Experience on an SSL console is crucial for a recording engineer to get hired in professional studios.” 

The SSL ORIGIN console is compatible with Pro Tools, allowing students to work in both analog and digital realms. The technology recently won the National Association of Music Merchants’ Outstanding Technical Achievement Award. 

“This console is exciting because it’s a hybrid device, so it combines analog and digital, tradition and innovation,” said Plumb.  

Analog recording: a prized gem  

Analog recording, the foundational technology that launched the recording industry, is esteemed among music industry professionals for its warm, natural sound quality.  

Professor Jeff Crawford, recording arts professor and Owen Studio manager, said he is excited to work with students on the new console and teach them about the unique benefits of analog.  

“Analog is highly prized by audio engineers for its more human sound,” explained Crawford. “Studios that have stood the test of time, like Skywalker and Abbey Road, are primarily analog.” 

Owen Studio expansion 

This tech upgrade will coincide with an expansion of the Conservatory of Music’s music production hub, which will soon include three designated studio spaces—all centralized on the second floor of Owen Hall. 

Students will now have access to the analog recording studio, a digital mixing space and a beat studio, which will streamline production flow and function like a professional recording studio.   

“This investment will allow our students to learn, record, mix, and soon, master on site,” said Peter Witte, dean of the Conservatory of Music. “Pacific’s vision of a leading modern Conservatory—fully engaged in music creation, production, and distribution, all student-led and faculty-guided—is even more tangible now.”  

The SSL console will be installed this summer, so students will arrive on campus in the fall with a fresh new space to innovate, create and learn in. So, watch out for a new hit record coming soon from Pacific’s Owen Studio! 

Dylan Bliss ‘24 is getting an insider’s look at the live music industry this summer at the Golden 1 Center in Sacramento. Throughout her internship, she’s provided concert support for top acts like Justin Bieber, Billie Eilish and Tyler, the Creator.  

Below, Dylan details what she does day-to-day in her internship, how Pacific’s music industry studies program prepared her for the opportunity, and what advice she would give to future interns hoping to break into the music business.  

What I do at my internship 

I am interning at the Golden 1 Center in Sacramento. It is an arena that puts on many different events, like basketball games, concerts, graduations and other live events.  

Technically I am in the role of concert support, but I help out anywhere at any time I can. This means that every day in my internship is drastically different. Depending on what event I am working that day, I might be a concert runner or VIP assistant, or wrist-banding general admission concert attendees.  

At Golden 1 Center, I have been able to work a bunch of amazing events, including Justin Bieber, Billie Eilish, Tyler the Creator, Eric Church and WWE Live. 

How I got this opportunity 

My experiences at Pacific definitely prepared me for this opportunity. Being a music industry studies student helped prepare me for being able to hold conversations with music industry professionals. I have been able to ask them specific questions with the correct terms to get more information and knowledge.  

Through Pacific, I was able to work the box office at a festival in Napa called BottleRock in 2021. Through that, I met the director of event management at Golden 1 Center and got to talking to her as I was helping her with her tickets. I got her contact information and kept in contact with her, and she offered me the job at Golden 1 Center. 

What I’ve learned through this experience 

Through this internship, I have learned so many different things. One of the main things is how to be more confident in myself. The music business is full of people who are confident in themselves and their work, and through those people I have learned to do the same. 

As a concert runner, I typically get to be in close contact with the people who are in positions that I want to be in later in my career. I’ve met concert promoters, tour managers, and just a lot of cool music industry professionals.  By talking to so many different industry professionals, I have been able to learn a lot and take in a lot of information that will help me in the future. 

I’ve also learned that the music industry truly is a “who you know” as much as a “what you know” business. As important as it is to have knowledge in the work you do in the industry, once you start gaining connections and talking to people, they refer you for other jobs. I’ve learned to talk to everyone I can!  

My advice for future interns 

Doing new things is definitely daunting and scary, but it really is worth it in the end. Learning new things and meeting new people is crucial, especially in an industry like the music business. 

Want to learn more about what Pacific students are up to this summer? Keep an eye on People of Pacific this summer for more internship diaries!