At the School of Music, students aren’t just learning about the music industry — they’re a part of it.
Through a partnership with GreaterThanDistribution and the University of South Carolina, students can jump start their music careers at Greene Street Records, a new label that’s not just a classroom project, but a real-world experience.
The music industry studies course — a program started four years ago by Jeremy Polley and offered through the School of Music — blends classroom learning with the hands-on experience of Greene Street Records, which is operated as a partnership between music industry studies and sport and entertainment management in the College of Hospitality, Retail and Sport Management.
Katie DeMartini, a sophomore music industry studies student is the first artist to sign with the label. Her debut single — “him, i guess” — was released Jan. 31.
DeMartini says she has been inspired to write songs and make music from a young age — a passion that has flourished at USC. When she heard about the university’s own record label, she knew she wanted to be involved.
“At the end of last year, I reached out to Jenny Reader saying ‘I'm interested in being involved in it in any way possible. I don't care if I'm the artist or whatever, I just want to be involved,’” DeMartini says. “And then I ended up sending ‘him, i guess’ to Mr. (David) Baker. And I think that kind of grabbed their attention, and then they asked me to be a part of it in September.”
Reader, an adjunct professor of music industry studies, brings her experience working at labels in London, Los Angeles and Nashville, and Baker, also an instructor in the program, and brings in his mixing and production experience to the label and did the mixing for “him, i guess.” The two also serve as part of the advisory board for the label.
Now with the support of a label and a team, DeMartini has grown more confident in her career and hopes to write and release more songs.
“I've been an independent artist for so long, and when you're doing everything independently, it's almost like you don't know what people think about it, because you have your family and friends telling you that it's great, but you don't actually know people's genuine opinions,” DeMartini says. “I feel like signing did kind of give me a boost of confidence, of like ‘OK, people actually really care about the music and think that it's something.’”
Next month, Greene Street Records will have its own stage at the annual St. Patrick’s Day festival in 5 Points where DeMartini will perform.
Behind the artist, the label has a team of students taking on professional roles — giving the students valuable experience.
Dan Porcelli, a junior in music industry studies, is head of artists and repertoire (A&R), Bella Veal, a junior marketing and music industry studies, leads the marketing effort; Chloe Grochowski, a senior public relations and music industry studies student leads public relations and communications; and Drew Michalak, a junior finance and music industry studies student is head of artist services and events.
Porcelli first heard about the record label through his music business class that analyzes the structure and function of record labels.
“I absolutely jumped at the opportunity. The second they were like, ‘We're starting it,’ I wanted to be part of it,” he says. “One of my goals in my career is to end up working at a record label, and I want to do A&R.”
Porcelli says his main goal working with DeMartini is to make sure the label is producing what she wants
“I've wanted to take on the role of representing her in the right way creatively and ensuring creative safety for her,” Porcelli says.
Other students agree participating in the label will further their career aspirations.
“I've had to coordinate with merchandise vendors, which I've never had to do before, and learn what professionalism looks like,” Veal says. “Those exchanges have been really interesting and helpful for future positions that I'll hopefully go into where I will have to be doing that on a larger scale.”
As of now the music business class is only available to music industry majors, minors and sport and entertainment majors. Leaders of Greene Street Records hope the label continues to grow and expand to involve more students across the university, but for now the label seems to be hitting all the right notes allowing students a developmental experience to prepare for a future in the music industry.