Shenandoah Conservatory Launches New Undergraduate Program in Contemporary Musicianship and Entrepreneur Development
Shenandoah Conservatory will launch the Bachelor of Arts in Contemporary Musicianship & Entrepreneur Development (CMED) program in fall 2022, under the leadership of Director and Assistant Professor of Contemporary Music Rod Vester, Ph.D. Students in this new program will move beyond the standard emphasis in contemporary/commercial music and develop the technological, business, marketing, entrepreneurial and musical skills needed to thrive in today’s ever-evolving industry. Through an exclusive partnership with the Shenandoah University School of Business, students will also minor in entrepreneurship during their studies.
“Young musicians must have skills beyond their instrument in order to thrive in today’s music industry,” Dr. Vester said. “While talent is of great importance, having business, marketing, technological and entrepreneurial skills are equally important. The CMED program prepares students to be innovative creators equipped with these essential skills. After completing this program, they will be extremely confident in developing and launching their music business while branding, marketing and promoting their artistry.”
TRAINING FOR TODAY’S INDUSTRY
When Vester set out to create the new program with Shenandoah faculty, he knew he wanted to create something different from other universities. “Contemporary/commercial music programs in higher education typically focus on narrowly defined tracks such as songwriting, music business, performance or music production,” said Vester. “With this type of model, students miss out on vital skills needed to thrive in the 21st century.” Vester and his colleagues responded by creating a program that infuses a focused and dynamic series of courses in music, business, recording, technology, marketing and entrepreneurship to offer a robust, practical and rich training experience for today’s creatives.
The CMED program culminates with a unique capstone project where students showcase an in-depth and highly creative musical experience demonstrating their readiness for advancement into the music industry. Projects begin during the sophomore year and follow a strategic progression: ideation, design, prototype, soft launch and launch.
PERFORMANCE OPPORTUNITIES WITH THE CONTEMPO ENSEMBLE
The CMED program also adds the new CONTEMPO Ensemble to Shenandoah Conservatory’s diverse roster of performing groups. Composed of four vocalists and five instrumentalists, the ensemble’s core rhythm section consists of piano, keyboard, bass guitar, lead guitar and drums. Based on repertoire, other instruments such as strings and brass will be added to the ensemble. Its members will not only perform in the community, but also learn firsthand the importance of artist citizenship in the grand scheme of civility, diversity and service for the greater good. Touring opportunities for the ensemble are also in the works.
Students within the program will have the opportunity to collaborate with community leaders, organizations, businesses and venues in and outside of Winchester. Additionally, they will develop skills around leading community-based projects and initiatives along with learning how to engage diverse audiences through their artistry and commitment to transforming lives. By engaging in strategic community building, the CMED program seeks to add another layer of vibrancy and connection to the greater network of artists at Shenandoah Conservatory.
A POWERFUL PARTNERSHIP: BUSINESS INNOVATION WITHIN A CONSERVATORY SETTING
Continuing in its work as a visionary and collaborative arts community, Shenandoah Conservatory once again leads the way in innovation, imagination and creativity by enhancing its world-class performing arts training with an entrepreneurially focused business school education.
“As an innovation leader among traditional conservatories, we want to be intentional about creating new pathways for aspiring students to join our community, including those passionate about popular and commercial music,” said Dean and Professor of Music Michael Stepniak, Ed.D. “The new CMED degree will further strengthen our quality as an innovative, diverse and dynamic place of music making. Beyond expanding our community, it also strengthens our connection with the School of Business, ensuring we are providing strong career preparation for all our music students.”
Vester, who has collaborated closely with Shenandoah University’s business school to build the new partnership, continued: “This new program is truly remarkable and is sure to serve as a national model for what true innovation can look like in higher education when we listen to the needs of young passionate creatives.”
ABOUT ROD VESTER
Rod Vester, Ph.D., is an educator, researcher, entrepreneur, pianist, organist, composer, conductor and producer who excels in gospel, jazz, classical and contemporary music. He has performed with numerous artists, across genres, including Grammy Award winners CeCe Winans, Kirk Franklin and the late Aretha Franklin. As an arts consultant, Dr. Vester has helped expand the educational and artistic programming for many organizations and remains an active performer, clinician and speaker who has presented at Chamber Music America, Sphinx, and at state and national music education conferences. Vester is committed to creating spaces where all students feel valued, voiced and visible.
Applications open Monday, January 3 for the first undergraduate contemporary music cohort. Visit su.edu/cmed to learn more and apply.
