Scott Perlewitz, the Minister of Propaganda for Sub Pop Records, spoke at Belmont University's Morris Family Mentor and Lecture Series. He discussed the history of Sub Pop Records, which helped launch grunge bands like Nirvana in the late 1980s and continues to represent artists like Fleet Foxes. Perlewitz shared his non-traditional career path from pre-medicine student to music industry marketing jobs at major labels before joining Sub Pop in 2011. He advised students to gain experience through internships to better understand how the music industry works.
Hitting the Right Note with Authentic VoicesAmanda Drum
Experts across a broad scope of music production will discuss how the search for additional authentic voices starts young. From sparking interest in grade school and beyond, to embracing a broader variety of educational backgrounds in the hiring process, the industry can ensure promising talent doesn’t slip through the cracks, and that industry anti-racism practices thrive with earnest diverse representation.
Hitting the Right Note with Authentic VoicesAmanda Drum
Experts across a broad scope of music production will discuss how the search for additional authentic voices starts young. From sparking interest in grade school and beyond, to embracing a broader variety of educational backgrounds in the hiring process, the industry can ensure promising talent doesn’t slip through the cracks, and that industry anti-racism practices thrive with earnest diverse representation.
Problem Statement:
Asian American music artists lack media exposure and have difficulty standing out in the mainstream music industry.
Purpose Statement:
This study was done to design a product showcasing Asian American music artists in a positive and empowering light – breaking preconceived stereotypes and adding diversity to the current music industry.
Target Audience:
People ages 15-30
Asian American youth
People with interest in the music industry
People seeking to find new music artists
Impact Statement:
This project will impact Asian American music artists, the Asian American community, and the music industry in terms of creativity, innovation, and diversity.
Creative/Innovation Impact – This project will have a creative impact in the music industry by offering a unique blend of music that is rarely seen in mainstream music
Economic Impact – By adding diversity into the music market and providing people with new music, this will generate more sales. In addition, this will be targeting Asian Americans, who hold strong and often untapped economic power.
Cultural Impact – Since this project will be focused on showcasing talented Asian American music artists, the public will be exposed to a more diverse group of musicians. We seldom see Asian American artists in mainstream media, so this exposure can break stereotypes and empower people to follow their dreams.
Societal Impact – The more the general public is exposed to Asian Americans as part of our society and mainstream music, the more people will be accepting of them and not view them as “foreign”.
Problem Statement:
Asian American music artists lack media exposure and have difficulty standing out in the mainstream music industry.
Purpose Statement:
This study was done to design a product showcasing Asian American music artists in a positive and empowering light – breaking preconceived stereotypes and adding diversity to the current music industry.
Target Audience:
People ages 15-30
Asian American youth
People with interest in the music industry
People seeking to find new music artists
Impact Statement:
This project will impact Asian American music artists, the Asian American community, and the music industry in terms of creativity, innovation, and diversity.
Creative/Innovation Impact – This project will have a creative impact in the music industry by offering a unique blend of music that is rarely seen in mainstream music
Economic Impact – By adding diversity into the music market and providing people with new music, this will generate more sales. In addition, this will be targeting Asian Americans, who hold strong and often untapped economic power.
Cultural Impact – Since this project will be focused on showcasing talented Asian American music artists, the public will be exposed to a more diverse group of musicians. We seldom see Asian American artists in mainstream media, so this exposure can break stereotypes and empower people to follow their dreams.
Societal Impact – The more the general public is exposed to Asian Americans as part of our society and mainstream music, the more people will be accepting of them and not view them as “foreign”.
Jeff Fenster - Experienced in Business DevelopmentJeff Fenster
Jeff Fenster eventually worked as a junior A&R executive with emerging artists and bands such as Junkyard. To know more about him visit his official site http://www.jeff-fenster.com/
1. Belmont and Morris Family host Scott Perlewitz of Sub Pop Records
On Friday, February 26 Belmont hosted its second annual Morris Family Mentor and
Lecture Series. This series sponsored by the Morris Family, honors industry
professionals by bringing them to campus to inspire others through their work in
the entertainment and music industry.
This year’s speaker was Scott Perlewitz, The Minister of Propaganda for Sub Pop
Records. Students packed into the Johnson Large Theater to listen to the question
and answer session led by Belmont Music Business professor, Dan Keen.
The seminar started with Perlewitz briefly describing Sub Pop Records. The Seattle
based independent record label was founded in 1988 and was often associated with
the grunge movement. Some of the label’s early releases came from artists like
Nirvana, Mudhoney, Soundgarden and TAD. In later years, the label released
records from artists such as The Shins, Iron and Wine, Band of Horses and Flight of
the Conchords. Sub Pop now boasts artist such as Father John Misty, Fleet Foxes,
and The Head and The Heart.
Perlewitz grew up loving music but since he grew up in a small town outside of
Green Bay, Wisconsin, his industry exposure was limited. He went to University of
Wisconsin to pursue a Pre-Medicine degree, but ended up switching to a Bachelor of
Fine Arts degree. “I knew I wasn’t going to be a doctor and I knew I wasn’t going to
be a painter so I thought I could be a lawyer,” said Perlewitz.
Perlewitz went on to get his Masters in Communication Management and
Communication Law from The University of Southern California. Perlewitz
happened to find his way into the music industry as an intern for MTV. This led him
to various jobs in marketing and promotions at Virgin Records, Geffen Records and
Warner Records, before landing his job as the Minister of Propaganda at SUB POP in
2011.
Towards the end of Perlewitz’s message, he left students with advice on how to
succeed in the music and entertainment industry. He emphasized the need to get out
into the real world and gain experience. “Internships are so important these days.
They should be an opportunity to glimpse into how an organization and this
industry work.”