Careers in the music industry extend far beyond the stage or recording studio. Business strategy, rights management, marketing, and live event production all play a role in bringing music to audiences.
The online Music Business and Industry, M.A. focuses on these behind-the-scenes elements, helping students build the knowledge needed to navigate the music business.
Josh Swiger, Director of the WVU Music Business and Industry program at the WVU College of Creative Arts and Media’s School of Music, spoke with us about the successes of the program and the opportunities it creates for students.
Photo: Josh Swiger and his students show President Michael T. Benson a song they have been working on.
Can you share some background on the program?
The program is 10 years old. It was one of the first programs created in the School of Music in the music industry space and interestingly, the online master’s launched before the undergraduate program.
Students come from a wide range of backgrounds. Some are music educators pursuing a master’s degree to advance within school systems, while others work in fields like marketing, media or business and want to specialize in the music industry.
One of the main advantages of the online format is flexibility. Many students are balancing careers, families or other responsibilities. The structure allows them to earn a graduate degree while continuing to work.
Are you seeing more graduates go into teaching now, or is it a mix of career paths?
It’s definitely a mix. Some graduates move into teaching, but many apply their degree directly in the industry.
Historically, many people working in the music industry didn’t have formal education in the field, but that’s beginning to change. Programs like ours educate students in areas like copyright, publishing, live entertainment production, emerging technologies like AI and different music business models.
Because the industry is historically interconnected and relationship-centered, having that foundation helps graduates stand out.
What does the program focus on academically?
Our program focuses primarily on the business side of the music industry. It’s designed to be broad and robust.
Many music programs emphasize audio production or recording technology. Those are important areas, but we concentrate more on what happens after music is created. They answer questions like: “How will the music be marketed and distributed?” or “How does the live events and touring portion fit?”
Are there opportunities for hands-on or project-based learning?
The program has a big capstone project that allows students to focus on an area of the industry that interests them most. Projects have included research studies, marketing campaigns, album release strategies and event production plans.
One project that stood out involved a student who created an album and partnered with WVU design students to develop artwork inspired by the music.
The final release became a gallery-style event that combined music and visual art while exploring marketing and audience engagement.
Where do graduates land after the program?
Several graduates have gone on to interesting roles across the industry.
Sarah Giles now works with KP Entertainment, the management company associated with WV native, Luke Bryan. Chris Kuskey tours with Charles Wesley Godwin as a production technician and monitor engineer. Another graduate, Ben Wilson, works in the royalties department at Warner Music Group.
We’ve also had graduates move into academia, including Justin Paul who now teaches in a music industry program at University of California, Los Angeles.
What advice would you give to someone considering the program?
The music industry requires real business knowledge and specialized skills, not just knowledge and a love of music. A master’s degree not only advances your credentials but also provides focused expertise in an industry you’re passionate about.
For students with backgrounds in fields like marketing, media, business or education, the program can provide valuable specialization and open new career opportunities.
Let's end on a fun question. What have you been listening to recently?
I’ve been listening to the new album by Bruno Mars, The Romantic. What I appreciate most is how organic it feels. The instruments and performances are real, and you can hear that people were in the room creating the music together.
With so much discussion around AI music production, it’s refreshing to hear music that emphasizes the human element.
At the end of the day, the business of music exists because of creativity — not the other way around.
At the end of the day, the business of music exists because of creativity — not the other way around.
Josh swiger, Director of the WVU Music Business and Industry program
Learn More
Thank you to Josh Swiger for taking the time to share about this program and share some suggestions to add to our playlists.
Interested in learning more? Explore the online Music Business and Industry, M.A. program page, or reach out to Victoria Bodkins.