Music industry insiders, corporate spokespeople and representatives from the legendary Apollo Theater in Harlem descended on Union City last week in an effort to educate students at Emerson High School on the inner workings of the music and entertainment industry. And while there may have been stars in the eyes of many of the gathered students, they soon realized that “making it” in the recording industry can be just as hard, if not harder, than anywhere else.
The event was organized and presented by a partnership of the Coca-Cola Corporation and the Apollo Theater. Coincidentally, this is the second event Coke was involved within a week’s time in Union City. The company donated 250 books to the Union City Public Library last week.
The three-year partnership, according to Coca-Cola spokesperson Kim Erlichson, “is meant to introduce kids in inner-city neighborhoods to jobs in the music industry. Coke and the Apollo Theater have been partners in this venture, and we talked to kids and found that a lot of them wanted to be ‘stars.’ So, we created this program [officially entitled “The Coca-Cola Apollo Theater Academy”] that travels around to different schools in the state and educates them.”
Emerson High is the first school in the state of New Jersey to be chosen to host this event. Said Erlichman, “Union City has been a major target of ours. It’s finding major communities and enclaves.” Continued Erlichman, “You want to find a school that’s a willing partner. We found that at Emerson.”
The day consisted of students being rotated between classes that were taught by representatives from various record companies, mostly catering to the hip-hop and R&B industry. Those two types of music are the most popular in Union City.
One class, taught by Universal Records Director of Marketing Katina Bynum, focused on the nuts and bolts of being a performer. For example, she explained how budgets are laid out for an artist. She made it abundantly clear that it isn’t an easy road to follow, and that the money and cars that are so glorified in most rap videos are not easy to come by.
Said Bynum after the lecture, “We’re really excited. … It’s seldom that we are able to be in this type of setting. The kids are very opinionated.” She added, “I was these kids in high school. I wish somebody had come to talk to me like this when I was young.”
While many of the students seemed focused on what it would take to get into the music industry as a performer, the real purpose of the event was to show the students that there is a whole other facet of the music industry: one that needs accountants, lawyers and writers.
According to Apollo Theater representative Shirley Matthews, “We feel that it is important to expand the kids’ view of the performing arts industry into diverse areas and opportunities.”
Coke representative Kelly Erlichman echoed that sentiment when she stated, “We want to paint a realistic picture of the music industry. We’re trying to motivate them… to realize that there are other opportunities available.”
Only school in state
Emerson High Assistant Principal Nellie Chapman was particularly enthused about the event and her students in general. “It’s a wonderful experience,” said Chapman. “We are the only school in New Jersey to be picked for this. A lot of our students are involved in the arts. We currently have alumni at Tisch (New York University’s performing arts school), at Mason Gross (Rutgers’ University’s performing arts school) and Montclair State University – all involved in the arts.”
With many school districts nationwide cutting back on their arts programs, Chapman feels that an event like this is absolutely necessary. “Art students tend to be more well-rounded. The discipline that it takes transcends into the other academic endeavors.”
Last week’s event was certainly a diversion for the students of Emerson High, an opportunity to chat about the thing that many of them love the most, music. But it was made plainly obvious that amidst the discussions of Jay-Z’s video budget and how “50 Cent” made it to prominence in the “rap game,” the message presented was that there is no easy ride into the music industry.
Said Universal Records Product Manager Tatia Adams, “Not everybody is into the industry. They are simply looking for guidance. The most important thing to me, and something that I try to get across to them [the students] is that cliched phrase – ‘knowledge is power.’ I like to ask them ‘What are you doing now to help your future? If you haven’t done at least five things recently, then you aren’t doing anything.'”
One Emerson student present for the event seemed to have her “ducks in a row,” as it were. Eleventh grader Jacilia Otero said, “[The event] was pretty good. But to be honest, I really didn’t think I would be able to use any of it into what I am going to be, an accountant. But after attending the presentations, I think this is something I could incorporate into my life.”