One of the things Nicole Tank ’23 enjoyed most about high school was all the writing and editing work she did as part of the yearbook team. In fact, that experience—along with an internship at a local newspaper in Round Rock, TX—inspired her to choose journalism as her college major. She toured big-name journalism schools across the country, dismissing any that offered only communication as a major. After being accepted into the Medill School of Journalism at Northwestern University with a double major in political science, she considered her goal achieved. But after one quarter into the program, she knew journalism wasn’t for her. “We were doing person-on-the-street interviews, and I discovered that walking up to strangers is my worst nightmare,” she describes. “Even some of the structured interviews didn’t align with what I expected my journalism career to be.” She wanted to continue down the media path, so she transferred to the School of Communication to major in communication studies. During her freshmen year, she was also recruited to serve as a promotions committee member for Mayfest Productions, the Northwestern student organization that plans and produces the nation’s largest student-run music festival: Dillo Day. As she organized festival campaigns to engage attendees, she discovered a new passion: marketing music. While Tank enjoyed music, she had always considered it a hobby, not a career path.
But her involvement with Mayfest Productions helped her realize she could find ways to combine her communication background with the music industry. The perfect opportunity to do this came during her junior year when she met with her advisor and received some unexpected news: she would be done with her undergraduate degree sooner than planned. The combination of a very full courseload during a virtual quarter, a Jostens internship that provided course credit, and the college credits she earned in high school meant she could graduate a year ahead of schedule. After hearing this, Tank considered her options. She could take a gap year or find a job—or she could go on to graduate school at Northwestern and have the chance to complete her final year with Mayfest Productions as the organization’s co-chair, overseeing all festival operations.
She explored Northwestern’s graduate programs and found the MS in Leadership for Creative Enterprises (MSLCE), which felt like the perfect fit. “It was exactly what I was interested in, and it was only one year,” she explains. “The program spans far beyond music but is still specialized because it focuses on the business of creative disciplines. I wouldn’t have to pigeonhole myself, but I could also concentrate on what I wanted.” After completing a general communications undergraduate program, Tank found it inspiring and energizing to be surrounded by people who were interested in the same things she was. Her independent study is a prime example. She and classmate Sophia Logas ’23 partnered on advanced work and research surrounding the history of the recording industry, supervised by Professor Jacob Smith. She also relished the opportunity to discuss real-world, real-time events happening in the creative enterprises industry. “Taylor Swift had just released an exclusive Target edition of an album,” she says. “In Arts and Entertainment Law and Ethics, we spent 20 minutes as a class debating how she was operating her business. That was definitely an ‘I’m in the right place’ moment for me.”
Another pivotal moment for Tank was her Immersion, Development, and Experience Advancement (IDEA) Fund trip to South by Southwest (SXSW). “To experience the festival’s art, shows, music, marketing, and immersive pop-ups and brand activations was amazing,” she describes. “We got to see showcases and speaker sessions where industry professionals talked about everything from storytelling to mental health and touring.” Through all these experiences, Tank says one of the program’s biggest impacts was its ability to refine her networking skills. The opportunities started small, with encouragement from professors for the cohort to get to know one another and explore interests. From there, the networking opportunities continued to expand. Now she now feels confident in meeting new people and entering the professional world. Her sharpened skills have already led to an opportunity to join United Talent Agency’s Agent Training Program as a music touring trainee. “So much of what I’ve learned through MSLCE is applicable in this role,” she says. “I was exposed to contracts and learned how artists can be exploited, which is excellent preparation for what I’m doing now. I’ll also be more prepared to pitch my ideas and create marketing plans.” After training, she’ll transition from a trainee to an assistant to support whatever her assigned agent needs her to do, whether it’s following up on contracts or working shows. From there, the goal is to go on to become a successful agent. “I know I’m going to meet so many people, and now I’ll be ready to network with them and see where this opportunity leads.”
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