Berklee Partners with Playing for Legacy for 2025 Summer Program Students from around the world gain real-world music industry experience through hands-on artist branding, marketing, and content strategy work.
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Media Relations
July 25, 2025
(L-R): Chris Wares, assistant chair of music business/management at Berklee and the program's director; Marvin Alyas, general manager for Playing For Legacy (PFL); Lilyisthatyou, recording artist managed by PFL; NIGE, a PFL-signed artist; Lola Plaku, CEO of Lola Media Group; Tonya Butler, chair of the Music Business/Management Department; and student participants in the 2025 Music Business Summer Program.
Image by Rae Schofield
Berklee's Music Business/Management Department hosted its annual Music Business Summer Program from June 23 to 27, welcoming more than 80 high school students to its Boston campus for a dynamic, five-day immersion into the inner workings of today's music industry.
This year's program was presented in collaboration with Playing for Legacy (PFL), a forward-thinking independent label dedicated to developing emerging talent. As part of the experience, students worked directly with two featured artists-Nige, a PFL-signed artist, and Lilyisthatyou, an artist managed by PFL general manager Marvin Alyas-to develop customized brand and digital content strategies. Both artists also performed for students in a private showcase at Berklee's Red Room at Cafe 939.
Throughout the week, students explored foundational topics, such as music rights, revenue streams, and artist development, while diving deeper into brand identity, content creation, and platform strategy for social media and streaming services. Sessions were led by Berklee faculty and guest speakers from leading organizations, including Tidal, SoundOn, TikTok, Salt Lick Incubator, YouTube Music, Hart & Songs, Bittersweet Media, On Record LA, Mike Warner Projects, the Rock/Star Advocate, and more.
Sessions included a workshop with Lola Plaku, CEO of Lola Media Group, who guided students through real-world marketing and rollout strategies, with an in-depth analysis of artist management and brand development with Alyas, using Lilyisthatyou as a case study. In a separate session, students also had the opportunity to hear directly from the artists during a live interview led by Tonya Butler, chair of the Music Business/Management Department. The conversation offered valuable insights into the artists' journeys and creative approaches, and gave students a chance to engage with them in an open Q&A.
Berklee's summer program is a testament to the incredible dedication, research, and thoughtful effort the institution puts into shaping the future of music, said Plaku. The depth of work that goes into each initiative is truly impressive, from the curriculum to the guest speakers to the hands-on experiences that open doors for aspiring artists and future music business leaders. It's an opportunity to learn, grow, and be inspired by one of the most respected institutions in the world of music.
Working in small teams, students audited each artist's digital presence, refined visual branding through mood boards, and developed creative content and campaign ideas-all leading to a final pitch presented directly to the artists and a panel of music industry professionals.
This program is about more than just learning-it's about doing, said Christopher Wares, assistant chair of music business/management at Berklee and the program's director. It's a bridge between the classroom and the industry, giving students practical experience and authentic access to the people and processes that drive today's music business.
The Music Business Summer Program is designed for aspiring artists, managers, marketers, and entrepreneurs ages 15-20, and is part of Berklee's commitment to providing hands-on music industry education to the next generation of creative leaders. For more information, visit the program page.
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Berklee Partners with Playing for Legacy for 2025 Summer Program Students from around the world gain real-world music industry experience through hands-on artist branding, marketing, and content strategy work.
