Musicians need to fine tune business skills, speaker says

Charles C. Labenz Arizona Daily Wildcat Former music industry executive James Coffin

"Deciding on a career is a personal odyssey," said James A. Coffin, who spent 21 years in marketing, artist relations and product development for Yamaha Corp. and Selmer Co. "It's not necessarily a quest for the holy grail, but possibly close."

Coffin told the audience of about 30 music students and professors that one of the most dramatic changes in music is the use of computer software in movie score composing.

"The guy who is making the most money in the movie industry right now can't even read (sheet) music," Coffin said.

The seminar was sponsored by the School of Music and Dance, the College of Fine Arts' Career Development Resource Center and the National Association of Music Merchants, said Gary Cook, director of the School of Music and Dance.

Cook said Coffin's speech was part of the career center's goal to raise awareness of the business side of music and fine arts, which is beyond the normal routine of the classroom.

Coffin said today's students will hold future jobs that have not been invented yet because of the rapid changes occurring in the field.

"I learned early that you can't sail directly into the wind," he said. "There are wind shifts and you must be ready to change course."

Coffin said it was important for music majors to take courses related to business to be better prepared to sell themselves in the industry and manage their incomes.

He said these classes include marketing, finance and graphic design.

"There's no such thing as job security, just skill security," Coffin said.

He also said business writing and public speaking courses are essential for musicians to be able to communicate their ideas in a concise and organized manner.

He said that, as a music executive, he passed over numerous r‚sum‚s and cover sheets because they were simply "too wordy and a waste of his time."

"Whether you choose to work for yourself or take a job within an organization, you will have to market yourself," he said. "You are the product you are trying to sell."

Coffin said the perception students have of their career aspirations and the reality of the industry are often very different.

He said students can ensure that they choose a viable career by finding out as much information as possible about current job opportunities.

He said they can do this through research, interviews and first-hand experience in internships.

He said that every time someone hears a good idea, they should steal it and write it down.

"There's more to life than just work," he said. "The key is using your imagination and talent to excel in life."

Jason Brandt, a composition junior, said the speech reinforced his belief in the importance of communication skills associated with interviews and the necessity of networking within the industry.

Coffin was paid $300 by the College of Fine Arts for his visit. The National Association of Music Merchants provided his travel and lodging expenses.