Abstract:

The emergence and social branding of media technology and its reach into popular American and European culture has clearly established itself as a partner to the education and teaching of Music and Theater Arts respectively. Entertainment through Cable Media, Internet Broadcasting, and Social Media are producing entertainment opportunities and new musical and theatrical formats (as well as forms) that are becoming standardized artistic expressions are now recognizable practices by young musicians and creators of theater and new media. A modern perspective of the Television-show American Idol serves as an iconic model for discussion. Formerly, musicians and entertainers would travel the United States and perform in clubs, concert halls and various entertainment centers to develop audience support and build fan-based sectors within demographic markets. These touring artists worked in tandem with management, marketing, and public relations executives to develop a network and promote their “brand”. The network would incorporate person-to-person sales and positioning to ensure the development of touring as well as sales of recordings, products and other merchandise associated with the artist.

Considering the American Idol model the establishment/branding of the artist is generated from continual exposure to audience viewership through repeated broadcasts. This blanketing technique has obviated the need for building audiences through touring, marketing and artist development through traditional avenues. As a result, young artistically inclined students of music and theater are seeking course knowledge to develop themselves for media opportunities rather than focusing on curriculum that builds musicianship, stage deportment, and expertise as an artist.

Colleges with traditional music department offerings are finding themselves obsolete to the new generation of artistically inclined students. Traditional music and theater departments are experiencing declining enrollment on a yearly basis and the elimination of Music and Theater departments all together. The influence of Popular Arts through Media is changing academic curriculum and is reflected in new course offerings. A decade ago it would be unheard of for a music degree program offer Turntabelism and Scratching for a three-credits. Currently it’s a staple at many colleges offering degrees in sound engineering. Popular music such as Hip Hop and Rap has become the modern standard of musical creation/expression. Therefore a course on Turntableism is relevant as an offering in a Musical Arts education.

Considering how media influences artists, this paper discusses the increasing role and influence popular media has had on the modern academic curricula design and undergraduate degree offerings for music and theater majors.

Key areas will focus on:
• Declining enrollment in traditional Arts Programs
• Development of curricula for Arts Programs to support enrollment of non traditional musicians, theater and new media/technology students
• New Course offerings designed to attract novice musicians and actors
• Financial models of declining traditional arts departments in relation to rising faculty labor cost
• Arts Degree Programs that develop curriculum that reflects Popular Music, Theater and Technology trends in media

These areas of concentration are a starting point in understanding the shifting models and influences of Popular Arts in Media on curriculum design.

Keywords:

Curriculum Design, Popular Arts and Media, Degree Offerings, Arts Programs.