The United States’ media and entertainment (M&E) sector is currently the largest in the world, generating $717 billion each year. That’s 6.9 percent of the United States’ total GDP—with a projected growth rate of nearly 6 percent, it isn’t slowing down any time soon.
This poses a great opportunity–and equal challenge—for talent agents like Ron Jordan, BAE ’17.
Jordan, a music touring agent for Creative Artists Agency (CAA) in New York City, reviews thousands of artist applications each year to select just a handful of top-tier clients. In today’s hyper-diverse, globalized music industry, that’s no easy feat.
“I’ve always chased passion–something exciting I believe in,” says Jordan. “When it comes to signing clients, I ask, ‘Do I feel this passion when I listen to their music and see them perform?’ That’s the number one driver for me.”
Jordan learned the intricacies of the music business early on, studying core topics like entertainment law, music publishing, and copyright in Kogod’s business and entertainment (BAE) program. The program, which was recently named to Billboard’s 2023 Top Music Business Schools List alongside institutions like Berklee School of Music and the BIMM Institute in London, prepares students to pursue competitive careers in the entertainment industry across the globe.
Jordan’s experience in the BAE program was especially hands-on. During his sophomore year, he helped launch Second District Records, AU’s first independent record label. Working with his peers and BAE program founder John Simson, Jordan helped staff the group from the ground up, charting different student roles and recruiting local artists.
“It was very entrepreneurial; I was essentially running a business, but at school,” says Jordan.