Associate Professor Storm Gloor teaches music business in the College of Arts & Media’s Music & Entertainment Industry Studies department. Originally from Hot Springs National Park in Arkansas, Gloor pursued a career in the business side of the music industry. Attracted to Denver’s music scene and the opportunity to work in higher education, Gloor moved to Colorado in 2006 to take a position at CU Denver. “The University and the scene both turned out to be even better than expected,” Gloor says. Prior to CU Denver, Gloor worked in music retail and distribution, overseeing the music operations for a chain of stores and working with record labels on the marketing of their releases. In addition to his responsibilities at CU Denver, Gloor also holds a handful of positions in various music and entertainment industry professional and educational organizations such as being an active member of NARAS (the Grammys). He is also the co-founder of Amplify Music, a joint venture of the nonprofit Rethink Next and Maremel Institute’s Center for Creative Futures. Gloor’s professional and personal interests intersect through his love of live music and his vast music collection, but he says his biggest focus outside of work is his wife and two young children.

Questions:

1. Part of your professional background includes marketing for music artists. How is marketing in the music industry different than more traditional, consumer product marketing?

A big challenge is that the music industry changes so often and quickly. How fans consume music has especially changed drastically in the past few years. And their tastes can change so quickly, especially between the ages of 16-24. With so many constant shifts in technology and consumer trends, the most effective marketing strategies are always in flux. The rapid rise to prominence of Tik Tok in breaking new artists these days would be just one example.

2. You have taken students to SXSW for many years. What can a music business student learn at an event like this one?

For one thing, SXSW is an excellent networking opportunity and a chance to “get in the room” with so many music professionals. But I often hear from students post-conference that the experience informed them as to where the opportunities in the business are and helped them to connect what they were learning in the classroom to the firsthand reality of it all. 

3. What do you enjoy about teaching? What is your biggest teaching challenge?

It’s not necessarily an energy I get from the specific act of teaching in a classroom, but my biggest thrill and reward is when I see so many former students working successfully and doing big things in the industry, locally or nationally. I just love it!

One thing I’ve learned from our students more recently is how resilient and flexible they can be in challenging times. On a lighter note, though, they keep me informed as to the best new music and artists I should check out.

Specifically in terms of the subjects I teach, the biggest challenge is that constant change mentioned earlier. It’s vital that I’m always up to date and assure the students have the latest information. 

4. What significant achievement or project you’ve worked on are you particularly proud of?

Winning the university’s award for excellence in teaching in 2018 was a big deal for me. Making the transition from the music industry to academia had seemed daunting and I’d wondered if I could pull it off successfully. That recognition certainly boosted my self confidence.

5. In your opinion, what is the value of having a degree if one wants to work in the music industry?

A degree program assures that your knowledge of the industry is comprehensive and that you’ve demonstrated the knowledge and your abilities that can take you further and faster into the music business, as well as the self-discipline to succeed. That’s not to mention the learning community and cohort in which you’ll learn and the experiential learning (especially internships) and research opportunities, all of which can immensely affect your personal growth and help guide your career path.