Texas Bandmasters Association
Bandmasters Review • April 2016
16
Retaining the Tech-Savvy
Generation
John Mlynczak
Students are growing up in the
most connected world ever, where
devices and social media dominate
communication. How do we use
technology to recruit and retain this
generation? How do we integrate
intriguing and engaging lessons into
our programs in the world of ever-
changing technological tools? How
do our music programs relate to the
device-driven world in which students
consume music?
Traditional recruitment and
retention activities exist on academic
cycles, specifically the beginning and
ending of school years. The recruitment
tours will always be valuable and we
should always take the opportunity to
perform live; however, we should also
not limit ourselves to these calendar
based-activities. The school music
program should be highlighted all
year long.
Technology provides powerful
recruitment and retention tools that
we never before had. There are two
ways to utilize technology: Music
distribution and music creation.
Music distribution refers to recording,
marketing, and sharing the music
of performance ensembles. Music
creation refers to using software and
hardware to compose, arrange, and
record music. Either way, we should
use the recorded and creative output
of our students to
cultivate consistent
enthusiasm
and
excitement for the
music program.
Music Distribution
Record Everything.
This
essential
step allows students
to have a tangible
file to share with
friends and family.
Consistency is key here. Consider
a recording of the week, a sharing
contest, and playing over the school PA
or before faculty meetings. Seize every
opportunity to show off ensembles
for all students and faculty. This not
only drives interest from non-music
students, but builds the confidence of
the current students.
Make Your Kids Rock Stars.
Along with sharing recordings, how
do we market and sell our program
and our students? Our students live in
a pop culture world and we can take a
cue from how artists are marketed and
promoted and apply
these concepts to our
ensemble members.
Does each ensemble
have a marketing
web page? Not just
a music program
website with cal-
endar dates and
the downloadable
handbook, but a
marketing page that
promotes the ensem-
ble? What is the perception of a music
student in your school? Have the music
students create profiles for themselves
and share them with their peers.
Empower the Students.
At some point every teacher has the
realization that we are no longer “cool”.
Once we accept that, we understand
that all of the above should be student-
driven. Have the students form commit-
tees for marketing, recording, webpage,
social media, etc., and let them run
the image of the ensemble. This allows
them to take ownership of the group
and be proud to be a member. Student
ownership is key for retention as well
as recruitment. The music kids are the
most effective at convincing their peers
to join and stay in a music ensemble.
John Mlynczak will
present more on
this topic at the
Convention/Clinic
this summer.
We invite you to
attend for further
discussion!
