Jammin' for a Cause: USC Thornton’s MUIN425 Concert Planning Class
by Kathryn Aurelio ‘25
Rounding out the whirlwind of fall break on a dreamy Sunday afternoon, a trio of music industry students, Girls Who Cry, hosted, For the Girls, Gays and Theys charity concert at Tommy’s Place.
At 6:30 p.m., I made my way down a narrow elevator that brought me into the underground world of red walls, vending machines, and a bulletin board. Chelle Canlas, one third of the newly formed promoter group, Girls Who Cry, checked me in. As I got an X on my left hand, I pushed through double doors that lead me into a classy version of a Dave N’ Busters with a stage.
Giselle Strong, who was also on the planning committee, stepped up to introduce the first act of the night, Shekina McEwen, a contemporary R&B pop artist and USC student. Shekina grooved on stage, treating us to two of her original songs and a delightful cover of SZA's "Snooze." Next, Hayls hit the stage with her original songs, blending alternative production with rap verses. Then Jeremiah, the only non-music industry major of the night, brought his unique blend of pop, R&B, rap, and acoustic sounds. After a quick intermission, the headliner, Gertrude, took the stage with her band featuring bass, guitar, and drums adding their magic to her alternative hip-hop and R&B tunes. Opening with "hiatus," they set the crowd on fire and later delivered an epic cover of Ice Spice's and PinkPantheress' "Boy's a Liar Pt. 2." A few more of Gertrude's original tracks kept us grooving, and then came the song that started it all for her, "Situationship.”
One of USC Thornton’s most notable classes is MUIN 425: Live Music Production and Promotion. In the class, groups of students plan a concert from idea to fully executed show – gathering artists to perform, sourcing a venue, fundraising, and so much more. Planning starts a month after the semester begins. My friend, Chelle, says they started by brainstorming potential openers and headliners, along with sponsors and charities. The next week they discuss details around venue, artist, and sponsorship/charity contracts. In the week before the event, marketing is the priority with social media posts, press coordination, and finalizing the last details.
Chelle says planning the concert from scratch was “stressful but very rewarding.” The entire concept of hosting a concert as the culminating assignment of the class is a mutually beneficial project for both rising USC artists and music industry majors who want to work in live music. It’s definitely a right of passage for both.
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