Mastering Digital Strategy and Analytics to Market Hard Rock

Music industry veteran John Rosenfelder has achieved some noteworthy milestones in his career: he was the first non-musician on the cover of industry bible CMJ New Music Report, and in his promotional work with indie and major labels, he’s helped the careers of musicians ranging from Willie Nelson to Nirvana to Keith Richards.

But in a time where the music industry has been openly in crisis, with its revenue streams moving towards technology’s innovations, he’s been able to develop his skills and expertise through further study.

One of the few grad students who can brag that his letter of recommendation was written by Elvis Costello, Rosenfelder’s time at Columbia was inspired by a trip to the South by Southwest Music Festival, and a desire to “be in something that was exploding, rather than declining.”

The Executive Master of Science in Technology Management program gave him the tools to work with data and data management, and apply the lessons of music marketing to streaming channels such as Spotify and iTunes. Rosenfelder has been able to innovate and change with the times, and his degree has given him a “a whole new lease on life doing something that’s never been done before.”

Read Rosenfelder's inspiring story on and learn more about the Technology Management master’s program.