Howard Music Business Seniors Step Inside Spotify’s Global Headquarters
By Chad Eric Smith, Director of Marketing and Communications, Chadwick A. Boseman College of Fine Arts
In February 2026, seniors in Howard University’s Music Business program traveled to New York City for an immersive visit to the global headquarters of Spotify — the world’s largest music streaming platform, serving 713 million active monthly users and holding 31 percent of the global market share.
The visit was more than a tour. It was a working conversation about the future of music.
Hosted by Xavier Jernigan and members of Spotify’s leadership team — including Odera Mekkam, Zachery Burton, Bitiyah Asalifew, Gil Arias, Doherty Guirand, and Crystal Brewis — students from Howard's Chadwick A. Boseman College of Fine Arts engaged in candid discussions about career pathways in streaming, leadership development, emerging features for artists and listeners, and the evolving role of artificial intelligence in the music economy.
Students also explored the importance of communication skills in corporate environments and examined how Spotify works to support underrepresented artists across global markets. The conversations offered practical insight into how creative talent intersects with business strategy at scale.
Experiential Learning in Action
The excursion was part of the Immersive Business Travel Program (IBTP), launched in 2023 by Professor Autumn D. McDonald. Designed specifically for Department of Music seniors majoring in Music with Elective Studies in Business (Music Business), IBTP provides in-context exposure to:
- Business models intersecting with the arts across corporate and nonprofit environments
- Networking opportunities with leaders representing diverse segments of the African Diaspora
- Relevant brands and skill-building at the intersection of artistry and enterprise
Since its inception, IBTP participants have met with leaders at Spotify, Google/YouTube, and the Baltimore Symphony Orchestra, building a growing bridge between Howard students and influential organizations shaping the global arts economy.
Participating students on this year’s excursion included Dillon Debourg, Candace Jackson, Carenda Spencer, and Kerri Ward. They were accompanied by Professor Clarke Randolph and Professor McDonald.
Context, Culture, and the Five Boroughs
The New York experience extended beyond corporate headquarters. Students attended a performance at the National Jazz Museum in Harlem and explored the evolution of music genres across the city’s five boroughs at the Museum of the City of New York.
Together, these engagements offered both industry access and historical grounding — a reminder that innovation in music is always shaped by cultural lineage and community context.
Preparing Leaders for the Global Music Economy
Experiential learning remains central to the College’s commitment to preparing students not only as artists, but as architects of the global music economy. Through initiatives like IBTP, Howard is not simply visiting corporations; it is cultivating sustained pathways between HBCU talent and the world’s most influential cultural platforms. As streaming, AI, and global distribution models continue to reshape the industry, our students are building relationships, expanding networks, and positioning themselves — and the University — within conversations that will define the next era of music leadership.
