Thirteen students from the Bandier Program at Syracuse University’s S.I. Newhouse School of Public Communications recently completed a three-week trip across Latin America to explore its music industry. The journey was led by Bandier Program Director Bill Werde and Associate Professor Imraan Farukhi, covering Mexico City; Bogotá and Medellín, Colombia; and Rio de Janeiro and São Paulo, Brazil.
The trip included over 75 meetings with top executives from companies such as Universal Music Group, Sony, Warner Music, Spotify, YouTube, Amazon, and Live Nation. According to Werde, the goal was to provide students with firsthand experience in emerging markets. “With music subscription growth leveling off in mature markets like the United States, there’s a massive push to grow new subscribers in regions like Latin America,” says Werde.
Student Emmett Milberg ’27 highlighted their visit to Karol G’s label Bichota Records in Medellín as a memorable experience. “We got to meet her team, tour the office and even visit her restaurant and nightclub,” he said. Another student, Bria Lewis ’26, appreciated visiting Carlos Vives’ “Vives Universe” in Bogotá. “Carlos Vives himself gave us a tour…the kids performed for us…it reminded me that music is about culture,” she noted.
The trip encouraged students to think beyond a U.S.-centric view of the industry. “Artist development in Latin America often starts with culture and authenticity,” Lewis stated. She also mentioned challenges artists face when crossing over between Spanish-speaking countries and Brazil due to language differences.
Students experienced cultural landmarks such as Teotihuacan pyramids in Mexico and Christ the Redeemer in Brazil while attending local music festivals. Insights into Colombian music trends were gained from Spotify Colombia leaders.
Werde emphasized personal growth alongside professional development during these excursions: “It’s incredible to see students’ confidence…blossom.” Leila Oliveira from Warner Music Brazil also contributed by teaching about market trends.
