Thanks to an increase in technology and a decrease in tangible album sales, the landscape of the music industry is in the midst of a radical metamorphosis.

Bruce Burch, director of the University’s Music Business Program said he has seen this change within the last five years, but thinks this generation of students will be able to master it.

“The beauty of it is that young people hold the future of the music industry in their hands now. Technology is driving the industry, and these guys were born with a computer in front of them,” he said.

This is likely why many record companies are now targeting college students and organizations – evident in independent label New West Records’ recent partnership with the University’s Music Business Program.

“From an artist’s standpoint, the days of waiting around for a record deal are over,” said Derrick Southerland, a senior from Dacula majoring in consumer economics and a music business program participant. “You have to be more business-minded – it’s really up to you to set up your game plan, how you’re gonna market yourself and attract a fan base.”

New West Records, founded by University alumnus George Fontaine Sr., has been home to household names such as Alice Cooper and Drive-By Truckers as well as a host of artists that are more under the radar.

The music business program is directly involved with promoting two of the label’s performers: Randall Bramblett and Benji Hughes.

Southerland described Bramblett as “(having) an Americana sound right now. But I was really surprised when I heard his most recent album; it was a lot more rock than I was expecting it to be, and it’s got a lot of blues infused in it.”

Hughes, on the other hand, is described by Burch as a “cross between Leonard Cohen and Brian Wilson,” and is known for his unconventional, Joe Cocker-esque live performances.

“We divided the class up into 12 groups – six working with Randall and six working with Benji,” Burch said. “The groups focus on college radio and specialty radio promotion, lifestyle marketing, such as in coffee shops, tour promotion, marketing and retail, new media and video production.”

With offices in Los Angeles and Austin, New West is interested in having more of an Athens presence – a crucial reason for its involvement with the program, Burch said.

“We’ve had a student-run record label in the past, and it was like practicing,” he said, “Whereas now this is the real thing, and it’s sort of a new business model. You’ve got to be much more entrepreneurial now and rely on more than just record sales.” Burch also stressed the importance of live music and merchandising.

Keeping in step with the shifting musical environment, the Music Business Program plans to spread information about these new business models to a wider audience via the third annual University Music Business Program Panels.

Held in conjunction with the organization behind AthFest, the panels are scheduled to be held this Saturday at the Melting Point.

Featured guests include renowned vocal coach and producer Jan Smith (who works with stars such as Rob Thomas and Usher); Mark Montgomery, founder of the new marketing and technology firm Echomusic; and a speech by of Rob Kenner, editor of Vibe magazine.

The panels will be presented in binary form: the first discussion will focus on “Entrepreneurship in the Music Industry,” while the second offers advice on “How to Start a Band and How to Keep It Together Once You Do.”

“Sometimes it’ll be stuff that you’ve never thought of that just makes so much sense because these people are in it every day and that’s what they do,” Southerland said. “They see it all the time, so they see people that make it and people that don’t, and they’re able to differentiate why that is.”