THE SUPPORTIVE ROLES IN THE INDUSTRY

The aspect of the music industry that many people overlook are the crucial members and groups whose roles help support the performers, songwriters and other individuals that need representation and support. These are the individuals who have helped Poly students to realize the extensive careers in music that goes beyond performing and creating music.
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Celeste zendejas - music executive

"Celeste Zendejas is Vice President of SESAC Latina, where she leads the creative efforts of the organization’s Latin division. In this role, Zendejas is responsible for the recruitment, signing, and nurturing of songwriters and music publishers.

Since 2008, Zendejas has welcomed both emerging songwriters and renowned artists such as Nicky Jam, Erika Ender, Edén Muñoz, Luciano Luna, Christian Nodal, Gussy Lau, Manuel Turizo, Lenny Tavarez, and many more to the performance rights organization.

Prior to joining SESAC Latina, Zendejas worked at EMI Music, where she served as Label Manager, A&R and marketing departments with a variety of Regional Mexican artists such as Intocable, Pepe Aguilar, Ana Gabriel, Kumbia Kings, among many others. As a respected music executive, with two decades of experience, Zendejas has been named to Billboard’s Latin Power Players list from 2018 – 2023." - SESAC​
Ms Lui met Celeste through the California State University Entertainment Alliance's "Melodia Behind the Beat: The Business Minds Behind the Music Artist" 2023 event held at Live Nation's offices where Celeste was a panelist to speak about her experience as a Latina working in the music industry to becoming a highly sought-after music executive. After a short conversation at the event, Ms Lui realized that Celeste graduated from Poly High School in the 90's and they are now working together to bring exciting and unique experiences for Poly students to learn about and work in the industry.

As someone who has made an impact in the music performance rights sector, such as educating music creatives on how to protect and make a living off of their own musical works, Celeste has been back to Poly to show Poly students that they too can achieve anything they set their minds to. Poly is incredibly proud of Celeste and very thankful that she has returned to Poly for the first time in 27 years to encourage and inspire the next generation of future music professionals.
Celeste speaking at a Cal State University Entertainment Alliance event (Fall, 2023)
Celeste guest speaking at Poly High's music technology and industry studies class (Fall, 2023)
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Caroline Yim - Music executive

Caroline Yim is a partner and co-head of Hip-Hop/R&B at WME. Her extensive roster features Grammy award winners and nominees, including Jhené Aiko, Daniel Caesar, Giveon, Kehlani, Swae Lee, and Ella Mai. She represents many of the world’s leading musicians including Anderson .Paak & The Free Nationals, Gunna, The Internet, Rae Sremmurd, Future, Kehlani, Ella Mai, Jay Rock, Daniel Caesar and Jhené Aiko. She is also a co-founder of Asian American Collective, a networking and mentoring collective for Asian Americans in the music industry.

Yim has been named to Billboard’s “Women In Music” power list in 2015, 2016, 2017 and 2018; and was included in Billboard’s 2015 “40 Under 40” feature. She was also featured on Billboard’s Hip-Hop Power List in 2017, 2018 and 2019. For the past two years, she has been a Big Brothers Big Sisters LA Women In Entertainment Mentor. In early 2020, Caroline co-founded the Asian American Collective, a community organization that fosters growth, education, and connection for current and future Asian American creatives. She graduated from UCLA with a degree in Political Science. -GoldHouse.org
Every semester since Spring of 2020, Caroline has devoted her time to virtually meet Poly students and provide insight into careers in live music and working with artists at the highest caliber. At the end of every semester, Poly music technology and industry studies students develop an artist marketing campaign as their final project. Utilizing industry tools and data, as well as information learned throughout the term, students create a marketing plan for an artist of their choice. The top projects are then selected and presented to Caroline for feedback. This once-in-a-lifetime opportunity allows students to pitch a marketing idea to a high-level music industry executive.
Caroline and Amy with a few selected top program graduates were invited to see R&B artist Syd (The Internet) perform live at The Novo by Microsoft and meet R&B artist Destin Conrad in June, 2022.
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joe willis - artist manager, music executive

"Joe Willis is a multifaceted entertainment industry professional. For over nine seasons that he served as Management Rep and Vice President of American Idol Talent for 19 Entertainment, where he managed every aspect of talent for the hit Fox series, American Idol, which is one of the most successful franchises in music history and has spawned superstars such as Kelly Clarkson, Carrie Underwood, Jennifer Hudson, Jordin Sparks and Adam Lambert.

During his tenure, that show talent sold combined album sales of over 60 million an a staggering 250 million in digital downloads. Those relationships also include television production, where he has created and executive produced multiple major production company projects and pilots. His areas of expertise expand to touring, specialized marketing for key 18-39 demographic as well as emerging media technologies. He is adept at identifying and developing new talent, managing multiple clients and maintaining corporate partnerships as he has done in the past with Coca Cola, Ford, Disney, Twitter, etc.

Prior to American Idol, Joe worked at Capitol Records in Film and Video Production. While there, he learned the ins and outs of how to produce visuals for TV and Film. He produced and filmed various video proejcts and EPKs for label artists, researched and implemented new technologies in video and streaming media as well as scouted new directing talent at production companies, film festivals and schools.

He is an active member of the Academy of Television Arts and Sciences as well as the Recording Academy (NARAS). He currently manages pop superstar, Jordin Sparks and is CEO of PERME8, an entertainment collective. He is also a proud graduate of the CSUN Music Industry Studies Program, class of 1997" - California State University, Northridge
Ms Lui met Joe through the California State University Northridge's music industry studies program, where Joe is a frequent guest speaker and panelist at its Music Entertainment Student Association's industry panels. Ms Lui happened to be wearing a Poly HS sweater at one of those events where Joe said he had graduated back in 1990. 

As someone who has made major strides in the music industry, such as establishing the trend of drink sponsorships with judges drinking out of Coca Cola cups on televised singing competitions, Joe was invited back to Poly to speak to his community. Poly is incredibly proud of Joe and very thankful that he has returned to Poly for the first time in 32 years to encourage and inspire the next generation of future music professionals.
Joe speaking to Poly's music tech and industry studies + choir classes (Fall, 2022)

andrew surmani - music business consultant, professor

"Andrew Surmani, Associate Professor of Music, serves as the Academic Lead of the Master of Arts in Music Industry Administration degree program at CSUN’s Tseng College of Extended Learning.

Professor Surmani has worked for more than 35 years in the music industry. He currently serves as the President and CEO of Surmani Business Coaching. Prior to that position, he worked for Alfred Music for 29 years, most recently as the Chief Marketing Officer overseeing global sales, marketing and product development operations. Overseeing educational publishing for institutions at Alfred, he helped consolidate company operations following the largest acquisition in print music publishing history (Alfred’s purchase of Warner Brothers Publications), launched and oversaw major product lines, introduced innovative marketing campaigns and expanded into global markets. While leading this division for Alfred, the company launched some of its most successful product lines, including Accent on Achievement, Strictly Strings, Choral Designs, Alfred Pop Choral, Alfred's Essentials of Music Theory and the revolutionary customizable band and string methods, Sound Innovations." - CSUN Mike Curb College of Arts, Media, and Communication; Department of Music
Professor Surmani with Joe Willis sitting in on student final project presentations and providing feedback (Fall, 2022)

nanci carr - attorney, business law professor

"Nanci Carr teaches a variety of business law courses at California State University, Northridge.  In addition to core curriculum courses covering Contracts, Torts, Agency and Business Organizations, Professor Carr teaches upper division courses including Entertainment Law, Technology Law, Commercial Transactions, and Negotiation as well as a graduate Entertainment Law class in the Master of Arts in Music Industry Administration program. Professor Carr is also a principal at MaierCarr PC, managing a transactional practice with clients ranging from entertainment industry professionals to major teaching hospitals.  Prior to forming her law firm, Professor Carr was the Associate General Counsel for Cardinal Health and Counsel for Sony Pictures Entertainment. 

​Prof. Carr serves on several college committees, assists in student advisement and curriculum development, and serves the university as an eLearning Ambassador in Faculty Development.  As the Carande Family Faculty Fellow, Professor Carr’s academic research interests focus on the intersection of law and technology." -CSUN Nazarian College of Business and Economics
Professor Carr guest lecturing to Poly VAPA classes (2021)
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