UCA Spotlight: Tom Phillips
Hi UCA, my name is Tom Phillips and I’m entering my junior year at UCLA as a prospective Communication major, minoring in the Music Industry. I’m currently working for Sony Music Entertainment as a College Marketing Representative and am involved in many on-campus activities, clubs, and teams. Lots to juggle, but a lot of fun, too. It was through participation in these various groups, and a random summer encounter, that completely changed my initial career path as an incoming freshman to where I am today.
MY CAREER PATH PIVOT
Entering UCLA almost two years ago, I thought I had it all figured out—I was admitted as a Pre-Business Economics major, which I was destined to love, and head straight to Wall Street after four glorious years in Westwood. I was chosen to manage the UCLA Men’s Water Polo team, a true passion of mine, played guitar and drums in my college band, and pledged to the Sigma Chi fraternity. I was all set for the next four years—according to my grand plan. However, after three grueling quarters of straight Economics and Calculus, I knew a career of analyzing balance sheets and market trends was not something I could drum up a whole lot of passion for, especially as a people person, who loves being in the center of the action.
Going into my sophomore year, I was ready to stick it out in BizEcon one more year, thinking it would get more interesting, when I met a local Entertainment Attorney while lifeguarding at a summer pool party. He struck up a three-hour conversation with me, asked me what my strengths, passions and overall goals were, and basically convinced me to consider a career in Entertainment Law, in which an undergrad degree in Communication Studies would be ideal, due to its broad exposure to many fields. I met with my UCLA advisor last fall and she took the time to discuss how I loved the communications roles I was in charge of with the Men’s Water Polo team, my fraternity, the UCLA Music Industry Committee, and the Communication GE’s that I enjoyed year one at UCLA.
It was at that point that I knew I needed to change my academic plan and was excited about my future and the courses associated with my new prospective major. After my last two quarters of Communications classes, including Legal Communication, I knew I had made the right decision to change majors, and am looking forward to my new career path in Communications and Entertainment Law.
HOW I GOT MY JOB AT SONY
As a long-time musician, one of the reasons I chose UCLA, was its amazing Music Industry Minor program. It’s very hands on, and the introductions to world-renowned musicians and industry leaders provides students with exceptional exposure to the industry. I joined UCLA’s Music Industry Committee (MIC) this past January, which collaborates with faculty and industry professionals to provide our campus with various experiences through campus events, alumni relations, and informational marketing. It was through MIC that I learned about the position as a Sony Music Entertainment, College Marketing Rep, a two-year opportunity that would be a great way to learn about the music business, gain marketing experience, and get my foot in the door of one of the world’s leading entertainment companies.
The competition for the position was fierce, and I went through six different stages of interviewing, with increasingly higher up executives, but eventually I received the offer, and I was thrilled. They were looking for a candidate that has broad reach throughout the campus, academically, through clubs, athletics, and Greek life—as the more exposure you can provide for their songs and artists, the more accurate the feedback will be to Sony from their target audience.
WHAT DOES THE JOB ENTAIL?
I started this position right when COVID-19 was ramping up locally, so what I am currently doing is very different from the initial job description, which would have been much more involved in event marketing and live performance interactions. There are approximately sixty Sony College Marketing Reps, at large and small colleges, strategically scattered throughout the country. Working primarily with the Sony-owned labels, Columbia, Epic, RCA, Arista, Nashville, Legacy, and Masterworks, I collaborate with the team to develop marketing plans for artists, create content to promote new artists and songs, and then market these artists/songs to the college demographic.
Some of the artists that I have been able to interact with are Diplo, Black Eyed Peas, Polo G, G-Eazy and Travis Scott. We develop extensive, college-aged targeted marketing plans, through direct calls with the artists and their PR managers and record labels, Slack conferences and daily/weekly team zoom meetings. These plans mainly involve social media for now, as feedback is essential, yet it has been very challenging for the performance artists, who interact so heavily with their fan base at concerts and other live events. I am hopeful that this current situation will change, and we can all work together in person soon.
TIPS
Don’t be afraid of change. I went into my freshman year thinking I knew everything, and resistant to changing directions. I now know I was meant for something completely different. Be open to every opportunity that comes your way, and do something you want—whether it’s a work position, a club, a team or getting into this impacted major!