photo: PARMA CEO Bob Lord
Members of PARMA Recordings’ award-winning team took the stage in Nashville this month to present a seminar offering real-world guidance to students looking to build a career in music.
Over the course of two days, students of Vanderbilt University’s Blair School of Music received insights on what it means to be a working artist in 2025, along with tips on professional practice in studio and on stage, and design and marketing strategies that cultivate long-term audiences.
The seminar aligns with PARMA and the Blair School of Music’s long-standing commitment to excellence in the arts, extending their expertise to younger generations so they keep our celebrated traditions alive in years to come.
Vanderbilt’s Blair School of Music offers conservatory-level, world-class music training at a top 20 academic institution to students with high standards of musicianship, scholarship, and personal character, whose ambition is to reach their greatest musical and intellectual potential.
“The PARMA team delivered in every way,” says Vanderbilt Professor of Composition and Theory Michael K. Slayton.
“Our students were captivated and inspired by their presentations, and they were left only wanting more. A tremendous experience.”
PARMA CEO Bob Lord, Vice President of Design and Marketing Brett Picknell, and Marketing Manager Brett Iannucci kicked off the seminar with a deep dive into the state of the music industry, offering a glance at current trends and a recap of the traditions that’ve carried us to the present day.
Their conversation with students highlighted the importance of professional and personal etiquette, grace under pressure, and negotiation tactics that build trust, preserve goodwill, and generate long-term relationships.
“Your sessions were exceptionally relevant and informative, and I appreciate your receptiveness to questions and willingness to connect with students,” said Matthew Drasnin, who studies composition at the Blair School of Music.
“We’re extremely grateful and thankful for the opportunity to spend a few days with your company.”
Lord gave attendees a glimpse into his origins as a Music Executive and the sage wisdom he’s gained along the way, highlighting the importance of operating with honesty and integrity, setting clear expectations that you can manage and exceed, and embracing pitfalls as a means of driving innovation.
“When you see a line, don’t get in it,” Lord told students. “There’s always a different way through.”
“When I was a kid, I wanted to be a rockstar — but what I found is that the business holds many opportunities to make a meaningful living and to uplift and inspire others.”
Each of these components were amplified when applied to working in a recording studio environment. Award-winning Czech producer and Vice President of Production Jan Košulič joined the seminar via Zoom to offer his list of essentials for a successful recording session. Košulič emphasized the importance of prep, pacing, clear communication, and poise under pressure, along with understanding the anatomy of a recording team, how editing works, practical prep tips, and what post-production can — and can’t — fix.
PARMA VP of Design & Marketing Brett Picknell
The seminar concluded with a pertinent exploration of the non-musical side of the industry, reintroducing Picknell in a detailed discussion on the importance of quality artwork and branding for artists, and how they can leverage their visual identity into compelling campaigns that attract new listeners.
“People meet you visually: a thumbnail, a poster, a video, an album cover. Design is your first handshake.” says Picknell.
“If they communicate your artistic voice with intention, they become a powerful engine for discovery and engagement.”
PARMA Marketing Manager Brett Iannucci
Iannucci joined Picknell to expand the conversation into crafting original social media content that amplifies an artist’s work and message, strategically reaches new audiences, and keeps existing audiences engaged.
“Establishing awareness and visibility surrounding a project is often the easiest part,” says Iannucci.
“Turning that awareness and visibility into action and engagement, now that’s the real challenge.”
